Social Media Best Practices for Suffolk Staff + Admins

social best practices

Tuesday, February 11, 14

email

email open rates


email open rates

paid

2002: 37.3%

email


email open rates

paid

2002: 37.3%

2009: 26%

email


email open rates

paid

2002: 37.3%

2009: 26%

2011: 17%

email


email open rates

2014?email


gmail email tabsemail


there are seasonal trends in email. Heck,

there are hourly trends in email.

email


banner ads

banner ad click-thru rates

paid

mid 90’s = 3.0%



paid

mid 90’s = 3.0%

early 2000s = 0.5%

banner ads



paid

mid 90’s = 3.0%

early 2000s = 0.5%

2010 = 0.1%

banner ads


cost-per-click demand of google

paid

going down 15% y.o.y.

adwords


paid

social media content =

seen by more of your targetsthan most other medium at frequency

much higher than most other mediums


how social should look



owned



paid

ownedearned



owned

project strategy

earned



paid

owned

integratedproject strategy

earned


owned


owned

cultivationengagement

conversation facilitation


owned


owned

cultivationengagement

conversation facilitation

custom contentrepurposing web/project content


owned : custom


content calendar


owned : brand journalism


owned : time sensitive


owned : non-time sensitive


earned

earned


earned

ongoing pursuit of earned media


earned


standard vs. new


earned


active content creation


earned


project strategy

integratedproject strategy


!at rammy


paid : the double standard

paid



marketers are happy to pay X dollars for postage to ensure

prospectives see direct mail pieces.



marketers are happy to pay X dollars for postage to ensure

prospectives see direct mail pieces.

& not many people questions this.



why should it be any different for social?



social advertising & people freely tell the internet where they

went to school =Tuesday, February 11, 14


new mailing/email address


how to plan


facebook: tipsfacebook

tips

strategymeasurement

habits


facebookfacebook habits

used to be personal + private




until the baby boomers showed up




until the baby boomers showed up

and now brands are starting to arrive


facebook

78% of daily US users use it on their phone

facebook habits


facebook

73% of 12 to 17 yr-olds in the US use

Facebook.

facebook habits


facebook

64% of that base use it

daily.

facebook habits


facebook

50+% of college students look at it !rst thing in the

morning

facebook habits


facebook

the way in which marketers use Facebook (i.e) looking at their timeline page….

habits


facebook

…is not the same way their target audience uses it.

facebook habits


facebook

https://www.facebook.com/suffolkuniversity?ref=hl

facebook habits




facebookfacebook strategy

strategy


facebookfacebook content

•High visibility university-wide events

•Prestigious + notable + niche speakers or events

•Spur of the moment viral events/content

•National-interest content with a Suffolk-spin


facebookfacebook•Student+Campus+Boston visuals + Stories

•Student/faculty/staff success stories

•School + Suffolk related questions --> platforms to start conversation

•Emergency alerts/notifications

content


facebookfacebook

RelatableInspiring

FunnyPride-building

YOU

Novel.

content


facebookfacebook

RelatableInspiring

FunnyPride-building

YOU

Novel.

photovideo

concise writingstark/

stands out

content


facebookfacebook

Time of dayfrequency

mix of medium

content


facebookfacebook

Time of dayfrequency

mix of medium

content

content calendar


facebook: tips

link issues

scheduling

sizing

facebook tipstips


facebook: tipsfacebook link issues


facebook: tipsfacebook sizing


facebook: tipsfacebook scheduling


facebook: tipsfacebook measurement



tips

strategymeasurement

habits


facebook: tipsfacebook habitstwitter is used as a search enginge

2.1 billion searches a day

very likely to follow brandsTuesday, February 11, 14



% of users that don't tweet 40%




% of users that don't tweet 40%

mobile twiter users are:

very likely to follow brandsTuesday, February 11, 14

facebook: tipsfacebook habits


facebook: tipsfacebook habitstwitter is:

more personal + private




1 v 1 converastion happening




1 v 1 converastion happening

ephemeral/"eeting



strategy


facebook: tipsfacebook content•High visibility university-wide events





facebook: tipsfacebook•Student+Campus+Boston visuals + Stories



•Emergency alerts/notifications

content



RelatableInspiring

FunnyPride-building

YOU

Novel.\

content



RelatableInspiring

FunnyPride-building

YOU

Novel.

personalmore personalityrandom engagmentsconversations

real-time

relationship building

content


facebook: tipsfacebook measurement



link issues

scheduling

sizing


facebook: tipsfacebook link issues


facebook: tipsfacebook sizing


facebook: tipsfacebook scheduling


mobile-only users

quality not quantity

they stay inside the app(you can’t link outside)


this is where underclassman

are and the future classes


•High visibility university-wide events





•Student+Campus+Boston visuals + Stories



•Emergency alerts/notificationsTuesday, February 11, 14

setting goals

measurement

content calendar

training on social programs

1 on 1 training


how you can work with OMC


https://wikis.suffolk.edu/display/SUWC/Social+Media+Guidelines+and+Best+Practices


bit.ly/1gm48Cm


http://bit.ly/1gm48Cm

http://bit.ly/1gm48Cm

Social Media Best Practices for Suffolk Staff + Admins

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