What’s it like running the social media channels of one of
the world’s top Ivy League universities?
Robert Bochnak, Director
of Social Media- Office of Alumni Relations, Harvard Business School, will
tell you it’s a lot of fun- and a lot of work.
With Facebook likers totalling almost half a million, over
300k followers on Twitter and almost 70k followers on Instagram, it’s vital
Robert has the right practices in place to ensure their social media presence
is sustained and continues to grow.
So what are Robert’s favourite tools of
the trade?
1.
Storify
“From the outset, the main objective of my social media work
has been to engender as much alumni engagement as possible. This goal can be
met through Twitter alone, but Storify opens up additional outreach
opportunities. For example, once I publish a Storify I can send the link to
classmates of alumni quoted in the story.”
2.
TweetDeck
“During a typical month, I’ll curate 2-3 chats on a
particular business-or career-related topic via Twitter. These conversations
usually last a few days and commence with a leading statement I want alumni to
complete (“Leadership is…”) or a question I’d like them to answer (“Which HBS
Professor had the greatest impact on you and why?”). In the hours leading up to
the chats, I identify the alumni I would like to target–this can be based on
everything from business interests to when they graduated–and then, using
TweetDeck, I schedule tweets to these individuals.”
3.
Spredfast
“When I looked deeper into Spredfast and its functionality I
found some very useful applications, one of which is its ability to provide
excellent analytics. This is vitally important to my work since one of my
mandates is to drive traffic to our alumni website. With these reports–which
provide everything from clickthrough numbers to engagement stats–I’m able to
provide yet another means to justify the impact and importance of our social
media efforts.”
Robert is the international keynote at our Social Media in Higher Education coming
to Sydney, May 3-5, 2017.
Written by: Claire Dowler
Claire Dowler is a
Conference Producer with Akolade. She recently graduated with a double degree:
a Bachelor of Journalism and a Bachelor of Media and Communications Studies
majoring in International Communication. Claire minored in sarcasm and puns.
A ballroom-dancer who
collects salt and pepper shakers and volunteers for animal rescue, you might
say Claire has eclectic interests.
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