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Social media is media that encourages two-way and multiple-member conversations, as opposed to traditional one-way media.
Get specific on what your goals and objectives are for your social media presence. Designate your key performance indicators: they will be your map to social media success.
What business objectives would a social media presence help you meet? What user needs would you deliver on?
If you can’t map out exactly what your goals are, and how you plan to measure them, your activities won’t deliver results.
Also, if your goal is to create a one-way communication (such as promoting an event or news story), you should consider other methods of engagement.
Defining your target audience is another important step when deciding whether or not you need social media, and how to execute your strategy. Do you know where your audience “lives” online? Do you know how to "speak" to them? If your main audience will be students, the way that you communicate with them will be different than if you were to communicate with alumni and/or staff, for example.
ASU has many established channels to share information with students, faculty and staff. Don’t forget to explore what’s already in place, and see if other established channels would make more sense for your communication needs.
Furthermore, feel free to reach out to other established accounts to help amplify your message to their audience as well.
Because of the high frequency of student visitors to My ASU, consider this site as your first avenue of promotion for your events and campaigns.
Representatives from various units collaborate on an editorial calendar for the “ads” on My ASU. These typically are major events or resources across the university.
Announcements are typically smaller news items or activities where more specific details are needed.
For posting either an announcement or an ad, send an email to Enrollment Services Communications.
Effective use of social media involves not only a proactive strategy, but the reactive part as well. How will you handle complaints? Angry people? Happy people?
Time to be honest with yourself. Do you enjoy social media? Are you willing to be responsive during “off-hours?” Do you personally use social media? Knowing who in your organization is best suited to manage your department’s “voice” will directly inform its success.
Is your plan sustainable? For example, if you vow to post at least once a day, can you do that every day, every week? Set your community’s expectations at a level you know you can maintain. If you leave, or happen to be on vacation, how will others step in in your absence?
Where will your content come from? What kinds of resources will it take to create, edit, approve, post and respond on a regular basis? If it's original content, do you have the means to pay for its production? If it’s aggregated, by what metrics will you decide what’s appropriate?
If you’ve decided to launch your own social media initiative, you’ll want to get the word out. Consider asking relevant cohorts to announce your efforts and “follow” you (or whatever the appropriate call to action is). Look to the options listed above to help market your presence.
To stay on top of the latest trends in social media and get additional information:
ASU’s social media guidelines for students are at students.asu.edu/srr/online.
ASU's brand guidelines for photography apply.