The Four Pillars of a
Social Media Strategy
eduWeb 2011 – San Antonio
Pillar #1 - Broadcasting
Where is your audience?
Ivy Tech’s Facebook Fans
I’m going to
Disney World!
Ivy Tech’s YouTube Channel
Ivy Tech’s Twitter Page
“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”
~ Sun Tzu quotes (Chinese General and Author, b.500 BC)
Create a sense of community & belonging
Provide excellent customer service
Communicate important messages
Showcase students, faculty & staff
Provide a sense of what we are about
Extend the Ivy Tech brand
(all social networking)
Content Strategy
Communication plan
Treat it like a Helpdesk
Make friends and have fun!
Getting the Word Out…
Website Widgets
Lure them with free stuff!
Taglines on all communications
Ask the Audience…
Where else are you
broadcasting?
What are your goals?
Pillar #2 - Listening
Why Listen?
Protect your brand
Answer questions
Make connections
Find your audience
Listening Tools
FacePinch
Twitter Mentions
BoardReader
BlogPulse
Search Terms
School Name
Nickname
Abbreviations
President
When to Respond
Tread lightly
Respect privacy
Ask the Audience…
Are you using listening
tools?
How often do you
comment?
Pillar #3 - Community Management
Community management includes:
Moderation
Maintenance
Customer interaction
Answering questions
Coverage
Message generation
Things you don’t want in a
community manager:
Good Community Managers
Strong customer
service skills
Friendly
Good judgment
Brand advocate
Dependable, honest
& trustworthy
Networking skills
Good listening &
writing skills
Natural mediator
Team Player
Community Management Tools
Website
Document repository
Knowledge base
Coverage Schedule
Social Media never rests
Evening and weekend coverage necessary
Moderator Guidelines
When to respond
Dealing with the negative
When to take it offline
When to delete (almost never!)
How to write for social media
Ask the Audience…
Who are your community
managers?
What are your coverage
hours?
Pillar #4 - Measurements/Analytics
How will you measure success?
Establishing Goals
Align social media goals with institutional strategic goals
Insights
Total Likes
Page Views
Post Feedback
New Likes
User Wall Posts
Post Likes
Unlikes
Post Impressions
Post Comments
Twitter Counter & TweetStats
Number of followers
Questions & Answers
Number of mentions
Tweet days and times
Insights
Total Views
Total Subscribers
Most Popular Videos
Ask the Audience…
Who is currently
measuring social media?
What are your goals?
Thank You!