Part Two: Managing Content

Back for more social media tips? If you missed part one about getting started and content creation.

Before we dive into content management tips, let’s talk about your brand voice. When you communicate as your page, you aren’t speaking as an individual—your voice represents your group, the IU Alumni Association, and Indiana University. Think about how you want your fans to feel when they engage with you. The IUAA’s voice, for example, is “welcoming, savvy, proud, and friendly.”

Frequency

So, when’s the best time to post? That depends on your audience. Post at different dates and times and look for trends. Perhaps your 7 p.m. posts tend to get more comments and likes than posts at 9 a.m. Do you get more retweets at lunchtime? FYI: Weekends and nights typically generate more engagement.

There’s no secret formula to how many times you should post each week. Good content should guide your posts. If your content isn’t valuable, your audience may tire of hearing from you.

Listening and Response

Social media is a conversation. After posting content, check back for responses. Answer questions as quickly as possible. On Facebook, remove content that violates your disclaimer.

Integrating Other Channels

There are hundreds of social media sites out there, but you can’t be on all of them. Digital marketing strategist and author Jay Baer  says: “Do less social media, but do more with the social media you’re doing.” Concentrate on Facebook and Twitter, where our alumni audience is strongest.

Questions? Please post them in the comments on this blog entry. The last post in this series will tell you how to amplify your messaging. You’ll also get a look at some upcoming IUAA social media campaigns. Don’t miss it!