#CommuniCon18

Social Media: Engagement & Stewardship

Karen Richters, Programs AbroadMeghan Jagnow, University Housing

Sarah Zimmerman, UT Libraries

Hi! I’m Meghan.Pride Points• Engagement and channel growth• Effective use of channels that has

developed our department relationship with prospective/current students

Challenges• Inconsistent resources• Changing algorithmsEvaluation:• Sprout Social - social media management

system• Highly data-driven with consistent

benchmarking

University Housing circa 2013• Twitter: less than 100 followers• Less than 500 fans• Instagram, Pinterest, and YouTube were

not utilizedPresent Day• Twitter: 4,400+ followers• Facebook: 2,800+ fans• Instagram: 1,000 followers• Pinterest: avg 10,000+ monthly views• YouTube: avg 1,000+ monthly viewsLooking Forward:• Expand YouTube to include vlogs• Increase activity on Instagram and utilize

stories more consistently• Reimagine use of Facebook

Programs Abroad (2016)• Twitter: less than 100 followers• Instagram: less than 500

followers• Posting inconsistently

Present Day• Twitter: 700+

followers• Facebook:

2,000+ fans• Instagram:

2,500 followers

The Future• Work on building relationship with

followers• Posting more consistently & with

relevant content

Pride Points• Channels' growth• #VolsAbroad Takeovers

Challenges• Finding relevant

content for FB & Twitter• Developing relationship

with followers• Multiple people in office

Evaluation• Analytics provided by

platform• Experimenting

I'm Sarah

Where we came from (Nov. 2017)• No dedicated manager

• Multiple accounts

• Low frequency in posting

Where we are• Twitter: ~1,500 followers

• Facebook: ~1,100 followers

• Instagram: ~1,100 followers

Where we want to go• Leading academic resource on social

• Reveal more of our special collections

• Create more engaging video

• More concrete planning and evaluation

Points of pride• Increasing consistency

• Increasing engagement

• Increasing following

• Tons of content

Challenges• After hours responses

• Nailing down concrete plans

• No specific student group

Evaluation• Qualitative comparison

• Leading people to action

• Exposure through other

accounts, etc.

Finding Engaging Content

Top Twitter Posts, by Clicks • Room Selection posts• Video virtual tours• Blog Posts

Top Twitter Posts, by Responses • Welcoming our new Executive Director• Blogs• Homecoming Traditions

Finding Engaging Content

Top Facebook Posts, by Clicks • Meet Your Hall Director campaign• Video virtual tours• Room Selection

Top Facebook Posts, by Response • Meet Your Hall Director campaign• Video virtual tours

Top Instagram Posts • Best Room Competition• RA Appreciation Week• Celebratory Posts (athletics,

game memes, etc.)

Top Instagram Posts, by Response • Best Room Competition• Housing Open House• Student Employment

Finding Engaging Content

Creating Engaging ContentTop Twitter Content• #HowToGetIntoHodges• De-stress for Success• Hours updates• Makerspace campaign

Creating Engaging ContentTop Facebook Content• Window painting• Sneak peek at 3D anatomy table• Hiring opportunities• Event schedule graphics• Faculty/Staff highlights• Expert interviews

Top Instagram Content• Video: library

happenings• Accessibility• Lib faculty/staff• SNOW, SMOKEY,

ZAMBONI

Creating Engaging Content

Sharing Engaging Content

Top Tweets, by Engagement • Vols Abroad meeting Peyton

Manning in Italy• #VolsAbroad IG Takeovers• Student content (i.e. videos, photos,

blogs)

Top Tweets, by Impressions • Vols Abroad meeting Peyton

Manning in Italy • #VolsAbroad IG Takeovers• Scott's Cheap Flights

Sharing Engaging ContentTop Facebook Posts, by Reach• Country related books • Deadlines (I.e. program, scholarship)• Passport fee increase

Top Facebook Posts, by Engagement • Country related books • Deadlines (I.e. program, scholarship)• Flight deals

Sharing Engaging ContentTop Instagram Posts• Instagram stories• Photos featuring student• Videos/clips

Top Instagram Posts, by Response • Photos featuring students • Videos/clips• Instagram stories

Social Stewardship: A Mindset• How am I serving my organization’s mission?

• Am I showing respect for my audience members’ time?

• How can I contribute positively to the relationship(s)?

Social Media Stewardship• Keys to Social Media

Stewardship

• Engage with your audience

• Embrace both positive and

negative posts

• FOLLOW UP!!!

Response Time

• Average Response

Time: 2-2.5 hours

• Average Response

Rate: 75%

Tips for Better Stewardship• Set reminders• Response time

• Stay active• Reach out to followers – start dialogue

• Be human• Create content people actually want to see

Social Media: Engagement & Stewardship

Questions for the panel

#CommuniCon18