Great Lakes

Take the Scare Out of Social Media

October 4, 2017

With Halloween just around the corner, there are plenty of things to give you a good fright—but your social media effort shouldn't be one of them! Our resident social media expert Renola has some great tips to help you turn your social scares into successes.

Know Your Goals

Setting up a social media presence for your school is a journey—and like most journeys, it helps to know where you're going before you start. Identifying your goals at the beginning will make your path easier and can be the beginning steps to creating a strong Social Media policy. Here are some important questions to consider when defining your goals.

  1. What do you want to achieve? Are you hoping to engage a certain number of students? Increase awareness of the support available? Spread a specific message? Determine what your purpose is for being on social.
  2. How will you measure? The best goals are SMART goals (specific, measurable, achievable, results–focused, and timely). When defining your goals, make sure you have a way to track your progress so you have tangible evidence that you have accomplished what you set out to do.
  3. What does success look like for you? Identify what meeting your goals will look like so you know when you get there. (And be sure to take notes on what worked so you can repeat your successes in the future!)

Know Your Audience

If you know who your social media audience is, you'll have more success in your efforts. A good way to achieve this is through testing. By testing your content, you can see who responds to certain content, and what they're more likely to respond to. You can use what you learn to help grow engagement. Don't be afraid to ask your followers what they want—social media is meant to be interactive, and giving your audience what they ask for makes them feel heard and understood.

Engage, Engage, Engage

You've identified your goals, listened to your audience, and now it's time to put what you've learned into action! Put out content that goes beyond a static post. Try asking questions, creating quizzes, taking polls, and providing your audience with calls to action to increase participation. If you have the budget, explore things like live video, carousel ads, and Business Manager.

Listen and Repeat the Successes

Now that you've put your content out there, be sure to listen to the reactions. Use social listening to keep tabs on what's being said about your school on social media (directly and indirectly). Pay close attention to what's being said about your campaigns—did something cause a strong reaction? Make adjustments to your future efforts based on what you learn. Was one of your posts a smashing success? Go back and follow the methodology you used for that campaign, and see what you can repeat going forward to keep up the great work.



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