Presented by Ma’ayan Plaut, Social Media Coordinator at Oberlin College, and Mallory Wood, Director of Marketing at mStoner, on Monday at 4:15 PM in the Marketing, Content, and Social Strategy Track at HighEdWeb 2012. Do you manage your institution’s social media presence? Ever wished you could clone yourself in order to get through your to-do list? Have you even considered stealing Hermione’s Time-Turner necklace? If so, this session is for you. Managing social media can be a very time consuming process if you don’t have the right strategies in place. For many marketers, admission counselors and alumni-relations officers, the management of department or institutional social media properties is an add-on to an already full plate. We’ll show you that you don’t have to add hours to your day to effectively manage your new social media responsibilities. Sharing case studies and best practices from the industry, this session will help you increase your day-to-day efficiency, develop a social media content strategy at your institution and determine which tools to focus on based on your goals and resources.

1. Fording the Social Media
Channel
#mcs6
#heweb12
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2. @plautmaayan
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3. @MalloryWood
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4. • Gooooooooooooooal setting
• Ford the river with your wagon party
• Timing, it is everything... and nothing
• Your content arsenal
• In 60 minutes or less...
• Networks and Networking
• Bunnies
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5. page 5
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6. page 6
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7. page 7
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8. page 8
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9. page 9
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12. Example
Goal: Use Facebook to impact recruitment.
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13. Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook
with Class of 2017 students by 15% before
January 1, 2013.
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14. Examples of measurable objectives
• Increase followers by __%
• Increase content sharing __%
• Increase website traffic __%
• Increase avg time on blog __%
• Increase donations __%
• Increase applications __%
• Increase attendance at events by __%
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15. http://mstnr.me/CASESMA2012
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16. ROI =
(Gains - Costs) / Costs
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17. ‣After 2 months you gained 500 new
LIKES on FB.
‣You spend 5 min a day posting, listening,
and managing your Page (that’s 310
minutes).
‣You earn an annual salary of $45,000
(that’s equivalent to an hourly rate of
$21.64 or 36 cents/minute)
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18. [500 - (310*$.36)]
__________________________
(310*$.36)
Cost per Follower
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19. $3.48
Cost per Follower
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20. CASE STUDY
The Great Give - FSU
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21. Monday, October 8, 12

22. “The best thing we could do
was reach out to members
where they were and how they
were communicating,”
- Daniel Krueger, Assistant Director of Annual Giving
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23. page 23
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24. page 24
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25. page 25
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26. page 26
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27. Admissions
Marketing and
Communications
Students
Alumni
Work study
and Interns
Alumni Relations
Res Life/Student Affairs
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28. Online
Apparent
Transparent
Accessible
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29. Online
Apparent
Transparent
Accessible
Offline
Apparent
Transparent
Accessible
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31. Photo by Joseph Carr
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32. UWRightNow.wisc.edu
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34. Monday, October 8, 12

35. Results
• 1,018 stories, photos, videos, tweets
• Submissions from 50 states
• Submissions from 66 countries
• 14,000 unique visits to the site
• Average time on page = 5 minutes
• Mobile traffic = 20% of visitors
• Site shared 8,000+ times on social
networks
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36. page 36
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37. image of clock?
Photo by Petar Milošević - CC BY-SA 3.0
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38. http://mstnr.me/TimingStudy
Twitter
‣ 1:00 - 3:00PM ET Mon. through Thurs.
‣ Avoid posting after 8:00PM.
‣ Avoid posting after 3:00PM on Fridays.
‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.
through Thurs.
Facebook
‣ 1:00 - 4:00PM ET = highest click throughs.
‣ Peak traffic time is Wednesday at 3:00 PM.
‣ Avoid posting after 8:00PM and before 8:00AM
‣ Wait to post until after 11:00AM
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39. Twitter
‣ Tweets during "busy hours" (8:00AM - 7:00PM)
receive 30% higher engagement than Tweets
published outside that time frame.
‣ Tweets containing less than 100 characters receive
17% higher engagement than longer Tweets.
‣ Tweets with one or two hashtags receive 21% higher
engagement than those with three or more hashtags.
‣ Tweet no more than 4 times a day.
‣ Include images and links for highest engagement.
‣ Suggest tweeting on weekends.
http://mstnr.me/BuddyMediaData
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40. Facebook
‣ Posts with 80 characters or less receive 23% higher
interaction than longer posts.
‣ Photo posts receive interaction rates 39% higher than
average.
‣ Do not post more than 7x a week.
‣ When fans are asked to comment on a post, there is a
3.3x higher comment rate than when they are not
asked to comment.
‣ When fans are asked to share a post, the share rate is
7X higher than those posts not asking fans to share.
http://mstnr.me/BuddyMediaDataFB
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41. page 41
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45. Photo by Jan Mehlich - CC BY-SA 3.0
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46. Photo by David Kelleher - CC BY-NC-ND 2.0
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49. Results
Twitter: 822 mentions, 263 new followers,
and 871 website clickthrus (a 204% increase
from 2010).
FourSquare: 308 people viewed the various
check-in specials and 213 people unlocked
the specials.
YouTube: 1 video submission with 250 views.
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50. page 50
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51. page 51
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53. Social Media Calendar
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55. page 55
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57. In 60 minutes
or less.
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58. Courtney Mallam
Coordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam
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59. Megan Bernier
University Writer
Saint Lawrence University
@msteverb
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60. Donna Talarico
Integrated Marketing Manager
Elizabethtown College
@donnatalarico
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61. Ann White
Former Web Communications Coordinator
Oklahoma Christian University
@annmwhite
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62. page 62
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64. page 64
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66. page 66
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67. Photo by HighEdWeb - Flickr
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68. Hashtags to Track
#edUi
#psuweb
#sunycuad
#casesmc
#higheredlive
#cmgrchat
CASE Regionals
American Marketing Association
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69. Photo by HighEdWeb - Flickr
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73. Mallory Wood
Director of Marketing
mStoner, Inc.
@MalloryWood
mallory.wood@mstoner.com
QUESTIONS?
Ma’ayan Plaut
Social Media Coordinator
Oberlin College
@plautmaayan
maayan.plaut@oberlin.edu
Monday, October 8, 12