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Social media strategy (Initial, Fall 2012)

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Rene¨¦ LeBouef
Rene¨¦ LeBouef

This document provides an initial assessment of the social media presence and strategy for Sustainable Carolina at the University of South Carolina as of October 2012. It analyzes the organization's Facebook, Twitter, YouTube, Pinterest, and Instagram platforms and follower counts. Insights are presented on each platform and solutions are proposed, such as using Facebook for staff spotlights and sustainability tips, Twitter for live event tweeting, Instagram for garden and event photos, and Pinterest for recycling content among a female audience. Metrics show follower increases across most platforms between September and October 2012. Future improvements discussed include expanding YouTube content.

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Social Media Strategy (initial assessment of current digital presence) Renee¡¯ LeBouef Communications Graduate Assistant October 2012
Presence (as of 09/12) Facebook: 230 followers ¡ñ Inconsistent, bi-weekly posts of our events, occasional mentions of community partners¡¯ activities, first-person voice Twitter: 195 followers ¡ñ Extreme inconsistency (again), occasional retweets of community events YouTube: 2 subscribers ¡ñ features only one video created by a student on ¡°What Sustainable Carolina is,¡± funded by Magellan grant ¡ð excellent content - just need more of it.
Facebook Strategy Insights ¡ñ ¡ñ Because we often have multiple, small-scale events (garden workshops, guest speakers) in one week, posting reminders about these activities doesn¡¯t leave much time for audience interaction. We lose followers when we post multiple times daily about upcoming events. Students don¡¯t want their news feeds cluttered with event promotion - but they do want: ¡ð helpful tips on easy ways to live sustainably ¡ð fun, interesting facts about Green Quad (anything that gives that ¡°wow¡± factor) ¡ð Info on green resources within the university and greater Columbia community ¡ð Insight into our projects and our teams to understand exactly who we are, what we do and why we care Solutions ¡ñ ¡ñ ¡ñ Make us relatable by featuring staff spotlights, ¡°behind the scenes¡± candids and other consistent programs Schedule weekly ¡°Did You Know?¡± posts about Green Quad¡¯s offerings and history Female students far more engaged than male students leverage this strength by featuring sustainability-related ¡°pins¡± from Pinterest
Social media strategy (Initial, Fall 2012)
Twitter Insights ¡ñ ¡ñ ¡ñ ¡ñ Focus group results: students are more likely to attend on-campus events they read about in real time on their feeds; too much advanced notice deters interest Use this medium for live tweeting, featuring action shots from events and encouraging followers to use specific hashtags during biggest events ¡ð #SustainabilityWeek, #EarthWeek, #ReclaimedRunway Engagement is KEY - must maintain an existing link to our brand in memory Continual re-tweeting from partner organizations (EcoReps, Green Quad)
Instagram ¡ñ ¡ñ We have a unique advantage in our community gardens - perfect content for a purely visual medium that¡¯s trending among our target Platform will be used to: ¡ð Feature what¡¯s growing in the garden ¡ð Post best shots from our most successful events, such as Reclaimed Runway and Grassroots Yoga ¡ð Engage with current #UofSC Instagram initiatives (¡°photo a day¡± challenge, No Limits campaign)
Social media strategy (Initial, Fall 2012)
Pinterest ¡ñ ¡ñ Through a series of intercept interviews with female Green Quad residents, 100% of respondents reported having a Pinterest account they actively use Creation of a Pinterest account allows for recycling of content posted to Facebook and Twitter ¡ð Easy to follow other ¡°green¡± boards and repin on a regular basis; takes no more than 1 hour/day to maintain pins ¡ð crafts, recipes, health tips + stress relief all excellent for a female dominant audience
Social media strategy (Initial, Fall 2012)
Organic Follower Increase: 09/12-10/12 Medium September 2012 October 2012 Increase Facebook 230 followers 770 followers 234.8% Twitter 195 followers 540 followers 176.9% Instagram n/a 100 followers Pinterest n/a 100 followers
Continuing to evaluate success ¡ñ ¡ñ Facebook insights: provides virtually all engagement metrics necessary to determine message reach ¡ð Page ¡°Likes,¡± number of comments, shares and post reach over time Twitter: HootSuite analytics Source: Facebook Insights
Future Improvements YouTube ¡ñ ¡ñ Post recordings of leadership workshops so staff members who are unable to attend may view at a later date (¡°private¡± setting, giving interns access to content) Feature comprehensive wrap-up videos of week-long student engagement opportunities (Earth Week, Sustainability Week) ¡ð Create a video manager position for a marketing team intern; responsible for editing raw video and combining with student interviews at events to craft compelling stories

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Social media strategy (Initial, Fall 2012)

  • 1. Social Media Strategy (initial assessment of current digital presence) Renee¡¯ LeBouef Communications Graduate Assistant October 2012
  • 2. Presence (as of 09/12) Facebook: 230 followers ¡ñ Inconsistent, bi-weekly posts of our events, occasional mentions of community partners¡¯ activities, first-person voice Twitter: 195 followers ¡ñ Extreme inconsistency (again), occasional retweets of community events YouTube: 2 subscribers ¡ñ features only one video created by a student on ¡°What Sustainable Carolina is,¡± funded by Magellan grant ¡ð excellent content - just need more of it.
  • 3. Facebook Strategy Insights ¡ñ ¡ñ Because we often have multiple, small-scale events (garden workshops, guest speakers) in one week, posting reminders about these activities doesn¡¯t leave much time for audience interaction. We lose followers when we post multiple times daily about upcoming events. Students don¡¯t want their news feeds cluttered with event promotion - but they do want: ¡ð helpful tips on easy ways to live sustainably ¡ð fun, interesting facts about Green Quad (anything that gives that ¡°wow¡± factor) ¡ð Info on green resources within the university and greater Columbia community ¡ð Insight into our projects and our teams to understand exactly who we are, what we do and why we care Solutions ¡ñ ¡ñ ¡ñ Make us relatable by featuring staff spotlights, ¡°behind the scenes¡± candids and other consistent programs Schedule weekly ¡°Did You Know?¡± posts about Green Quad¡¯s offerings and history Female students far more engaged than male students leverage this strength by featuring sustainability-related ¡°pins¡± from Pinterest
  • 5. Twitter Insights ¡ñ ¡ñ ¡ñ ¡ñ Focus group results: students are more likely to attend on-campus events they read about in real time on their feeds; too much advanced notice deters interest Use this medium for live tweeting, featuring action shots from events and encouraging followers to use specific hashtags during biggest events ¡ð #SustainabilityWeek, #EarthWeek, #ReclaimedRunway Engagement is KEY - must maintain an existing link to our brand in memory Continual re-tweeting from partner organizations (EcoReps, Green Quad)
  • 6. Instagram ¡ñ ¡ñ We have a unique advantage in our community gardens - perfect content for a purely visual medium that¡¯s trending among our target Platform will be used to: ¡ð Feature what¡¯s growing in the garden ¡ð Post best shots from our most successful events, such as Reclaimed Runway and Grassroots Yoga ¡ð Engage with current #UofSC Instagram initiatives (¡°photo a day¡± challenge, No Limits campaign)
  • 8. Pinterest ¡ñ ¡ñ Through a series of intercept interviews with female Green Quad residents, 100% of respondents reported having a Pinterest account they actively use Creation of a Pinterest account allows for recycling of content posted to Facebook and Twitter ¡ð Easy to follow other ¡°green¡± boards and repin on a regular basis; takes no more than 1 hour/day to maintain pins ¡ð crafts, recipes, health tips + stress relief all excellent for a female dominant audience
  • 10. Organic Follower Increase: 09/12-10/12 Medium September 2012 October 2012 Increase Facebook 230 followers 770 followers 234.8% Twitter 195 followers 540 followers 176.9% Instagram n/a 100 followers Pinterest n/a 100 followers
  • 11. Continuing to evaluate success ¡ñ ¡ñ Facebook insights: provides virtually all engagement metrics necessary to determine message reach ¡ð Page ¡°Likes,¡± number of comments, shares and post reach over time Twitter: HootSuite analytics Source: Facebook Insights
  • 12. Future Improvements YouTube ¡ñ ¡ñ Post recordings of leadership workshops so staff members who are unable to attend may view at a later date (¡°private¡± setting, giving interns access to content) Feature comprehensive wrap-up videos of week-long student engagement opportunities (Earth Week, Sustainability Week) ¡ð Create a video manager position for a marketing team intern; responsible for editing raw video and combining with student interviews at events to craft compelling stories