Platform-Specific Strategy
In the context of higher education social media, it is crucial to recognize that if you try to target everyone with your content and efforts, you may end up appealing to no one, since the general public is not your specific target audience. It is essential that you identify your specific audience and focus your content and its efforts accordingly to achieve more effective results.
Role: Socializing Characteristics: User-friendly, nostalgic, engaging
Use: Create intriguing and heartfelt content.
Cadence: 2-5 times a week
Platform Voice: The most feel-good platform. Used for connecting friends and family, sharing updates and joining interest-based communities.
Role: Visual-storytelling
Characteristics: Visual, aesthetic, exploratory
Use: Create visually appealing content.
Cadence: 2-3 times a week
Platform Voice: The most aesthetically motivated platform. Used for sharing photos and videos, highlighting personal moments and showcasing visual creativity.
Role: Networking
Characteristics: professional, industry-focused, insightful
Use: To express accomplishments and strengthen professional relationships.
Cadence: 1-3 times per week
Platform Voice: The most professional platform. Used for job searching, building connections and sharing industry insights.
X
Role: Brevity Characteristics: fast-paced, conversational, opinionated
Use: To stay connected in a laissez-faire environment.
Cadence: Light-Medium; 3-7 times per week
Platform Voice: The most laid-back and fast-paced platform. Used to share thoughts, opinions, news and memes in short, simple and to-the-point posts.
Tik Tok
Role: Entertainment
Characteristics: viral, youthful, addictive
Use: Deliver content in a creative and re-inventive way.
Cadence: Medium-Heavy; 1-3 times per day
Platform Voice: The newest and most video-driven platform. Used to create short-form videos centered around creative expression, entertainment and trends.