1. You need to develop a policy - be accurate, objective, and clear. Needs to be treated as an extension of your publication.
2. Have a purpose - think about audience. Don't be on social media just to be on it. You don't have to be on every social media. Each platform has a different purpose.
3. Get your staff on board - staff should follow publication.
4. Follow and be followed - follow students, alumni, other schools, etc.
5. Engage with people - respond to people when they tweet you or write at you. Seek people out and initiate a convocation. In school and in community. Engage with other publications.
6. Be consistent - post daily. Look at trends like Throw back Thursday. Top tweets once a week from kids at school. Create a weekly photo album for the week. Balance, don't overwhelm followers on social media.
7. Use twitter lists and stay organized - hootsuit and tweetdeck - make a list of people/tweets. Set tweets to go out at a certain day/time.
8. 80/20 rule - nobody likes an attention hog. Know your audience and what they like. 80%-don't have to do with your publication. 20%-your publication.
9. Don't be a robot - it's okay to have personality. Be conversational when promoting posts.
10. Learn form other people - follow other social media programs, advisers, pro. Organizations.
11. Publicize - make your account to know. Start hashtags. Have contests-Follow through.