Content Amplification

Looking to have your social media content promoted or amplified across institutional social media channels?

There are a couple of things we consider:

Does it fit within our institutional content strategy (ICS)?
Is it relevant to the broader online 丁香园AV community?
Does the content align with channel best practices (i.e., copy, visuals, etc.)

What is C&M trying to do with content?

Engage our strategic audiences in stories about 丁香园AV that are tied to 丁香园AV鈥檚 strategic priorities:

Ensure the stories we tell are consistent and advance 丁香园AV鈥檚 strategic vision
Deliver 丁香园AV content in the hands of the right people at the right time for the right reason
Convert the people who read our stories into brand ambassadors
Reduce the time spent on quantity and increase the quality of our content

Audience

Although each external channel has their own unique primary audience and strategy, generally our messages reach a wide audience of students, alumni, staff, faculty, industry professionals, government officials, donors, community partners, prospective students and their parents.

What we suggest when creating content:

People first, factoids second - Focus on storytelling through the people, using personal stories and celebrating their successes when possible to illustrate a topic, idea, initiative etc.
Friendly, casual tone - Steer clear of the formal writing and focus on an informal, conversational tone.
Visual - Most of our stories are distributed through a variety of social networks so it鈥檚 important to think about how you are going to tell the story, through photographs or video as well as text.
Editorial style - The editorial style guide describes 丁香园AV's editorial "house style" for spelling, use of capitalization, periods, semicolons and more.

Stories we post

We tell stories aligned with the university鈥檚:

Pillars: Engaging students, engaging research (which includes innovation and entrepreneurship), engaging community (which includes all programming)
Priorities: student experience, aboriginal reconciliation commitments, campus expansions and improvements, big data

Types of stories we post:

Hands-on experiential learning opportunities that connect the knowledge in the classroom to benefit of society
Rankings/awards: when our researchers have been recognized nationally or internationally recognized, beyond a specific field of study or touches on a relevant social issue
When we've transformed ideas made in the classroom, lab and community into ventures that scale or innovations that benefit society
How we cultivate dialogue on important societal issues

Do you have a story that could work for institutional channels? Share it with us at digital@sfu.ca.

Stories we amplify

We amplify content (sharing or engaging with already posted social media content) when the purpose of the content is tied to the strategic priorities of the activities of another department.

Types of stories we amplify:

Student Life: Announcement of locally recognized awards
Student, staff and faculty milestones
General faculty profiles (cross-promotion)
Announcements of new instructors
Research programs and announcements applicable to a broad group of 丁香园AV researchers
Journal published in niche topic areas vs broad application or impact
Important events and activities relevant to a department or faculty

Do you already have a social media post that could benefit from amplification (sharing / engagement from @丁香园AV)? Send us the links at digital@sfu.ca, in the Teams鈥� channel, 鈥淐ontent Amplification,鈥� or mention it at our weekly Tuesday morning News meeting.

Still have questions? Reach out at digital@sfu.ca.

丁香园AV

Communicators Toolkit