Hear how Erin built out Dartmouth’s social media program to support institutional goals with a clear and measurable framework. You’ll leave this session armed with tricks and tips to identify your institution’s goals (even when they haven’t been made them clear), how to implement an analytics framework to measure success, and several (free) resources she’s created and use every day at Dartmouth!
3. “For me context is the key – from that comes the
understanding of everything.”
Kenneth Noland
#heweb18 | #ErinGoesToWork
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4. • Started Oct 2014
• Graduated in May 2014
• First dedicated social
media manager
• New position to help
monitor and understand
our digital footprint
• Title IX investigations
• Shifted into assistant
director role Oct 2016
Hi, I’m Erin.
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6. • Unexpected change in office
leadership
• Current president had been in
place for < one year
• Report directly to Associate Vice
President for Communications
• Media Relations, Office of
Communications
• I am the “office bully*”
*This is a good thing. I swear.
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#heweb18 | #ErinGoesToWork
7. • Analytics
• Content production
• Video editing
• Photography // photo assistant
• Social media management
• Best practices // guidelines
development + workshops
• Campus-wide emergency
preparedness + strategy
• Design
• Manage campus TV and radio
studio
• Accessibility
• Advertising
• Website updates
• Social listening + reputation
management
• Communication strategy
Things We Do:
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#heweb18 | #ErinGoesToWork
9. Social Media:
We know we need it and should be
paying attention, but that’s all we know
right now.
Every boss, everywhere
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Higher Education
#heweb18 | #ErinGoesToWork
10. Social Media:
We know we need it and should be
paying attention, but that’s all we know
right now.
Every boss, everywhere
Higher Education
#heweb18 | #ErinGoesToWork
13. What word, phrases, or ideas do
I see repeated? In multiple
places?
What types of stories are we
telling again and again?
Who are we featuring?
What are we sending to our
prospective students? Alumni?
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#heweb18 | #ErinGoesToWork
14. Dartmouth’s social media presence serves as
another resource to maintain and develop the
College’s brand. It serves as an opportunity to
connect and grow the College’s community by
empowering our audiences to engage and share
their own stories.
Dartmouth’s Social Mission
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#heweb18 | #ErinGoesToWork
15. • Community
• Location
• Academic Excellence
• Experiential Learning
• Liberal Arts
• Adventure
• Passionate, accessible
faculty
Content Buckets
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17. We want to sound like
someone you went to class
with or met during your time on
campus.
We know the lingo and history.
We proudly share a sense of
place with our community.
• We are funny, but not silly.
• We are confident and
proud, but not boastful.
• We strive to be
approachable and helpful,
but not overbearing.
Dartmouth’s social
media voice is human.
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18. We tailor our tone to
each platform and
audience while
remaining
consistent and
authentic to
Dartmouth’s brand.
Tone by Platform
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22. ImplementationCommentingCross-Promoting
Provides requirements,
guidelines, and
suggestions for content
creators who are
interested in promoting in
via the main Dartmouth
channels.
Establishes a guidelines
regarding comments and
how we, as Dartmouth, will
engage with the content.
Sets standards and
implications of creating
social media accounts
representing any official
Dartmouth entity.
32. We collect, analyze, and report
on data weekly, monthly,
quarterly, and yearly; however
data is reviewed and
appropriate adjustments made
daily.
With the digital space’s fluidity,
nimbleness is required to stay
relevant.
Frequency
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33. To gauge success, we measure our data
against a series of benchmarks calculated
from internal and external sources.
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34. • Industry averages –
externally sourced
• Peer performance –
internally sourced
• Brand Metrics – internally
sources
• Yearly, quarterly, and
monthly averages and
medians
Benchmarks
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35. Weekly Monthly Quarterly Yearly
Reach ● ● ● ●
Engagements ● ● ● ●
Site Traffic ● ● ● ●
Identify and measure trends and anomalies ● ● ● ●
Followers ● ● ●
Benchmarks Comparison ● ● ●
Top posts ● ● ●
Review any test data ● ● ●
Analyze any test data ● ●
Summarize metrics and findings ● ●
Present recommendations and changes ● ●
Build out strategy and new tests ●
Reporting
Last updated: 10/10/18
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36. We regularly test and adjust our
strategy and content to find
more efficient and engaging
ways to connect with our
audiences.
Testing
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37. • Impact of emojis on reach and
engagement
• Impact of people in foreground vs
background of images
• Best times for engagement and/or
reach
• A/B Copy
• Comparing sharing vs native
posting
Current Tests
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I’m Erin Supinka. I’m the assistant director of digital engagement at Dartmouth College and this is where I work.
We’re a private arts liberal college in New Hampshire, one of the eight Ivies, and as you’ll hear from any Dartmouth alumni, we are a small school but there are those who love it! A famous line from a Supreme Court argument delivered by one of famed alumni, Daniel Webster back when the state of New Hampshire tried to make Dartmouth public.
Why am I telling you all this? I’m a big believer in context. I don’t think you can understand or fully appreciate a story unless you understand the context. So I’m going to start this talk off with a little bit about me.
This is not my dog and I feel really guilty so here are my real dogs.
These are my dogs and they are also perfect ANGELS. Cedar is on the left and that’s Fern in the snow.
I know many of you come from small offices and small teams so this may look like your average day in the life of type stuff. Th
And this is how I felt.
The more time I spend in the higher education marketing/communication space, the more I see people up against things like this. So I wanted to walk you through how I aligned what I was doing with our social media with what we were doing and communicating about our institution as a whole—with measurable results to prove the value of the work we were doing on social.
What words do I see repeated? Phrases?What stories are we telling again and again?Who are we focusing on?What are we sending to our prospective students?
Here’s what floated to the top after looking through hundreds of published pieces of material from official Dartmouth sources.
And here’s what our leadership launched earlier this year as the official communications strategic framework earlier this year. When I flip between this slide and the last, I want to say “look at how great I am at sleuthing!” but really, what it boils down to is that communicators across our campus were already doing a great job telling these stories. So well that a brand new person could come into the mix and see these themes so clearly articulated.
For the love of everyone’s sanity, be prepared. Read through materials that exist, understand what already is out there
I take so many people out to coffee. I bring donuts. I bring snacks. But I also offer up resources and the documents I’ve created. I spend so much of my time consuming, digesting, and processing social media trends, best practices, etc. that it would be an absolute waste to not share that knowledge with the larger community. Be open. Be accessible.