The more work you do in preparation, the more likely you are to create a successful social media presence.
If you are embarking on a social media endeavor on behalf of a Georgia Tech department or organization, discuss it with supervisors first to determine if it is the best logistical and strategic option.
We can help determine what social media platforms may result in the best use of your time and effort.
We can also help guide you in creating a proper username and selecting images. This will ensure that both are consistent with Georgia Tech’s brand efforts and maintain a sense of cohesiveness across the spectrum.
If you are going to launch an effort on any social media outlet, make sure you have the time and commitment to do it well. Before posting anything to your Georgia Tech social media account, create a strategy for developing and maintaining content, and measuring the success of your efforts.
Your social media strategy should contain the following elements:
Outlining your goals will help you determine the best way to reach your target audience, select content, and ensure that your social media presence is aligned with the goals of the Institute. Before jumping into social media, spend time determining what you want to accomplish.
What do you want to achieve from your social media presence, and what do you hope to gain from your involvement in each type of social media channel?
How would you like your audience to perceive you, your unit, or the Institute?
Determine who will be the primary person responsible for updating and monitoring your social media site.
Ensure they have time to check in on the site at least once a day. A successful social media site is one where there is evidence of frequent updates and timely responsiveness to events and problems.
Assign and train someone who can serve as a substitute for this person.
The primary social media coordinator for your unit should be responsible for collaborating with other campus units to help improve the consistency of messages, avoid duplicated efforts, and identify new opportunities.
Some units may choose to have students involved in their social media effort. As a best practice, students should coordinate efforts with staff members, and messaging should be approved by staff before posting.
Social Media Platforms
Define what you hope to accomplish, with whom you wish to engage, and what content you wish to share.
Once these items are clearly outlined, begin exploring social media platforms to determine which ones will best help you accomplish your goals.
Learn about each platform prior to startup. Build a personal page before building your unit or organization's page.
Check the administrative policies for usage guidelines.
Make it a priority to stay up-to-date on any changes to specific social media platforms and technologies, and look for new ways to use those advancements.
Approved for Use
You must obtain prior approval before using any of Georgia Tech's licensed trademarks as a part of your blog or social media profile. Do not post any images or content from another source unless you are certain the content is in the public domain or the owner has granted permission. Never plagiarize, and properly cite all sources.
You represent Georgia Tech at all times, and the rules for employee conduct apply to you in the social media world too. Do not post material that is harassing, obscene, defamatory, libelous, threatening, or embarrassing to any person or entity. Do not post jokes or comments based on an individual's gender, sexual orientation, race, ethnicity, age, or religion.
Credibility is critical, so do not share unverified information as people may assume the information is representative of the Institute or your unit. Provide informed, well-supported opinions and cite sources.
Be careful what you post, tweet, or retweet about another product, company, or individual. Sharing info on commercial products, vendors, and other third parties may appear to show favoritism to that entity — something we must avoid as a tax-funded organization. Stick to just the factual information about a product or relationship.
Do not comment on or convey information that is outside your area of expertise.
All social media content should fall into at least one of the following categories:
Engaging Social media by definition is about relationships and interaction. Participate in conversations on your own page and across other Georgia Tech social media. Use social media as an opportunity to network and collaborate with other entities by commenting on posts, “liking,” or “retweeting” other departments’ or organizations’ status updates. Engage with others of value, including Atlanta community groups and industry blogs or forums that relate to your own group. When someone asks a question, look to respond in a friendly and informative way.
If you have expertise or information to offer, provide it. If you have the details of events that your audience would want to be involved in, share it. Pass along job opportunities or topical current events that relate to the people who follow you. Inform your audience about the resources you can provide to them. Much of the social media space is about sharing knowledge, but looking for interesting ways of providing those details to your audience is the key to gaining social media momentum rather than only posting numbers, dates, times, and text without any sense of interest or appeal. Also keep in mind that social media offers an opportunity to correct misinformation.
Remember to have fun. Well-written, witty, clever, and creative posts rise above the clutter of thousands — even millions — of messages being sent out minute by minute. Look for opportunities to showcase unique individuals, exciting and emotional stories, and Georgia Tech pride. Look for occasions to take creative pictures and video, and work them into your social media effort as well.