The document summarizes a presentation by James Horigan on the changing social media landscape and opportunities for success. It discusses how smartphones are replacing conventional computers, the rise of platforms like Facebook, Twitter, Instagram and YouTube. It also addresses questions around how colleges can best connect with and track students through social media and whether a good website is enough without social engagement.

1. Hannon Hill User Conference
Beyond Facebook
James Horigan, Digital Wave
A frank conversation about the rapidly changing
social media landscape and where the opportunities
for success are.
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2. INTRODUCTIONS
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3. Introductions
James Horigan
– Co-founder, Digital Wave, incorporated 1993
• www.digitalwave.com
• www.facebook.com/digitalwaveweb
– Executive VP/Business Development, Antech Systems
• www.antechsystems.com
– Developmental Strategist, CustomViewbook.com
• www.customviewbook.com
• www.facebook.com/digitalwaveweb
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4. A SOCIAL MEDIA DISCUSSION
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5. 5

6. Are conventional computers becoming obsolete?
―I read all of my e-mail messages on my
phone first. If I need to follow-up or send a detailed
response, I‘ll open it up and respond to it on my computer
when I get home.‖
http://www.cappex.com/media/digitalMobile2012.pdf
―According to Nielsen, 58
percent of American
teens between 13 and 17 now have a
smartphone -- that's a big jump from 36 percent a year
earlier…‖
http://www.engadget.com/2012/09/10/nielsen-more-than-half-of-us-
teens-now-own-smartphones/
Teenage Student, 2012
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7. 7

8. Which social network should you watch?
– Facebook: Launched Feb. 2004
• 955 million users (Jul. 2012)
– YouTube: Launched Feb. 2005
• 490 million users (Feb. 2012)
– Twitter: Launched Mar. 2006
• 500 million users (Apr. 2012)
– Instagram: Launched Oct. 2010
• 30 million users (Apr. 2012)
As reported by each company
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9. Do students like to be contacted through social media?
but that‘s my
―Colleges say, ‗Like us on Facebook‘ —
personal time, I‘d rather not. I‘d like to find a
time in my day where I don‘t think about the college
process.‖
http://thechoice.blogs.nytimes.com/2011/09/26/technology-in-admiss/
High school senior, NACAC panel
member, 2011 9

10. How broadly should you reach out?
‖‘You have to be nimble and not get emotionally invested in
Send the same message to
one approach,‘ …
multiple sites, and students are likely to
feel besieged. Rely on e-mail, though, and
important messages may go unread.‖
http://chronicle.com/article/Digitally-Savvy-Students-
Play/134224/?cid=wb&utm_source=wb&utm_medium=en
Rebecca E. Ramsport, social media
specialist, Chronicle of Higher
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Learning Sept. 10, 2012

11. How do you track your social media presence?
Of MBA programs from top business schools…
– All 70 promoted themselves on Facebook
– 96% promoted themselves on Twitter
– 87% promoted themselves on LinkedIn
– 65% DON‘T track which platform
produces applications
http://www.usnews.com/education/best-graduate-schools/top-business-
schools/articles/2012/07/25/study-mba-programs-dont-connect-social-media-
dots
University of Massachusetts –
Dartmouth, Jul 25, 2012 11

12. How can colleges use Instagram to
connect with students?
―[Instagram] is not a great
platform if you‘re trying to
drive traffic to another place. The only
engagement you can get is a ‗like‘ or comment.‖
http://link.highedweb.org/2012/06/all-caps-instagram/
Bruce Floyd, social media specialist,
University of Florida 12

13. Are there any indicators a student will succeed after college?
―[Apple] figured out early that educational discounts are a way to get
These are
early adopters, tech-savvy users, to use their products.
future business leaders who are more likely to
become loyal customers.‖
http://www.fastcompany.com/1842475/how-woo-students-and-influence-early-
adopters
Atle Skallberg, CEO of
StudentUniverse.com, Jul. 12, 2012 13

14. What is the best way to first contact prospective students?
Cappex.com, 2012
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15. Where is Facebook used the most?
Facebook.com, 2010
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16. What are the top 5 social media colleges?
1. Johns Hopkins University
FB Likes: 16,976
2. Harvard University
FB Likes: 1,281,596
3. University of Notre Dame
FB Likes: 52,569
4. Ohio State University
FB Likes: 407,848
5. Columbia University in the City of New York
FB Likes: 33,321
Student Advisor (Feb. 2, 2012)
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17. Is a good website enough to attract students?
―The lack of engagement for the students can make them
Even a good web
feel like the school doesn‘t care.
page is useless if there aren‘t features that
include one-on-one connection.‖
http://mashable.com/2012/02/03/higher-education-social-media/
OnlineUniversities.com, Feb. 3, 2012
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18. Continue the Conversation
Group on LinkedIn: tinyurl.com/BeyondFacebookHH
Follow James: @jameshdw
Follow Digital Wave:@DigitalWaveTech
Facebook.com/DigitalWaveWeb
Thank you for attending.
Return to Beginning | Quit Presentation
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