Adding to Your Marketing Efforts
It is important that Fisher College of Business' brand and marketing key messages are used as foundation elements for the administration and operation of any social media or communication vehicle. The Ohio State University is also a powerful brand with key messages and policies with regard to social media tools.
Here are a few things to consider first:
- Are you ready? What is the primary purpose of the tool? What is the mission?
- Take a moment to evaluate your current marketing process and establish clear goals what this tool is supposed to do and how it complements and ties into existing marketing channels. For example, if you are sending e-mails, are you timely with your responses? Is your department or group website current?
- If you have answered “no” to any of these questions, you may want to re-evaluate your decision. Social media requires constant attention and resources, and you’ll need a regular block of time to maintain it. Furthermore, social media will encourage people to visit your website or read more of your materials, so it’s important that everything you make available be up-to-date all the time.
- Do you have time?
- Social media requires that you communicate regularly. Depending on your group, you should plan to update your social media pages one or more times per week (two to three times a day is recommended for Twitter and Facebook).
- Also, please remember that while FCOB encourages the use of social media FCOB groups, we ask that you be mindful of your time. Online communications should not interfere with your daily responsibilities. In other words, don’t forget about your day job.
- Who is going to maintain your unit's social media network/tool and champion the tool for best practices and content mapping?
- FCOB requires at least two key administrators to support your social media presence, in addition to the centralized support and access offered by the Offices of External Relations and Information Technology Services.
- If an administrator leaves FCOB at any time, he/she is required to find a replacement or contact the Office of External Relations or Office of Information Technology Services. Remember, administrators are responsible for maintaining each social media account. That means not only keeping the posts timely, but also in the best interests of FCOB.
- Who is your target audience(s)? How will they know about it?
- Identify who will be reading and commenting on your posts and content. Who are you trying to engage and why? Do you have a marketing plan? Just creating an account on a social network does not mean you will be found. Incorporating and advertising a social media space exists should be a top priority… current communication vehicles will need to be re-evaluated.
- Does your unit need its own social media outlet or can you utilize the official FCOB channels?
- Sometimes a separate group is not necessary, as it may add too much to a unit's workload and potentially introduces conflicting or inconsistent marketing messages.
- Please use official FCOB social media outlets for FCOB communications. Asking yourself why you want to establish a social media presence may be a great way to decide whether it is really necessary.
- How is the social media tool/network going to be sustained?
- Once a social media tool or network is born, it needs to be constantly fed and changed. Are there processes in place and content pipelines established to keep fresh content going on a frequent and regular basis? If not, then there is work to be done before proceeding with more complicated social networks.
- Please consult with the Offices of External Relations and Information Technology Services to help flush out ideas and establish content pipelines. Often taking small steps with "secondary" social media tools will help jump start content, as well as feed the unit's website for the targeted audiences.
- Do you have the support of the University?
- It’s important to get permission from FCOB before establishing your unit’s social media presence. Also, the social media presence must align with the marketing and web strategies of the unit and FCOB.