Embedding Social Media into Your Communications Strategy

Mike PetroffDigital Content Strategist, Harvard University

@mikepetroff

Nice to meet you!

“

Developing your social media strategy, in a

nutshell.

Our social media strategy is to…

◉ develop community◉ listen to our community◉ engage with our audience◉ establish a brand voice◉ amplify authentic stories

Our social media strategy is to…

“Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content”

Our social media strategy is to…

“Enhance the customer experience by facilitating authentic conversations”

Our social media strategy is to…

“Target influencers with engaging assets to act as platforms for conversation”

“

Generate your own:

http://whatthef*ckismysocialmediastrategy.com/

What social media looks like…

What social media measures...

Why, Facebook, why?

What we ask social media admins to do…

“Please post this on Facebook because no one checks their email.”

Let’s talk strategy

How do you integrate social media more effectively into your broader communications strategy?

Communications roll-out

Objective TacticStrategy

Communications roll-out

Objective TacticStrategy

Photo: http://tenthlifecats.tumblr.com/

Social Media

Communications roll-out

Objective TacticStrategy

Photo: smilingcat01.files.wordpress.com

Social Media

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Photo: superherohype.com

Build Communit

y

Community◉Identify communities◉Establish relationships◉Make content shareable

Research and analysis

Research and analysis

SocialRank

Research and analysis

Twitter Advanced Search

Research and analysis

Twitter Advanced Search

Research and analysis

Worldcam (Worldc.am)

Crowd-sourced content“Some typical things Berklee students do in a 24 hour period.”

Crowd-sourced content“A big thank you to everyone in our community that helped capture #HarvardinAutumn this year.”

Make content shareable

BuildAwarenes

s

Awareness◉Increase reach◉Target audiences◉Make content clickable

Increase reach

Your audience is your best distribution engine. Make your web content transition smoothly into social media.

Tip #1:

Increase reach

An email to an influencer can sometimes be more important than a Tweet to your entire audience.

Tip #2:

Increase reach

Shift from this...

Increase reach

… to this.

Place your screenshot here

Know your metadata

Facebook Open Graph

Twitter Cards

Know your metadata

Know your metadata

Know your metadata

http://www.theverge.com/2015/7/14/8965451/twitter-article-previews-auto-expand-summary-cards

Audience Targeting

Reach the intended audience.

Facebook

Location

Interests

Demographics

Interests

• Targeted: U.S., Canada, most MLB teams

• Post reach: 33% non-fans (average is about 20%)

• Post engagement rate double the average

Make content clickable

BuildAffinity

Affinity

◉Shift opinions◉Encourage loyalty◉Make content meaningful

Content with meaning

Oklahoma State University

“It’s time to share your #ORANGE love, We want to hear from you!”

School pride

Texas A&M University

Aggies participated in the ultimate Aggie moment: playing the school’s war hymn at their place of work, home, or their chosen location.

Editorial calendar

Colorado State University

“This Valentine's Day, we set out to find CSU sweethearts who both work on campus. Here's how well they know one another.”

Encourage loyalty

Boston University

“24-hour fundraising drive to benefit the BU Annual Fund”

https://givingday.bu.edu/

Encourage loyalty

Harvard Alumni Association

Housing Day Challenge 2015: How did living in your House shape your experience at Harvard?

Ultimate goal

Objective TacticStrategy

Social Media

Things you can do today Use social media tools to

research audiences Find user-generated content

and influencers Think about why someone

would share your content

Community◉Identify communities◉Establish relationships◉Make content shareable

Awareness◉Increase reach◉Target audiences◉Make content clickable

Affinity

◉Shift opinions◉Encourage loyalty◉Make content meaningful

Shareable, Clickable, and

Meaningful

Make content that is:

Community

Awareness Affinity

Photo: deadline.com

Any questions ?Find me at:◉ @mikepetroff◉ mikepetroff.com

Thanks!