SlideShare a Scribd company logo
1 of 37
Download to read offline
CASE Summit 2011


           Findings and Reflections
           2011 case/mstoner/slover linett
           social media survey

             11 July 2011




Monday, 11 July 2011                         1
Agenda
            ‣   Research overview
            ‣   Major themes
                   ‣   Success
                   ‣   Management & staffing
                   ‣   Policies & guidelines
            ‣   Implications/Lessons Learned
            ‣   Discussion



Monday, 11 July 2011                           2
Overview

             ‣   Purpose: learn how institutions are using,
                 managing and measuring social media
             ‣   Sponsors: CASE, mStoner, Slover Linett
             ‣   Methods: Link emailed to 18,000
                 representative CASE members; 951
                 responses
             ‣   Second annual study



Monday, 11 July 2011                                          3
Everyone’s on board
             ‣   Nearly all use Facebook (96%)
             ‣   About 3 in 4 use Twitter
             ‣   Two-thirds use LinkedIn or YouTube
             ‣   About 40% have blogs, use Flickr or offer a
                 social community via an outside vendor
             ‣   Only 4% weren’t using any social media




Monday, 11 July 2011                                           4
We like SM, but haven’t fully embraced it
            ‣   Most (73%) believe SM have great
                potential for achieving their goals
                   ‣   Fewer have institutional support& buy-in (45%) or
                       expertise for SM efforts (28%)

            ‣   We use SM to sustain our brands (90%)
                   ‣   But we’re also very motivated by external factors like
                       constituent demand (79%) or competition from peer
                       institutions (84%)




Monday, 11 July 2011                                                            5
What we hope to achieve
           ‣   Top goals overall
                  ‣    Engage alumni (84%)
                  ‣    Strengthen brand image (75%)

           ‣   Marketing also uses SM to
                  ‣    Engage prospective & admitted students (68% and 63%)
                  ‣    Increase awareness and rankings (61%)

           ‣   Development more likely to use SM to engage
               alumni (86%) than raise funds (38%)



Monday, 11 July 2011                                                          6
What we’re not doing with social media

             ‣   Recruiting faculty and staff
             ‣   Crisis management
             ‣   Raising private funds
             ‣   Conducting audience research
             ‣   Engaging the media




Monday, 11 July 2011                                 7
How SM use varies by geography
            US
                ‣ Engage parents, prospects, donors more
                ‣ Use YouTube more
                ‣ Have more institutional buy-in
                ‣ Have more in-house expertise

            International
                ‣ Control more of their own activities
                ‣ Use LinkedIn more
                ‣ Want to be more planful
                ‣ More influenced by others’ success stories




Monday, 11 July 2011                                           8
How SM varies by institutional size
            Large
                ‣ Use Twitter, Flickr & YouTube more
                ‣ Target government more

            Small
                ‣   Use a social network aggregator site or in-house
                    community tool (e.g. Ning) more
                ‣   Target parents, friends + supporters, alumni,
                    prospects and students more
                ‣   More centralized
                ‣   More influenced by peer SM activity




Monday, 11 July 2011                                                   9
Major Themes



Monday, 11 July 2011       10
1. Success

            How successful are our SM activities?
             ‣   Moderately successful (62%); very successful
                 (25%)
             ‣   Main success metric = number of
                 “touches” (friends, click-throughs,
                 participation)
             ‣   Facebook is most successful platform (87%
                 compared to 27% for next most successful
                 platform, Twitter)



Monday, 11 July 2011                                            11
1. Success

            Characteristics of institutions that succeed
            with SM
            ‣   Have specific goals
            ‣   More planful, less spontaneous
            ‣   Have broad institutional buy-in, support for SM
            ‣   Control SM activities (content & staff) within
                own dept.
            ‣   Have enough expertise in-house & don’t need
                to look for outside resources


Monday, 11 July 2011                                              12
1. Success

           Other success factors
            ‣   Go beyond Facebook: incorporate Twitter,
                Flickr, YouTube, blogs, Ning
            ‣   Target multiple audiences
                   ‣   Including media, employers, guidance counselors,
                       parents

            ‣   Multiple measures of success
            ‣   More likely to have policies




Monday, 11 July 2011                                                      13
1. Success

            Who tends to succeed with SM?
             ‣   Larger institutions (5K+ students)
             ‣   Marketing + Communications depts
             ‣   Those with more SM staff
             ‣   Slight skew toward central depts
             ‣   NOT driven by peer SM activities




Monday, 11 July 2011                                  14
1. Success

            Barriers to success
            ‣   Lack of staffing and expertise
                  ‣ Site development

                  ‣ Content management

                  ‣ Ongoing implementation

            ‣   Lack of institutional clarity
            ‣   Slow pace of change
            ‣   Lack of commitment; uncertainty about SM
                usefulness



Monday, 11 July 2011                                       15
2. Management & Staffing

            At most institutions, SM tends to be ...
           ‣    Controlled by the unit, including the staff &
                resources assigned to social media
           ‣    Local & dispersed throughout institution
                rather than centralized & coordinated
           ‣    Led predominantly by in-house resources
                rather than freelancers or vendors




Monday, 11 July 2011                                            16
2. Management & Staffing

            Other observations about staffing SM
            ‣    Institutions that are more successful with social
                 media have more staff devoted to it
            ‣    4-yr+ colleges more likely to have staff working
                 on SM full-time at unit level
            ‣    At schools, SM more likely led by director or
                 manager; at 4-yr+ colleges, someone junior
            ‣    At larger institutions, SM managed by staff
                 who are more junior




Monday, 11 July 2011                                                 17
2. Management & Staffing

                                    How institutions staff social media
                                    At the institutional level, one-quarter have
                                    someone working full-time, 100% dedicated to SM
                              80%     74%                                                                            30%
                                                                                                                                                                       26%
                                                                                                                                  23%
                              60%                                                                                    23%
     percent of respondents




                                                                                            percent of respondents
                                                                                                                           15%             16%
                              40%
                                                                                                                     15%
                                                                                                                                                     12%
                                                                                                                                                               9%
                              20%                      16%
                                                                                                                     8%
                                                                        10%

                              0%
                                                                                                                     0%
                                             0               1               2+
                                                                                                                             0        1         2        3        4        5+
                                    Number of staff who work FT on SM (100% of their job)
                                                                                                                           Number of staff who work PT on SM (25%+ of their job)




Monday, 11 July 2011                                                                                                                                                               18
2. Management & Staffing

                                   Department-level Staffing
                                   At the department level, 80% of departments have
                                   some part-time focus on SM

                             90%    85%                                                                              50%
                                                                                                                                     41%
                             68%                                                                                     38%
    percent of respondents




                                                                                            percent of respondents
                             45%                                                                                     25%                         23%
                                                                                                                           20%
                                                                                                                                                             17%
                             23%                                                                                     13%
                                                       11%
                                                                          4%
                             0%                                                                                      0%
                                          0                   1                 2+                                             0           1          2          3+
                                    Number of staff who work FT on SM (100% of their job)                              Number of staff who work PT on SM (25%+ of their job)




Monday, 11 July 2011                                                                                                                                                           19
2. Management & Staffing

           How Institutions organize for SM
            ‣    Distributed
            ‣    Centralized
            ‣    Coordinated




                mstnr.me/mpePqp


Monday, 11 July 2011                          20
2. Management & Staffing

           Staffing levels and reports
           ‣   Level
                  ‣    One-third are specialists/coordinators
                  ‣    One-third are associate/assistant directors/mgrs
                  ‣    One-quarter are directors/managers
           ‣   Who do they report to?
                  ‣    Majority report to a manager/director
                  ‣    30% to someone above a manager/director
                  ‣    13% to someone below a manager/director




Monday, 11 July 2011                                                      21
2. Management & Staffing

           Distributed




             mstnr.me/mpePqp


Monday, 11 July 2011                  22
2. Management & Staffing

           Centralized




             mstnr.me/mpePqp


Monday, 11 July 2011                  23
2. Management & Staffing

           Coordinated




            mstnr.me/mpePqp


Monday, 11 July 2011                  24
3. Policies & Guidelines

           Growth & use of policies & guidelines
           ‣   Adoption of policies or guidelines for
               social media growing slowly
           ‣   Most institutions don’t have guidelines or
               policies
                   ‣   If they do, branding or graphics guidelines are most
                       common
                   ‣   Some have content management guidelines but few
                       tackle privacy, ethical, or legal guidelines




Monday, 11 July 2011                                                          25
3. Policies & Guidelines

             What policies & guidelines address
                                        not at   not           quite
             policy area                              somewhat       extensively mean
                                         all     much          a bit

             branding & graphics         11%     12%    27%     33%     16%      3.3

             content management
                                         16%     20%    34%     24%      6%      2.8
             & control

             privacy                     18%     24%    32%     19%      8%      2.8

             negative postings          20%      24%     33%    18%      5%      2.7

             ethical issues             22%      27%     31%    15%      5%      2.6

             legal issues               22%      28%    29%     16%      5%      2.5




Monday, 11 July 2011                                                                    26
3. Policies & Guidelines

           Policies and guidelines
           ‣   Creating, monitoring & enforcing policy is
               responsibility of Communications (55%)
               or Marketing (36%)
           ‣   40% of institution are seriously
               considering developing policies; 29% are
               unconcerned about them




Monday, 11 July 2011                                        27
3. Policies & Guidelines

           Resources & samples
           ‣   University of Oregon: mstnr.me/UofOSM
           ‣   Ball State University: mstnr.me/n7nJV4
           ‣   Vanderbilt University: mstnr.me/ohCuiD
           ‣   DePaul University: mstnr.me/DePaulSM




Monday, 11 July 2011                                    28
Implications/
            Lessons Learned


Monday, 11 July 2011          29
Changes since 2010: Good news
            ‣   Twitter use is up
            ‣   More believe that SM has value, is here to stay
                   ‣   But more also say others in their department aren’t
                       interested in SM

            ‣   More have IT & content mgmt resources they
                need
            ‣   More have policies on legal and privacy issues,
                negative postings



Monday, 11 July 2011                                                         30
Looking ahead
             This year, we’ll see institutions:
                ‣ Creating a comprehensive SM plan (51%)
                ‣ Expand SM program to new audiences (46%)
                ‣ Add new SM tools to current programs (44%)
                ‣ Develop formal policies (37%)

             But we won’t see:
                ‣ Getting help from prof. association (15%)
                ‣ Hiring staff (14%)
                ‣ Getting help from SM consultants (9%)
                ‣ Hiring a vendor for SM evaluation (4%)




Monday, 11 July 2011                                           31
Possible tensions or conflicts
             ‣   Most plan to expand SM but few will add
                 resources
             ‣   Key barriers are lack of expertise & staffing: but
                 few will hire staff or use consultants
             ‣   Low concern about privacy, ethical issues; yet the
                 more involved you are, the more you encounter
                 them
             ‣   Want resources, don’t want to give up control
             ‣   Successful SM orgs are happy with how things are.
                 Are they complacent?




Monday, 11 July 2011                                                  32
Lessons learned: Deployment of SM
            ‣   Focus on one tool, get it right, move on.
                   ‣   “Figure out how to do one well, rather than 10 in a so-
                       so manner.”

            ‣   Keep in mind your audience needs.
                   ‣   “The content and conversation must be relevant. In
                       other words, your message will only be effective if the
                       audience cares about the subject.”
                   ‣   “...make sure they’re participating in a service before
                       you invest your time. Don’t listen to one or two
                       people—there’s always a cool new platform to
                       explore.”



Monday, 11 July 2011                                                             33
Lessons learned: Targeting of SM
            ‣   Twitter helps to engage media
                   ‣   “It has actually become more effective in some cases
                       than formal press releases.”

            ‣   Audiences are fickle.
                   ‣   “Prospective students seem to want to participate
                       after a decision is made ... i.e. admitted or deposited.”
                   ‣   “ ... the opinions, feelings, and interests of your
                       specific audience will wax and wane. What works
                       today will probably not work tomorrow. So keep an
                       eye on what people are responding to.”




Monday, 11 July 2011                                                               34
Lessons learned: Policies
            ‣   Don’t be afraid of negative comments!
                   ‣   “It’s OK to post a disclaimer that clarifies some content may
                       be deleted. This spares you from having to keep profanity-
                       laden posts or inappropriate content.”
                   ‣   “Don’t be afraid of negative comments about the institution.
                       Faithful alumni will usually chime in....”
                   ‣   We’ve had a few incidents that could have gone horribly
                       wrong when students reacted to incidents on campus and
                       became vocal on Facebook. By sticking with our guidelines we
                       managed to avoid any major fallout from the situations.”




Monday, 11 July 2011                                                                   35
Cheryl Slover-Linett
            cheryl@sloverlinett.com
            SloverLinett.com
            +1.773.348.9204

            Michael Stoner
            michael.stoner@mstoner.com
            mStoner.com
            +1.312.622.6930
            @mstonerblog




Monday, 11 July 2011                     36
FROM 2010




                  bit.ly/eqlTsV   bit.ly/c1CQvC


Monday, 11 July 2011                              37

More Related Content

Viewers also liked

Responsive Design for Digital VU Month 2011
Responsive Design for Digital VU Month 2011Responsive Design for Digital VU Month 2011
Responsive Design for Digital VU Month 2011Ryan Huber
 
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parte
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parteResponsive Design: Mobile, più che una Moda uno Tsunami – 5^ parte
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parteFormazioneTurismo
 
Responsive Design One Day
Responsive Design One DayResponsive Design One Day
Responsive Design One DayAlex Kim
 
Making the most of ict to foster teacher
Making the most of ict to foster teacherMaking the most of ict to foster teacher
Making the most of ict to foster teacherngec
 
Mapa conceptual 2003
Mapa conceptual 2003Mapa conceptual 2003
Mapa conceptual 2003Olguita Gomez
 
Mapas conceptuales com herramienta blabla
Mapas conceptuales com herramienta blablaMapas conceptuales com herramienta blabla
Mapas conceptuales com herramienta blablaKavi Dávilei
 
Social Media: Engaging Students, SUNY
Social Media: Engaging Students, SUNYSocial Media: Engaging Students, SUNY
Social Media: Engaging Students, SUNYTanya Joosten
 
Q1 2009 Earning Report of Burlington Coat Factory
Q1 2009 Earning Report of Burlington Coat FactoryQ1 2009 Earning Report of Burlington Coat Factory
Q1 2009 Earning Report of Burlington Coat Factoryearningreport earningreport
 

Viewers also liked (12)

Responsive Design for Digital VU Month 2011
Responsive Design for Digital VU Month 2011Responsive Design for Digital VU Month 2011
Responsive Design for Digital VU Month 2011
 
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parte
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parteResponsive Design: Mobile, più che una Moda uno Tsunami – 5^ parte
Responsive Design: Mobile, più che una Moda uno Tsunami – 5^ parte
 
Responsive Design One Day
Responsive Design One DayResponsive Design One Day
Responsive Design One Day
 
Making the most of LinkedIn for New Lawyers
Making the most of LinkedIn for New LawyersMaking the most of LinkedIn for New Lawyers
Making the most of LinkedIn for New Lawyers
 
Making the most of ict to foster teacher
Making the most of ict to foster teacherMaking the most of ict to foster teacher
Making the most of ict to foster teacher
 
Mapa conceptual 2003
Mapa conceptual 2003Mapa conceptual 2003
Mapa conceptual 2003
 
Q1 2009 Earning Report of CSX Corp.
Q1 2009 Earning Report of CSX Corp.Q1 2009 Earning Report of CSX Corp.
Q1 2009 Earning Report of CSX Corp.
 
Mapas conceptuales com herramienta blabla
Mapas conceptuales com herramienta blablaMapas conceptuales com herramienta blabla
Mapas conceptuales com herramienta blabla
 
Sympos2010
Sympos2010Sympos2010
Sympos2010
 
Social Media: Engaging Students, SUNY
Social Media: Engaging Students, SUNYSocial Media: Engaging Students, SUNY
Social Media: Engaging Students, SUNY
 
Cables
CablesCables
Cables
 
Q1 2009 Earning Report of Burlington Coat Factory
Q1 2009 Earning Report of Burlington Coat FactoryQ1 2009 Earning Report of Burlington Coat Factory
Q1 2009 Earning Report of Burlington Coat Factory
 

Similar to Findings & Reflections: CASE/mStoner/Slover Linett Social Media Survey 2011

Implementing new technology skills guide
Implementing new technology skills guideImplementing new technology skills guide
Implementing new technology skills guiderdlteam
 
Changing the Tires While Driving the Car: Leading in Times of Change
Changing the Tires While Driving the Car: Leading in Times of ChangeChanging the Tires While Driving the Car: Leading in Times of Change
Changing the Tires While Driving the Car: Leading in Times of ChangeLisa Colton
 
Sii2012 friedmantotalleadership030712 [compatibility mode]
Sii2012 friedmantotalleadership030712 [compatibility mode]Sii2012 friedmantotalleadership030712 [compatibility mode]
Sii2012 friedmantotalleadership030712 [compatibility mode]Mustafa Kemal
 
Implementing new technology within healthcare skills guide
Implementing new technology within healthcare skills guideImplementing new technology within healthcare skills guide
Implementing new technology within healthcare skills guideEmily Robinson
 
International Leadership Association Presentation, 10.29.10
International Leadership Association Presentation, 10.29.10International Leadership Association Presentation, 10.29.10
International Leadership Association Presentation, 10.29.10karlj
 
Four Future Trends in Leadership Development
Four Future Trends in Leadership DevelopmentFour Future Trends in Leadership Development
Four Future Trends in Leadership Developmentnickpetrie
 
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...Business Development Institute
 
Ps keynote dommel valley 1211
Ps keynote   dommel valley 1211Ps keynote   dommel valley 1211
Ps keynote dommel valley 1211dvg2011
 
Data Product Teams Ecosystems
Data Product Teams EcosystemsData Product Teams Ecosystems
Data Product Teams EcosystemsEdward Chenard
 
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...LINE_Communications
 
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...Human Capital Media
 
Social Media Starts With YOU
Social Media Starts With YOUSocial Media Starts With YOU
Social Media Starts With YOULeslie Poston
 
MISC - Becoming The Best in The World by Roshan Thiran
MISC - Becoming The Best in The World by Roshan ThiranMISC - Becoming The Best in The World by Roshan Thiran
MISC - Becoming The Best in The World by Roshan ThiranRoshan Thiran
 
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final Slides
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final SlidesFEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final Slides
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final SlidesBrian Gray
 
Moving from evaluation to learning peter york
Moving from evaluation to learning peter yorkMoving from evaluation to learning peter york
Moving from evaluation to learning peter yorkMichele Garvey
 
Reputation Management for PR and Communications professionals
Reputation Management for PR and Communications professionalsReputation Management for PR and Communications professionals
Reputation Management for PR and Communications professionalsJessica Scopacasa
 
Social Media Engagement - Irene Zalami presentation at Figaro Digital
Social Media Engagement - Irene Zalami presentation at Figaro DigitalSocial Media Engagement - Irene Zalami presentation at Figaro Digital
Social Media Engagement - Irene Zalami presentation at Figaro DigitalARC Science
 
ICFAI Organizational Behavior - Solved assignments and case study help
ICFAI Organizational Behavior - Solved assignments and case study helpICFAI Organizational Behavior - Solved assignments and case study help
ICFAI Organizational Behavior - Solved assignments and case study helpsmumbahelp
 

Similar to Findings & Reflections: CASE/mStoner/Slover Linett Social Media Survey 2011 (20)

Implementing new technology skills guide
Implementing new technology skills guideImplementing new technology skills guide
Implementing new technology skills guide
 
Changing the Tires While Driving the Car: Leading in Times of Change
Changing the Tires While Driving the Car: Leading in Times of ChangeChanging the Tires While Driving the Car: Leading in Times of Change
Changing the Tires While Driving the Car: Leading in Times of Change
 
Sii2012 friedmantotalleadership030712 [compatibility mode]
Sii2012 friedmantotalleadership030712 [compatibility mode]Sii2012 friedmantotalleadership030712 [compatibility mode]
Sii2012 friedmantotalleadership030712 [compatibility mode]
 
Implementing new technology within healthcare skills guide
Implementing new technology within healthcare skills guideImplementing new technology within healthcare skills guide
Implementing new technology within healthcare skills guide
 
International Leadership Association Presentation, 10.29.10
International Leadership Association Presentation, 10.29.10International Leadership Association Presentation, 10.29.10
International Leadership Association Presentation, 10.29.10
 
Four Future Trends in Leadership Development
Four Future Trends in Leadership DevelopmentFour Future Trends in Leadership Development
Four Future Trends in Leadership Development
 
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...
Susan Rivers BNY Mellon Wealth Management Presentation: BDI 2/9/11 Financial ...
 
Ps keynote dommel valley 1211
Ps keynote   dommel valley 1211Ps keynote   dommel valley 1211
Ps keynote dommel valley 1211
 
Data Product Teams Ecosystems
Data Product Teams EcosystemsData Product Teams Ecosystems
Data Product Teams Ecosystems
 
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...
Driving value from mobile: Getting the strategy right - Steve Barden, Laura O...
 
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...
Leading Learning in VUCA Times: How Does a Volatile Uncertain Complex Ambiguo...
 
Social Media Starts With YOU
Social Media Starts With YOUSocial Media Starts With YOU
Social Media Starts With YOU
 
MISC - Becoming The Best in The World by Roshan Thiran
MISC - Becoming The Best in The World by Roshan ThiranMISC - Becoming The Best in The World by Roshan Thiran
MISC - Becoming The Best in The World by Roshan Thiran
 
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final Slides
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final SlidesFEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final Slides
FEG AISNE Fall 2011 Fiduciary Responsibility of Committees Final Slides
 
Moving from evaluation to learning peter york
Moving from evaluation to learning peter yorkMoving from evaluation to learning peter york
Moving from evaluation to learning peter york
 
Reputation Management for PR and Communications professionals
Reputation Management for PR and Communications professionalsReputation Management for PR and Communications professionals
Reputation Management for PR and Communications professionals
 
Social Media Engagement - Irene Zalami presentation at Figaro Digital
Social Media Engagement - Irene Zalami presentation at Figaro DigitalSocial Media Engagement - Irene Zalami presentation at Figaro Digital
Social Media Engagement - Irene Zalami presentation at Figaro Digital
 
Vistage CEO Session
Vistage CEO SessionVistage CEO Session
Vistage CEO Session
 
ICFAI Organizational Behavior - Solved assignments and case study help
ICFAI Organizational Behavior - Solved assignments and case study helpICFAI Organizational Behavior - Solved assignments and case study help
ICFAI Organizational Behavior - Solved assignments and case study help
 
ROUNDTABLE 2016: LMA INNOVATION MISSION
ROUNDTABLE 2016: LMA INNOVATION MISSIONROUNDTABLE 2016: LMA INNOVATION MISSION
ROUNDTABLE 2016: LMA INNOVATION MISSION
 

More from Michael Stoner

Pay to Play-SocialMedia & Advancement 2016
Pay to Play-SocialMedia & Advancement 2016Pay to Play-SocialMedia & Advancement 2016
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
 
Refining, Prioritizing, Expanding: Social Media in Advancement 2015
Refining, Prioritizing, Expanding: Social Media in Advancement 2015Refining, Prioritizing, Expanding: Social Media in Advancement 2015
Refining, Prioritizing, Expanding: Social Media in Advancement 2015Michael Stoner
 
Mythbusting Admissions
Mythbusting AdmissionsMythbusting Admissions
Mythbusting AdmissionsMichael Stoner
 
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...Michael Stoner
 
Social media and your website
Social media and your websiteSocial media and your website
Social media and your websiteMichael Stoner
 
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...Michael Stoner
 
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...Social Media Comes of Age: Universities Get Results From Social-Powered Campa...
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...Michael Stoner
 
#SocialMedia, Advancement, and Fundraising in Education 2013
#SocialMedia, Advancement, and Fundraising in Education 2013#SocialMedia, Advancement, and Fundraising in Education 2013
#SocialMedia, Advancement, and Fundraising in Education 2013Michael Stoner
 
What I Learned About #SocialMedia Editing Social Works
What I Learned About #SocialMedia Editing Social WorksWhat I Learned About #SocialMedia Editing Social Works
What I Learned About #SocialMedia Editing Social WorksMichael Stoner
 
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...Michael Stoner
 
Beyond Facebook: Leveraging Other Key Channels in Your Social Marketing
Beyond Facebook: Leveraging Other Key Channels in Your Social MarketingBeyond Facebook: Leveraging Other Key Channels in Your Social Marketing
Beyond Facebook: Leveraging Other Key Channels in Your Social MarketingMichael Stoner
 
Social Media & Advancement 2012
Social Media & Advancement 2012Social Media & Advancement 2012
Social Media & Advancement 2012Michael Stoner
 
Presidents & Social Media
Presidents & Social MediaPresidents & Social Media
Presidents & Social MediaMichael Stoner
 
Topline Report on 2012 Social Media & Advancement Research
Topline Report on 2012 Social Media & Advancement ResearchTopline Report on 2012 Social Media & Advancement Research
Topline Report on 2012 Social Media & Advancement ResearchMichael Stoner
 
Succeeding with Social Media (CASE SMC 12)
Succeeding with Social Media (CASE SMC 12)Succeeding with Social Media (CASE SMC 12)
Succeeding with Social Media (CASE SMC 12)Michael Stoner
 
Web Strategy Lessons in Search of a CEO
Web Strategy Lessons in Search of a CEOWeb Strategy Lessons in Search of a CEO
Web Strategy Lessons in Search of a CEOMichael Stoner
 
Making the Most of Your Online Prescence
Making the Most of Your Online PrescenceMaking the Most of Your Online Prescence
Making the Most of Your Online PrescenceMichael Stoner
 
Topline Data: CASE/mStoner/Slover Linett 2011 social media survey
Topline Data: CASE/mStoner/Slover Linett 2011 social media surveyTopline Data: CASE/mStoner/Slover Linett 2011 social media survey
Topline Data: CASE/mStoner/Slover Linett 2011 social media surveyMichael Stoner
 
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...Michael Stoner
 
#socialmedia: What Lies Ahead
#socialmedia: What Lies Ahead#socialmedia: What Lies Ahead
#socialmedia: What Lies AheadMichael Stoner
 

More from Michael Stoner (20)

Pay to Play-SocialMedia & Advancement 2016
Pay to Play-SocialMedia & Advancement 2016Pay to Play-SocialMedia & Advancement 2016
Pay to Play-SocialMedia & Advancement 2016
 
Refining, Prioritizing, Expanding: Social Media in Advancement 2015
Refining, Prioritizing, Expanding: Social Media in Advancement 2015Refining, Prioritizing, Expanding: Social Media in Advancement 2015
Refining, Prioritizing, Expanding: Social Media in Advancement 2015
 
Mythbusting Admissions
Mythbusting AdmissionsMythbusting Admissions
Mythbusting Admissions
 
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...
Social Media Enters the Mainstream: Report on the Use of Social Media in Adva...
 
Social media and your website
Social media and your websiteSocial media and your website
Social media and your website
 
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...
Benchmarking Your Initiatives: Findings from 2014 Survey of Social Media in A...
 
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...Social Media Comes of Age: Universities Get Results From Social-Powered Campa...
Social Media Comes of Age: Universities Get Results From Social-Powered Campa...
 
#SocialMedia, Advancement, and Fundraising in Education 2013
#SocialMedia, Advancement, and Fundraising in Education 2013#SocialMedia, Advancement, and Fundraising in Education 2013
#SocialMedia, Advancement, and Fundraising in Education 2013
 
What I Learned About #SocialMedia Editing Social Works
What I Learned About #SocialMedia Editing Social WorksWhat I Learned About #SocialMedia Editing Social Works
What I Learned About #SocialMedia Editing Social Works
 
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...
Initial Findings of CASE-Huron-mStoner Survey of Social Media in Advancement ...
 
Beyond Facebook: Leveraging Other Key Channels in Your Social Marketing
Beyond Facebook: Leveraging Other Key Channels in Your Social MarketingBeyond Facebook: Leveraging Other Key Channels in Your Social Marketing
Beyond Facebook: Leveraging Other Key Channels in Your Social Marketing
 
Social Media & Advancement 2012
Social Media & Advancement 2012Social Media & Advancement 2012
Social Media & Advancement 2012
 
Presidents & Social Media
Presidents & Social MediaPresidents & Social Media
Presidents & Social Media
 
Topline Report on 2012 Social Media & Advancement Research
Topline Report on 2012 Social Media & Advancement ResearchTopline Report on 2012 Social Media & Advancement Research
Topline Report on 2012 Social Media & Advancement Research
 
Succeeding with Social Media (CASE SMC 12)
Succeeding with Social Media (CASE SMC 12)Succeeding with Social Media (CASE SMC 12)
Succeeding with Social Media (CASE SMC 12)
 
Web Strategy Lessons in Search of a CEO
Web Strategy Lessons in Search of a CEOWeb Strategy Lessons in Search of a CEO
Web Strategy Lessons in Search of a CEO
 
Making the Most of Your Online Prescence
Making the Most of Your Online PrescenceMaking the Most of Your Online Prescence
Making the Most of Your Online Prescence
 
Topline Data: CASE/mStoner/Slover Linett 2011 social media survey
Topline Data: CASE/mStoner/Slover Linett 2011 social media surveyTopline Data: CASE/mStoner/Slover Linett 2011 social media survey
Topline Data: CASE/mStoner/Slover Linett 2011 social media survey
 
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...
Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advanc...
 
#socialmedia: What Lies Ahead
#socialmedia: What Lies Ahead#socialmedia: What Lies Ahead
#socialmedia: What Lies Ahead
 

Recently uploaded

Research Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchResearch Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchRushdi Shams
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudDr. Bruce A. Johnson
 
Awards Presentation 2024 - March 12 2024
Awards Presentation 2024 - March 12 2024Awards Presentation 2024 - March 12 2024
Awards Presentation 2024 - March 12 2024bsellato
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxDr. Santhosh Kumar. N
 
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacyASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacySumit Tiwari
 
VIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfVIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfArthyR3
 
The basics of sentences session 8pptx.pptx
The basics of sentences session 8pptx.pptxThe basics of sentences session 8pptx.pptx
The basics of sentences session 8pptx.pptxheathfieldcps1
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudDr. Bruce A. Johnson
 
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSDLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSTeacherNicaPrintable
 
3.14.24 The Selma March and the Voting Rights Act.pptx
3.14.24 The Selma March and the Voting Rights Act.pptx3.14.24 The Selma March and the Voting Rights Act.pptx
3.14.24 The Selma March and the Voting Rights Act.pptxmary850239
 
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.docdieu18
 
Riti theory by Vamana Indian poetics.pptx
Riti theory by Vamana Indian poetics.pptxRiti theory by Vamana Indian poetics.pptx
Riti theory by Vamana Indian poetics.pptxDhatriParmar
 
Material Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptMaterial Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptBanaras Hindu University
 
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxBBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxProf. Kanchan Kumari
 
Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhatriParmar
 
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...gdgsurrey
 
2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...Sandy Millin
 
Alamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxAlamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxDhatriParmar
 
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17Celine George
 

Recently uploaded (20)

Research Methodology and Tips on Better Research
Research Methodology and Tips on Better ResearchResearch Methodology and Tips on Better Research
Research Methodology and Tips on Better Research
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced Stud
 
Awards Presentation 2024 - March 12 2024
Awards Presentation 2024 - March 12 2024Awards Presentation 2024 - March 12 2024
Awards Presentation 2024 - March 12 2024
 
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptxMetabolism , Metabolic Fate& disorders of cholesterol.pptx
Metabolism , Metabolic Fate& disorders of cholesterol.pptx
 
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in PharmacyASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
ASTRINGENTS.pdf Pharmacognosy chapter 5 diploma in Pharmacy
 
VIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdfVIT336 – Recommender System - Unit 3.pdf
VIT336 – Recommender System - Unit 3.pdf
 
The basics of sentences session 8pptx.pptx
The basics of sentences session 8pptx.pptxThe basics of sentences session 8pptx.pptx
The basics of sentences session 8pptx.pptx
 
LEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced StudLEAD6001 - Introduction to Advanced Stud
LEAD6001 - Introduction to Advanced Stud
 
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYSDLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
DLL Catch Up Friday March 22.docx CATCH UP FRIDAYS
 
3.14.24 The Selma March and the Voting Rights Act.pptx
3.14.24 The Selma March and the Voting Rights Act.pptx3.14.24 The Selma March and the Voting Rights Act.pptx
3.14.24 The Selma March and the Voting Rights Act.pptx
 
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc
30-de-thi-vao-lop-10-mon-tieng-anh-co-dap-an.doc
 
Riti theory by Vamana Indian poetics.pptx
Riti theory by Vamana Indian poetics.pptxRiti theory by Vamana Indian poetics.pptx
Riti theory by Vamana Indian poetics.pptx
 
Material Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.pptMaterial Remains as Source of Ancient Indian History & Culture.ppt
Material Remains as Source of Ancient Indian History & Culture.ppt
 
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptxBBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
BBA 205 BUSINESS ENVIRONMENT UNIT I.pptx
 
Dhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian PoeticsDhavni Theory by Anandvardhana Indian Poetics
Dhavni Theory by Anandvardhana Indian Poetics
 
t-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodologyt-test Parametric test Biostatics and Research Methodology
t-test Parametric test Biostatics and Research Methodology
 
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
Certification Study Group - Professional ML Engineer Session 3 (Machine Learn...
 
2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...2024.03.16 How to write better quality materials for your learners ELTABB San...
2024.03.16 How to write better quality materials for your learners ELTABB San...
 
Alamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptxAlamkara theory by Bhamaha Indian Poetics (1).pptx
Alamkara theory by Bhamaha Indian Poetics (1).pptx
 
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
How to Customise Quotation's Appearance Using PDF Quote Builder in Odoo 17
 

Findings & Reflections: CASE/mStoner/Slover Linett Social Media Survey 2011

  • 1. CASE Summit 2011 Findings and Reflections 2011 case/mstoner/slover linett social media survey 11 July 2011 Monday, 11 July 2011 1
  • 2. Agenda ‣ Research overview ‣ Major themes ‣ Success ‣ Management & staffing ‣ Policies & guidelines ‣ Implications/Lessons Learned ‣ Discussion Monday, 11 July 2011 2
  • 3. Overview ‣ Purpose: learn how institutions are using, managing and measuring social media ‣ Sponsors: CASE, mStoner, Slover Linett ‣ Methods: Link emailed to 18,000 representative CASE members; 951 responses ‣ Second annual study Monday, 11 July 2011 3
  • 4. Everyone’s on board ‣ Nearly all use Facebook (96%) ‣ About 3 in 4 use Twitter ‣ Two-thirds use LinkedIn or YouTube ‣ About 40% have blogs, use Flickr or offer a social community via an outside vendor ‣ Only 4% weren’t using any social media Monday, 11 July 2011 4
  • 5. We like SM, but haven’t fully embraced it ‣ Most (73%) believe SM have great potential for achieving their goals ‣ Fewer have institutional support& buy-in (45%) or expertise for SM efforts (28%) ‣ We use SM to sustain our brands (90%) ‣ But we’re also very motivated by external factors like constituent demand (79%) or competition from peer institutions (84%) Monday, 11 July 2011 5
  • 6. What we hope to achieve ‣ Top goals overall ‣ Engage alumni (84%) ‣ Strengthen brand image (75%) ‣ Marketing also uses SM to ‣ Engage prospective & admitted students (68% and 63%) ‣ Increase awareness and rankings (61%) ‣ Development more likely to use SM to engage alumni (86%) than raise funds (38%) Monday, 11 July 2011 6
  • 7. What we’re not doing with social media ‣ Recruiting faculty and staff ‣ Crisis management ‣ Raising private funds ‣ Conducting audience research ‣ Engaging the media Monday, 11 July 2011 7
  • 8. How SM use varies by geography US ‣ Engage parents, prospects, donors more ‣ Use YouTube more ‣ Have more institutional buy-in ‣ Have more in-house expertise International ‣ Control more of their own activities ‣ Use LinkedIn more ‣ Want to be more planful ‣ More influenced by others’ success stories Monday, 11 July 2011 8
  • 9. How SM varies by institutional size Large ‣ Use Twitter, Flickr & YouTube more ‣ Target government more Small ‣ Use a social network aggregator site or in-house community tool (e.g. Ning) more ‣ Target parents, friends + supporters, alumni, prospects and students more ‣ More centralized ‣ More influenced by peer SM activity Monday, 11 July 2011 9
  • 10. Major Themes Monday, 11 July 2011 10
  • 11. 1. Success How successful are our SM activities? ‣ Moderately successful (62%); very successful (25%) ‣ Main success metric = number of “touches” (friends, click-throughs, participation) ‣ Facebook is most successful platform (87% compared to 27% for next most successful platform, Twitter) Monday, 11 July 2011 11
  • 12. 1. Success Characteristics of institutions that succeed with SM ‣ Have specific goals ‣ More planful, less spontaneous ‣ Have broad institutional buy-in, support for SM ‣ Control SM activities (content & staff) within own dept. ‣ Have enough expertise in-house & don’t need to look for outside resources Monday, 11 July 2011 12
  • 13. 1. Success Other success factors ‣ Go beyond Facebook: incorporate Twitter, Flickr, YouTube, blogs, Ning ‣ Target multiple audiences ‣ Including media, employers, guidance counselors, parents ‣ Multiple measures of success ‣ More likely to have policies Monday, 11 July 2011 13
  • 14. 1. Success Who tends to succeed with SM? ‣ Larger institutions (5K+ students) ‣ Marketing + Communications depts ‣ Those with more SM staff ‣ Slight skew toward central depts ‣ NOT driven by peer SM activities Monday, 11 July 2011 14
  • 15. 1. Success Barriers to success ‣ Lack of staffing and expertise ‣ Site development ‣ Content management ‣ Ongoing implementation ‣ Lack of institutional clarity ‣ Slow pace of change ‣ Lack of commitment; uncertainty about SM usefulness Monday, 11 July 2011 15
  • 16. 2. Management & Staffing At most institutions, SM tends to be ... ‣ Controlled by the unit, including the staff & resources assigned to social media ‣ Local & dispersed throughout institution rather than centralized & coordinated ‣ Led predominantly by in-house resources rather than freelancers or vendors Monday, 11 July 2011 16
  • 17. 2. Management & Staffing Other observations about staffing SM ‣ Institutions that are more successful with social media have more staff devoted to it ‣ 4-yr+ colleges more likely to have staff working on SM full-time at unit level ‣ At schools, SM more likely led by director or manager; at 4-yr+ colleges, someone junior ‣ At larger institutions, SM managed by staff who are more junior Monday, 11 July 2011 17
  • 18. 2. Management & Staffing How institutions staff social media At the institutional level, one-quarter have someone working full-time, 100% dedicated to SM 80% 74% 30% 26% 23% 60% 23% percent of respondents percent of respondents 15% 16% 40% 15% 12% 9% 20% 16% 8% 10% 0% 0% 0 1 2+ 0 1 2 3 4 5+ Number of staff who work FT on SM (100% of their job) Number of staff who work PT on SM (25%+ of their job) Monday, 11 July 2011 18
  • 19. 2. Management & Staffing Department-level Staffing At the department level, 80% of departments have some part-time focus on SM 90% 85% 50% 41% 68% 38% percent of respondents percent of respondents 45% 25% 23% 20% 17% 23% 13% 11% 4% 0% 0% 0 1 2+ 0 1 2 3+ Number of staff who work FT on SM (100% of their job) Number of staff who work PT on SM (25%+ of their job) Monday, 11 July 2011 19
  • 20. 2. Management & Staffing How Institutions organize for SM ‣ Distributed ‣ Centralized ‣ Coordinated mstnr.me/mpePqp Monday, 11 July 2011 20
  • 21. 2. Management & Staffing Staffing levels and reports ‣ Level ‣ One-third are specialists/coordinators ‣ One-third are associate/assistant directors/mgrs ‣ One-quarter are directors/managers ‣ Who do they report to? ‣ Majority report to a manager/director ‣ 30% to someone above a manager/director ‣ 13% to someone below a manager/director Monday, 11 July 2011 21
  • 22. 2. Management & Staffing Distributed mstnr.me/mpePqp Monday, 11 July 2011 22
  • 23. 2. Management & Staffing Centralized mstnr.me/mpePqp Monday, 11 July 2011 23
  • 24. 2. Management & Staffing Coordinated mstnr.me/mpePqp Monday, 11 July 2011 24
  • 25. 3. Policies & Guidelines Growth & use of policies & guidelines ‣ Adoption of policies or guidelines for social media growing slowly ‣ Most institutions don’t have guidelines or policies ‣ If they do, branding or graphics guidelines are most common ‣ Some have content management guidelines but few tackle privacy, ethical, or legal guidelines Monday, 11 July 2011 25
  • 26. 3. Policies & Guidelines What policies & guidelines address not at not quite policy area somewhat extensively mean all much a bit branding & graphics 11% 12% 27% 33% 16% 3.3 content management 16% 20% 34% 24% 6% 2.8 & control privacy 18% 24% 32% 19% 8% 2.8 negative postings 20% 24% 33% 18% 5% 2.7 ethical issues 22% 27% 31% 15% 5% 2.6 legal issues 22% 28% 29% 16% 5% 2.5 Monday, 11 July 2011 26
  • 27. 3. Policies & Guidelines Policies and guidelines ‣ Creating, monitoring & enforcing policy is responsibility of Communications (55%) or Marketing (36%) ‣ 40% of institution are seriously considering developing policies; 29% are unconcerned about them Monday, 11 July 2011 27
  • 28. 3. Policies & Guidelines Resources & samples ‣ University of Oregon: mstnr.me/UofOSM ‣ Ball State University: mstnr.me/n7nJV4 ‣ Vanderbilt University: mstnr.me/ohCuiD ‣ DePaul University: mstnr.me/DePaulSM Monday, 11 July 2011 28
  • 29. Implications/ Lessons Learned Monday, 11 July 2011 29
  • 30. Changes since 2010: Good news ‣ Twitter use is up ‣ More believe that SM has value, is here to stay ‣ But more also say others in their department aren’t interested in SM ‣ More have IT & content mgmt resources they need ‣ More have policies on legal and privacy issues, negative postings Monday, 11 July 2011 30
  • 31. Looking ahead This year, we’ll see institutions: ‣ Creating a comprehensive SM plan (51%) ‣ Expand SM program to new audiences (46%) ‣ Add new SM tools to current programs (44%) ‣ Develop formal policies (37%) But we won’t see: ‣ Getting help from prof. association (15%) ‣ Hiring staff (14%) ‣ Getting help from SM consultants (9%) ‣ Hiring a vendor for SM evaluation (4%) Monday, 11 July 2011 31
  • 32. Possible tensions or conflicts ‣ Most plan to expand SM but few will add resources ‣ Key barriers are lack of expertise & staffing: but few will hire staff or use consultants ‣ Low concern about privacy, ethical issues; yet the more involved you are, the more you encounter them ‣ Want resources, don’t want to give up control ‣ Successful SM orgs are happy with how things are. Are they complacent? Monday, 11 July 2011 32
  • 33. Lessons learned: Deployment of SM ‣ Focus on one tool, get it right, move on. ‣ “Figure out how to do one well, rather than 10 in a so- so manner.” ‣ Keep in mind your audience needs. ‣ “The content and conversation must be relevant. In other words, your message will only be effective if the audience cares about the subject.” ‣ “...make sure they’re participating in a service before you invest your time. Don’t listen to one or two people—there’s always a cool new platform to explore.” Monday, 11 July 2011 33
  • 34. Lessons learned: Targeting of SM ‣ Twitter helps to engage media ‣ “It has actually become more effective in some cases than formal press releases.” ‣ Audiences are fickle. ‣ “Prospective students seem to want to participate after a decision is made ... i.e. admitted or deposited.” ‣ “ ... the opinions, feelings, and interests of your specific audience will wax and wane. What works today will probably not work tomorrow. So keep an eye on what people are responding to.” Monday, 11 July 2011 34
  • 35. Lessons learned: Policies ‣ Don’t be afraid of negative comments! ‣ “It’s OK to post a disclaimer that clarifies some content may be deleted. This spares you from having to keep profanity- laden posts or inappropriate content.” ‣ “Don’t be afraid of negative comments about the institution. Faithful alumni will usually chime in....” ‣ We’ve had a few incidents that could have gone horribly wrong when students reacted to incidents on campus and became vocal on Facebook. By sticking with our guidelines we managed to avoid any major fallout from the situations.” Monday, 11 July 2011 35
  • 36. Cheryl Slover-Linett cheryl@sloverlinett.com SloverLinett.com +1.773.348.9204 Michael Stoner michael.stoner@mstoner.com mStoner.com +1.312.622.6930 @mstonerblog Monday, 11 July 2011 36
  • 37. FROM 2010 bit.ly/eqlTsV bit.ly/c1CQvC Monday, 11 July 2011 37