Building Online Engagement Through Social Media

Paul Brown
Paul BrownHigher Education Scholar, Educator, and Speaker
building
Online Engagement
through
Social Media
w/ Dr. @PaulGordonBrown
@paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com
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
#ACUIRegionIV16
This session is Twitter-friendly.
@paulgordonbrown
2 ways…
2 ways…
engaging
students
online
2 ways…
engaging
students
online
role modeling &
incorporating
students
engaging
students
online
broadcasting
engagement
technology is a
TOOL
technology
is also a
CONTEXT
You don’t
Expert
have to be an
You might
“STEP IN IT”
teach
doing
Help
students by take the
leap with
them.
Don’t engage
from a place
of fear.
They’re
already in
the house.
Social Media Trends.
What are your platf
@paulgordonbrown
What are your platf
@paulgordonbrown
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
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
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
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
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
Content Examples.
Building Online Engagement Through Social Media
Building Online Engagement Through Social Media
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
Boston College
Building Online Engagement Through Social Media
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.
Departmental/
Divisional Example.
Communication
Infrastructure
Communication
Infrastructure
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
Centralized,
Decentralized,
or Hybrid Model
Administrative Support?
Campus Partners?
involve students
Building Online Engagement Through Social Media
http://bit.ly/bsusmguide15
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
http://bit.ly/bsurccsmjd
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
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
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
http://bit.ly/bsusmmarketingworksheet
Ed Cabellon, Ph.D.
@EdCabellon
www.EdCabellon.com
Best practices.
Who’s your audience?
All students?
A sub-population?
Parents?
Alumni?
Stakeholders?
Who’s your audience?
example
#BennyOnTheMove
@paulgordonbrown
Outcomes
1. Develop pride in the institution
2. Engage alumni and create cross-
generational connections
3. Enhance sense of globalism, promote
study abroad
@paulgordonbrown
What’s your G.I.F.T.?
Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/
GoalModified from Gross, 2014
Be helpful?

Be a champion?

Provide information?
Modified from Gross, 2014
Identity
?
Modified from Gross, 2014
?
The royal “we?”

Do we know who you are?

Or is it a persona?
Modified from Gross, 2014
Formality
Modified from Gross, 2014
LOL 😃 👍

Thank you for your inquiry.

¯_(ツ)_/¯
Modified from Gross, 2014
Tone
Modified from Gross, 2014
Playful?

Sarcastic?

Authoritative?
Modified from Gross, 2014
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
CONTENT IS KING
Who’s
content?
developing your
Matrix
Topic Examples %
ModifiedfromGross,2014
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
CONTENT IS KINGCONTACT
@paulgordonbrown
followers…
@paulgordonbrown
contests?
orientation?
campaigns?
sociallistening
@paulgordonbrown@paulgordonbrown
whatare
studentssaying?
jumponsocialtrends…
Some final
thoughts…
Involve your
whole team.
Be good
story tellers.
Let your
personality
shine
through.
Encourage
engagement on
social media.
role modeling
and
incorporating
students
ISTE STANDARDS
FOR STUDENTS
2016
2016 ISTE Standards for Students
Building Online Engagement Through Social Media
Building Online Engagement Through Social Media
Building Online Engagement Through Social Media
Career
Services
Departments/Schools
of Communication
University
Marketing
Information
Technology
Alumni
Unique
Partnerships
Everyone
on campus
can get
involved…
Digital
Skills
Workshops
Digital
Skills
Workshops
•Using design software
•Developing a LinkedIn
Presence
•Using collaboration
tools
•Presentation software
and delivery
Educate for
Digital Reputation
Educate for
Digital Reputation
•Invite speakers
•Offer professional
headshot services
•Encourage digital
portfolio creation
•Infuse concepts into the
common read
@paulgordonbrown
Create spaces for
application
Create spaces
for application
•Host TEDx style talks
•Engage with students
online through official
channels
•Employ students as
digital marketers and
ambassadors
Building Online Engagement Through Social Media
Building Online Engagement Through Social Media
Building Online Engagement Through Social Media
some things to
thinkabout
it takes
TIME
Be consistent
Be dedicated
technology
is NOT
required
EVERY
time
@paulgordonbrown
Building Online Engagement Through Social Media
Resources.
.com
@paulgordonbrown
www.paulgordonbrown.com
paulgordonbrown@gmail.com
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