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LESSON 2: SOCIAL MEDIA CONTENT
INTRODUCTION
INTRODUCTION
Welcome to the second lesson for Social Media Management!
Learning how to navigate and manage your institutional social media accounts can help you to not only effectively create content and monitor your audience engagement, but also to establish and maintain a certain image or brand for your institution.
In this lesson, we will focus on what you will publish on your social media platforms. You will learn what social media content is, how to effectively create content, and where to find specific tools intended to help you gauge your online presence.
Lesson Objectives:
At the end of the lesson, the learners should be able to:
Identify at least three types of social media content;
Enumerate at least four tips in creating shareable social media content;
Discuss the process of checking the performance of published posts
Study Hour/s: 1 hour
Lesson Assessment: Quiz via Google forms
What are Social Media Content?
What are Social Media Content?
Social media content refers to the materials, documents, photographs, graphics and other information that is created, posted, or transmitted using social media Internet sites or social media tools.
Remember, the content you share on social media should always reflect your brand's voice and values as well as advance your objectives. It should also be carefully crafted to cater to the target audience.
Social Media
refers to a variety of web-based and mobile services that allow users to engage in online conversation, contribute user-generated content, and join virtual communities (Dewing, 2010).
Content
textual, aural, or visual content published on a website
Parts of an Official Institutional Social Media Page
Parts of an Official Institutional Social Media Page
Introduction
This contains official information about the institution.
Brief write up about the department/ college/ unit and what the page is used for.
Profile and cover photos
Your page should use your department/institution/college's logo and not just the UPLB logo as profile and cover photo.
Updated contact information
Make sure that the following are working:
Contact number - (Country code) + (Area Code) + Phone Number
Official UP email address - Make sure that a staff regularly checks and responds to emails received
Official website - must be a working link (does not encounter an errors) and must always be updated
Other official social media accounts - working links of other social media accounts must be indicated in the about page and/or advertised in an uploaded publicity material such as a Facebook cover photo (suggested area of advertising).
Official working hours
Published posts
This includes content about the department/college/unit.
Keeping the page active can help in reaching more audience and interaction.
Avoid using jargons and internally understood acronoyms.
Important Things to Remember
Important Things to Remember
Separate yourself from the account.
Practice being objective when posting content.
Always look at the big picture (bird's eye view).
Always keep the best interest of the office/college/institution in mind.
Always be mindful of your online behavior (prevent accidental liking, commenting, etc.)
Know your purpose
Know your purpose
What is the goal in creating the social media page?
How will the page serve the general public?
Only create accounts on social media platforms that you can use, maintain, and sustain.
3 Types of Social Media Content
3 Types of Social Media Content
PHOTOS
Photos are one of the basic types of Social Media Content. Using social media images allows you to attract attention, build loyalty, deliver vital information, and improve engagement (Farid, 2021).
Examples of this are the fleeting stories that lasts for 24 hours, quote cards, announcements and updates crafted in images, etc.
VIDEOS
Videos tend to capture viewers' attention for a more extended time. The platform's algorithm increases the likelihood of the video being promoted to a larger audience for every minute a viewer watches (McFarlane, 2022).
You can create video contents relevant to your college that can be instructional, informational, educational, etc.
LINKS
Social media linking can boost engagement, expand your reach, and improve Search Engine Optimization (SEO) (Hughes, 2022). Link building is a strategy for promoting other contents that are from external sites.
You can incorporate links from your other social media sites, news feature from news media outlet, informational online blogs, etc.
REMEMBER!
If the department/college/unit has multiple social media accounts (Facebook, Twitter, Instagram, etc.), make sure that each platform contains the same content. This is called cross-posting.
What is published and shared on one social media page shall also appear on the other social media networks and be updated at the same time. This allows us to reach as many audiences possible who uses different networking sites.
Tips on designing social media posts and captions
Tips on designing social media posts and captions
Craft a good content
A good content keeps your audience interested and engaged. It should also serve its purpose in communicating to your target audience.
Follow the UP visual identity guide
Your social media websites must adhere to the UP visual identity guide to establish the UPLB branding. This gives consistency and cohesion that mirrors the UPLB identity.
Include hashtags in your captions
Hashtags are important in social media as it enables your audience to find your content easily. Relevant hashtags also helps drive traffic to your content so that you can boost views, likes, and shares (O’Brien, 2022).
After publishing your content, ask yourself these questions:
What do you want your audience to feel about it?
What do you want to get out of it?
Is it useful?
How can your post/content serve the general public?
REMEMBER!
Don't always aim to be viral. Virality doesn't necessarily mean that your content is good, valuable, or useful.
Determine the best posting schedule.
When is the best time to post?
When is the best time to post?
Knowing the best time to post varies and depends on the days per week. There are low-seasons and high seasons. You must learn to address what to do during your low seasons when there are not much activities to post. Thus, you must go back to your list of content or check the university calendar for content ideas.
It is also important to check your analytics to see the performance of your past posts and schedule your posting around it.
Guidelines in publishing posts
Guidelines in publishing posts
Always make sure that the posts are up to date.
Avoid using jargons and internally understood acronyms.
Keep in mind that the audience for these platforms is the general public, who may or may not be familiar with acronyms used in the university.
Tips for creating shareable social media content (Barlee, 2017)
Tips for creating shareable social media content (Barlee, 2017)
1. Create High-Quality Content
Use proper formatting for readability
Do thorough research to maintain trust and authority
Diversify with multimedia content (text, audio, image, animation, or video)
2. Use Smart Structuring
Make the post concise
Use catchy headings and subheadings
Use easy-to-read font style
Use bullet points to quickly give your reader important information
3. Know your Target Audience
Add value to user's lives and think how they can benefit from your post
4. Create Infographics
Keep it clean, simple, and easy to understand
Deliver message that stands out
5. Exploit Trendy Topics and Trigger Emotions
Tread this very carefully. This may or may not be applicable for your page content.
6. Remember the Good Old Times
(e.g. alumni events and alumni features)
7. Offer Incentives and Organize Contests
Promotion of activities (e.g. logo making contests, infographics making, etc.)
8. Foundation Day Events (filmmaking competitions, etc.)
9. Make it entertaining
Tread this carefully because humor is contextual. Make sure it's not offensive to other sectors and the general public.
10. Use video content
Video draws people's attention and is becoming the dominant content
Facebook page insights and creator studio
Facebook page insights and creator studio
Common terms found on Facebook page insights and creator studio
Action on Page: clicks on your page information
Page Views: page profiles views of both logged in/out
Page Likes: profiles who liked your page (duration)
Post Reach: profiles your content was viewed (news feed)
Post Engagement: comment, shares, reactions, clicks
How to check the performance of posts
How to check the performance of posts
Step 1: Navigate from your home page to the insights section from the menu bar found at the left side of your screen.
Step 2: You will be redirected to the “overview page” of your page insights. From here you can see your page analytics as well as other information.
Step 3: You can use the calendar tab at the upper right of the page and set a range to show your page’s performance at a specific period.
Step 4: The content window will show the top performing post in terms of reach, as well as other posts or ads and how much interactions they received.
Note: If you wish to only see the performance of your posts or ads, click on the “ads and posts” tab and tick-off whichever you do not want to see.
Social Media Module Video 1 : Navigating Through Your Facebook Page
Social Media Module Video 1 : Navigating Through Your Facebook Page
DEVC145-SOCMED-VID1.mp4Social Media Module Video 2: Using the Facebook Business Suite
Social Media Module Video 2: Using the Facebook Business Suite
DEVC145-SOCMED-VID2.mp4Social Media Module Video 3: Checking Your Facebook Insights
Social Media Module Video 3: Checking Your Facebook Insights
DEVC145-SOCMED-VID3.mp4Congratulations on finishing Lesson 2 of Social Media Management!
Congratulations on finishing Lesson 2 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!
Do you have any questions or comments? Share them below!
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