Creating a true strategy for social media can be a very trying effort. Besides choosing the most appropriate channels for your audience, you also have to create content, choose a voice and maintain conversation and engagement at a pretty high level. You also need to decide how loud your audience's voice is in comparison to your own. At Hamilton College, our strategy has turned this idea on its head: what if the audience was the primary content creator and voice? How do we then 'feed the beast' and highlight the great content coming from our campus, our alumni and our communities? Enter 'The Scroll' - Hamilton's home grown moderated social media mash-up (Launching in February). Find out the strategy behind this endeavor, how content is being curated, cultivated and maintained, and how research, buy-in and education lead to its creation.

1. The Scroll
Hamilton's Social Media Strategy (and
Platform)

18. elements of a
great
(institutional/brand)
social media strategy?

19. Research

20. The Basics

21. The Basics
• What's The Problem?

22. The Basics
• What's The Problem?
• Who is the Audience?

23. The Basics
• What's The Problem?
• Who is the Audience?
• Trying to communicate?

24. The Basics
• What's The Problem?
• Who is the Audience?
• Trying to communicate?
• Success looks like?

25. Advanced

26. Advanced
• Current Preferences?

27. Advanced
• Current Preferences?
• Already Communicate?

28. Advanced
• Current Preferences?
• Already Communicate?
• Call to Action?

29. Advanced
• Current Preferences?
• Already Communicate?
• Call to Action?
• Competition?

30. Advanced
• Current Preferences?
• Already Communicate?
• Call to Action?
• Competition?
• New Tools?

31. @Hamilton

32. Buy In

33. Educate & Support

34. Educate & Support
• Strategy Understood

35. Educate & Support
• Strategy Understood
• Support Their Projects

36. Educate & Support
• Strategy Understood
• Support Their Projects
• Top Down/Bottom Up

37. Educate & Support
• Strategy Understood
• Support Their Projects
• Top Down/Bottom Up
• High Tides Raise All Boats

38. @Hamilton

39. Ability to
Implement

40. Staff/Culture

41. Staff/Culture
• TIme Commitments

42. Staff/Culture
• TIme Commitments
• Who Has Control?

43. Staff/Culture
• TIme Commitments
• Who Has Control?
• Technical Issues

44. @Hamilton

45. Branding
(not campaign)
Focused

46. Brand Support

47. Brand Support
• No one Voice outshines

48. Brand Support
• No one Voice outshines
• Watch the 'One Offs'

49. Brand Support
• No one Voice outshines
• Watch the 'One Offs'
• Everything Supports

50. Brand Support
• No one Voice outshines
• Watch the 'One Offs'
• Everything Supports
• Brand, Business & Outcomes

51. @Hamilton

52. Authentic

53. Be Real

54. Be Real
• No gimmicks!

55. Be Real
• No gimmicks!
• Low Barrier to Entry

56. Be Real
• No gimmicks!
• Low Barrier to Entry
• The Good & The Bad

57. Be Real
• No gimmicks!
• Low Barrier to Entry
• The Good & The Bad
• Timeliness is Crucial

58. @Hamilton

59. Integrated

60. All of The Things

61. All of The Things
• Easy to Find/join

62. All of The Things
• Easy to Find/join
• Meaningful Uses

63. All of The Things
• Easy to Find/join
• Meaningful Uses
• Coord. Conversations

64. All of The Things
• Easy to Find/join
• Meaningful Uses
• Coord. Conversations
• Incorporate into NEws

65. @Hamilton

66. Collaborative

67. Shared Creation

68. Shared Creation
• Audience Ideas

69. Shared Creation
• Audience Ideas
• Continued Education

70. Shared Creation
• Audience Ideas
• Continued Education
• Policy Vs. Guidelines

71. @Hamilton

72. Measured

73. Defined Goals

74. Defined Goals
• Vanity Metrics

75. Defined Goals
• Vanity Metrics
• Positive Sentiment

76. Defined Goals
• Vanity Metrics
• Positive Sentiment
• Visibility

77. Defined Goals
• Vanity Metrics
• Positive Sentiment
• Visibility
• Comm via Social

78. Defined Goals
• Vanity Metrics
• Positive Sentiment
• Visibility
• Comm via Social
• Completed Goals

79. @Hamilton

80. Q&A
FOr More:
hamilton.edu/thescroll
@jesskry