The document discusses sustainable strategies for social media content management. It uses farming and gardening metaphors to describe techniques for planning, creating, organizing, sharing, and analyzing social media content over time. This includes conducting a content audit, creating a master calendar and spreadsheets to organize content by theme and timeline, tagging and linking content, and tracking engagement over time to inform future strategies. The goal is to develop a long-term content strategy that is purposeful, organized, and adapts based on measurement of past performance.

1. Evergreen
and
Growth:
Ma’ayan
Plaut
|
Oberlin
College
@maayanplaut
|
#confabEDU
Sustainable
Content
Strategy
for
Social
Media
Managers

2. Daughter
of
farmers

3. AnFthesis
of
my
life
now?

4. You
can
take
the
girl
off
the
farm
but
you
can’t
take
away
her
farming
insFncts.

5. PaFence.
Process.
Product.

6. Bumper
crops
of
content
ReacFve,
not
proacFve

7. Purposeful
planFng
and
planned
pruning

8. Our
prototype:
admissions

9. • What
are
you
trying
to
say?
• Who
are
you
saying
it
to?
• What
have
you
already
said?
Exploratory
conversaFon:

10. See
the
forest.
See
the
trees.
Look
back
to
see
what
you’ve
done.

11. Chicken
or
egg?
Is
our
plan
defined
by
our
content?
Or
is
our
content
defined
by
our
plan?

12. Start
a
gardening
journal.
• CondiFons
• Process
• Examples

13. CondiFons:
background
&
atmosphere
• Who
is
it
for?
• Why
are
you
doing
this?
• Where
are
you
sharing?

14. Process:
planFng
&
maintenance
• Who
will
do
this?
• How
oWen
will
you
do
this?
• How
do
you
know
it’s
working?

15. Examples:
diagrams
&
drawings
• PlaXorm
• Sample
posts
• Required
media

16. • What
do
you
have?
• Where
is
it?
• How’s
it
doing
so
far?
Content
Audit

17. • Spreadsheets
• Master
calendar
• Metadata
Create
your
almanac

18. • Days/weeks
• Academic
calendar
• Important
dates
• Relevant
external
dates
Master
calendar

19. • Content
dump
• Timely
content
• Organized
content
• Worksheets
(metadata
&
packaging)
• Metadata
guide
Spreadsheets

20. • 79
theme
weeks
of
content
• Aligned
with
major
talking
points
• Three
pieces
of
content
per
theme/week
Organize
your
seed
stock

21. • Heirlooms
• Hybrids
• Indoor
starts
Special
seeds

22. • Align
with
other
communicaFons
• Set
up
reminders
• Flexible
and
”free”
days
Time
your
planFng
schedule

23. • Tagged
URLs
• Bit.ly
links
Metadata

24. • Watering
• Weeding
• FerFlizer
Tending
your
social
media
garden

25. How’s
your
content
doing?
Watering

26. What’s
growing
along
with
your
content?
Weeding

27. What
affects
your
content?
FerFlizer

28. The
world
is
your
oyster
(mushroom)
Garden’s
going,
now
what?

29. Inform
new
content
strategy

30. Inspire
new
content
creaFon

31. Jump-­‐start
new
templates

32. What
grew?

33. What
won?

34. Where
did
our
energy
go?

35. What
now?

36. QuesFons?
Thoughts?
(I
love
this
stuff.)
@maayanplaut
maayan.plaut@oberlin.edu