WSU STUDENT AFFAIRS OFFICIAL SOCIAL MEDIA

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1 WSU STUDENT AFFAIRS OFFICIAL SOCIAL MEDIA Why: Problems Addressed by Creating Social Media... 2 Audience 3 Stakeholders. 4 Goals of Student Affairs Social Media.. 4 Measuring Goals.. 5 WSU Student Affairs Brand 5 Posting Logistics.. 8 Monitoring Brand.. 9 Analytics Potential Concerns

2 WHY: PROBLEMS ADDRESSED BY CREATING SOCIAL MEDIA 1. Decrease Accounts: Many departments within Student Affairs have accounts that are not being used to their full potential. If we have a place for those departments to post upcoming events and advertise services, many of these departments will be able to close their existing social media accounts and some currently contemplating creating accounts will most likely not. a. By decreasing the amount of social media accounts Student Affairs departments have it is easier for SAT to keep an eye on accounts, track and participate (when necessary) in discussions, and maintain administrative and login information. b. Departments will not have to hire their own student social media manager. i. SAT will be training and supervising the student social media manager position along with working closely with Marketing & Communications. 2. Ability to Post ALL Events: Marketing & Communications are not always able to post all of Student Affairs events to WSU social media. By having our own Student Affairs accounts we can post all Student Affairs involvement opportunities. a. We will probably not have the massive audience that WSU social media has, but we will be able to quickly build likes/followers/subscribers and likely have a larger audience than most departments on their own. 3. Strategic Communication & Review of Events and Services Across Multiple Mediums: We will be able to tie posts into marketing campaigns and promotions going on in various departments for seamless and more strategic branding. a. SAT running the accounts also allows for us to track analytics across digital media. 4. Help Current Students, Potential Students, and Community Learn More About Student Life at WSU: Address the 2013 WSU Public Opinion Survey that says the main reason why prospective students and public would not recommend WSU is because they do not know enough about WSU. ( 5. Technical Video Issues: Site Manager does not allow for video upload and the media server does not work well in all browsers so having the ability to host videos on YouTube or Facebook and embed them into websites or other social media helps fix a long-time technical issue without requiring every department to have their own YouTube account. 2

3 AUDIENCE Main Focus: Current Students o Average age 27.8 (2014) o 47% Male 53% Female (2014) o Headcount: 25,954 (2014) o 56% Part-Time 44% Full-Time (2014) o 50% Caucasian 9% Hispanic 35% Other/Unknown (2014) o 92% are residents 39% live in Davis County 33% live in Weber County o Most students take 6 years to complete degree (2014) o 22% of students are the first in their family to attend college (2013) o 90% have social media accounts (2014) o Most students are on Facebook for 3 hours or less a day (2014) o 83% of survey respondents want to see Student Affairs post upcoming events (2014) o 67% of survey respondents want to see Student Affairs post career information (2014) o 66% of survey respondents want to see Student Affairs post freebies (2014) o 59% of survey respondents want to see Student Affairs post about services available to them (2014) o 56% of survey respondents want to see involvement opportunities posted (2014) Potential Students o Prospects are top-of-mind aware of the University of Utah (71%), Brigham Young University (52%), Utah State University (65%), WSU (59%), Utah Valley University (35%) (2013) o View U of U (4.39), BYU (4.28), and USU (4.13) as being better quality education than WSU (3.98) (2013) o 83% likely to recommend WSU (2013) o 59% said WSU s advertising changed impression for the better (2013) o Would look for more info about WSU on website (96%), ask someone they know (90%), printed materials from school (78%), from school (40%), Facebook (15%), YouTube (12%), Twitter (5%) this was from a 2013 survey, social media has become more prevalent since Community o Weber, Davis and Salt Lake Counties o View U of U (4.26), BYU (4.25), and USU (4.03) as being better quality education than WSU (3.62) (2013) o Believe WSU is easily accessible/close to home and a reasonable cost for good education (2013) o 69% likely to recommend WSU (2013) 3

4 o 35% said WSU s advertising changed their impression for the better (2013) Alumni STAKEHOLDERS WSU Student Affairs VP, SAMC, and departments WSU Marketing & Communications (MarComm) GOALS The main goal of having social media accounts for Student Affairs is to increase two-way communication with students and promote involvement in Student Affairs. We can offer one place for students to see many ways to get involved through Student Affairs more than they will see on the WSU Facebook page. We can also offer return communication on questions and comments in a digital realm where we know our students already exist. FACEBOOK GOALS Increase knowledge of Student Affairs events, services, facilities, and involvement opportunities. o Connect with current students so they feel like part of WSU, which increases graduation rates and positive feelings toward WSU. o Show potential students how active and welcoming WSU is and the outreach programs available to them. o Show alumni the many positive experiences and services Student Affairs offers students. o While most Student Affairs facilities and services are for current students, we do have many events that connect to the community such as races, homecoming, swim lessons, CCEL activities, and the Outdoor Program Rental Center. This FB page will help to communicate community involvement and connections. Decrease the amount of department Facebook pages that are not being used to full potential. At least 500 likes in the first year. YOUTUBE GOALS Give departments a place to host video without having to create their own YouTube Channels. 4

5 Down the road as we get more video help: Increase short video clips highlighting Student Affairs events and services that encourage involvement. MEASURING FACEBOOK GOALS > Goal: Increase knowledge of Student Affairs events, services, facilities, and involvement opportunities. Measurement: Facebook poll after a year asking likes if they feel more in-tune with and welcome to Student Affairs events, services, facilities, and involvement opportunities. Watching analytics to see breadth of outreach > Goal: Decrease the amount of department Facebook pages that are not being used to full potential. Measurement: Manually track how many pages exist pre Student Affairs FB page that have low likes and minimal posts/maintenance and again one year later. > Goal: Gain at least 500 likes in the first year. Measurement: Track analytics in Facebook Insights WSU STUDENT AFFAIRS BRAND All communication made via social media accounts needs to follow these standards to ensure consistent, clear and positive brand building across those creating content and interacting with users. We will follow the WSU Style Guide: We will follow WSU Social Media Guidelines and Best Practices: We will follow all WSU Brand Standards: VOICE 5

6 The tone of Student Affairs is professional, yet playful because we are a supplement to academics and focused on students connecting to WSU, being engaged, doing well in academics, having fun, being healthy and overall well rounded. Content: We will not make fun of ourselves or use sarcasm in online communication, but we will be light hearted and even joke around a bit. We will not use abbreviations such as LOL and will be careful with our use of acronyms representing areas on campus. Emoticons are OK but use sparingly. Any use of slang has to be very commonly used (like oh snap ). The main point of Student Affairs social media is to get word out about Student Affairs events, services, facilities, and involvement opportunities. However, if there is something trending or popular on campus (like anything Damian Lillard), it is OK to go off-topic and participate in the conversation. It is also OK to support non-student Affairs events and involvement opportunities such as major conferences being held on campus, but Student Affairs posts need to come first. We will not post all WSU official sporting events. We will post games when we can and big events that are trending or have to do with a Student Affairs event. We will not post all games/matches for club sports or all meetings for clubs & organizations. We will post games when we can and major accomplishments like making it to championships and promotional get involved club highlights among other Student Affairs posts. Posts targeted toward existing students will come before posts targeted to our other audiences. If a department requests that we post links to outside WSU sources such as an article about stress, we will review it as a team to decide if it should be added to the posting calendar. We will not post surveys for non-student Affairs departments. We will post information about events, services, facilities and involvement opportunities through Student Affairs departments. We will share any Facebook events other departments create instead of creating our own. We will not post pictures of the same people at every event. We will represent a wide variety of students. All posts will be appropriate (no alcohol, no nudity, no curse words, no personal opinions, etc.). We will always remember that we are representing Student Affairs and Weber State University. We will remember the purpose of each medium we are posting to and not just mass-post the same thing to all social media representing Student Affairs. We will remember our core values when communicating: 6

7 Respect: We will be respectful and open to the feelings, concerns, and varying life experiences and opinions of others recognizing that everyone is a person and deserves to be heard. Integrity: We will pose integrity in our transparent, honest and moral communications. Student-Centered: All content posted and communications made on Student Affairs social media will be student-centered, focusing on how our departments can benefit students. Collaboration: We will collaborate with Student Affairs departments, other WSU entities, and possibly even community resources to answer possible questions or concerns in a timely, professional and truthful manner. Inclusion: We will be inclusive in our posts, remembering to provide alternative information for those needing special services to attend events or text versions of audio content and strive to attain correct alternate language information when necessary. Accountability: We will be responsible in our posts and accountable for quick responses while remaining positive and professional. We will periodically conduct online polls, staff surveys, and communicate with MarComm to ensure that we are improving our social media for Student Affairs while respecting WSU brand. ADDRESSING COMMENTS & MESSAGES Engage with comments to promote more conversation and let users know that we are listening. If message is sent via Facebook, always reply timely but if the message is asking us to promote something, double check with the digital media supervisor before you tell them yes or no. You can simply reply that we will get back to you after we have discussed with our team if this event is something that falls within the goals and purpose of our Student Affairs page. We will most likely not post surveys or promote other department/college social media. With all things social media, time is important. Reply to comments and messages as soon as possible. WHEN TO ENGAGE IN CONCERNING COMMENTS & MESSAGES The intent of Student Affairs social media is to inform and encourage student involvement in Student Affairs. If we do get negative posts or loud irate users, the decision to engage in the conversation must reflect that our intention is to inform and encourage student involvement in Student Affairs. Anything that cannot be resolved between the student social media manager and digital media supervisor will go to the SAT director and up to MarComm if necessary for advisement. 7

8 If an occurrence happens after hours, the digital media supervisor will be the contact via cell phone for determining if a response should be issued. If other SA departments or WSU entities are impacted by the situation, contact them so a response can be coordinated. What to post: Acknowledge any problems from angry posts with how it is being addressed. Exp: The Union Testing Center is experiencing some technical difficulties with the computers. IT is currently working on the situation. Please use other Testing Center facilities until further notice (link to testing center website). If we cannot connect with the department to get more information we can simply say that we are looking into it. Exp: The Union is experiencing some flooding, maintenance is looking into the situation. Or We are looking into posts about a possible power outage at the 80 s dance in the Union Ballrooms. If the situation has to do with larger WSU issues like university closures due to weather, share or forward users to any posts made by official WSU social media. If it fits the situation, ask users for potential solutions. Make sure to post an update when the situation is fixed such as the flooding in the Union has been contained and all facilities are re-opened. Create a hashtag for the event so it can be monitored easily on all mediums. Use that hashtag in all posts. SPAM/ADVERTISEMENTS We will delete all spam and advertisements posted to the Student Affairs wall. POSTING LOGISTICS Ideally, we will not post more than once or twice a day. However, it may be necessary on busy days. Three posts will be our limit. The student social media manager(s) will do most posting, but the digital media supervisor will have access to post as well. Process for Publishing: The social media manager II will be in charge of the posting calendar in Google Drive. Both students and the digital media supervisor will have access to the calendar. The social media manager II will decide what posts will appear on what medium and if the language needs to be tweaked to better fit each medium. Everything posted for the first few months of employment must be OKd by the digital media supervisor in advance. The calendar will get populated in the following ways: 8

9 There will be yearly posts at certain times of the year based on the master Student Affairs calendar. The social media manager II will have access to the master calendar and be in charge of making sure these posts are added to the post calendar in advance. The digital media supervisor will send events to the social media manager II (with branded materials which will likely come from the graphic designer) that need to be posted but the student may be in charge of deciding language and when to post it. Both students will review popular WSU social media (and outside sources if campus is slow or there is a big community event going on) daily to see if there are events going on that we are not aware of that should be shared on Student Affairs social media. It is up to the social media manager II to decide what will be finalized on the posting calendar. The social media manager II will come up with a plan for how the two will split up these popular social media and a process for how these events will finalize on the posting calendar. #weareweber Wednesday posts will be collected by both students, but headed by the social media manager I. We will have a pool of posts stored on Box if needed but will try to match posts to the current feel on campus (are students stressed about finals) and to larger events/campaigns going on with the marketing team. The social media manager I will work with the digital media supervisor to decide if the post needs a topic focus each week. The social media manager II will be in charge of making sure that someone on the team is at many of our events to take pics/video and post live to encourage others to attend. This must be included on the posting calendar. The students and supervisor will work together to come up with posts and content creation for Student Affairs services, involvement opportunities, facilities, contests and larger campaigns. Legalities: As long as you are in a public setting like a huge event going on in the Union, you do not need students to sign a waiver, but do let them know that you will be posting the photo on Student Affairs social media if they want to see it. o For events that have to do with LGBTQ and touchy subjects, get the student s verbal permission before posting a photo they are in (we do not want to out any students). o Photo Release: #weareweber and other intimate posts that use a photo/video/quote of a student must have a signed waiver before we can post. MONITORING STUDENT AFFAIRS BRAND The student social media manager will use monitoring tools to listen for social media conversations happening on Student Affairs social media and about popular WSU Student Affairs terms, but s/he will not be able to track all monitoring for all departments and will not be able to be connected 24/7. 9

10 Popular terms to monitor: WSU/Weber State Student Affairs Shepherd Union Get More Get Set Get Connected WSU/Weber State Testing Centers WSU/Weber State Campus Rec/Outdoor Any hash tags created for Student Affairs events o Student will create hash tags for major events that do not already have one (WSUSA events often have one created with branding materials) o Repeat Hash Tags #wildcatblockparty #weareweber ANALYTICS The social media manager II will be in charge of monthly analytics to help us understand what type of posts encourage reach, if there is a time to post that seems to work well for a particular post, our growth, and more. POTENTIAL CONCERNS Questions asked that we cannot answer in a timely manner (according to social media time) because we cannot get in contact with the correct person, have a hard time contacting higher ups who can answer the question, or do not know who to contact. There are great limitations to having a student employee who only works 20 hrs a week during office hours when it comes to monitoring. The digital media supervisor will have to be in charge of monitoring off-hours. 10