Getting started on social media, or setting up a new account? Here are some things to think through, including a list of do’s and don’ts.
Social media, in general, is media that encourages two-way and multiple-member conversations, as opposed to traditional one-way media. This has given rise to a multitude of business use cases for social listed, some of which are listed below.
Why we need best practices for social media
“It’s just a post, right?” — at different points of our careers, we have all heard this sentiment. While social media does have a lower entry barrier than, let’s say, TV or radio, a lot of people misjudge the need for guidelines in social media.
In order to convey our information in a consistent and professional manner, no matter the format or the avenue, we have compiled a list of best practices for you to use.
General business roles of social media
- Public relations, crisis communications.
- Business communications.
- Reputation building, management.
- Paid advertising.
- Branding, affinity building.
- Customer service.
- SEO (Search Engine Optimization).
- Community engagement.
ASU-specific business roles of social media
- Recruitment and enrollment.
- Event promotion.
- Promoting research.
- University business.
- Student services and support.
Who are you trying to reach?
Defining your target audience is another important step when deciding whether or not you need a social media presence, 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, staff, or both, for example.
Audience guidelines per platform
While the type of content will vary depending on who you are trying to reach, these guidelines can serve as a good starting point in determining which platforms are best for different types of content.