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Building Online Engagement Through Social Media

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Originally presented at the annual conference of the Great Lakes Association of College and University Housing Officers (GLACUHO) in November 2016. This session provides strategies for college student administrators using social media for student marketing and engagement.

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Building Online Engagement Through Social Media

  1. building Online Engagement through Social Media w/ Dr. @PaulGordonBrown
  2. @paulgordonbrown www.paulgordonbrown.com paulgordonbrown@gmail.com
  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. #ACUIRegionIV16 This session is Twitter-friendly. @paulgordonbrown
  5. 2 ways…
  6. 2 ways… engaging students online
  7. 2 ways… engaging students online role modeling & incorporating students
  8. engaging students online
  9. broadcasting
  10. engagement
  11. technology is a TOOL
  12. technology is also a CONTEXT
  13. You don’t Expert have to be an
  14. You might “STEP IN IT”
  15. teach doing Help students by take the leap with them.
  16. Don’t engage from a place of fear. They’re already in the house.
  17. Social Media Trends.
  18. What are your platf @paulgordonbrown
  19. What are your platf @paulgordonbrown
  20. 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
  21. 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
  22. 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
  23. 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
  24. 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
  25. Content Examples.
  26. 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
  27. Boston College
  28. 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.
  29. Departmental/ Divisional Example.
  30. Communication Infrastructure Communication Infrastructure Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  31. Centralized, Decentralized, or Hybrid Model
  32. Administrative Support? Campus Partners?
  33. involve students
  34. http://bit.ly/bsusmguide15 Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  35. Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  36. http://bit.ly/bsurccsmjd Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  37. 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
  38. http://bit.ly/bsusmmarketingworksheet Ed Cabellon, Ph.D. @EdCabellon www.EdCabellon.com
  39. Best practices.
  40. Who’s your audience?
  41. All students?
  42. A sub-population?
  43. Parents?
  44. Alumni?
  45. Stakeholders?
  46. Who’s your audience?
  47. example
  48. #BennyOnTheMove @paulgordonbrown
  49. Outcomes 1. Develop pride in the institution 2. Engage alumni and create cross- generational connections 3. Enhance sense of globalism, promote study abroad @paulgordonbrown
  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/
  51. GoalModified from Gross, 2014
  52. Be helpful? Be a champion? Provide information? Modified from Gross, 2014
  53. Identity ? Modified from Gross, 2014
  54. ? The royal “we?” Do we know who you are? Or is it a persona? Modified from Gross, 2014
  55. Formality Modified from Gross, 2014
  56. LOL 😃 👍 Thank you for your inquiry. ¯_(ツ)_/¯ Modified from Gross, 2014
  57. Tone Modified from Gross, 2014
  58. Playful? Sarcastic? Authoritative? Modified from Gross, 2014
  59. 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
  60. CONTENT IS KING
  61. Who’s content? developing your
  62. Matrix Topic Examples % ModifiedfromGross,2014
  63. 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
  64. CONTENT IS KINGCONTACT @paulgordonbrown
  65. followers… @paulgordonbrown contests? orientation? campaigns?
  66. sociallistening @paulgordonbrown@paulgordonbrown whatare studentssaying?
  67. jumponsocialtrends…
  68. Some final thoughts…
  69. Involve your whole team.
  70. Be good story tellers.
  71. Let your personality shine through.
  72. Encourage engagement on social media.
  73. role modeling and incorporating students
  74. ISTE STANDARDS FOR STUDENTS 2016
  75. 2016 ISTE Standards for Students
  76. Career Services Departments/Schools of Communication University Marketing Information Technology Alumni Unique Partnerships
  77. Everyone on campus can get involved…
  78. Digital Skills Workshops
  79. Digital Skills Workshops •Using design software •Developing a LinkedIn Presence •Using collaboration tools •Presentation software and delivery
  80. Educate for Digital Reputation
  81. Educate for Digital Reputation •Invite speakers •Offer professional headshot services •Encourage digital portfolio creation •Infuse concepts into the common read
  82. @paulgordonbrown
  83. Create spaces for application
  84. Create spaces for application •Host TEDx style talks •Engage with students online through official channels •Employ students as digital marketers and ambassadors
  85. some things to thinkabout
  86. it takes TIME
  87. Be consistent Be dedicated
  88. technology is NOT required EVERY time @paulgordonbrown
  89. Resources.
  90. .com
  91. @paulgordonbrown www.paulgordonbrown.com paulgordonbrown@gmail.com

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