Strategy Worksheet

Contact Information

Identify the account administrator(s) who will be responsible for populating, maintaining and monitoring your social channel(s). Ensure they have the time and enthusiasm to devote to this project. The main account administrator must be a faculty or staff member.

Admin 1

Name: *

Email address: *

Phone Number *

Title: *

Department: *

Admin 2

Name:

Email address:

Phone:

Title:

Department:

Primary Goals

Are you trying to communicate a campaign? Generally promote your department? Communicate with alumni? Be specific, and update your goals frequently.

Your Goals *

Target Audience:

Identifying your audience will help you tailor your content and also choose the right tool.

Audience Rank *

	Least	Sometimes	Often	Most
Prospective Students *	Prospective Students - Least	Prospective Students - Sometimes	Prospective Students - Often	Prospective Students - Most
Current Students *	Current Students - Least	Current Students - Sometimes	Current Students - Often	Current Students - Most
Alumni *	Alumni - Least	Alumni - Sometimes	Alumni - Often	Alumni - Most
Faculty and Staff *	Faculty and Staff - Least	Faculty and Staff - Sometimes	Faculty and Staff - Often	Faculty and Staff - Most
Parents of Prospective Students *	Parents of Prospective Students - Least	Parents of Prospective Students - Sometimes	Parents of Prospective Students - Often	Parents of Prospective Students - Most
Parents of Current Students *	Parents of Current Students - Least	Parents of Current Students - Sometimes	Parents of Current Students - Often	Parents of Current Students - Most

Indicate which audience you speak to the most.

Content

Identify the content you have to share. Is it primarily news updates, research developments, or networking information? Photographs? Video?

This is an essential component of your strategy, without a content calendar and a plan, maintaining your social media presence can feel overwhelming. If you have goals for posting a certain number of times to each channel, seeking out and planning content will help you understand if your goals are realistic or if you need to scale back or seek additional help from your department.

We recommend creating a shared Google Sheets document with anyone who will be posting content to your social media site.

Feel free to share this content calendar with other people running social media in different departments and divisions, they can plan to share your content after you post it to support you and vice versa.

Select where you are in the process of creating a content calendar *

Measuring Success

Determine how you will measure the success (and failures!) of your social media channel and campaigns. It’s okay to make mistakes; if you pay attention to your audience you’ll learn from them and strengthen your presence.

Will you measure success by tracking increased traffic to your website? Better communication with prospective students? A new network of colleagues?

List how you plan to measure the site’s success, and then familiarize yourself with the tools you’ll use to track that success: *

Name and Design

Identify a simple and descriptive name for your profile that clearly identifies your affiliation with Lakehead University. Use proper logo treatment, and images that showcase your department/division.

Share a link to your current profile(s), or the name you plan to use for your new profile(s). Please note, this is also the link(s) that will appear in the Social Media Directory: *

Evaluation

Set a timeline for evaluating your channel's success, using the goals and measures identified above. At that time, be prepared to realign your channel's content with your findings.