This document provides guidance on using social media for student outreach. It begins by defining social media and reviewing the current social media landscape. It then discusses understanding the target student audience, which is mostly millennials who trust user-generated content. The document recommends defining a social media strategy focused on goals and audiences before selecting key channels like Facebook, Twitter, YouTube and LinkedIn. It stresses creating and sharing useful content like blogs, videos and infographics on a regular schedule. The final sections provide tips on measuring the effectiveness of social media efforts and list additional resources.
13. Social Platform Demographics
Matter
Pew Internet, February 2013
• The percentage of internet users who are on
Twitter has doubled since November 2010,
currently standing at 16%.
• Those under 50, and especially those 18-29,
are the most likely to use Twitter.
• Urban dwellers are significantly more likely than
both suburban and rural residents to be on
Twitter
13
18. Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
Create Your Formula for Social Media Success =
19. Strategy = Approach
What’s your goal?
Understand who you want to reach
What do you want your audience to know?
Career Planning
College Planning
Financial Aid
Select Your Channels
Measure Your Effort
27. Content Marketing Process
Research
& Planning
Content
Creation
Amplification Content
Measurement
• Interviews
• Audit
• Define Strategy
• Editorial Calendar
• Buyer Personas
• Buying Cycle
• Website
• Social
• Paid Media
• Curation
• Web traffic
• Engagement
• Sales Conversion
28. Content Recipe 4-1-1
Andrew Davis, author of “Brandscaping“:
4 pieces relevant to your audience. 67 percent of
the time you are sharing content that is not
yours, and calling attention to content from your
influencer group.
One piece should be original, educational
content you created
One piece should be sales-related — like a
product notice, press release, or some other
piece
29. Content can take many forms
Blog posts
Videos
Podcasts
Slideshare presentations
Infographics
E-books
Articles
Social media posts/tweets
Content Marketing is about a
consistent message(s) shared
across multiple channels that
drives an action.
Commercial insight can be
repurposed into different
pieces to drive revenue.
36. Content Tip #5
People love lists. Why not create
Top ten major list using your Searc
For Programs?
Or create searches or unusual ma
And post those to your social chan
39. Content Tip #8
Share your students insights, the content
and the way you amplified it with traditional
media
Which of the content types has worked
best for you? (Story, Spectacle, Utility,
Community)
Insig
ht
42. • Transactional
metrics (fans, FB
impressions)
• Comment sentiment
• Organic search rank
• Twitter Reach
• Unique Daily Visits
• Comments/Post ratio
• RT
• Duration- time on site
• Retweet
• Followers @mention
• Amount of Sharing
• Content shared most
• Subscription
• Facebook- Talking
@This
• Likelihood to
Recommend
• Change in purchase
consideration
• Positive reviews
• Conversion to MQL
• Visit to website or
specific URL
• Event attendance
• Sales
• Loyalty
• Cost Savings
• Cost Avoidance
Social Media Measurement
43.
44. • Radian6
• eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/
• Blog: http://www.salesforcemarketingcloud.com/blog/
• Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/
• Public Relations Society of America (PRSA)
• Blog: Building Marketing Strategies for Higher Education
: http://buildingmarketingstrategies.wordpress.com/
• Blog: Social Media Strategies
Summit: http://socialmediastrategiessummit.com/blog/
• Social Media Today, http://socialmediatoday.com/
• Metscher’s Musing, http://metschermusings.wordpress.com/
• Social Media Playbook: http://www.slideshare.net/rmetscher/social-media-
playbook-20544843
• How to Create Your Own Social Media Playbook,
http://readwrite.com/2012/04/09/how-to-create-your-own-
social#awesm=~obTk8MFg9aUFHR
Resource
@rachelmetscher
45. • Marketplace
Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/
• Content Marketing Institute: http://contentmarketinginstitute.com/
• How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-
business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-
components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-
promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi
• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-
alan-knecht/
Resource
@rachelmetscher
46. • Marketplace
Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/
• Hobsons Blog:
• Content Marketing Institute: http://contentmarketinginstitute.com/
• How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-
business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-
components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube
http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-
promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi
• Social Media ROI: http://bootcampdigital.com/measuring-social-media-with-
alan-knecht/
Resource
@rachelmetscher
47. • Ensure Strategt Not Tactics Drives Social Media
http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-
not-tactics-drives-your-social-media
• What Do You Need to Make Social Media Successful in Higher Ed?
http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-
social-media-successful-higher-ed
• 9 Ways to Keep You Fresh, Inspired and Creative,
http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-
inspired-and-creative
• 5 Social Media Metrics That You Should Pay Attention To,
http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-
you-should-pay-attention
• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-
Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-
and-yang-perfect-union-strategic-listening-and-real-time-engagement
Resource
@rachelmetscher
48. • Brian Solis, http://www.conversationprism.com/
• HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/
• Winning the Sorytelling War by Jonah Sachs
http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU
• Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a
Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-
and-social-media-why-you-need-campfire-fishing-pole-and-good-story
• Altimeter Group, Social Business Survey,
http://www.altimetergroup.com/research/reports/evolution-social-business
• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
• 3 Reasons Why Social Media Policy Is More Important Than Strategy,
http://marketingland.com/3-reasons-why-social-media-policy-is-more-
important-than-strategy-43873
Resource
@rachelmetscher
Editor's Notes
Depending on your view of social media, it could be all three
Why is Social media hard? There are so many platforms to choose from. Many organization struggle not only to what platforms to use but also where to be.
Most relied on AND
Make the most sense for the audience AND
Expressed interest in them, Survey Monkey
Why are you doing what you are doing
Rachel
You have seen where we are now this is where we are headed
(Ground Swell 2008)
In order to create a consistent message we need all parties to participate in our strategy of POST.
Veronica
Creating the social account is only the first piece of the puzzle, now you need to share information, but what?
Your audience is voting with their clicks.
Guage interest in a topic by tracking the audience’s feedback