Developing a Social Media Strategy

If you are charged with establishing and/or maintaining an official social media presence on behalf of Lewis & Clark, please consider the questions below. A strategy based on your answers will yield the best results. 

Questions about social media? Contact Michael Mannheimer
  • What goals and objectives do you plan to achieve with social media?
  • What target audience are you trying to reach?

You will find it much easier to choose the right social media platform and tailor your content if you first identify your audience or audiences.

    • Students (prospective, current, international)
    • Lewis & Clark faculty and staff 
    • External stakeholders (alumni, donors, media, community partners, government officials)
    • General public
  • What social media platform would be the most effective for reaching your target audience?
    • Facebook 
    • Twitter
    • Instagram
    • YouTube
    • LinkedIn
    • Other
  • Is there an existing institutional account that could help you achieve your goals and objectives?
  • If a new account is required, who will establish it?
  • Who will maintain your account?
  • How often will you post and update your content?

Ideally, accounts should be monitored and updated at least once a week.

  • What type of content will you share?
    • News and updates
    • Events and networking information
    • Photographs
    • Videos
  • How will you ensure that your content is engaging and of use to your audiences?
  • When and how will you evaluate your success?

Set a timeline for when you will conduct an evaluation of your account’s success, using the goals and measures identified above. At that time, be prepared to realign your content. Ongoing evaluation should also be part of your strategy.

Thanks to Brock University, DePaul University, and Shift Communications for inspiration in the development of these questions.