channeling your faculty research to social media success › assets... · channeling your faculty...

Channeling your faculty research to social media success

Michi Gupta The University of Chicago

Michi GuptaASSISTANT DIRECTOR, DIGITAL STRATEGYTHE UNIVERSITY OF CHICAGO

michikog

michig

THINK. TRANSFORM. THRIVE.

THE QUESTION

We have this amazing faculty research on XYZ! Can we get some media coverage/social media buzz around it?

THE PROBLEM

“Far too often for writers and editors the story is

done when you hit publish. At the Huffington Post, the article begins its life when you hit publish.

Paul Berry, Former CTO of The Huntington Post”

RETHINK THE PROCESS

(Near) real-time Storytelling Digital Storytelling Social Media

Visuals are processed 60,000 times faster

Real-time engagement earns more retweets and likes by 400%

62% of U.S. adults get news on social media

Quick Hits Menu is an assorted list of different content types catered towards real-time storytelling. The goal of this “menu” is to insert our faculty expertise in a timely fashion with current affairs, and the turnaround time for this is aimed at 48 hours max.

THE HOW: QUICK HITS MENU WAS BORN

QUICK HITS MENU

Appetizers• Content Calendar• Social Listening

Main Course• Reddit AMA• In Studio With• Medium• Facebook Live

Dessert• By the numbers• a

APPETIZER: CONTENT CALENDAR

APPETIZER: WE LISTEN. A LOT.

REDDIT AMA (ASK ME ANYTHING)1. Faculty member has a new book coming out that aligns with current news

VIDEO: IN STUDIO WITH2. Faculty is well-versed in a topic that’s in everyone’s mind

OP-ED IN MEDIUM3. Faculty has expertise in somewhat an evergreen topic

#FACEBOOKLIVE OFFICE HOURS4. Faculty is up for dialogue on topics that people have questions about

DESSERT: BY THE NUMBERS

Total number of Quick Hits Menu content: 16Reach: 870KVideo views: 100KEngagement: 8.4K

Questions and Discussions

@TeamUChicago

@UChicago