Which social media platforms are you or someone on behalf of your school using? The question is becoming more important as the communities we serve get more connected – socially. Equally important is an evaluation of how well your social media strategy and your marketing strategy align, and the extent to which they are used consistent with your school’s current and future policies.
For me personally, just figuring out how to use social media has been a challenge – one that in large measure still eludes me. But I understand it well enough to observe some less than desirable outcomes of what started as good intentions. The purpose of this article is to view social media in its entirety and discuss an overall social media strategy. It seems that there are three common challenges that exist with respect to social media.
Priorities, Processes, and Control
I addressed these issues in an article written over a year ago. And while the popularity and adaptation of the different social media platforms have changed. I believe these principals still apply to all of the variants of social media.
Priorities
It is still my opinion that your first priority, when evaluating online venues, is your school’s website. A properly constructed and managed website becomes a virtual community unto itself and the consolidation point for all of your social media channels. As hard as it is to imagine, there are still plenty of folks – especially parents – who simply don’t get the Facebook phenomena and probably never will. For them a tweet is something they long to hear after a long, cold winter, 1+ is decent Golf score for a tough hole on par 5, and Pinterest is just bad spelling.
So it seems that placing significant content on your main school website ought to be your highest priority. It might be a better strategy to liken your main website to the hub of a bicycle wheel, with all of the spokes leading to/from the hub to your various social venues. From a marketing standpoint, your online strategy, including all of your social channels ought to be designed with the purpose of driving traffic to your school website and gathering leads for prospective students. Here are some other reasons why your main website ought to be your highest priority:
1. Social platforms, while here to stay are a bit unpredictable and your community will probably move in and out of various social channels on a regular basis. Placing a greater emphasis on social channels at the expense of meaningful content on your website could end up diluting your message over time and eliminating much of your intended audience.
2. Content is king! While social channels are buzzing and brimming with activity, it is still a social channel. Real content, including legally required notices and documents should not to be delivered in a social setting. While announcements, opinions, and chatter can drive awareness of policy and administrative processes, the clear and authorized information should still be on your main website after proper review and publishing guidelines are followed.
3. The social media landscape is changing very rapidly, and the apparent winners today may not be the winners long-term. Your ability to move in and out of the social channels of choice will be enhanced by a clear website strategy. That strategy should not rely on the success or failure of a particular social media.
Process
Social media as a business (or school) is different than social media for personal use. Understand the difference and avoid mixing the two. If you are into social media, you have undoubtedly experienced cases of extreme over posting. And you certainly don’t want to be like that as an institution. It is not uncommon for companies to employ social media experts, whose sole focus is on developing and delivering social content. While it is unlikely that will have the luxury of such expenditure, there should be a clear strategy in your school about this process
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The last thing your principal wants is another assignment, but someone at that level ought to be the champion of the school and the school’s social media advocate. But principals and other staff members are not perpetual, so be sure that your social media account is.
It is also important to be consistent in your policymaking with respect to social media. Do you attempt to build a Facebook community, but ban the use of Facebook within your school? Are you trying to build a twitter following, but restrict use of mobile devices in your organization?
One idea is to develop your own internal social media platform. This is done automatically for you if you are using the Office 365 for Education platform. See my article about Live@EDU services.
Control
One common challenge is well-intentioned individuals, associated with your school, who create social media accounts using their own personal information and your legal name. This is a very precarious situation that should be handled sooner, rather than later. Having control over your messaging is essential, even when those individuals are key stakeholders in your organization. Much like the nightmares we have seen with domain names, ownership of Facebook pages with your official name by unauthorized individuals can be embarrassing at the least and potentially a legal nightmare in the worst case scenario.
Want to see how big of a problem this is? Just do a Facebook search using the name of your school. If you see more than one entry, you have a problem. More importantly, your users have a problem because they don’t know who to follow.
Social Media can be of great benefit to your school. Set clear priorities, designate specific individuals to manage it, and maintain control of this important piece of intellectual property. And remember, that from a marketing perspective, social media exists to obtain prospective students. So make sure there is a consistent and easy way to gather and track leads for followup.
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