Overview - Missouri State University€¦ · Editorial calendars • Develop a content strategy and plan ahead with an editorial calendar • Saves time • Helps you discover new

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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 ???