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Social Media Campaign Strategic Plan Outline

Social Media Campaign Strategic Plan Outline

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Published by Sue Kim

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Published by: Sue Kim on May 06, 2012
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 CMD (Nat and Sharilee Department) posts content from all program areas through its social mediaefforts, choosing news items, links, videos, photos and other resources on an as-needed basis. Thegoal is not to post a large quantity of content, but to choose quality content that would be of interest to the audience, and that either strengthens the image or recognition of the brand or hassome form of follow up for readers, such as a program they can participate in or information theycan use in their lives.It is recommended that program specialists work with CMD staff to identify suitable content andtopics for use with the main HU social media accounts, as opposed to working through separateaccounts. As program specialists become more familiar with each platform, audience and tactics,they can be set up as administrators on the accounts to post new content and interact with users.On Facebook, any user connected to the HU page (formerly fans) can post news, information, links,
photos and videos to the page’s wall. Posts made show up with the user’s name. However, users can
also be made administrators, which allows them to post as HU. Either way is acceptable, dependingon if program specialists want to post as themselves or as HU.Although channelling all content through one account means a mixed-content type, there areseveral advantages to this approach.
Shared audience.
Since HU already has a built-in audience with its main page, there is no need fora program area to build a new audience from scratch, but can instead add to the existing one.
New audiences.
Content will now reach a much broader audience base and potentially attract newinterest due to cross marketing programs.
Consistent activity.
More sources mean more content and a more active account. This is a keycomponent of social media and keeping messages in front of users. The channel remains consistently
active with all program areas’ content.
Shared knowledge base.
With the CMD staff working with program specialists and maintaining thesocial media accounts, there is a consistent, shared knowledge base. As new platforms andtechnologies become available and one person learns it, it is easier to integrate the technologyextension-wide and take advantage of the changes for every content type that makes sense.
Consistent personality.
Excited and enthusiastic. Helpful and friendly. Personal and engaging.Professional and reliable. These are all traits stakeholders should see in the online, social personalityof HU. One main content stream allows for a consistent HU personality, strengthening the personalconnect with stakeholders.
Note:
All HU Facebook pages should have a CMD staff member set as an administrator in case of changes in staff. This also allows CMD staff to check page usage for reporting, as well as suggestfeatures that may benefit the page.
 
Twitter
Overview
Twitter is a micro-blogging platform in which users can quickly and easily send 140-characterupdates; link to photos, videos or stories; and reply to other accounts. Twitter is ideal for engagingwith users in real time and keeping a consistent stream of content flowing to interested parties. Dueto the ease-of-use sharing capabilities, Twitter is also beneficial for spreading news to an audience.
CMD usage
HU is currently using one Twitter account, most of which push out news and information through amanual system. CMD proposes to open a multitude of accounts with automatic posts to be used asan engagement tool. Accounts should look like(only ideas):
Automatic posting

Twitter.com/HUNews

Twitter.com/HUEvents

Twitter.com/SpendStudySmart
Manual posting

Twitter.com/HU

Twitter.com/HU4HELPING
Audience
The audience of the @HU account (the only account manually posted to by the Corporate Commteam) includes followers mostly from department communities. Additional followers should includestatewide media and other statewide universities. The audience should be continually monitored forchanges and active followers.
 
Tactics
As a general rule, posts follow a “rule of thirds” —
one-third retweets (re-
posting of someone else’s
post), one-third links (often direct to our websites or news) and one-third interaction with otheraccounts. Through posting and tone, the account is given a personality, or voice, so followers know aperson is behind the account and can be engaged.
o
Engage followers
: Effort is made to quickly answer questions and provide direction to resources,
as well as actively “talk” with followers and provide feedback, comments or general conversation.
o
Brand cross-promotion
: Special attention is paid to retweet news and comments from other HUaccounts, such as @HU4HELPING or @HUNews, to strengthen the focus on other departmentTwitter accounts.
o
Highlight news/activities/events:
Share information and links for upcoming events and activitiesor news related to the audience, both statewide and regional.
o
Retweeting/link sharing:
Links and updates of followers are retweeted and shared. This helpskeep the account active, and builds relationships and brand recognition with followers.
o
Push media mentions:
As HU staff and experts are used as media sources, links to stories areshared to promote the brand in third-party outlets.
o
Follow trends:
Using Twitter is an excellent way to follow trends and topical conversations to helpguide content and news resources. Use searches and hashtags to find relevant posts.
 
Facebook
Overview
Facebook is a social networking website which allows users to become “fans” of pages and followthe page’s activity, share the page’s content and interact by commenting on the posts. Pages can be
set up by businesses or organizations and used to post news, events, links, photos and video. Pagesoffer some custom usability as well.
CMD usage
The CMD or Corporate Comm team maintains a single Facebook page for HU. Other HU-relatedpages are maintained by other teams (such as each department). The HU page has oneadministrator who posts all the content and utilize features such as custom tabs. The page is used toshare news, events, links, photos and videos that highlight past, current and future items, as well asa look at the HU organization, such as the people and activities behind it.
 
Audience
The audience on the Facebook page consists of more than 24,644 fans (Mar 8th, 2012, thanks to Nat& Sha heehee), consisting of HU staff, HU students and HU stakeholders (67 percent female, andmore than 50 percent in the 25-to-44-year-old age range).
Tactics
One goal of N&S(CMD) is to give HU Extension a voice or personality through the use of Facebook,offering a way for users to engage and talk back to HU. The Facebook page could be used to
showcase a “behind
-the-
scenes” look at
HU, including videos and photos of activities and events.Audience-relevant news and information is also posted or shared.
o
Engage followers
: Effort is made to quickly answer questions and provide direction to resources,
as well as actively “talk” with fans and provide feedback, comments or general conversation.
o
Photo/video posting:
Facebook is a media-rich site, and as such, N&S makes use of the variousvideo- and photo-sharing abilities on the HU page. Videos and photos shared are either uploadedand unique to the Facebook page or linked from other sites, such as HU video site.
o
Custom tabs:
Custom tabs (different sections of the page) are developed and used to highlightparticular information
(e.g. “It Starts With HU” campaign). The tabs are used as landing pages for
new visitors, as well as areas to collect similar information into one resource.
o
Highlight news/activities/events:
Share information and links for upcoming events and activitiesor news related to the audience, both statewide and regional, as well as share information postevent.
o
Push media mentions:
As HU staff and experts are used as media sources, links to stories areshared to promote the brand in third party outlets.
o
Push store materials:
Relevant store items are promoted and linked to, usually timed to tie to anevent, news, etc.
o
Highlight trends/topics:
Portions of hot topics that are relevant to the audience are promoted andshared, linking to resources and news.
o
Brand cross-promotion:
Special attention is paid to share news and resources from other HUaccounts to strengthen the focus on other departments.
o
Community page interaction:
As community pages relevant to HU Extension are identified,attention is paid to using keywords that pushes the content out to those community pages.

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