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October 9, 2012

Martin Sickafoose

Draft document

Social Media Strategy TemplateThe purpose of this template is to assist departments and units with developing a robust and clearly

articulated social media strategy.

Create A Social Media Strategy

1. Deine your objectives:

List the primary objectives you hope to accomplish with the creation of the your social media

presence. (Are you trying to highlight news stories, staff accomplishments or promote events?)

2. Deine your audience:

Whom are you trying to reach through social media? Connect your audience with your goals to

ensure youre engaging the best stakeholders to meet your community engagement objectives.

Objective 1:

Objective 2:

Objective 3:

Audience 1:

Audience 2:

Audience 3:

Description

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3. Content Strategy:

From where are you going to pull content? Is it content that has been created within your area

or from an outside source? Is the content appropriate, based on your objectives and audiences?

4. Networks:

Identify the speciic social media networks you will use to promote stories and engage with

your audience.

Content Sources

Website

Newsroom

Events

Print

Video

Other Media

Tool

Facebook

Twitter

LinkedIn

YouTube

Google+

Pinterest

Yes/No

Instagram/

Flickr

Other

Description

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5. Staff and Training

As you deine the strategy for your social media presences, you will need to dedicate staff

resources to maintain your presence and your content.It is necessary to post on a consistent

basis and monitor the posts, and comments.

Do you have staff dedicated to social media? How many hours per week can they dedicate?

Have they been trained on how to post, and oversee each social media presence you have?

For additional discussion or clariication, please contact Martin Sickafoose or Christy Jones

within the Ofice of Marketing and Media, who can share resources required to manage central

social media efforts, and examples from selected units experiencing success.

6. Monitoring, and moderating, comments:

Successful social media engagement is predicated on interaction. Comments are a main source

of that interaction. By accepting comments on your site, you encourage audience participation

and interaction, thus making your site more appealing and valuable. However, not all audience

action is positive and moderation is necessary to protect your site from inappropriate

comments. Comments containing vulgarity, attacks on any individual or group and spam shouldnot be tolerated.

How will you monitor comments? Are you staffed appropriately to handle?

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7. Measuring Success:

Determine how you plan to measure your sites success. Each social network has its own

reporting tools, but look for other tangible measurements such as increased web trafic or

posted stories.

Identify speciic metrics will you be viewing to determine your social media success (e.g. fan/

follower count or engagement)? What will determine a successful presence for your group?

8. Approval

Per the University Social Media Policy you must secure the approval of the appropriate

administrative leader in your college, school, department or group (e.g., vice president, vice

chancellor, vice provost, dean, etc.) and you must notify the appropriate Campus Authority,

designated in the University Social Media Policy, of your plans.

Be sure to share this strategy document and discuss your plans for a social media presence

with your group.