Demystifying To tweet or not to tweet?

Rebecca Vander Linde Manager of Digital Communications American University University Communications and Marketing | American University 2 Live

• Choose a topic that is relevant to the conversation.

• Strong wi-fi connection is necessary.

• Fully charged phone or connect to a power source.

• Use a tripod.

• Think about sound • Lavalier mics and a splitter.

• Choose a static background and frame your shot.

• Interact with commenters, if necessary. • A white board or poster board to write questions on is helpful.

University Communications and Marketing | American University 3 University Communications and Marketing | American University 4

• copy cat feature.

• Disappear after 24 hours.

• Featured at the top of everyone’s Instagram feed.

• Edit photos inside Instagram app.

University Communications and Marketing | American University 5 University Communications and Marketing | American University 6 Moments

• Curate the best tweets from an event into a timeline users can swipe through.

Source.

University Communications and Marketing | American University 7 Frequent

University Communications and Marketing | American University 8 LinkedIn Blog Posts

• Leverage the expertise of faculty, featured speakers.

University Communications and Marketing | American University 9 daily SNAPCHAT 100 active MILLION users

of users log in 54% every day

of users are 60% age 13-24

year-over-year increase in 400% daily video views (more than Facebook)

University Communications and Marketing | American University 10 Snapchat Stories and Geofilters

• Snapchat geofilters are graphic frames that overlay snaps.

• You can purchase a geofilter through the Snapchat website.

• Once you’ve created a geofilter, make a Snapchat story, so users can submit their snaps from your event for all to see.

University Communications and Marketing | American University 11 University Communications and Marketing | American University 12 LinkedIn Blog Posts

• Leverage the expertise of faculty, featured speakers.

University Communications and Marketing | American University 13 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 14 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 15 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 16 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 17 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 18 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web stories event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 19 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 20 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 21 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 22 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 23 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 24 Content generated from events

Event Next Page on Live tweeting Livestream Event AU (Repeat!)

Event Photos taken Gallery of Announcement Pre-event during the photos on and Facebook web story event social media event page

Social posts Email Social Event recap by event Invitations promotions web story attendees

University Communications and Marketing | American University 25 Promoting an Event on Social Media Before During After Repeat

Operations Web Social Designate roles Write a web article about: Facebook • Speakers • Create a public event page Create a playbook • Topic Context/Big • Boost a post (ad) Picture Twitter • Op-Ed Pieces • Tweet about your event, use your Promote the article on www and across social Instagram channels • Post a graphic with event details

University Communications and Marketing | American University 26 What Is a Social Media Event Playbook?

• A play-by-play outline of your social strategy for a particular event.

• Assign one account to take the lead.

• Include a timeline of events and speakers and relevant hashtag(s) and handles for mentions.

• Draft tweets for the main account ahead of time.

• Distribute tweets for the amplifying accounts to retweet and suggest how they might add to the conversation.

University Communications and Marketing | American University 27 Promoting an Event on Social Media Before During After Repeat

Operations Web Social posts on a Livestream Twitter screen using Tagboard or • Live tweet similar Create a timeline of social • Don’t forget your posts to auto-display on #hashtag! Display signs with your relevant pages. • Retweet and reply to people posting about your hashtag as table tents or event near the entrance Instagram Include hashtag on all • Post 2-3 photos from the collateral materials and event slides

University Communications and Marketing | American University 28 Promoting an Event on Social Media Before During After Repeat

Web Social Write a recap web story Facebook • Make the headline social-friendly, but not • Post recap story click bait. Think like BuzzFeed. • Example: 10 Memorable Things Madeleine Twitter Albright Said at AU • Create a Moment • Promote recap story • Post photo gallery and video from event with recap Instagram • Post a gallery of photos from the event

University Communications and Marketing | American University 29 Promoting an Event on Social Media Before During After Repeat

Operations Web Social

Save your Playbook. It’s Include links to previous Reference content from a your template for your events on new event previous event when next event. pages as related content promoting a future event • Establishes your authority Where future events are in a topic area known, include a save the • Creates opportunities to date or preview cross-pollenate audiences

University Communications and Marketing | American University 30 Repeat: Katzen Museum’s North Korea Exhibits • 2016: North Korean paintings 2017: North Korea photos

• Share content from 2016 to… • Establish Katzen’s authority and 2016 credibility in the area of North Korean art • Promote 2017 exhibits

2017

University Communications and Marketing | American University 31