Sample Social Media Plan

Case Study:
You are a student personnel professional at Onward University, a Hispanic Serving Institution.
The university is experiencing challenges related to COVID-19. For instance, while student
enrollment remains strong student services, specifically academic advising, must transfer much
of its operations to the virtual environment. Create a social media advertisement plan about the
changes.

Purpose:
As our office moves its operations to a primarily virtual environment, it will be necessary to
create a social media plan to advertise and bring awareness to these changes. Due to the many
constraints put on universities during the pandemic, we need to focus our efforts on connecting
with students where they are, social media. Student success and its dependence on student
services, like academic advising, are a major concern now more than ever. In order to best
connect with Onward University students and their families, our academic advising office will
strategically target our varying demographics across each of our social media platforms,
including our website.

Platforms:
• Website
o Target audience – Students, parents/families, faculty and staff
• Facebook
o Target audience – Parents/families, faculty and staff
• Instagram
o Target audience – Primarily students
• Twitter
o Target audience – Students, faculty and staff

Posting Schedule:
Website: advising.onward.edu
Monday N/A
Tuesday N/A
Wednesday N/A
Thursday N/A
Friday Weekly blog post highlighting events, programs, or
resources related to that respective week’s topic.
Facebook: Onward Advising
Monday Post flyer containing availability of advising appointments for the
week and how to sign up.
Tuesday Weekly livestream which can take the format of a Q and A, partner
spotlight, virtual event, etc.
Wednesday N/A
Thursday N/A
Friday Share weekly blog post.

Instagram: @onwardadvising
Monday Post flyer containing availability of advising appointments for the
week and how to sign up.
Tuesday Weekly livestream which can take the format of a Q and A, partner
spotlight, virtual event, etc.
Wednesday Story takeover by student workers, other departments, or random
staff members. Inclusion of polls, quizzes, or answer boxes will be
used to garner student engagement.
Thursday Weekly giveaway raffle for students who respond to the posted
survey, question, poll, etc. for that week.
Friday Post about weekly blog post on main feed. Share to story.

Twitter: @onwardadvising
Monday Tweet flyer containing availability of advising appointments for the
week and how to sign up.
Tuesday Tweet about weekly livestream being hosted on Facebook and
Instagram. Share to fleet.
Wednesday N/A
Thursday Weekly giveaway raffle for students who respond to the posted
survey, question, poll, etc. for that week.
Friday Tweet about weekly blog post. Share to fleet.

Sample Weekly Topics

• COVID-19 policies
• How to utilize virtual advising
• Advantages of participating in academic advising
• Partner spotlights
• Productivity and studying tips for online classes
• Managing mental health during the transition to virtual learning