Besides the UG’s corporate channels, almost every faculty or department within the organization has its own mix of channels. To make our own and others’
channels more professional, it is necessary to take the following steps:
If you work with social media platforms, then some flexibility is desirable in case you need to capitalize on the moment. But in order to structure the posting a little better, we are going to work with recurring themes, which we can spread over a longer period. Themes from the brand strategy – academic freedom, integrity, inclusion, sustainability, and openness – are perfect.
Consistency in communications is key. In addition to the UG tone of voice, we will work with fixed formats, which will be available to the entire UG community.
If you set up an account or want to professionalize it further, there are a number of things you need to take into account. You can read about them in the Social Media Best Practices 2022.
6.0 Monitoring & community management
Social media is not (or no longer) just about sending out messages; it is also very much about building a community. In addition, social media platforms are now used for customer care purposes. By having good community management, the UG can facilitate discussions and quickly help contacts with questions without passing them from pillar to post. We will also be able to contain any negativity surrounding the UG brand.
By community management, we mean what happens after and beyond your social media publishing. It is part customer service, part listening to the internet, and part being active in discussions that relate to your brand. With good community management in place, we are able to optimize our online reputation.