Typical of #NewhouseSM4 to access another leading innovator in the social media industry. This time our guest speaker came from within Syracuse University (@SyracuseU).
Kate Brodock (@just_kate), executive director of digital and social media at SU, talked to #NewhouseSM4 today about the university’s social media plan and process. She talked about her personal experiences with social media at the higher education level, her decision to implement a student social media team and what social media channels SU is actively using and why.
Brodock began her journey at SU in August of 2011 as the first employee at the university who was solely concentrated on social media. By accepting pioneer position, Brodock had a lot of freedom, but some other coworkers and her thought the best option for the university’s social media presence was to add to the existing communications plan that the school was already implementing. She worked closely with the university’s PR and marketing departments to add to and build off of the already existing plan. She saw the social media integration as an extension to the plan that was already in effect.
Brodock said she and her team chose to implement a student social media team for a number of reasons. She said having students tweet is a more authentic way of interacting with other students, faculty, staff, alumni, perspective students and others affiliated or interested in SU. Brodock also said having students tweet from the account heightens school spirit because the students are so enthused. Brodock turned to the student team—that is made up of involved, well-rounded students—instead outsourcing and finding a third party source to run the channels in order to evoke school spirit and provide insider information from university experts, students.
Brodock said SU has over 700 official social media channels, but of the 700, nearly one-third of them are inactive. Some of the social media channels that are used the most are Twitter (@SyracuseU), Facebook, Pinterest and foursquare. These four platforms are monitored closely by students and each have a different purpose. Brodock said when a major PR issue occurs, the social media channels are hit first and they are hit hard.
Brodock’s presentation was an interesting behind-the-scences look at how social media at SU is run. I appreciated the opinions she provided about which social media platforms are the most important to be active on and how to be consistent and not repetitive over several channels.
Check out my #storify of the event—
As always, #NewhouseSM4 was excited about Kate Brodock’s presentation. We love hearing from SM professionals.