You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
SOCIAL MEDIA HANDBOOK
SOCIAL MEDIA HANDBOOK<br />
FOR STAFF AND STUDENTS<br />
This handbook offers some real-time marketing tactics for social<br />
media to promote our campus, events and engage your target<br />
audiences. <strong>Social</strong> networks are today’s promotion channels as per<br />
many studies, Facebook is the single most effective channel fo<br />
social media marketing. Also, Facebook is the number one social<br />
media for millennials.<br />
The handbook is designed to help students in their project work<br />
and taking their first steps into social media and marketing. The<br />
guidelines also aim at unifying the social media promotion of the<br />
campus. The handbook is in line with the <strong>Haaga</strong>-<strong>Helia</strong> communication<br />
guidelines Verkkoviestintäohjeet and Principles of using<br />
social media at <strong>Haaga</strong>-<strong>Helia</strong> that can be found on the intranet, and<br />
it can be used in all study related matters – in projects, events,<br />
campus promotion etc.<br />
The <strong>Haaga</strong>-<strong>Helia</strong>, <strong>Haaga</strong>-<strong>Helia</strong> <strong>Porvoo</strong> <strong>Campus</strong> social media channels,<br />
and hashtags and key words are listed at the end of this<br />
handbook. Also, contact information for communications department<br />
and <strong>Porvoo</strong> social media contact persons can be found in<br />
this handbook.<br />
Design and layout By Gisell Quignard<br />
1.
STEPS TO IMPROVE YOUR<br />
SOCIAL<br />
& MARKETING<br />
MEDIASTRATEGIES<br />
10<br />
AT THE BEGINNING OF YOUR PROJECT<br />
MAKE A MARKETING PLAN:<br />
STEPS<br />
2 THE HASHTAGS<br />
THE MESSAGE<br />
1<br />
Be clear on your strategy, the image<br />
and attributes you are promoting.<br />
Use always #haagahelia and<br />
#hhporvoocampus together<br />
with your event or project hashtag,<br />
especially if you wish the communication<br />
department to share your<br />
posts. THE @ ON TWITTER 3<br />
4 INVITE TO FOLLOW<br />
Remember to invite the HH and HH<br />
<strong>Porvoo</strong> <strong>Campus</strong> social media channels to<br />
follow your event (and channels).<br />
Use @haagahelia when you wish a<br />
larger audience and HH communications<br />
department to notice and retweet your<br />
tweets.<br />
2.
5 THE TARGET<br />
Study your target group and their<br />
use of social media. You can choose<br />
your social media channels for each<br />
target group only after a proper<br />
analysis and which HH <strong>Porvoo</strong><br />
<strong>Campus</strong> channels you use and<br />
which HH channels to involve.<br />
LARGER MASSES<br />
6<br />
Notify the communications department at<br />
viestinta@haaga-helia.fi<br />
if you wish to attract larger masses.<br />
7 FIX DEADLINES<br />
Decide when and how the account will<br />
be opened and closed.<br />
9 SCHEDULE<br />
Make a schedule: who posts, when<br />
and how often; plan how to attract<br />
people and publish posts e.g. behind the<br />
scenes even before the event or in the<br />
research phase of your project.<br />
ACCESS AGREEMENT<br />
PHOTOS ON Flickr<br />
8<br />
Create a folder at <strong>Porvoo</strong> <strong>Campus</strong><br />
Flickr and use it as your photo archive.<br />
Remember to label your photos.<br />
10<br />
Make an agreement with your<br />
coordinator and agree on who has<br />
access and posts on the campus accounts.<br />
3.
CREATE<br />
ACCOUNT AND PAGES<br />
FOR YOUR EVENT/PROJECT<br />
PRIVACY SETTINGS<br />
Decide on the appropriate privacy<br />
settings for the event.<br />
PAGE<br />
Create a Facebook page<br />
for your event/project.<br />
WEBSITE<br />
Create a website for those who<br />
are not in Facebook and eventually<br />
for registration of your<br />
event.<br />
EVENT<br />
Create a Facebook event for your<br />
event/project at least one month before the<br />
event, consider whether to open an event on<br />
<strong>Haaga</strong>-<strong>Helia</strong> <strong>Porvoo</strong> <strong>Campus</strong><br />
Facebook page.<br />
Private event, for small<br />
events and those with guest<br />
lists.<br />
Public event visible to<br />
anyone if you have an event that<br />
is open to the public, you wish<br />
people to see, share and<br />
respond, you are selling tickets<br />
for the event.<br />
INSTAGRAM ACCOUNT<br />
Create an Instagram account or<br />
request access to<br />
hh_porvoocampus<br />
Instagram account.<br />
4.
POPULATE<br />
YOUR SOCIAL MEDIA ACCOUNTS<br />
AND USE PORVOO CAMPUS CHANNELS<br />
ON TIME<br />
Set your hashtags early to get the<br />
event’s attendees carry on conversations<br />
there as well.<br />
REQUEST USER RIGHTS<br />
Request user rights for the <strong>Porvoo</strong><br />
campus channels.<br />
UNIQUE AND EASILY IDENTIFIED #<br />
Your projec or event #hashtag should be<br />
unique to your event. It should be easily<br />
identified and promoted over social<br />
media.<br />
#haagahelia<br />
#hhporvoocampus<br />
Check the HH and HH <strong>Porvoo</strong><br />
hashtags and keywords, use them<br />
consistently (same hashtags on all<br />
media) #haagahelia<br />
Post your videos on the campus<br />
video channel (YouTube).<br />
Notify HH communications<br />
viestinta@haaga-helia.fi<br />
of any larger events.<br />
DO NOT FORGET THE VARIOUS<br />
GROUPS ON FACEBOOK!<br />
LABELS<br />
Label your photos and videos with<br />
your event or project name and<br />
<strong>Haaga</strong> <strong>Helia</strong>, this will add visibility.<br />
DigiDay2017<br />
HH<strong>Porvoo</strong><strong>Campus</strong><br />
<strong>Haaga</strong>_<strong>Helia</strong><br />
Share your photos and posts on<br />
the campus Instagram and Facebook<br />
pages to gain more visibility.<br />
Remember to upload your<br />
photos into HH <strong>Porvoo</strong> <strong>Campus</strong><br />
Flicker account.<br />
5.
USEFUL<br />
ETIQUETTE TIPS<br />
RIGHTS TO PUBLISH<br />
As the publisher of content, you must<br />
have the right to publish the material.<br />
Text-Overheads-Table-<br />
Photo-Video-Drawing-<br />
Graph-Animation, etc.<br />
HAAGA-HELIA recommends publishing<br />
with a Creative Commons (CC) licence<br />
that always requires author recognition,<br />
allows further sharing with the same<br />
licence and prevents commercial use.<br />
Also observe possible claims by financing<br />
parties when publishing.<br />
Ask help from your<br />
supervisor, if you want<br />
to be sure before<br />
publishing.<br />
Notify your coordinator<br />
the Communication<br />
Services Unit , if you<br />
come across something<br />
suspicious in social media<br />
concerning<br />
HAAGA-HELIA.<br />
Remember to ask permission<br />
to publish personal<br />
photos and details from<br />
the parties involved<br />
or eventual verbal<br />
agreements.<br />
viestinta@haaga-helia.fi<br />
6.
DURING YOUR PROJECT/EVENT<br />
1 INSTANT POSTS<br />
Make instant posts during your<br />
event / Post about the<br />
milestones in your project.<br />
Projects<br />
Post throughout the different<br />
stages of the project to attract<br />
and engage people.<br />
Increase the postings towards<br />
the end when you publish the<br />
results and have your final<br />
presentations.<br />
3 POST THROUGHOUT<br />
THE DAY/PROJECT<br />
Remember to post<br />
photos, videos and other<br />
status updates throughout<br />
the event day. Consider if<br />
you need to link your<br />
company’s Instagram and<br />
Twitter accounts to the<br />
event’s page to post updates<br />
on all networks at once.<br />
You might wish to<br />
differentiate the posts in<br />
the different channels – if<br />
your target group is<br />
different.<br />
Events<br />
Post in the very beginning<br />
and the very end of the event,<br />
as well as any breaks. The<br />
event is the time of increased<br />
engagement and when the<br />
event attendees are more likely<br />
on social media.<br />
Use these times to try to get<br />
your attendees, both those that<br />
are physically there and those<br />
attending virtually, be more<br />
involved in the event and<br />
conversation.<br />
2 ENGAGE THE AUDIENCE<br />
Provide your followers a<br />
hashtag to use when they<br />
post during the event or<br />
project. Remember to follow<br />
the comments, discussion and<br />
posts made on your channels.<br />
Call to action by e.g. asking<br />
questions, announcing<br />
competitions, create lotteries, a<br />
photo booth in your event.<br />
4 FOLLOW YOUR AUDIENCE<br />
Like, comment and share<br />
participant’s posts.<br />
Encourage the participant<br />
to share their location in the<br />
postings (GoogleMaps).<br />
7.
AFTER PROJECT/EVENT<br />
YOUR<br />
Your social media engagement strategy does not end with your event! Keep the conversation<br />
going to ensure that your attendees carry their positive experience with them and are likely to<br />
return.<br />
SHARE THE CONTENT<br />
POST OR UPLOAD MATERIAL<br />
Directly e.g. to Facebook photos,<br />
videos or any other representations of<br />
what happened at your event.<br />
SLIDE SHOWS<br />
You can distribute slide shows (presentation)<br />
via SlideShare and share the links<br />
on Facebook or on your website.<br />
COPYRIGHTS<br />
Remember to ask for permission<br />
and consider copyright.<br />
THE “THANK YOU”s<br />
Remember to thank all the parties<br />
involved for their input on your<br />
channels.<br />
FLICKr<br />
Upload your pictures on the campus flickr<br />
account. Create an album for your<br />
event/project and upload about 30 best<br />
photos.<br />
8.
REQUEST FEEDBACK FROM YOUR ATTENDEES<br />
FEEDBACK FORMS AND SURVEYS<br />
Solicit feedback from your guest by asking direct questions and<br />
asking for responses (e.g. feedback form) or use survey tools such<br />
as Webropol, Survey Monkey or Google to collect this data.<br />
ADDRESSING CONCERNS<br />
Be prepared to receive some negative feedback. However, turn<br />
these into teachable moments by responding quickly and addressing<br />
their concerns. Show how you can plan on addressing those<br />
concerns next time.<br />
ALWAYS REPLY<br />
Reply the feedback and set resources for this in your project plan.<br />
BEAUTIFUL EXIT<br />
CLOSING<br />
Close your accounts by the agreed date, or give your audience<br />
something to look forward to.<br />
KEEP THE AUDIENCE ENGAGED<br />
Use Facebook to keep your audience engaged until the next<br />
event. Use the platform to announce the date and location of next<br />
event. Get them excited about tickets pre-sales or some special<br />
offers to keep the momentum going and energy high.<br />
ADDITIONAL MATERIAL<br />
You can consider slowly releasing content that they haven’t yet<br />
seen, like additional recorded sessions or photos that didn’t make the<br />
initial post-event cut<br />
9.
SOCIAL MEDIA ACCOUNTS<br />
FACEBOOK<br />
http://www.facebook.com/<strong>Haaga</strong><strong>Helia</strong>AMK<br />
TWITTER<br />
http://www.twitter.com/haagaheliaamk<br />
YOUTUBE<br />
http://www.youtube.com/user/HAAGAHELIAviestinta<br />
LINKEDIN<br />
http://www.linkedin.com/company/haaga-helia-university-of-applied-sciences<br />
ALUMNI<br />
http://www.linkedin.com/groups/Official-HAAGAHELIA-alumni-network-3676480/about<br />
YAMMER<br />
https://www.yammer.com/haaga-helia.fi/<br />
INSTAGRAM<br />
http://instagram.com/haagahelia<br />
Contacts: viestinta@haaga-helia.fi<br />
10.
PORVOO<br />
CAMPUS<br />
SOCIAL MEDIA<br />
ACCOUNTS<br />
FACEBOOK <strong>Porvoo</strong> <strong>Campus</strong><br />
https://www.facebook.com/haagaheliaporvoocampus/<br />
INSTAGRAM <strong>Porvoo</strong> <strong>Campus</strong><br />
https://www.instagram.com/hh_porvoocampus/<br />
YOUTUBE <strong>Porvoo</strong> <strong>Campus</strong><br />
https://www.youtube.com/channel/UC_KQXjtqJy_57uYHuUMcPLA<br />
FLICKR <strong>Porvoo</strong> <strong>Campus</strong><br />
https://www.flickr.com/photos/137438953@N08/albums<br />
For selected, high-quality, high-resolution pictures, max 30<br />
pictures /event<br />
Please select a social media responsible for your project or event<br />
and request the passwords for the accounts.<br />
Contacts: porvooviestinta@haaga-helia.fi<br />
11.
PORVOO CAMPUS<br />
BRAND ATTRIBUTES<br />
TO BE PROMOTED<br />
1<br />
2<br />
3<br />
4<br />
5<br />
6<br />
789<br />
WITH A HUMAN TOUCH /<br />
INHIMILLINEN OTE / MÄNSKLIG KONTAKT<br />
FUTURE ORIENTED /TULEVAISUUS<br />
KIIKARISSA / FRAMTIDSORIENTERAD<br />
PROJECTS/PROJEKTIT/PROJEKT<br />
LEARNING BY DOING / TEKEMÄLLÄ OPPIMINEN / LÄRA<br />
GENOM ATT GÖRA<br />
EVENTS / TAPAHTUMAT /EVENEMANG<br />
INNOVATIVE / UUDISTAVA/ INNOVATIV<br />
ENTHUSIASTIC / INNOSTUNUT/ ENTUSIASTISK<br />
WORKLIFE / TYÖELÄMÄ /ARBETSLIVET<br />
COLLABORATION/YHTEISTOIMINTA/KOOPERATION<br />
10<br />
COMMUNITY: STUDENTS, STAFF, STAKE HOLDERS /YHTEISÖL-<br />
LISYYS: OPISKELIJAT, HENKILÖKUNTA JA YHTEISTYÖKUMP-<br />
PANIT / GEMENSKAP: STUDERANDEN, PERSONALEN OCH SA-<br />
MARBETSPARTNERS<br />
12.
STUDENT CREATED<br />
ATTRIBUTES<br />
TO BE USED AS HASHTAGS<br />
#UNIqueporvoo<br />
#ovetmaailmaan<br />
#PRVCMPS<br />
#kutsumuarestonomiks<br />
#oldcityNew<strong>Campus</strong><br />
#hhporvoocampus<br />
#smartinporvoo<br />
#futurein<strong>Porvoo</strong><br />
#colourfulcampus<br />
#International<strong>Porvoo</strong><strong>Campus</strong><br />
#makeporvoogreatagain<br />
13.
#haagahelia<br />
#porvoocampus<br />
#hhporvoocampus<br />
#ammattikorkeakoulu<br />
#universityofappliedsciences<br />
#yrkeshögskola<br />
#opiskelijaelämää<br />
#studentlife<br />
www.haagahelia.fi
Change language