一般信息
When deciding to create a social media profile, it is important to take into consideration the resources you have available and what the best fit is for your brand. It is far better to maintain one excellent social media account than to be on all platforms and posting and interacting infrequently.
To determine whether social media is a good fit for your department, 办公室或机构, 问自己以下问题:
- What goals does my department, 办公室或机构 have?
- How will social media help me achieve those goals?
- 我的目标受众是什么? What social media platforms does this audience use?
- Am I open to being “social” with social media? Am I prepared to allow, monitor and engage with fan feedback, both positive and negative?
- What resources do I have available for creating, 监控, maintaining and engaging with this profile and platform?
- How am I going to publicize this social media presence?
- How often can I realistically post new content on behalf of my department, 办公室或机构?
- How comfortable do I, and other administrators, feel using this platform?
回答了这些问题之后, make sure you have read Northwest’s social media policies and the faculty and staff handbooks, 适用:
Before you start a page, be sure to “listen” for a bit. Follow your competitors or similar organizations. Observe the type of posts that are successful in engaging followers.
如果你有一个部门, 办公室或机构 profile that you would like to be an official Northwest profile, 请填一下这个 社交媒体请求表格. The benefits to being an official page include listing on Northwest’s 社交媒体目录, cross promotion on Northwest’s main social media accounts, the ability to request an officially-designed profile picture from the Office of 大学市场营销 and 沟通, and access to meetings with Northwest 社交媒体 Team to discuss ideas and tips for social media.
Best Practices for 投寄频率
让访问者继续访问你的推特, 脸谱网, Instagram, Pinterest, 博客账户等, 你一定经常发帖. The amount you post depends on the format you use. 例如:
- 每天在脸谱网上发帖是最理想的. 一天可以吃几次, but there must be a minimum of 3 hours between posts or your previous posts will be buried in news feeds. 脸谱网 now has a built-in schedule function on the posts, so it is possible to schedule posts in advance. 例如, you may decide to post a week’s worth of posts on Monday, scheduling the remainder to post through the rest of the week. 然而, 如果你这样做, make sure you continue to monitor your 脸谱网 page daily for any questions, 意见和反馈. For more on 脸谱网’s built-in post scheduler: http://www.Facebook.com/help/?faq=389849807718635
- 每天在推特上发帖是必须的. Interacting on 推特 daily is a must and includes responding to messages, 她转发了, participating in hashtag (#) trends and posting original content. A hashtag trend to consider is "Follow Friday," in which case you would recommend following other 推特 accounts. This not only leads your followers to interesting accounts, but also increases publicity for you by encouraging others to list your account on "Follow Friday." To learn more about hashtags and "Follow Fridays": http://support.Twitter.com/articles/49309-what-are-hashtags-symbols
- Posting several times per week on Instagram is expected, and multiple times per day is acceptable. Instagram is a platform for sharing photos and videos, 尤其是在移动设备上, and it is not as acceptable to post status-type updates as it is on 脸谱网 or 推特. 你可以, 编辑, and publish content for your followers to interact with through likes, 评论, 和股票.
- 每周至少发一次博客. This helps keep your readers interested and active posting increases your search engine rankings.
- 张贴尽可能多的你想在Pinterest上. It is acceptable to ‘pin’ 20 items in a row on Pinterest, every 6 hours. People expect a constant flow of changing content. It is acceptable to post multiple times per day, or to post in a flurry once per week.
内容的想法
So now that you know how frequently posts are expected, what type of content should you post? Here’s a list of ideas for departments and organizations across campus.
- This date in history posts can help generate ideas for you. 你可以用 大学历史日期 or dates specific to your own department.
- Post questions for your users that are pertinent to your department or organization. This creates two-way dialog and can increase your visibility. Some examples could be – the Department of Language, Literature and Writing could ask followers what books they are currently reading; the Department of Agricultural Sciences could ask if followers have had experience with cover crops or a particular kind of seed; the Department of Business could ask what small company followers love and why. 可能性是无限的. Start a discussion and position yourself as the experts on this topic.
- Share University news releases that pertain to your department (scholarships, 学生团体, 校友成功故事).
- Share external news stories that are related to your department or organization and ask for feedback. Stories could be from your area’s literary journal, a study released that was in a major newspaper, a profile on a unique business – anything that fits your target market. Ask for feedback on the story or opinions. (避免非常有争议的问题)
- Post any events your department or organization is sponsoring.
- Take photos throughout the week of your department or organization’s activities. You don’t need a fancy camera to do this – a cell phone camera can work. If you have permission, tag any students/faculty/staff in your post so their friends can see too.
- Ask a student to keep a blog about your department – share your blog posts on your other social media platforms.
- Congratulate graduating students and students who have accepted interesting jobs or internships.
- Retweet positive things that are being said about your department or organization on 推特.
- Ask for recommendations on 脸谱网, share your favorites.
- Have trivia about your department or organization. (样品: How many pounds of seed did the School of Agricultural Sciences plant this year? How many faculty members are in the Department of Natural Sciences? What’s the placement rate for the School of Education? What concert did the Office of Student Involvement sponsor in 1988?)
- Ask students what their favorite class in your department is and why.
- Post about your student who is from the farthest away from Maryville, and the student who is the 关闭st to Maryville.
- Post study abroad opportunities or internship opportunities.
- Highlight alumni with interesting careers.
- 征求意见和改进的想法.
- Promote other departments and organizations across campus. 互相帮助.
- Say thank you at big milestones – when you reach 100 fans/followers, 500, 1,000 – etc.
As you can see, the possibilities are endless. 要有创意! 最重要的是, 在你发布内容之前, ask yourself if this is the type of content your audience expects to see on social media, and if your content is worthy of sharing with others.
如何与用户互动
Even more important than the content of your postings is your interaction with your followers. Social media should be considered a forum for two-way communication, and not just broadcasting your own posts. What does this mean for you, and how should this look for your department, organization or office?
- Respond quickly to questions posted on your profiles. The complexity of the question and the profile the question is posted on factor into the expectation for the response turnaround, 然而, responses are typically expected as soon as possible, 并且在24小时内.
- Do not automatically delete negative 评论. Take these 评论 as feedback and respond to the complaint. How you respond will depend on the nature of the complaint. In general, it is best to publicly acknowledge the complaint. If it is not something that can be solved in a public forum, acknowledge the comment/complaint and tell the person how you will follow up with them offline. (This is especially important regarding FERPA issues. Do not publicly address items involving grades, for example.) This shows others that you are listening to feedback and serving your customers. 然后，确保你确实跟进了! You can follow up in a private message on social media, through an email or through a phone call. By engaging, you can de-escalate a complaint before it gets out of hand. If you have questions about how to handle a negative comment, feel free to contact 大学市场营销 and 沟通 for guidance.
- 感谢所有评论. If someone compliments your office, department or organization, 说 thank you!
- Delete any spam posts or commercial advertisements for products unrelated to Northwest. Delete any libelous or slanderous material (items that name, 说, individual professors or students and speak negatively about them). Delete any material that is in violation of FERPA. Delete content that is inappropriate for your audience. (If you have followers under 21, for example, delete any references to alcohol.) When you delete something (with the exception of spam posts), when possible send a private message to the account of the individual whose post you have deleted and explain why it was deleted. This can help diffuse a situation or prevent them from making the same posting mistake again.
- When possible, check in with your social media profiles even on the weekends. 用户期望互动, so you want to continue to thank them for positive 评论 and continue to address negative 评论 quickly.
