A big challenge for those running social media accounts is balancing short-lived content opportunities with long-term campaigns and projects. How can the core elements of content strategy help solve this challenge? Let’s take a step back from day-to-day social media management and explore overarching frameworks for your social media presence. Build a social strategy that is collaborative, scalable, and goal-oriented.
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Social strategy: Thinking beyond today’s posts
1. Social strategy: Thinking
beyond today’s posts
Mike Petroff
Digital Content Strategist, Harvard University
@mikepetroff | #ConfabEDU
4. Our social media strategy is to ___________
develop community
listen to our community
engage with our audience
establish a brand voice
amplify authentic stories
5. Our social media strategy is to ___________
“Enhance the customer
experience by facilitating
authentic conversations”
“Ignite the existing community
and attract new members by
amplifying the experience with
relevant and engaging content”
“Target influencers with
engaging assets to act as
platforms for conversation”
33. Ask yourself:!
How do we balance social content for
both fast and slow thinking modes?
Is this post meant to drive clicks, or
shares?
What emotions will the reader feel?
60. Influencer lists
Google Alerts
Topsy, SocialRank, etc
Internal email lists
Standardized ‘ask’ email for social campaigns
PR team
Gift officers
Admissions
Alumni
61. THE ASK: Invitation to participate. Provide details
on how to join in. Be specific on the ‘ask’ and the
date.
!
HOW TO PARTICIPATE: Include relevant content
that your audience can share, tweet, post, and/or
hashtags to use.
!
ENCOURAGEMENT: Include a line reminding them
of the importance of the cause, and let them know
that you hope to see more inspirational stories on
social media.
68. Distribution Models
source: Google Maps
Guidelines and best practices
over policies
!
Strong sense of community
!
Coordination of job
responsibilities and
requirements
Coordinated
69. Things you can distribute:
Content curation
Content generation
Campaign outreach
Customer service
Monitoring
Analytics collection
and more…