Good Practices for Universities on Twitter

Good Practices for Universities on Twitter

Susana Herrera Damas (Universidad Carlos III de Madrid, Spain)
Copyright: © 2017 |Pages: 22
DOI: 10.4018/978-1-5225-0917-2.ch010

Abstract

According to Klamm (2011), some of the best practices for universities seeking to build effective social media engagement are: 1) to develop a strategy and set goals; 2) to pick and choose the platforms; 3) to empower and support individual departments; 4) to put guidelines in place; 5) to develop a consistent voice across platforms; and 6) to communicate across campus. In the following pages, we will delve more deeply into Twitter for universities. After checking 10 reasons why universities should take Twitter seriously, we will offer some good practices for universities willing to use Twitter in a way that optimizes the tool; that is, not only for disseminating information, but also for talking with the community and taking advantage of its multimedia potential. We will illustrate these good practices with screenshots to better show what we mean and also to reinforce their utility with contributions from some of the early theorists on what the proper use of social media should be.
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Introduction

According to Klamm (2011), some of the best practices for universities seeking to build effective social media engagement are the following:

  • 1.

    To develop a strategy and set goals

  • 2.

    To pick and choose the platforms

  • 3.

    To empower and support individual departments

  • 4.

    To put guidelines in place

  • 5.

    To develop a consistent voice across platforms

  • 6.

    To communicate across campus

Similarly, Ahlquist (2013) provides these 10 best social media practices in higher education:

  • 1.

    To implement a social media strategy

  • 2.

    To produce quality and accurate content

  • 3.

    To manage platforms with social media managers and student leaders

  • 4.

    To use an authentic and transparent voice

  • 5.

    To represent the university/department brand and university resources

  • 6.

    To collaborate and support other university social media pages

  • 7.

    To respect the community

  • 8.

    To dive into data

  • 9.

    To empower influencers and engage audience

  • 10.

    To get internal buy-in

In the following pages, we will delve more deeply into Twitter for universities.

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