“At the Social Media Lunch, I gained a wealth of valuable tips and tricks for optimizing social media components of our program’s marketing strategy. The material was pitched at just the right levels of informative and fun/casual. I look forward to attending future events!” – Alyssa Stanford

“These social media brunches/lunches have been very helpful in giving our social media direction. The Study Abroad Center is excited to put a lot of what we have learned thus far into practice this coming fall (social media content calendar, utilizing FB live, etc.) The tips have been great!”

OVPTL hosted another successful Social Media Lunch. The event began with OVPTL’s Senior Administrator of Social Media and Marketing standing by the door with a welcoming smile and greeting all of the participants as they came in. As soon as the clock inched closer to 11 a.m., the room quickly filled. Everyone that RSVP’d showed up!

Attendees didn’t check in through conventional registration. Instead, they checked in through following OVPTL on Social Media, setting the tone for the rest of the event. At the Social Media Lunch, we encourage a constant flow of Social Media support across departments, even at the beginning of our events.

After everyone checked in, Ryan Foland took to the center of the room and quickly gave an overview of the topics that would be covered during the workshop then jumped right into developing Social Media best practices.

Hosted by the Merage School of Business, the topics covered during the two hour workshop were:

  • Social Media Analytics and Advertising
  • Creating Stories Through Instagram and Snapchat
  • Social Media Audits

TOPIC 1: Social Media Analytics and Advertising

Twitter Analytics

If you are looking for data to assist your social media strategy on Twitter, Twitter Analytics is a great place to start. Twitter’s analytics help you understand how the content you share on Twitter grows your business. Here is what you can learn — and where:

  1. How to Access: Analytics.twitter.com
  2. What will you find?
  • Account Home: Explore your monthly Twitter insights.
  • Tweet Activity: Insights on every Tweet.
  • Audience Insights: Learn about your Twitter followers.

Facebook Analytics

Use Facebook Analytics/Insights to maximize your sharing strategy. This data helps you stay in touch with the content that is best for your brand, while avoiding the things that do not work.

  1. How to Access: Click Insights at the top of your Page.
  2. What do my Insights Tell me?
  • Insights Overview: 7-day snapshot of the most important activity on your Page.
  • Likes: See how many likes your Page gained and lost each day.
  • Reach: This shows you the number of unique people who see your postings on Facebook over a period of time.
  • Page Views: See where on the internet people are coming from to get to your Page, and where on your Page they are going once they arrive.

Use Insights to Improve:

  1. You can look at each of your posts and see which ones have the most reactions, comments and shares and the least negative feedback. Use this information to create more of the types of posts that your audience is interested in seeing.
  2. You can also learn about when your audience is on Facebook and publish your posts when you’re likely to reach more people.

Boosting Posts

Boosted posts appear higher in News Feed and on Instagram, so there is a better chance your audience will see them.

How do I boost a Post from my Page?

  1. To boost posts on your Page:
  2. Go to a post you have created and then click Boost Post in the lower-right corner.
  3. Choose your audience and budget.

Google Analytics

Google Analytics lets you site statistics, clicks on your content, and traffic.

How to Access:

  1. Login to WordPress: yourwebsite.uci.edu/wp-admin
  2. You will have to login with your UCI Creds

TOPIC 2: Creating Stories Through Instagram and Snapchat

Snapchat and Instagram have recently developed similar functions. Instagram recently launched Instagram stories which parallels the functions of Snapchat with a few key differences.

Snapchat lets you share your content through a single track called a story. It consists of 24-hour stories from users, providing content that is purely episodic and temporary to viewers.

Instagram content can be delivered episodically through stories or more permanently through the feed.

By combining the longevity of your feed posts with the 24-hour duration of your story segments, you can generate urgency while providing consistent and engaging content for your Instagram followers.


  1. Take 60 seconds to write out your idea, and storyboard it
  2. Ask your viewers to participate
  3. Make your viewers the highlight of the story
  4. Use Snapchat’s functions (draw on your snaps, add an emoji to highlight points, use silly face lenses, etc.) and Instagram’s functions (filters, captions, adjusting photos)
  5. Have a hook
  6. Ask people to Snap you back


1. Use Snapchat or Instagram as a mirror and forget about all of the native tools

TOPIC 3: Social Media Audit

As a department, generating and posting content on Social Media platforms is important, but it is also very important to take a moment to reflect on previous posts.

Social Media audits are necessary. If students come in and see posts that bore them or posts that are inconsistent with the department’s online persona, they are less likely to follow you or like any of your content.

Here are some tips for a successful Social Media audit:

1. Understand your Audience
2. Don’t forget the Mission
3. Avoid Back to Back Repetition, but Be Consistent
4. Spellcheck, Spellcheck, Spellcheck

The ROI of Knowing Your Social ROI: Return on Investment

Here’s why you should know your social ROI.

  1. If you are not showing your client and/or boss some kind of return on their investment in you and social media — increased site visits, more purchases, ballooning engagement, whichever growth metrics fit their larger marketing goals — that won’t be your client and/or boss for long.
  2. Without measurement and analysis of content and community management results and their tie to your business, you cannot validate or expand.
  3. Social is where the conversations about you and your brand are happening, whether you are engaging there or not. This is an easy advantage.

Want to know how fun and informative our Social Media gatherings are?

Take a look at July’s Social Media Brunch: https://www.youtube.com/watch?v=GKCvaspx-gc

Each Social Media Brunch/Lunch workshop is put on by the OVPTL, and is hosted by a different department on campus. Topics vary each time, and the hosting department helps to identify what topics they would like to cover. If your department/unit is interested in hosting the next Social Media workshop, please contact Ryan Foland (rfoland@uci.edu) for more details.

The Social Media workshop was professionally recorded by the UCI Media Services and will be available for viewing soon on their YouTube Page. Resources that were developed for the topics covered are also available on the DUE Intranet. If you do not have access to the DUE Intranet and would like to get a copy of the resources, please contact Ryan Foland (rfoland@uci.edu).

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