Will Patch
Manchester University
IACAC Fall Congress 2013
» REALIZE: Every situation is different
» Why do you want a presence on specific
networks?
» Each network takes time to ma...
» YouTube – >1 billion/month
» Facebook – 1.15 billion
» Twitter – 555 million
» Google+ - 343 million
» LinkedIn – 238 mi...
» Think about who you want to reach and engage
˃ What information do you want to provide?
» Different networks can be used...
» Facebook
˃ 18-24, men, women account for 2/3 of engagement though
» Twitter
˃ 18-29, affluent, urban minorities
» Pinter...
» Time
˃ Very time consuming
˃ How does it fit in your schedule?
˃ Planning, writing content, posting, interacting, modera...
» Do you have one?
» Are you complying?
» Communicate among departments to make
sure you are all on the same page
» Reach: Status > Video > Photo > Link
» Engagement: Photo > Video > Status > Link
» Use hashtags
» Interact with your aud...
» Use good quality photos, but try to keep under
3MB for covers
» High Schools
˃ News and Events
˃ Photo albums to showcase school culture
˃ Use as a staff recruitment tool – job searche...
» Higher Ed
˃ Connect with students and alumni
˃ News updates
˃ Interact with the community
˃ Ex: Virtually any college or...
» Know who uses Twitter
» Have a hashtag plan
» There are 5 types of tweets:
˃ Humorous
˃ Educational
˃ Semi-promotional
˃...
» Be aware of font colors and profile placement
» High Schools
˃ Updates, updates, updates
˃ Help promote school pride
˃ Weather delays or schedule changes
˃ Student spot...
» Higher Ed
˃ Interact with current and future students
˃ Answer questions
˃ Make use of hashtag campaigns to build intera...
» Experiment with board names
» If you repin, check the links first
» Have your goal in place
˃ Photo album
˃ Tangential i...
» High School
˃ Showcase campus events and activities to show culture and personality
˃ College prep boards help centraliz...
» Higher Ed
˃ Visually beautiful with good descriptions are the best
˃ Showcase local area and attractions
˃ Ex: Michigan,...
» Treat as Facebook for a more mature, technical,
and professional audience
˃ Lives in between LinkedIn and Facebook
» Han...
» Ex: Harvard, Brother Rice High School, (excellent
engagement) Wil Wheaton
» Blog, very visual
» Best for photos, not links
» Ex: Cal Research - ucresearch.tumblr.com
» Videos are extremely important for higher ed
» Showcase programs, profiles, or just fun
» Should be short 1.5-2 min max
...
» New kid on the
block
» Made for colleges
to target high
school students
» Not fully
implemented yet
» Use consistently across networks
˃ Resize for different requirements
» Make it clear enough to be seen in news feeds and...
» Use unique hashtags: #XYZHigh2017 for events
not #Classof2017 (see @elderhighschool)
» General tags work best for campai...
» This photo received
over 23,000
interactions in the
first 24 hours alone
» Content is king
» Be authentic.
» Stay active. More importantly, be interactive.
» A few well run networks is better tha...
» If you have an idea for a new approach, don’t be
afraid to try it on a small scale
» “Sandbox” networks first
» Keep rea...
» Track followers, reach, and engagement
» Post or page level data
» Shows stats for the site you have verified
» Shows average repins, impressions, and clicks/day
» Shows tips to improve e...
» Hootsuite – Post scheduling for multiple outlets,
paid version offers analytics and more features
» Crowdbooster – Analy...
» Follower growth
˃ How many new followers are gained in a certain timeframe
» Reach
˃ How many unique users are reached i...
» Facebook
˃ Used primarily for news updates, geared towards parents and alumni
˃ 2-3 updates per day
» Over 6 months:
˃ 3...
» Twitter
˃ Mostly for current students and high school
˃ Updates of campus activities and upcoming event promotion
˃ More...
» Pinterest
˃ Used for reaching out to new audiences
˃ Tangential information for current and prospective students
˃ Schol...
» Content updates in relation to followers
˃ 3+ times/day – 198 new/month AVG (5 - 2,076 range, N=35)
˃ 1-2 times/day – 83...
» www.marketingland.com/library/social-media-
marketing-news
» www.socialmediaexaminer.com
» www.emoderation.com/social-me...
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Best Practices for Maximizing the Impact of Social and Emerging Media
Upcoming SlideShare
Loading in...5
×

Best Practices for Maximizing the Impact of Social and Emerging Media

110

Published on

A presentation to the Indiana Association for College Admissions Counseling on the use of social media in education. It was meant as information for those beginning to take advantage of social media channels to communicate with students and families.

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
110
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Best Practices for Maximizing the Impact of Social and Emerging Media

  1. 1. Will Patch Manchester University IACAC Fall Congress 2013
  2. 2. » REALIZE: Every situation is different » Why do you want a presence on specific networks? » Each network takes time to maintain » Each network has a different identity » Don’t have a presence just to have it ˃ It should be maintained well ˃ Having a strong presence in a few places is better than being spread thin
  3. 3. » YouTube – >1 billion/month » Facebook – 1.15 billion » Twitter – 555 million » Google+ - 343 million » LinkedIn – 238 million » Instagram – 150 million » Tumblr – 108.9 million » Pinterest – 70 million » Wordpress – 66 million
  4. 4. » Think about who you want to reach and engage ˃ What information do you want to provide? » Different networks can be used for different audiences
  5. 5. » Facebook ˃ 18-24, men, women account for 2/3 of engagement though » Twitter ˃ 18-29, affluent, urban minorities » Pinterest ˃ College educated women under 50 » Google+ ˃ 24-35 men, college educated » Tumblr ˃ Under 30, most used social media among high school students
  6. 6. » Time ˃ Very time consuming ˃ How does it fit in your schedule? ˃ Planning, writing content, posting, interacting, moderating » People ˃ Will it just be you? ˃ Will students be involved? » Video/photography ˃ Where is the equipment coming from? ˃ What content? ˃ Who will take? ˃ Who will edit?
  7. 7. » Do you have one? » Are you complying? » Communicate among departments to make sure you are all on the same page
  8. 8. » Reach: Status > Video > Photo > Link » Engagement: Photo > Video > Status > Link » Use hashtags » Interact with your audience » Moderate comments » Use Insights » Post suppression still used, engagement can counter this (so does paying for ads) ˃ Pay attention to PTAT (People Talking About This)
  9. 9. » Use good quality photos, but try to keep under 3MB for covers
  10. 10. » High Schools ˃ News and Events ˃ Photo albums to showcase school culture ˃ Use as a staff recruitment tool – job searchers look at social media ˃ Make sure to use the profanity block list and moderate postings from others to keep out spam ˃ Ex: North Shore Country Day, Canterbury School, Olentangy Local Schools
  11. 11. » Higher Ed ˃ Connect with students and alumni ˃ News updates ˃ Interact with the community ˃ Ex: Virtually any college or University
  12. 12. » Know who uses Twitter » Have a hashtag plan » There are 5 types of tweets: ˃ Humorous ˃ Educational ˃ Semi-promotional ˃ Conversational ˃ Opinionated » Utilize search » Respond to mentions
  13. 13. » Be aware of font colors and profile placement
  14. 14. » High Schools ˃ Updates, updates, updates ˃ Help promote school pride ˃ Weather delays or schedule changes ˃ Student spotlights: Friends can easily share and promote the school ˃ Retweet good information about college, SAT/ACT, FAFSA, school groups ˃ Ex: @lchsbears, @elderhighschool, @canterburyfw
  15. 15. » Higher Ed ˃ Interact with current and future students ˃ Answer questions ˃ Make use of hashtag campaigns to build interactions ˃ Ex: Virtually any college or university
  16. 16. » Experiment with board names » If you repin, check the links first » Have your goal in place ˃ Photo album ˃ Tangential information ˃ “Follower fodder” » Need good photos if you’re uploading
  17. 17. » High School ˃ Showcase campus events and activities to show culture and personality ˃ College prep boards help centralize information ˃ Ex: Sewickley Academy, North Shore Country Day, Gross Catholic HS, Auburn Public Schools
  18. 18. » Higher Ed ˃ Visually beautiful with good descriptions are the best ˃ Showcase local area and attractions ˃ Ex: Michigan, Anderson, Briar Cliff, Manchester
  19. 19. » Treat as Facebook for a more mature, technical, and professional audience ˃ Lives in between LinkedIn and Facebook » Hangouts can help connect » Make the post interesting and with a large, high quality image
  20. 20. » Ex: Harvard, Brother Rice High School, (excellent engagement) Wil Wheaton
  21. 21. » Blog, very visual » Best for photos, not links » Ex: Cal Research - ucresearch.tumblr.com
  22. 22. » Videos are extremely important for higher ed » Showcase programs, profiles, or just fun » Should be short 1.5-2 min max » Ex: University of Minnesota, Iowa
  23. 23. » New kid on the block » Made for colleges to target high school students » Not fully implemented yet
  24. 24. » Use consistently across networks ˃ Resize for different requirements » Make it clear enough to be seen in news feeds and on phones » Don’t change often, or at all
  25. 25. » Use unique hashtags: #XYZHigh2017 for events not #Classof2017 (see @elderhighschool) » General tags work best for campaigns (see @mercedesbenz) » Utilize search, see what students are using » Don’t use more than 3 in a post
  26. 26. » This photo received over 23,000 interactions in the first 24 hours alone
  27. 27. » Content is king » Be authentic. » Stay active. More importantly, be interactive. » A few well run networks is better than being everywhere poorly » Talk to people, see what others are doing » Be multichannel in your approach
  28. 28. » If you have an idea for a new approach, don’t be afraid to try it on a small scale » “Sandbox” networks first » Keep reading and learning » Don’t restrict access or commenting. » Try to be unique, if it doesn’t work, you’ve learned something
  29. 29. » Track followers, reach, and engagement » Post or page level data
  30. 30. » Shows stats for the site you have verified » Shows average repins, impressions, and clicks/day » Shows tips to improve each metric
  31. 31. » Hootsuite – Post scheduling for multiple outlets, paid version offers analytics and more features » Crowdbooster – Analytics and scheduling for Facebook and Twitter » LikeAlyzer - Very intelligent analytics and tips for Facebook pages – measures on presence, dialogue, action, and information. » Tagboard – Tracks hashtags across most platforms
  32. 32. » Follower growth ˃ How many new followers are gained in a certain timeframe » Reach ˃ How many unique users are reached in a certain timeframe » Interactions ˃ How many users interact with your content in a certain timeframe » Return on Investment (ROI) ˃ Interactions/post » Natural Audience Ratio ˃ Followers/enrollment ˃ Best for comparing networks or your performance vs. competitors
  33. 33. » Facebook ˃ Used primarily for news updates, geared towards parents and alumni ˃ 2-3 updates per day » Over 6 months: ˃ 32.7% growth to 5,613 ˃ 1,524,623 reached ˃ 159,054 interactions ˃ 346 ROI ˃ 4.32 NA ratio
  34. 34. » Twitter ˃ Mostly for current students and high school ˃ Updates of campus activities and upcoming event promotion ˃ More frequent updates and interactions » Over 6 months: ˃ 39.2% growth to 1,572 ˃ 1,671,387 reached ˃ 1,756 interactions ˃ 4.1 ROI ˃ 1.21 NA ratio
  35. 35. » Pinterest ˃ Used for reaching out to new audiences ˃ Tangential information for current and prospective students ˃ Scholarship information » Over 6 months: ˃ 406.9% growth to 3,650 ˃ 7,022,701 reached ˃ 205,319 interactions ˃ 211 ROI ˃ 2.81 NA ratio
  36. 36. » Content updates in relation to followers ˃ 3+ times/day – 198 new/month AVG (5 - 2,076 range, N=35) ˃ 1-2 times/day – 83 new/month AVG (-1,130 - 1,934 range, N=80) ˃ 3-6 times/week – 46 new/month AVG (-2 - 493 range, N=93) ˃ 1-2 times/week – 34 new/month AVG (0 - 287 range, N=102) ˃ 1-4 times/month – 28 new/month AVG (-1 - 111 range, N=53) ˃ Less than 1/month – 18 new/month AVG (0 - 82 range, N=22) ˃ Never – 19 new/month AVG (-22 - 251 range, N=268)
  37. 37. » www.marketingland.com/library/social-media- marketing-news » www.socialmediaexaminer.com » www.emoderation.com/social-media-blog » thenextweb.com » socialmediatoday.com » www.scoop.it/t/emerging-online-media
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×