1. A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation www.ucmo.edu/ur/case

2. Office of University Relations Besides our traditional marketing functions, University Relations maintains the university’s “official” social media presence. Work closely with individuals across the institution. Measuring effectiveness of our efforts.

3. Why Write a Social Media Strategy? Build brand loyalty Cultivate relationships Have direct interaction with audiences Connect and share

4. UCM’s Social Media History UCM YouTube channel Flickr Facebook profile for Mo the Mule Changed to Facebook fan page Carry brand designs to the Web Twitter

5. Steps in Developing Strategy Set your goals Identify your audience Narrow your focus Create content Engage your audience Measure and evaluate your results

6. Progress Meet with other campus groups to get them to consider whether they could put in the effort and the resources to be successful with social media on their own. Buy-in from most campus groups Many existing groups / fan pages encouraged their fans to join the main UCM site instead.

7. Evaluation Determine key indicators to track, such as: Total interactions Comments Likes Wall posts Retweets Subscribers Use these indicators to determine future efforts

8. Facebook Evaluation

9. Q & A A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation www.ucmo.edu/ur/case