Using Social Media to Connect, MWACE Webinar, August 2010

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A presentation given via webinar regarding best practices and social media for career centers

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  • Feel free to ask question on the virtual chat. We’ll try to answer them both throughout, as well as at during the middle and end. Anything we don’t get to, we’ll answer and email out.
  • Before we get started, we want to get a sense of who’s on the call and what tools or platforms you’re using at work.
  • (talk about poll results)Here’s what our two offices use and how we manage them. We approach social media differently. Thought we’d discuss the different strategies and methods both our offices use.
  • Use the Posterous publishing platform to manage contentAllows email submissions from our staff and student staffAutopost / monitored postsChoose where to push the message
  • Both of our offices have been experimenting with social media for a while. After the first foray into social media, began to realize we needed to be more strategic. That process started by asking these 2 questions.
  • Here’s why our office use social media and what we’re trying to accomplish. Goal can be slightly different for each tool, but these are the overarching reasons we utilize social media in our communications efforts.
  • Hashtag campaigns - #workwednesday- #goodstuffontheweb- #depaulask - #depaulcoop
  • Changed name from MU Career Chatter to MU_CSCDiscussed the need to really brand our office, our students recognize CSC, this is our LinkedIn nameMUCSCJobs - 63 followers as of 5/12/10Maintained by all staff, professional and students Started 2nd Twitter account in May 2010- “MUCSCJobs” Wanted to differentiate between career advice/job search tips and “hot” jobs and internshipsMU_CSC - 727 followers as of 5/12/10This will maintained by Employer Relations Intern (at least 1 tweet a day)
  • Launched March 2008Continuous training on Blogging best practices Doug sets blogger schedule to encourage postingMoved from Wordpress to Posterous so Peers could send their posts via email
  • The structure and formula of the new series will ensure repeat traffic, support and elevate the awareness of the Career Roadmap, and is positioned to support the eventual launch of the restructuring of the Career Center's web pages. Video is content - we chose not to nurture community on YouTube, though we do answer questions, etc.
  • Established a few best practices How much time does SNS take?Creating the account should take you about half and hour or soThe most amount of time will be setting up your account. Decide what information you will post on your page. Much of this information is already on your website or your job/internship database so its not NEW information, just repackaged.1hr per day Three 15-20 minute checks are average for us.The first in the morning to respond to any comments from the day beforeThe second at 11am to 12pm to hit “followers” during lunchThe last around 3-4pm to respond to any immediate comments How can we build our “fans”?- Have your students staff add as members to your network and invite their peers—for viral growthAdvertising campaign can include adding information to your website, newsletters, campus flyers, and staff email signatures.Do videos need to be professional?Functional needs to be determined by your social media policies.SMS are not OFFICIAL so it is ok to host “gorilla” footage as long as your min policies are meetSome of DPU CC policies are that the camera not be shaky, the subjects be facing into the camera and the shot be in focusTransparency, ease of use and accessibility are more important than getting a crisp “professional” video posted.The professional post can be a long term goal, but short term needs can be satisfied with “gorilla” student produced/edited footage.
  • How much time does SNS take?Creating the account should take you about half and hour or soThe most amount of time will be setting up your account. Decide what information you will post on your page. Much of this information is already on your website or your job/internship database so its not NEW information, just repackaged.1hr per day Three 15-20 minute checks are average for us.The first in the morning to respond to any comments from the day beforeThe second at 11am to 12pm to hit “followers” during lunchThe last around 3-4pm to respond to any immediate comments How can we build our “fans”?- Have your students staff add as members to your network and invite their peers—for viral growthAdvertising campaign can include adding information to your website, newsletters, campus flyers, and staff email signatures.Do videos need to be professional?Functional needs to be determined by your social media policies.SMS are not OFFICIAL so it is ok to host “gorilla” footage as long as your min policies are meetSome of DPU CC policies are that the camera not be shaky, the subjects be facing into the camera and the shot be in focusTransparency, ease of use and accessibility are more important than getting a crisp “professional” video posted.The professional post can be a long term goal, but short term needs can be satisfied with “gorilla” student produced/edited footage.
  • University cross promotes each other’s sites, has conversations, shares or retweets content
  • How do we know it works?Add a tracking mechanism to track usageAdd SNS as an option in service evaluationsEvaluate your outcome compared to your effort
  • How do we know it works?Add a tracking mechanism to track usageAdd SNS as an option in service evaluationsEvaluate your outcome compared to your effort
  • Social Media Working Group - tangible outcomesWe cross promote, too
  • Select Medium(s)Survey students and alumni to find out what they are using? Find out what your staff already knows how to use (have skills in)?What is your institution using?Departments that may have SMS are: Admissions, Alumni Relations, Athletics, Library, and Residential LifeDesignate SNS AdministratorsSelect 1-5 members of our staff (student workers too) to be administrators Develop policies and procedures for your SNS strategy and be sure the group is on the same page.Delegate each administrator to create and monitor content regularlyduties for administrator can be by divided by: day, time, or SNS functionStrategic Content-Students want to hear from students; Alumni want to hear from alumni! -Each population has unique experiences and by tapping into people you can reach “connectivity!”-Content cannot be static and it cannot be just in one form-Users expect SNS to be dynamic –to have video, audio, and text components
  • Using Social Media to Connect, MWACE Webinar, August 2010

    1. 1. Strategy & Evolution:Using Social Media to Connect<br />Dial-In Number: 702-473-3463<br />Access Code: 254792#<br />Pleaseput your phone on muteand use the Public Chat <br />for any questions or comments.<br />
    2. 2. Your Hosts<br />2<br />On Public Chat:<br />
    3. 3. “Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.” <br />http://socialnomics.net/ , May 5, 2010<br />3<br />
    4. 4. Agenda<br />DePaul & Marquette: Social Media Management<br />Best Practices & Guidelines<br />Building a Strategy: Questions to Consider<br />Getting Started Checklist<br />4<br />
    5. 5. What platform(s) does your office use? Enter it in the Public Chat!<br /><ul><li>Facebook
    6. 6. Twitter
    7. 7. LinkedIn
    8. 8. Blogging Platforms (Wordpress, Blogger, etc)
    9. 9. YouTube</li></ul>5<br />
    10. 10. Marquette University<br />DePaul University<br />Primary tools:<br />Primary tools:<br />Message flow:<br />Content Contributors/Managers:<br />New Media Specialist moderates all, manages message flow<br />2 Event Interns contribute regularly, though all staff can & do submit content<br />4 Full-time staff<br />Blog: Peer Career Advisors & Peer Financial Educators<br />New Media Specialist<br />Content Contributors/Managers:<br />Marketing Intern<br />General: All counselors, grad students<br />Jobs: Employer Relations Intern, Student workers<br />All FT counselors<br /> Technology Intern<br />6<br />
    11. 11. Message Flow: Posterous (posterous.com)<br /><ul><li>Publishing platform
    12. 12. Leverage to manage content
    13. 13. Allows email submissions
    14. 14. PDF, photos, audio, links
    15. 15. Autopost / monitored posts
    16. 16. Push to FB, Twitter</li></ul>7<br />http://depaulcareerctr.posterous.com/<br />
    17. 17. Why do we use social media and video?<br />What are we trying to accomplish?<br />8<br />
    18. 18. Marquette University<br />DePaul University<br />Primary tools:<br />Primary tools:<br />Message flow:<br /><ul><li>Inform students about services
    19. 19. Demonstrate the wide variety of services
    20. 20. Advertise online system, CSO
    21. 21. Create connections between employers, students, faculty
    22. 22. Build awareness
    23. 23. Demystify our services
    24. 24. Educate students and alumni
    25. 25. Deliver services and create connections</li></ul>9<br />
    26. 26. Building Awareness:Facebook & Twitter<br /><ul><li>Promote services and events
    27. 27. Share useful info from around the web
    28. 28. Content submitted by interns & staff, moderated by Doug
    29. 29. Themes and hashtagcampaigns, #workwednesday #goodstuffontheweb</li></ul>http://twitter.com/DePaulCareerCtr1086 followers<br />facebook.com/DePaulCareerCenter<br />1281 fans (“likes”)<br />10<br />
    30. 30. A Different Approach to Twitter<br />1. MU_CSC<br /><ul><li>Launched May 2009
    31. 31. Originally called MU Career Chatter
    32. 32. Maintained by all staff, including student workers
    33. 33. 905 followers</li></ul>2. MUCSCJObs<br /><ul><li>Launched May 2010
    34. 34. “Hot” jobs and internships
    35. 35. Maintained by Employer Relations intern and student workers
    36. 36. 182 followers</li></ul>11<br />
    37. 37. Leveraging LinkedIn: DePaul University<br />Virtual Career Networking Lounge<br /><ul><li>Advise students to create accounts, encourage employers to participate
    38. 38. 4 staff content contributors
    39. 39. Hands on LinkedIn training workshop
    40. 40. Internal staff group, too</li></ul>Established September 2009<br />712 members<br />12<br />
    41. 41. Leveraging LinkedIn: Marquette University<br />Marquette University Student Job Seekers<br /><ul><li>Advise students to create accounts
    42. 42. Maintained by FT staff
    43. 43. Connect students with employers
    44. 44. Refer students to alumni group, MUAA, which has 7700+ members</li></ul>Established November 2008<br />242 members<br />13<br />
    45. 45. My Two Cents DePaul: For Students, By Students<br /><ul><li>Career development and financial literacy
    46. 46. 100% student ideas and content
    47. 47. Established best practices:
    48. 48. Share stories, not direct advice
    49. 49. Limit personal info
    50. 50. Remember: It’s public
    51. 51. RSS feed to university blog “DeBlogs”</li></ul>http://mytwocentsdepaul.com<br />Launched March 2008<br />http://mytwocentsdepaul.com<br />14<br />
    52. 52. Marquette Career Chatter: Staff blog<br /><ul><li>Use to connect with students, media and colleagues from other universities
    53. 53. Maintained by professional staff & guest bloggers
    54. 54. Discuss career topics, advice, employer spotlights, share related articles </li></ul>Launched January 2009<br />http://marquettecsc.blogspot.com/<br />15<br />
    55. 55. Creating Video Contentyoutube.com/user/DePaulCareerCenter<br /><ul><li>:60 Second Steps video series
    56. 56. Support / increase awareness of Career Roadmap
    57. 57. Drive traffic to YouTube
    58. 58. Established playlists
    59. 59. Videos pushed out via Facebook, Twitter, blog, etc</li></li></ul><li>Questions?<br />Use the Public Chat to Submit a Question<br />Topics still to come:<br /><ul><li>Best Practices:</li></ul>- Promoting <br />- Tracking/Reporting<br />- Guidelines<br /><ul><li>Building a Strategy: Questions to Consider
    60. 60. Getting Started Checklist</li></ul>17<br />
    61. 61. Best Practice - Spread the WordEmail Signatures<br />18<br />
    62. 62. 19<br />Spread the Word: Faculty Outreach<br />Marketing Professor (drcbauer)<br /><ul><li>requires students to create Twitter accounts
    63. 63. consistently re-tweets our news and adds to her class presentations</li></ul>College of Comm. Internship Coordinator (SheenaCarey)<br /><ul><li>Uses Twitter to remind Comm students about MU CSC online resources</li></li></ul><li>Spread the Word: Cross Promote<br />Redesign launched May 2010. <br />20<br />
    64. 64. Spread the Word: Cross Promote<br />Redesign launching next week! <br />21<br />
    65. 65. Spread the Word: Cross Promote<br />22<br />
    66. 66. 23<br />Spread the Word: Cross Promote<br />
    67. 67. Best Practices - Tracking<br />Monthly Reporting Structure<br />Both web & social media<br />Use Posterous & Post.ly and Google Analytics<br />24<br />
    68. 68. 25<br />Tracking<br />
    69. 69. Best Practice - Social Media Guidelineshttp://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx<br />26<br />
    70. 70. Best Practice - Community Guidelineshttp://www.depaul.edu/socialMedia/guidelines.asp<br />27<br />
    71. 71. Building a Strategy: Questions to Consider<br />Who are our stakeholders?<br />What are our goals?<br />What is the purpose?<br />What do we want to accomplish? <br />How will we measure it?<br />28<br />
    72. 72. Getting Started<br />Select your social networking medium(s)<br />Identify goal/objective for each tool selected!<br />Student and alumni preferences<br />Your staff’s ability with social media tools<br />Social media tools being used by your institution<br />Designate social networking site (SNS) administrators<br />Develop SNS policies and procedures<br />Create and monitor content regularly<br />Strategic content<br />Focus on creating user driven content<br />Incorporate multimodal content<br />29<br />
    73. 73. SampleDePaul Social Media Strategy: year 1 (2009-2010)<br />Establish<br />Social media message flow strategy<br />Social media message tracking strategies<br />Best practices for advertising our tools<br />Twitter presence<br />LinkedIn group<br />Produce<br />Video material: 60 Second Steps series<br />Grow<br />Blog presence<br />Facebook fan page, fan involvement<br />30<br />
    74. 74. After today’s webinar<br />Access the presentation slide deck and social networking checklist at: <br />slideshare.com/DePaulCareerCtr<br />31<br />
    75. 75. Questions & Thank You<br />Contact Information:<br /><ul><li>Natalie Guerrero nguerrer@depaul.edu
    76. 76. Amanda Powers Snowden apowers@depaul.edu
    77. 77. Doug Miller dmille31@depaul.edu
    78. 78. Kristin Finn kristin.finn@marquette.edu</li></ul>32<br />

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