The Scroll....Elements of a Great Institutional Social Media Strategy

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Jess Krywosa

Business Technologie

…Elements of a

Great Institutional

Social Media Strategy
Jessica Krywosa (@jesskry)

Director of Interactive Content Strategy

The Basics
•  What is “The Problem”?

•  Who is the audience?

The Basics
•  What is “The Problem”?

•  Who is the audience?

•  Trying to communicate?

The Basics
•  What is “The Problem”?
•  Who is the audience?
•  Trying to communicate?
•  Success looks like?

Advanced
•  Current preferences?
•  Already communicate?

Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?

Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?
•  Competition?

Advanced
•  Current preferences?
•  Already communicate?
•  Call to action?
•  Competition?
•  New tools?

Educate & Support
•  Teach strategy
•  Support their projects

Educate & Support
•  Teach strategy
•  Support their projects
•  Top down/bottom up

Educate & Support
•  Teach strategy
•  Support their projects
•  Top down/bottom up
•  High tides lift all boats

Staff/Culture
•  Time commitments
•  Who has control?

Staff/Culture
•  Time commitments
•  Who has control?
•  Technical issues

Which best describes your social
media staff?
A. One full time position
B. “Additional duties as assigned”
C. A student/students
D. Other

Be Real
•  No gimmicks!
•  Low barrier to entry

Be Real
•  No gimmicks!
•  Low barrier to entry
•  The good & the bad

Be Real
•  No gimmicks!
•  Low barrier to entry
•  The good & the bad
•  Timeliness is crucial

All of The Things
•  Easy to find/join
•  Meaningful uses

All of The Things
•  Easy to find/join
•  Meaningful uses
•  Coord. conversations

All of The Things
•  Easy to find/join
•  Meaningful uses
•  Coord. conversations
•  Incorporate into other areas

Shared Creation
•  Audience ideas
•  Continued education

Shared Creation
•  Audience ideas
•  Continued education
•  Policy vs. guidelines

Deﬁned Goals
•  Vanity metrics
•  Positive sentiment

Deﬁned Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility

Deﬁned Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility
•  Comm via social

Deﬁned Goals
•  Vanity metrics
•  Positive sentiment
•  Visibility
•  Comm via social
•  Completed goals

Q&A

For More:

hamilton.edu/thescroll

#GetScrolled

@jesskry

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The Scroll....Elements of a Great Institutional Social Media Strategy

1. …Elements of a Great Institutional Social Media Strategy Jessica Krywosa (@jesskry) Director of Interactive Content Strategy

2. hamilton.edu/thescroll

10.

11.

12.

13.

14.

15.

16.

17.

18.

19. What are the elements of a great (institutional/brand) social media strategy?

20. Research

21. The Basics

22. The Basics •  What is “The Problem”?

23. The Basics •  What is “The Problem”? •  Who is the audience?

24. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate?

25. The Basics •  What is “The Problem”? •  Who is the audience? •  Trying to communicate? •  Success looks like?

26. Advanced

27. Advanced •  Current preferences?

28. Advanced •  Current preferences? •  Already communicate?

29. Advanced •  Current preferences? •  Already communicate? •  Call to action?

30. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition?

31. Advanced •  Current preferences? •  Already communicate? •  Call to action? •  Competition? •  New tools?

32. @Hamilton

33. @Hamilton

34. @Hamilton

35. @Hamilton

36. Buy In

37. Educate & Support

38. Educate & Support •  Teach strategy

39. Educate & Support •  Teach strategy •  Support their projects

40. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up

41. Educate & Support •  Teach strategy •  Support their projects •  Top down/bottom up •  High tides lift all boats

42. @Hamilton

43. Ability to Implement

44. Staff/Culture

45. Staff/Culture •  Time commitments

46. Staff/Culture •  Time commitments •  Who has control?

47. Staff/Culture •  Time commitments •  Who has control? •  Technical issues

48. @Hamilton

49. Which best describes your social media staff? A. One full time position B. “Additional duties as assigned” C. A student/students D. Other

50. Branding (campaign) Focused

51. Brand Support

52. Brand Support •  No one voice outshines

53. Brand Support •  No one voice outshines •  Watch the ‘one offs’

54. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports

55. Brand Support •  No one voice outshines •  Watch the ‘one offs’ •  Everything supports •  Brand, business & outcomes

56. @Hamilton

57. @Hamilton

58. Authentic

59. Be Real

60. Be Real •  No gimmicks!

61. Be Real •  No gimmicks! •  Low barrier to entry

62. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad

63. Be Real •  No gimmicks! •  Low barrier to entry •  The good & the bad •  Timeliness is crucial

64. @Hamilton

65. @Hamilton

66. @Hamilton

67. Q&A Break

68. Integrated

69. All of The Things

70. All of The Things •  Easy to find/join

71. All of The Things •  Easy to find/join •  Meaningful uses

72. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations

73. All of The Things •  Easy to find/join •  Meaningful uses •  Coord. conversations •  Incorporate into other areas

74. @Hamilton

75. @Hamilton

76. @Hamilton

77. Collaborative

78. Shared Creation

79. Shared Creation •  Audience ideas

80. Shared Creation •  Audience ideas •  Continued education

81. Shared Creation •  Audience ideas •  Continued education •  Policy vs. guidelines

82. @Hamilton

83. @Hamilton

84. @Hamilton

85. Measured

86. Deﬁned Goals

87. Deﬁned Goals •  Vanity metrics

88. Deﬁned Goals •  Vanity metrics

89. Deﬁned Goals •  Vanity metrics •  Positive sentiment

90. Deﬁned Goals •  Vanity metrics •  Positive sentiment •  Visibility

91. Deﬁned Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social

92. Deﬁned Goals •  Vanity metrics •  Positive sentiment •  Visibility •  Comm via social •  Completed goals

93. @Hamilton

94. Q&A For More: hamilton.edu/thescroll #GetScrolled @jesskry

The Scroll....Elements of a Great Institutional Social Media Strategy

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