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Managing social media content and distribution with a limited team
Journal of Education Advancement & Marketing,
4
(4),
373-383
(2020)
Abstract
This paper provides a framework, derived from personal experience, for developing, implementing and monitoring a successful organic social media strategy. The 24-7 news cycle introduced challenges relating to budget, resources and time. Through a step-by-step process, the reader will gain an understanding of how to develop a defined, collaborative, routine-based organic social media strategy. This paper suggests that a systematic approach will allow limited marketing teams the budget and time for testing and trials to optimise content, creating a better relationship with the audience.
Keywords: content; marketing; social media; strategy; measurement; optimisation
The full article is available to subscribers to the journal.
Author's Biography
Shannon Nicholson is the Program Director with the Office of Graduate Admissions and Recruitment (OGAR) at West Virginia University. In her current role, she develops and supports the marketing of graduate education at West Virginia University (WVU) and lead generation for the 200+ offered graduate and professional programmes. Prior to joining the OGAR team, Shannon worked with clients in health care, manufacturing and tourism industries at BlaineTurner Advertising. Shannon’s experience has led her to develop processes with the intent to increase the efficiency of limited marketing teams. She has spoken on this topic at the WVU Reed College of Media Integrate Conference, Stamats Annual Adult Student Marketing Conference and HighEdWeb Annual Conference. Shannon is a two-time graduate from West Virginia University’s Reed College of Media, first in 2014 with a BS in journalism (PR emphasis) and again in 2017 with an MS in data marketing communications.
