Form a strategy. Identify purpose, who you want to reach (audience), types of content you intend to share and overarching goals. From there start with one social media outlet, such as creating a fan page on Facebook, and develop a presence.
Set your goals. Are you trying to communicate a campaign; promote your Truman group/department/program; connect with alumni; create a community for fans; or increase overall awareness and recognition of your Truman entity? Your goals should be SMART: Specific, Measurable, Attainable, Realistic, Timely. Common social media goals include: increased traffic to website, reputation management, brand awareness, search engine rankings, and thought leadership.
Make the time. Don't start a social media effort unless you have the dedicated time and resources to maintain new content on a regular basis. New content is critical to thrive in social media communities.
Conduct research. Before starting a social media campaign, research other organizations on social media networks for ideas on what works and what doesn't.
Jump in. Be an active user. Listen to conversations, engage with comments, answer questions, and keep your account fresh with regular posts.
Measure success. Determine what success means for your purpose and goals. Increased traffic to your website? Better communication with prospective students? Number of fans, followers, comments?