This presentation is an extract from a workshop which I facilitate for colleagues at the University of Leeds.

1. Kirsten Thompson
@_KirstenT | K.Thompson@adm.leeds.ac.uk | University of Leeds
Your university social
media strategy

2. Context: university
use of social
media

3. 1. Review
University digital identity =
everything about “us” on the web
We cannot control our digital
identity but we can manage it by
working together
Review your existing university
presence
Delete any unused accounts
Monitor chatter about your
university identity (service, dept.,
project etc.)
Speak to the Communications
Team and your marketing
manager

4. 2. Plan
What are you aiming to achieve?
Who will manage? Can you make
use of an existing University
presence? Refer to guidance
Include social media in your wider
marketing strategy – multi-channel
Identify platforms used by your
peers and/or target audience
Research policies from relevant
bodies, understand platform terms
Consider separating personal,
professional and university
identities

5. 3. Brand
Be consistent with your profiles but
tailor to each platform
Use university logo
Use vanity URLs e.g.
Facebook.com/yourname
Use official name
Be clear about purpose – think like
a search engine – what are your
key words?
Link to official university website –
how can people verify your social
media presence as authentic? List
your social profiles on university
website.

6. 4. Protect
Online conduct:
• Existing laws apply
• Privacy and anonymity do not =
protected
• Impact of sharing university
opinion (not your opinion)
Mobile and security:
• Use official and trusted third-party
apps – seek advice and check
reviews
• Location services – what else are
you sharing via your phone?
• How secure are your devices?

7. 5. Connect
Be selective regarding who you (the
university) connect with publicly online
Make relevant professional
connections – no endorsing third
parties
No rules about duration of social media
relationships/connections
Use mobile apps to keep in touch with
your networks – BUT do you need to
be logged into work-related social
profiles and apps at all times?

8. 6. Engage
Level and frequency = consider
your aims, global audience
Consistent language
Keep it relevant and think before
you post, share, like
Acknowledge people (if you say
you will) but ignore, block and
report spammers
Develop a communications policy
and community rules – how can
members report abuse?
Use an editorial calendar – plan
Tailor messages to each platform
and identify best times to post

9. 7. Evaluate
Continue to review your university
digital identity and evaluate your
university social media activity
(account, content, engagement,
impact)
Keep updated with platform and
mobile app developments
Monitor your privacy settings
Keep updated with legal
developments
Have an exit strategy (to close an
account AND handover for
colleagues managing social media
before they leave the university)