Originally presented at The Association of College and University Housing Officers International’s (ACUHO-I) Business Operations Conference in Scottsdale, AZ, in October 2016. Covers topics related to university departmental engagement with students on social media.

1. 7Questionstoask
beforeyoujumpinto
Social
Media
Marketing

2. So who is this guy?
@paulgordonbrown

3. @paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com

4. #ResLifeSocial
This session is Twitter-friendly.
@paulgordonbrown

5. 89%
of adults 18-29 years old use social media
67%
access it on mobile
98%
of adults ages 18-29 are on the internet
(Brenner, 2013; Brenner & Smith, 2013; Pew Internet Project, n.d.)
younger generations
are using the internet,
social media, and mobile
technologies at a high rate

6. @paulgordonbrown

7. You might fall
@paulgordonbrown

8. fall FORWARDBUT
@paulgordonbrown

9. social media is a
TOOL
@paulgordonbrown

10. social media
is also a
CONTEXT
@paulgordonbrown

11. broadcasting

12. engagement

13. teach
doing
Help
students by
Take the leap
with them.

14. Story
Time
@paulgordonbrown

15. @paulgordonbrown

16. My tweet:
Their responses:
Notice the difference.

18. @paulgordonbrown

19. “Can passenger
Paul Brown please press
the flight attendant call
button?”
@paulgordonbrown

22. Later,
I payed it
forward.

23. PB+
an unconventional relationship

24. @paulgordonbrown

26. @paulgordonbrown

27. @paulgordonbrown

28. @paulgordonbrown

29. Q
1.Whatareyourgoals?
2.Whois/areyouraudience(s)?
3.Whatplatformswillyoubeon?
4.Whatisyoursocialmediaidentityandtone?
5.Howwillyouorganizeyourselfandengage
partners?
6.Whattypeofcontentwillyougenerateand
whowillgenerateit?
7.Howwillyoumakeitfunandrelevant?

30. Q
Whatareyour
goals?
ONE

31. Goal@paulgordonbrownModified from Gross, 2014

32. Be helpful?
Be a champion?
Provide information?
@paulgordonbrownModified from Gross, 2014

33. Outcomes
1. Develop relationships with your students
2. Develop community
3. Model appropriate online behavior
4. Customer service
5. Marketing and information sharing
6. Reading student culture/discourse
@paulgordonbrown

36. example

37. University of Houston
@paulgordonbrown

38. Outcomes1. Develop pride in the institution
2. Develop community and common
purpose
These outcomes aren’t just reinforced for
the students and staff who directly
contribute to the effort.
Spas virtual and physical contexts.
@paulgordonbrown

39. Q
Whatareyour
goals?
ONE

40. Q
Whois/are
your
audience(s)?
TWO

41. Who’s your audience?

42. All students?

43. A sub-population?

44. Parents?

45. Alumni?

46. Stakeholders?

47. example

48. #BennyOnTheMove
@paulgordonbrown

49. Outcomes
1. Develop pride in the institution
2. Engage alumni and create cross-
generational connections
3. Enhance sense of globalism, promote
study abroad
@paulgordonbrown

50. Q
Whois/are
your
audience(s)?
TWO

51. Q
What
platformswill
youbeon?
THREE

52. What are your
platforms?
@paulgordonbrown

53. What are your
platforms?
@paulgordonbrown

54. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
23
3437
53
87
Social Media Platform Adoption (2014)
18-29 year olds
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

55. Sex
Race
Age
Educational Level
Income
Employment Status
Urban/Rural
Which demographic breakdown
reveals the biggest disparity in
social media adoption?
@paulgordonbrown

56. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

57. Age
@paulgordonbrown

58. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Age comparison
18-29 yo
65+ yo
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

59. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Household income comparison
Less than 30k/yr
More than 75k/yr
30k-
30k-
75k+
75k+
75k+
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

60. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Race comparison
White Hispanic
Black
Black
Black
Black
White
White
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

61. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Sex comparison
Men Women
Women
Women
Men
Women
Men
Source: Pew Research Center Social Media Update 2104 @paulgordonbrown

62. example

63. Boston College
@paulgordonbrown

65. Outcomes1. Point out hurtful comments and
problematic behavior.
2. Describe the negative effects of hurtful
comments on target groups.
3. Modify their own behavior.
4. Create a more welcoming campus
climate.
5. Encourage student action.
@paulgordonbrown

66. @paulgordonbrown

67. @paulgordonbrown

68. @paulgordonbrown

69. @paulgordonbrown

70. Q
What
platformswill
youbeon?
THREE

71. Q
Whatisyour
socialmedia
identityand
tone?
FOUR

72. Identity
?
@paulgordonbrownModified from Gross, 2014

73. ?
The royal “we?”
Do we know who you are?
Or is it a persona?
@paulgordonbrownModified from Gross, 2014

74. Formality
@paulgordonbrownModified from Gross, 2014

75. LOL 😃 👍
Thank you for your inquiry.
¯_(ツ)_/¯
@paulgordonbrownModified from Gross, 2014

76. Tone
@paulgordonbrownModified from Gross, 2014

77. Playful?
Sarcastic?
Authoritative?
@paulgordonbrownModified from Gross, 2014

78. example

79. @paulgordonbrown

80. @paulgordonbrown

81. @paulgordonbrown

82. @paulgordonbrown

83. @paulgordonbrown

84. Q
Whatisyour
socialmedia
identityand
tone?
FOUR

85. Q
Howwillyou
organize
yourselfand
engage
partners?
FIVE

86. Centralized,
Decentralized,
or Hybrid
Model

87. Administrative Support?
Campus Partners?

88. Everyone
on campus
can get
involved…

89. Career
Services
Departments/
Schools of
Communication
University
Marketing
Information
Technology
Alumni
Unique
Partnerships

90. example

95. Q
Howwillyou
organize
yourselfand
engage
partners?
FIVE

96. Q
Whattypeof
contentwill
yougenerate
andwhowill
generateit?
SIX

97. CONTENT IS KING
@paulgordonbrown

98. Who’s
content?
developing your
@paulgordonbrown

99. Matrix
Topic Examples %
ModifiedfromGross,2014

100. Topic Examples %
Leadership
Articles
Found on the Web; Added to our blog
from student class assignments
40%
Highlights
Profiles of staff, student leaders, and
highlights of student organizations
30%
Pride Photos Photos of our mascot, photos from events 10%
Deadlines
Informational: org fair sign-ups, last day of
classes, last day to drop classes
20%
@paulgordonbrownModified from Gross, 2014

101. example

103. Communication
Infrastructure

105. Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

106. http://bit.ly/bsusmguide15
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

107. http://bit.ly/bsurccsmjd
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

108. integrated marketing
team managers
Kath Bukis
Print Shop Manager
Chloe Corsi
Manager
Catherine O’Malley
BSUlife.com Editor in Chief
Jessica Laudati
Design Team Manager
Emily Cohn
Video Team Manager
Laura Lawton
Social Media Manager
5 5 7
5 6 2

109. http://bit.ly/bsusmmarketingworksheet
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

110. Q
Whattypeof
contentwill
yougenerate
andwhowill
generateit?
SIX

111. Q
Howwillyou
makeitfun
andrelevant?
SEVEN

112. CONTENT IS KINGCONTACT
@paulgordonbrown

113. followers…
@paulgordonbrown
contests?
orientation?
campaigns?

114. sociallistening
@paulgordonbrown@paulgordonbrown
whatare
students
saying?

115. jumponsocialtrends…

116. Involve
students

117. example

122. Q
Howwillyou
makeitfun
andrelevant?
SEVEN

123. Q
1.Whatareyourgoals?
2.Whois/areyouraudience(s)?
3.Whatplatformswillyoubeon?
4.Whatisyoursocialmediaidentityandtone?
5.Howwillyouorganizeyourselfandengage
partners?
6.Whattypeofcontentwillyougenerateand
whowillgenerateit?
7.Howwillyoumakeitfunandrelevant?