@eduWeb #students #facebook #twitter #youtube #in


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2011 eduWeb Conference
San Antonio, TX

GCF reviewed data and college student opinions about current social media use by colleges. Included in the review were Facebook, Twitter, YouTube, and LinkedIn.

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@eduWeb #students #facebook #twitter #youtube #in

  1. 1. Greatest CreativeFactor Brenda Fosterand Katie Pugh@.eduWeb #students#facebook #twitter#youtube #in
  2. 2. 100 institutions75 student opinions10 administrator interviews
  3. 3. FacebookTwitterYouTubeLinkedInFlickr
  4. 4. Which was most popular?What did students think?What do administratorsadvise?Where do you go from here?
  5. 5. Agnes Scott College Howard University Transylvania UniversityAllegheny College Immaculata University Trine UniversityAmherst College Ithaca College Tulane UniversityBellarmine University James Madison University University at BuffaloBethany College King’s College University at Albany-SUNYBloomsburg University Lawrence University University of DallasBrigham Young University Louisiana College University of GeorgiaBrown University Loyola University Maryland University of IowaBryant University Macalester College University of KentuckyBucknell University Montana Tech of the University University of Maine FarmingtonCarnegie Mellon University of Montana University of Mary Hardin BaylorChamplain College Mount Holyoke College University of MiamiChristian Brothers University New Jersey Institute of Technology Missouri University of ScienceClemson University Northwestern University and TechnologyCoe College Occidental College University of Northern IowaCollege of Charleston Oral Roberts University University of Notre DameCollege of the Holy Cross The Pennsylvania State University University of OregonCollege of William and Mary Pepperdine University University of Puget SoundConcordia University Texas Pitzer College University of RichmondCornell University Quinnipiac University University of Southern Carolina AikenDakota State University Rosemont College University of Southern CaliforniaDePauw University Rutgers, The State University University of Tennessee at MartinDickinson College of New Jersey University of TulsaDrexel University Salisbury University Valparaiso UniversityDuke University San Diego State University Villanova UniversityElizabethtown College San Francisco State University Wagner CollegeEmory University St. Bonaventure University Warner Pacific CollegeFairfield University St. Olaf College Washington & Jefferson CollegeFordham University SUNY Maritime College Washington University in St. LouisGettysburg College SUNY College of Environmental Wellesley CollegeGonzaga University Sciences and Forestry Western Washington UniversityGoucher College Sweet Briar College Westminster CollegeHendrix College Texas Christian University Wofford CollegeHigh Point University The George Washington University Xavier University of LouisianaHofstra University The Wharton School of the University of Pennsylvania
  6. 6. 100 institutions
  7. 7. 77% of the 100 had links on their homepage.
  8. 8. Social Media Icon Placement on the Homepage Top Left Top Center Top Right 3% 1% 9% Center Left Center Center Right 7% 3% 8% Bottom Left Bottom Center Bottom Left 22% 18% 29%
  9. 9. Homepages had anywhere from 2-12 different social icons.With the most popular being 5 icons.
  10. 10. Social Sites on the HomepageFacebookYouTube Twitter Flickr LinkedInPodcasts Futura Blogs 0 10 20 30 40 50 60 70 80 90 100 Percentage
  11. 11. Other Pages with Social Icons Admissions Athletics Alumni All of the AboveNone of the Above 0 10 20 30 40 50 60 70 80 90 100 Percentage
  12. 12. Facebook97% of the institutions have a Facebook page.
  13. 13. Facebook Profile ImageSchool Logo Building Mascot Statue Arch Students 0 10 20 30 40 50 60 70 80 90 100 Percentage
  14. 14. FacebookLikes2–187,595Average: 14,672
  15. 15. Facebook Wall Posts in One Week 0-5 6-1011-1516-2021-2526-3031-3536-40 > 41 0 10 20 30 40 50 60 70 80 90 100 Percentage
  16. 16. Twitter93% of the institutions have a Twitter page.
  17. 17. TwitterFollowers45–12,769Average: 2,556Following1–5,956Average: 601
  18. 18. Tweets in One Week 0-5 6-1011-1516-2021-2526-3031-3536-40 > 41 0 10 20 30 40 50 60 70 80 90 100 Percentage
  19. 19. YouTube85% of the institutions have a YouTube page.
  20. 20. YouTubeChannel Views78–62,4250Average: 44,740Total Upload Views0–17,823,150Average: 188,282Subscribers0–14,675Average: 532
  21. 21. Flickr54% of the institutions have a Flickr page.
  22. 22. FlickrPhotos/Items0–11,125Average: 1,816
  23. 23. LinkedIn96% of the institutions have a LinkedIn profile.
  24. 24. LinkedInFollowers32–8,627Average: 1,641
  25. 25. Overall Consistency Across all Social Media Pages in Relation to the Institution Colors LinksNews/Updates 0 10 20 30 40 50 60 70 80 90 100 Percentage
  26. 26. 75 student opinions
  27. 27. Student Demographics28% Male72% Female98% 19-24 years old
  28. 28. Student Use of Social MediaFacebook TwitterYouTube Flickr Daily LinkedIn Weekly Monthly Podcast Never Futura Blogs Tumblr 0 10 20 30 40 50 60 70 80 90 100 Percentage
  29. 29. Student Use of Social Media100% of participants use social media websites100% use Facebook daily38% use Twitter daily52% use YouTube daily94% have never used Flickr2% use LinkedIn daily
  30. 30. Student Use of Social Media to Get Information About an Institution Facebook Twitter YouTube Flickr Daily LinkedIn Weekly Monthly Podcast Never Futura BlogsInstitutions Website 0 10 20 30 40 50 60 70 80 90 100 Percentage
  31. 31. Student Use of Social Media to Get Information About an Institution38% use Facebook daily15% use Twitter daily6% use YouTube daily2% use Blogs dailyFacebook is used more often than a university’s homepage to find information
  32. 32. Student Opinion: Three Favorite Social Media SitesFacebookYouTubeTwitterBesides the social sites listed in our survey (Facebook, Twitter,YouTube,Flickr, LinkedIn, Podcast, Futura, Blogs, iTunesU, RSS, and Tumblr), 89%of the respondents said that don’t use any other social sites.For those that do use other sites, they use foursquare.
  33. 33. 96% of students believe that institutions should be using social media
  34. 34. Reasons why…“It’s a useful tool, we read social networking sites to find out information.”“We use them all of the time, so it’s convenient and the information will bewidely known and accessible.”“Helps us stay connected to friends.”“Keeps us updated on what’s going on on campus.”“Everybody is using it, institutions would be left behind.”“Makes the institution more connected with us.”“It is becoming such an important aspect of communicating.”
  35. 35. Where Students Look First for the Social Icons on the Homepage Top Left Top Center Top Right 21% 9% 39% Center Left Center Center Right 3% 1% 7% Bottom Left Bottom Center Bottom Left 0% 8% 12%
  36. 36. Social Media Icon Placement on the Homepage Comparison Top Left Top Center Top Right 21% 9% 39% 3% 1% 9% Center Left Center Center Right Students 3% 1% 7% 100 College Results 7% 3% 8% Bottom Left Bottom Center Bottom Left 0% 8% 12% 22% 18% 29%
  37. 37. If an institution offered the links on their homepage, 82% said they wouldbe likely to visit those pages.
  38. 38. 10 administrator interviews
  39. 39. Jennifer TuckerAssistant VP CommunicationsLehigh UniversitySocial media is part of marketing and communications. We don’t treat it as aseparate function.Facebook is the #3 referral source to our website just behind search engines.I believe in the 20/80 rule. 20% of our communications are about theinstitution and 80% are fun.You have to listen to the silence.Why do you want to be on social media? Who do you want to reach? Howdo you define social media success?
  40. 40. Christine LaPailleVice President University RelationsGeorge Mason UniversityFrom 8,000 to 48,000 in one year. Basketball Challenge Sweet 16 ChallengeAfter our success we dedicated a full time person to social media.Advertise your competition.
  41. 41. Tara LaskowskiSocial Media Coordinator Manager Media and PRGeorge Mason UniversityWe went from 8,000 to 24,000 in three weeks.It’s become organic and we now get about 200 people each week.Don’t post too much or you will be ignored.Twitter and Facebook are different. We saw 20 comments to a Facebook postabout internships within an hour and none on the same post on Twitter.Twitter fans like event and announcement posts.You have to be dedicated to updating the page, and you have to havegood content.
  42. 42. Michael F. ScrivenerCommunications SpecialistHoward Community CollegePromptness is very important, even if it’s off hours.Decide if you want your page to be open. Fans cannot post to our page butthey can comment and like.Generate discussions rather than just push out information. Write like you’rea journalist—learn to recognize a good story.
  43. 43. Michael O’NeillProgram AdministratorOffice of Alumni RelationsRensselaer Polytechnic InstitutePlan? We have social media guidelines and I have an operating plan forthe year.We have over 10,000 fans in our LinkedIn alumni association group.  We discovered we have over 30,000 alumni on Twitter so we’re tryingto build our presence there.It’s best to keep an open approach to negative posts. Don’t be too bigbrotherish. Other alumni always step in and squash negative information.My alumni are on during lunch so I post then.Focus on doing a few things very well.
  44. 44. Lisa SeamanSenior Web Editor, Online Strategy & User ExperienceExternal RelationsGeorge Washington UniversityWe have best practices but not really a plan.We’re doing well with 13,000 Facebook fans, 7,300 Twitter followers. Wefollow and interact a lot.We hold weekly meetings with web editors.We tweet about 5 times per day during the school year.
  45. 45. Lisa SeamanSenior Web Editor, Online Strategy & User ExperienceExternal RelationsGeorge Washington UniversityA video of our president having a snowball fight got a lot of comments.We do a lot of videos.Advice: Social media has to be informal and genuine. We don’t recommendever removing posts that are legitimate. We do monitor spam.
  46. 46. George ThompsonWeb Content ManagerWidener UniversityOur magazine editor and PR director coordinate efforts.We have a content manager who focuses on Facebook, Twitter and YouTube.He has produced over 100 videos.Different faculty and departments have established Facebook pages that weneed to try to control, but that’s a nasty word.We meet every month with alumni relations, admissions, and some academicunits to communicate and collaborate with each other.
  47. 47. Emily HafnerCommunications AssociateJohns Hopkins University Carey Business SchoolWe have a total student population of 1,630 and 1,240 Facebook fans.We went from 330 Twitter followers to 473 in 6 months—small but totallyorganic.You have to first determine your purpose and have a very clear idea of yourbrand. All posts should support your brand.I’d like to have more active followers than just followers.My goal for the sites is to provide a rich resource to interact with each otherand experience the Carey mission.Having enough time is the biggest challenge. I spend about 20–25% of mytime on social media.
  48. 48. Jim RobertsDirector of Marketing CommunicationsMisericordia UniversitySocial media allows for a wonderful depth of engagement with the audience.We have a team of three student workers who follow social media sitesand post.We include social media policy in the employee handbook.
  49. 49. Craig AdkinsDirector of Web Strategy and New MediaUniversity of RedlandsSocial Media is a giant black hole of misinformation. It’s a great way to understand behavior patterns. You need to become your own expert for your own social media needs. We’re using this first year to learn and next year to adjust.
  50. 50. Where do you go from here?
  51. 51. Six of one half a dozenof another Rules to follow
  52. 52. Rule 1 Take a risk
  53. 53. Rule 2 Be yourself
  54. 54. Rule 3 Don’t be flawless
  55. 55. Rule 4 Let users interact
  56. 56. Rule 5 Give them whatthey need to know
  57. 57. Rule 6 Have a contest
  58. 58. Rule 7 Use the 20/80 rule
  59. 59. Rule 8 Teach your staff
  60. 60. Rule 9 Keep feedingthe beast
  61. 61. Rule 10 It’s called “socialmedia” for a reason
  62. 62. Rule 11 Let them knowit’s there
  63. 63. Rule 12 Be your own expert
  64. 64. Audience participationRules from eduWebattendees
  65. 65. Rule Know your audience
  66. 66. Rule Determine the besttime to post/tweet
  67. 67. Rule Experiment to find outwhat does and doesn’t workfor your institution
  68. 68. Greatest CreativeFactor 410.467.4672brenda@gcfonline.comkatie@gcfonline.comfb: GreatestCreativeFactorfollow us: GCFInc