#casesmc As Easy As Herding Squirrels: Coordinating Social Media Across Your Campus

As Easy As Herding Squirrels:
Managing Social Media
On Your Campus
Tiffany Broadbent Beker (@tb623) 
Web Developer & Social Media Coordinator 
Office of Creative Services (@wm_creative) 
College of William & Mary (@williamandmary) 
Williamsburg, Virginia
# C A S E S M C

# C A S E S M C ~ @ T B 6 2 3
Brace Yourself
Social media accounts for
your campus are coming
(or are already here)
P H O T O V I A F L I C K R B Y T O M I TA P I O K ( T O M I TA P I O )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / T O M I TA P I O / 6 5 0 6 8 2 7 3 4 9 /# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Social Media Growth At
William & Mary
Plus: 25 YouTube accounts, 16 Instagram, 13 Flickr, 5 Tumblr, 
10 LinkedIn, 8 Pinterest & 21 Blogs
NumberofAccounts
70
140
210
280
350
Apr27,2009
Apr20,2010
Apr8,2011
Jun
12,2012
Apr24,2013
M
ar15,2014
13 22
116 125
219
333
8 17
51
83
109
148
Twitter Facebook

# C A S E S M C ~ @ T B 6 2 3
Let 1,000 Flowers Bloom
P H O T O V I A F L I C K R B Y C O R E Y S E E M A N ( C S E E M A N )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / C S E E M A N / 8 6 5 8 7 4 9 0 0 6 /# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
A Little Outside Help
P H O T O V I A F L I C K R B Y P E T E R G T R I M M I N G ( P E T E R - T R I M M I N G )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 7 0 3 3 1 0 8 8 9 9
# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Starting An
Account
• Unique,
interesting,
sharable content
• Time & resources
for maintenance
• S.M.A.R.T goals
P H O T O V I A F L I C K R B Y G I L L E S G O N T H I E R ( G I L L E S G O N T H I E R )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G I L L E S G O N T H I E R / 5 1 5 7 8 3 7 0 5 1

# C A S E S M C ~ @ T B 6 2 3
The Nuts & Bolts
• Include school name,
abbreviation, or
“official”
• Links between channel
& your website
• Distinguishing 
profile photo
• Public/open account
P H O T O V I A F L I C K R B Y D A W N E L L N E R ( N AT U R E S D A W N )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / N AT U R E S D A W N / 3 9 4 3 9 8 4 9 3 5

# C A S E S M C ~ @ T B 6 2 3
With Every Post
Remember…
• Editorial quality
• Provide accurate,
respectful, public content
• Relate every post back to
your organization
• Utilize mentions & official
hashtags
P H O T O B Y S T E P H E N S A L P U K A S , C O L L E G E O F W I L L I A M & M A RY  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / W I L L I A M - A N D - M A RY / 6 1 9 4 6 7 0 7 7 7

# C A S E S M C ~ @ T B 6 2 3
Comment Policy
• On-topic, respectful
interactions
• No abusive or hate
language, or profanity
(or placeholders)
• No promotional posts
unless deemed related &
of interest to community
P H O T O V I A F L I C K R B Y TAT I A N A B U LY O N K O VA ( R E S S A U R E )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / R E S S A U R E / 5 6 0 0 7 3 4 0 8 3
www.wm.edu/social-media-comment-policy

# C A S E S M C ~ @ T B 6 2 3
In Case Of Emergency…
H T T P : / / W W W. D A I LY M A I L . C O . U K / N E W S / A RT I C L E - 2 4 7 6 5 0 4 / O H - N U T S - P O O R -
S Q U I R R E L - L O O K S - D E VA S TAT E D - D R O P P I N G - S N A C K - T E L E G R A P H - P O L E . H T M L
*Also, be
cautious about
posts related to
condolences,
tragedies etc.
Share official announcement verbatim,  
refer any questions to the university spokesperson

# C A S E S M C ~ @ T B 6 2 3# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Academic
departments
& programs,
administrative
offices,
varsity sports
teams
# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
W&M
recognized
student &
alumni
organizations
& personalities
# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Keeping Track
Active (in the last 3 months)

# C A S E S M C ~ @ T B 6 2 3
Keeping Track
Flagged for review

# C A S E S M C ~ @ T B 6 2 3
Keeping Track
Inactive

# C A S E S M C ~ @ T B 6 2 3
Keeping Track
 
http://bit.ly/smdir-casesmc

# C A S E S M C ~ @ T B 6 2 3
Why Collect Accounts?
Listen to campus
community, plus keep
tabs on activity &
messaging
Enable visitors to 
easily find accounts 
of interest & know 
they’re official
P H O T O V I A F L I C K R B Y D AV I D H I L L ( P L AT Y C RY P T U S )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / D E H I L L / 7 8 9 1 8 9 0 6 2 0# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Parody
Accounts
• Keep an eye on
content & activity
• Ask if they want to
be “endorsed”
• If not violating
trademarks or
pretending to be
official - let them be
P H O T O V I A F L I C K R B Y J O J A K E M A N ( J O J A K E M A N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / J O J A K E M A N / 4 4 7 9 2 3 5 9 9 8

# C A S E S M C ~ @ T B 6 2 3
Avoid Surprises 
(or try to)
P H O T O V I A F L I C K R B Y P E T E R T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 8 1 9 9 9 7 5 7 5 2 /

# C A S E S M C ~ @ T B 6 2 3
Public
Submission
Form

# C A S E S M C ~ @ T B 6 2 3
Dig Around
P H O T O V I A F L I C K R B Y P E D R O E U G E N I O A N T U N E S ( P E A N T U N E S )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E A N T U N E S / 8 7 0 6 1 4 6 8 5 5 /# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Stay Alert
Keep an eye on mentions & hashtags
P H O T O V I A F L I C K R B Y P E T E R T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 1 0 5 1 7 3 6 1 7 9 3 /# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Spread The
Word
• Faculty/Staff &
Student email
listservs
P H O T O V I A F L I C K R B Y P E D R O A L A N V E R N O N ( A L A N V E R N O N )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / A L A N V E R N O N / 4 0 9 0 1 0 7 4 8 0

# C A S E S M C ~ @ T B 6 2 3
Spread The
Word
• Faculty/Staff &
Student email
listservs
• Public website &
internal portal

# C A S E S M C ~ @ T B 6 2 3
Spread The
Word
• Faculty/Staff &
Student email
listservs
• Public website &
internal portal
• Your social media
channels

# C A S E S M C ~ @ T B 6 2 3
Now That You
Have Their
Attention  
(& Emails)
Start being SMUG
(Social Media User’s Group)
P H O T O V I A W I K I M E D I A B Y ( E B O R U T TA )  
H T T P : / / C O M M O N S . W I K I M E D I A . O R G / W I K I /
F I L E : G O L D M A N T E L Z I E S E L . J P G

# C A S E S M C ~ @ T B 6 2 3
Hang Out Together
Facilitate conversation & knowledge sharing
P H O T O V I A F L I C K R B Y F R A N C O F O L I N I ( L I V E N AT U R E )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / L I V E N AT U R E / 1 0 6 3 9 9 5 8 4 0 4# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Establish A
Common
Communication
Channel
Share information &
events via a listserv or
Facebook/G+ group
P H O T O V I A F L I C K R B Y J A C K M A R I O N ( B R A D F O R D S T 2 1 9 )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 8 3 8 5 0 3 8 2 @ N 0 2 / 8 3 6 4 6 4 5 2 7 8

# C A S E S M C ~ @ T B 6 2 3
W&M SMUG
est. January 2011
# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
Create A
(Virtual)
Home Base
P H O T O V I A F L I C K R B Y G I L L E S G O N T H I E R ( G I L L E S G O N T H I E R )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G I L L E S G O N T H I E R / 2 6 1 4 4 1 4 0 7 6
http://www.wm.edu/smug

# C A S E S M C ~ @ T B 6 2 3
Get together for group
lunches or tweet-ups
Everyone’s
Gotta Eat
P H O T O V I A F L I C K R B Y D AV I D ( L O N G H O R N D AV E )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 9 9 2 5 5 6 8 5 @ N 0 0 / 1 5 2 2 2 3 8 4 1

# C A S E S M C ~ @ T B 6 2 3
Go Formal
Watch a webinar
Have more organized
on-campus meetings
with a featured
presenter or topic
P H O T O V I A F L I C K R B Y A L E J A N D R O M A L L E A ( J A N O M A )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / J A N O M A / 4 4 7 2 7 2 7 6 5 1

# C A S E S M C ~ @ T B 6 2 3
Break Down Silos
P H O T O V I A F L I C K R B Y D W I G H T S I P L E R ( P H O T O FA R M E R )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P H O T O FA R M E R / 3 2 2 6 2 8 9 7 6 7 /

# C A S E S M C ~ @ T B 6 2 3
Keep The
Barrier To
Entry Low
P H O T O V I A F L I C K R B Y B R I A N S N E L S O N ( E X F O R D Y )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / E X F O R D Y / 1 1 8 4 4 8 7 0 5 0 /

# C A S E S M C ~ @ T B 6 2 3
Be Flexible, One Size Doesn’t Fit All
P H O T O V I A F L I C K R B Y L U D O V I C B E R T R O N ( L AV E R R U E )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 2 3 9 1 2 5 7 6 @ N 0 5 / 3 5 7 1 8 0 5 3 2 1 /# C A S E S M C ~ @ T B 6 2 3

# C A S E S M C ~ @ T B 6 2 3
The SMUG &
Social Media
Worlds Are 
Your Nuts To
Crack
P H O T O V I A F L I C K R B Y K A I S C H R E I B E R ( G E N I S TA )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G E N I S TA / 1 2 7 0 4 8 3 4 7 /

# C A S E S M C ~ @ T B 6 2 3
Thank You Tiffany Broadbent Beker
@tb623 or tiffany@wm.edu
P H O T O V I A F L I C K R B Y P E T E R G T R I M M I N G ( P E T E R - T R I M M I N G )  
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 7 4 7 4 9 1 1 0 7 4# C A S E S M C ~ @ T B 6 2 3

#casesmc As Easy As Herding Squirrels: Coordinating Social Media Across Your Campus

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#casesmc As Easy As Herding Squirrels: Coordinating Social Media Across Your Campus