Using Social Media to Reach College Students Holly A. Foster Alcohol, Tobacco & Other Drug Education Coordinator The Gordie Center for Substance Abuse Prevention The University of Virginia
People spend an average of 55 minutes per day on Facebook
How-to-videos are fastest growing vertical market
80% of Google traffic goes to the top 5 sites
374 million people have smart phones and that number is expected to top 800 million by the end of 2012
35 hours of YouTube videos are uploaded every MINUTE
How are we using Social Norms Marketing?
Our current focus includes poster campaigns, stall seat journal and various campaigns.
Looking forward, social media is a new trend that gets information to students in a comfortable format.
Stall Seat Journal
Who are we?
How are we interacting online?
In Higher Education AOD Prevention
How we communicate
Passive to Interactive
What is social media? How are students using social media?
Social Media is:
Facebook, Twitter, YouTube, etc.
Social Media because:
As a listening tool to better understand your campus-community
As a dialogue tool to better engage your community
As a communication channel to build identity and send messages
Social Networks Facebook v. Twitter v. YouTube
Share, update, connect, comment
Simple, flexible, fast
REMEMBER: PURPOSE IS KEY!
How we use Facebook
Generate enthusiasm for new campaign products being released.
Provide information about the campaign and when events and/or give-aways will occur.
Provide information about other events and opportunities on campus.
Support school pride and cultivate affiliation.
Publically recognize our social collaborators.
Expand social norms messaging.
Gordie Center Facebook Page
Where we struggle
Current thought process
How We Use Twitter
Gordie Center Twitter Feed
Where we are
When it is useful
How we use YouTube
YouTube Videos are very common
Gordie Center/ADAPT YouTube Account
Peer Educators and Social Norms Marketing with Social Media
How can we use social media to reach students with social norms marketing information?
So what do we need to teach peer educators in terms of being able to actively use social media in a responsible and meaningful way?
Take the LEAP
LISTEN and learn
Where and how to ENGAGE
Develop your PRESENCE
LISTEN and Learn
What am I listening for?
Attitudes (beliefs and values)
Level of knowledge/misconceptions
Groups of like-minded opinions
Making a Social Media Plan
Who is our target? Where do they live online?
Where does social media fit into the overall communication plan?
Who are our key spokespersons?
What policies do we need to set?
How will we incorporate social media into other coalition activities?
Free: Tweet Deck
Low Cost: UberVu
L (learn; what worked)
Hindsights, Pitfalls, Challenges
Let them build it and they will come.
Believe in what you are doing.
Keep it organic – when working within social networks – and particularly social media – reactance and rejection of messages is high if people feel sold to. Be a knowledgeable advisor - not a salesperson
Be responsible for what you write
Social media only exists because the face-to-face world exists.
Prepare well - and then let go
Above all else – have fun!
Allen, Rebecca (2010). Social Media: Connecting with your Collaborators. HEC Webinar.
CDC 2011 National Conference on Health Communication, Marketing & Media.
Berkowitz, A.D. (2003). The Social Norms Approach: Theory, Research and Annotated Bibliography. Higher Education Center. www.higheredcenter.org .
Hara, B. (2003). Think Before You Tweet (or Blog or Update a Status). The Chronicle of Higher Education. www.chronicle.com/blogs
National Social Norms Institute at the University of Virginia. www.socialnorm.org .
Workman, Thomas. (2010). Employing Social Media for Coalition-based Prevention. HEC Webinar.