Social Media Task Force Proposal
CASE STATEMENT
The social media task force will develop a strategic approach with measurable initiatives to leverage
social media for academic programs, marketing, and outreach at Saginaw Valley State University.
SVSU has a growing social media presence on Facebook, Twitter, Instagram, YouTube, Pinterest,
LinkedIn, Flickr and emerging presence in Vine and Foursquare. Currently, little to no coordination takes
place among the more than 35 “officially recognized” SVSU social media accounts. There is also no
guidance given to those who administer the 100+ “unofficial” Facebook accounts of student
organizations and smaller units, or accountability of those who administer the 100+ accounts that
appear inactive for over six months.
Many different types of individuals (students, marketing/communications staff, support staff, faculty,
etc.) manage these accounts with varying levels of activity and/or effectiveness. Most did not have a
communication plan or strategy in place prior to creation. This –decentralized approach creates a lack of
consistency of message; thereby decreasing communication effectiveness and jeopardizing the SVSU
brand.
OVERALL STRATEGY
To coordinate and strengthen the university’s social media efforts and to enhance communication,
engagement, collaboration and information exchange in support its mission.
GOALS
1. Build a collaborative university-wide social media strategy.
2. Strengthen SVSU’s brand and improve SVSU’s reputation.
3. Recruit and retain students, faculty and staff.
4. Build a culture of philanthropy.
5. Establish social media as an official emergency and crisis communication resource.
OUTLINE OF POSSIBLE TACTICS
1. Build a collaborative university-wide social media strategy
Objectives (Tactics denoted by arrow)
• Ensure regular communication among those responsible for university-affiliated
accounts.
Develop a social media working group, led by Office of Web
Communications.
Create, implement and enforce social media policy and social media best
practices documents.
Create an approval/review process for any new social media accounts or
channels.