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Social media is an increasingly popular method for brands to communicate effectively with the audiences that matter most. Strategic Communications recommends that all internal entities or affinity groups contact the Strategic Communications Office at [email protected] to discuss social media strategy and how to leverage the School’s channels to achieve your communications goals.
Additionally, you may submit content to the Strategic Communications team for publication on the School’s social media channels. To recommend an item for coverage, please e-mail [email protected]. Posts are typically short (length varies by channel) and highlight a media mention, upcoming event, or of-interest School news story. All posts include a related hyperlink.
Below are best practice guidelines for each of the most popular social media channels.
Facebook is the second-most-trafficked website in the world and boasts more than 890 million daily active users worldwide. Users create profiles that include photos, videos and news feeds; exchange public and private messages; and join groups and networks according to interest, location, and more.
Strategic Communications maintains the School’s public Facebook page:
How to Participate
Create a Columbia Business School group or page and use Facebook to connect and build relationships with other offices and groups at the School:
- Post a comment on a “wall.”
- “Like” a Columbia Business School group or page.
- Post a photo or album from a School event.
- Add a comment to the discussion board.
- Upload a video: Users are able to upload video files directly to Facebook (recommended) or link to videos uploaded to a different website (YouTube). Follow the same instructions listed later in this document in YouTube, but in your initial request to ITG, indicate that you intend to share your video publicly on Facebook.
- When applicable, provide useful information such as event details and deadlines in your post.
- Keep videos short — no longer than two minutes.
- For videos, tell a story: your video should have a clear beginning, middle, and end.
- Ensure that all proper copyright clearances have been made so that Columbia Business School possesses the rights for all its Facebook videos and photos. (For example, do not include music for which the School does not own the copyright in a video.) It is not necessary to obtain a release for any individual or group photographed in a venue or at an event considered open to the public. People can be photographed at these events, except in places where they have a reasonable expectation of privacy. If the event is not open to the public, be sure that everyone being photographed signs a release form.
- Do not post news that has not been published externally unless specific permission is granted.
- Do not link to any sites that require Columbia Business School authentication.
- Do not post information on events that are intended for an internal audience only.
- Participate! Make frequent updates.
LinkedIn is a business-oriented social networking site used primarily for professional networking. It hosts more than 347 million members in over 200 countries and territories.
- Create a personal LinkedIn account at www.linkedin.com to interact with Columbia Business School community members through this outlet.
- When creating a group, set the “Membership Status” to “Verify CBS Status.” Setting permissions for status will prevent the group from being overrun by inappropriate people and spam.
- When maintaining a group, approve or decline group-membership requests in a timely fashion — no longer than a week after the request arrives.
- Adhere to the School’s conventions for naming groups: “Columbia Business School [Group Name]” (e.g., Columbia Business School Alumni).
- Use e-mail newsletters and other new media outlets to promote newly created groups.
- Track group membership, keeping your established goals and promotional efforts in mind. You can also use Google Analytics to track visitors to your group’s landing page.
Twitter is the world’s most popular “microblogging” platform, with 288 million active users. Users post around 500 million tweets per day.
Groups across the School are using Twitter to keep people informed about breaking news and announcements or a targeted topic area (see list below). Students commonly use Twitter to communicate with one another in real time.
Strategic Communications maintains the School’s main Twitter account, http://www.twitter.com/columbia_biz.
- Be sure that tweets convey useful information — an of-interest blog post or link, event details, or timely announcements and information. Twitter works best as a resource for thought leadership rather than as a self-promotional tool.
- Use Twitter to share time-sensitive information with specific audiences.
- Follow best practice posting protocols, such as @Replies, hashtags (#), and retweets (RT) to maximize exposure and engagement. Learn more at http://help.twitter.com/entries/13920-frequently-asked-questions.
- Shorten long links to save on character count. The site www.bit.ly can create shortened links for you.
The following may be posted:
- Repurposed content such as articles, videos, press releases, etc., that is already available publicly (e.g. BusinessWeek articles, YouTube videos, press releases, and School news stories and publications, including articles from Columbia Ideas at Work or Columbia Business Magazine)
- News related to your center’s area of research or thought leadership
- Faculty achievements, such as externally-awarded honors
- Featured/promoted events that are open to the public
- Live tweet from events to give real-time coverage
- Recap of past events (with links to images, videos, etc.) not barred by some other rule or criteria
May not be posted:
- Information regarding student, faculty, staff, or alumni achievements or news that has not been published externally (unless specific permission has been granted)
- Any sites or links requiring Columbia authentication (e.g., Community, student directory)
- Events intended for internal audiences only (e.g., staff forum, student club events, etc.)
YouTube is the most popular video-sharing site on the web, as more than 1 billion unique users visit the site each month. YouTube videos can be embedded in blogs or websites, commented on and shared on other social networking sites, such as Facebook and Twitter.
Columbia Business School hosts a public YouTube channel at www.youtube.com/ColumbiaBusiness. The channel hosts more than 800 videos featuring faculty members, guest speakers, students, and alumni.
How to Create and Upload Audio and Video
- Video is easier to create than ever before, and we encourage you to consider the benefits of using video to communicate your message. Because any videos you produce will represent the School, it’s important that you stay consistent with our house style when it comes to branding and quality. Please consult the Video Brand Identity Resource page for more information.
- In addition to producing videos on your own or with a third-party vendor, the School’s Multimedia Group offers professional video services that are cost effective and can fulfill many of your video needs. Strategic Communications may also be able to partner with your office or center on a video, or offer you advice on how to do it yourself. Contact us at [email protected] with questions.
- Subscribe to the School’s YouTube channel to stay up-to-date and show your support. To do this, set up a free YouTube account at www.youtube.com/signup.
- Keep videos short — no longer than four minutes.
- Tell a story: your video should have a clear beginning, middle, and end.
- Maintain high-quality production standards. Your video should be professionally shot and edited and include well-recorded audio.
- Make your video’s headline punchy; use the active voice (e.g., “Mayer: Lowering Mortgage Rates Will Save Taxpayers Money”). Strategic Communications reviews, edits, and approves all video headlines.
- Ensure that all copyright clearances have been made so that Columbia Business School possesses the rights to all its YouTube content. (For example, do not include an audio soundtrack for which the School does not own the copyright in a video.) It is not necessary to obtain a release for any individual or group recorded in a venue or at an event considered open to the public. People can be photographed or recorded at these events, except in places where they have a reasonable expectation of privacy. If the event is not open to the public, be sure that everyone being photographed or recorded signs a release form.