Social Media Content
Social networks present an opportunity to engage and communicate with customers in an authentic way.
Why use social media?
Social media can be a less formal, more conversational space to communicate with your audiences. This makes it a great way to amplify content, as well as connect and build communities.
It is a direct line of communication you can utilise to stay on the pulse of news stories as they break. You can respond in real time and use it as a crisis communications tool.
Before you create your content:
- consider who your audience is, what they might be interested in, and when
- establish goals for your content
- understand what others are doing in the same space and identify what you can offer that is different, or specific to your brand
- assess the different channels that are available, and which are most appropriate for your content
- consider which medium is most effective and appropriate for your content and which medium does the algorithm of your chosen channel prefer
Social media top tips
Social media is most effective when you use it to encourage and embrace community engagement. It's a less effective if you use it as a broadcast or promotional channel.
Your audience will expect a consistent voice on your social media channels. It's important to follow our tone of voice guidelines.
Most social media channels are now optimised towards visual content and video rather than links to websites. Your content is likely to be seen by more people, with greater engagement, if you create your posts with this in mind.
Keep an eye on trends across platforms
Assess your content to see what is getting the most engagement, and why.
Engagement can vary due to a large number of reasons, including the type of content you’ve created, and the time of day that its posted.
Our University social media
The social media landscape has changed considerably since the University appointed its first social media team.
Today, Central Marketing's social media team covers:
- student recruitment
- current student communications
- enterprise marketing
- research communications
- corporate communications
With a wide remit, one of the greatest challenges can be the number of requests the team receives for social media posts. There is a limited number that we are able to communicate through our channels. This is due to the network algorithms around organic content, suitability of content for the channel and resource.