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Channeling your faculty research to social media success
Michi Gupta The University of Chicago
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Michi GuptaASSISTANT DIRECTOR, DIGITAL STRATEGYTHE UNIVERSITY OF CHICAGO
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THINK. TRANSFORM. THRIVE.
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THE QUESTION
We have this amazing faculty research on XYZ! Can we get some media coverage/social media buzz around it?
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THE PROBLEM
“Far too often for writers and editors the story is
done when you hit publish. At the Huffington Post, the article begins its life when you hit publish.
Paul Berry, Former CTO of The Huntington Post”
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RETHINK THE PROCESS
(Near) real-time Storytelling Digital Storytelling Social Media
Visuals are processed 60,000 times faster
Real-time engagement earns more retweets and likes by 400%
62% of U.S. adults get news on social media
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Quick Hits Menu is an assorted list of different content types catered towards real-time storytelling. The goal of this “menu” is to insert our faculty expertise in a timely fashion with current affairs, and the turnaround time for this is aimed at 48 hours max.
THE HOW: QUICK HITS MENU WAS BORN
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QUICK HITS MENU
Appetizers• Content Calendar• Social Listening
Main Course• Reddit AMA• In Studio With• Medium• Facebook Live
Dessert• By the numbers• a
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APPETIZER: CONTENT CALENDAR
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APPETIZER: WE LISTEN. A LOT.
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REDDIT AMA (ASK ME ANYTHING)1. Faculty member has a new book coming out that aligns with current news
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VIDEO: IN STUDIO WITH2. Faculty is well-versed in a topic that’s in everyone’s mind
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OP-ED IN MEDIUM3. Faculty has expertise in somewhat an evergreen topic
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#FACEBOOKLIVE OFFICE HOURS4. Faculty is up for dialogue on topics that people have questions about
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DESSERT: BY THE NUMBERS
Total number of Quick Hits Menu content: 16Reach: 870KVideo views: 100KEngagement: 8.4K
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Questions and Discussions
@TeamUChicago
@UChicago