Social U: Social Media in Higher Ed


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This is a presentation discussing how higher education can utilize SM given to the University of Pitt: Titusville in 2011.

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Social U: Social Media in Higher Ed

  1. 1. Social Media University The Role of Social Media on University Campuses By Douglas Strahler
  2. 2. Who is this guy? Graduated from Slippery Rock University (2005) B.S. in Emerging Technology & Multimedia Graduated from Syracuse University (2006) M.S. in New Media Taught at Syracuse University & Onondaga Community College Instructor at Slippery Rock University Social Media & Web Design (Public Speaking too) Doctoral Student at Duquesne University Ed.D. in Instructional Technology & Leadership
  3. 3. Presentation Overview • What is Social Media? • How to Use Social Media Effectively • Social Media and the Campus Community • Questions & Answers #PittTitusville
  4. 4. What is social media?
  5. 5. Social media is content created and shared by individuals on the web using freely available websites that allow users to create and post their own images, video and text information and then share that with either the entire internet or just a select group of friends. Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Social media is any online media platform that provides content for users and also allows users to participate in the creation or development of the content in some way. Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. Social media is the use of technology combined with social interaction to create or co-create value. Social Media is the meeting place between people and technology. Internet-based software and interfaces that allow individuals to interact with one another, exchanging details about their lives such as biographical data, professional information, personal photos and up-to-the-minute thought. Social media are online venues, such as social networking sites, blogs and wikis that enable people to store and share information called content, such as text, pictures, video and links. Social media is about interacting with and sharing information with others online. Social media is game changing, not a closed system, not just another media, transparent, more than blogs, decentralized and real-time and measurable. Simply refers to communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool. Social media also includes social networks that insist on people to come together online that shares a common interest. Social Media consists of media that support and encourage social interaction among user. Social Media is generally any website or service that uses Web 2.0 techniques and concepts. A term used to describe a variety of Web-based platforms, applications and technologies that enable people to socially interact with one another online. Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media itself is a catch-all term for sites that may provide radically different social actions. Social media is the technological path of least resistance for two-way communication and distribution through a large audience who would otherwise be unconnected if it were not for the technological medium. Definitions taken from 50 Definitions of Social Media posted by
  6. 6. Social Media Revolution 2011
  7. 7. Social Media is more than a platform.
  8. 8. Social media is about…
  9. 9. Listening & Monitoring
  10. 10. Community Social media is NOT community – it facilitates community. Each community is unique and there is no guaranteed recipe for success.
  11. 11. Networking The network will always be there, now the trick is how to you mesh it into your everyday business plan.
  12. 12. Conversing Using these websites to converse with friends, family, customers, potential customers, employees, stakeholders, etc. Who are they? PEOPLE.
  13. 13. Conversing For brands, people connect with brands online and the conversation online typically starts around offline brand experiences.
  14. 14. Storytelling The narrative is no longer linear, but a nonlinear experience.
  15. 15. Collaborating & Sharing A place where you can come together from all over the world. A place where you can share things all over the world.
  16. 16. Understanding Social media is just a piece – or multiple pieces – to the puzzle. You need to understand how each one works and if it fits into your strategy.
  17. 17. CONTENT You need to learn to produce content that people want, use and bring into the conversation.
  18. 18. What content interests you? Where do you go?
  19. 19. Benefits of Social Media Learn more about your brand. Discussion about your brand becomes easier for people. Easily share information about brand. Higher commitment and involvement.
  20. 20. So what should you keep in mind? Tools will come and go, but your audience will always be there.
  21. 21. Do you have a social media strategy for your department yet?
  22. 22. Developing Your Social Media Strategy
  23. 23. STEP 1: LISTENING & MONITORING Listen & monitor to what the community is saying Learn what channels they are using and understand what they are saying – don’t try to be everywhere.
  24. 24. STEP 1: LISTENING & MONITORING Why monitor? • Understand consumer motivation • Identify ways to connect with consumers • Identify potential crises, customer service, and employee issues • Determine Social Media strategy
  25. 25. STEP 2: ASSESSING What is your current social media presence? Why social media? Who is your target audience? What are the goals/objectives of your social media presence?
  26. 26. STEP 3: PLANNING Determine Goals & Objectives (University & Dept) for each platform. Determine the who, what, where, when, & how - Who is responsible? (Individual/Team) - What will you say? What are you trying to accomplish? - Where is the best channel to use? - When will I post it? (Learn good times to post & set dates/times) - How do you do it? (Social Media Handbook) Be proactive (Crisis Communication) Be consistent
  27. 27. STEP 3: PLANNING The Now Revolution Jay Baer and Amber Naslund What is your theme? - Awareness - Loyalty - Sales What is your “One Thing”? Disney = Magic Apple = Innovation UPT = ? Simplicity is key.
  28. 28. STEP 3: PLANNING Social Media Handbook Develop & Document your policy and guidelines
  29. 29. STEP 3: PLANNING Strategy Campaign • Social Media Foundation • Long-term approach • Part of the strategy • Short-term approach – 1+ years • Specific goals, objectives, and tactics • Integrates into existing marketing plan – 1 month or semester • Specific targeted purposes • Pre, during, & post campaign
  30. 30. BREAK
  31. 31. STEP 4: IMPLEMENTING & ENGAGING A high school student is interested in learning more about the Bachelor of Science in Business Management degree on the university Facebook page. Who responds? - University page moderator? - Admissions? - Business School? - Pitt Bradford?
  32. 32. STEP 4: IMPLEMENTING & ENGAGING Create a content calendar so you know when and what to post – but remember, things change! Example: Monday, March 5th at 11:00 a.m. Facebook & Twitter Announce Doug Strahler will be speaking in the Union from 9-12 on Social Media. Assigned to: XXX
  33. 33. STEP 4: IMPLEMENTING & ENGAGING Social Media Dashboards
  34. 34. STEP 4: IMPLEMENTING & ENGAGING Don’t forget to respond to postings on Facebook and Twitter pages, and other social media platforms (blogs, etc.) The key is engagement. Show the community that you are listening, because it is about the conversation – that’s what makes social media unique over other marketing efforts. Responses can include: - Comments - “Likes” - Retweets - Online chat (Q&A’s)
  35. 35. STEP 4: IMPLEMENTING & ENGAGING Other forms of engagement - Special Events - Promotions - Giveaways - Exclusive content Share content across departments. Respond to other departments content.
  36. 36. STEP 4: IMPLEMENTING & ENGAGING Promotion - E-mails - E-mail signatures - Offline material (brochures, newsletters, decals)
  38. 38. STEP 4: IMPLEMENTING & ENGAGING Create Unique Department Fan Pages - Unique Audiences - Unique Messages - “Like” Each Other’s Pages
  39. 39. STEP 4: IMPLEMENTING & ENGAGING Increase Awareness - Promote it around campus - Promote it at visitations - Rethink content - “Like” each other’s pages Remember, what are the benefits and values for “Liking” this page.
  40. 40. STEP 4: IMPLEMENTING & ENGAGING Make it fun, but provide valuable content Landing Pages - Wix Pages - Static iFrame tab
  41. 41. STEP 4: IMPLEMENTING & ENGAGING Five Elements of a Successful Facebook Page (Mashable) 1.Networking with other platforms 2.Creating a resource 3.Creating contests that include participation 4.Empowering pre-existing pages 5.Targeting the proper demographic
  43. 43. STEP 4: IMPLEMENTING & ENGAGING Create Unique Department Accounts - Unique Audiences - Unique Messages - Follow Each Other’s Pages - Follow Accounts relevant to the field - Creating a Unique Hashtag (
  44. 44. STEP 4: IMPLEMENTING & ENGAGING 140-Character Messages - Announcements - News/Alerts - Events - Communication and Discussion - Promotions/Giveaways - Tips & Tricks - Job/Internship Announcements - Encourage Clubs/Organizations to join Twitter - Career Prep - Professional Development - Alumni Networking - Hashtag The voice and messages will be unique for each department.
  45. 45. STEP 4: IMPLEMENTING & ENGAGING Follow the Conversation Use tools like HootSuite, TweetDeck, and TweetChat to follow the conversation.
  46. 46. STEP 4: IMPLEMENTING & ENGAGING Did You Know? There is a UPT Problems Twitter account out there? Do you know what they are saying?
  47. 47. STEP 5: EVALUATE Schedule an evaluation session to determine if you are reaching your goals and objectives. - Document figures weekly, monthly, quarterly What works and what doesn’t? Learn from this information to make adjustments and continue.
  48. 48. Review Coordinate Campus-Wide Strategy 1.Listening & Monitoring 2.Assessing 3.Planning 4.Implementing & Engaging 5.Evaluation
  49. 49. How Schools Use Social Media
  50. 50. How Schools Use Social Media 1. 2. 3. 4. Marketing & Communications School Pride Announcements General Outreach
  51. 51. How Schools Use Social Media
  52. 52. How Schools Use Social Media “These tools enable the university to share what is happening on campus with the world, but more importantly let us hear directly and immediately from students, faculty, staff, parents, fans and friends about what is important to them.” “…many Vanderbilt departments and programs have launched official social media presences, similarly branded to communicate that the information they are communicating is official and reliable.”
  53. 53. How Schools Use Social Media
  54. 54. How Schools Use Social Media
  55. 55. How Schools Use Social Media
  56. 56. How Schools Use Social Media
  57. 57. Social Media and You
  58. 58. Social Media and You
  59. 59. Questions or Comments? Social Media University The Role of Social Media on University Campuses By Douglas Strahler @profstrahler