PowerPoint Presentation

Social Media Overview, Engagement & Evaluation

Tyler Thomas @TylerAThomas | social@unl.eduSocial Media Manager | University of Nebraska-Lincoln

June 16, 2016#UNLsocial

What comes to mind when you hear social media?#UNLSOCIAL

Social Media isSharing relevant and engaging content with the right audienceon the right platform(s) at the right time#UNLSOCIAL

Storytelling#UNLsocial

Why would a brand/business/organization use social media? #UNLSOCIAL

SM is good forBuilding brand awarenessConnecting with an audienceDriving traffic to your web properties Sharing newsAnd a number of other things

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SM isnt Publishing just because Posting because you think your audience is there or because you like to use the platformRight for everyone

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SM shouldHave goal in mindHave a defined audienceHave a plan for community engagement and buildingHave resources (IT TAKES TIME)

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Strategy & Planning#UNLsocial

Strategy & Planning-Where does Social Media fall in your digital eco system? -Who will manage it?-Who does it support?sales, marketing, pr, customer service, hr, all of the above?#UNLSOCIAL

Strategy & PlanningGOALSWhat do you want to accomplish with your Social Media program?Who is your audience? - Be specific (demographic, psychographics, personas etc.)Its okay to have multiple audiences#UNLSOCIAL

77% of College Students use Snapchat daily. #UNLSOCIALSOURCE

90% of Instagram users are younger than 35.#UNLSOCIALSOURCE

31% of U.S. Senior Citizens use Facebook.#UNLSOCIALSOURCE

#UNLSOCIAL@gwgoes2college@D_CLAWS

Strategy & PlanningWHICH CHANNELS WILL YOU MANAGE?Who is the audienceWhat are your objectivesMessagingContent themes#UNLSOCIAL

#UNLSOCIALNetworkNetwork SizePost Types# of Posts Per WeekEase of UseLimitationsAdvertising

FACEBOOK1.65 billion (monthly)TextImageVideo Link5-7EasyGen. Adv.Boost PostsTWITTER310 million (monthly)TextImage VideoLinkInclude: #Hashtags10-15Moderate140 Character Limit.4 Photos Max30 sec videosNeed regular contentPromoted tweets

#UNLSOCIALNetworkNetwork SizePost Types# of Posts Per WeekEase of UseLimitationsAdvertisingINSTAGRAM300 million (monthly)ImageVideoText captions w/ hashtags.3-5EasyMobile required. Need high impact visualsPromoted postsSNAPCHAT100 million (daily)Real timephotosVideosShare 1-2 stories per weekHardMobile Required Need training High CostYOUTUBE800 million (monthly)VideosNAModerateNeed to produce interesting video contentModerate Cost

Work Smarter.Not Harder.#UNLSOCIAL

Strategy & PlanningCONTENT PLANNINGContent team (dont forget about collaborators)What will you post?Where will you post?Who will post?What tools will you use?#UNLSOCIAL

Execution & Engagement#UNLsocial

Why is Listening & Monitoring Important?#UNLSOCIAL

Execution & EngagementLISTENINGContent curation

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Execution & EngagementLISTENINGContent curation-keywords-phrases -hashtags#UNLSOCIAL

Execution & EngagementON-GOING MONITORINGAnswering questionsResponding to postsCommenting on postsRetweeting/sharing when possible#UNLSOCIAL

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Content is King#UNLsocial

Content is KingTYPES OF CONTENTSpecific > Announcements > News > Promotional Campaigns> Based on the calendar Evergreen > General things that can be shared whenever (no expiration date)#UNLSOCIAL

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Execution & EngagementENGAGEMENTCreate and promote hashtags> General > Event specific > Join the current conversation#UNLSOCIAL

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Execution & EngagementENGAGEMENTCreate social situations#UNLSOCIAL

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Key Resources#UNLSOCIAL

Key ResourcesGoogle docsIn-app tools (insights, analytics etc.)Third party tools & apps (both free & paid available) #UNLSOCIAL

Evaluation#UNLSOCIAL

EvaluationDecide how often you want to evaluate; weekly, monthly, quarterly? Then:Review your goals> Did you obtain your objectives?Review your analytics> What worked?> What didnt work?#UNLSOCIAL

Thank You!Questions?@TylerAThomas | Social@unl.edu#UNLSOCIAL