The Potential of
Social Media for
Business Development
in Higher Education
Sue Beckingham | @suebecks
Areas to explore
• Who are your key audiences?
• Identify the most appropriate platforms (e.g.
LinkedIn, Twitter, Facebook...
Develop a strategy and set goals
Blog

Microblog

Getting started:
The Trinity of Social Media
Safko 2012

Social
Network
But first… Questions to consider
• What audiences will you aim to engage?
• What type of content will you deliver?
• How o...
Who is your Audience?
Students: prospective and current
Parents of Students
Alumni
Partners
Companies
Looking from the outside in:
What does your audience LOOK for?
What does your audience SEE?
http://www.shu.ac.uk/
http://www.shu.ac.uk/faculties/hwb/
What
messages do
you want to
share?
To be efficient and effective
use social media to:
• Improve upon (but not replace) existing
communication
• Provide real ...
Message Frequency
Daily
•

•

•

Weekly

Include news items you read
elsewhere that are relevant to your
core content and ...
CREATORS

COMMUNICATORS

CURATORS

Social Media EMPOWERS
individuals to become digital:
CRITICS

COLLABORATORS

CONVERSATI...
is an information goldmine
5.7 billion
professionally oriented
searches were carried out in
2012 on LinkedIn
11 thousand within 60 seconds
http://socialmedialondon.co.uk/how-people-using-linkedin-2013/
A strategic approach to using this
channel has yet to be developed
http://socialmedialondon.co.uk/how-people-using-linkedin-2013/
Build trusted and valued relationships
Post status updates
Share news, evaluations, reviews, industry articles, thought
le...
Develop your Follower Community

By adding the LinkedIn
Company Page button link to
all of your marketing
communications e...
Twitter
200 million active users creating
over 400 million tweets each day
819
million
mobile
MAUs

51% increase
year-over-year

1.15
billion

Monthly
active users
(MAUs)
Second quarter results Jun...
Share presentations on Slideshare
Slideshare

Receive email updates
providing analytics
Pinterest
Give Students a Digital Tour Around Campus

Indiana University: 23549 Followers
Create various Pinterest boards
Learning in Action Board
Classrooms, Lecture Theatres, Seminars
Student Union, Society Act...
Engage Students and Alumni

This Pinterest board is a collection of photos of Duke
University's campus taken by the Duke c...
See what’s resonating with followers
Engagement = interactions + clicks + followers acquired
• Keep an eye on update metri...
Time for your
own
Social Profile
Spring Clean?
The

Test

Are you digitally…

distinct

dabbling

dissed
disguised

(The Undercover Recruiter 2013)

disastrous
How do you show up on Google?
What are people actually seeing about you when they search for you online?
Digitally Disguis...
The Potential of Social Media for Business
Development in Higher Education
Sue Beckingham | @suebecks
Sheffield Hallam Uni...
The Potential of Social Media for Business Development in Higher Education
The Potential of Social Media for Business Development in Higher Education
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The Potential of Social Media for Business Development in Higher Education

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During this workshop we will consider:
Who are your key audiences?
Identify the most appropriate platforms (e.g. LinkedIn, Twitter, Facebook) to engage with your target audiences
Explore how social media can increase efficiency and effectiveness without increasing workload
Agree an overall approach to harness the excellent work that is already undertaken by individuals across the Faculty

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  • http://www.thesocialmediabible.com/ 
  • https://developer.linkedin.com/plugins/follow-company
  • https://blog.twitter.com/2013/celebrating-twitter7
  • http://www.prnewswire.com/news-releases/facebook-reports-second-quarter-2013-results-216805531.html
  • http://www.slideshare.net/suebeckingham
  • http://www.pinterest.com/indianauniv/our-beautiful-campus/
  • http://www.pinterest.com/syracuseu/orange/
  • http://www.pinterest.com/dukeuniversity/pictureduke/
  • The Potential of Social Media for Business Development in Higher Education

    1. 1. The Potential of Social Media for Business Development in Higher Education Sue Beckingham | @suebecks
    2. 2. Areas to explore • Who are your key audiences? • Identify the most appropriate platforms (e.g. LinkedIn, Twitter, Facebook) to engage with your target audiences • Explore how social media can increase efficiency and effectiveness without increasing workload • Agree an overall approach to harness the excellent work that is already undertaken by individuals across the Faculty
    3. 3. Develop a strategy and set goals
    4. 4. Blog Microblog Getting started: The Trinity of Social Media Safko 2012 Social Network
    5. 5. But first… Questions to consider • What audiences will you aim to engage? • What type of content will you deliver? • How often will you post content, and where will it come from? • Who will be responsible for posting content and engaging the community?
    6. 6. Who is your Audience?
    7. 7. Students: prospective and current Parents of Students Alumni Partners Companies
    8. 8. Looking from the outside in: What does your audience LOOK for? What does your audience SEE?
    9. 9. http://www.shu.ac.uk/
    10. 10. http://www.shu.ac.uk/faculties/hwb/
    11. 11. What messages do you want to share?
    12. 12. To be efficient and effective use social media to: • Improve upon (but not replace) existing communication • Provide real time information • Promote events to new audiences • Encourage sharing: the ripple effect • Advocate transparency and openness
    13. 13. Message Frequency Daily • • • Weekly Include news items you read elsewhere that are relevant to your core content and that will be of interest Respond to blog comments, tweets and Facebook posts. The idea of social media is to engage in a dialogue, so be sure to facilitate the conversations. • Post a new blog post • Include a short video capturing for example highlights of an event such as graduation or guest speakers • Ask students to write a how-to or instructional article • Share information via Twitter, Facebook or LinkedIn on upcoming open days, sporting events or exhibitions Participate in related forums or LinkedIn groups
    14. 14. CREATORS COMMUNICATORS CURATORS Social Media EMPOWERS individuals to become digital: CRITICS COLLABORATORS CONVERSATIONALISTS AND to continue this dialogue face to face
    15. 15. is an information goldmine
    16. 16. 5.7 billion professionally oriented searches were carried out in 2012 on LinkedIn 11 thousand within 60 seconds
    17. 17. http://socialmedialondon.co.uk/how-people-using-linkedin-2013/
    18. 18. A strategic approach to using this channel has yet to be developed
    19. 19. http://socialmedialondon.co.uk/how-people-using-linkedin-2013/
    20. 20. Build trusted and valued relationships Post status updates Share news, evaluations, reviews, industry articles, thought leadership pieces or ask followers to interact on hot topics. Posts will appear on your Company Page and in the news feed on the homepage of each of your followers. When followers like, comment and share your message spreads to their networks and builds viral distribution. Share rich, relevant content Share images, infographics, or any compelling content that you’ve developed which can help to build a relationship with your target audience. Encourage virality through sharing buttons Ask followers to like, share, and comment on your updates. This helps spread your message to their entire network. LinkedIn (2013)
    21. 21. Develop your Follower Community By adding the LinkedIn Company Page button link to all of your marketing communications e.g. your emails, newsletters, website and blogs.
    22. 22. Twitter 200 million active users creating over 400 million tweets each day
    23. 23. 819 million mobile MAUs 51% increase year-over-year 1.15 billion Monthly active users (MAUs) Second quarter results June 2013
    24. 24. Share presentations on Slideshare
    25. 25. Slideshare Receive email updates providing analytics
    26. 26. Pinterest Give Students a Digital Tour Around Campus Indiana University: 23549 Followers
    27. 27. Create various Pinterest boards Learning in Action Board Classrooms, Lecture Theatres, Seminars Student Union, Society Activities City Scene Board Cityscapes, Landscapes, Landmarks Popular restaurants (including pictures of food) Entertainment Venues, Sports Grounds Museums, Galleries
    28. 28. Engage Students and Alumni This Pinterest board is a collection of photos of Duke University's campus taken by the Duke community at large. Want to see your photos here? Submit your photos using the hashtag #pictureduke on Instagram or Twitter.
    29. 29. See what’s resonating with followers Engagement = interactions + clicks + followers acquired • Keep an eye on update metrics so you can fine-tune your messages and increase engagement. • Use follower analytics to gain a deeper understanding of your follower base, community growth, and engagement levels. • Leverage page analytics to learn about page traffic & activity. • Knowing how you compare to your competitors’ pages is a great way to determine whether you should change your strategy.
    30. 30. Time for your own Social Profile Spring Clean?
    31. 31. The Test Are you digitally… distinct dabbling dissed disguised (The Undercover Recruiter 2013) disastrous
    32. 32. How do you show up on Google? What are people actually seeing about you when they search for you online? Digitally Disguised - Nothing shows up when someone searches for you online. You essentially don’t exist! Sad, but true. Digitally Dissed - You exist on the web but not on page one. Even if you show up on page 2 or 3 of search results, you might as well be invisible as most people do not go past page 1 to find information about you. Digitally Disastrous - A lot of information does show up for your name, but it is either negative or worse yet about someone with a bad reputation or criminal record who happens to have the same name as you! Digitally Dabbling - There are some on-brand results for you and it accurately reflects who you are, but more information is needed to truly compel others to engage and do business with you. Digitally Distinct - This is where you want to be. There is a lot of relevant information about you on page one of search results and beyond. You are sending out the right message and even others are talking about you online building your visibility and credibility. http://theundercoverrecruiter.com/own-solid-online-reputation/
    33. 33. The Potential of Social Media for Business Development in Higher Education Sue Beckingham | @suebecks Sheffield Hallam University
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