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6 Best Practices for Universities Seeking To Build Effective Social Media Engagement
6 Best Practices for Universities Seeking To Build Effective Social Media Engagement
For universities, deciding to use social media is a no-brainer. The 18- to 24-year-old college student demographic is all over the social web, and its younger counterpart (the high school crowd) is equally immersed. Alumni, recent and far-removed, use social networks to engage and stay connected with the world. Community members, parents of students, potential donors, faculty and staff and other constituents are just a tweet or "like" away. With so many key populations embracing social media, universities almost have no choice but to integrate these platforms into their marketing and communications plans.
Already, many schools have leveraged social media in a big way. In fact, a recent study showed that an astounding 100% of universities have a social media presence. From luring in potential new students with admissions blogs and creative use of location-based services like SCVNGR, to keeping alumni engaged via dynamic, content-rich Facebook and Ning communities, to informing students about campus offerings throughTwitter feeds and YouTube videos, it's clear that universities recognize the importance of social media.
While many schools experience great success with social media, others never get their efforts off the ground. Strategies flop and accounts fail to gain the viral following that was hoped for, resulting in dormant pages or less-than-thriving online communities.
Here are six best practices for universities seeking to build effective social media engagement.
1. Empower and Support Individual Departments
Within a university, there are many departments and academic units, all with unique messages and distinct audiences. It doesn't make sense to have just one social media entity to represent the entire university; departments should be able to establish their own accounts. From the residence life office to the parking department to the dining halls, each unit can have its own social media presence (in a way that is coordinated across campus, of course). Take a look at Boston University's Dining Services Twitter account for an example of a university department that uses social media well.
Not every campus department will have someone on staff with expertise in communications or social media, so it might be helpful to offer training sessions across the university, educating members of campus about how to use social media effectively for their departments. Hands-on, one-on-one consultations for departments can be helpful, as well.
2. Pick and Choose Your Platforms
Just because there are hundreds of social media platforms out there doesn't mean your school needs a presence on all of them. Go for quality over quantity. What makes sense with your strategy? If you're planning to grow a close-knit community for a subset of engaged alumni, maybe look at Ning — a platform with the functionality to accomplish these goals. If you're going to post lots of campus videos, maybe a YouTube orVimeo channel would be worthwhile. Choose a combination of platforms which complement each other and help you accomplish your goals. Be sure not to overlook niche sites, which are lesser known but might offer exactly what you need.
Consider your populations, too. Where do they congregate online? A platform like Tumblr would be ideal for targeting high school students, since Tumblr is heavily used by teenagers. LinkedIn, on the other hand, skews to older demographics, so perhaps it's a good fit for an alumni networking community.
3. Develop a Strategy and Set Goals
Before diving head-first into social media, take the time to establish a strategy. What type of content will you deliver? How often will you post content, and where will it come from? What populations will you aim to engage? Consider resources, too, such as budget and staffing. Who will be responsible for posting content and engaging the community?
Define your goals, as well. What do you hope to accomplish with your social media activity? Think about developing over-arching goals (e.g. "build stronger connections with alumni"), along with more specific ones (e.g. "increase Homecoming event registration via social media by 75%"). This way, after a period of time, you will be able to evaluate whether your social media efforts have been effective.
4. Develop a Consistent Voice Across Platforms
A university's social media presence is an extension of the school's brand. What is your brand all about? Is it playful and joking or conservative and buttoned-up? It's important that a consistent voice is implemented across all of the school's major social media platforms — a school with an ultra-serious Facebook page and an offbeat and sarcastic Twitter account will just look like it's having an identity crisis.
Keep in mind that each platform has nuances, so the voice will never be exactly the same across all major university accounts. Content needs to be re-worked to fit with the feel of each platform.
5. Put Guidelines in Place
Along with giving departments the ability to create their own social media accounts, there should be some overarching, university-wide guidelines in place to ensure consistency and appropriateness of all social media activity. These guidelines will look different for each university, but could include things like account naming conventions, crisis response policies, copyright and legal reminders, and descriptions of the core principles driving the university's social media strategy, such as authenticity and transparency. For a look at some well-established higher ed social media policies, visit .eduguru's Social Media Policy Resource Guide for Higher Ed.
Since social media is a creative endeavor and a constantly evolving field, it's probably best to leave the guidelines fairly open-ended. Formal regulations and policies that are too constrictive might hamper a university's ability to innovate, or deter a staff member who wants to try something outside-the-box.
6. Communicate Across Campus
With so many departments engaging in social media, it becomes extremely important for open lines of communication to exist across campus. Opportunities for collaboration are plentiful, but these collaborations can't occur if departments operate in silos. By communicating openly, individuals can share best practices and learn from other people on their own campus.
While most of us already have way too many meetings in our calendars, it might make sense to add one more: a regularly-convened cross-campus social media meeting. An alternative is to keep an e-mail listserv, Facebook group, or some type of discussion forum to foster ongoing communication among all the people involved with social media at the university.
It's no secret that universities are perking up to the power of social media and devoting more resources to this area. As universities expand their social media endeavors, strategy, training and cross-campus collaboration will be critical.
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