Social media marketing is a serious business and "social media marketing manager" is a role that's starting to appear in quite a few organisations in the public sector and in the private sector.

If a social media marketing manager started work in your organisation next Monday, and showed an immediate interest in employer engagement, how might you handle the briefing meeting in which your new manager asked the following questions?

How do you use the different social media platforms?

It's a fair question and a good starting point for your discussions with your new staff member.

Are you building a vibrant and responsive employer community on Twitter? Can you explain your policy about who your social media manager should follow and who to connect with? Will you be able to explain your objectives for your Twitter accounts and contrast them with your goals for your Facebook Fan Pages?

If you replied to the question in terms of a commitment to gain more followers and fans, you could expect to be pushed to supply additional detail about the online persona you're trying to create. Would you be ready with your explanation?

What are you trying to achieve using social media?

Providers who are on Twitter, LinkedIn and Facebook and have taken up blogging because every one says you need to be doing these things, will start to feel the embarrassment as soon as they are asked the above question.

Yet, this is the most fundamental social media marketing question of all.

Your new social media manager will be right to ask this question and to keep on asking it.

Are you using social media to build awareness of your organisation's approach to working with employers? Are you using social media applications in conjunction with your sales activities? If you're using the social web to build your reputation with employers, what exactly do you want employers to remember about you?

If you found you weren't in a position to brief your social media manager about these issues, then he or she would struggle to do a good job. Therefore, don't ignore the question, even if no one is waiting for your answer at the moment. You need to know what you're trying to do on the social web as soon as possible.

What's the contribution of social networking to employer engagement?

There's another way of asking this question.

How are you using social networking to engage in dialogue and discussions with employers?

How many LinkedIn groups have you created to support different groups of employers, for example? What actions have you taken to ensure that those groups remain active and interesting to employers, and as a result continue to grow?

How often do you use the Follow Friday convention (#FF) on Twitter to thank your employers for their support or to put an employer's business into the spotlight? How often do you share content that you find on employers' Facebook pages on your own fan page or pages?

If you want your new social media manager to engage with employers via these platforms, what guidance will you offer? What sort of references to employers and their activities do you want on your "walls" or in your Twitterstream?

Difficult Questions?

Perhaps you're breathing a sigh of relief that you don't have a social media manager starting work next week.

If you don't know the answers to the above questions, try pretending you need to brief a new staff member with responsibility for social media very soon. That will help to focus your attention on an important aspect of your business development strategy. It will also help you to use the social web more effectively.

Margaret Adams helps provider organisations to do more business with more employers more often. She writes on employer engagement at: Attract More Business and on strategies to help businesses to build their fame in their marketplace at www.margaretadams.co.uk

Read other FE News articles by Margaret Adams:

Is your employer community growing?

It was a great meeting but...

Do your systems work?

Register, Login or Login with your Social Media account:


Advertisers

Advertiser Skyscrapers

Video Advert

Newsroom Activity

FE News: The Future of Education News Channel had a status update on Twitter 5 hours 3 minutes ago

RT @FENews: Connected Classroom and 1:1 Learning for Harrogate Grammar School: Based in North Yorkshire, Harrogate Grammar School (@Harroga…
View Original Tweet

Latest Education News

Further Education News

The FE News Channel gives you the latest education news and updates on emerging education strategies and the #FutureofEducation and the #FutureofWork.

Providing trustworthy and positive Further Education news and views since 2003, we are a digital news channel with a mixture of written word articles, podcasts and videos. Our specialisation is providing you with a mixture of the latest education news, our stance is always positive, sector building and sharing different perspectives and views from thought leaders, to provide you with a think tank of new ideas and solutions to bring the education sector together and come up with new innovative solutions and ideas.

FE News publish exclusive peer to peer thought leadership articles from our feature writers, as well as user generated content across our network of over 3000 Newsrooms, offering multiple sources of the latest education news across the Education and Employability sectors.

FE News also broadcast live events, podcasts with leading experts and thought leaders, webinars, video interviews and Further Education news bulletins so you receive the latest developments in Skills News and across the Apprenticeship, Further Education and Employability sectors.

Every week FE News has over 200 articles and new pieces of content per week. We are a news channel providing the latest Further Education News, giving insight from multiple sources on the latest education policy developments, latest strategies, through to our thought leaders who provide blue sky thinking strategy, best practice and innovation to help look into the future developments for education and the future of work.

In May 2020, FE News had over 120,000 unique visitors according to Google Analytics and over 200 new pieces of news content every week, from thought leadership articles, to the latest education news via written word, podcasts, video to press releases from across the sector.

We thought it would be helpful to explain how we tier our latest education news content and how you can get involved and understand how you can read the latest daily Further Education news and how we structure our FE Week of content:

Main Features

Our main features are exclusive and are thought leadership articles and blue sky thinking with experts writing peer to peer news articles about the future of education and the future of work. The focus is solution led thought leadership, sharing best practice, innovation and emerging strategy. These are often articles about the future of education and the future of work, they often then create future education news articles. We limit our main features to a maximum of 20 per week, as they are often about new concepts and new thought processes. Our main features are also exclusive articles responding to the latest education news, maybe an insight from an expert into a policy announcement or response to an education think tank report or a white paper.

FE Voices

FE Voices was originally set up as a section on FE News to give a voice back to the sector. As we now have over 3,000 newsrooms and contributors, FE Voices are usually thought leadership articles, they don’t necessarily have to be exclusive, but usually are, they are slightly shorter than Main Features. FE Voices can include more mixed media with the Further Education News articles, such as embedded podcasts and videos. Our sector response articles asking for different comments and opinions to education policy announcements or responding to a report of white paper are usually held in the FE Voices section. If we have a live podcast in an evening or a radio show such as SkillsWorldLive radio show, the next morning we place the FE podcast recording in the FE Voices section.

Sector News

In sector news we have a blend of content from Press Releases, education resources, reports, education research, white papers from a range of contributors. We have a lot of positive education news articles from colleges, awarding organisations and Apprenticeship Training Providers, press releases from DfE to Think Tanks giving the overview of a report, through to helpful resources to help you with delivering education strategies to your learners and students.

Podcasts

We have a range of education podcasts on FE News, from hour long full production FE podcasts such as SkillsWorldLive in conjunction with the Federation of Awarding Bodies, to weekly podcasts from experts and thought leaders, providing advice and guidance to leaders. FE News also record podcasts at conferences and events, giving you one on one podcasts with education and skills experts on the latest strategies and developments.

We have over 150 education podcasts on FE News, ranging from EdTech podcasts with experts discussing Education 4.0 and how technology is complimenting and transforming education, to podcasts with experts discussing education research, the future of work, how to develop skills systems for jobs of the future to interviews with the Apprenticeship and Skills Minister.

We record our own exclusive FE News podcasts, work in conjunction with sector partners such as FAB to create weekly podcasts and daily education podcasts, through to working with sector leaders creating exclusive education news podcasts.

Education Video Interviews

FE News have over 700 FE Video interviews and have been recording education video interviews with experts for over 12 years. These are usually vox pop video interviews with experts across education and work, discussing blue sky thinking ideas and views about the future of education and work.

Events

FE News has a free events calendar to check out the latest conferences, webinars and events to keep up to date with the latest education news and strategies.

FE Newsrooms

The FE Newsroom is home to your content if you are a FE News contributor. It also help the audience develop relationship with either you as an individual or your organisation as they can click through and ‘box set’ consume all of your previous thought leadership articles, latest education news press releases, videos and education podcasts.

Do you want to contribute, share your ideas or vision or share a press release?

If you want to write a thought leadership article, share your ideas and vision for the future of education or the future of work, write a press release sharing the latest education news or contribute to a podcast, first of all you need to set up a FE Newsroom login (which is free): once the team have approved your newsroom (all content, newsrooms are all approved by a member of the FE News team- no robots are used in this process!), you can then start adding content (again all articles, videos and podcasts are all approved by the FE News editorial team before they go live on FE News). As all newsrooms and content are approved by the FE News team, there will be a slight delay on the team being able to review and approve content.

 RSS IconRSS Feed Selection Page