Social Media Marketing Strategy August 2014 | Page 2

A Lf E m t T EeR
T he d an
ro
The College of Arts & Letters (CAL) needs communication strategies
that are robust and agile enough to connect with a variety of audiences
via multiple mediums. Over the last few years, we have developed an
integrated marketing and communications approach employing a wide
variety of tools and best practices. As a result, we are bringing r Our
approach is also becoming recognized across campus as highly effective
and well aligned with the university’s overall brand, marketing, and
communication initiatives.
This Social Media Strategy is a guide that walks you through the “who,
what, when, where, why, and how” of using social media to engage
with alumni, students, donors, staff, faculty, and the wider community.
The principles described here are trustworthy because they have been
validated via primary and secondary research. The guide also provides
you with real examples of what works and what doesn’t for a variety of
social media platforms. As technology advances and the way people
communicate changes, we will update the guide to keep it fresh and
relevant.
Now, more than ever, it is important to communicate our college’s
success stories, scholarly triumphs, performance milestones, student and
alumni experiences, and the broader impact we make in our world. We
must build visibility with prospective students, current students, alumni/
donors, and the community at large to showcase our power within the
arts and humanities through social media.
Please let the college know how you are using this guide and which parts
have been most helpful to thecommunication strategies within your
departments and organizations.
Thank you,

Elizabeth H. Simmons
Acting Dean, College of Arts & Letters

Version 1.2

8.5.14