SOCIAL MEDIA MANAGEMENT
Social Media Management Overview Santa Barbara City College’s robust and engaged social media audience enhances the visibility of our college’s culture, lifestyle and accomplishments. The social media presence of Santa Barbara City College continues to be very strong as it engages students, faculty, staff and the Santa Barbara community. This year our social media efforts have focused on increasing engagement with students with creative content across our channels.
Our Social Media Channels Santa Barbara City College maintains an active social media presence on the following platforms: Facebook: https://www.facebook.com/SBCityCollege/ Twitter: https://twitter.com/SantaBarbaraCC Instagram: @sbccofficial LinkedIn: https://www.linkedin.com/school/santa-barbara-city-college/ Snapchat: sbccoffical
Social Media Goals SBCC is committed to harnessing social media as a powerful communication tool for connection and engagement with our target audiences. The college builds a strong sense of community by engaging SBCC’s current and prospective students, alumni and community members through social media.
Our main objective for our social media channels is to enhance the visibility of Santa Barbara City College’s culture, lifestyle and accomplishments. In doing this we aim to increase follower growth and engagement. Our social media channels also aim to communicate key information in times of crisis.
The purpose of our social media presence is to provide social media channels that regularly update and strategically tell the College’s multiple stories, focusing content on the different styles of each social media channel. The Office of Communications uses social media as marketing and informational tools for hard, soft, feature, human interest, and event/activity storytelling.
Social Media Goals Cont. We aim to:
• Build and maintain relationships with students, community members and supporters • Provide relevant, accurate, up-to-date and concise information • Encourage engagement Our social media channels must also:
• Provide SBCC content that is concise and relevant • Maintain consistency and branding • Allow for ease of navigation • SBCC has identified the following target audiences for social media. • Primary target audience: Current and prospective students • Other audiences identified include: Faculty and staff, Alumni, Community, Donors and prospective donors, Board members, Higher education partners, Legislators
Staff Roles SBCC’s Office of Communications maintains official SBCC social media accounts including Facebook, Twitter, Snapchat, Instagram, LinkedIn. The Office of Communications holds editorial discretion in determining the frequency and focus of material posted to these channels.
Content Strategy SBCC believes that the sharing of information benefits the communities and members that we serve. Content shared on our social channels should be relevant to the work of SBCC, and the interests and values of our community. If we post content on behalf of partner organizations, it should also support our strategic goals and be consistent with our values and beliefs. Information should be shared from credible sources, and when possible, link back to the SBCC website. More than straight promotion, the goal of social media is to spark conversation and engagement. SBCC will limit the number of posts which promote individual classes and programs, and instead, strive to post content which highlights interesting or thought-provoking aspects of programs. Finally, it is important reflect the diversity of SBCC and our work. No one program, topic, campus, type of post, or issue should dominate SBCC’s social media at all times. Content should be posted with a comprehensive approach to our work in mind.
Social Media Tactics We engage our student body with compelling photos and videos of our campus events, campus life and academic achievements. We strive to create fresh content through great photography, branded graphic images/flyers and videos.
Social Media Followers Facebook
Snapchat
SBCC 1/14/18
28,991
5,189
6,663
35,647
1,040
SBCC 1/24/18
28,900
5,034
5,099
33,085
740
Total Increased This Year
91
155
1,564
2,562
300
Facebook Management The SBCC Facebook target audience reaches a large quantity of the Santa Barbara community, alumni and staff and faculty. To reach this audience, we customize our content to include great news stories, community event information, recaps of events, press releases, alumni stories and beautiful photographs of campus. We do this while maintaining great reach, engagement, likes and shares.
In addition to content, we also maintain a strong engagement rate among our target audience. We get many likes, shares and comments on our posts!
20 Top Performing Facebook Posts 2018
#1 Posted 1/18/2018 Lifetime Post Total Lifetime Post Total Reach Impressions
Lifetime Engaged Users
29,081
3,913
59,452
https://www.facebook.com/SBCityCollege/videos/10155789684 625590/
#2 Posted 1/13/18 Lifetime Post Total Lifetime Post Total Reach Impressions 17,012
32,100
Lifetime Engaged Users 1,318
https://www.facebook.com/SBCityCollege/posts/10 155777748285590
#3 Posted 5/22/18 Lifetime Post Total Reach
Lifetime Post Total Lifetime Engaged Impressions Users
8,642
14,627
1,493
https://www.facebook.com/SBCityCollege/posts/ 10155795881920590
Instagram Management The SBCC Instagram target audience reaches a large number of our current and prospective students. To reach this audience, we customize our content to have engaging Instagram feed photos and captions. We also create customized Instagram stories that highlight important days, holidays, events and key information for students. Our Instagram feed photos get up to 800 likes while our Instagram stories get up to 2000 views. Our students become engaged, ask questions, comment and share. We maintain a strong engagement rate among our target audience through branded, engaging content that we are proud of.
Top Performing Instagram Feed Posts 2018
We encourage you to scroll through our SBCCOfficial Instagram feed to take a closer look at some of the beautiful photography, likes, comments etc.
Fall 2018 Instagram Story View a compilation video of all of the Fall 2018 Instagram Stories Please note the number of views in the bottom left hand corner as well as the engagement through polls and questions.
https://youtu.be/S9BKS0pwKJY
Twitter Management The SBCC Twitter target audience reaches a large quantity of the Santa Barbara community. To reach this audience, we have learned that we get the best engagement for Twitter from sharing news stories featuring SBCC, press releases and emergency information. Our tweets get many impressions and retweets.
Top Tweets of 2018
January
February
March
April
May
June
June
July
August
September
October
November
December
Snapchat Management The SBCC Snapchat target audience reaches a large number of our current students. To reach this audience, we customize our content to speak directly to current students through stories that highlight important days, holidays, events on campus and key information for students. We use a content management tool called Mish Guru to be able to edit Snapchat content and post it. This allows us to post branded event flyers, graphics, videos and more.
Top Snapchat Stories of 2018
Examples of Snapchat Story Content
LinkedIn Management The SBCC Facebook target audience reaches a large quantity of the Santa Barbara City College Alumni and current/prospective employees. To reach this audience, we share press releases, job opportunities, Board of Trustees updates, community events, and recaps of events that have happened on campus.
Top Performing LinkedIn Posts of 2018
Social Media Management Conclusion At Santa Barbara City College we believe that harnessing social media is a key way to reach all of our stakeholders; Students, Prospective students, Faculty, Staff, Community members, Alumni and everybody in between.
We put a significant amount of effort into creating fresh content that speaks directly to each of our target audiences. We hope to create a strong brand awareness in our community and we strive to build a fun, respected, interactive online presence for our followers.