SESSION TITLE SOCIAL MEDIA: COMMUNICATION ADVANCED TECHNIQUES KATHY FACENDA, IT S TIME TO LIGHT THE LIGHTS

Transcription

1 SESSION TITLE SOCIAL MEDIA: COMMUNICATION ADVANCED TECHNIQUES KATHY FACENDA, SALLIE IT S TIME TO LIGHT THE LIGHTS 2016 ILASFAA ANNUAL CONFERENCE 2016 APRILILASFAA 6 8, 2016, ANNUAL HILTON, CONFERENCE LISLE, IL APRIL 6 8, 2016, HILTON, LISLE,

2 What is Social Media? The incoming Fall class was born into cyberspace Using a computer has always been a part of their lives This generation is able to instantly secure immediate approval and endorsement in the form of likes on Facebook and Instagram For many students, # is a hashtag, it s not a pound sign There has always been TV designed to be watched on the web; binge watching your favorite program is the norm 2016 ILASFAA Annual Conference 2

3 Q: What do these words have in common? 2016 ILASFAA Annual Conference 3

4 What Are the Big Social Media Sites? Facebook 1.3 billion monthly active users Twitter 284 million monthly active users LinkedIn 187 million monthly active members Instagram 300 million monthly active users YouTube 1 billion users 2016 ILASFAA Annual Conference 4

5 Destinations: Social Media Channels 2016 ILASFAA Annual Conference 5

6 What s In It for My School? Connect with Students Provide real time updates and answer FAQ Provide students with information about helpful deadlines, events, and financial literacy information Connect with Prospective Students Reach prospective students where they are Provide answers to students used to relying on social media for information Connect with Alumni, Community and Industry Exchange ideas with other schools and peers Share students and alumni participating in community events Fundraising We use social media to answer students questions, listen to their opinions and take action so that they understand that they are being heard. S. Boucher, Director of Marketing & Communication, Southern 2016 ILASFAA Annual Conference 6 New Hampshire University (vtldesign.com)

7 What Are the Challenges Facing My School? Don t have enough time It ll take too long to monitor It requires a full-time resource to respond to questions and/or post content Don t have enough content Don t know what to say Run out of ideas to share Don t have enough money Can t afford expensive technology Can t hire another resource 2016 ILASFAA Annual Conference 7

8 Stop, Listen and Learn! What s being said about you? Keywords make sure they re spelled correctly! Listening tools for social media management: Google Alerts updates of the latest Google results (Web, news, etc.) based on your choice of query or topic Social Mention ( Similar to Google alerts but for social media Receive daily alerts about what s influencing your reputation Hootsuite or Tweetdeck Monitor your school s name and hashtags associated with your school 2016 ILASFAA Annual Conference 8

9 What s Facebook Already Saying About You? Wikipedia has the right to create a Facebook page based on its content If this was your Facebook page, is this what you d want it to say? Would you rather control the message and interact with your fans? 2016 ILASFAA Annual Conference 9

10 What is Twitter? Posts called tweets go out at 140 characters or less Conversations are fast-paced Conversations move at the speed of light on Twitter It is okay to take a conversation off line for privacy and flexibility Think of it as the ticker tape in Times Square Use hashtags to search for topics and see what s trending 2016 ILASFAA Annual Conference 10

11 What is LinkedIn? Used primarily as a B2B or B2C networking tool In 2013, LinkedIn introduced University Pages It allows you to showcase what makes your school special Interact with students, prospective parents and students, alumni, employers, faculty or donors. You may want to use it personally to build your own professional network! 2016 ILASFAA Annual Conference 11

12 If I Can Only Be On One, Which One Should it Be? More users on Facebook than any other platform Easy to manage May post a variety of content: images, photos and videos Can add interactive apps to your page You can auto-schedule content on Facebook 2016 ILASFAA Annual Conference 12

13 Defining the Destination: Social Media Strategy Why is your school on social media? What do you hope to accomplish? Who are the stakeholders? Where should you publish? What are your objectives to support your strategy? 2016 ILASFAA Annual Conference 13

14 Create Be interactive! Create great conversation starters! Use relevant keywords in About Us box Include FAQ s and photos when appropriate Use to announce your page 2016 ILASFAA Annual Conference 14

15 Example: Fisher College 2016 ILASFAA Annual Conference 15

16 Creating a Roadmap: Content Creation 2016 ILASFAA Annual Conference 16

17 Creating a Roadmap: Content Creation 2016 ILASFAA Annual Conference 17

18 Creating a Roadmap: Content Creation (SAMPLE) 2016 ILASFAA Annual Conference 18

19 Creating a Roadmap: Content Creation (SAMPLE) 2016 ILASFAA Annual Conference 19

20 Promote Social media integration Social media icons on your website Incorporate social media icons in signature lines, business cards, e-newsletters, etc. Contests and promotions Host contests to attract new followers Interactive Use the 60/40 rule 60% of your posts should be focused on you 40% of your posts should be focused on other topics 2016 ILASFAA Annual Conference 20

21 Navigating the Path: Engagement (KEY INFLUENCERS) Identify key supporters Organize key influencers in lists Follow and interact with key influencers Remember the 60/40 rule 2016 ILASFAA Annual Conference 21

22 Navigating the Path: Engagement (KEY INFLUENCERS) 2016 ILASFAA Annual Conference 22

23 Navigating the Path: Engagement (TWITTER CHATS) Creating a Twitter Chat Select a date and topic Identify guests and format (scripted/unscripted) Promote the event Best practices: Greet all guests Retweet all questions Retweet/favorite good answers Conduct a recap using a Storify.com or other sources Get experience by participating in other chats 2016 ILASFAA Annual Conference 23

24 Navigating the Path: Engagement (TWITTER CHATS) Popular Twitter chats & hashtags #edchat #educhat #highered #insightchat #campuschat #chatcollege #collegecash #collegechat 2016 ILASFAA Annual Conference 24

25 Navigating the Path: Measurement The Importance of Measurement Sample Metrics Fan growth Impressions & Reach Sentiment Engagement Share of Voice Website Traffic What gets measured gets managed. Peter Drucker 2016 ILASFAA Annual Conference 25

26 Avoiding Road Blocks: Social Media Policy Your social media policy serves as your navigation system Who is responsible for social media? What is the review process? How is information archived? Is there a standard response time? What are your active social media sites? How will you deal with any personal information published on a platform? 2016 ILASFAA Annual Conference 26

27 Avoiding Road Hazards: Crisis Management What happens when social media goes wrong? Create communication crisis plan in partnership with your legal department, public relations team and others Have a system to temporarily stop/halt social media posts Perform annual crisis drills 2016 ILASFAA Annual Conference 27

28 Avoiding Roadblocks: Social Media #Fails Respond quickly and honestly Collaborate with legal, HR, press relations and others as defined by your policy 2016 ILASFAA Annual Conference 28

29 Your Social Media Plan Define your social media strategy Create content Promote across platforms Engage key influencers Measure results Develop a social media policy 2016 ILASFAA Annual Conference 29