Overview

Utilize various social media channels with measurable, achievable outcomes in mind.

Purpose, Channels and Audience

  • Determine the Business purpose of social media within Information Services
  • Identify the channels through which Information Services will communicate
  • Establish intended audiences per channel

Strategies and Outcomes

  • Define goals for each business purpose, channel and audience
  • Break down rough time and LoE (Level of Effort) values for each purpose and channel

Business Purposes

Developing engaging content for social media is time and resource-intensive to execute well. It is important to determine why we are investing time and resources to build our social media involvement. In the list that follows, each purpose will have a 'what' section to define it and a proposed 'why' to justify the value. There are active purposes and supporting purposes. Active purposes serve Information Services while supporting purposes serve the active purposes.

Active Purposes

These business purposes serve the goals of Information Services.

Increase Traffic to 'Premier' Services
What

A Premier Service is a term for use internally and only in the context of social media and promotions. This term does not denote level of importance/value/number of users.

Why

In order to justify the development, deployment and on-going support of any service, it is vital to show that people are using it. Social media can contribute to this goal by driving more users to a service.

Premier Services meet the following criteria:

  • Centrally supported
  • Non-captive user audience
  • Opportunity for user growth
  • 'Pick-up-and-use' functionality (Think using Box vs signing up for an email newsletter)
  • "wow factor" (Not possible to quantify)

The following are 5 proposed Premier Services that meet the criteria for the intent of promoting via social media:

  • apps.oregonstate.edu
  • Box
  • Localist (Calendar)
  • Office 365
  • OSU Mobile
Tier 0.5 Support
What

Tier 0.5 Support (not a real term) is intended to act as a half-step between Tier 0 (Self services support, helpdocs) and Tier 1 (Calling the helpdesk or submitting a help request).

Why

To improve the customer service experience by offering interaction that is a step above an FAQ or help doc and reduce extraneous support requests to the service desk.

Operational Communications
What

Operational communications encompass planned and unplanned communications regarding maintenance and outages.

Why

By utilizing social media channels, Information Services can more effectively notify customers of maintenance and outages. This improves the customer experience and builds trust.

Supporting Purposes

These purposes exist to serve the active purposes outlined above. They may occur passively within channels or outside of it through external campaigns and initiatives.

Audience Building & Community Engagement
What

This first part of this purpose is to establish the intent to grow our audience across all social media channels. The second is to drive engagement with content that we create and push through the various channels.

Why

Increasing the audience and driving engagement is key to meeting the other purposes. Without an audience (or an engaged audience) it is not possible to offer support, advertise services or communicate outages and maintenance.

Branding
What

A brand cannot be created, but it can be influenced. The Information Services brand is not what Information Services determines it to be, but what our collective audience thinks of us. Social media can be used to enhance the Information Services brand by using consistent language, visual elements, and themes.

Why

By driving a cohesive Information Services brand, we increase the effectiveness of all other business purposes of Information Services by increasing customer trust.

Channels

With the business purposes established, it is important to choose channels which can be used to serve those purposes.

Facebook

Twitter

Slack

Blog

Audiences

The audiences that we are attempting to engage on social media are broken into 3 overarching categories.

Students

Non-IT Staff/Faculty

IT Staff

Channel/Purpose Matrix

This table offers a breakdown of social media channels and the affinity of each channel to a business purpose.

Primary Purpose

This is the first intended purpose of the channel. The majority of effort and content will be to serve this goal.

Secondary Purpose

This is a the second-most intended purpose of the channel.

Tertiary Purpose

This level denotes a "would-be-nice" level of importance or something that happens inherently (branding, for example).

 

Facebook

Twitter

Slack

Blog

Drive Traffic to Services

Primary

Not Intended

Tertiary

Secondary

Tier 0.5 Support

Tertiary

Secondary

Secondary

Not Intended

Audience Building & Community Engagement

Secondary

Not Intended

Primary

Not Intended

Operational Communications (Outages)

Not Intended

Primary

Not Intended

Primary

Branding

Tertiary

Tertiary

Tertiary

Tertiary

Channel/Audience Matrix

This table offers a breakdown of social media channels and their content-affinity towards each audience.

Primary Audience

This is the first intended audience of the channel. The majority of effort and content will be to serve this group.

Secondary Audience

This is a the second-most important audience of the channel.

Unintended Audience

This means that the channel does not serve this audience and should not be used as such. There may be some exceptions.

 

Facebook

Twitter

Slack

Blog

Students

Primary

Primary

Not Intended

Not Intended

Non-IT Staff/Faculty

Secondary

Primary

Primary

Primary

IT Staff or IT-related

Not Intended

Secondary

Secondary

Secondary

Content Planning

With the what and why established, next is the how. The content plan serves the business purposes established in part one by outlining what kind of content will be created for which channel and audience. For the purposes of this content plan, we'll only be referencing the three active purposes. Additionally, this section will cover the measurable outcomes.

Frequency/LoE Purpose Matrix

Use this matrix to determine how frequently a channel should be used as well as how much effort or time to invest into a piece of content.

LoE (Level of Effort)

LoE helps to determine the amount of work expected to create one piece of content.

  • Hard (More than 2 hours)
  • Med (Less than or about 2 hours)
  • Easy (less then or about 15 minutes)
Frequency

How often content is posted to a channel.

  • High (Twice daily to twice weekly)
  • Med (Once weekly to once every other week)
  • Low (Once monthly to twice quarterly)
 

Drive Traffic to Services

Tier 0.5 Support

Operational Communications

Audience Building & Community Engagement

LoE

Med - Hard

Easy

Hard

Easy

Frequency

Low

Med

Med - High

High

Content Mapping

Using the three matrices established above, it is possible to create a content map that detais the relavent purposes, audiences, LoE and frequency of content posted to each channel.

Example Map

Facebook
  • Purposes:
    1. Drive Traffic to Services
      • Frequency: Once monthly to twice quarterly
      • LoE: 2 to 2+ hours of work per post
    2. Audience Building & Community Engagement
      • Frequency: Twice daily to twice weekly
      • LoE: Less than 15 minutes of work per post
    3. Tier 0.5 Support
      • Frequency: Once weekly to once every other week
      • LoE: Less than 15 minutes of work per engagement
  • Audiences:
    1. Students
    2. Non-IT Staff/Faculty

Content Types

Coming Soon