Social Media Strategy

Overview

The communication and theatre department could greatly benefit from the establishment of a social media presence. Establishing a department-specific social media identity could appeal to prospective students, current students, community members, and faculty and staff. For the purposes of this assignment in alignment with the goals of the department, the focus will lie on appeal to current students. This would provide an opportunity to reach out to students in an appropriate setting that is also on a platform they are comfortable with. The department would benefit the most through the use of Facebook and Twitter.

 

 

Department Objective: Build a stronger connection and gain visibility with students on campus

The main goal noted by the department was to increase the number of students who had a major or minor as an addition to one they already possessed from within or from another department. This objective will allow the department to be seen as an option for students who haven’t considered it before. Gaining visibility and building a connection will attract current students to the department for a variety of reasons.

 

 

Tactic: Create social media accounts on Facebook and Twitter

The creation of a social media presence should occur before the start of the next semester. It could be beneficial for the department to set up the social media and develop the content for the first few weeks or months over the summer but wait to launch until a week or two before the semester starts. This will allow the department to properly prepare and it will help promote interest in Bluffton and the department going into the start of a new semester.

 

 

Facebook

People who have accounts on Facebook use it to connect and socialize with others in various ways. Many use it to find out more information about a person, group or event. The department would benefit from having a Facebook account because it would allow current students to have information brought directly to them in a way that’s comfortable.

 

 

Objective 1: Gain 100 likes on Facebook in the first month

A social media account with no following will not be helpful or beneficial to the department. Creating a large following at the start of the “campaign” creates momentum that the department can capitalize on.

 

 

Tactics:

• Create an initial promotional video about the department and its offerings

  • This should be recorded and completed prior to the start of the semester and should be published the day of the launch to draw more attention to the account.

• Promote accounts on The Wit’s social media, website and radio station

  • This should be completed after the department has published it on its own social media accounts but not too long after so the momentum isn’t lost.

• Advertise accounts on Forum and Channel 2 slides and the Community Connection

  • This should be created and submitted to the public relations house and Brent Schroeder the week before the first forum. It should be requested that the slide runs for two weeks.

• Create a contest to promote the Facebook page

  • This contest should be created and prepared for before the start of the semester. It should be posted during the first week of classes. A promotional video, poster, image or other creative should be used to draw attention to the post. Have the participants “like” and “share” the post to enter the contest. This will multiply the reach of the post.

• Share and comment on posts from other Bluffton University accounts

  • Interaction will inform other Bluffton accounts of your presence. This could result in additional likes and even further promotion of your content. Interact with at least three other accounts during the day of the launch.

 

Objective 2: Interact with followers on Facebook each day

Interaction with your following is crucial for a successful social media presence. This daily communication will strengthen the connection between the department and its publics.

 

Tactics:

• Create two unique posts per day

  • The first two weeks of posts should be prepared before the semester starts so it is a steady stream of content and interaction each day from the department. These posts can be scheduled to post ahead of time using Facebook’s scheduling tool.

• Reply to comments on any posts

  • Each day, usually in the morning, the department should reply to any and all comments. This serves as a direct interaction that is more personal and will strengthen the bond between the department and its publics.

• Respond to any messages

  • Each day, usually in the morning, the department should respond to any and all private messages received. This serves as a direct interaction that is more personal and will strengthen the bond between the department and its publics.

• Post features of students, faculty or alumni within the department

  • By the start of the next semester, the department should have two or three features about faculty, alumni or a student. One story should be posted each week for the first three weeks of the semester.

• Promote department events

 

Twitter

Using Twitter will allow the department an avenue to receive feedback about events, classes or the department itself. It also allows the department to get more insight into what its public finds important or interesting. Twitter can also provide a way for the department to be seen by other departments, universities or the community through the use of popular trends and hashtags.

 

Objective 1: Gain 100 followers in the first month

A social media account with no followers will not be beneficial to the department. Creating a large following at the start of the “campaign” creates momentum that the department can capitalize on. Twitter will be one of the best platforms in which to communicate with students.

 

Tactics:

• Create a GIF to attract attention to the new account

  • Creating an interesting and entertaining creative will attract students to the account resulting in likes, retweets and follows. This GIF should be prepared prior to the semester and should be posted on the day of the launch.

• Promote accounts on The Wit’s social media, website and radio station

  • This should be completed after the department has published it on its own social media accounts but not too long after so the momentum isn’t lost.

• Advertise accounts on Forum and Channel 2 slides and the Community Connection

  • This should be created and submitted to the public relations house and Brent Schroeder the week before the first forum. It should be requested that the slide runs for two weeks.

• Create a contest to promote the profile

  • This contest should be created and prepared for before the start of the semester. It should be tweeted during the first week of classes. A promotional video, image or other creative should be used to draw attention to the post. Have the participants like and retweet the post to enter the contest. This will multiply the reach of the post.

• Retweet and/or favorite tweets from other Bluffton University accounts

  • Interaction will inform other Bluffton accounts of your presence. This could result in additional follows and even further promotion of your content. Interact with at least three other accounts during the day of the launch.

 

Objective 2: Interact with followers on Twitter each day

Interaction with your following is crucial for a successful social media presence. This daily communication will strengthen the connection between the department and its publics.

 

Tactics:

• Create 5-10 unique tweets per day

  • The first two weeks of posts should be prepared before the semester starts so it is a steady stream of content and interaction each day from the department. These can be scheduled out ahead of time using Hootsuite or another scheduling site.

• Tweet 1-2 photos, GIFs or memes per day

  • Tweeting content that is more than basic copy is essential to for positive interaction. These can be prepared ahead of time and scheduled for posting.

• Create a hashtag specific to the department to be used in special tweets

  • Having a unique hashtag will allow students to identify the account with that hashtag, creating a brand association. This should be introduced at the start of the campaign.

• Respond to any messages

  • Each day, usually in the morning, the department should respond to any and all direct messages received. This serves as a direct interaction that is more personal and will strengthen the bond between the department and its publics.

• Respond to any replies

  • Each day, usually in the morning, the department should respond to any and all replies. This serves as a direct interaction that is more personal and will strengthen the bond between the department and its publics.

• Post shortened links of features with a photo, GIF or meme to attract viewers

  • Tweet other content than basic copy to attract viewers. These tweets should have no other purpose but to entertain the followers. These can be prepared ahead of time and schedule for posting. Tweet three to four of these per week.

 

Conclusion

The communication and theatre department lacks a unique and easily recognizable identity. It could benefit from expanding the reach of the department by creating social media accounts and interacting with its followers. Facebook and Twitter account for the communication and theatre department can provide ways to connect with current students in a setting appeal and comfortable to them.