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Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
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Leveraging Social Media to Drive Awareness and Increase Engagement with Students

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Session 28 FSA Fall Conference 2012. This session will provide financial aid administrators and college access professionals with an overview of FSA’s new social media platforms and activities. Learn …

Session 28 FSA Fall Conference 2012. This session will provide financial aid administrators and college access professionals with an overview of FSA’s new social media platforms and activities. Learn how you can use online listening to create better content; leverage FSA content for your own Facebook, Twitter, and YouTube pages; increase student engagement with your pages and learn how you can measure effectiveness of your efforts.

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    • 1. Session 28Leveraging Social Media toDrive Awareness and IncreaseEngagement with Students Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference
    • 2. What have we been up to?• Social media isn’t new anymore (But it is evolving)• Putting the customer first• With that, drumroll please… 2
    • 3. StudentAid.gov Homepage3
    • 4. Connect With Us!4
    • 5. Facebook www.facebook.com/FederalStudentAid5
    • 6. Facebook6
    • 7. Twitter www.twitter.com/FAFSA7
    • 8. YouTube www.youtube.com/FederalStudentAid8
    • 9. YouTube9
    • 10. Storify www.storify.com/FAFSA10
    • 11. StorifySource: Storify.com 11
    • 12. Visual.ly www.visual.ly/users/FederalStudentAid12
    • 13. Infographics13
    • 14. Use Listening to CreateBetter Content14
    • 15. What is Online Customer Listening? Every good conversation starts with good listening 15
    • 16. Getting Started… Identify keywords Set up your search Be prepared16
    • 17. Identify Keywords KISS Consider Misspellings17
    • 18. Set Up Your SearchSource: SocialMention.com 18
    • 19. Set Up Your Search www.boardreader.comSource: BoardReader.com 19
    • 20. Set Up Your SearchSource: alerts.google.com 20
    • 21. And As the Boy Scouts Said…21
    • 22. You Can Listen Until You’re Blue in the Face 22
    • 23. Why do it?How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Listening To Our Customers Identify Key Customer Issues 23
    • 24. Create Relevant Content We use online customer listening to: Identify FAQs Determine seasonal/timely content Get feedback on our products and services24
    • 25. Identify Key Customer IssuesSource: Twitter.com – All tweets public 25
    • 26. Increase StudentEngagement26
    • 27. Visuals Visuals Visuals!27
    • 28. Mobile28
    • 29. Host “Office Hours” onlineSource: Twitter.com – All tweets public 29
    • 30. Host “Office Hours” online30
    • 31. Impromptu “Office Hours”Source: Twitter.com – All tweets public 31
    • 32. Leverage FSA content foryou own Facebook, Twitterand YouTube Accounts32
    • 33. As My Mother Always Said… Sharing is Caring33
    • 34. Beg, Borrow & Steal (Really!)34
    • 35. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in)COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a> <script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)) {js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter- wjs");</script> 35
    • 36. Embed our YouTube Videos In Your Site 36
    • 37. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid 37
    • 38. StudentAid.gov/resources38
    • 39. Measure the Effectiveness ofyour Efforts39
    • 40. How successful are you?• The Big 6 • Potential Reach • Engagement Volume • Amplification Rate • Engagement Rate • Conversion Rate • Impact Stories40
    • 41. Impact StoriesSource: Twitter.com – All tweets public
    • 42. QUESTIONS? Keep in touch: FSANewMedia@ed.gov42
    • 43. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid43
    • 44. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com44
    • 45. Resources Social Media Measurement Potential Reach Engagement Volume (# of posts) * (# of fans) # of comments, likes & shares (# of posts) * (# of followers) # of mentions, replies, retweets & favorites (# of posts) * (# of subscribers) # of comments, shares & thumbs up45
    • 46. Resources Social Media Measurement Amplification Rate Engagement Rate # of comments, likes & shares per post Shares per post Retweets per tweet # of mentions, replies, retweets & favorites per tweet Share clicks per post # of comments, shares & thumbs up per post Conversion Rate Number of clicks on the links in your social media posts46

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