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Navigating the
Social Media Jungle
Minda Powers-Douglas
Palmer College of Chiropractic
Marketing & Communication
October 2...
The question
used to be:
Should I use social
media?
Kevin.Lexblog.com
Now the question is:
How do I do it better?
- Jay Baer
- Erik Qualman, Socialnomics
Social media is the #1 activity on the web
- Erik Qualman, Socialnomics
1.1 billion
Facebook users
(as of July 14, 2013)
Social and Digital Media Revolution
Statistics 2013 (video)
Social networking
has changed
how we …
work
communicate
do business
find
information
entertain
ourselves
Social networking has changed
how we …
live
5 reasons people use social media
Edudemic.com
As of Jan. 2013
Social media is changing the world
• The world is smaller – connecting globally is easy
• Traditional communication is ―ol...
Review sites like Amazon, TripAdvisor and
CollegeProwler empower us to give honest opinions
Now our voices can
be heard
• Comments
• Videos
• Likes
• Sharing
We are empowered
• Activism made easy
• It’s no longer politics
as usual
Kony 2012 video
Social networking meets two
primary human needs:
1. The need to belong
2. The need for self-presentation
ReadWrite.com – B...
Social media has revolutionized
customer service
• Using social media to handle the bulk of
customer inquiries is becoming...
Can you see
the forest for
the trees?
Conversations about you and your
brand are going on all the time.
There’s no longer a division
between the ―real world‖
and the online world.
But why would I need it for my job?
• No matter what your role is for the College, you
are a representative of Palmer
• So...
But Why Would I Need It for My Job?
• It’s where your audience lives
• If you don’t embrace it, you risk becoming
obsolete
Social networks give us the opportunity
to offer excellent, personalized customer
service at little to no cost and in a
ti...
How social media affects
college recruitment
and communications
―1 in 3 colleges say social media is
more efficient than traditional media in
reaching their target audience.‖
- OnlineCol...
―92% of undergraduate admissions officers
agree that SM is worth the investment …
86% plan to increase their investment in...
―78% of schools surveyed report that
social media tools have changed the
way they recruit.‖
- U of Mass. Dartmouth Center ...
―Reduced costs for traditional
media are attributed to use of
social media.‖
- U of Mass. Dartmouth Center for Marketing
R...
Schools report less spending
on traditional media
• Printing – 33% less
• Newspaper ads – 24% less
• Radio/TV ads – 17% le...
A stealth student ―is doing his or her own
research into colleges or universities and
doesn’t want to be contacted directl...
―He or she is likely starting online and
searching multiple sources of information
(websites, reviews, magazine articles, ...
Where you can find Palmer
Navigating Palmer’s social media
• Est. 2007
• Currently on:
Facebook, YouTube,
Twitter, Instagram,
Pinterest, Flickr and
...
Facebook 101
• Users create profiles
• Connect with friends and
acquaintances
• Post and share links,
thoughts, opinions,
...
• To understand the expectations of our audiences
• To monitor what people are saying about Palmer
• People are going to s...
Facebook
Page
(managed by Marketing)
West Campus
Facebook
Page
(managed by Marketing)
Florida Campus
Facebook
Page
(managed by Marketing)
Palmer
Facebook
Group
2,634 members
(managed by Marketing)
Palmer
Future
Chiropractors
Facebook
Group
469 members
Connect on Facebook to …
• Ask questions (and potentially get answers in
real time via messaging or chat)
• Get to know Pa...
Twitter 101
• Allows you to tweet (up to 140 characters)
• ―A real-time information network that connects
you to the lates...
• To understand the expectations of our audiences
• To monitor what people are saying about Palmer
• People are going to s...
Twitter
@palmercollege
(managed by Marketing)
Use Twitter for research and ideas
Use Twitter for research and ideas
YouTube 101
• Created in 2007
• Reaches more U.S.
adults ages 18-34 than
any cable network
(Nielsen study)
• 1,000s of cha...
Just how big is YouTube?
• More than 1 billion unique users visit each month
• 6 billion+ hours of video are watch each mo...
- YouTube.com
YouTube is the second
most popular search engine.
- LinkedIn, PCG Digital Marketing and
TechCrunch
Types of Videos People Like
• Tutorials/How-to
• Vlogs
• Interviews
• Top 5, 10 …
• Reviews
The Power of
YouTube
• 75 videos
• 86,346 views
• 156 subscribers
Palmer’s
blogs
http://blogs.
palmer.edu
Palmer blogs
• Palmer Student Blogs
• Alumni Blog
• My Chiropractic Journey
• David D. Palmer Health Sciences Library
• On...
So I need social media, but …
• How will I make time for it?
• How do I manage it?
• Where do I begin?
• What will I say?
...
15 minutes on social media
• Check e-mail for new Twitter or Facebook
posts/ messages
• Skim your news feed for posts of i...
Extra time?
• Scan the Palmer main group and campus fan
pages for questions to answer and conversations
to join
• Search f...
How do I manage it?
• Settings and notifications (so that you are
notified via email when someone posts or
comments)
• Soc...
Where do I begin?
• If you’re already on social media, start listening—
watch what people are posting and how they
respond...
What should I say?
• Offer useful information for your audience
• Retweet relevant tweets
• Share posts on Facebook
• Make...
Can typed words on a screen
make a difference?
Definitely.
Social media helps people navigate
their way to Palmer
Lucie was going
to be a PT until
she learned
about chiropractic
on Facebook.
Razi first contacted
Palmer via Facebook
while in high school.
She plans to enroll
next year.
Alumni across the globe are mentoring
current and future students through
Palmer’s Facebook groups.
New students are planning meet-ups
with future fellow Palmer students to
get to know each other before
classes begin.
What it’s really all about:
Relationships.
Social Media = Opportunities
Opportunities
• Become part of a community of people
passionate about Palmer and chiropractic
• Find prospects you might n...
Our involvement tells our audiences that
Palmer is not only the leader, but that the
people at Palmer care about them and
...
Thank you!
Navigating the
Social Media Jungle
Minda Powers-Douglas
minda.powers@palmer.edu
Palmer College of Chiropractic
...
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
Navigating the Social Media Jungle for College Professionals
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Navigating the Social Media Jungle for College Professionals

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Learn about the usefulness of social media to college professionals--specifically those professionals at Palmer College of Chiropractic. This presentation is part of the Palmer Marketing & Communication Department's Best Practices Series

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Navigating the Social Media Jungle for College Professionals

  1. 1. Navigating the Social Media Jungle Minda Powers-Douglas Palmer College of Chiropractic Marketing & Communication October 2013 Best Practices Series
  2. 2. The question used to be: Should I use social media? Kevin.Lexblog.com
  3. 3. Now the question is: How do I do it better? - Jay Baer
  4. 4. - Erik Qualman, Socialnomics Social media is the #1 activity on the web
  5. 5. - Erik Qualman, Socialnomics
  6. 6. 1.1 billion Facebook users (as of July 14, 2013)
  7. 7. Social and Digital Media Revolution Statistics 2013 (video)
  8. 8. Social networking has changed how we … work communicate do business find information entertain ourselves
  9. 9. Social networking has changed how we … live
  10. 10. 5 reasons people use social media Edudemic.com As of Jan. 2013
  11. 11. Social media is changing the world • The world is smaller – connecting globally is easy • Traditional communication is ―old school‖ • We are no longer dependent on the news; we report it on our own
  12. 12. Review sites like Amazon, TripAdvisor and CollegeProwler empower us to give honest opinions
  13. 13. Now our voices can be heard • Comments • Videos • Likes • Sharing
  14. 14. We are empowered • Activism made easy • It’s no longer politics as usual Kony 2012 video
  15. 15. Social networking meets two primary human needs: 1. The need to belong 2. The need for self-presentation ReadWrite.com – Boston University Study
  16. 16. Social media has revolutionized customer service • Using social media to handle the bulk of customer inquiries is becoming standard practice • People want to see brands respond to them in a Facebook post or a tweet
  17. 17. Can you see the forest for the trees?
  18. 18. Conversations about you and your brand are going on all the time.
  19. 19. There’s no longer a division between the ―real world‖ and the online world.
  20. 20. But why would I need it for my job? • No matter what your role is for the College, you are a representative of Palmer • Social media can help you improve student and alumni relations as well as relationships with prospective students
  21. 21. But Why Would I Need It for My Job? • It’s where your audience lives • If you don’t embrace it, you risk becoming obsolete
  22. 22. Social networks give us the opportunity to offer excellent, personalized customer service at little to no cost and in a time-efficient manner.
  23. 23. How social media affects college recruitment and communications
  24. 24. ―1 in 3 colleges say social media is more efficient than traditional media in reaching their target audience.‖ - OnlineColleges.net, 8/9/12
  25. 25. ―92% of undergraduate admissions officers agree that SM is worth the investment … 86% plan to increase their investment in SM in the next year.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
  26. 26. ―78% of schools surveyed report that social media tools have changed the way they recruit.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
  27. 27. ―Reduced costs for traditional media are attributed to use of social media.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
  28. 28. Schools report less spending on traditional media • Printing – 33% less • Newspaper ads – 24% less • Radio/TV ads – 17% less - U of Mass. Dartmouth Center for Marketing Research, 2012
  29. 29. A stealth student ―is doing his or her own research into colleges or universities and doesn’t want to be contacted directly.‖ - OptimizeMyBrand.com
  30. 30. ―He or she is likely starting online and searching multiple sources of information (websites, reviews, magazine articles, social media, blogs …) to choose which schools meet specific criteria or expectations.‖ - OptimizeMyBrand.com
  31. 31. Where you can find Palmer
  32. 32. Navigating Palmer’s social media • Est. 2007 • Currently on: Facebook, YouTube, Twitter, Instagram, Pinterest, Flickr and Phanfare
  33. 33. Facebook 101 • Users create profiles • Connect with friends and acquaintances • Post and share links, thoughts, opinions, photos, video, events • Like things and comment
  34. 34. • To understand the expectations of our audiences • To monitor what people are saying about Palmer • People are going to social media to share their experiences and seek new ones • To take part in the conversation How could I use Facebook for my job?
  35. 35. Facebook Page (managed by Marketing)
  36. 36. West Campus Facebook Page (managed by Marketing)
  37. 37. Florida Campus Facebook Page (managed by Marketing)
  38. 38. Palmer Facebook Group 2,634 members (managed by Marketing)
  39. 39. Palmer Future Chiropractors Facebook Group 469 members
  40. 40. Connect on Facebook to … • Ask questions (and potentially get answers in real time via messaging or chat) • Get to know Palmer representatives • Interact with fellow future students • Interact with current students and alumni
  41. 41. Twitter 101 • Allows you to tweet (up to 140 characters) • ―A real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. (Twitter) • It’s about sharing
  42. 42. • To understand the expectations of our audiences • To monitor what people are saying about Palmer • People are going to social media to share their experiences and seek new ones • To take part in the conversation How could I use Twitter for my job?
  43. 43. Twitter @palmercollege (managed by Marketing)
  44. 44. Use Twitter for research and ideas
  45. 45. Use Twitter for research and ideas
  46. 46. YouTube 101 • Created in 2007 • Reaches more U.S. adults ages 18-34 than any cable network (Nielsen study) • 1,000s of channels are making 6 figures per year - YouTube.com
  47. 47. Just how big is YouTube? • More than 1 billion unique users visit each month • 6 billion+ hours of video are watch each month • 100 hours of video uploaded to YouTube per minute - YouTube.com
  48. 48. - YouTube.com YouTube is the second most popular search engine. - LinkedIn, PCG Digital Marketing and TechCrunch
  49. 49. Types of Videos People Like • Tutorials/How-to • Vlogs • Interviews • Top 5, 10 … • Reviews
  50. 50. The Power of YouTube • 75 videos • 86,346 views • 156 subscribers
  51. 51. Palmer’s blogs http://blogs. palmer.edu
  52. 52. Palmer blogs • Palmer Student Blogs • Alumni Blog • My Chiropractic Journey • David D. Palmer Health Sciences Library • On the Leading Edge of Chiropractic Science • Palmer Rugby Club
  53. 53. So I need social media, but … • How will I make time for it? • How do I manage it? • Where do I begin? • What will I say? SocialMediaTrainingSchool.com
  54. 54. 15 minutes on social media • Check e-mail for new Twitter or Facebook posts/ messages • Skim your news feed for posts of interest • Share or like posts by Palmer College • Post a photo to Instagram, Twitter or Facebook
  55. 55. Extra time? • Scan the Palmer main group and campus fan pages for questions to answer and conversations to join • Search for ―chiropractic‖ or other key words to find potential students • Post a question of the day/week (ex. How has chiropractic changed your life?)
  56. 56. How do I manage it? • Settings and notifications (so that you are notified via email when someone posts or comments) • Social media management system (i.e. Hootsuite or Tweetdeck, which are free) • Mobile apps (for iPhone, iPad, Android and others)
  57. 57. Where do I begin? • If you’re already on social media, start listening— watch what people are posting and how they respond • If you’re not, sign up • Contact Palmer’s Marketing & Communication Department for assistance or to create a plan
  58. 58. What should I say? • Offer useful information for your audience • Retweet relevant tweets • Share posts on Facebook • Make positive comments on posts and tweets • The more you listen, the more you’ll know what people are interested in
  59. 59. Can typed words on a screen make a difference? Definitely.
  60. 60. Social media helps people navigate their way to Palmer
  61. 61. Lucie was going to be a PT until she learned about chiropractic on Facebook.
  62. 62. Razi first contacted Palmer via Facebook while in high school. She plans to enroll next year.
  63. 63. Alumni across the globe are mentoring current and future students through Palmer’s Facebook groups.
  64. 64. New students are planning meet-ups with future fellow Palmer students to get to know each other before classes begin.
  65. 65. What it’s really all about: Relationships.
  66. 66. Social Media = Opportunities
  67. 67. Opportunities • Become part of a community of people passionate about Palmer and chiropractic • Find prospects you might never have met in person or through other means • Connect with people who can lead you to prospects
  68. 68. Our involvement tells our audiences that Palmer is not only the leader, but that the people at Palmer care about them and what they have to say.
  69. 69. Thank you! Navigating the Social Media Jungle Minda Powers-Douglas minda.powers@palmer.edu Palmer College of Chiropractic Marketing & Communication Best Practices Series

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