Proving the Value of Your Social Strategy:How to gain stakeholder approval for new social media initiatives

Madeline KronfeldManager, Social Media & PromotionsAmerican Public University System

@madelinebray

change

Why do we resist change?

• Fear of the unknown• The timing isn’t right• It could cost us• What if it fails?

Takeaway #1

Map new ideas to your organization's overall

objectives

Map new ideas to your org’s goals

• Generate student leads• Increase brand reputation• Increase graduation rates• Grow student/alumni engagement*

Takeaway #2

Use existing relationshipsor establish new ones

Social Media Customer Service

Source: Sprout Social

Takeaway #3

Do your homeworkbefore you present an idea

What to research

What does it cost?

How long will it take?

Who does it involve?

How will you know if it’s successful?

Recipe for a business proposal

• Purpose – why• Strategy – what• Implementation – how, when• Measuring success – where• People/teams involved – who

• Appendix/supporting documents

Takeaway #4

Don’t get discouraged

Handling criticism

• Listen to what they’re really saying• Assume good intentions• Don’t make excuses• Don’t take it personally• Use feedback to improve• Say thanks

Recap

• Map new ideas to your organization's overall objectives

• Use existing relationships or establish new ones

• Do your homework before you present an idea• Don’t get discouraged