Social Media Plans and Strategies in Student Affairs & Higher Education


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How to Build a Social Media Plan for your Higher Education Department, particularly in Student Affairs. Presented at NASPATech in October of 2011.

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Social Media Plans and Strategies in Student Affairs & Higher Education

  1. 1. Student Affairs Social Media Plans and StrategiesEd Cabellon | Director, Campus Center – Bridgewater State University #NASPAtech | October 28, 2011 | #NASPAtech27 | @EdCabellon
  2. 2. OVERVIEWStrategy & SupportManagementLiteracyAssessmentOther things to consider
  3. 3.
  4. 4. What are you trying to build?
  5. 5. Blasting out information?
  6. 6. Advertising?
  7. 7. An extension of your community?Or an entirely new one?
  8. 8. Strategy and Support – What are your goals? – Why do you want to take this on? – How does it contribute to student learning and engagement in your Student Affairs Unit? – Timeline? Set a temporary timeframe. – What online media tools best fit your intended goals? – Who do you need approval from?
  9. 9. Rondileau Campus Center: – Goals: To extend our community building online. To build an online Information Hub (mirroring our Info Desk). To connect students with BSU programs and services. – To meet students where we knew they were. – Through engaged learning opportunities in our student employment – We set an initial “semester” trial period – Initially Facebook was our point of entry. The use of Facebook Fan Pages were our focus. – We needed approval from our AVP initially. Then IC.
  10. 10. • Who will be your Core Social Media Team?• Have you created job descriptions that clearly outline learning outcomes through their core duties?• Content Development / “Conversation”• Community Development / “Voice”• What will your Social Media Guidelines be?• Will there be a schedule of posts or will it be more organic?• Will you be using Social Media dashboards like Hootsuite or Tweetdeck?
  11. 11. Rondileau Campus Center: – Social Media Team: Professional Staff, Grad Staff, and Student Employees – Our “Conversation”: Content based on Class Cancellations, Blog Posts, Photos, Videos, Community Questions, Cross Promoting Events. – Our “Voice”: Customer Service centered, friendly, prompt. Initial each post for transparency. – Guidelines: Post every two hours starting at 7:30am with Class Cancellations. Respond to posts and likes within a four hour window. If one can’t respond to a post, they must notify the Director.
  12. 12. Jump In!Get Your Hands Dirty
  13. 13. Building Technology Literacy
  14. 14. What do we need to teach and learn?
  15. 15. Assessment• What is your definition ofsuccess?• Can this definition be measured? How?• What analytics packages are valuable?• How will you use this data to help improve your overall plan and implementation?
  16. 16. Facebook Success For The Rondileau Campus Center = As a Student Organization As a Department •Our volunteers make connections happen. • Recognizing they are paid to represent the •Those managing the Social Media accounts institution. are mindful how they use it personally. • Using the conversations a bridges to bring • Get as many people involved in the process people into the Campus Center of creating content, especially during • Being a connector and promoting other organizational meetings. campus departments, organizations and programs on our page!• Common Denominators for Success • Comments, Shares, & Likes on Posts • Other Facebook Users Tag Your Organization in their posts • Community is posting questions and comments on your wall
  17. 17. Assessment – Fan Page Insights Shows: Active Users, Daily Users, Likes, Demographics, Media Consumption, External Referrers Specify date rangeTotal number of views Total number of LikesIn the range specified and comments in range specified
  18. 18. Assessment – Fan Page Insights Total number of views In the range specified Total number of Likes and comments in range specified Top viewed posts on your fan page Breakdown of contentcontact on your fan page
  19. 19. Twitter Success?
  20. 20. Assessment of Success• How many times are you getting @ mentioned in othersTweets, either through conversation or simple mentions.• How often are your Tweets getting Retweeted? (RT or QuotedRT)• How many times are you listed by others on their twitteraccounts?• How often are your tweeted links getting clicked? Are youusing a link shortener like to measure clicks?• Have you grown your followers steadily as you’ve used yourTwitter account?
  21. 21. Assessing Success• Metrics #1: Unique Visitors & Number of Visits (overall, perpost)• Other Important Data: • Most Visited Day of the Month • Most Visited Day of the Week (Average) • Most Visited Time of the Month (Average) • Average Time Spent on Blog • Which posts got the most views? • Top External Referrer? • Top Key Search Words and/or Phrases
  22. 22. Assessing Success• Metrics #2: Average Number of Comments Take the # of comments / # of Posts =
  23. 23. Assessing Success• Metrics #3: Online & Offline Growth Have you grown over time?
  24. 24. Final Thoughts….• BLOG: Have you optimized yourcontent for search ability?•Are you working with your InstitutionalCommunication office?•How will you partner with other StudentAffairs units to share and promote eachothers’ content?•Listen first, then engage.
  25. 25. a copy of this presentation!
  26. 26. Student Affairs Social Media Plans and StrategiesEd Cabellon | Director, Campus Center – Bridgewater State University #NASPAtech | October 28, 2011 | #NASPAtech27 | @EdCabellon