Embedding Social Media into

Your Communications

Strategy

Mike Petroff Digital Content Strategist, Harvard University

@mikepetroff

Nice to meet you!

“

Developing your social media

strategy, in a nutshell.

Our social media strategy is

to…

◉ develop community

◉ listen to our community

◉ engage with our audience

◉ establish a brand voice

◉ amplify authentic stories

Our social media strategy is

to…

“Ignite the existing community

and attract new members by

amplifying the experience with

relevant and engaging content”

Our social media strategy is

to…

“Enhance the customer

experience by facilitating

authentic conversations”

Our social media strategy is

to…

“Target influencers with

engaging assets to act as

platforms for conversation”

“

Generate your own:

http://whatthef*ckismysocialmediastrategy.com/

What social media looks like…

What social media measures...

Why, Facebook, why?

What we ask social media admins to

do…

“Please post this on

Facebook because no

one checks their email.”

Let’s talk strategy

How do you integrate social media

more effectively into your broader

communications strategy?

Communications roll-out

Objective Tactic Strategy

Communications roll-out

Objective Tactic Strategy

Photo: http://tenthlifecats.tumblr.com/

Social Media

Communications roll-out

Objective Tactic Strategy

Photo: smilingcat01.files.wordpress.com

Social Media

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Community

Awareness Affinity

Photo: superherohype.com

Build

Community

Community

◉ Identify communities

◉ Establish relationships

◉ Make content shareable

Research and analysis

Research and analysis

SocialRank

Research and analysis

Twitter Advanced Search

Research and analysis

Twitter Advanced Search

Research and analysis

Worldcam (Worldc.am)

Crowd-sourced

content “Some typical things Berklee

students do in a 24 hour period.”

Crowd-sourced

content “A big thank you to everyone in our

community that helped capture

#HarvardinAutumn this year.”

Make

content

shareable

Build

Awareness

Awareness

◉Increase reach

◉Target audiences

◉Make content clickable

Increase reach

Your audience is your best

distribution engine. Make your

web content transition smoothly

into social media.

Tip #1:

Increase reach

An email to an influencer can

sometimes be more important

than a Tweet to your entire

audience.

Tip #2:

Increase reach

Shift from this...

Increase reach

… to this.

Place your screenshot

here

Know your metadata

Facebook Open Graph

Twitter Cards

Know your metadata

Know your metadata

Know your metadata

http://www.theverge.com/2015/7/14/8965451/twitter-article-previews-auto-expand-summary-cards

Audience Targeting Reach the intended audience.

Facebook

Location

Interests

Demographic

s

Interests

• Targeted: U.S., Canada,

most MLB teams

• Post reach: 33% non-fans

(average is about 20%)

• Post engagement rate

double the average

Make content clickable

Build

Affinity

Affinity

◉Shift opinions

◉Encourage loyalty

◉Make content meaningful

Content with meaning

Oklahoma State University

“It’s time to share your

#ORANGE love, We want to

hear from you!”

School pride

Texas A&M University

Aggies participated in the

ultimate Aggie moment: playing

the school’s war hymn at their

place of work, home, or their

chosen location.

Editorial calendar

Colorado State University

“This Valentine's Day, we set out

to find CSU sweethearts who

both work on campus. Here's

how well they know one

another.”

Encourage loyalty

Boston University

“24-hour fundraising drive to

benefit the BU Annual Fund”

https://givingday.bu.edu/

Encourage loyalty

Harvard Alumni Association

Housing Day Challenge 2015: How did

living in your House shape your

experience at Harvard?

Ultimate goal

Objective Tactic Strategy

Social Media

Things you can do today

Use social media tools to

research audiences

Find user-generated content and

influencers

Think about why someone would

share your content

Community

◉ Identify communities

◉ Establish relationships

◉ Make content shareable

Awareness

◉Increase reach

◉Target audiences

◉Make content clickable

Affinity

◉Shift opinions

◉Encourage loyalty

◉Make content meaningful

Shareable, Clickable,

and

Meaningful

Make content that is:

Community

Awareness Affinity

Photo: deadline.com

Any questions ?

Find me at:

◉ @mikepetroff

◉ mikepetroff.com

Thanks!