This document provides guidance on creating and managing social media profiles for university academic departments and units on Facebook and Google+. It includes fast facts about each platform, benefits of using them for marketing, best practices, and tips for setting up pages and groups tailored for departments. The key recommendations are to choose either a Facebook Page or Group based on expected audience size, and to regularly post engaging content to build an online presence and community.

1. SOCIAL MEDIA 101
[a comprehensive social media strategy guide for university academic departments/units]
Q4 2011

2. “Social marketing eliminates the
middlemen, providing brands with the
unique opportunity to have a direct
relationship with their customers.” !
!
– Bryan Wiener, CEO of 360i!

3. Social media is just a
buzzword until you come up
with a plan.
Itʼs time to start that plan…!

4. I. THE HEAVYWEIGHTS!

6. [facebook fast facts]!
The average user
800 MILLION! 30 BILLION ! is connected to !
pieces of web content
active users1! shared each month!
80 !
pages, groups, !
2 BILLION POSTS! THE! and events1!
“liked” or commented per day1!
MOST ! 50% of active users !
log on to the website !
POPULAR! EVERY DAY1!
350 MILLION USERS ! social networking !
access via mobile devices1! site on the web !

7. [facebook marketing benefits]!
Users “like” brands, join
groups, and subscribe to
events each and every day! Many users are constantly
connected to the site all
day every day via PC,
mobile or tablet!
Users are constantly sharing
activities including: comments, Ability to provide relevant
reviews, links, photos, and messaging to a targeted
events with their network! audience that has !
opted-in to your content!

8. [how to get started on facebook]!
New to Facebook?! Already a Member? !
- Go to www.facebook.com! - Go to www.facebook.com!
- Enter personal information to Sign Up! - Enter email address and
- Create a personal profile! password to Log In!
!
!

9. [ways to engage your audience]!
TWO OPTIONS:!
1 Facebook !
Page!
!
2 Facebook !
Group!
!

10. [how to create a facebook page]!
1. Go to
1
https://www.facebook.com/pages/
create.php!
2. Select appropriate page category!
3. Enter required information into text
fields of selected category, then click
Get Started !
4. Follow Steps 1-3 in the next window
(profile photo, get fans, basic info)!
5. Once these steps have been
completed, the new page will appear!
TIP: Reach 25 fans to create a unique
URL for your page!

11. [facebook page benefits]!
- Gives your brand a voice and a way to join
1
the conversation with Facebook users!
- Share many types of content with users:
news, photos, videos, links, etc.!
- Create a unique username and URL for
your page for easy promotion!
!
- Ability to advertise your page and drive
new fans to engage with your brand!
- Use social plugins, such as: like box, like
button, and comments on your brandʼs
website to drive users back to Facebook page!

12. [how to build brand presence]!
1
1. Tell a story!
2. Share rich content!
3. Create a dialogue with audience!
4. Amplify impact!
5. Measure and optimize page !

13. [how to create a facebook group]!
2
1. Go to www.facebook.com/groups!
2. Click the Create Group button!
3. Enter the group name, members,
and privacy setting, click Create!
4. Once steps have been completed,
the Facebook group will appear!
TIP: When adjusting privacy settings,
be sure to create an Open Group to
maximize group membership !

14. [facebook group benefits]!
- A public space to share information
2
with a small, engaged audience!
- Space to share relevant updates,
photos, documents, and events!
- Ability to connect with group offline
using groupʼs shared email address!
- Ability to chat with all group members
at once!
- Create docs and events that are
exclusive to group members!
- Notifications are sent out to all group
members when any updates are made!

15. [facebook best practices]!
1. Create a consistent brand experience; share
relevant content that your audience wants with a
consistent tone-of-voice and frequent presence !
2. Connect with your fans on facebook.com and
use social plugins on your brandʼs website!
3. Utilize Facebook Insights and frequently
review impressions, how users are engage with
posted content, and what content users share
with their networks!
4. Keep up with Facebookʼs new features and
updates to ensure your brand is utilizing the
space to its full advantage!

16. [facebook for departments/units]!
So, how do you decide which option is best for your department/unit?!
!
- Review all current social media efforts (if any) and evaluate how
each has performed (is it time to try something new or re-engage
current branding efforts?)!
!
- A Facebook page is typically created for larger groups who expect
to eventually gain a following of 100+ Facebook “fans” and has
features built-in with a large audience in mind!
- A Facebook group, on the other hand, is typically created for
smaller, more centralized groups that expect to gain a following of
less than 100 members and includes features that promote a more
personalized experience for members!
- Avoid creating both a Facebook fan page and a Facebook group !
- This could cause confusion with your target audience and be
the cause of less engagement and interactivity!
!

17. [facebook for departments/units – page example]!
Post relevant
photos/images
Branded profile
photo
Link to external
branded content
Promote
department events
100+ fans
Student posts included
in main news feed
Pull information
from affiliated sites
“Like” relevant
pages

18. [facebook for departments/units – group example]!
Ability to choose
‘open’ or ‘closed’ Ability to share Ability to search
group type
photos and docs Post relevant content of group
with members
photos/images
Less than 100
members
All posts are made by members
(including admins), no branded posting
Group and update
notifications
featured on left
panel at all times

20. [twitter fast facts]!
100 MILLION! 52% OF USERS!
post a tweet at least !
active users2! once per day3!
50 MILLION DAILY USERS!
200 MILLION TOTAL USERS!
1650 !
24% OF !
230 MILLION TWEETS! tweets posted ALL USERS !
hosted on the site per day2! ever second3! check the site several
times per day3!
450,000 ! 67% OF USERS!
are likely to recommend a
NEW ACCOUNTS! brand they “follow” to others3!
created every day3!
(52 new accounts every second)!

21. [twitter marketing benefits]!
Users follow brands and Re-tweet functionality
companies they care allows users to easily
about on a daily basis! share content with their
network with one click !
Ability to connect with
other brands in your
category that are willing Many users remain
to promote your content! connected to the site
constantly either via PC,
mobile device, or tablet !
Provide relevant content
Ability to interact and receive feedback to a targeted audience
from customers in real-time using
that has opted-in to
searchable trend hashtags ! receiving it!

22. [how to get started on twitter]!
1. Go to www.twitter.com!
2. Enter full name, email and create a password to Sign Up!
3. A window will then appear asking you to verify your previous entries
and create your unique username!
4. Once finished, click the Create My Account button!
5. You will then be guided through a Twitter tutorial on how to “Get
started in less than 60 seconds”!
6. After completing the tutorial, the Twitter timeline will appear!
7. Itʼs as simple as that!!
!
!

23. [twitter best practices]!
! Share. !
Share photos and behind the scenes about
your business, including developing projects
and events (users like to have the latest info)!
!
Listen. !
Monitor comments about your brand using
Twitterʼs search function!
!
Ask. !
Ask your followers questions to gain insights
about your brand and to prove you are listening !
!
Respond. !
Respond to any and all @replies to your
account in real time, if possible!

24. [twitter best practices – continued]!
! Reward. !
Provide your followers with exclusive information
about your brand that they could not get
anywhere else!
!
Demonstrate know-how. !
Reference articles and links about your industry
and affiliates!
!
Champion your stakeholders. !
Re-tweet and reply publicly to excellent tweets
posted by your followers!
!
Establish the right voice. !
Users typically prefer a genuine, direct, likeable
tone from your brand, but be sure to think about
the voice of your tweet!

25. [twitter for departments/units]!
- Use Twitter account as a voice for your department/unit!
- If you could have a 30-second conversation with a student at that
moment, what would you want them to know?!
- Try to update the account frequently (daily if possible)!
- There are news updates, speakers, activities, keynotes on a daily
basis, be sure your most important audience knows about them!
- ALWAYS respond when asked a question or given feedback about
anything regarding your department/unit (whether it be an event,
faculty member, article, etc.) !
- Students like to engage in 2-way conversations online, become a
part of one they will remember!
- Be sure your voice has an opinion and personality, avoid solely
posting headlines and hyperlinks to your website in every tweet !
- Personable tweets are the ones that students will be inclined to
engage with the most!
!

26. [twitter for departments/units – profile page]!
! Follow supporting
partners & students
Branded profile
photo & thumbnail
Include quick
summary and Get placed on
website URL
followers’ lists
Updates can be
sent to mobile
devices
Link to your profile will
be placed on all
‘similar’ profiles
Post updates directing
students to department
website (news, photos,
events, etc.)

27. II. THE NEW GUY IN TOWN!

28. [google+ fast facts]!
The website grew!
43.4 MILLION! 20 MILLION!
current users5!
visitors in its first month7!
20X !
faster than any
social networking
3.4 BILLION PHOTOS! THE! website in history6!
Uploaded while still in beta9!
FASTEST!
68% of current
GROWING! users are
COST: $585 MILLION! social networking !
500 employees working, to build10! website ever6! MALE8!
GOOGLE+ BRAND PAGES DEBUTED ON !
NOVEMBER 7, 2011!

29. [google+ marketing benefits]!
Helps businesses Fans can
connect with recommend
customers and you with a +1!
fans who love you!
Fans can spend
Fans can add you to a time with your
circle to listen to your brandʼs team,
updates long-term! face-to-face
using hangouts!
Google+ pages are included in Google search
results and customers can Direct Connect with
brands on Google with a simple [+]!
!

30. [how to get started on google+]!
3
6
1. If you havenʼt done so already, create a Google account for your brand at
https://accounts.google.com!
2. Once signed in, head to http://www.google.com/+/business/!
3. Next, enter your business name, select the appropriate categories that fit your
business, and who can view your profile !
4. Then you will be asked for a 10-word tagline and profile photo!
5. You will then be asked if you would like to get the word out about your
business page by telling your personal circles about it (this is an optional step)!
6. Thatʼs it! You should then see a welcome page that will walk you through all of
the setup steps of posting, connecting with your website, circles, and more!!

31. [tips & tricks for better google+ brand pages]!
1. How to Easily Access Your Brand Page!
• Access via your personal Google+ profile using the drop-down
menu located below your name and profile photo!
2. Add People to Circles!
• You cannot add a person to your brand pageʼs circles unless he
has added your brand page to his circles (to see who has added
your brand, go to the “Circles” tab and click on “Peopleʼs whoʼve
added you”)!
3. Your Brand Page Google+ URL!
• On your brandʼs home page, click on “Get Started” under your
name and avatar to find your URL to share with the world!
4. Remove Unwanted Tabs!
• You can remove extraneous tabs, such as photos and video, if they
are not relevant to your brand by going to “Edit Profile”, click which
tab you would like to remove, uncheck the check “Show this tab on
your profile” box and “Save”!

32. [tips & tricks for better google+ brand pages]!
5. Connect Your Site to Google+!
• To find the easy-to-use code and G+ link buttons, go to the “Get
Started” link under your brandʼs name and profile photo!
!
6. Lock Posts to Prevent Sharing!
• Before sharing a post, click the drop down arrow beneath the four
icons on the right (camera, video, etc.) and select “Lock this post”!
7. Hide Your Follower Count!
• On the home page, click “Change who is visible here” option and
you can hide how many people have added you to circles!
8. Add Useful Links!
• Add links to your “About” tab by clicking “Edit Profile” when on the
tab and click “Recommended Links” to open editing options!
9. Use Circles!
• To create new circles, go to the “Circles” page and group people
however you please whether itʼs based on location, interests, etc.
Circles allow you to provide a tailored and relevant messages to
different audiences
!

33. [google+ for departments/units]!
- Use the social platform as another outlet to begin a relationship with
your target audience, students!
- The fact that your department has a presence on such a new social
platform will put you in a favorable light to your target audience!
- You should be updating this profile just as frequently as all other
social networking pages, but be sure to provide unique content!
- Avoid posting the same information, photos, videos verbatim on all
social media outlets!
- Watch your circle activity very closely and add every person who
adds you to a circle, to one of your brandʼs circles!
- This step one of creating the interactive relationship!
- Keep in mind the “newness” of the platform and remember to keep
up with all updates and new features that Google rolls out!
- Integrate these new features when interacting with your audience!

34. [google+ for departments/units – brand page example]!
Can include
department/
Customizable unit tagline
profile photo
Customizable
“scrapbook”
Users can Customizable photos
instantly like tabs that can
your page be removed
and share
with their
circles
Post photos,
links, text
updates
Can choose
to show or
hide brand
followers
Users can +1,
comment or
share posts

35. III. LOCATION-BASED !
SOCIAL NETWORKING!

36. [what is foursquare?]!
“Foursquare helps you explore the world around you.
Meet up with friends, discover new places, and save
money using your phone. Whether youʼre setting off on
a trip around the world, coordinating a night out with
friends, or trying to pick the best dish at your local
restaurant, foursquare is the perfect companion.”!
! ! ! ! ! ! ! ! ! ! ! !- foursquare.com!

37. [foursquare fast facts]!
10 MILLION! 3400%
users worldwide13! MILLIONS OF GROWTH!
CHECK-INS! In 2010 alone15!
every day13!
381,576,305! OVER 1 BILLION
CHECK-INS In 201014!
TOTAL CHECK-INS13!
500,000+ BUSINESSES!
using the Merchant Platform13!

38. [foursquare marketing benefits]!
All check-ins shared with
Users can userʼs friends can be pushed
check in to other social networks!
to specific
events
hosted by
your
brand!
Ability to create
unique badges
and specials to Users can both friend
incentivize and follow brands and
check-ins at companies check-ins!
your events!

39. [how to get started on foursquare]!
1. Visit foursquare.com and click the Join Now button!
2. Sign up with a branded email address !
3. Select a primary mobile device to associate with your account
that will be responsible for all check-ins!
4. Install the foursquare application on the mobile device and
sign in with account information!
5. You should be all set!!

40. [how to create a brand page on foursquare]!
1. First, you must have or setup a Twitter account to create a brand page!
2. Login to your foursquare account at foursquare.com!
3. Visit foursquare.com/create_page to sign in with your Twitter account to
begin steps to create page!
4. You will then be asked to authorize the app via Twitter, select the
Authorize app button!
5. Then complete all settings and steps to create brand page!
6. Thatʼs all there is to it!!

41. [foursquare best practices]!
1. Keep it simple & own all venues – keep all venue and
event names simple and straightforward!
2. Create a conversation – leave tips at events and venues
for your followers and acknowledge theirs!
3. Create deals that have value to your audience but also
makes sense for your brand – different types of events
should be supported by different incentives or badges!
4. Train your employees – make sure your primary
foursquare manager understands the app!
5. Integrate foursquare events and check-ins with other
social media efforts – tweet and share all on Facebook!
6. Remind your audience to check-in at relevant events
and venues – either with signs, mentions in flyers, or
announcements!
7. Use Foursquare dashboard – it is full of useful information
about your audience, including demographics!

42. [foursquare for departments/units]!
- Departments should appoint and train one person who attends all events to be in
charge of the foursquare account !
- Create a brand page for your department or unit to increase overall branding and
enable students to follow your updates!
- In order to promote department events, there are 2 options:!
1) check in to the campus building/venue at which the event is being held!
2) create a unique foursquare check-in location for that event!
- No matter which option you choose, you should always push the check-ins to
both your Facebook page and Twitter profile to share with follows!
- If you create a badge or special at a large event, be sure that the students are
aware of it either by promoting with posters/banners or by announcing it!
- Leave tips at the buildings where most of your department/unitʼs courses and
events are held to give your student follows some inside information and help
build a relationship!
- If a student leaves a tip, be sure to acknowledge and respond!
- Be sure to check the foursquare dashboard frequently to view who has attended
your events and popular department venues!

43. [foursquare for departments/units – brand page example]!
Customizable
brand page header
All posted tips on
venues appear as a
news feed
Students can follow
all your activity
Include links to other
social networking
profiles, and your
website

44. IV. WRAP-UP!

45. [4 best practices for universities utilizing social media]!
1. Develop a Strategy & Set Goals!
• Strategy: Decide the type of content you want to deliver, how often, where it will
come from, and who your main target audience is!
• Goals: Decide what you want to accomplish (engagement, comments,
followers, registrations, etc.), then after a set period of time measure & evaluate!
2. Pick and Choose Your Platforms!
• Donʼt feel obligated to have a presence on all social media platforms that exist !
• Join the platforms that make most sense with your strategy and will help to
reach your goals, always go for quality over quantity!
3. Develop a Consistent Voice Across Platforms!
• A departmentʼs social media presence is an overall extension of the brand, so
have a consistent, relevant and appropriate voice on all social media platforms!
!
4. Communicate Across Campus!
• Collaborate with other social media representatives across campus to share
tips and tricks on how to best take advantage of each social media platform !

46. [sources]!
!
1 Facebook: Statistics. https://www.facebook.com/press/info.php?statistics!
!
2 Mashable: Twitter Has 100 Million Active Users. http://mashable.com/2011/09/08/twitter-has-100-million-active-users!
!
3 Media Bistro: Twitter Facts And Figures. http://www.mediabistro.com/alltwitter/twitter-facts-figures_b12674!
!
4 Twitter: Best Practices. http://business.twitter.com/basics/best-practices/!
!
5 Google+ Has 43 Million Users, Up 30% Since Opening Publicly. http://mashable.com/2011/09/26/google-43-million-users/ !
!
6 Google Plus Reaches 25 Millions Users. http://www.searchenginejournal.com/google-plus-reaches-25-million-users-activity-declines/31500/!
!
7 Google+ Now Open to Everyone. http://mashable.com/2011/09/20/google-plus-open-beta/!
!
8 Google+ Statistics. http://socialstatistics.com/!
!
9 Google: The Center Of The Social Media Revolution http://seekingalpha.com/article/303602-google-the-center-of-the-social-media-revolution!
!
10 Google+ Stats & Facts (infographic) http://www.shaanhaider.com/2011/09/google-plus-stats-facts-infographic.html!
!
11 4 Reasons Google+ Brand Pages Will Be Better Than Facebookʼs [OPINION] http://mashable.com/2011/08/07/google-plus-brand-page/!
!
12 Google to Businesses: Donʼt Create Google+ Profiles Yet http://mashable.com/2011/07/06/google-plus-businesses/!
!
13 About Foursquare https://foursquare.com/about/!
!
14 Social Media Marketing By the Numbers [INFOGRAPHIC] http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/!
!
15 How to Best Utilize the New Foursquare for Business http://www.inc.com/guides/201101/how-to-use-the-new-foursquare-for-business.html!
!
16 Foursquare – A marketerʼs perspective and best practices http://georillas.com/foursquare-a-marketer-perspective-and-best-practices/!
17 LinkedIn: About Us http://press.linkedin.com/about !
!
18 LinkedIn by the Numbers: http://mashable.com/2011/11/03/linkedin-numbers-q3-2011/!
!
19 Google+ Pages: connect with all the things you care about http://googleblog.blogspot.com/2011/11/google-pages-connect-with-all-things.html!
!
20 10 Tips and Tricks for Better Google+ Brand Pages http://mashable.com/2011/11/09/google-plus-brand-pages-tips !
!
21 6 Best Practices for Universities Embracing Social Media http://mashable.com/2011/10/10/universities-social-media/!
!
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