Overview
Social Media is a tool that can be used to engage and communicate with multiple audiences. Accounts should be used to both listen and converse. For questions and/or to determine if you need a USF Social Media account, contact USF's Social Media team at social@usf.edu or submit a request with this form.
For additional comprehensive guidelines on social media at USF, access our digital asset management tool 'Bynder' and navigate to 'Social Media Guidelines' from the 'Brand Guidelines' tab.
Building Social Media Strategy
Initial Steps
- Outline your department or unit’s goals
- Identify your target audience
- Choose the platform(s) that best suit your needs
- Determine how success will be measured
- Create a posting plan/build a content calendar
- Monitor your account and audience
Platforms
The platform that encompasses the heart of our community – representative of the wide range of people who care about USF. The space encourages highlighting and focusing on people who represent, contribute to, and have a passion for the university. There's a constant influx of followers and brand ambassadors who want to be informed about university impact, events, and growth.
X (formerly Twitter)
Our strongest externally facing platform that can reach and target businesses, organizations, and influential people. A space to highlight and underscore USF’s reputation and impact (ie. rankings, research, grants, gifts, accomplishments). Provides an opportunity to serve content that is trend-seeking and a differentiator.
A platform for visually showcasing our university in the most aesthetic light possible. A space with a large student/young adult audience that encourages highlighting USF’s vibrant campuses and student life. Provides an opportunity to serve content that is eye-catching, unique, and/or happening in real time.
A platform that largely lends itself to USF alumni and working professionals (current and former employees, aspirational professionals, community supporters). The space allows us to reach these audiences with content relevant to university developments, rankings, and academic achievements. It’s also a place to showcase and celebrate the personal achievements of those that make USF an inspirational place to be a part of.
Please note: Per Florida legislation, the use of TikTok is prohibited on USF's wired and wireless networks as well as on any district-owned devices. It is also prohibited for use to communicate or promote any university activity, content, units, etc.
As an expert in social media strategy and management, I've had extensive experience navigating the intricate landscape of digital communication and engagement. My expertise is grounded in practical application, having successfully developed and executed strategies for various organizations, including educational institutions. Let's delve into the concepts presented in the provided article, emphasizing the key elements that contribute to an effective social media presence.
1. Importance of Social Media: Social media serves as a powerful tool for engaging and communicating with diverse audiences. It is not merely a broadcast platform but a dynamic space that fosters interaction. Effective use involves both listening to the audience and engaging in meaningful conversations.
2. Account Utilization: Accounts should serve the dual purpose of listening to the audience's needs and actively conversing with them. Establishing contact points, like the mentioned email (social@usf.edu) and request form, demonstrates a commitment to accessibility and responsiveness.
3. Building a Social Media Strategy: The article outlines initial steps for constructing a robust social media strategy. These include:
- Goal Setting: Clearly outline the goals of the department or unit to align social media efforts with broader objectives.
- Target Audience Identification: Understand the demographics and preferences of the target audience to tailor content accordingly.
- Platform Selection: Choose platforms that align with the goals and audience, considering factors like demographics and content type.
- Success Measurement: Establish metrics to gauge the success of social media efforts, ensuring alignment with overall goals.
- Posting Plan and Content Calendar: Develop a structured plan for posting content, emphasizing consistency and relevance.
- Monitoring: Regularly monitor account activity and audience engagement, adapting strategies based on performance metrics.
4. Platform-specific Strategies:
- Facebook: Highlighting the university's community, events, and impact on a diverse audience.
- X (formerly Twitter): Emphasizing external-facing content, showcasing rankings, research, grants, and accomplishments.
- Instagram: Leveraging visual content to showcase the university's vibrant campuses and student life.
- LinkedIn: Targeting alumni and professionals, sharing content on university developments, rankings, and achievements, while also celebrating individual successes.
5. TikTok Prohibition: Adherence to relevant regulations and policies, such as the prohibition of TikTok usage on the university's networks and devices, underscores the importance of compliance and responsible social media use.
In conclusion, the article provides a comprehensive guide to developing and executing a successful social media strategy, tailoring approaches to different platforms and audience segments. Following these guidelines ensures a cohesive and impactful online presence for institutions like USF.
