LAKERS TOGETHER: Grand Valley is preparing for successful learning experiences when classes resume on Aug. 31. Learn more about the plan for fall in this handbook.
Written by Anna Young
After beginning her tenure as president of Grand Valley State University in 2019, Philomena V. Mantella became the first president at GVSU to have social media. She has a professional presence on Twitter, Instagram, and LinkedIn.
Managing social media for an individual is very different from an institutional account. Here are a few tips the Grand Valley social media team has learned along the way.
Assemble a Team
President Mantella’s busy schedule gives ample opportunity for great social content but doesn’t allow her time to manage her social media accounts on her own. It quickly became evident that in order to grow a strong following and consistently create high-quality posts, support was needed.
Our social team monitors President Mantella’s social media each day to share content and monitor engagements. Maintaining an active presence on social media has been key to growing the following on all of these accounts.
Building a close relationship with the president’s office has been essential to curating strong content for social media. The president’s office will keep the social media team updated on President Mantella’s schedule, and assist in sharing relevant content with us as needed.
Identify Your Goals
Being new to the role of president, the strategy around President Mantella’s accounts is focused on accurately demonstrating her priorities as a leader, and fostering a strong relationship with the GVSU community.
We utilize President Mantella’s accounts to share more specific presidential initiatives that may not resonate with the broader GVSU social media audience. We’ve also seen success in sharing more personal posts, such as photos of her dog, or outings she’s had with her family.
To support building a connection with the Laker community, we regularly engage with relevant posts through likes or comments. This includes congratulating recent Laker alumni on their graduation or thanking a faculty member for going above and beyond with their students.
Make a Plan
On a weekly basis, we share the social media plan for the next week with President Mantella and a few others in her office. President Mantella has full approval of all of the content that is shared on her accounts, and often posts content on her own when she sees fit.
We’ve also collaborated with her to curate specific audience personas that she wishes to connect with on social media. This includes national leaders in higher education, and those working in innovative tech spaces around the country, including professionals at Google and Sony.
To ensure the goals you’ve set are being met, it’s essential that you are regularly examining your analytics.
Being new accounts, tracking follower growth seems like it would be priority number one, but we actually focus more on engagement, impressions and reach. You can have a large following, but if they aren’t engaged, it means your content isn’t connecting with your audience.
Additionally, if you have low reach and impressions on your posts, It’s unlikely that your audience will continue to grow. The best way to ensure strong impressions is to generate timely, unique content that others will want to see.
Not sure what analytics are most important to you? Sprout created a helpful run-down of what social media metrics are, and what you should be paying attention to.
You can learn more about President Mantella and her initiatives at www.gvsu.edu/president.
Written By Meagan Saxton
When GVSU President Philomena V. Mantella announced remote learning would continue through the Winter 2020 semester in response to the COVID-19 pandemic, one of the most popular questions was: what about commencement?
Celebrating our class of 2020 and their achievements was, and still is, important to us. We knew that whatever was planned – it wouldn’t be the same as an April ceremony at Van Andel Arena in Grand Rapids.
The decision made was to postpone the in-person ceremony to October and host a virtual graduate celebration on the GVSU Facebook and YouTube pages. While we have broadcasted events on YouTube, a virtual commencement was a new concept for all of us. Here is a breakdown of what we did and how we did it.
Film and edit the virtual celebration video.
We give major kudos to the GVSU video team for filming and editing the full celebration. It included a message from President Mantella, Provost Maria Cimitile, clips submitted by each of the deans of GVSU’s eight colleges, names of all the graduates (3,000+) and it closed with a musical performance from a graduating senior. The virtual celebration’s length came in just under 40 minutes.
Promote the celebration ahead of time.
Of course, we had to get the word out. President Mantella announced in a Zoom town hall with current students and on her Twitter that there would be a virtual celebration. We also posted about the celebration on all GVSU social platforms a week in advance and the day before.
Choosing the best platform for a virtual celebration: Facebook and YouTube Premiere.
We chose to host the video on our Facebook and YouTube channels because we knew a majority of our audience would be able to find the celebration on one of those pages. We also chose those two platforms for the live comment functionality. By utilizing the premiere setting on Facebook, we were able to upload the video ahead of time. Doing so created an event on the GVSU page and alerted people following the page when the video went live. The premiere setting on YouTube also allowed us to upload the video ahead of time and created a countdown screen.
Once it was time for the video to go live, the GVSU Social team watched on both platforms to make sure it went off without any issues and to monitor comments.
Additional commencement content.
We knew this was not the usual ending for graduating students, but we wanted to still celebrate our class of 2020 with commencement-specific content.
This included: an Instagram AR filter with a graduation cap; class of 2020 graphics for Facebook and Twitter headers and Instagram Stories; an infographic with the number of graduates, dean’s list students, top undergrad and graduate degrees and more. Other GVSU social accounts created content, such as congratulatory messages from GVSU alumni.
How it went.
This was a successful and unique way to celebrate the class of 2020 without hosting an in-person ceremony. Peak viewership on YouTube reached 1,284 and on Facebook it reached 958. During the time of the celebration, some of our followers posted photos of them watching while wearing their cap and gown. We retweeted and reshared some of these photos on our Instagram story. To date, the video has received more than 47,789 views of at least 3 seconds on Facebook and 8,993 views on YouTube. We’re looking forward to the day we can celebrate the class of 2020 in-person!
Written By Meagan Saxton
Who doesn’t love to win — especially when a prize is involved?
Hosting a contest on social media is a great way to engage with followers and give back to them for supporting your brand/page. The GVSU Social team holds an annual #GVFall photo contest to do just that. To participate, we asked followers to include #GVFall with their fall photos of Grand Valley on Instagram or Twitter.
This year, there were more than 130 submissions for the contest, which began October 15 and submissions ended October 31. Our team selected the top six photos and posted them early November on Twitter and Instagram for GVSU followers to vote and pick the top three. The top three winners were announced two days later and the first place photo was posted on all GVSU social platforms.
Coordinating a social media contest takes just as much, if not more, planning than day-to-day posts. Here are the top three things we learned, and what we want to change for next year’s contest.
Find the time-frame sweet spot.
We accepted photos for a little more than two weeks. At first, our team thought this might be too long. Looking at how many submissions we received, we could have ended the contest a few days earlier. However, we were waiting on unpredictable Michigan weather and for the leaves to change before we started. Every contest is different, so our tip is to know what you are asking of people and give them enough time to participate.
Set an entry cap.
We loved seeing all the great campus beauty shots, however, some people submitted more than five photos. This made picking the top six difficult. If someone submitted more than one photo to the contest that our team liked, we picked our favorite from that one person to keep the top six fair. Next year, the #GVFall rules will be more clear on entries.
Create an efficient voting system.
The top six photos were posted on Twitter as a thread and as a gallery on Instagram. Counting votes from Twitter was simple, because people favorited the tweet that had their top pick. With the Instagram gallery, each photo had a number associated to it and followers were asked to comment the photo’s number to vote. The post garnered more than 700 comments, which lead to creating a spreadsheet and counting each vote by hand. In the future, finding one way for people to vote would save time and energy.
If something in your contest doesn’t go as planned, remember that part of hosting a social media contest is trial and error to learn what works best for your page and followers. Be clear and consistent with messaging and you’ll be on your way to having a successful contest!
Written by Olivia Windorf
The social media landscape is constantly advancing, sometimes even overnight. Organizations, clubs and departments around Grand Valley could greatly benefit from the positive exposure and self-expression that accompanies a strong social media presence. Strategically creating social media accounts has been proven to increase awareness about the mission statement, vision and goals of thousands of institutions and brands.
By creating social accounts, you get to choose how to brand your organization and the message behind it. A few notable benefits of establishing a presence on social media include increased traffic for your site, connect with your audience, and boost awareness.
Here are some important strategies to consider when creating new social media accounts:
Before you create a new account:
If you already have accounts on social media platforms, the steps outlined below can be used to revamp and update the current content being posted.
After you’ve created a new account:
This will help you keep track of important dates and content while also allowing you to craft copy in advance.
It can be daunting to attempt to juggle the content, strategy and managing multiple social media posts. This is especially so if you have limited resources. Delegating tasks can save a lot of time, energy, sanity, and even budget dollars for your team.
You never know what a little inspiration will strike. Keep your eyes open for new ideas and concepts that other users are sharing out on social, and how those ideas can be customized to fit your brand.
When creating content:
By staying consistent in your social strategy, content and values, your target audience will gain an understanding of the message you want to communicate. It’s all about trying to reach your designated consumer from any angle or platform that they may be using, and getting them to engage and respond in as many ways as possible.