Ongoing social listening analysis allows you to better understand your baseline conversation and create personal benchmarks, track seasonal changes, evaluate the effects of crises, and measure the impact of new campaigns.
Is National Hispanic-Latino Heritage Month (September 15–October 15) in your fall content calendar? How was Pride Month? Do you already have plans for Black History Month?
As presidential digital leadership evolves, marketing leaders and their teams are more likely to support an executive social media presence. Even if you haven’t done this in the past, presidents change, and each change in leadership brings with it a change in social media presence. Being a leader on social media without a strategic focus is risky, and every executive should have a thoughtful approach to their online presence. Marketing leaders can help guide and mold the presidential approach to social media.
For most of the last decade, the way campuses show up on social media has become eerily similar. Campuses are on the same channels, posting similar content, chasing similar metrics. Social media has become just another set of channels on which to broadcast marketing messages in a one-to-many fashion. The pixel size is different or the on-screen images might move, but much of what is posted on social is just a few creative steps away from a billboard or a TV commercial. I refer to the mentions on social networks holistically as “online conversation,” but let’s be real—there’s very little actual conversation happening.
Thanks to social media, the news cycle is now. Which means communications teams need to be plugged into their campus’s online conversation if they want to effectively monitor and manage a crisis.
So you want to increase your social media engagement? I’ve got a hot tip that will outlast any algorithm change, meme trend, or “when to post” advice.