‘All ‘Growed Up’: Social Media

MaturedJess Krywosa, Director of Digital

MarketingWellesley College

Sorry. I don’t have ‘The

Answer.’

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Should Presidents

Tweet?

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Follower Contests:

Or

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To automate or

not to automate?

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Why ?

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BIGGoals?

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Relationship-Building

(Organic/Engagement)

● Read Content● Value Content● ‘Permission

Marketing’

Transactional

(Campaign)

● Apply/Give● Mailing list sign up● Event Registration

What do we want people to do?

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What Do We Want Them To Think?

Best Use of

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Where Will All

This ‘Content’

Come From?

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Content Sources

● Our .edu

● Social Media (others’)

● Third Party Content

● Consumer Generated

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‘Best Practices’

● Voice/Tone/Transparency

● Branding/Graphics

● Content Creation

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Integration

● Support each other: share insights, calendars

● Share brand positioning and strategy - big buckets

● Fundraising - not a dirty word

● Mashups? - context

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Image: http://janashvili.files.wordpress.com/2014/02/data-overload-2.jpg

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Institutional Measurement

● Referrals to Apply/Give

● Audience Gained, Content Shared, Conversations Had

● Expand Reach Through Impressions

● CTR

● Time spent on site/depth of visit via referral

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Sentiment Goals

● Increase in Positive Sentiment (Opinion)

● Association with Key Brand Positioning

The End