I’ve just published an eBook on a social media marketing in higher education, you can download it here, so have posted a quick extract below as a shallow means of generating downloads.
Rule 1. Plan.
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower
As obnoxious as it probably is to start a book about social media with a quote from a military leader, particularly one to which I feel morally ambiguous about at best, it is nevertheless a fairly apt philosophy to attach to social media planning.
I know, I know, I just shuddered inside too.
But still, having attended dozens of ‘social media’ events like, al- though not thankfully this one1, and met hundreds of self-professed social media consultants, gurus, ninjas, evangelists, and demigods, the same pseudo-knowing statement is always echoed:
‘A social media plan is vital.’
Yet, except it isn’t really. Well, let me clarify, it is and it isn’t.
“Social media is quite spontaneous, so you need to allow room for things that may just develop on the day,” says Birmingham City University’s Social Media Officer, Sundip Gill. “So much of my time is spent researching; being at a university there are always quite a lot of events, you just have to see what comes up every day. You definitely have to be flexible. You can’t keep to a strict schedule. It just doesn’t work like that; you have to flexible and spontaneous.
“Last week the weather was really nice, I took some photos with my SLR camera of Eastside and of the new Curzon building, and shared it online. The engagement rate on Facebook especially was great, with 350 likes, and a dozen shares, and it’s not something that I’d planned in my schedule. It was a nice day, I had my camera, if I posted anything else it might not have worked so well.”