The overall goals of Princeton's social media strategy:
- Convey the key messages of a department/the University to a broad audience.
- Use a variety of social-media platforms that reach the University's various constituencies to provide users with a sense of community.
- Reach previously underserved audiences with key messages, news and information.
- Build new audiences by providing increased access to faculty, student and administrative voices.
- Make every Princeton social-media presence an authoritative source by aggregating news and information of interest to University audiences (including information not limited solely to news from Princeton or a specific department).
- Enhance the reputation for Princeton's social media presence as an important forum for conversations about a range of issues. Ensure consistency in style and approaches to social media across the institution, while recognizing the necessity to tailor tone and platforms to various constituencies.
- Guide and help individuals and academic and administrative units with their social media strategies.
- There are challenges for reaching these goals. One great challenge is the decentralized nature of social media and the fact that there is not a one-size-fits-all model for success.
Also, the audiences for our information range from prospective and current students, to alumni, faculty and staff, to donors and funding agencies, and to policy makers and other critical thinkers, including the mainstream media. To reach its goals, a successful social media strategy must have the sophistication of speaking to all of these audiences.
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