STRATEGY
Social Media is a powerful tool that can aid in telling narratives about your school, its culture, community, values, and history. In a school setting, I find it most beneficial to approach content scheduling with the larger themes, events, advancement goals in any given year in mind. These narratives would take priority in scheduling as they are throughlines that articulate our most important goals and communicate to our social media audiences (current families, prospective families, alumni, community partners.) Strategy for content creation then turns to look at "buckets" of content that can be used to fill in throughout the weeks and months: spotlights, events, student life, multi-part campaign series, and fun content in between.
Working ahead of time and planning out content well in advance assists greatly in creating a story with themes that resonate with the brand and the school audience. This also allows for collaborating departments to find ways to highlight the work being done in the classroom by students, faculty/staff, or the school.
GRAPHICS
Spotlights
Celebrating the accomplishments and successes of those in our community.
Events, Holidays, Observations
Celebrating the accomplishments and successes of those in our community.
Celebrating national observation weeks.
Student Life
Celebrating the accomplishments and successes of those in our community.
Multi-Part Series
Celebrating the accomplishments and successes of those in our community.
Having Fun
Social media is a great opportunity for brands to show a sense of the school's culture, values, and sense of community by having fun with social media from time to time when and where appropriate.
Providence welcomes Lebron James and Marcin Gortat to Los Angeles
April Fools debunking the legend of the Pool on top of the Student Activity Center
Providence apparel designs available in Animal Crossing New Horizons.
RESULTS
Social media is only a powerful tool if data and metrics are being tracked. Using a social media management system such as HootSuite or Sprout, I have been able to track certain points of data to make informed decisions on the types of content that perform well on each platform. This then improves and refines the quality of the content creation schedule and overall strategy.
Over the duration of my time at Providence since managing the social media platforms, From the time I started in my role at Providence, I have seen positive growth in followers, reach, impressions, and engagement as detailed below.
Follower growth over the last four years has steadily increased since 2017
Twitter: 599 to 891, growth of 292 followers
Instagram: 2975 to 3989, growth of 1,014 followers
Facebook: 1,788 to 2,268, growth of 480 followers
Average posting has been consistent since 2017.
Twitter: 40-60 tweets a month
Instagram: 20-30 posts a month
Facebook: 15-25 posts a month
Average engagement (interactions, comments, shares, likes/reactions) since 2017.
Twitter: 442.17 per month
Instagram: 2,306 per month
Facebook: 1,136.88 per month