1. Ensure stakeholders agree on the overarching purpose of the channel. Examples include:
- To increase awareness about your research activities and/or a particular issue.
- To position faculty and researchers within your program/center/unit as a leader in a particular area.
- To encourage students and researchers to apply to work in your department/division.
2. Identify the primary audience. This informs the voice, tone and scope of content on your channel. Examples include:
- Stanford Medicine’s local community of students, faculty and staff
- Stanford Medicine’s global community of alums, family members of SOM students and people interested in Stanford SOM news
- Health, science/medical reporters and bloggers
- Biomedical and health-care community (e.g., researchers, patients, medical providers)
- Medical educators and institutions
3. Determine whether you will produce content, curate Stanford Medicine content, or do a combination of both. Existing sources of Stanford Medicine content include:
4. Create a policy for posting and promoting external content (content you did not write or create). It should be easy for the reader to identify why your department, division or Stanford Medicine is promoting the external stories, images or videos on your channel. Reliable sources include:
- Stories, blog posts, and videos from peer-reviewed publications, news sites, and broadcast sites.
- Most .gov sites, such as sites associated with the National Institutes of Health.
- Many .edu sites, including (of course) news from Stanford-affiliated. departments/divisions/hospitals/schools other than yours that could be of interest to your audience.
5. Determine who will regularly post to/take ownership of the channel.
6. Plan for you and your supervisor/team to measure the success of your channel. For the time and human resources it takes to manage a channel, you should know how it's performing and the return on investment. The university’s Social Media Best Practices document provides more specific guidance on measuring and reporting.
7. Establish a plan for addressing engagement and comments on your social media channels. Many offices are not staffed to monitor comments or engage with followers.
8. Create your publishing (posting) calendar.