Engaging Audiences with Social Media: What's true? What's best? What's next?


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Social media is a mature and mainstream communication vehicle. This session focuses on social media as an important element of your marketing and communications strategy. Your audiences experience your brand and hear from you through an ever-growing list of social media platforms. How do you take your social channels to the next level? How should your social content engage audiences and integrate with your institutional website? We'll talk about specific suggestions and review best practices through case studies from educational institutions.

This presentation was a general session at the 2013 CASE Annual Conference for Publications Professionals.

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Engaging Audiences with Social Media: What's true? What's best? What's next?

  1. 1. m Engaging Audiences with Social Media: What’s true? What’s best? What’s next? Susan T. Evans | Senior Strategist | mStoner CASE Annual Conference for Publications Professionals | October 2013
  2. 2. m Susan T. Evans susan.evans@mstoner.com @susantevans
  3. 3. m I first used social in 2006.
  4. 4. m I first used social in 2006.
  5. 5. m I first used social in 2006.
  6. 6. m I first used social in 2006.
  7. 7. m
  8. 8. m It’s not about us. It’s about the audience we want to reach. #social #truethat #casepubs
  9. 9. m Social is pervasive.
  10. 10. m Social is maturing.
  11. 11. m
  12. 12. m Facebook, Twitter, and LinkedIn
  13. 13. The mobile device is like a new lover. Social is mobile.
  14. 14. m The mobile web will be bigger than desktop Internet use by 2015.
  15. 15. m In part, we can blame #mobile. 71% of Facebook’s traffic comes from a mobile device.
  16. 16. m We live in a world where...
  17. 17. m What do we do while waiting?
  18. 18. m Standards and best practices for social content.
  19. 19. m Easy to find.
  20. 20. m Offer easy access to social channels. Place icons in the website footer (or header).
  21. 21. m
  22. 22. m
  23. 23. m
  24. 24. m
  25. 25. m Integrate with web.
  26. 26. m Overcome increased audience fragmentation. Integrate your channels.
  27. 27. m
  28. 28. m
  29. 29. Social = brand.
  30. 30. m Think about reinforcing your brand promise and brand identity.
  31. 31. m
  32. 32. m This? (Could be any of us...)
  33. 33. m Facebook Twitter This! (Can be done...)
  34. 34. Run a campaign.
  35. 35. m Use a social campaign (a focused effort to achieve goals using a variety of channels).
  36. 36. #ROARDay
  37. 37. page 32 Plan ahead.
  38. 38. m Crisis and emergencies: figure it out.
  39. 39. m Content for all.
  40. 40. m The root of it all is content.
  41. 41. m #gettysburgcollege
  42. 42. m CASE Social Media Survey 1 2 3 4
  43. 43. m Use of platforms other than Facebook, Twitter, LinkedIn and YouTube has decreased from 2012. 1
  44. 44. m About one-third of respondents have one or more people dedicated to social media. 2
  45. 45. m Social media is used by 35 percent of institutions to raise private donations. 3
  46. 46. m Top institutional goals for social media efforts are to engage alumni and strengthen brand image. 4
  47. 47. m Repeat after me: The root of it all is content. #casepubs
  48. 48. m Who’s doing what?
  49. 49. m
  50. 50. m Prospectives, Alumni, and Parents
  51. 51. m Prospectives.
  52. 52. #OberlinCollege #blogs - 5,000 unique visitors every month - 2/3 of those are new
  53. 53. m “Practically everyone on campus has been here during the existence of the blogs.” “Nearly every applicant from first year to double-degree fifth year states that part of the reason they wish to blog for Oberlin is that the Oberlin blogs helped them solidify their decision.” #oberlinblogs (a 5 year run) - Ma’ayan Plaut
  54. 54. m Said by a 1st year student... “I didn't start using Facebook until after I was accepted, really the only social media that I found from Oberlin that influenced my decision were the Oberlin blogs.” Even though they're unconventional and not a mainstay of social media, I found that they were a nice supplement, and I had friends who were excited about the social aspects of the schools they were interested in but were disappointed that they didn't have a supplement like Oberlin did that provided a first person perspective on where you were going to spend the next four years.”
  55. 55. #Etown #shareyourmoment
  56. 56. m Alumni.
  57. 57. m
  58. 58. m
  59. 59. m Parents.
  60. 60. m Admission: Posted comments or asked questions on the Facebook page of a college. Students: 15% Parents: 26% Noel-Levitz | 2011 E-Expectations Report The Online Expectations of Prospective College Students and Their Parents
  61. 61. m
  62. 62. m
  63. 63. page 57
  64. 64. page 57
  65. 65. m
  66. 66. m They hover... Parents are turning to social media to help them feel close to their kids when they’re at school.
  67. 67. m Especially on Facebook. Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012)
  68. 68. m Especially on Facebook. Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012) "I'm friends with my daughter on Facebook, I'm friends with most of her friends on Facebook, and she's friends with most of my friends on Facebook."
  69. 69. m Customer Service
  70. 70. m Customer Service and Complaints
  71. 71. m “There’s growth in the use of social media to engage current students and their parents.” 51% use social to communicate with parents of current students 45% use social to communicate with parents of prospective students 2012 CASE Social Media Survey
  72. 72. What else do you need to know?
  73. 73. m Hashtags with #tagboard
  74. 74. m Social hubs with #TINT
  75. 75. m “What do you think is most interesting about social media right now?”
  76. 76. m “I think micro-blogging is one of the most interesting, personally. I feel like a lot of people I've watched/ followed are moving towards quicker pieces of content (like on Instagram) rather than long form blogs.” “I'd say a quick second is location-based social media. I know Foursquare is old news, but I think tools like Yelp that integrate location with other stuff make it really interesting. It has less of a "creepy" factor maybe?” Kylie Larson
  77. 77. m “LinkedIn University Pages. Because they are an attempt by a third-party, unaffiliated, for-profit company to enter a space that until now has been the domain of career services / placement / alumni offices and proprietary vendors such as iModules and they are going to win, in my opinion.” Fran Zablocki
  78. 78. m “Beautiful social feeds with tools like Tint and Tagboard are really popular right now. Finally, people have figured out a way to aggregate feeds from a lot of different accounts in a really beautiful way. And, the high usage of these sites also tells us that people see the value in sharing real-time content. People see the relevancy and need to display the larger conversation.” Mallory Wood
  79. 79. m “Two things. 1) The push to make things visual— Instagram, larger photos in Facebook, Vine. And 2) The leveling out of the hype. Social media is no longer the new kid and just like TV, it didn't kill the radio. Social didn't kill websites and it didn't kill print either.” Patrick Powers
  80. 80. m
  81. 81. m Use social media as your professional development tool. Every day. #casepubs
  82. 82. m Visit the CASE blog. http://blog.case.org CASE Social Media Conference - March 2014 - Marina Del Ray
  83. 83. m Join the network for intergalactic .edu knowledge. http://eduniverse.org
  84. 84. m Read the book. http://eduniverse.org/socialworks
  85. 85. m Thank you! #questions Susan T. Evans Senior Strategist, mStoner susan.evans@mstoner.com @susantevans