social media: best practice, insight and strategy

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Social media: best practice, insight and strategy

Georgina Brooke,

Wednesday 9 March 2016

Digital Communications BEST PRACTICE, INSIGHT AND STRATEGYGeorgina BrookeDigital Content EditorDigital Communications Team, Public Affairs Directorate1Creating a social media strategy2 Writing good social media content3 3 new social media innovations from PAD

Digital Communications

Meeting your objectives

Promote brand affection by surfacing rich media and images

Creating more publicity for your departmental news, events or interesting new resources or content


Post consistently and frequently: dedicate a small amount of time every other day to post and monitor, 20 mins for a 2000 heavy group every other day is plenty. Work out what kinds of post and at what time get most views and likes. You can also monitor in Analytics the amount of traffic you get from social, match this up with your time of posting to see which posts convert people to your web page. Answer inbox messages and purge spam commentsWork out if you will have enough content and people to make twitter viable, a twitter handle that doesnt post for a week is unlikely to achieve any objectivesYou only have 140 characters in a tweetuse a URL shortener like po.st to track link clicksYou can also embed images and video on Twitter. A hashtag helps categorize posts around a certain theme (for example a heavily publicised event)

Make this process easier by creating a social strategy, rules of the group and standard responses to frequent inbox enquiries.

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This is where our social media strategy grew from

What can we address using social?Telling Oxford storiesBrand affection



Now on 70K19th November hit 2million Facebook - Thank you! We have just passed our 2 millionth like. It took us over 5 years to get to 1 million and just 19 months to double that. That makes us almost double the size of any other university Facebook page in the UK. We're grateful and excited by the support from you.To say thank you for all your support and to give you another means of accessing and sharing photos of Oxford, we've just launched an Instagram channel at: http://instagram.com/Oxford_Uni.Contest to launch (FB to gain attention): 9 pictures of Oxford (mine), first person to successfully identify could ad the 10th to the stream(easy to manage): flickr app, some default text along the lines of This is awesome! Could we post your photo (with your handle in the caption) directly? If youre ok with that could you send me a photo to [email address] thanksReally good return (news stream: like like like), 19 Nov 3rd March 6K (2nd highest uni in the UK) Glasgows been going for 3 years. Appetite brand affection were working with

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Telling Research stories effectively


Native video embed rather than linking to an upload (Twitter, 30secs), IG (BBC 30 sec news, experimenting with in future). 6

Guiding principlesWhat does your audience want from you?How much capacity do you have? (content + time)Are you currently talking to the right people?


You have to address what your audience wants from you7

Social Media content

What works


Reach


Most clicked on postBe aware of current events that are going on that you have a link with, bbc on this day, nytimes on this day, diomedia.com9

Reach


Reached 75K people (our average is around 10), 4.K engagements (average is 300), Eng rate: 5.8%, averageHigh engagement more reach (FB + twtiter want t serve good content)10

Stay aware of changes in social media algorithms/ updates


Creating a dialogue with your audience


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Adding value

Show them something wouldnt otherwise seeOn brand, appropriate tone.


When you upload a photo stream the first will display large and the next 3 as thumbnails. The others will only be visible on clickthrough. Stack the three smaller images sensibly- these 3 work well because they have a similar outline (the bike in the main image prevents this being TOO door heavy.)

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Being responsive

Liberal favouriting of fan postsBeing obviously engaging and monitoring whats being said (Tweetdeck: free)


New PAD social media innovationsCloud based, open access Content Calendar for uni participationSocial Media HubFacebook Group

Digital CommunicationsCloud based, open access Content Calendar for uni participation


Facebook, flagship channel in our mix, using this to run campaign weeks,Since launch: 1 on annual review videosNext one: Oxford in literature (Harry Potter film post) This week: Begbroke Science Park,Next week: Colleges (Guess the crest, college pets), Gardens calendar lets you know what were up to view only accesss16


Facebook Group

www.facebook.com/groups/860452704000408/


+ Facebook + Instagram channel strategies (Twitter upcoming, tone of voice up coming)18

Questions


Visit us and stay in touch

[email protected] x. 80536

www.facebook.com/the.university.of.oxfordwww.Twitter.com/uniofoxfordwww.instagram.com/oxford_uni


Social media at Oxford: Best practice, strategy, content, calendar 20

social media: best practice, insight and strategy

Marketing