Social Media Presentation for Simmons School of Management Career Center
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Social Media Presentation for Simmons School of Management Career Center
- 5. Objective
- 6. Project Overview • Acquire a “Client” • Intake Session with Client • Research: Primary/Secondary • Editorial Calendar • Audits of Social Media Channels: Before/After • Implementation of New Social Strategy • Training for Staff • Recommendations for Continuation of Strategy • Infographic of Industry Best Practices
- 7. Agenda • Intro of Career Services Office (CSO) • The Problem/Situation • The Solution • Best Practices for Career Services Office in Higher Education
- 10. CSO Events
- 12. Student/Alumni Career Services Office (CSO) Major Disconnect!
- 16. Grades for Current Social Media B- C+ B+ F
- 19. Content is King!
- 21. Measurement of Key Metrics
- 22. Facebook Analytics After Strategy Key Metrics Before After Difference # of followers 57 71 +80% Engagement Rate % 8-11% per post 15-19% per post +3-8% per post Post Clicks 1-5 clicks 1-80 clicks +6.25% clicks # of updates ~ 3 updates per month ~ 9 updates per month +33% updates per month Grade: A-
- 23. Twitter Analytics After Strategy Key Metrics Before After Difference # of followers 327 611 +53% Engagement Rate % 14.1% per post 16.3% per post +2.2% per post Clicks 4 clicks 4 – 8 clicks +50% clicks # of @mentions 0 @mentions in the last month 9 @mentions in the last month +100% @mentions in the last month Grade: B
- 24. CSO LinkedIn Page Progress with Strategy Grade: B-
- 25. BEST PRACTICES IN SOCIAL MEDIA IN CAREER SERVICES/HIGHER EDUCATION
- 27. Final Thought
Editor's Notes
- Story of preparing for an interview.
- Get into the interview, and go through questions. Then I get slammed with the question: “What is your experience with social media?”
- And because I have no relevant experience – my resume and application is rejected.
- Just like Marty McFly in Back to the Future who figured out his way back to the future was when a lightning storm would be happening and lightning struck the clock tower was his chance to get back – I experienced my own “ah-ha” moment. I realized that the only way I could speak to having this experience in interviews was to the gain experience and proof of my ability to use social media in a strategic manner. By coming to this conclusion, I was able to formulate my objective and plan for my ALP project.
- My objective with my ALP project was get hands-on experience in using social media as a strategic communications tool. By taking on this effort, I was able to not only demonstrate my ability to develop a detailed social media strategy/plan but prove that my strategy and best practices delivered results.
- To give you a sense of what my project entailed – here is a project overview that highlights the different key elements that helped formulate the strategy as well as drive its success of the client’s goals for its social media. The “client” that I help develop a new social media strategy for was Career Services Office (also known as the CSO) at the Simmons School of Management. But for tonight, I will focus on a few key areas of my project. (Next slide)
- For tonight’s agenda, I will first introduce the Career Services Office at the SOM, and provide some detail around the services and events they do for the students/alumni of SOM. I will then introduce the problem/situation that CSO was faced with when it came to their social media efforts. Then, I cover how I helped the CSO solve for their problem with the development of their new social media strategy. Later in tonight’s presentation, I will reveal the results from the first month of implementation of the CSO’s new strategy. I will then end my presentation with some best practices I have developed for career services offices in higher education based on work with the CSO’s strategy and research I had conducted for this project. (Next slide)
- We will first start with a brief introduction about the CSO and what they currently do as an office of the SOM.
- The CSO offers an array of different services for current students and alumni of the SOM. Some of their services include resume and cover letter writing services, career mapping for students looking to make a change in their careers as well as helping students network and connect with other SOM alumni.
- Aside from their services, the CSO also plans different events throughout the school year. The CSO has hosted panel discussion events like one recently where they brought together women who currently work in consumer product goods/retail industry. The office also hosts a Fall career expo every year where students can mingle and network with recruiters/hiring managers at companies and organizations like Blue Cross Blue Shield and Harvard Business School. As you can see, the CSO provides many career services and events to its current students and alumni.
- But there is a problem. You may be thinking – how could there be a problem? ! As you had just seen in the last few slides, the CSO clearly provides a lot of great career services to its students and alumni. They host many events throughout the year that are well attended and provide great opportunities for networking with people in different career fields. So, what is the problem?
- The problem is that the CSO has had a difficult time engaging with current students and alumni through their three current social media channels (Facebook, Twitter and Pinterest). There is a major disconnect between the two groups. In order to solve for this, the CSO needs a solution or remedy that will foster engagement with their audiences and increase awareness around the office’s services and events leveraging their social media tools. Sounds like a reasonable thing to accomplish, right?
- One method that is done by many businesses and organizations to solve for this problem is to hire a social media manager. Unfortunately, the CSO’s cannot hire a social media manager at this time.
- Another challenge for the CSO is the lack of time the staff has to devote to their social media. Because of current students graduating this spring semester, many of these same students flood into the office throughout the day looking for help to spruce up their resumes and covers as they embark on their search for their dream job. This leaves no time for the CSO to devote to the maintenance needed to run an engaging social media strategy with their audiences.
- With the increase in student traffic to the CSO office and lack of time for other office tasks, this has caused stress for all the staff of the CSO. For them to try and build a new social media strategy, implement and measure it with no strategic knowledge of leveraging social media – it will only worsen the headache they currently have. They need a turn-key solution that would allow them to add the task of maintaining their social media on a daily basis seamlessly into their current to-do list without placing any further stress. This is where my expertise in social media comes in. Before I could develop a new social media strategy for CSO – I needed understand where their current social media was from an engagement and awareness perspective.
- In order to do this, I needed to evaluate each social media channel the CSO had, and/or did not have. Each channel received a grade depending how their key metrics looked that tied into engagement and awareness. For their Facebook page, the CSO received a B-. The CSO’s Facebook page is a platform where the staff shares articles around career advice, and pictures from their events throughout the year. One of the reasons why I marked it a B- was their awareness/# of followers was very low at only 57 followers. Most Facebook pages that have been in existence for more than a few years have at least 100 followers or more, on average. Moving along – for the CSO’s Twitter handle – I gave it a C+. The reason why this was marked with a lower grade than Facebook was because of their lack of engaging content. Most of their twitter post were sharing generic/automated posts from their Pinterest page. These posts received very few clicks and were never shared by any of Twitter members. For Pinterest, I graded it a B+. The reason for the high grade among the other two channels was that the CSO’s board was awarded as #1 MBA Pinterest board back in 2010. In looking at their metrics, the B grading is for the lack of engagement with other board members. Many are not pinning or favoring the material posted to their board. Last but not the least is LinkedIn. I gave the CSO a F for this as they do not have a LinkedIn page. In my research of career services social media best practices and tips, it was made clear that LinkedIn is a must have social media tool of any career services office because it is the only social media channel that specifically caters to networking professional online. Now that we have all the data – how do we move to a solution?
- By mixing together the information gathered from my research, audit of the CSO’s current social media channels in cauldron – I was able to come up with a potion just like the Hocus Pocus witch that would provide a remedy to the CSO’s social media dilemma. Not one that sucked the youth out of someone but one that would help them reach their goals.
- The campaign strategy of the CSO looks to not only increase engagement among its target audiences but also establish a time management system that would allow the staff to easily fit in actively posting content to each of the social media channels on a daily basis. The strategy would also continue to leverage the CSO’s three current social media channels (Facebook, Twitter, Pinterest) to foster engagement with their target audiences. The last part of the campaign strategy for the CSO is to create a LinkedIn page as another vehicle of communication that can be used to drive engagement and awareness. LinkedIn also aligns with the CSO’s office services/mission around providing information and advice around careers and networking. With regards to sharing information, it was also important for the CSO to develop strategy around building content that was engaging.
- Content is the driving force behind this strategy. In order for the CSO to increase engagement and awareness – they needed to focus on delivering content that their audiences would be stop and share while scrolling through their news feeds. To create share-worthy content and make it manageable for the CSO staff, I established a monthly editorial calendar that had monthly themes attached to them. The monthly themed helped drive ideas around what content to use and where it would be published. These are just some examples of content that generated the most engagement from followers on the Facebook and Twitter pages of the CSO. These were planned out tweets and posts from the editorial calendar. The bottom line is content is king! And the CSO was able to take the crown during the first month due to the planning of a monthly theme and editorial calendar.
- This just a sample of what the CSO’s editorial calendar looked like. As you can see, the theme of networking was the established monthly theme, and below the monthly theme is broken down into pre- determined content for specific assigned days, and by channel. To help with the campaign objective of time management, I mapped out a specific amount of time that the staff member should be spending on each social media channel – both posting to it as well as development of community on those channels. It is great to see this all mapped out, but is it doing anything to meet the CSO’s goal of increasing engagement and awareness?
- The only way to determine whether the office is hitting their goals is by establishing key metrics that align with the goals of the organization. For the CSO, it was important to look at metrics such as engagement rate %, which is an average of the number of clicks, comments, likes, and shares per post shown in a percentage in order to see if the content was truly increasing engagement. Another metric was the number of followers – this was important to consider to see if awareness had increased among the social channels. Now without further ado, I will now reveal the results of the CSO’s first month of the strategy!
- Added Follows between 2/3/2013 thru 3/3/2014: 9 People who follow the CSO’s on Twitter: 44% are women; 56% are men 35% of followers are from MA Top 5 most unique interests of followers: Leadership Job Search Job Fairs Career news and general info Human Resources
- Followers of the CSO’s Pinterest page are a mixture of students, alumni, and other organizations (both non-profit/for-profit
- For Facebook – we saw major improvements in all key metrics areas including engagement rate percentage. We saw a total increase of between 3-8% per post. This is a decent upgrade from the previously. Based on looking at all these metrics – I gave Facebook a grade of an A- for its vast improvement of a the course of one month.
- Moving on, Twitter also saw some great gains after the first month of the strategy’s implementation. For the CSO’s clicks on tweets, it had gone up 50% which is great from an engagement perspective. This shows that the content was truly getting twitter followers to view it and click on the tweet. Based on this, and the other key metrics looked at, I gave twitter a B. While they improved their metrics in many areas, their engagement rate percentage did not increase much – showing that while the content was good – it was not getting followers to retweet it, favorite it or share it.
- Last but certainly not least is the SOM and CSO’s LinkedIn page. We had decided to collaborate with the SOM as they were also interested in establishing a LinkedIn page to increase student engagement. Because of trying to collaborate with the SOM Marketing Office – there was a delay in getting this up and running. Based on a few weeks of results, we see the page has 40 members – which is a great first start. Based on this and other metrics, I gave LinkedIn a B-. There is still room for improvement and I am excited to see where the page goes once in the following months with increasing engagement and awareness around it.
- Based on my work with the CSO’s new social media strategy, and research on effective use of social media in higher education, I decided to take on developing a set of best practices for career services office to use when strategizing their social media use. I made an infographic displaying these best practices. Next slide.
- These are the best practices I have come up with that I felt are relevant to any career services office in higher education. Go through each point. Next slide.
- Before I end my presentation, I would like leave you with this final thought. From doing this project I was able to gain the hands on experience, and wealth of knowledge needed to prove my capability to use social media in a strategic manner. And become known as an expert. With passion and effort, I was able do some great work that I am proud of showing. Thank you.