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Should I create a Facebook page / Twitter account / YouTube channel, etc.? There is no right or wrong answer to this; however, it鈥檚 not the right question.

Better questions would be:

• What is my goal? What am I trying to achieve, and with what group or audience?
• Will a particular social media tool help me achieve that goal?
• Do I already have a community that wants to stay connected or share stories and information, and can this community sustain a social media presence?

Step 1: Fill out a 鈥淪ocial Media Brief鈥�

The Social Media Brief is a one-page worksheet that will help you think through the process and resources needed to create and maintain a social media channel that enables you to achieve your goals with your audiences.

• Download the Social Media Brief

Special thanks to Queen鈥檚 University and SUNY New Paltz for sharing their social media brief.

Step 2: Take it for a test drive

Have you ever used Twitter yourself? Have you ever joined a Facebook group or posted photos to Instagram? If you do not use social media tools personally or professionally, it can be hard to see their potential for your office or group. Experiment with the channels you鈥檙e most interested in. Follow, friend, or like the people or institutions you care about, and learn how others use the tools effectively.

Step 3: Conduct a content inventory

Most social media channels are updated daily by either their administrators, community members, or both. Ask yourself: how often do I update my current website now? For example, if you are only posting new content to your website once or twice a semester, what kind of content do you expect to post on your Facebook page, Twitter account, or YouTube channel? What content do you create now, and what types of stories, photos, videos, etc., would I need to make for a social media channel?

Step 4: Decide who in your office will manage your social media channel.

Most social media channels are updated daily, and all are monitored daily. When you create a new social media channel, you are doing a new job for someone or a group in your office. Someone needs to write posts, listen to people’s conversations, and respond promptly when required. Know in advance who that person will be. Ideally, the person managing your social media channel should know the ins and outs of that channel, and they should be excited about participating in it. Social media is not a chore or a task; it鈥檚 a state of mind.

Finally, we recommend that at least two people have access to each University-related social media account at any given time. Before a person with access leaves (either their position or the University), they should provide account access to someone else in the department. Any new social media account managers should review our social media guide and the office or departmental editorial calendar before posting.