Presentation delivered on a webinar for the CEANY.

1. THERE ARE NO GURUS
A FEW DO’S AND DON’TS FOR SOCIAL
MEDIA

2. WHY THAT NAME FOR THIS
PRESENTATION?
• I’m not really that smart
• There’s too much to know
• The field is changing so rapidly
• Those who calls themselves gurus or experts are selling
something.

3. A FEW GROUND RULES
• Some of what you hear will sound contradictory
• None of what you hear is “THE right answer.”
• Some of what you hear will probably be invalid in 6 months
• I’m not going to recommend you use any particular platform
• Your mileage may vary

4. WHY SOCIAL MEDIA?
…BECAUSE THE PEOPLE YOU WANT TO REACH
ARE THERE. AND THEY’RE TALKING ABOUT YOU.

5. Want to know if people are thinking of transferring?
Having problems at school? Problems registering for
class?
Want to know if a student is really excited about
getting accepted?
The pulse of the campus is out there. Right now. in
real-time.
IT’S ON SOCIAL MEDIA

6. SOCIAL MEDIA IS A
TACTIC…NOT AN OBJECTIVE
• Don’t just “do social media” to “do social media.”

7. HAVE GOALS
• What are your goals? Recruitment? Increased Enrollment?
More Likes?
• Pick a goal, then figure out best platform to help achieve
that goal.
• Numbers are nice, results are better

8. REMEMBER
BUFFALO
SPRINGFIELD
STOP!…EVERYBOD
Y LOOK WHAT’S
GOING DOWN

9. YOU CAN’T DO IT ALL

11. FIND A FRIEND
• Someone who can help you learn
• An advocate for your cause to others on campus
• Maybe lots of someones
• Get S.M.U.G., if you can.
Find cheap student labor

13. DON’T LINK YOUR ACCOUNTS
• People will catch on
• If you catch an error & delete post from one, do you remember to
delete from the other?
• Different social media outlets treat content differently.
• Different audiences receive content differently.

14. BE PROACTIVE. BE
RESPONSIVE.
• Don’t ignore your page
• Post Regularly
• Provide answers
• Even the tough stuff.
• It’s okay to say “I don’t know. I’ll look into that for you.”
• If you’re not talking someone else is doing it for you

15. BE CONVERSATIONAL
• Write in English, skip the jargon
• Social Media is not a press release or a white paper or a
dissertation
• Be lighthearted (where appropriate)
• Start conversations, don’t just react.
• Ask questions.

16. BE AUTHENTIC
• Don’t try to be something you’re not.
• “Authenticity builds credibility slowly, but shameless promotion
can destroy it quickly.”*
• Use the resources at your disposal to build that credibility.
• You don’t need to hit people over the head w/ marketing
messages or admissions deadlines.
*Greg Perfetto & Jeff Arnold of AdmissionsLab.com

17. DON’T BE RUDE
• It only takes a minute to become a meme
• Ocean Marketing
• Even the rude people on your page most likely just want a
response

18. WE ARE ALL
IN A
CUSTOMER
SERVICE
BUSINESS
USE SOCIAL MEDIA
TO GIVE YOUR
CUSTOMERS GOOD
SERVICE

19. DON’T RUN FROM YOUR MISTAKES

20. WATCH. EXPLORE. MEASURE.
• Don’t just plunge in headlong. Observe first.
• Your communities will tell you what they want. Listen.
• Use the stats functions of different platforms
• Google Analytics
• Consider a service, if you can afford it.
• Hootsuite, Radian 6, IceRocket

21. BUT IT’S NOT IN MY JOB DESCRIPTION!

22. ADD IT TO YOUR JOB DESCRIPTION
• “When am I going to do my work?”
• THIS IS YOUR WORK!
• Carve out 15 minutes in the morning and/or afternoon.
• Or try the Google approach- 50 min work followed by 10 min.
of putting out fires.
• Increases your value to your organization

23. • You can only learn from the experience
• What will it really have cost you? Social Media is cheap
• You’ll still seem cool and edgy
DON’T BE AFRAID TO FAIL

24. QUESTIONS? COMPLAINTS?
COMMENTS?
DAVE TYLER
585.395.2306
@DTYLER321
DTYLER@BROCKPORT.EDU