Social Media Strategy and Best Practices

Florida Tech Social Media

The Condensed Version

Our main university accounts operate on a strategy to guide our content planning and execution. Why do we have a strategy? Through a strategic use of social media, Florida Tech can explore opportunities to encourage engagement and connection to the university. Unlike other methods of traditional information distribution, social media is interactive and it innately elicits a particular response or behavior. With clearly defined goals, Florida Tech can not only reach new audiences, but engage the current community.

Overall Strategic Goals for University Social Media:

  •  Convey the key messages of the university to a broad audience
  •  Use a variety of social media platforms that reach the university’s various audiences to provide users with a sense of community.
  •  Ensure consistency in style and approaches, while recognizing the necessity to tailor tone and content to the specific platform.
  •  Strengthen and elevate Florida Tech’s brand and reputation
  •  Make every Florida Tech social media presence an authoritative source by aggregating news and information of interest to university audiences
  •  Monitor and stay on top of trends in social media
  •  When considering a new platform, perform cost-benefit analyses to determine if it’s in the best interest of Florida Tech
  •  While there is no one-size-fits-all model for success, a strong social media strategy keeps in mind the wide range of audiences viewing our messages – students, alumni, parents, faculty, staff, donors, mainstream media and more – and has the tact of speaking to all of them effectively on each platform.

Florida Tech recognizes the importance of social media in this ever-changing technology-filled world. A brief description of our most active platforms is below.

Connect Through
Social Media
at Florida Tech

Check out our Social Media Portal
at http://www.fit.edu/social-media-portal/


Best Practices – Faculty

Getting Started

The first step will be learning how to use the Wordpress blogging platform. Please use our digital publishing guide to help get you started. University Marketing will grant you access to the eCurrent — please email marketing@fit.edu.

What should you blog about?

Faculty should aim for a thought leadership position and perspective. This means writing content about which you are well-versed and passionate. Readers want to feel that you have your pulse on what is going on in your field of study.

Who’s your audience?

Your department head will ultimately make the decision on your target audience, but prospective students and their parents should remain top of mind for recruitment, as well as student success.

What makes great content?

  • Writing about topics about which you are passionate.
  • Writing about topics your audience wants to read.
  • Injecting your personality; it doesn’t need to be a press release.
  • Embedding images and video to help your audience visualize your message.
  • Social shareability. Do you think your target audience would share your post with their online network? Go viral!
  • Consistency. Choose your direction and stick to it.
  • A series of posts on a particular topic tend to keep the reader engaged and more likely to return for more.
  • Length. Find the “Goldilocks” threshold (between 300-700 words is all you really need, not too short and not too long).
  • Less than 300 words tends to be too short to fully engage a reader.
  • Use bullet points and headers to make it easy to read.
  • Make your content search engine friendly by using at least one keyword or phrase in the title and three times throughout the body of the post.

How do I keep up with it?

  • Write when the mood strikes. If the creative juices are flowing, keep on going.
  • You can time release posts in Wordpress.
  • Keep an idea list.
  • Let your ideas incubate.
  • Come back later if you get stuck.
  • Repurpose an existing article that is relevant to you with your perspective added to it.

Where will my content be seen?

Besides the eCurrent, expect your content to be shared throughout social media. Florida Tech encourages you to share your blog posts with your online community through the varied social media platforms you engage with. Your content might also be repurposed in other Florida Tech publications.

Best Practices – Students

Not sure how to blog?

Don’t worry if this is new to you! We are an institute of higher learning after all, we’ll teach you the ropes. We are here to support you. The first step will be learning how to use the Wordpress blogging platform at our kick-off meeting. It’s really easy. We’ll provide full support during your online ambassadorship.

What should you write about?

We want your insights on what life at Florida Tech is like—that means taking your audience along your unique journey. Are you involved in a student organization? Write that. Are you working on an invention that is going to change the world? Write that.

Who’s your audience?

Primarily prospective students, secondly their parents and, of course, current students and the entire Florida Tech community.

What does your audience want to read about?

They want to know what attending Florida Tech is really like. Talk about the people, places and things that make this community and your college experience memorable. Ultimately this is your blog, so the direction it goes is up to you. Keep in mind that Florida Tech is promoting your blog and expects a certain level of maturity and relevancy.

What makes great content?

  • Writing about topics you are passionate about.
  • Injecting your personality, we aren’t looking for a press release.
  • Embedding images and video helps your audience visualize your message.
  • Social shareability. Do you think your friends would share your post?
  • Consistency. Choose your direction and stick to it.
  • Keep it 400-800 words is all you really need.
  • Use bullet points and headers to make it easy to read.
  • Make your content search engine friendly by using at least one keyword or phrase in the title and three times throughout the body of the post.

How do I keep up with it?

  • Write when the mood strikes. If the creative juices are flowing, keep on going.
  • Keep an idea list.
  • Let your ideas incubate.
  • Come back later if you get stuck.

Where will my content be seen?

Besides the eCurrent, expect your content to be shared throughout social media. Florida Tech encourages you to share your blog posts on your personal Facebook and Twitter. Your content might also be used in other Florida Tech publications. We want you to become a social media rockstar!