1. SOCIAL MEDIA PITFALLS Temeka Easter, Senior Director, Social Media
@lovejoy1908
November 2017

2. SOCIAL MEDIA PITFALLS

3. Agenda PITFALLS Social media strategy Content Crisis Management
Social Media Pitfalls
Agenda
PITFALLS
Social media strategy
Content
Crisis Management
Cross Promotion
Platform Overload
Intern
Measurement
Why is your school on social media?
Create awareness, provide customer service, provide information and resources, aid in recruitment and retention efforts, etc.
What do you hope to accomplish?
Inspire, inform, educate, retain, etc.
Who are the stakeholders?
Admissions, financial aid, legal, financial literacy offices, alumni office, human resources, student association, campus groups, etc.
Where should you publish?
Time is limited. You cannot be in every conversation.
Research your audience. Know your strategy. Select the platform best for you.
Define objectives to support your strategy
Improve customer service by providing first point of contact resolution within 4 hours.
Drive 1,000 visits to anyschool.edu prospective students page.
Increase financial literacy among student by providing helpful resources and materials.
Ask: schools to share their overall strategy and supporting goals

4. LACK OF STRATEGY

5. Denny’s
our social media platforms, you’ll see that the strategy is to serve as an online extension of what you would expect to experience in our restaurants: a welcoming, comfortable place where family, friends and complete strangers can all come together and have fun conversations,” Dillon says. “Our social media channels really are an online extension of the Denny’s booth.”
Adweek:

6. Social Media Strategy Why is your school on social media?
Social Media Pitfalls
Social Media Strategy
Why is your school on social media?
What do you hope to accomplish?
Who are the stakeholders?
Where should you publish?
What are your objectives to support your strategy?
Why is your school on social media?
Create awareness, provide customer service, provide information and resources, aid in recruitment and retention efforts, etc.
What do you hope to accomplish?
Inspire, inform, educate, retain, etc.
Who are the stakeholders?
Admissions, financial aid, legal, financial literacy offices, alumni office, human resources, student association, campus groups, etc.
Where should you publish?
Time is limited. You cannot be in every conversation.
Research your audience. Know your strategy. Select the platform best for you.
Define objectives to support your strategy
Improve customer service by providing first point of contact resolution within 4 hours.
Drive 1,000 visits to anyschool.edu prospective students page.
Increase financial literacy among student by providing helpful resources and materials.
Ask: schools to share their overall strategy and supporting goals

7. CONTENT (TOO MUCH, TOO LITTLE)

8. Social Media Pitfalls
Content Tips
Helps ensure that even when things are hectic, the school maintains a constant voice on social media. It also serves a time saver. Seek input from others to draft messages and remember the 60/40 rule. It’s not all about you.
Sample content: Office closings, payment due dates, semester start / end dates, top 10 questions, events on campus, student employment information, links to school financial literacy tools, links to presentations and webinars
Save time
Get input from others
Scheduling

9. Posting Cadence

10. BEING ON TOO MANY PLATFORMS

11. Too Many Platforms

12. Select best platform
source:

13. CRISIS MANAGEMENT

14. Avoid Roadblocks: Social Media #Fails
Social Media Pitfalls
Avoid Roadblocks: Social Media #Fails
Social Media fails can happen to anyone.
Here are 3 examples including one from Sallie Mae.
The important thing is to respond quickly and honestly in collaboration with your risk teams.
There is something that each of us can learn from each social media fail.

15. Social Media Pitfalls
Crisis Management

16. Crisis Management: Social Media Policy
Social Media Pitfalls
Crisis Management: Social Media Policy
Your social media policy serves as your navigation system.
Who is responsible for social media?
What is the review process?
How is information archived?
Is there a standard response time?
What are your active social media sites?
How will you deal with any personal information published on a platform?
Without a navigation system, you are bound to get lost. You’ll have to stop frequently and ask for directions. For the best experience, be sure to have a robust social media policy. Then if you hit a road block, you will be able to navigate it successfully. Here are a few suggestions of areas to include in your social media policy. For example, you may have proactive or reactive review process in place where content is reviewed before or after publishing. Your policy is a careful set of instructions about how your platforms will be governed.

17. What happens when social media goes wrong?
Social Media Pitfalls
What happens when social media goes wrong?
Create communication crisis plan in partnership with your legal department, public relations team and others.
Draft pre-approved content for a variety of situations.
Have process to remove terminated employees.
Have a system to temporarily stop/halt social media posts.
Perform annual crisis drills.
Respond quickly and honestly.
Collaborate with legal, HR, press relations and others as defined by your policy.
Things will go wrong on social media.
For example, at Sallie Mae a fake press release was issued that quoted a fake Sallie Mae CEO. We had to quickly work with our legal, compliance and PR teams to draft a response quickly.
Or there within one of our buildings, and we had to respond to inquiries.
For example, if there is a natural disaster you may want to have a plan in place to halt outgoing messages.
Be sure to have a plan in place to deal with potential crisis. There are no do overs in social media.

18. CROSS-POSTING CONTENT

19. Dangers of cross-posting
Social Media Pitfalls
Dangers of cross-posting
Lazy
Platform Benefits
Audience

20. Cross-posting Content

21. Cross-Promotion

22. HAVING AN INTERN DO IT ALL

23. Social Media Pitfalls
Interns….
EPA 2014

24. 5 reasons… Brand Management 2) Judgement and/or Discretion
3) Temporary Nature of Position
4) Social Media Manager Wears Many Hats
5) Lack understanding ROI and analytics

25. NOT MEASURING

26. Analytics & ROI

27. ROI & Analytics Measurements: When you measure: Visits to website
Number of followers
Engagement
Share of voice
Sentiment
Service level
Brand awareness
When you measure:
Advocate for additional resources
Identify new channels
Confirm current strategy is working
Get additional budget
Inform senior management of progress
Show how social media supports business objectives

28. Questions?