Social Media Workshop

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Higher Education presentation re: social media and student engagement

Higher Education presentation re: social media and student engagement

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  • Background about presenterWelcome! So glad you’re able to take a moment to have this conversation about what social media is (and isn’t), how and why other grad departments are using it, and why it’s important to consider folding it into your communications with prospective and current students as well as alumni.
  • social media overviewbest practicesnext steps
  • Last month we sent out a survey inquiring about tools you used to communicate with current and prospective students. May use a combination of email, phone, postal mail to communicate with students—integrated approachinterest in learning about social mediahow to use it
  • Survey results: 88% or 30 use email to communicate w/ current & prospective students—direct them to links,35%: phone calls
  • Survey results: Of all social media use, FB is highest.
  • http://www.facebook.com/pages/Seattle-WA/University-of-Washington/8829726273With Facebook growing another 14.9% from December to January, the site now reaches 68.5 million people each month, versus 58.5 million for MySpace.Data provided by CompeteGrowth rates: http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
  • In the same time span, MySpace dropped by 4% and Facebook grew by 228%. Data is from Nielson Onlinehttp://www.independent.co.uk/news/media/twitter-sees-astronomical-growth-investigates-ways-to-monetize-the-service-1908309.html
  • Tweet on Thursday-Friday. Most active http://techcrunch.com/2010/01/19/state-twittersphere-hubspot/
  • -it’s not a one-way street-if social media has taught us anything, it’s that people value a conversation rather than being talked at
  • Something new will come along. Be ready for that Don’t pour all your time into this changing media. Understand how to use it most efficiently and integrate it into your recruitment and communication plans.
  • Just because it reaches millions, doesn’t mean it will reach your audienceHow will you stand out?
  • Not meant to replace your current communication channels—use it to supplement. Have an integrated communication approach.
  • A tool to engage a wider audience
  • A transparent conversation with people you are building relationships withA community of people who are energized about communicating the work you do
  • Listening and responding
  • Feature video when you can
  • Feature video when you can
  • Tag people. Then their friends will see it and so on
  • Understand your audience
  • Encourage user generated content: students, faculty, other communities with which you interact
  • Teach everyone to be a communicatorTake every opportunity to tell your story—this means getting faculty/staff/student in the habit of collecting/sharing accomplishments.It is up to the Public Affairs professionals at each level to teach and enforce Air Force new media policy, by training and educating every Airman on the proper use and techniques for engaging in new media: http://www.livingstonbuzz.com/2009/03/24/every-airman-is-a-communicator/
  • Post weekly—stay current!It’s ok to keep a running list of factoids that you’d like to share with your community, but be sure to share breaking news in a timely manner.No piles on your desk.
  • Use photos! We like to find people we can identify with. As often as possible, use photos of students, faculty and staff in your departments.
  • Mind your manners. Make time to say thank you to those who join your group or post comments.
  • Use tools to help you manage your social media content.Not everything is a hammer
  • What’s next?

Transcript

  • 1. Welcome
  • 2.
    • social media overview
    • 3. best practices
    • 4. next steps
  • security concerns
    relationships
    how to use it
    what is it?
    Student interest
    best practices
    event promotion
    time suck
    info exchange
    why use it?
    adoption
  • 5. 88%
    email
    of those surveyed used
  • 6. 65%
    of those surveyed
  • 7. FacebookFactoids
    • Launched in Feb. 2004 for university students and faculty; 2007 opened to all
    • 8. 68 million active Facebook users [2008]
    • 9. Over 200 million active users [2009]
    • 10. Over 400M users [2/25/10]
    • 11. 100M active users accessing Facebook through mobile devices.
    • 12. Growing demographics 2009 v. 2010:
    • 13. Alumni: 580% growth
    • 14. 35-54: 29% users; 25-34: 24.8%
  • Examples: UW on Facebook
    UW Schools and Departments on Facebook:
    UW page launched: April 2008; Currently 9,913 22,208 fans
    Evans School of Public Affairs
    UW School of Law
    UWAA
    Undergraduate Research Program
    SACNAS
    College of Engineering
    Some of the UW leaders on Facebook:
    • Mark Emmert
    • 15. Phyllis Wise
    • 16. Jerry Baldasty
    • 17. Ana Mari Cauce
    • 18. Harry the Husky! Hasn’t updated since 2008
  • Ready for FB
    You have the resources to monitor the page, answer fan questions, and update it frequently (ideally weekly).
    You have content that doesn’t just duplicate content on the UW page.
    You have Facebook friends who will become fans and help promote it.
    you have a game plan to address any situations that may arise as a result of posts
  • 19. Not ready for FB
    Your unit has “control issues”
    You are unwilling to become part of the Facebook community yourself
    You think it’s something students can manage
    You think you can manage it without some student involvement
  • 20.
  • 21. Twitter?! Huh?
    Personalized news feed
    A place to follow thought leaders in your fields of interest
    They have to be 140 characters or fewer
  • 22. Twitter? So what?
    It grew by 1,382% year-over-year in Feb. ‘09
    Grew from 5K tweets/day in ‘07 to 50M in ’10
    Driver of news and referring traffic to sites
    Starting point to build relationships
    You don’t need to know people’s e-mail addresses to connect with them!
  • 23. Twitter Pros
    Low technical skills
    Your department/school/college can have an ongoing presence in a Twitter “follower’s” routine, i.e. they look to you for info
    Typical Tweeters use the site at least daily, often hourly. BUT, this isn’t necessarily the pattern you have to follow.
    Pulse on your audience’s interests and trends
    Soundbites; easy to digest [vs. newsletters]
  • 24. Twitter Cons
    Requires very regular maintenance
    140-character limit may decrease depth of your engagements
    As Twitter usage increases, competition for attention increases.
  • 25. Best Uses for Twitter
    News & event updates
    Emergency announcements
    Play-by-play reporting from conferences, lectures, sporting events, etc.
    To encourage conversation with and input from followers
    Eyewitness accounts (e.g. Haiti, Clemmons)
  • 26. Examples: UW on Twitter
    UWNews: http://twitter.com/uwnews
    UWSportsNews: http://twitter.com/UWSportsNews
    UWTV: http://twitter.com/UWTV
    The Daily: http://twitter.com/thedaily
    The Henry: http://twitter.com/henryartgallery
    UW Career Center: http://twitter.com/uwcareercenter
    School of Public Health: http://twitter.com/uwsph
    Cliff Mass: http://twitter.com/cliffmass
  • 27.
  • 28. What is Linked in
    A site for professional networking
    Users post resumes, recommend colleagues’ job skills
    Has more than 36 60M members
    Organizations create groups to bring together people who want to be associated with their brand
  • 29. Uses for Linked in
    For Q&A opportunities
    Monitor the competition
    Facilitate networking
    Provide profile information, like statistics, demographics, key links
  • 30. UW on Linked in
    University of Washington campuses
    Foster School
    UW Medicine
    School of Law
    iSchool
    Libraries
    Alumni Group
  • 31. Social media is not…
    One way
  • 32. The end of the road
  • 33. Your ticket to millions
  • 34. A stand alone tool
  • 35. But it is…
    www.brandingeye.com
  • 36. Conversations
  • 37. listening &
    responding
  • 38. Best Practices
    Success
    Strategies
  • 39. Video Profiles
    Feature video
  • 40. Video Profiles
    establish
    general guidelines
  • 41. Tag people
    Your Name Here
    It increases your visibility
    On your FB fan’s pages
  • 42. Know your audience
  • 43. Encourage user generated content
  • 44. Everyone is a
    communicator
  • 45. don’t let info pile up
    Be timely
  • 46. Use real people!
  • 47. Say thanks!
  • 48. Build your toolkit
  • 49. What’s
    next?
  • 50. Want to know more?
    Social Media Governance
    http://socialmediagovernance.com/policies.php
    UW Marketing Toolkit: https://www.washington.edu/externalaffairs/uwmarketing/toolkits/best-practices/
    Mashable
    http://mashable.com/social-media/
    Common Craft
    http://www.youtube.com/user/leelefever
  • 51. Social Media & Retention
    Inigral
    http://blog.inigral.com/research-on-social
    networking-in-retention/
    Virtual College Fairs.com
    http://collegerecruiting.virtualcollegefairs.com/wp/
    .EduGuru
    http://doteduguru.com/
  • 52. Works Cited
    Images
    brandingeye.com
    office.microsoft.com
    Statistics
    http://www.istrategylabs.com/2010/01/facebook
    demographics-and-statistics-report-2010-145-growth
    in-1-year/
    http://techcrunch.com/2010/01/19/state-twittersphere
    hubspot/
    https://www.washington.edu/externalaffairs/uwmarketing/bestpract
    ces/docs/Social_Networking.ppt
  • 53. UW Marketing Contact
    Elise Daniel [for Convio questions]
    Manager, UW E-Communications Marketing
    eperdan@u
  • 54. Sophia Agtarap
    sagtarap@uw.edu
    206.543.9016
    Grad.washington.edu/gomap
    GO-MAP, The Graduate School
    G-1 Communications Building
  • 55. UW Grad School
    @uwgradschool
    @uwgomap
    Facebook.com/uwgradschool
    Facebook.com/uwgomap
    Flickr.com/uwgomap