To be effective, social media relies on content, consistency and developing a sense of community. At the end of the day, managing social media can be a full time job. With the evolving nature of social media and trends, the key to managing social media is keeping up with such trends.

  • If you would like to develop a social media presence for your academic or organizational unit, start by talking to your unit’s communications director. You might be able to post your content on channels that are already managed by your unit's communications team.
  • Be aware of the time commitment of running a social media account and be prepared to keep the account active through regular posting and timely responses to inbound messages/comments. Be willing to participate in social media training sessions and keeping abreast of university social media guidelines that are constantly evolving in the realm of social media.

Set a Strategy & Goals

  • Identify what the purpose of your social channel(s) will be, who you want to reach, the types of content you need to share and the goals of your department.
  • Consider if you have enough content to post daily to social channels. If you don't, it might be best to use a channel that is already created. University Relations considers messages for its main channels through the request for publicity form.
  • Set specific goals you hope to achieve with your social media channel(s). Are you trying to drive more traffic to your website? Are you trying to communicate about events hosted by your department?

Identifying the right channel

  • Decide what social media channels are appropriate for your department/organization. Below are some quick tips provided by our social media team and our observations managing our own channels. Because the landscape changes quickly and often, we will point to outside resources as well.
  • Visit our list of social channels. It contains information about content that is best for each channel, posting frequency, and tips.

Develop a Content Strategy

  • Create an editorial calendar to keep track of content - include important events that will need coverage
  • Try to vary your content topics and use different multimedia
  • Analyze your audience and study analytics - let engagement inform the type of content you post
  • Read over our "Social Media Best Practices/Procedures" for more guidance on content strategy.

Review Analytics

  • Monitor your analytics on a weekly or monthly basis
  • Look at top performing posts as well as a low performing posts
  • For videos shared on Facebook, be sure to look at average watch time