Follow up with those who run your school’s other social media sites to make sure relevant posts are consistent across social media platforms. For example, you may want to share the same post about the first day of school on Facebook, LinkedIn, Twitter and all other sites, but LinkedIn probably isn’t the right platform for announcing a snow day.
With these steps complete, you’ll be on your way to building an online community. The next step is knowing how to interact with that community.
Tell a compelling story
A school’s greatest asset is its student body, and educators want to work at an institution where they feel they’ll be able to make a difference in students’ lives. Social media posts should promote the broad spectrum of campus life, including student achievement, faculty successes, industry hot topics, and awards and recognitions that will interest current and potential employees.
The Social Media Examiner suggests organizations apply the 70/20/10 rule, which suggests 70 percent of posted content should revolve around the brand and business. For schools, this means posting information useful to students, professors, adjuncts and others in the education community. Twenty percent of posts should be shared from other sites, such as news articles on education or guest blog posts from community members. The remaining 10 percent should be entirely promotional, letting people know what is unique and wonderful about the school and any upcoming events.
While following the 70/20/10 rule, use mixed media — articles, videos and images. The variety will help keep your followers interested.
Post updates frequently
Social media engagement only works if content is posted regularly. Create a calendar of topics at the beginning of the semester so you’ll know what to post and when.
Recommended posting frequency varies by social media site, but best practice guidelines from Buffer.com suggest:
- At least three tweets per day on Twitter
- No more than three posts per day on Google +
- No more than two posts per day on Facebook
- One post per day on LinkedIn
These guidelines will help ensure you’re posting frequently enough to provide value to your community of followers but not so frequently that you’re overwhelming their social media experiences. Remember that these are just guidelines. Keeping an eye on how people engage with your posts by topic and frequency will help you create the schedule that best fits your school.