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Beyond Likes, Towards Engagement: Connecting with Students via Social Technology

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Originally presented at the OrgSync Connect Users Conference in Dallas, TX in June of 2016. This session reviews ways you can use social technology to connect with students. How to develop a plan, how to staff it, how to generate content, and how to remain relevant.

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Beyond Likes, Towards Engagement: Connecting with Students via Social Technology

  1. BEYOND LIKES TOWARDS ENGAGEMENT Connecting with Students via Social Technology with Dr. @PaulGordonBrown CONNECT DALLAS, TX 2016
  2. So who is this guy? @paulgordonbrown
  3. Research Impact of social and digital technology on college student’s concepts of self. Presentations - Be. Act. Do. Digital Leadership. - Digital Social Justice - What Every Digital #SApro Should Do - Engaging With Students Online and With Social Media @paulgordonbrown
  4. #Connect16 This session is Twitter-friendly. @paulgordonbrown
  5. Goals for this session. Participants will be able to: 1.  Recall macro-level trends in social media adoption and use by college students 2.  Describe real-world examples of ways social media have been effective or ineffective at engaging students and why. 3.  Recognize shifts necessary in current marketing/engagement practices for the effective use of social media tools. 4.  Utilize specific strategies learned from the presenters and peers in their own practice and contexts.
  6. Outline. Social Media Trends Content Examples Divisional Example Best Practices Small Group Strategizing Q&A
  7. broadcasting
  8. engagement
  9. technology is a TOOL
  10. technology is also a CONTEXT
  11. You don’t Expert have to be an
  12. You might “STEP IN IT”
  13. 89% of adults 18-29 years old use social media 67% access it on mobile 98% of adults ages 18-29 are on the internet 70 70 70 43% 60% 89% 65+ 50-64 30-49 70 78% 18-29 social media use by age (Brenner, 2013; Brenner & Smith, 2013; Pew Internet Project, n.d.) younger generations are using the internet, social media, and mobile technologies at a high rate
  14. Social Media Trends.
  15. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn 23 3437 53 87 Social Media Platform Adoption (2014) 18-29 year olds Source: Pew Research Center Social Media Update 2104
  16. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Age comparison 18-29 yo 65+ yo Source: Pew Research Center Social Media Update 2104
  17. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Household income comparison Less than 30k/yr More than 75k/yr30k- 30k- 75k+ 75k+ 75k+ Source: Pew Research Center Social Media Update 2104
  18. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Race comparison White Hispanic Black Black Black Black White White Source: Pew Research Center Social Media Update 2104
  19. 0 25 50 75 100 Facebook Instragram Twitter Pintrest LinkedIn Social Media Platform Adoption (2014) Sex comparison Men Women Women Women Men Women Men Source: Pew Research Center Social Media Update 2104
  20. Content Examples.
  21. Outcomes 1. Develop relationships with your students 2. Develop community 3. Model appropriate online behavior 4. Customer service 5. Marketing and information sharing 6. Reading student culture/discourse
  22. Boston College
  23. Outcomes1. Point out hurtful comments and problematic behavior. 2. Describe the negative effects of hurtful comments on target groups. 3. Modify their own behavior. 4. Create a more welcoming campus climate. 5. Encourage student action.
  24. Divisional Example.
  25. Communication Infrastructure
  26. http://bit.ly/bsusmguide15
  27. http://bit.ly/bsurccsmjd
  28. integrated marketing team managers Kath Bukis Print Shop Manager Chloe Corsi Manager Catherine O’Malley BSUlife.com Editor in Chief Jessica Laudati Design Team Manager Emily Cohn Video Team Manager Laura Lawton Social Media Manager 5 5 7 5 6 2
  29. http://bit.ly/bsusmmarketingworksheet
  30. Outcomes 1. Provide proper infrastructure for sustainability. 2. Determine social media’s role in overall division/department communication strategies. 3. Educate departments using one divisional approach as a guide. 4. Utilize student staff to actualize strategy. (Staff)
  31. Best practices.
  32. istock / getty images Centralized Decentralized or Hybrid Model
  33. istock / getty images Administrative Support? Campus Partners?
  34. Who’s your audience?
  35. All students?
  36. A sub-population?
  37. Parents?
  38. Alumni?
  39. Stakeholders?
  40. Who’s your audience?
  41. What’s your G.I.F.T.? Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/
  42. GoalModified from Gross, 2014
  43. Be helpful? Be a champion? Provide information? Modified from Gross, 2014
  44. Identity ? Modified from Gross, 2014
  45. ? The royal “we?” Do we know who you are? Or is it a persona? Modified from Gross, 2014
  46. Formality Modified from Gross, 2014
  47. LOL ! " Thank you for your inquiry. ¯_( )_/¯ Modified from Gross, 2014
  48. Tone Modified from Gross, 2014
  49. Playful? Sarcastic? Authoritative? Modified from Gross, 2014
  50. What’s your G.I.F.T.? Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/ Goal Identity Formality Tone
  51. CONTENT IS KING
  52. Who’s content? developing your
  53. Matrix Topic Examples % ModifiedfromGross,2014
  54. Topic Examples % Leadership Articles Found on the Web; Added to our blog from student class assignments 40% Highlights Profiles of staff, student leaders, and highlights of student organizations 30% Pride Photos Photos of our mascot, photos from events 10% Deadlines Informational: org fair sign-ups, last day of classes, last day to drop classes 20% Modified from Gross, 2014
  55. Small Group Strategizing
  56. some things to thinkabout
  57. it takes TIME
  58. Be consistent Be dedicated
  59. social media is NOT required EVERY time @paulgordonbrown
  60. Resources.
  61. .com
  62. @paulgordonbrown www.paulgordonbrown.com paulgordonbrown@gmail.com

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