Posted by Brad J. Ward | Posted in Concepts, Research, Social Media, Strategy, Technology, Thoughts | Posted on 08-05-2009
I’ve noticed a disturbing trend recently across many campuses. Social web presences for colleges and universities are being operated by robots… or so it seems.
As schools grapple with more, more, more and even more places on the social web to interact/update/moderate/maintain/upgrade, they are quickly losing the personal touch with their audience. Tools are available to make it easy to spread information out to multiple platforms, but every website is different. Every community is different. And, with a few exceptions, every update you post should be different.
Your audience on Facebook is different than LinkedIn. And that crowd is different than Twitter. 1 message does not fit all. A ‘Social Media Marketing Checklist‘ is not going to make you do things better, but it is going to inundate you with endless tasks that make you lose sight of what’s important in your marketing strategy.
Keep it simple: Be human, interact with others, and keep your institution on their mind. Don’t get stuck in the rut of ‘I have to do this on Monday, this on Wednesday, this twice on Thursday….” Be flexible and be a part of the community. Our research is proving it, being human wins every time.
Start by taking an honest look at your audience and how they want to get your information, and serve that audience first. (Alumni, Young Alumni, Current and Prospective students might all differ.) Ask them, like the FGCU Alumni Office did. Take a look at this response. And the same with University of Miami when they asked “Facebook or Twitter?” Then build your presence from there, adding in what you can manage.