PAN FACULTY SOCIAL MEDIA SWOT ANALYSIS:
OBJECTIVES & NEXT STEPS: • Build a list of digital ambassadors that would be willing to work with us/with the marketing team to launch a faculty presence on TikTok account, either through the central account or our own established account. • Consult with Central Marketing to establish an approach that works inline with their digital plans. • Write a guidance document on the dos on don’ts for said digital ambassadors to manage expectations and set goals. • Set faculty-wide goals and guidelines on each platform to maximise engagement. • Work with the team to start the process of making our content as accessible as possible, beginning with prioritising ‘alt-text’ and using ‘Camel Case’ hashtags on our posts. • Utilise the 70-20-10 rule across all platforms and generate content specifically for those platforms rather than one size fits all, focusing on student-led content. An example of this can be found below. For full details on this method please read my notes from the Case Social Media Conference and best practice from HEI peers, here. - 70% of content should be engaging, entertaining, student-ledor educational. - 20% of content should be shared from other sources. - 10% of content should be self-promotional.
STRENGTHS
WEAKNESSES
Individual approaches that can be mirrored faculty wide: • SoM’s Instagram image-based approach is bringing in a much higher engagement rate than the mix of graphic and images. • Law’s impression and engagement vs follower rate with their twitter community is impressive. • CoAH’s enthusiastic student community approach.
• Lack of student lead content across the faculty. • Current audience is current students so lead generation for our UG programmes is minimal.
OPPORTUNTIES
THREATS
• Build a prospective student
• Audience aging out – meaning
community by utilising the platforms they’re currently on rather than solely attracting them to our current platforms. For instance, TikTok. • Continue to build brand reputation by posting content that promotes the area, our values and student life. • Make our platforms more accessible when posting by using the accessibility tools available like alt-text for our images.
that our platforms can become a less successful tool to generate leads due to not attracting a more prospective student level age range (13-17).
ADDITIONAL NOTES: I wouldn’t recommend LinkedIn for Law or Culture and Communication from a student perspective because those students don’t seem to use the platform as frequently as the SoM students who are trained to use it as part of their Employability Module. It would be more suitable for the Law and Culture and Communication areas to feed into the central page instead.
5
Made with FlippingBook HTML5