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A truly successful social media campaign requires enthusiastic involvement from your employees, students or vendors – even their families. These are your best ambassadors and offer a glimpse into the organization that goes well beyond what your social media director alone can provide. And why should you expect the general public to embrace your efforts if your own immediate constituency won’t?
The University of Kentucky recently provided a good example as its men’s basketball team moved through March Madness to become NCAA champions. Throughout the tournament, the campus’ social media team posted insights into the team on its Facebook site. It offered its followers regular Twitter updates. Flicker was used to post team photos.
UK students, faculty, staff and alumni were encouraged to add their own comments and photos. They responded in a big way and attracted their friends and followers to the university’s sites. Thousands of new visitors – some from as far away as Army bases in Afghanistan – became Kentucky fans.
Seizing on this opportunity, the social media team added news about other UK sports, academics, student achievements and many other posts to showcase a well-rounded campus. Pardon the mixed metaphor, but this was a real homerun leading to the University of Kentucky’s use of social media being named to two Top Ten rankings among U.S. colleges and universities.
Admittedly, your organization isn’t likely to win one of the most highly publicized national competitions anytime soon. But by encouraging your team to fully embrace your social media efforts, your organization’s message opens up to a much wider community, providing a chance to gain new followers and experience what sets you apart from the competition.
There are ways to keep the process fun and informative and gain employee involvement in a big way. Do that, and you’ll be well on your way to social media success.
Need some ideas on gaining involvement? Is your social media “team” at the breaking point or even non-existent? Then look for an experienced outside vendor to help develop and maintain your social media properties.
– JD
Follow me on Twitter @jdaum
