social strategy

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SOCIAL STRATEGY

CLEAR PURPOSE, BRANDING + MESSAGING

  

HOLLINS’ AUDIENCEs

which social media to use to reach them

 

 

facebook

 

WHY

  • Advertising
    • Because ads can be tracked so easily from view to click, Facebook is a great place to start with advertising. I grew my page from zero to 1,000 in a few weeks using affordable, targeted ads.
  • Audience
    • One billion people are on Facebook, including most (if not all) of your target audiences. They can reached through strategic actions and being certain of your page’s purpose.

HOW

  • Optimize Page
    • Creating an energetic about section tells your brand story. Add a bold button with a clear call to action below the cover image, making sure prospectives and donors know exactly how to get in touch with you; e.g. learn more or call now. Send message is always there so it’s best to add another, more enticing, way to engage.

 

my fACEBOOK >

 

INSTAGRAM

 

  

WHY

  • Engagement
    • Instagram continues to be the social medium with the highest engagement rate. Hovering around 12%, it’s a wonderful way to get in front of and stay top-of-mind with your audience.

HOW

Click to see how hashtags work

  • Beautiful Images
    • Well-thought-out images that tell a brand’s story stand out in the feed.
    • Keep branding logo and post style and color consistent.
  • Hashtags
    • When used strategically, these little keys are great ways to get found by new people in a target market.
    • Keeping an organized list for my typical post topics makes using hashtags consistently, and getting noticed, simple.

 

my instagram >

 

pinterest

 

HOLLINS NEEDS TO SET UP + USE PINTEREST

mock-up

WHY

  • Website Traffic
    • Pinterest is a search engine not a social medium. Posting pin-worthy images to your site, optimizing their titles for search engines (including Pinterest) and pinning the images to relevant boards in your account, will increase visibility of your brand significantly. Let’s be the first college to use the power of Pinterest.

HOW

  • Get Started
    • No other medium has the large, yet targeted organic reach that Pinterest has. As you can see, a lot of people will see your content. (The viewers on my account are up to 291,000 per month—with less than fifteen minutes per week devoted to pinning.)
  • Gather Content
    • Strategic boards filled with rich content attract your target market to your site. The front-end setup can take quite awhile, but the momentum is expontential with all the right pieces in place.

 

MY PINTEREST >

 

TWITTER

 

WHY

  • Prospectives
    • Young people love the simplicity of Twitter. It’s a go-to social medium for the prospective student audience.

HOW

  • Branding
    • Use a header image that tells your brand story to appeal to your wide-ranging target markets.
  • Tweet Hollins’ Beauty
    • Share quotes from books written by Hollins alum—weekly, daily—to remind us how awesome Hollins women are and have always been. Alternate text-only quotes with branded quotes like this:

 

MY TWITTER >

 

bonus: facebook groups

 

{My Facebook group of 3000+ members allows us to continue the conversation in a safe, close-knit community where members can feel at home, and everyone benefits from every question that’s asked and answered in a way that only Facebook groups provide.}

 

mock-up Hollins Facebook Group

WHY

  • Organic Reach
    • Facebook favors groups (because of the community aspect) over pages and shows group content in newsfeeds more than 500% more often than page content. Having an active community group on Facebook allows members to feel like they are part of an exclusive group (which they are) and allows you to communicate with them on a personal level.
  • Market Research
    • Facebook groups are the best place I’ve found to do market research. In groups, because people know they are in a community of like-minded people, discussions are genuine and open. People commune around a single topic and ask their questions, uninhibited.

HOW

  • Create a Group
    • Sample group name: Hollins Prospectives and Parents
      • Asking prospectives to join the group in a follow-up email after they request information, would allow you one more intimate way to stay in touch with them and allow them to feel like they are already part of the community long before enrolling in Hollins.

 

my Facebook group >

 

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