Social media platforms are constantly tweaking their layout, terms of services, or features. This HEM series is meant to help you make sense of these changes in a higher ed context to better leverage them for your college’s social media marketing strategy

1. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 1
Latest Social Media Changes and
What They May Mean
For Your College

2. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 2
1) Facebook’s (Sort Of) Dislike Button
2) Facebook’s New Ads Format
3) Facebook’s Real-time Data
4) Instagram Direct
Overview
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

3. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 3
 Users have been asking for a “Dislike” button for almost as
long as the social media platform has been around.
 This is not really a button that can be used on pages and
profiles, but an emoticon that will remain available only on
Facebook Messenger for now.
1. Facebook’s (Sort Of) Dislike Button
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

4. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 4
 Facebook will enable auto-played video ads on the
newsfeed.
 Video ads will be about 15-seconds long and they will start playing
as soon as they appear on the screen, but in order to hear what is
said in the video, users will have to turn on the sound.
 Facebook hopes this new feature may engage more people
since they won’t have to click on the content.
 Very much like Twitter Vine or Instagram, isn’t it?
 Does it mean you should start investing more into these
short videos?
 Yes. Videos should definitely be part of your college’s content
strategy.
2. Facebook’s New Ads Format
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

5. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 5
 Facebook has also been working on helping page admins
have a better picture of what is happening to their page.
 Stats are now showing real-time data.
 Page insights now display metrics such as overview, reach, posts
and likes in real-time.
 Also, although some people have reported that they have
not been able to access such info, Facebook now allows
page admins to access info since July 2011 without having
to export stats.
 Your team will now be able to track the impact of a specific
piece of content being shared on Facebook in real-time.
3. Facebook Real-time Data
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

6. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 6
 Instagram has also added some new features to keep up
with the competition of social media platforms such as
Whatsapp or Snapchat.
 Instagram recently launched “Instagram Direct”, a new
feature that allows users to send pictures or videos to
individuals they follow or a group (up to 15 people) without it
appearing to other users.
 If the user doesn’t follow the individual(s), they can still send
pictures and videos, but the recipient has to agree to view it
before the content is displayed.
4. Instagram Direct
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

7. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 7
 Many are questioning whether or not Instagram Direct will
survive.
 They argue that such a drastic move from public sharing to private
sharing is not aligned with the way people use the app, and may be
detrimental for the Instagram brand down the road.
 The feature is brand new, but some marketers have already
taken advantage and found a new way to create a special
connection with the most engaged customers.
 Some use it to create very on-the-spot, “the first 20 people”-type of
contests.
4. Instagram Direct
Source: Higher Education Marketing – Keeping Up With Social Media - Latest Changes and What They May Mean For Your College

8. Keeping Up With Social Media Series – Latest
Changes and What They May Mean For Your College
Slide 8
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