Analysing and evaluating social media channels

Instruction

Instruction statement

According to the Managing Movement between Experimental, Presence and Core Social Media Channels Procedure, platforms are promoted to Core status if certain criteria have been fulfilled, including sustained audience activity adoption. Presence channels are promoted to Core when they’ve reached sufficient maturity, although they may be re-categorised as Experimental if that fails to happen. Experimental channels are promoted to Presence when audience and activity have achieved defined goals.

This instruction outlines the steps account managers must follow to assist Digital and Customer Experience Strategy with ongoing assessment of the classification of all channels.

Exclusions

Nil.

Instruction steps and actions

Instruction (including key points)

Responsibility

Timeline

1. Core Social Media Channels

1.1 Audience engagement

After your account has been established and has found its audience, please update WSIP on whether the channel allows RMIT to:

a) engage and assist with the recruitment of students;

b) provide service to current students;

c) facilitate quality information for a global audience;

d) support the engagement of partners and partnerships;

e) represent and support RMIT’s brand with the web presence reflecting RMIT’s position as a leader in technology and design.

1.2 Terms of Service

To be classified as a Core channel, the social media platform must provide Terms of Service that align with the University’s Social Media Policy, strategy and other relevant policies. If managing or working with a core channel, account owners should be prepared to answer whether the channel’s Terms of Service continue to adhere to the following requirements:

a) No compromise of privacy, copyright, confidentiality or content as stated in the Social Media Policy and supporting procedures.

b) No requirement for contributions to waive moral rights, e.g. the moral right to be identified as the author of their work.

c) No granting of extensive rights to the social media provider that enables the content, in whole or part, to be used in any form.

d) No sharing or selling of user information with third-party sites without permission or an opt-in feature.

e) The provider's policy about disclosing data satisfies RMIT’s requirements, as per the University’s Privacy Policy.

f) Obscene or inappropriate content is not allowed.

g) The service provides a ‘report abuse’ feature.

h)The service allows reporting of spam.

i) The provider enables removal of content or deletion of an account, in accordance with the Deleting and Archiving of Social Media Content Procedure.

j) The provider enables reporting and removal of unauthorised, inappropriate, illegal or fraudulent social media accounts operating under the RMIT University name, according to the Managing Inappropriate/Unauthorised Users on Social Media Procedure.


Spokesperson


Ongoing

2. Presence and Experimental channels

When managing accounts on Presence and Experimental channels, after a period agreed upon with WSIP, please be prepared to communicate the following to the Senior Social Media Analyst.

2.1 Reports on audience activity

2.1.2 Statistics of engagement for a particular week or month when significant activity occurs (e.g. number of comments on posts; tracking ‘sentiment’ in audience responses to content).

2.1.3 An assessment on whether you would have achieved better results working with a Core social media channel (e.g., Facebook, blogs, Twitter).

2.2 RMIT web objectives

2.2.1 Does the channel align with RMIT web objectives, i.e. student engagement and recruitment, providing information to a global audience, connecting with partners and partnerships?

2.2.2 Are the channel’s Terms of Service acceptable to the University? (see the Acceptable Terms of Service Instruction for more information)

2.3 General criteria

2.3.1 Does the channel meet appropriate communications, learning or teaching objectives for a particular RMIT group or audience?

2.3.2 Does the channel deliver tangible results in any of the following areas:

  • profile raising/ brand building;
  • interactivity;
  • consumer insights;
  • profile/brand expansion and reach;
  • enabling of creativity and innovation;
  • speed of execution;
  • lowered costs;
  • increased traffic to web presence;
  • generation of inquiries and applications

Spokesperson


Ongoing

[Next: Supporting documents and information]