Slide deck for my Advanced Social Media Techniques for Higher Education, delivered at the SACUBO College Business Management Institute, August 1, 2013.
9. “Failing to plan
is planning to
fail.”
Why should I have a
social media plan?
10. say social media is more efficient than
traditional media in reaching their target
audience
33%
Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
11. of undergraduate admissions officers agree that
social media is worth their investment.
92%
Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
12. plan to increase their investment in social
media in the next year
86%
Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
13. report that these tools have changed the way
they recruit.
78%
Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
15. Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
0%
12.5%
25%
37.5%
50%
2009-10 2010-11 2011-12
Percentage of schools with a written social
media policy:
32%
44%
49%
17. Source: Higher Ed Documents Social Media ROI: New Communications Tools Are a
Game Changer. Society for New Communications Research, July 2012.
0%
20%
40%
60%
80%
2009-10 2010-11 2011-12
Percentage of schools monitoring mentions of
school’s name and other relevant online brand
conversation:
73%
68%
47%
19. Social Media Strategy:
Questions You Should Ask
Before Beginning
•Why are you using social media?
•How will you know you are
successful?
•What tools will you use (& why)?
•How will you measure your activities
(tools & process)?
•Who will be responsible for these
activities?
61. How do I know
which tools to use?
•Feature Sets
•How well does it fit with our
existing system?
•Popularity among students
•Future-proofing
(cc)2005FlickruserStitch
64. Advantages to a
Private Community
•Secure space for private and
semi-public student engagement
•Fewer FERPA worries
•More Institutional Control/
Ownership
65. Disadvantages to a
Private Community
•Need for staff to handle administrative load.
•Risk of a bottleneck during signup/approval.
•How will you verify student identity?
•How will you handle invitations?
•What about your public-facing communities
(competition)?
•How will you sustain student involvement?
87. of adults 18-24 are Twitter users.
31%
Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
88. of online African-Americans use Twitter. 13%
use it on a typical day.
28%
Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.
104. Tips for Pinterest Success
•Think Story/Theme FIRST!
•Don’t be afraid to thin-slice your target
segments
•Share items/topics beyond institutional
activities
•Encourage “re-pinning” (yes, another
button/chiclet)
•You don’t have to follow, but you should “re-
pin” items from students and student orgs
114. Instagram Success Tips
•Encourage Use of Filters
•Use Contests to drive desired photos
•Aggregate Photos from Multiple
Contributors
•Consider a Rotating Student Voice
•Try using words over photos
•Cross the Streams (Share via Facebook,
Pinterest or Twitter)
•Recognize other users
136. ProTips:
•What makes it so
important to connect
with the physical
environment?
•Build with that in mind.
•Vendor partners are
critical (e.g., foursquare
and SCVNGR)
•Educate early and often
139. Ideas for QR Codes
•Self-Guided Campus Walking Tour
•Links to your social media presences in
print materials
•Scavenger Hunt
•Surveys (keep them short!)
•Links to office hours, contact info, social
media presences at physical locations
•Nutrition/Exercise Info at the Food Court