Social Media

Let others help tell your story

Social media has more flexibility than a press release, an external facing website, or a print publication. The “real-time” nature of this medium means that you are commenting in the moment. It is a natural forum for casual conversation, humour, and engagement.

Some channels are better at broadcasting news while others are better at engagement and conversation. No matter the channel, social media use should always take an audience-centric approach to content.

Considerations

This channel is best when

• amplifying communication related to special events and campaigns, or delivering timely communications such as weather warnings
• capitalizing on user-generated content to showcase our vibrant community.
• you need access to highly accurate measurement and analytics.
• you need to access a large, diverse mix of internal and external audiences.
• advertising budget is available to amplify your content as a “paid post” on the social channel.

When to change the channel?

• When the content you are sharing needs to have permanence it needs to be on a website that social media can highlight.
• There are also hundreds (if not thousands) of other UBC-related Facebook, Twitter, Instagram, etc., accounts in the digital environment already, which means that a lot of ‘voices’ are vying for audience attention.
• Most social channel content and photos cannot be easily edited or retracted after publishing.
• It takes a significant amount of work to create and maintain a social media channel. The best approach is likely to work with an existing account to get your message out.

Details

At UBC the central UBC Communications team manages UBC’s main social channels, and works closely with the UBC Media Relations team to ensure the UBC community is kept up-to-date, informed, and inspired. Your VPFO communications advisor is your connection into these channels.

If you are intending to establish a new social media account, there needs to be a clear communications purpose and strategy. Your communications advisor will help you evaluate your options and point you to the best approach.