Strategy for social media

The goal of the SDU social media strategy is to:

• Increase awareness and nurture brand/reputation through engaging content.
• Profile researchers and drive traffic to research dissemination. Social media often accounts for 60-80 per cent of visits to a research news item on sdu.dk.
• Build a loyal following through community engagement.
• Promote events, recordings and more with engaging content and advertising.

The most important performance parameter is Engagement. It is generally measured by broad Click Through Rate (CTR), where all clicks, comments, likes and other active actions count.

SDU generally compares favourably with other universities and will be in the top three in Denmark in terms of engagement.

SDU's social media strategy is a common strategy for SDU's overall social media and channels, which has the entire organisation University of Southern Denmark as the sender.

SDU's target groups are: Potential students, parents of potential students, political decision-makers, journalists, foundations and potential employees.

Key points about SDU's use of social media are:

• Support that relevant target groups see SDU as a credible and relevant brand.
• Have a clear and focused strategy on a few, but good channels.
• Aare strong communicators of SDU's messages and handle crises in collaboration with Press & Communication.
• Ensure that messages and content take shape according to channel selection (algorithm-, genre- and target group-based) and the desired effect.
• Has wit and bite in content and dialogue.

The content of SDU's strategy is summarised in the phrase 'Engage with SDU', because on social media we always want our target groups to take action when they meet us on social media (click on an article, sign up for an event, call our press phone, read about an education etc.)

We try as much as possible to avoid our audiences simply scrolling past our content because it is not engaging or interesting enough, for example.

SDU's guiding star is Engagement.