Higher Ed Social Media Strategy with Liz Stahl: Part 2
Last week Liz Stahl from In Haus Consulting laid out the best ways for engagement offices to begin a social media strategy. This week we'll dive a little deeper into how to measure success and when you should be posting.
You hear the term “Mobile First” a lot, how much should engagement professionals be thinking of mobile versus desktop
“The number one rule of social content creation and dissemination is to think MOBILE ONLY.”
“At this point in time in the US 95% of people that you're going want to convert are viewing your content on either a tablet or mobile device. As universities, we tend to evaluate that work on desktop screens and assume that their audience is going to consume that content on their desktop.”
“See it and understand it via a device that their audience will see it through. Put yourself in that mindset, people are on the phone potentially seeing what you are targeting, and on top of that, as well, nobody is looking for your content on their mobile screen. It has to be contextual enough for them to stop. Your content is going to ingested in between photos of somebody’s friends, kids, and another ad for boots. You have to create the type of content and disseminate it understanding the context and very likely to be converting almost only from a mobile screen.”
When is the best time to post?
“I find when you want somebody to convert. Generally the times that are most key are first thing in the morning and the second is right before an evening commute.”
Should universities have one Facebook page or different pages for different departments (alumni, athletics, etc.)
"There is always a debate between one large presence and many targeted pieces. It really depends on goals, if you're playing the long game and you want to cultivate a whole community of people who aren't necessarily ready to give back to the university, people who are maybe just interested in learning more about, having one presence is great. But if you are looking to very quickly build a relationship with your alumni base, I would definitely argue against having one presence.”
The key is to create a community where you are putting out very relevant content to one group of people and making sure that it feels like it's a tailored when they get messages. Now, you can have one presence and hyper-target different groups, but ultimately I think that building one solid community with one solid objective is the best way to make an alumni base activate and feel connected.”
How should alumni engagement professionals measure success when it comes to social media?
“There are in-platform engagements KPIs (Key Performance Indicators), and there are external KPIs. I really like to track two main in-platform KPIs, (success vs. diminishing returns) that would be the reach that a post gets and the engagement rate (reach divided by a number of people who engaged in some way). So those are two really strong indicators, and when you're just starting out seeing what got the reach and what people engaged with where scalability is likely, those are the two key areas.”
“I would couple that with what happens when somebody engages with your post and left the social media platform (watching what they do after they leave the site, their first click). 50/50 split in importance.”
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Learn more about Liz and In Haus Consulting
In Haus is a digital media marketing & social media consultancy build to help clients master the real-time marketing landscape. Liz Stahl is a seasoned digital executive with 10+ years leading digital marketing teams for multi-national brands like Apple, Disney, Acura and Live Nation. Liz attributes her success to spending ample time both in-house with brands as well as on the agency side, providing a uniquely well-rounded perspective on the real-time marketing landscape. LEARN MORE about Liz and In Haus,