Social Media Strategy

The following has been created to help you develop a social media strategy for your faculty or department. Please review the Before You Start page first.


Communications Goals

  1. What specifically would you like to have happen as a result of your social media site eg. knowledge sharing; community building;  increased attendance at events; a greater level of service for stakeholders; greater community awareness about your faculty or department’s area of expertise etc.
  2. How will your proposed site support the goals outlined in the University’s strategic plan: mâmawohkamâtowin: Our Work, Our People, Our Communities


Budget


Determine how much money you have to dedicate to your social media efforts.  It is possible to create a social media presence with existing resources. However, additional money will increase the number of content and promotional opportunities you can pursue.


Audience

  1. Who do you want to connect with through social media (ie. faculty, staff, current students, potential students, people who share an interest or concern, etc.) 
  2. What kinds of information or stories are important to your audience(s)?


Type of site

  1. Where do you want to establish a social media presence eg. Facebook, Twitter, YouTube, Flikr, a blog, etc.
  2. How will this type of social media site (or combination of sites) serve to help you meet your stated communications goals better than the other options? eg. The demographic you want to reach is strongly represented there; your content is primarily video or photography; you want to be able to engage in real-time conversation with your audience, etc.


Tone

  1. What will be the tone of your site? eg. academic, conversational, humorous, etc.
  2. Is this tone appropriate for the audience you want to reach?


Content

  1. What types of content will you post?  eg. news, interviews, photos, podcasts, lectures, live streaming video presentations, animation, blog posts, etc.
  2. Where will this content come from?
  3. How frequently will fresh content be posted (ie. multiple-times a day, weekly)?


Monitoring


Who will be responsible for responding to comments on the site?


Meaurement

  1. What will you measure? eg. An increase in traffic to your main website; money saved in efficiencies; an increase in the number of admission inquiries; increased event attendance; the development of a new partnership; number of comments; type of comments (ie. you inspired, educated or assisted someone) etc.
  2. How will you measure this? eg. Google Analytics, Facebook Insights, YouTube Insights.


Promotion


What will you do in order to promote your site?

A couple of options include:

  • Adding the link to your social media site(s) on your faculty or department e-mails to campus, print materials, website, etc.
  • Submitting the site for inclusion in the University’s social media directory.


Succession and Back-up


Who else in your faculty or department will have the username and password to access the site(s) in the event of an emergency or if the creator/administrator is no longer available?


If you would like to speak with someone to discuss your social media strategy contact the University of Regina Social Media Users Group Co-ordinator, Shanan Sorochynski at sorochys@uregina.ca or 306-337-2455.