my social media challenge at msu sustainability: plan and curate channel-specific content that adapts with ever-evolving algorithms and addresses a broad university audience, while working within the scope of a small creative team and a tight budget

 

See the accounts I've managed for over two years: 

> Facebook       >Twitter       >Instagram


the strategy: 

1. Plan out annual social content by theme [before it reaches the monthly social media calendar], factoring in things like program promotion,  monthly news stories, seasonal content and top-performing posts that can be recycled from last year--and develop a way to organize it as a resource for future use 

2. Develop channel-specific versions of strong content pieces to meet the needs and desires of your varied audiences 

 

3. Identify channel-specific campaigns that align with the needs and desires of identified audiences, outlining a bold strategy with key goals and a plan for promotion 

  • Earth Month 2016 "Pledge" campaign: 
    • Goals: grow followers as first campaign on Instagram 
  • "Green is more than a school color" campaign 
    • Goals: grow followers and page likes on Twitter and Facebook while driving traffic to newsletter sign-up 
      • Facebook as primary channel of promotion, supported by Twitter and Instagram 

4. Seek new systems to audit top-performing social media and effectiveness of social media campaigns 

  • Social media audit- monthly audit of top 10 Tweets and Facebook posts 
  • Paid social advertising/campaign metrics sheet 

the results: top performing posts throughout the year and constant curation of strong content that adapts with the varying needs and goals of the department