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#Protips for utilizing social media to drive engagement

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Will Patch
Will Patch

Presented at Indiana Association for College Admission Counseling Spring Congress 2015. This presentation is designed to help high schools and colleges better engage with students and families through social media. Focus is on Facebook, Twitter, Instagram, Pinterest, and YouTube.

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#Protips for Utilizing Social Media to Drive Engagement Will Patch Assistant Director of Admissions-Social Media Coordinator IACAC Spring Congress 2015
Why? The Data
-6% 6% 26% 29% 33% FACEBOOK TWITTER YOUTUBE PINTEREST INSTAGRAM
watched college videos read student blogs searched or tweeted hashtags asked a question on social media
Case Study • 10 institutional accounts • Collaborate for content • Monthly analysis of reach, interactions, follower growth, and Natural Audience Ratio (NA)
12 Month Data Facebook Twitter Pinterest YouTube Instagram Followers 8,137 (31%) 3,194 (63%) 148,303 (317%) 103 1,212 2013 Reach (Interactions) 3,049,246 (208,186) 3,342,774 (4,505) 14,045,402 (252,381) N/A N/A 12 mo. Reach (Interactions) 1,473,000 (267,226) 7,355,000 (7,858) 54,796,274 (149,421) 31,605 (266) N/A (7,509) Comparison 7th highest NA ratio in the state (50) 8th highest NA ratio in the state (49) Highest NA ratio in the state (30) 13th highest NA ratio in the state (49) 5th highest NA ratio in the state (45)
Differentiation Facebook – Content for parents and alumni. Congratulations, profiles, photo albums for events
Differentiation Twitter – Campus updates, focused for students. Interacting with admitted students and media
Differentiation Pinterest – Campus, study abroad, and event photos. Tangential information, scholarships
Differentiation YouTube – Videos of campus events and student profiles
Differentiation Instagram – Visuals of campus geared towards students. Historic photos have done well
Differentiation LinkedIn – Alumni and professional information Tumblr – Blogs, photos, specialized content. Hosts content
Time is the biggest cost
Where? Networks
You Don’t Need To Be Everywhere You Need To Be Good Where You Are
The Big 5
If you can only be 1 place…
0% 20% 40% 60% 80% 100% Pinterest Twitter Instagram YouTube Facebook Network Usage Higher Ed Students
• Photo/Video > Status > Links • Focus on individuals does well • Moderate well • Post suppression • Use Milestones
• Show campus and student life • #NoFilter • Regram • Hashtags
• Viewed as news source • Photos and infographics • Interact and congratulate • Hashtag campaigns
• High quality visual content • Tangential information • Always have links • Themed boards
• High quality videos, don’t ignore audio • Highlight student life • Tag wisely • Make good playlists
What? Content
Content is King
Visual Content Receives More Interactions
Use Student Stories
Hashtags Check usage first Be unique Have a plan
Don’t Just Re-post Cross Promote
Have a Playbook and Review It
Make Students the Heroes
When? Timing
Know Thy Audience
Don’t Overpost
Who? The Team
Owning a camera or an iPhone does not make someone a photographer. Use professionals.
Strong writing skills are a necessity
How? Tools
Hootsuite Web-based scheduling Free for limited features
Tagboard Search any hashtag across all networks, can analyze sentiment No account needed: tagboard.com/(your tag)
Likealyzer Facebook analysis Provides suggestions Compares
Iconosquare Analyze and regram Instagram photos
Namechk Check usernames across range of networks before starting them
What has worked for you? What questions can we answer?

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