Social Media Managers, Valerie Harness, Rob Seal, and Lauren McSwain-Starrett from University of Virginia’s Darden School of Business, Office of Unversity Communications, and Information Technology Services respectively, lead the final session of the UVA Social Media Conference: a round table discussion, entitled “Social Media Best Practices, Measurements and Strategy.”
When it comes to your social media strategy, consider these four points:
- Untamed nature of social media
- Finding your unique voice and leveraging the bigger conversation
- Wrangling the social media account/page “herd”
- Comment monitoring, moderation and policy
Things pop up organically, so it’s important to start off with all the necessary tools and continue an open form of communication within the brand so that it will reflect in social media.
When it comes to your Content Strategy:
- Know the basics: who, what, where, when, why & how
- Create a social media checklist and implement a social media posting plan
- Only select the profiles that work for your brand
- Make sure you understand your brand, audience, goals, measurements and responsibilities to properly gauge your social media strategy before beginning the campaign
- Reserve account names/ handles ahead of time
- Content machine: Learn to curate and create
- Content source doesn’t matter to fans, it’s all about what’s engaging
- Consider the type of post, post frequency, platform for the post, and content provider
- Use editorial calendars for posts
- Deciding what to post: Eat your vegetables v cat memes
- Know when to post fun things and when news items are ideal
- Use tools like HootSuite to help with posts
Even with a great strategy, crises happen so build a communication plan beforehand rather than having to deal with the aftermath.
Stay ahead with the best practices of social media!