Taking social to the next level
We took stock of performance metrics for the @YaleAmericas Twitter
pages, monitored actions of competitors, incorporated the latest social trends and noted other successful B2B accounts for inspiration. Ultimately, we landed on a new social strategy, differentiated by platforms.
LinkedIn is for “nutritional” content – substantive, thought leadership and educational conversations. Twitter is for “candy” content – GIFs, custom memes and quippier language that allows a combination of information and entertainment. A new Facebook page would be a balance of the two.