F R EQ U E NCY Updates on Facebook and Twitter should not exceed three times in one week. Pay close attention to how many posts may have been made earlier in the week by other users prior to updating in order to avoid over-posting. Due to the nature of Twitter, more than three “tweets” can be posted in a week if they are part of student conversations and commentary. Also, to clarify, the updates on Facebook refer to status updates. Additional activity on Facebook such as conversing and responding to students posts, messages, etc…, regardless of number, is important. There will, of course, be instances where additional updates made need to be made about special topics that will require the weekly posts to exceed three. In instances where you feel your content is of enough importance to elicit numerous additional posts, please consider the fact that students may cut ties to Career Center social media if they feel like the Career Center is spamming them.
TA RG E T YOU R ME SSAG E S Do not utilize websites like TweetDeck and HootSuite to send out the same message to both Twitter and Facebook – they are two different market segments. There needs to be unique postings on each because each group of users want to feel like there is a personal connection to the organization. TweetDeck, HootSuite, etc… can be used, however, to post reminders for events, on-campus employer visits and interviews as well as to monitor social media activity.
R E S P ONSE T IME S Though updates will only be made no more than three times a week, social media outlets must be checked daily. If users have interacted with any of Career Services’ social media outlets, their commentary must be acknowledged – even if only to thank them for contributing – within 24-48 hours of its post time during days when the campus is open. In the instance that commentary is made during holidays when the campus is closed, a response should be made as soon as possible upon return.
8 | career services social media guidelines and strategy