overview - missouri state university€¦ · editorial calendars • develop a content strategy and...
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8/14/2014 1 Office of Web and New Media | |
Overview • Listening to your audience • Content sourcing • Best practices for all platforms
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LISTENING TO YOUR AUDIENCE
Telephone vs. Megaphone
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Social media is your telephone, not your megaphone • Social media platforms allow for
two-way conversation
• Ask your followers to comment or respond
• Set the tone, don’t control the conversation
• Listen, listen and listen again
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Dealing with negativity • Determine standards for
acceptable behavior before there is an incident. (Student Code of Conduct)
• Unless the negative content
violates your standards, don’t delete it.
• If it does violate your standards,
take a screen shot and then remove it.
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Dealing with negativity • Examples of comments that would be subject to deletion:
• Comments that include first and last names, locations or other personal information
• Comments that include blatant profanity, racist, sexist or derogatory content
• Comments that are off-topic or spam
• Comments that contain an inordinate amount of errors or incorrect information or links
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SOURCING CONTENT The power of the clickback
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Sourcing your content Interesting content is one of the reasons people follow brands on social media. Your organization’s website and blog can house that content. • Organization background and location • Event details • Program descriptions • Forms and other documents
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Sourcing other Missouri State content • News Blog
• Web and New Media Blog
• Missouri State Bears
• Missouri State YouTube
• Other University units’ social media accounts
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Work smarter: Repurpose content • You can reuse the same content
in different ways on different channels at different times
• Customize content for your platform’s features
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Your turn! • Visit the Missouri State homepage to see information
about Welcome Weekend. • Find a way to frame the content to fit your University
unit, then hold on to it for later in this training
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Editorial calendars • Develop a content strategy
and plan ahead with an editorial calendar • Saves time
• Helps you discover new opportunities
• Allows you to maximize on the strategy of repurposing content
• Allows you to build upon current trends like #TBT
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Your turn! • Come up with a basic
editorial calendar for the rest of the month. • Account for how many times
per day/week you post • Account for all your
platforms • Check the Master Calendar
for ideas • Consider national holidays,
seasonal activities and more
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BEST PRACTICES Making your content work for each platform
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Tips for all platforms • Be authentic and infuse personality into your posts
• Post frequently and consistently
• Write like a journalist: Master the headline and lead • Inverted pyramid style • Tweet: 140 characters • Ideal Facebook post: Less than 40 characters
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Tips for all platforms • Regularly use photos on
Facebook and LinkedIn, occasionally on Twitter • Check your resources
handout for photo sizing standards
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Photos
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Photos
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Tips for all platforms • Use hashtags on Twitter,
Instagram and Facebook • #GoMaroon • #MSUBears • #CitizenBear • #FollowYourPassion • #FindYourPlace • #BearGrads • #BearsHomecoming
#
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Tips for all platforms • Tag relevant people,
places and locations when possible • Provides more information
to the user • Gives credit to the content
source • Increases the possibility of
a retweet or share, boosting your visibility
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Tips for all platforms • Whenever possible,
provide a link for more information • Gives them a direct line to
learn more about you and your content
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QUESTIONS ???