Originally presented at the 2015 NASPA International Convention.

1. University driven social media:
For
not just
Engagement
Brodcasting
w/ Paul Brown
and Craig Bidiman

2. Craig Bidiman
Graduate Assistant
UMass Amherst
www.craigbidiman.com
craigbidiman@gmail.com
@crigbididman
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com

3. #SAsocial
This session is Twitter-friendly.
@paulgordonbrown
@crigbididman

4. 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 that a fundamental shift in marketing/
engagement practices might be necessary for
effective engagement.
4. Utilize specific strategies learned from the
presenters and peers in their own practice and
contexts.

5. Outline.
Social Media Trends
Examples
A Philosophy and Framework
Small Group Strategizing
Q&A

6. broadcasting

7. engagement

8. social media is a
TOOL

9. social media
is also a
CONTEXT

10. You don’t
Expert
have to be an

11. Social Media Trends.
#SAsocial

12. 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

13. 0
25
50
75
100
Facebook Instagram Twitter Pinterest LinkedIn
23
3437
53
87
Social Media Platform Adoption (2014)
18-29 year olds
Source: Pew Research Center Social Media Update 2104

14. %
68
% have been the target
of repeated unwanted
contact online
79
%
utilize different social networking
sites to reach different audiences
(Kimball, Bidiman, Ruiz Mau, in progress)
We surveyed 3,500 students
at UMass Amherst on social
media & campus climate...
would research an unknown topic
their friend posted about in order
to understand their point of view.90
70
%
have taken the action
to block or report that
person/account

15. %
29%
feel comfortable intervening in instances
of cyberbullying directed at their friends
12
%
feel comfortable reaching out to
a friend about a concerning post
We surveyed 3,500 students
at UMass Amherst on social
media & campus climate...
(Kimball, Bidiman, Ruiz Mau, in progress)
62
alter or censor their language to avoid
potential controversy with their audience

16. Examples…
#SAsocial

18. 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

19. 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.

20. Philosophy and
Framework.

21. Social Media
Strategy
#SAsocial

22. to popular belief...
CONTRARY

23. SOCIAL MEDIA
doesn't just happen...

24. It starts with
A PLAN

25. It takes
TRUST #SAsocial

26. TEAM
And a
#SAsocial

27. DEDICATION
And a lot of

28. & ERROR #SAsocial
TRIAL

29. be FEARLESS #SAsocial

30. RESEARCH
your audience #SAsocial

31. Who’s your audience?

32. All students?

33. A sub-population?

34. Parents?

35. Alumni?

36. Stakeholders?

37. Who’s your audience?

38. What’s your G.I.F.T.?
Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/
#SAsocial

39. GoalModified from Gross, 2014
#SAsocial

40. Be helpful?
Be a champion?
Provide information?
Modified from Gross, 2014

41. Identity
?
Modified from Gross, 2014
#SAsocial

42. ?
The royal “we?”
Do we know who you are?
Or is it a persona?
Modified from Gross, 2014

43. Formality
Modified from Gross, 2014
#SAsocial

44. LOL ! "
Thank you for your inquiry.
¯_( )_/¯
Modified from Gross, 2014

45. Tone
Modified from Gross, 2014
#SAsocial

46. Playful?
Sarcastic?
Authoritative?
Modified from Gross, 2014

47. 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#SAsocial

48. #SAsocial

53. CONTENT IS KING

54. Who’s
content?
developing your
#SAsocial

55. Matrix
Topic Examples %
ModifiedfromGross,2014

56. 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
#SAsocial

57. Small Group Strategizing
#SAsocial

58. some things to
thinkabout

59. it takes
TIME

60. Be consistent
Be dedicated

61. social media
isNOT
required
EVERY
time
#SAsocial

62. Resources.
#SAsocial

65. #SAsocial

66. #SAsocial

67. Craig Bidiman
Graduate Assistant
UMass Amherst
www.craigbidiman.com
craigbidiman@gmail.com
@crigbididman
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com

68. University driven social media:
For
not just
Engagement
Brodcasting
w/ Paul Brown
and Craig Bidiman