Laurie Roberts

Social Media Manager
Johnson & Wales University

Laurie Roberts is the social media manager at Johnson & Wales University. She leads social media strategy, content curation, and engagement initiatives for the university’s organic enrollment management social media channels. Laurie works to increase brand awareness, expand the university’s digital presence, and introduce the university to new online audiences. She also advises the university’s internal departments in developing and maintaining strong social media presences of their own. Laurie holds a bachelor’s degree from Mount Holyoke College and an MBA with a specialization in marketing from the University of New Hampshire.

Laurie Roberts’s Session

8:00 a.m.–11:00 a.m. Pacific — Wednesday, October 25, 2023

Building Your Content Strategy: Planning, Calendars, Creativity, Data & More

This workshop will include short lectures, activities with small break-out groups, results-sharing, and Q&A.

Section 1: Content Strategy & Planning, led by Laurie Roberts, Johnson & Wales University

Setting the strategy is the first step to developing a successful social media presence, including the basics: goals, audiences, platforms, and content pillars. Knowing what to post is important, but knowing when to post can be tricky. This section will also cover creating and maintaining a content calendar that puts your content strategy to work. 

What you’ll learn:

  • How to draft a social media strategy that outlines goals, audiences, platforms, and content pillars (plus a worksheet)
  • How to re-imagine key marketing messages as content pillars
  • How to map out post ideas on a content calendar (plus suggested free tools)
  • How to maintain a content calendar that’s both flexible and strategic
  • Tips for a multi-departmental approach to sourcing strategic content 

Section 2: Channel-Specific Content & Working with Students, led by Lawerence Synett, University of Colorado Denver

Once your content pillars and content calendar is in place, it’s essential to break down content per platform and understand where your content will perform its best. This section will review platform best practices, and provide easy-to-implement ideas for tackling the “creative desert.” 

What you’ll learn:

  • The best types of content per platform, including Instagram, LinkedIn, Facebook, and Twitter
  • The best ways to leverage student ambassadors, workers, and organizations
  • How to address a lack of content ideas
  • Traps to avoid regarding link clinks, hashtags, graphics, specific days, and celebrations

Section 3: Data-Informed Content Strategies, led by Moriah Walker, UNC Charlotte

Once you’ve created your social content strategy and identified the best channels for your institution, there are important steps to take to stay on track to achieve your goals. This section will cover how to make data-informed decisions to keep your audience engaged and your institutional priorities top of mind.

What you’ll learn: 

  • The role of data in determining what to share and how to share it effectively
  • When to find a new approach for your lowest performing content and when to move it off of social
  • How to make “dry” topics more engaging for a social media audience
  • Ways to repurpose content to get the most ROI
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