Make sure you have time to dedicate to looking after the account(s)
It is important to plan and discuss content before creating any social media accounts. More often than not, social media accounts are created but soon become dormant because the department responsible for the accounts doesn't have the capacity to manage them.
Proofread any posts before they go out
No matter how good a writer you are, it’s always good to get a second pair of eyes on any content you’ve written. Spelling and grammar is really important when running a social media account for business as it shows a level of professionalism.
Know your audience
The more you know about your audience the more you can tailor content to them. Think about things such as their age, where they live, are they a student/parent/graduate. You can also gain insight about your audience through each channel's in-built analytics.
Have a plan
Scheduling content in advance and having a plan is essential to running a successful social media account. Regular content is important to keep your following engaged.
Follow similar accounts for inspiration and to get a feel for the market
It can be useful to follow other social media accounts that have a similar target market to yours – it can inspire you to come up with creative ways of sharing content but also helps you to see what doesn’t work so well.
Know our tone of voice
Our social media voice is friendly and down to earth. We can be playful and creative, and we show thanks and support as often as we can. We are knowledgeable about, and proud of, our courses, teaching, facilities, student support and London location. We endeavour to help and respond to those who engage with us. It is also important that our University style guide is adhered to by any London Met-affiliated accounts.
Optimise content for each channel
Avoid posting the same content across all channels. Content should be tailored to the platform it is going out on. For example, Twitter posts will be short and succinct, whereas Facebook and LinkedIn allow for longer posts. Each platform has a slightly different audience too so this will need to be considered. For example, LinkedIn is very professional and the content of the post would be different to that of Instagram, which is a little more playful in style and all about the visuals. Find out more about the audiences on each platform.
Track your stats on social media
By tracking your stats you will be able to monitor key metrics such as when the best time to post is, what content is and isn't working, how often you should post, who your audience is and much more. It will allow you to improve your content, which will in turn improve the account engagement and following.
Interact with your audience
Be sure to respond as soon as possible to any enquiries that come through. Users expect a speedy response on social media so make sure that is something you’re able to achieve. It’s also important to engage with your followers – social media is all about provoking and engaging in conversations as well as building a community.
Not sure? Get in touch
If you need any help with any of the above, please feel free to email social@londonmet.ac.uk.
