Marketing is no longer about the stuff

that you make, but the stories you tell.

Seth Godin

Social Media
Campaigns
ENGL 3143: Professor
Kurlinkus

Ernesto Fuentes
 Ernesto Fuentes | Dr. KurlinkusENGL 3143 Social Media Cmpaign

The University
of Oklahoma
Department of
English
Branding Statement
We are a department that believes in the power of language.
Whether its writing it or reading and analyzing it, we use Contents
language to help understand the cultural, social, and historical
world around us. Overview
Branding Statement 1
Students who graduate with English degrees from the
University of Oklahoma will be armed with the Goals/Objectives 1
communications skills, writing skills, and analytical skills to Review 2
thrive in any number of exciting careers offered today. Competitive Analysis 2
Our goal is to educate and prepare our students for the
opportunities ahead, whether that is a career or a graduate Campaigns
program. We want to create a critical thinker, a writer, a #CampusReading 2-3
communicator, and an analyzer, all in one package. We want #NationalPoetryMonth 4-5
our students to become the candidates that employers and
graduate programs seek, year in and year out.

Departmental Goals/Objectives
The departments primary goals, above all else, should be to provide an
engaging, entertaining, and informative social media account on whatever
platform a student, faculty member, or prospective student finds it on. Its
objectives should be to post at least one tweet, Facebook status, or
Instagram post every school day. Over the course of the semester, each
account should strive for 30 new followers. For every post during each
social media campaign, we should strive for at least three retweets or
shares from students specifically, which will increase every accounts
exposure to students outside the department.
2

The Current State/Competitive Analysis

The department currently has one social
media account on one platform, Facebook.
The page has 347 likes, which is a respectable
following, but currently only has engagement
from 28 of its followers, according to
Facebook Analytics.
The account posts a new post about every 2-
3 days. The majority of posts are also only
written updates, describing an event or
upcoming opportunity without any visuals.
Aside from posts, it also never shares other
pages or websites content or articles.
The Facebook accounts of Harvard and
University of Michigan boast over 3,000
followers and 2,000 followers,
respectively. Both of the accounts
posts are centered on events, students,
and articles from outside the
department which are relevant to its
students. The majority of posts are also
accompanied with visual imagery,
including videos of faculty, pictures of
students, and posters from events. The
frequency of posts, along with more
visual posts, creates more engagement.

The Humanities, a set of disciplines that is ultimately an attempt to examine and comprehend
the cultural, social and historical activity of our species through the medium of language.
Verlyn Klinkenborg

General Rules Social Media Campaign #1: Instagram

The general rules for the Objective statement: To spread a strong brand and persona for the
English department, highlighting the fun, social activities conducted from
departments social media students and teachers alike.

pages should include: Rules for this campaign: No images or videos that contain graphic content
or vulgar language, other than from literature that may be highlighted.
No political Profile Description:

statements. Profile Picture: Photo of South Oval

Location: Norman, OK
No graphic or Bio: The official Instagram account of The University of Oklahoma
offensive content. Department of English cas.ou.edu/English
Rhetorical Analysis: Other universities (such as Harvard, Carnegie Mellon,
All responses should Fayetville State) all run successful and active Instagram accounts with
short, concise bios. The benefits of such a short profile description are to
be respectful and get the visitor of the page to quickly engage in the content of the account.
The faster they know they are in the right place, the faster they will scroll
within our branding down to view the pages content.
persona.

Should never post

more than twice a
day.
 3

Rules and Tips

The Campaign: #CampusReading Rules: the post must contain a
The campaign will be centered around a hashtag: #CampusReading. photo or video of the student
Students and faculty will post pictures on Instagram, whether their own
or faculty member on campus,
personal account, or for the official Department of English account, and
will take pictures around campus at their favorite reading spots. We will reading a book. It can be
encourage them to get creative by posting our own examples first on the
staged, filtered, edited, etc. as
official Instagram account.
long as there is no graphic
The campaign will help solve the problem of a lack of community among
the department. With both students and faculty working together and content, vulgar language, or
sharing their posts under one hashtag, we can help create a better sense
offensive behavior or imagery.
of community.

Tips: Get your friends involved!

Set up a funny candid, or show
Goals and Objectives/Rhetorical Analysis us a really secretive spot
Goals: to create a greater sense of community in the English department, without giving away its
and to promote a more fun environment and persona for the English
departments account. location. Above all, be creative

Objectives: We should aim to get involvement from at least four faculty and have fun.
members and three students on the official account. We should aim to
post at least once per day for a full week. We should also share any posts
from student accounts who post to with hashtag and adhere to the
campaigns guidelines and rules.
Rhetorical Analysis: In the visual examples on this page, the posts of
#FacultySummerReads are centered around faculty in particular, showing
what they were reading over the summer. It gave an opportunity to show
students the facultys fun, social, and creative side. The major difference
for our campaign would be the involvement of both students and faculty.
Poetry is when an emotion has found its thought and the thought has found words.
-Robert Frost

General Rules
Social Media Campaign #2: Facebook

The general rules for the Objective statement: To spread a strong brand and persona for the
departments social media English department, highlighting the fun, social activities conducted from
students and teachers alike.
pages should include:
Rules for this campaign: No images or videos that contain graphic
content.
No plagiarism.
Profile Description:
No political Profile Picture: Photo of South Oval
statements. Location: Norman, OK
Bio: The official Facebook account of The University of Oklahoma
No graphic or offensive
Department of English. We are an institute that strives to prepare the
content. writers and readers of today for the opportunities of tomorrow. Follow us
to stay up to date on all events and opportunities.
All responses should Rhetorical Analysis: Facebook allows you to have a more colorful and
drawn out bio, and therefore the bio for Facebook will be longer than the
be respectful and
bio for Instagram. Other universities (such as Harvard, Carnegie Mellon,
within our branding Fayetville State) all run successful and active Facebook accounts and
feature these longer, more narrative bios. The accounts are focused on
persona.
telling personal stories, invoking a sense of real people experiencing real
moments and activities with their department.
Should never post
Since their isnt much you can change in terms of layout, and Facebook
more than twice a day. pages are more bland in nature, it is essential for the Facebook page to
have a good bio, inviting cover photo, and a call to action, all of which we
would provide.
 5

Rules and Tips

Rules: No graphic violence or

erotic material will be shared
by the departments official
account.
The Campaign: #NationalPoetryMonth
The campaign will be centered around a hashtag: #NationalPoetryMonth. Tips: The type of poem does
Every student, faculty, and prospective student will be encouraged to post
not matter. You may choose to
a short poem with this hashtag at the end, and all posts that adhere to the
rules will be shared and highlighted on the official Facebook account. To do free verse, haiku, etc., just
encourage initial engagement, we will ask our faculty to create the first
try to keep it short, and above
three posts, either sharing their work or creating new ones.
all, have fun!
The campaign will help solve the problem of a lack of community among
the department. With both students and faculty working together and
sharing their posts under one hashtag, we can help create a better sense
of community.

Goals and Objectives/Rhetorical Analysis

Goals: to create a greater sense of community in the English department,
and to promote a more fun environment and persona for the English
departments account.
Objectives: We should aim to get involvement from at least two faculty
members and two students on the official account. We should aim to post
at least once per week for a full month. We should also share any posts
from student accounts who post with the hashtag and adhere to the
campaigns guidelines and rules.
Rhetorical Analysis: In the posts from Carnegie Mellon, the posts
highlighted both students and faculty, and then led to an article, painting a
personal and highly achieving picture of the department, while also
creating a stronger sense of community. We will borrow heavily from
them, while also going a step further in accessibility and share-ability by
creating posts with the poems directly in them.