Social media and universities : strategies, audiences and impact The exemple of the University of Poitiers

1. SOCIAL MEDIA
AND UNIVERSITIES
Strategies, audiences and impact
Charlotte Mader – EUPRIO – 12/07/2012

2. SOCIAL MEDIA AND UNIVERSITIES
Social media and universities : strategies, audiences and impact
- Presentation of the University of Poitiers
- Social media customs
- Specificities
- Editorial lines
- Strategies
- The role of community manager
- Impact
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 2

3. UNIVERSITE
DE POITIERS
PRESENTATION
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 3

4. SOCIAL MEDIA AND UNIVERSITIES
Trainings
- 7 faculties, 1 Engineering school, 6 institutes
- 24,000 students including 4,200 international students
- Top student city in France
- Distinct regional atmosphere : Angoulême, Châtellerault, Niort, Royan, Segonzac
Research
- 6 research poles, 45 laboratories and research structures
- 2,500 research staff including 1,000 doctoral students
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 4

5. SOCIAL MEDIA AND UNIVERSITIES
Communication
- 7 Staff in Communication Department
- Communication network for research : 50 representatives
- Institutional communication network : 60 représentatives
 Monthly meetings
Social Media
- Facebook, Twitter, Pinterest, Youtube (Vimeo), Google +, Foursquare, Netvibes
- Coming soon : LinkedIn, Viadeo
- Related networks : student affairs and services (libraries, culture, sports…),
departments, trainings/diplomas, events…
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 5

6. SOCIAL MEDIA
CUSTOMS
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 6

7. SOCIAL MEDIA AND UNIVERSITIES
Social media’s importance
- Reputation and e-reputation
- Internal and external information dissemination
- Enhance and develop community participation
- Service hotline
How to manage social networks ?
- Identify the right network, appropriate to user needs
- Determine the objectives and the editorial pace
- Identify accomplished community facilitators
- Establish an editorial line
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 7

8. SOCIAL MEDIA
SPECIFICITIES
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 8

9. SOCIAL MEDIA AND UNIVERSITIES
Identify the user
- Facebook : The most important network/community, rather passive, (students,
staff, partners)
- Twitter : The most active community, more specialised, professionalized,
(graduate students, connected staff, journalists)
Adapted contents
- Specific vocabulary and contents
- Establish an editorial line
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 9

10. SOCIAL MEDIA
EDITORIAL LINES
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 10

11. SOCIAL MEDIA AND UNIVERSITIES
User charter
- Specific network charter
- Internal charter : digital usage
 Independent or Included in the website charter
- Minimal legal and institutional framework
- Respect and enhancement of the university (ethics and confidentiality issues)
Specific editorial lines
- Unique for each network
- Centred on contents (magazine)
- Prevent publication of inappropriate content
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 11

12. SOCIAL MEDIA AND UNIVERSITIES
Facebook example
- Forward content.
- From official websites and associated websites
- From other websites (partners, newspapers…)
- From other networks (associated Facebook pages), sharing
- Original content creation : scoops
- Regular features (3 times a week)
- Facilitators framework
- Specific characteristics of the network (publication delay, impact)
- mistakes to avoid
- topics not mentioned
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 12

13. SOCIAL MEDIA
STRATEGIES
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 13

14. SOCIAL MEDIA AND UNIVERSITIES
Overall strategy
- Social media strategy based on overall « transmedia » strategy
- Enhancement of the university by the community (staff, researchers, students)
- New identity, new logo, new website
- Develop the sense of belonging
- Return to ancestral knowledge: to produce and disseminate knowledge
- Cogito* concept : research and expertise in society
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 14

15. SOCIAL MEDIA
COMMUNITY MANAGER
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 15

16. SOCIAL MEDIA AND UNIVERSITIES
The role of Community manager
- Spokesperson
- From management
- From users
- Increases visibility on the Internet
- Attracts and develops the (web) community
- Identifies/trains community facilitators
- Alerts and analyzes track reputation, new tools
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 16

17. SOCIAL MEDIA AND UNIVERSITIES
Management relationship
- University Brand's first ambassador on the Internet
- Community manager time ≠ admin time
- Relationship of trust
- Clear Policy and strategy
- Legitimacy: community manager position
Crisis situation
- Anticipation : importance of charter and editorial line
- Treatment and response
- Reactivity
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 17

18. SOCIAL MEDIA
IMPACT
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 18

19. SOCIAL MEDIA AND UNIVERSITIES
Content enhancement
- External :
- Better visibility, sharp increase in the number of visits to the institution’s
sites
- Increasing partnerships
- Internal :
- Better visibility of the other communication supports
- Direct contact with students
Involvement of the community
- Develop pride and sense of belonging
SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 19

20. SOCIAL MEDIA
AND UNIVERSITIES
Strategies, audience and impact
THANK YOU FOR YOUR ATTENTION
Charlotte Mader
Charlotte.mader@univ-poitiers.fr