This essay describes the process one communication studies department used to develop a social media strategy. That process involved identifying the audiences to be reached, establishing goals and objectives, conducting an audit to identify possible message posts, and selecting posts to reach our goals and objectives. The resulting strategy involves posting messages two to three times per week targeted toward specific audiences and reflecting twelve objectives. A calendar was created to guide the posts. Future research will assess the effectiveness of the strategy.
Buermann, S., Everett, H., Ringer, R. J., Anderson, T., Davenport, A., & Mutua, E. (2020). A social media strategy for an academic department. Journal of the Association for Communication Administration, 39(2), 72-77.