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Social media and universities : strategies, audiences and impact

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Social media and universities : strategies, audiences and impact …

Social media and universities : strategies, audiences and impact
The exemple of the University of Poitiers

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  • 1. SOCIAL MEDIAAND UNIVERSITIESStrategies, audiences and impact Charlotte Mader – EUPRIO – 12/07/2012
  • 2. SOCIAL MEDIA AND UNIVERSITIESSocial media and universities : strategies, audiences and impact- Presentation of the University of Poitiers- Social media customs- Specificities- Editorial lines- Strategies- The role of community manager- Impact SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 2
  • 3. UNIVERSITEDE POITIERSPRESENTATION SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 3
  • 4. SOCIAL MEDIA AND UNIVERSITIESTrainings- 7 faculties, 1 Engineering school, 6 institutes- 24,000 students including 4,200 international students- Top student city in France- Distinct regional atmosphere : Angoulême, Châtellerault, Niort, Royan, SegonzacResearch- 6 research poles, 45 laboratories and research structures- 2,500 research staff including 1,000 doctoral students SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 4
  • 5. SOCIAL MEDIA AND UNIVERSITIESCommunication- 7 Staff in Communication Department- Communication network for research : 50 representatives- Institutional communication network : 60 représentatives  Monthly meetingsSocial Media- Facebook, Twitter, Pinterest, Youtube (Vimeo), Google +, Foursquare, Netvibes- Coming soon : LinkedIn, Viadeo- Related networks : student affairs and services (libraries, culture, sports…), departments, trainings/diplomas, events… SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 5
  • 6. SOCIAL MEDIACUSTOMS SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 6
  • 7. SOCIAL MEDIA AND UNIVERSITIESSocial media’s importance- Reputation and e-reputation- Internal and external information dissemination- Enhance and develop community participation- Service hotlineHow to manage social networks ?- Identify the right network, appropriate to user needs- Determine the objectives and the editorial pace- Identify accomplished community facilitators- Establish an editorial line SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 7
  • 8. SOCIAL MEDIASPECIFICITIES SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 8
  • 9. SOCIAL MEDIA AND UNIVERSITIESIdentify the user- Facebook : The most important network/community, rather passive, (students, staff, partners)- Twitter : The most active community, more specialised, professionalized, (graduate students, connected staff, journalists)Adapted contents- Specific vocabulary and contents- Establish an editorial line SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 9
  • 10. SOCIAL MEDIAEDITORIAL LINES SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 10
  • 11. SOCIAL MEDIA AND UNIVERSITIESUser charter- Specific network charter- Internal charter : digital usage  Independent or Included in the website charter- Minimal legal and institutional framework- Respect and enhancement of the university (ethics and confidentiality issues)Specific editorial lines- Unique for each network- Centred on contents (magazine)- Prevent publication of inappropriate content SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 11
  • 12. SOCIAL MEDIA AND UNIVERSITIESFacebook example- Forward content. - From official websites and associated websites - From other websites (partners, newspapers…) - From other networks (associated Facebook pages), sharing- Original content creation : scoops- Regular features (3 times a week)- Facilitators framework - Specific characteristics of the network (publication delay, impact) - mistakes to avoid - topics not mentioned SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 12
  • 13. SOCIAL MEDIASTRATEGIES SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 13
  • 14. SOCIAL MEDIA AND UNIVERSITIESOverall strategy- Social media strategy based on overall « transmedia » strategy- Enhancement of the university by the community (staff, researchers, students)- New identity, new logo, new website- Develop the sense of belonging- Return to ancestral knowledge: to produce and disseminate knowledge- Cogito* concept : research and expertise in society SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 14
  • 15. SOCIAL MEDIACOMMUNITY MANAGER SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 15
  • 16. SOCIAL MEDIA AND UNIVERSITIESThe role of Community manager- Spokesperson - From management - From users- Increases visibility on the Internet- Attracts and develops the (web) community- Identifies/trains community facilitators- Alerts and analyzes track reputation, new tools SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 16
  • 17. SOCIAL MEDIA AND UNIVERSITIESManagement relationship- University Brands first ambassador on the Internet- Community manager time ≠ admin time- Relationship of trust- Clear Policy and strategy- Legitimacy: community manager positionCrisis situation- Anticipation : importance of charter and editorial line- Treatment and response- Reactivity SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 17
  • 18. SOCIAL MEDIAIMPACT SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 18
  • 19. SOCIAL MEDIA AND UNIVERSITIESContent enhancement- External : - Better visibility, sharp increase in the number of visits to the institution’s sites - Increasing partnerships- Internal : - Better visibility of the other communication supports - Direct contact with studentsInvolvement of the community- Develop pride and sense of belonging SOCIAL MEDIA AND UNIVERSITIES / EUPRIO 12/07/2012 / 19
  • 20. SOCIAL MEDIAAND UNIVERSITIESStrategies, audience and impact THANK YOU FOR YOUR ATTENTION Charlotte Mader Charlotte.mader@univ-poitiers.fr

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