Regular planning of content such as quarterly planning for the Penn State Facebook page helps ensure consistent engagement. Successful contests are planned to maximize engagement by rewarding participation and the use of multimedia. Some of the greatest successes have come from spontaneous posts that seize the moment and adapt to current interests, such as a post about a mountain lion that generated heavy online discussion and offline conversations. Planning and spontaneity both contribute to engagement when content is developed to speak to audiences and identify opportunities to encourage sharing and interaction.

1. Planning & Spontaneity In Social Media Geoff RushtonDepartment of Public Information Penn State

2. Finding success with balance • Regular planning • Flexibility • Identifying and seizing the moment

3. Planning • Quarterly planning for Penn State Facebook page • Ensure a consistent flow of content • Develop content that will speak to target audiences • Build on past successes • Maximize engagement

4. Example: Contests • Successful for obvious reasons: “I could get something” • More than giving a prize at random or for a correct answer • Built to maximize engagement

5. Example: Contests • Contest ran for two weeks • Approximately 70 entries • Got people talking about why they love Penn State, what they like about our page • Encouraged and rewarded use of multimedia

6. Spontaneity • Some of our greatest successes are off the cuff • Adapt to what’s happening • Respond to what interests people

7. Example: The Mighty Mountain Lion • 300 goo.gl clicks in 7 minutes • Spurred debate • Multiple posts outside of initial thread • Led to off-line conversation with faculty member

8. Spontaneity • Countless successful examples • People desire immediacy in social media • We need to look and be current