Scripps JSchool – Strategic Social Media at Its Best

Today in my PR capstone class, we heard from Carolyn Maul, a social media strategist for Nationwide. One of the many helpful tips she gave us was (if we already have a blog) to blog about projects we have worked on.

So, I decided to share the social media plan I, along with a team of my peers, developed for the E.W. Scripps School of Journalism. The school’s director approached our ImPRessions team to come up with a social media plan to increase the number of applicants to the school.

To do this, we wrote and pitched a plan to the faculty of the school, and went from there:

After conducting research of the school’s current social media use, we found that they were utilizing social media, but not to its full potential. The sites are well organized, updated frequently and provide useful information to current and future students. However, most of the information available on these sites is generated by faculty and administration and is presented in a formal, non-personable way that lacks the ability to create dialogue. Our targeted audiences were current students, prospective students, alumni and faculty. The objectives were as follows:

  1. Create social media tools for the E.W. Scripps School of Journalism to better connect with alumni, current students and prospective students.
  2. Revamp the E.W. Scripps School of Journalisms’ Twitter feed.
  3. Create multimedia for use on social media sites.
  4. To encourage current students to promote their accomplishments using social media.
  5. To inform prospective students of opportunities available at the E.W. Scripps School of Journalism.
  6. To engage alumni in our social media efforts.
  7. To encourage faculty participation in our online efforts.
  8. To inform current students about events and happenings at the E.W. Scripps School of Journalism.

We recruited six freshmen to blog on behalf of the school about their freshman year experiences. These blogs were promoted through the use of social media, specifically Twitter and Facebook. The blog has received 5,043 total views. On the most trafficked day, the blog received 245 views.

Facebook became the primary focus of our campaign after our research found that 98 percent of students actively engage on Facebook. As of Wednesday May 4, 2011, the E.W. Scripps School of Journalism has 684 Facebook “likes.”

The school already had an active Twitter account before this initiative was created, however the feed was strictly computer-generated and non-responsive. We also  aimed to create a more conversational Twitter that responded in-time to tweets, live-tweeted from events and added personable content to offset the computer-generated announcements. Before the account took over Twitter the school had 1, 227 followers and was only following 13 accounts. Since, the school’s followership has increased to 1, 627 followers and are now following 117 accounts and continue to grow our following.

We continue to work on the school’s social media. Working on this plan has taught me the skills I need to become a strategic social media expert.

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