SOCIAL MEDIA MANAGEMENT

LESSON 1: SOCIAL MEDIA NAME/HANDLE

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INTRODUCTION

Welcome to the first lesson for Social Media Management!

Establishing a social media presence has become essential for higher education institutions nowadays. Institutions utilize social media platforms to communicate with their stakeholders, disseminate information, and build their institutional reputation.

In this lesson, we will give you an overview of the Social Media Guidelines used in the university, introduce you to social media and some platforms you can use, and explain the guidelines in keeping the uniformity of the institution's social media name/handle and the purpose of the social media platforms used by the institution.

Lesson Objectives:

At the end of the lesson, the learners should be able to:

Explain the purpose of the UPLB Social Media Guidelines briefly;
Compare the different social media platforms used by UPLB;
Determine the importance of having a uniform social media name or handle; and
Cite at least three purposes of each social media platform used by UPLB

Study Hour/s: 30 mins

Lesson Assessment: Quiz via Google forms

UPLB Social Media Guidelines

Definition

A set of guidelines designed by the University of the Philippines Los Baños Office of Public Relations (UPLB OPR) to assist departments, institutions, colleges, and other units in the university in managing their institutional social media accounts.

Purpose

To establish a strong online presence in various social media platforms to better communicate and connect with the community, stakeholders, and partners.

Content

Includes guidelines on (1) social media name/handle, (2) content, (3) visuals, (4) cross-posting, and (5) account management.

Introduction to Social Media

Definition of Social Media:

The term “social media” refers to a variety of web-based and mobile services that allow users to engage in online conversations, contribute user-generated content, and join virtual communities (Dewing, 2010).

Facebook

a social networking website which allows users to view and interact with publicly accessible content. In this platform, users can share status posts, comments, photos, videos, links, and other forms of content available on the web, and at the same time, share their reactions. (Nations, 2021)

Instagram

a social networking application specifically designed for sharing photos and videos from mobile phones. This platform emphasizes on mobile use and visual sharing, and allows users to interact with other users by following, commenting, liking, tagging, and sending direct message. (Moreau, 2021)

Twitter

a social networking site that users use for microblogging purposes. Users can interact with their followers and/or network through an exchange of online content such as text and media (video links, photos, gifs, etc.) (Gil, 2021)

YouTube

a free online video sharing website accessible to all users. People can create a variety of video content and upload on their channels, as well as watch others' content. (Moreau, 2020)

TikTok

a short-form, video-sharing application that allows users to create and share videos on a variety of topics. Users can also interact with other users by commenting, sharing, or "dueting" which is creating content featuring an initial video. (Geyser, 2021)

Social Media sites/platforms used by the institution

UPLB uses the username @UPLBOfficial for all social media platforms.

Click the links below to visit the official accounts of UPLB.

Purpose of each platform

Facebook

Posts important announcements
Detailed updates of campus activities
Post headlines of articles regarding news and events
Repost posts from different departments/colleges/units
Share events, videos, and webinars involving the University

twitter

Used for microblogging and fast updates
Followed by news agencies, media, embassies, etc.
Posts important announcements

INSTAGRAM

Storytelling through photos
Call to action in content (to check the website)
Posts important announcements
Shares a glimpse of campus activities through stories
Communicates with alumni and visitors through shares and reposts

YOUTUBE

Shows all official video output of the University including:
- Graduation Day
- UPLB Balita (news)
- UPLB events
- Other UPLB video projects
- Content for the future

TIKTOK

To be used for sharing updates about the university through short videos
To be used for educational tutorials/content

Congratulations on finishing Lesson 1 of Social Media Management!

Now, let's put your knowledge to the test. For this lesson's Assessment Activity, you will be answering a short quiz. Click the button below to start your quiz. Good luck!