Social media strategy

A unit’s social media strategy should be a well-planned integration into the unit’s overall communication strategy. Here are some components you should consider when developing your strategy.

Goals: This isn’t about getting more Twitter followers. What are your long-term goals for your department overall?  Some examples include:

  • Increasing the number of applications to a new graduate program
  • Increasing attendance at a UVic event
  • Retaining existing students
  • Increasing first-time alumni donors
  • Recruiting more student volunteers
  • Increasing traffic to departmental website
  • Reputation advancement

 Targets: The next step is to define your goal by setting specific values in a limited timeframe. Some examples include:

  • Increase admissions applications from the Greater Toronto Area by X% in the 2016-17 recruitment cycle.
  • Increase attendance at Ideafest by X additional people over the previous year.

Tactics: Plan how you will use social media to meet your targets. Some examples include:

  • Create a series of blogs posts where UVic students from the Greater Toronto Area talk about why they chose UVic. Use Facebook ads to show these blog posts to students who attended the same high school as the student featured in the blog post.
  • Use Twitter to talk to influencers (people with a large number of followers) about Ideafest. Invite them to attend events and share things they find interesting with their followers.

Key Performance Indicators (KPI): KPIs are key metrics to measure if your tactics are getting you closer to your targets.

  • Number of applications from Toronto
  • Number of people who attend Ideafest

Social Media KPI: Since a number of different channels (newspaper ads, call campaigns, email marketing) may have been used to work towards your targets, you may want to develop social media specific KPIs.  For example:

  • Number of applicants who were referred from Facebook
  • Percentage of Ideafest attendees that heard about the festival on Twitter

You can also check out these resources for some more in-depth assistance: