Inheriting a Social Media Ghost Town
First floor foyer, Frontier Airlines Center
Ever been given the task of inheriting a brand’s failed social media presence and platforms? As the Social Media and Communications Coordinator for FIU’s University Graduate School, I entered the newly formed position with a recently appointed dean whose primary focus was reviving any existing social media presence. The task seems simple but reconnecting with an audience after your pages have reached “ghost town” status is difficult. Loss of brand loyalty & awareness, skepticism of communication quality via social media, & trouble converting “unlikes” into loyal participants once again were all signs of a ghost town. Through a grass roots method that connects with the ideals of the average graduate student, social media has fast become a source of news, event registration & prospective student inquiries since it’s resurgence as a communications platform for UGS in February. Fresh content generation, active online interactions with students and use of tools like short stack for value-added tabs have all contributed to the over 25% increase in Facebook fans during the first quarter of 2012. I discuss our communications plan, content generation system, internal methods of dealing with student-specific issues & the overall roadblocks we faced attempted to regain our current, prospective and past student’s trust in our social media communications. I also discuss specific scenarios at the various stages of converting the page from ghost town to an active city through a step-by-step system. 1.Ghost Town: Your page may have outdated material, unaddressed questions/comments, no new content (pictures, post, etc.) or more than 10 days of no activity (<15% of graduate student body should be fans). 2.The Colony: With a thorough communications plan, your target users realize consistency in your communications as well as quality of your content which builds brand loyalty. Your likes increase, as does overall activity (Between 20-50% of graduate student body should be fans). 3.Thriving City: Reconnected with your target users, they now refer to your page as a source of relevant content. Prospective students reach out for honest feedback and current students are actively participating in discussions and event RSVP services (>50% of your graduate student Body should be fans).
Communications & Social Media Coordinator, Florida International University
Prior to coming to FIU, Pimentel worked for employers such as: Grooveshark; Sony Music Latin; Walt Disney World Resorts; Vespa & Piaggio and Advantage Publishing. You can learn more at www.kinzaa.com/dapiment.