This document discusses engaging students online through social media. It provides tips for higher education professionals on how to effectively engage students online, including role modeling appropriate online behavior, developing relationships and community, and reading student discourse. Statistics on social media platform usage are presented to understand how students use different platforms. Best practices are outlined such as determining the audience, developing a social media team, creating a content matrix, and getting other campus departments involved.

1. building
Online Engagement
through
Social Media
w/ Dr. @PaulGordonBrown

2. @paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com

3. Research
Impact of social and digital
technology on college student’s
concepts of self.
Presentations
- Be. Act. Do. Digital Leadership.
- Digital Social Justice
- What Every Digital #SApro
Should Do
- Engaging With Students
Online and With Social Media
@paulgordonbrown

4. #ACUIRegionIV16
This session is Twitter-friendly.
@paulgordonbrown

5. 2 ways…

6. 2 ways…
engaging
students
online

7. 2 ways…
engaging
students
online
role modeling &
incorporating
students

8. engaging
students
online

9. broadcasting

10. engagement

11. technology is a
TOOL

12. technology
is also a
CONTEXT

13. You don’t
Expert
have to be an

14. You might
“STEP IN IT”

15. teach
doing
Help
students by take the
leap with
them.

16. Don’t engage
from a place
of fear.
They’re
already in
the house.

17. Social Media Trends.

18. What are your platf
@paulgordonbrown

19. What are your platf
@paulgordonbrown

20. 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

21. 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

22. 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/yr30k-
30k-
75k+
75k+
75k+
Source: Pew Research Center Social Media Update 2104

23. 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

24. 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

25. Content Examples.

28. 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

29. Boston College

31. 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.

32. Departmental/
Divisional Example.

33. Communication
Infrastructure
Communication
Infrastructure
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

34. Centralized,
Decentralized,
or Hybrid Model

35. Administrative Support?
Campus Partners?

36. involve students

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

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

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

41. 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
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com

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

43. Best practices.

44. Who’s your audience?

45. All students?

46. A sub-population?

47. Parents?

48. Alumni?

49. Stakeholders?

50. Who’s your audience?

51. example

52. #BennyOnTheMove
@paulgordonbrown

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

54. What’s your G.I.F.T.?
Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/

55. GoalModified from Gross, 2014

56. Be helpful?
Be a champion?
Provide information?
Modified from Gross, 2014

57. Identity
?
Modified from Gross, 2014

58. ?
The royal “we?”
Do we know who you are?
Or is it a persona?
Modified from Gross, 2014

59. Formality
Modified from Gross, 2014

60. LOL 😃 👍
Thank you for your inquiry.
¯_(ツ)_/¯
Modified from Gross, 2014

61. Tone
Modified from Gross, 2014

62. Playful?
Sarcastic?
Authoritative?
Modified from Gross, 2014

63. What’s your G.I.F.T.?
Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/
Goal
Identity
Formality
Tone

64. CONTENT IS KING

65. Who’s
content?
developing your

66. Matrix
Topic Examples %
ModifiedfromGross,2014

67. 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%
Modified from Gross, 2014

68. CONTENT IS KINGCONTACT
@paulgordonbrown

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

70. sociallistening
@paulgordonbrown@paulgordonbrown
whatare
studentssaying?

71. jumponsocialtrends…

72. Some final
thoughts…

73. Involve your
whole team.

74. Be good
story tellers.

75. Let your
personality
shine
through.

76. Encourage
engagement on
social media.

77. role modeling
and
incorporating
students

78. ISTE STANDARDS
FOR STUDENTS
2016

79. 2016 ISTE Standards for Students

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

84. Everyone
on campus
can get
involved…

85. Digital
Skills
Workshops

86. Digital
Skills
Workshops
•Using design software
•Developing a LinkedIn
Presence
•Using collaboration
tools
•Presentation software
and delivery

87. Educate for
Digital Reputation

88. Educate for
Digital Reputation
•Invite speakers
•Offer professional
headshot services
•Encourage digital
portfolio creation
•Infuse concepts into the
common read

89. @paulgordonbrown

90. Create spaces for
application

91. Create spaces
for application
•Host TEDx style talks
•Engage with students
online through official
channels
•Employ students as
digital marketers and
ambassadors

95. some things to
thinkabout

96. it takes
TIME

97. Be consistent
Be dedicated

98. technology
is NOT
required
EVERY
time
@paulgordonbrown

100. Resources.

101. .com

102. @paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com