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Defining terms •  Page/Profile/Handle: Platform-specific terms for a

social media presence •  Share/Retweet/Regram: The act of repurposing

someone else’s content •  @mention: Using the @ symbol to directly address

someone else •  Hashtag: Categorizing your content with the # symbol

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Exercise: Describe your audience

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Exercise: Set goals •  Why is this audience following this account? •  What information is the audience seeking? •  What do I want the audience to get from this platform? •  What can I realistically accomplish in this medium?

•  Goal: What is your overall goal?

•  Strategy: What – specifically – are you going to do in order to accomplish it?

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University marketing: Fitting into a big picture

•  Leveraging MSU marketing gives you the benefit of larger initiatives.

•  Your audience will more quickly understand a consistent message.

•  Students see all programs and units as part of MSU.

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Marketing research findings Recommended focusing on the following: 1.  Quality academic

programs 2.  Warm community

experience 3.  Affordable education

Follow your passion. Find your place. This branding tagline was well-received by marketing research participants – but not well-known. When it was explained, participants felt that it accurately expressed the promise of a Missouri State education.

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Quality academic programs

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Warm community experience

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Affordable education

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Marketing research conundrum

1.  Quality academic programs #FollowYourPassion

2.  Warm community experience #FindYourPlace

3.  Affordable education

Follow your passion. Find your place. This branding tagline was well-received by marketing research participants – but not well-known. When it was explained, participants felt that it accurately expressed the promise of a Missouri State education.

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Additional findings These words and ideas are closely associated with Missouri State. It’s a snapshot of how your audience may already see you.

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Making the marketing work for you

•  Is there a way this content can illustrate our commitment to academics?

•  Is there a photo or detail that will convey our environment? •  •  Are there opportunities to work in language from the University’s

tagline (follow, passion, find, place)?

•  Are there opportunities to use words and ideas that performed well in the research (Bears, maroon, affordable, home)?

•  Is it appropriate to use #FollowYourPassion or #FindYourPlace?

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Exercise: Craft a post •  Explore Missouri State’s website.

•  Find content that you’d like to share.

•  Create a post for the platform of your choice, using the marketing message of your choice.

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QUESTIONS ???