Higher Education Presidents with Social Media
Presence
Slide 1
Higher Education Presidents with Social
Media Presence
Higher Education Presidents with Social Media
Presence
Slide 2
1) Social Media Presence
2) Top Benefits of Going Social
3)...
Higher Education Presidents with Social Media
Presence
Slide 3
 Every college or university wants to expand its visibilit...
Higher Education Presidents with Social Media
Presence
Slide 4
 A voice with the weight of an institution carries tremend...
Higher Education Presidents with Social Media
Presence
Slide 5
 According to a 2012 survey cited by Stoner, “82% of
respo...
Higher Education Presidents with Social Media
Presence
Slide 6
 Balancing institutional control with transparency isn’t e...
Higher Education Presidents with Social Media
Presence
Slide 7
 A recent study by McMaster University grad student Dan
Za...
Higher Education Presidents with Social Media
Presence
Slide 8
Questions?
1.514.312.3968
info@higher-education-marketing.c...
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Presidents with Social Media Presence

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When university presidents use social media marketing, it can have a powerful impact on student recruitment.

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Transcript of "Presidents with Social Media Presence"

  1. 1. Higher Education Presidents with Social Media Presence Slide 1 Higher Education Presidents with Social Media Presence
  2. 2. Higher Education Presidents with Social Media Presence Slide 2 1) Social Media Presence 2) Top Benefits of Going Social 3) Wading Into the Social Media Waters 4) Social Media Leadership Strategies Overview Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  3. 3. Higher Education Presidents with Social Media Presence Slide 3  Every college or university wants to expand its visibility, respond to its audiences’ needs and cost-effectively promote its institutional brand.  These are just some of the reasons why 100% of schools have embraced social media marketing to some extent.  While being active with institutional accounts on major social networks has become a must, for true brand messaging maximization, who has more visibility than the college president?  Top school administrators are increasingly taking to social media to communicate with current and prospective students and the broader community, acting as thought leaders, building strategic relationships, and strengthening their institution’s reputations.  According to a comprehensive 2012-2013 UMass study of social media adoption in US colleges and universities, over half of presidents are on Facebook (58%) and Twitter (55%), while 35% host their own blog. 1. Social Media Presence Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  4. 4. Higher Education Presidents with Social Media Presence Slide 4  A voice with the weight of an institution carries tremendous power, establishing an example of responsiveness for the entire campus.  It is great both for broadcasting big news or managing campus crises, finally putting rumours to rest. “These channels allow me to reach a lot of people and give them a more personal view of my thoughts and life,” explains Paul LeBlanc, president of Southern New Hampshire University and a prominent tweeter.  Here is some of LeBlanc’s Twitter advice from an interview with higher ed consultant Michael Stoner:  You have to find your voice and identify the persona you’re constructing (don’t try to be the person you are in commencement in social media)  Be authentic and comfortable  Remember that humour goes a long way and that constantly retweeting other people’s stuff is boring  Don’t confuse the informality with being too informal: you’re still the president, these are still public artifacts. Keep that in mind! 2. The Benefits of Going Social Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  5. 5. Higher Education Presidents with Social Media Presence Slide 5  According to a 2012 survey cited by Stoner, “82% of respondents were more likely or much more likely to trust a company whose CEO and leadership team engage with social media.” Better communication equates with better leadership and this kind of transparency can powerfully shape public perception of a college or university.  University of Cincinnati (UC) President Santa J. Ono has become something of a celebrity in higher education circles, elevating the school’s visibility by tirelessly setting an example of relating to students – whether that’s helping freshmen move into dorms, crowd surfing at football games, or interacting on social media around the clock.  At last count, he has 29,500 Twitter followers (as “PrezOno”) and notes that “it’s a rapid, efficient way to communicate with a lot of people simultaneously: students, parents, alumni who are all over the globe.” 2. The Benefits of Going Social Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  6. 6. Higher Education Presidents with Social Media Presence Slide 6  Balancing institutional control with transparency isn’t easy but tweeting presidents can personalize a school like nothing else.  But like anyone else, college presidents should embrace social media to an extent that is comfortable to them. A popular combination is using Twitter plus a blog – Twitter has a wide reach to important audiences, including media, easily updated on the go, while blogs are ideal for more comprehensive messaging.  Facebook should be approached with more caution because its equivocal privacy standards, encroaching advertising agenda and more complex interactivity can mean less control if you’re not following closely.  That being said, Dominic Giroux, who became Laurentian University’s president in 2009 at the age of 34 – the youngest in Canada – has used his own Facebook page for student recruitment, and actively engages students on Twitter, LinkedIn and his bilingual blog. 3. Wading Into the Social Media Waters Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  7. 7. Higher Education Presidents with Social Media Presence Slide 7  A recent study by McMaster University grad student Dan Zaiontz, called “#FollowTheLeader”, analyzed the habits of 22 presidents who use Twitter to recruit students and connect with faculty, government, media, alumni and donors.  The study identified five Twitter user types:  The Customer Servant: Answers a wide range of questions  The Institutional Promoter: Only shares content about the school  The Socially Inconsistent President: Has social media accounts but doesn’t use them  The Oversharing Non-Strategist: Mixes personal information and institutional news but has no clear purpose  The Socially Active Strategist: Exhibits a clear strategy in blending personal information into institutionally-focused activity  The most popular presidents on social media mix witty observations, informative news scoops from daily meetings, cheerleading about sports teams or school-related accomplishments, questions for the general community, re-tweets of interesting student comments, and advice/answers to student questions. 4. Social Media Leadership Strategies Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence
  8. 8. Higher Education Presidents with Social Media Presence Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+
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