1. Best Practices for
Social Media in
Higher Education
Lavilla Capener

2. My Story
Circa June 2012

3. What is social
media?
Communication
Showcase
Technology
Discussion
User generated content
Photos
ChannelExchanges
Information
Video
Transparency
Listening device
Marketing tool
Dialogue
Interaction

4. What is social
media?
“Social media are primarily Internet-
based tools for sharing and discussing
information among human beings.”
- Wikipedia

5. Social media is a way to have a
conversation directly with your
consumers,customers and
stakeholders.

6. But … with great power
comes great responsibility

7. What can social
media do for
me?

8. Social media is what you
make of it …

9. … and sometimes it just
doesn’t work the way to
expected.

10. How to choose a
social media
network.

11. You HAVE to be
on (Fill-in-the-blank)

12. The
conversation
prism

13. How do I figure out
where my audience
spends time online?

14. Do research.It
doesn’t have to be
expensive or even
cost money.

15. The Top 3

16. 71% of internet users
have a Facebook account,
and 70% of Facebook
users log on daily.
70%
17%
12%
How often users
visit Facebook
Daily
Weekly
Less Often

17. Keep it short.Include
photos.Ask questions.
Google the rest.

18. Keep it short.

19. Use photos (and graphics).

20. Ask Questions.

21. LinkedIn has grown its
user base in the past year,
but users log on less
often than in 2013.
13%
25%
61%
How often users
visit LinkedIn
Daily
Weekly
Less Often

22. Content on LinkedIn
should be informative,
relevant,and actionable.

23. LinkedIn users are
looking for content that is
informative.No cat
videos here.

24. What you post on LinkedIn
should be relevant to your
audience.

25. For every post,ask
yourself: can a reader take
a positive action with this
information?

26. Twitter usage is growing
among all age groups,
but is most popular
among those under 30.
36%
24%
40%
How often users
visit Twitter
Daily
Weekly
Less Often

27. Be brief,visual,and
clever.

28. The ideal length for a
tweet is 71-100
characters.

29. Be visual.

30. Be clever.

31. Example Social
Media
Campaigns

32. Organic campaign:
Graphics for Writers’
Institute
Engagement
rate:
13%

33. Organic campaign:
Graphics for Writers’
Institute
Engagement
rate:
18%

34. Organic campaign:
Graphics for Writers’
Institute
Engagement
rate:
25%

35. Results: Graphics for
Writers’Institute
Total reach:
693
Total clicks:
33
Total likes,
comments and
shares:
80
Average
engagement
rate:
14.8%
Total
impressions:
1,388

36. Paid campaign: ESL
Immersion
Timeframe: March 25-April 20
Total budget: $600
Target audience:
São Paulo (state), Colombia,
Spain, France, Jakarta (+50 mi),
South Korea, Mexico, Singapore,
Thailand, Taiwan
Interests: Study abroad,
Summer camp, English as a
second or foreign language,
English language.
Behaviors: All frequent
travelers, used travel app
recently
Age: 18 - 25
Language: English

37. Results: ESL Immersion
Total reach:
173,246
Key website
views:
3,237
Total unique
clicks:
4,359
Average
frequency:
10.12
Total
impressions:
1,752,927

38. Results: ESL Immersion

39. Results: ESL Immersion
Facebook ads
began

40. Results: ESL Immersion

41. Results: ESL Immersion

42. Takeaways:
1.You don’t have to spend a
fortune to get people to your
website.
2.People need to see an ad
multiple times before
clicking.
3.You need lots of clicks to
even find a qualified lead.
4.Advertising takes time to
work.

44. How to become a
social media
expert.

45. 1.Practice

46. 2.Learn from
experts

47. 3.Google is
your friend

48. 4.Test
everything.