VERSION 3.

SOCIAL MEDIA STRATEGY

SUMMER 2015
AARON ZIMMERMAN
CALIFORNIA UNIVERSITY OF PENNSYLVANIA
250 UNIVERSITY AVE CALIFORNIA PA 15419
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Social Media Strategy 1

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SOCIAL MEDIA STRATEGY

THIS PLAN INCLUDES THE TACTICAL OBJECTIVES TO BE
USED TO ACCOMPLISH THE PRIMARY SOCIAL MEDIA GOALS
IDENTIFIED BY AARON ZIMMERMAN ON BEHALF OF THE
CALIFORNIA UNIVERSITY OF PENNSYLVANIA OFFICE OF
ALUMNI RELATIONS

SOCIAL MEDIA GOALS

1. Increase the presence and general awareness of the Alumni Relations

Department on the Web
a. Purpose: Engage, reconnect, help, and facilitate alumni relations.
2. Brand the Alumni Relations Department as a resource and outlet for
Alumni to connect and reconnect with their Alma Mater.
a. Purpose: to manage the Alumni Relations Departments reputation.
3. Keep alumni updated on campus events, reunions, news, etc.
a. Purpose: Increase involvement, social media traffic, event attendance, and
donations.
4. Understand how alumni use social media and monitor what alumni are
saying about Cal U
a. Purpose: To stay connected with Alumni
5. Create new social media outlets to reach even more alumni.
a. Purpose: Stay on the forefront of the media trend to best reach as many
alumni as possible.

SUMMARY OF EXISTING ONLINE PRESENCE

1. Facebook
a. Page established
b. Lack of consistent activity, maintenance, management
2. Twitter
a. Page established
b. Lack of consistent activity, maintenance, management

Social Media Strategy 2

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CONTENT TYPES
1. Alumni/Campus News 4. Contest
2. Event/Campus/Throwback Photos 5. Share Cal U Review (Possibly
Under the Towers Newsletter)
3. Alumni Event Information

TRACKING TOOLS
1. Facebook Insights 4. Locowise Analytics
2. Hootsuite Ow.ly Summaries
3. Twitter Analytics

FOCUS CHANNELS

1. FACEBOOK
Purpose: Increase recognition, increase social engagement, establish online
Social network, searchability.

Metrics for Success: Likes, referrals from social networks

2. TWITTER
Purpose: Increase recognition, increase engagement, establish network,
establish brand, searchability.

Metrics for Success: Followers, 2nd-order followers (followers follower count),

social capital (influence of twitter followers), Klout score, referrals

3. INSTAGRAM
Purpose: Increase recognition, increase engagement, searchability

Metrics for Success: Number of posts, Followers, 2nd-order followers (followers

follower count), social capital (influence of twitter followers), Klout score,
referrals

Social Media Strategy 3

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Action Priorit Action Freque Metric Tim Mean

Type y Details ncy e/W
Level k
Audit 1 Add Ongoing % Page 1 hr Facebook
Existing company Completion Platform
Page details,
ensure
consistenc
y across
platforms
Increase 1 Produce Ongoing % 30 Facebook
Like and post impressions min Platform
Count interactive % feedback Hootsuite
content, CTR (click
use through
photos, rate)
campus
news,
contests,
etc
Post 1 Utilize 3-5 % 30 Facebook
Content existing posts/wk impressions min platform
resources % feedback Hootsuite
to CTR Google
create/find
engaging
content:
Articles,
blog posts,
reminders,
photos, etc
Like Fan 3 Search for 2 new # Likes 15 Facebook Searc
Pages relevant likes/wk min Internet Search
pages to
receive
updates
(other
alum or
related
sources)
Welcome 2 Create tab, Ongoing # Welcome 25 Hy.ly
Tab for align Tab views min Facebook
Page company # Likes
description
Communit 2 Like and Ongoing Ongoing 20 Facebook News
y comment min Feed

Social Media Strategy 4

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Engagem on relevant
ent posts Post
questions
FACEBOOK
to
2-3 community
HOURS/WEEK , respond

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Action Priori Action Freque Metric Time Mean

Type ty Details ncy /Wk
Level
Audit 1 Add Ongoing % Profile 1 hr Twitter Platfor
Existing organizatio Completion
Page n details,
ensure
consistenc
y across
platforms
Increase 1 Produce Ongoing # Followers 30 Twitter Platfor
Follower and post #Relevant min Twiends
Count interactive Followers Platform
content, % Increase
use
photos,
campus
news,
contests,
etc.
Follow 1 Search for Ongoing # Following 20 Twitter platfor
Users and follow Follower: min
relevant Following
Follow
users Ratio
Backs
according
to profile
Tweet 1 Tweet 1 -3 # Clicks 20 Twitter Platfor
content tweet/da # Retweets min Hootsuite
types y & Replies

Communit 2 Retweet Ongoing Ongoing 45 Search.twitter

y other mins m
Engageme Twitter Hootsuite
nt & users Twitter stream
Manageme content
nt
Reply to
users who
engage
with Cal U
Comment
on tweets
related to
key words,
phrases,
industries

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TWITTER 2-4 HOURS/WEEK

Social Media Strategy 7

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Action Priorit Action Frequen Metric Time Mean

Type y Details cy /Wk
Level
Create 2 Add Ongoing % Profile 1 hr Instagram
Business organizati Completio Platform
Page on details, n
ensure
consistenc
y across
platforms
Increase 2 Produce Ongoing # 30 Instagram
Follower and post Followers min Platform
Count interactiv #Relevant
e content, Followers
use % Increase
photos,
campus
news,
contests,
etc.
Follow 1 Search for Ongoing # 20 Instagram
Users and follow Following min platform
relevant Follower:
Follow Following
users
Backs
according Ratio
to profile
Post 1 Post 1 -3 # Clicks 20 Instagram
Content content tweet/wk # Likes & min Platform
types Replies Hootsuite

Communit 2 Like other Ongoing Ongoing 45 Search.twit

y Instagram mins ter.com
Engageme users Hootsuite
nt & content Twitter
Manageme stream
Reply to
nt
users who
engage
with Cal U
Comment
on tweets
related to
key
words,
phrases,
industries

INSTAGRAM 2-4 HOURS/WEEK

Social Media Strategy 8