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Social Media: Primary Channels, Pros and Cons Primary Social Media Tools Facebook For conversation (two-way communication) Most widely used social media tool Broad reach (many users, all ages) Can push
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Social Media: Primary Channels, Pros and Cons Primary Social Media Tools Facebook For conversation (two-way communication) Most widely used social media tool Broad reach (many users, all ages) Can push info AND start discussions Multiple kinds of content, including events Can harness student enthusiasm to promote events Educate and engage the community on a specific topic or issue Takes time to construct appropriate posts (tone and content should try to engage interaction) Moderation needed (users expect ability to post) News feed settings can hide posts that aren t heavily liked People have to find the page before they can like it (lack of awareness) Potential resistance from students to be included in content (photos, videos) to be posted Twitter Primarily for one-way, outbound communication Real-time information Broad reach (many users, all ages) Can push info AND start discussions Multiple kinds of content, including events Can harness student enthusiasm to promote events Educate and engage the community on a specific topic or issue Takes time to construct appropriate posts (tone and content should try to engage interaction) Moderation needed (users expect ability to post) News feed settings can hide posts that aren t heavily liked People have to find the page before they can like it (lack of awareness) Potential resistance from students to be included in content (photos, videos) to be posted LinkedIn Primarily for connection/communities Professional networking Can push info (via updates ) Easy to create niche, serious, substantive discussions Ideal for private groups for student-alum mentoring, alum networking Favored by alumni in sciences and business Not a primary tool for undergrads Not as popular with alums in humanities and arts Must monitor and direct discussions YouTube Primarily for one-way, outbound communication Video Little monitoring required (except spam) Video increasingly popular Complements other channels (embed in Facebook) Can create collection of favorite videos (don t have to create them all) Metrics more specific (number of views) Expectation of at least a few original videos Not ideal for broadcasting critical information Feedback rare If You Decide to Move Forward Do a competitive analysis - Google search facebook.com english department (or other department/program of choice) - What do they post? How often? How many likes/comments? - Is there true engagement, or is the conversation one-sided? Set realistic goals Create a weekly planning calendar - Create two weeks of posts as a test Channel should be owned by department / program: - Staff and chair/director should have admin rights - Selectively enable students to help admin, to admin/promote events Which tool is best suited for which content? Text Links Photos Video Facebook X X X X Twitter X X LinkedIn X X YouTube X Examples of Posts/Tweets Facebook Prompt engagement with a question: Take a poll to gauge event success: Create an event that followers can RSVP for: (The Buffett Center Facebook page) Create a photo album to share an event recap: Twitter Basic (using shortened links): More advanced (hashtags mentions) Social Media Programming Suggestions Tone and content should be: - Friendly - Engaging, posing questions and other conversation-starters - Professional What you (and your followers) post reflects on: - Department/program - Weinberg College - Northwestern University Build relationships: - Like related pages (Facebook) - Retweet others comments (Twitter) - Mark videos as Favorites (YouTube)
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