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
35-54: 29% users; 25-34: 24.8% </li></li></ul><li>Examples: UW on Facebook<br />UW Schools and Departments on Facebook:<br />UW page launched: April 2008; Currently 9,913 22,208 fans<br />Evans School of Public Affairs<br />UW School of Law<br />UWAA<br />Undergraduate Research Program<br />SACNAS<br />College of Engineering<br />Some of the UW leaders on Facebook:<br /><ul><li>Mark Emmert
Harry the Husky! Hasn’t updated since 2008</li></li></ul><li>Ready for FB<br />You have the resources to monitor the page, answer fan questions, and update it frequently (ideally weekly).<br />You have content that doesn’t just duplicate content on the UW page.<br />You have Facebook friends who will become fans and help promote it.<br />you have a game plan to address any situations that may arise as a result of posts<br />
Not ready for FB<br />Your unit has “control issues”<br />You are unwilling to become part of the Facebook community yourself<br />You think it’s something students can manage<br />You think you can manage it without some student involvement <br />
Twitter?! Huh?<br />Personalized news feed<br />A place to follow thought leaders in your fields of interest<br />They have to be 140 characters or fewer<br />
Twitter? So what?<br />It grew by 1,382% year-over-year in Feb. ‘09<br />Grew from 5K tweets/day in ‘07 to 50M in ’10<br />Driver of news and referring traffic to sites<br />Starting point to build relationships<br />You don’t need to know people’s e-mail addresses to connect with them!<br />
Twitter Pros<br />Low technical skills<br />Your department/school/college can have an ongoing presence in a Twitter “follower’s” routine, i.e. they look to you for info<br />Typical Tweeters use the site at least daily, often hourly. BUT, this isn’t necessarily the pattern you have to follow.<br />Pulse on your audience’s interests and trends <br />Soundbites; easy to digest [vs. newsletters]<br />
Twitter Cons<br />Requires very regular maintenance<br />140-character limit may decrease depth of your engagements<br />As Twitter usage increases, competition for attention increases.<br />
Best Uses for Twitter<br />News & event updates<br />Emergency announcements<br />Play-by-play reporting from conferences, lectures, sporting events, etc.<br />To encourage conversation with and input from followers<br />Eyewitness accounts (e.g. Haiti, Clemmons)<br />
Examples: UW on Twitter<br />UWNews: http://twitter.com/uwnews<br />UWSportsNews: http://twitter.com/UWSportsNews <br />UWTV: http://twitter.com/UWTV<br />The Daily: http://twitter.com/thedaily<br />The Henry: http://twitter.com/henryartgallery <br />UW Career Center: http://twitter.com/uwcareercenter<br />School of Public Health: http://twitter.com/uwsph<br />Cliff Mass: http://twitter.com/cliffmass<br />
What is Linked in<br />A site for professional networking<br />Users post resumes, recommend colleagues’ job skills<br />Has more than 36 60M members<br />Organizations create groups to bring together people who want to be associated with their brand<br />
Uses for Linked in<br />For Q&A opportunities<br />Monitor the competition<br />Facilitate networking<br />Provide profile information, like statistics, demographics, key links<br />
UW on Linked in<br />University of Washington campuses<br />Foster School<br />UW Medicine <br />School of Law <br />iSchool<br />Libraries <br />Alumni Group<br />