Social Media Operations
Board-run playbooks, content workflow, and active post operations for LinkedIn and Instagram.
Operating goals
What “good” looks like each week.
• 3 LinkedIn posts/week (Mon/Wed/Fri)
• 4–6 IG stories/week + 2 feed posts/week
• 1 campaign CTA/week (applications, events, Pi Day, etc.)
• 1 alumni spotlight every other week
• Reply to comments within 24 hours
Approval workflow
Fast, consistent, auditable.
1) Draft owner writes copy + selects asset
2) Finance/Policy check (only if asks for money)
3) Board Chair/Comms lead approves
4) Schedule with UTM link + CTA
5) Post + monitor comments
6) Log performance after 48 hours
Content checklist
Pre-flight before you schedule.
• Hook in first 140 characters (LinkedIn)
• 1 clear CTA + 1 link (use UTM)
• Add alt text (if image) + credit sources
• Use 3–6 hashtags max on LinkedIn
• Use 8–15 hashtags on IG (or move to first comment)
UTM link builder
Use this for every CTA link so growth is measurable.
https://purdue-alumni-nexus.example/pi-day?utm_source=linkedin&utm_medium=social&utm_campaign=pi_day_2026
Suggested defaults: `utm_medium=social` and channel-specific sources (`linkedin`, `instagram`).
Active operations (LinkedIn)
Board-ready cadence and content types.
Weekly cadence
Mon: Upcoming events • Wed: Alumni spotlight • Fri: CTA (applications/campaign).
Post formats
1) Short story + CTA 2) Carousel recap 3) Quote graphic 4) Poll (once/month).
KPIs (48h)
Impressions, clicks, saves, comments, follower delta, CTR on UTM link.
Pi Day Photo Challenge launch
LinkedIn • Owner: Marketing Chair
Needs approval
Celebrate #PiDay with Purdue College of Science! Alumni + students: submit your most creative image of π for a chance to win a prize.
Submit here: https://example.com/pi-day
#PiDay
#Purdue
#PurdueScience
#BoilerUp
#Alumni
https://example.com/pi-day
Ops notes: Add a square graphic + tag Purdue for Life if appropriate.