Social Media Assessment
Communication fatigue is a real challenge for anyone aiming to connect with college students. My team undertook an 18-month project to measure online engagement across all student affairs social channels in order to effectively streamline and strategize future messaging.
Discovery included a situational analysis of social media channels, metrics, audiences and generational uses of each platform. My team reviewed university, division and individual departmental priorities, as well as peer institution channels. Through longitudinal social listening and thematic analysis of the available data, we developed a consolidation strategy and implementation plan to reduce 72 channels down to a strong thirteen.
Each remaining channel was provided a brand positioning statement and adjectives, and design templates for stories, posts and advertising.
This project reminded me of the importance of patience during a hard slog. This type of work is often skimmed over, fast-tracked by skipping important steps, or improperly documented for the sake of time, ego or lack of by-in from leadership given the resources it requires to do it right.
I was very fortunate to have a solid team running day-to-day social logistics in addition to my strategy and analytics crew. Both are essential to properly assessing the space you want to occupy and measuring a channel’s potential for growth. Assessment takes time and resources, but it is well worth it if you hope to establish a following with any kind of longevity.
Role call: Audience research, analysis, and consolidation strategy by Steph Fiorelli, Amanda Moline and Hailee Tavoian. Student social media interns: Haley Bender, Hannah Browsky, Allan Dalton, Sami Morsink, Anna Wise.
Consolidation Outline
| Platform | Consolidated Channels | New Handle | Messaging |
|---|---|---|---|
| @ou_imsports, @ou_aquatics, @ou_campusrec, @ou_outdoor, @ou_WalterFH, @ou_birdarena, @ou_pingcenter, @ou_gtc, @ou_pingfitness, @ou_clubsports | @BobcatWellBeing | Mental, physical, emotional and social well-being resources, stories and programs | |
| @bobcat_depot, @thehungrycatou, @OUDining, @bobcats_helping_bobcats | @OHIOFood_ | Campus dining features, employee stories, quick and easy recipes, and nutrition tips | |
| @margaretboydscholars, @oueventservices, @cldc_careercloset, @ohiostuaffairs | @OHIOStudentLife | Campus culture, involvement, respect, health, safety and university programs | |
| @ohiou_housing | @OHIOHousing | On-campus living, updates and resident events | |
| @ougreeklife | @OHIOGreekLife | Sorority and Fraternity Life recruitment and community programs | |
| @OHIOStuAffairs, @OHIOFoodPantry, @OhioParents, @boydscholars, @oueventservices, @BobcatDepot, @OHIOCLDC, @OU_CommServ, @OUSAP, @OHIOCSSR, @OUDining | @OHIOStudentLife | Campus culture, involvement, respect, health, safety, student and university events | |
| @OU_involvement, @OhioGreekLife, @ouperformingart | @OHIOInvolvement | Student organization involvement and programming | |
| @OU_IMsports, @OU_PingFitness, @OU_WalterFH, @OU_CampusRec, @OU_outdoor, @OU_BirdArena, @OU_Aquatics, @OU_ClubSports, @OU_PingCenter, @OU_gtc | @OHIOCampusRec | Fitness, club sports, outdoor recreation and facility updates and events | |
| @ohiou_housing | @OHIO_Housing | On-campus living, updates and resident events | |
| @CPS_OHIO | @OHIO_Counseling | Mental health resources and programs | |
| Parent & Family Programs, Career Center, Bobcat Depot, Culinary Services, Dean of Students, Event Services, Margaret Boyd Scholars Program, Student Affairs | OHIO Bobcat Families | University updates for parents and families across all categories | |
| Golf & Tennis Center, Intramural Sports, Aquatic Center, Outdoor Pursuits, Ping Center, Campus Recreation, Bird Arena, Fieldhouse, Fitness, Club Sports | OHIO Campus Recreation | Fitness, club sports, outdoor recreation and facility updates and events |
hailee tavoian 