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Excellence Awards in Social Media * Social Networking * Microblogging

Excellence Awards in Social Media * Social Networking * Microblogging. Our Social Media arsenal. Background. Late starter! Didn't want to contend with nonsense and negative comments. THEN!

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Excellence Awards in Social Media * Social Networking * Microblogging

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  1. Excellence Awards in Social Media * Social Networking * Microblogging

  2. Our Social Media arsenal

  3. Background • Late starter! • Didn't want to contend with nonsense and negative comments. THEN! • Decided that Facebook would enable us to engage with our primary audience (prospective students) on a platform where they want to engage, making communication more effective.

  4. What we communicate • Advertising audience-related events on and off campus • Answering questions of prospective and current students • Outstanding achievements at the university • Photographs of events and activities on campus

  5. What we communicate • Feature different aspects of the university in our cover photo • Polls to obtain instant feedback from our stakeholders • Using the channel to keep our stakeholders informed during crisis • Links to videos and other interesting content on other sites and our other channels

  6. The project team ME !

  7. Our objectives • To communicate with our stakeholders • To be interactive – two-way conversation • Positive engagement from our audience • To be relevant & immediate • Grow our brand

  8. How we achieve them • Content is king – change regularly • Pay particular attention to visual elements • Answer questions timeously • Acknowledge the sense of community of our students

  9. How we achieve them • Balance five types of content: • Promotional • Brand (educational) • Topical (relevant) • Value-add • Community driven • Consistently monitor the content posted by others (sometimes creates an opportunity to turn bad into good!) • As a dynamic African university, our aim is to show that things are going on and that we are a diverse, HAPPENING institution!

  10. Measurement • Number of likes and the rate of growth along with positive interactions. • Number of queries being answered by existing students (acting as ambassadors) • Number and quality of “posts by others” on our page • Number of fans from outside our borders liking” our page – proving that our brand is “out there” • KLOUT - measures the size of a user's social media network and how other users interact with that content – displayed in a number from 1-100.

  11. Challenges • Staff resources! • The “right” person – institutional knowledge • Time • Unsavoury posts /comments by others

  12. The tweeters Debbie Derry (& me)

  13. BackgroundOnce upon a time Twitter was something “out there” – a strange phenomenon of which our small team of Baby Boomers had only a passing interest. • Built it into our present communication commitments. • Debbie & Twitter 101 - embarked on a campaign to seriously grow our numbers and build allegiance to the NMMU brand. • Our motivation - to specifically reach our students . • Today, it’s an integral part of our communication strategy

  14. What we communicate • Tweeting positively on a daily basis, even at weekends • Tweeting important sports results • Tweeting student achievements • Initiating DKY? (Did you know?) and Q4D (Quote for the Day) campaigns • Interacting with students with complaints/queries timeously

  15. What we communicate • Encouraging others to follow NMMU brand ambassadors (like Paralympian Kevin Paul) • Tweeting during times of crisis • Linking to our other channels • Retweeting good content of others who we follow • Sending our Twitter details to specific media people • Tweeting decent content

  16. Our objectives • A successful open line of communication with our students and prospective students – so that we can grow the NMMU brand. • To encourage brand ambassadors for the university by them sharing our successes with their own followers. • Add value to our followers by giving them information that is useful and/or fun. We want them to smile and feel proud and “sing our praises”. • To grow our followers and retweets

  17. How we achieve them • Content is king – change regularly • Answer questions timeously • Balance five types of content: • Promotional content • Brand content (educational) • Topical content (relevant) • Value-add content • Community driven content • Consistently monitor content tweeted by others

  18. Measurement • Growth in followers • Increase in the number of retweets • The number and quality of the interaction between our followers • The increase in queries • The increase in the number of followers of our ambassadors e.g. NMMU Law student Kevin Paul • Journalists who follow us • KLOUT!

  19. Challenges • Staff resources! • The “right” person – institutional knowledge • Time • Unsavoury posts /comments by others

  20. Parting shot you can do it properly! If you’re not doing it – you should be but only if ….

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