uwm social media refresher
TRANSCRIPT
Social media refresher
#UWMSM
#UWMSM
Social Media Strategy
1. Purpose: Why are you establishing a social media presence?
2. Objective: What is your goal, and what will you post?
3. Audience: Who is your target audience, and who are you trying to engage?
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Social Media Strategy4. Execution:– Who will establish and be an administrator?– Who will monitor and maintain?– How often will you post to the site?– How will you cross-promote?– How will you keep track and measure your accomplishments?– What type of content will you share?– How will you address inappropriate comments?– How will you promote your site?– How will you integrate social media in your overall
communications strategy?
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UWM’s social media strategy• Twitter:
– Primary audience: UWM students (60% of followers under the age of 34)
– Secondary audience: Prospective students, alumni, faculty, staff and the surrounding MKE community
– @UWM tweets only needs to meet one of the audiences to be tweeted out
– @UWM publicity 2-3 times per day (mostly M-F)including RTs. No more than 2 RTs per day.
– Monitors and answers tweets to UWM, UW Milwaukee, University of Wisconsin-Milwaukee, #UWM, #UWMilwaukee
– Goals: Builds brand awareness, grows community, engages/monitors brand and provides timely customer service
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#UWMSM
Monitors UWM, UW Milwaukee, University of Wisconsin Milwaukee, #UWM, #UWMilwaukee, etc. Uses hub-and-spoke for communicating tweets to campus units
UWM’s social media strategy• Facebook: – Primary audience: UWM students (75% of users
under the age of 34)– Secondary audience: Prospective students,
alumni, faculty, staff and the surrounding MKE community
– Posts must meet the primary audience and one secondary audience
– No more than three posts per week– Goals: Build community and Panther Pride
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UWM’s social media strategy• Instagram: – Primary audience: UWM students– Secondary audience: Prospective students and
alumni – All images/video should capture UWM– 3-4 posts per week – no more than one per day– Goals: Monitor brand and treat account like our
brand’s lifestyle magazine
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UWM’s social media strategy• Tumblr (everyday.uwm.edu): – Primary audience: Prospective students– Secondary audience: UWM students, alumni and
MKE community– 3-4 posts per week – no more than one per day– Goal: Showcase UWM and life as a student to
prospective students
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What’s the difference?
A
B
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• ANSWER: Unless you are tweeting directly to someone, be sure to put a character before someone’s handle when tweeting at or about the user.– Example A: This is a conversational tweet that goes
directly to @Shellby_Matta. People that follow @UWM and @Shellby_Matta will be able to see the tweet.
– Example B: By using a period before the handle (@), this tweet can be seen by all of @UWM’s followers.
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Hashtags (#)• Hashtags:– Used to categorize tweets by keyword or topic– If you tweet with a hashtag on a public account,
anyone who does a search for that hashtag would see your tweet
– Keep it to three hashtags per tweet– Hashtags can occur anywhere in the tweet –
beginning, middle or end– Hashtagged words that become very popular are
often Trending Topics
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Common UWM Hashtags
• #UWM: Talking about UW-Milwaukee• #PantherProud: Pride for Milwaukee Panthers• #PantherNation: Pride for Milwaukee Panthers• #UWMgrad: Grad hashtag for commencement• #UWMNSO: New Student Orientation• #UWMaccepted: Accepted to UWM• #UWM18: Class of 2018
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Direct Messages
• DM = Direct Message– Private tweets
between a sender and recipient
– Traditionally, two users had to follow each other to DM, but Twitter plans to let users opt in to receive DMs from anyone
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Twitter Lists
• Curated groups of other Twitter users. Used to tie specific individuals into a group on your account.
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UWM community http://go.uwm.edu/UWMTwitterList
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• Use pic.twitter.com to upload photos – 94% more likely to be RTed
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Other best practices
• Do not post or RT all at once – Schedule your tweets throughout the day (try using hootsuite)
• Post at least 3 to 4 times a week, but avoid too much in a day (More than 4 times per day)
• Include links, pictures and videos• Remember to keep your tweets prompt and timely• Tweets shorter than 100 characters get 17% higher
engagement rate
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Create a page, not a profile
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What posts are working?**Check out the insights
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What posts are working?
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What posts work?
• Give fans exclusive information
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Photos generate 120% more engagement than average posts
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Be timely
How to grow your page?
• Post signage in office• Claim a Facebook web address and put it in
marketing materials (Email, business cards, pamphlets, mailings, etc.)
• Add the like button to your website• Consider Facebook ads or sponsored stories• Post shareable content
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Follow the UWM community on Facebook
Visit: http://go.uwm.edu/UWMFacebookPages
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#UWMSM
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UWM monitors (comments & <3’s) #UWM & #UWMilwaukee photos uploaded to Instagram. 13,642 photos have been uploaded to Instagram using #UWM.
Dos…
• Ask permission for use of photos posted to Instagram by others
• Photos should be creative and aesthetically pleasing
• If you are replying to a photo, tag the user with @username so he or she receives the notification
• Write a caption to explain the photo• Use hashtags to increase visibility
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Don’ts…
• Like all #UWM or #UWMilwaukee photos, especially selfies
• Flood the feed – Only one photo per day• Take horizontal photos – Photos should be vertical• Post DSLR photos – Instagram is meant to celebrate
the beauty of mobile & spontaneous photography• Ask people to follow you when commenting on
photos
#UWMSM
Don’ts…
• Like all #UWM or #UWMilwaukee photos, especially selfies
• Flood the feed – Only one photo per day• Take horizontal photos – Photos should be vertical• Post DSLR photos – Instagram is meant to celebrate
the beauty of mobile & spontaneous photography• Ask people to follow you when commenting on
photos
#UWMSM
Ways to connect…
• Email [email protected] to get on the social media listserv: [email protected]
• Connect on Twitter using #UWMSM• Join the private Facebook group:
http://facebook.com/groups/uwmsm
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