Social media provides opportunities for co-creation, dialogue, engagement and interaction with your target group. Successfully communicated content allows you to spread your message very quickly, to a large number of people. You also have the opportunity to direct your communication to very specific target groups.
Through social media intelligence in the various channels, you can also learn more about your target groups, find influencers, capture conversation topics, take part in debates, keep track of new formats, and more.
- Read more on the ‘Addressing comments’ page
- Read more about our responsibilities as a public authority on the ‘Public authorities on social media’ page
Working with a social media channel is an undertaking that requires time and commitment. If you open an account, you will need to monitor the channel and its posts regularly, create relevant content that invites interaction and reaches the intended target groups, as well as make sure that questions and comments are addressed and, in many cases, encouraged.
Questions to be asked before you get started
- Why should we be in this channel? We sometimes create new accounts in channels just because others have, but forget to consider whether our content is relevant or our target group uses the channel.
- Is Lund University already in the channel? Can we coordinate? Can we learn from each other?
- Has the purpose of the account been clarified and can it be formulated?
- Have time and resources been allocated for the work? Successful social media initiatives require time to learn, listen, establish a dialogue and gain social media intelligence, as well as to formulate and package the material in a manner that fits the channel and invites interaction. As a public authority, we are also obliged to monitor our channels, respond to incoming questions and remove any illegal material.
- Has the line manager and others concerned been informed or included in the work?
- Are there procedures for filing, monitoring and responding to possible questions or comments?
- Are there procedures for handling illegal or unwanted materials?
- Have clear goals and procedures for evaluation been developed?
How to reach your target group
Creating relevant content that the target group, in various ways, wants to engage in is key to social media. Everything you produce should raise an issue, a thought, a feeling or a need. If you only want to work with one-way communication and use the channels as a bulletin board, social media is not the right way to go. Therefore, it is important to dare to target the content at a specific group of people. In some channels, e.g. a blog, you can do so by choosing and prioritising a direction and target group for the entire account, for example, a particular field of research. In other channels, such as Facebook, the page itself is less important – here it’s all about targeting each post by advertising it to one or more smaller groups, for example.
Furthermore, working towards narrower target groups facilitates setting concrete and measurable goals for your communication.
The algorithms control the channel
Social media is largely controlled by the algorithms for each specific channel. The algorithms are constantly changing, which requires fast adaptation to new conditions. Learn more about how to stay up to date on the respective channel’s algorithms, development, and new features:
Protect your account
When creating a new account, you should apply a two-step authentication requirement to increase security and reduce the risk of unauthorised people gaining access to your password and taking control of your account. This function is offered by an increasing number of internet services and social media channels, but in somewhat different ways – the most common, in addition to a regular password, is for you to also receive a text message when logging in from a new device. You can easily switch on the two-step authentication function on an existing account through the channel’s security settings.
If the issue of unauthorised access to the account still occurs, there are usually a few different ways to change passwords, and then re-enter the account. Most channels also have contact information or forms for you to use to report if an account has been hijacked, thereby closing the account.
In order to stand out and get people’s attention, your content must be readily accessible and clear – your audience should be able to quickly and easily grasp (and respond to) your message. All communication in social media becomes more effective by including images and/or video content.
Lund University has university-wide accounts in the channels below. There are also other accounts within LU – if you have questions, please contact your immediate communications officer.
Read more about the purpose, objectives and contact persons for these channels through the matrix below:
Branding Office, Corporate Communications
anna_v [dot] johnsson [at] kommunikation [dot] lu [dot] se
+46 46 222 70 21