Social media guide
Social media has transformed how we communicate, both as a school and as individuals. We use social media to advance a vision of Brighton Grammar as a school of the future, committed to excellence.
We also aim to inform the Brighton Grammar community about our values of integrity, passion, accountability and respect to drive engagement and encourage our fans to celebrate the unique Tonner spirit with their friends and followers.
Audiences across the world use social media to connect with Brighton Grammar and learn about our world-changing practices, top-ranked teaching and community service.
All Brighton Grammar units, faculty, staff and students using social media on behalf of the School should do so with thought, purpose, honesty and accuracy.
These guidelines are to ensure appropriate and effective use of social media and will evolve as social media evolves.
Brighton Grammar currently has an official presence on Facebook, Twitter, Instagram, Linkedin, as well as unofficial accounts run by students, staff and faculty, past and present. If you are considering opening an account on behalf of an academic department, administrative office, student club or organisation, this list will help you decide which platform will work best for your needs and purpose.
FACEBOOK: The most popular, and widely used social networking website, which allows registered users to create profiles, pages and groups, upload photos and video, and send messages. For brands, this is the most important platform to cultivate a community (/brightongrammar)
TWITTER: An online social networking service and microblogging service that enables its users to send and read text-based messages of up to 140 characters, known as “tweets” to a list of followers. This is great for sending out news “blasts” (@brightongrammar)
INSTAGRAM: An online photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos with their cell phone cameras, apply digital filters to them, and share them on a variety of social networking services. (/brighton.grammar)
LINKEDIN: A social networking website for people in professional occupations and is mainly used for professional networking. Network members are called “connections”. (Brighton Grammar School Community)
Every social media account that bears Brighton Grammar’s name represents the brand. If you are planning to open a new BGS social media account, you must be committed to creating a clear strategy with both short-term and long-term goals.
These steps will help you with that process:
• Identify your audience and the purpose of the account. What are your concrete goals?
• Drill down on the personality of your account. Write in a consistent and well-planned voice: Have a clear idea of what your posts will sound like in order to make it easy for new team members to understand quickly.
• For all written content, please bear in mind the advice stated below as well as the BGS Writing Guide: (Coming soon)
• When creating profile pictures, cover photos, graphics, please refer to the BGS Visual Style Guide http://bit.ly/2kUnvNr & Logo Design Guide: http://bit.ly/1H6gQW7
• Content planning is extremely important. Begin by brainstorming topics that are relevant to your specific audience, i.e. a sub-set of the BGS community. What kind of content will you post? How will you plan ahead for future content?
• Plan to develop a content calendar containing 20 ideas for posts per month and make sure that these contain an equal distribution of aforementioned key topic areas. The ability to post consistently is important to social media success.
• Make sure that team roles are clearly defined. Who will take care of these platforms and when?
Creating a new account
• Before creating a social media account on any platform on behalf of BGS, kindly inform Marcomms about your intentions, as we need to keep track of all online content representing BGS.
• When creating or managing a social media account for BGS, ensure access credentials are shared by at least two people in case one team member is unreachable or no longer at the School.
• Clearly identify the account or page’s relationship to BGS and link back to the appropriate webpage to reinforce the connection.
• The title of the page should begin with “Brighton Grammar”, e.g, “Brighton Grammar – Alumni”.
• Make sure that the account is very clearly branded and in keeping with the visual identity of BGS (See the BGS Visual Identity Guide/BGS Style Guide).
• Make sure that you always know which team members/student assistants are responsible for posting at any given time.
• Studies show that posts have the highest engagement rate when posted between 4-6pm.
• Don’t try to cram in too much information. Keep statuses fairly short – 50 words maximum per Facebook post, 140 characters per Tweet is the maximum allowed.
• Incorporate as much visual and multimedia content as possible to engage the community.
• Never post a link on its own, always accompany it with a status.
• Link back to brightongrammar.vic.edu.au whenever relevant to drive traffic back to the communications hub of BGS.
• Participate in conversations. Always reply to comments and messages, unless they are obviously spam. In this case, you can hide the post so that it is only visible to the person who posted it & their friends.
• Add hashtags into your posts regularly on Twitter and Instagram as well as Facebook from time to time, eg #BGS, #BrightonGrammar, #Tonners to boost engagement and interaction.
The official BGS logo is reserved for the profile images of the official BGS social media channels. Please consult with Marcomms about alternative images for your account.
Are you seeing results?
No social media presence is complete without analytics. This is important to determine if your goals are being met or not. You can figure out where your weak spots are or what you should do more of.
The following in-built tools will help you to figure out everything that you need to know about engagement on your page…who, what, where, when and how.
• Facebook Page Insights
• Twitter Activity Dashboard
Finally, what happens if the account becomes inactive? An inactive page is harmful to BGS’s online presence. Kindly re-start activity or delete the account.