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Integrating Social Media into Your Content Strategy
- 1. Integrating social media into your content strategy Melanie Moran Vanderbilt University Bulldog Reporter Webinar April 8, 2011
- 3. Coordination
- 4. Maximizing your online newsroom http://news.vanderbilt.edu
- 6. Timing Crisis / Breaking News: Response must be rapid New 2-year study from Dan Zarella at HubSpot: Tweet often Rinse and repeat Re-tweets spike between 2-5 p.m. and on weekends – schedule your tweets accordingly Facebook use also spikes on the weekend – consider sharing then Early morning on weekends is also very active – schedule your tweets Early morning, weekdays, and also weekends, are best for email newsletters
- 7. Integration Get started with ShareThis or similar tool Take the next step of adding Facebook technology Blur the lines between your different platforms
- 8. Use social media in good times… Provide bonus content Build buzz Leverage crowd participation (hashtags) Engage media Provide of-the-minute updates
- 9. …and in bad. To hear criticism To manage emergencies To right wrongs To quell rumors To provide accurate information To give your organization a seat at the table
Editor's Notes
- Vanderbilt Social Media Handbook: http://www.vanderbilt.edu/publicaffairs/webcomm/vu-resources/social-media-handbook/Provide training and guidelinesFor your institution – set the goals you are trying to accomplish – and these should reflect or simply be your overall communication and messaging goals. REMEMBER: social media is just a tool, not an end in itself.
- Inventory who is using social on your campusBuild relationships with themStrategize on re-purposing content, timing tweetsDetermine hierarchy – who “owns” which eventshttp://social.vanderbilt.edu pulls feeds from the university’s primary social media presences into one central location – helps market social media to campus and provides a great snapshot of what is going on on campus.Example: Football coach announcementhttp://www.vanderbilt.edu/coachTop-level coordination between administration and athleticsUniversity-wide announcementDetailed strategy and planUsed Facebook, Web, video, press release, press conference, Twitter, followupEach fed and supported the otherConstant monitoring
- First: RSS feedsIntegrate Facebook, Twitter, YouTubePull from any campus newsource (magazines, etc.)Dynamic photography is keyKeep content freshPush content to socialVanderbilt’s news site, http://news.vanderbilt.edu, incorporates press releases, audio, video and photography and distributes this content using RSS feeds, an email newsletter and a feed to Twitter. This site also feeds the Vanderbilt homepage (manually) and provides content for the faculty-staff website and our Research News portal.
- Key to digital communications today is freeing your content from its silos – whether it’s a department website, Facebook,magazine, blog, newsletter or anything else.Focus on the story first.Re-use, re-purpose content whenever possible.Focus on audience, not administrative or bureaucratic organizations.Keep an eye out for evergreen content and re-use it whenever possible. Search engines love this and your audiences will too.At Vanderbilt, we use Flickr to present our photographic content and can pull versions of our Flickr streams into websites across campus using tags. The websites get fresh content, the search engines see fresh content, our photos get re-used.
- Be sure social functionality is built into your website. Moving beyond simply “Find us on Facebook” or “Follow us on Twitter” to allowing people first to share your content, and then to interact with your content.Allow people to interact with your content using Facebook – without ever leaving your site. What we want them to remember is “Vanderbilt” – not that they’re on our homepage or our newsite or our Facebook page. We developed this website, http://www.vanderbilt.edu/thanksgiving2010, this past Thanksgiving to allow people to post on our website, using Facebook, what they were thankful for. It was a runaway success – great feel-good project that also expanded social media reach. Whatever they posted on our Thankful page showed up on their wall, for their friends to see, comment on, etc. Added benefit – many, many people used it to say what they were thankful for about Vanderbilt, though that was not the intention.
- Examples:Commencement: Hashtags encouraged crowd participation, garnered local media attentionAdmissions blog: Hugely popular with prospective students, “insiders” look at admissions. Admissions YouTube video: Insiders guide to admissions video has received over 53,000 views.
- Examples:--Extreme weather. University of South Carolina saw their Twitter followers jump dramatically this winter after they used the system to provide updates about campus closures due to snow. This week, we had severe weather on campus, and our emergency alert system failed. We used Facebook to share information and Twitter to explain why people didn’t receive a text message. Social, particularly Facebook, are critical during a crisis. Do not neglect your Facebook at these times – that is where students in particular will be.Rumor control: Used Twitter to correct rumor we were burning books on campus to fight Swine Flu.Seat at the table: Used social, and multimedia content, to turn tide of negative discussion following football coach announcement. People are less likely to say hateful things when they know you are a sitting at the digital table with them then if you are not part of the conversation.
- Social media cannot be “phoned in.”Identify staff member or members who will be primarily responsible for social media based on ability and interest and make time in their day to devote to this.Empower your social media communicators to represent your university and they will become your “Trust Agents.” Melanie Moran is easier to relate to than Vanderbilt University.