The document discusses how the Federal Student Aid office is using social media to expand its outreach to students. It aims to increase student engagement and provide financial aid information in accessible ways through platforms like Facebook, Twitter, YouTube, and Visual.ly. It also details how social media is being integrated into customer service initiatives like the #AskFAFSA Office Hours. The document reviews positive and negative feedback identified through social media listening in January 2013. Positives included appreciation for FSA's work and multimedia efforts, while negatives covered concerns like rising college costs and confusing elements of the FAFSA process. Suggestions were provided on how to address issues raised in the feedback.

1. Federal Student Aid and the
Role of Social Media
Susan Thares| 2.25.2013

2. Why FSA is using social media..
• Expand our reach to customers
• Increase student engagement
• Create options for students to get information in the way
it’s most meaningful to them
• Be the most trusted source of financial aid information
• Integrate it into customer service delivery
2

3. Increase FSA’s reach to
customers
3

4. StudentAid.gov Homepage
4

5. Facebook
www.facebook.com/FederalStudentAid
5

6. Twitter
www.twitter.com/FAFSA
6

8. YouTube
www.youtube.com/FederalStudentAid
8

9. http://www.youtube.com/watch?v=JQxorQ9s_pY&list=PL23B9A23CD8DD
82DD&index=3

10. Visual.ly
www.visual.ly/users/FederalStudentAid
10

11. Infographics
11

12. Increase Student
Engagement
12

13. Visuals Visuals Visuals!
13

14. Mobile
14

15. #AskFAFSA Office Hours
• Integrates social media and
customer service
• Different topic each month
• Tweet questions using
#AskFAFSA
• SMEs available to answer
questions live
• Summarize for those not Presenter Name | #.#.2012
able to attend

16. January #AskFAFSA Office Hours
146
Questions answered during January
#AskFAFSA Office Hours

17. Storify www.storify.com/FAFSA
Presenter Name | #.#.2012

18. Leverage FSA content for
you own Facebook, Twitter
and YouTube Accounts
18

19. Like My Mother Always Said…
Sharing is Caring
19

20. Add the @FAFSA Stream to Your Site
Go to: http://twitter.com/widgets (must be logged in)
COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by
@FAFSA</a>
<script>!function(d,s,id){var
js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.paren
tNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script>
20

21. Embed our YouTube Videos In Your Site
21

22. Embed our Infographics In Your Site
Go to: http://visual.ly/users/FederalStudentAid
22

23. StudentAid.gov/Resources
23

24. IFAP – Tools for Schools

25. Social Media Toolkit

26. Social Media Customer Listening
January 2013
FSA Digital Engagement Group

27. Highlights
• Positive
• The Work We Do is Important
• People are Impressed by FAFSA Enhancements
• Increased Focus on Multimedia is a Hit
• Social Media Helps Us Identify Issues Faster
• Our Customers Appreciate us Engaging them via Social
• Negative
• Concerns Over the Rising Cost of College
• FAFSA.com confusing students
• Wording on pin.ed.gov confuses students
• Information Gaps
• Miscellaneous

28. Positive Feedback

29. The Work We Do is Important
29

30. People are Impressed by FAFSA Enhancements
30

31. Increased Focus on Multimedia is a Hit

32. Social Media Helps Us Identify Issues Faster
Context: FAFSA.gov had unexpected issues on 1/22/13

33. Our Customers Appreciate us Engaging them via Social

34. Our Customers Appreciate us Engaging them via Social

35. Our Customers Appreciate us Engaging them via Social

36. Negative Feedback

37. Concerns Over the Rising Cost of College
Suggestions for improvement: The larger issue is something that needs to be addressed by the administration. However, Customer
Experience can do our part by offering a scholarship search to help students identify ways to pay, educating students about
responsible borrowing & encouraging students to plan. Financial aid planning is only going to become more important as costs
continue to rise and our programs become more limited (Pell LEU, 150%, etc. )

38. FAFSA.com confusing students
Suggestions for improvement: The frequency of these complaints is very alarming. Work with OGC to have FAFSA.com redirected to
FAFSA.gov. The VA just won a similar case against GIBill.com. Now there is precedence.

39. Wording on pin.ed.gov confuses students
Suggestions for improvement: Provide a bit more context. “You
have the option to create your own PIN. Otherwise, we will
randomly assign you a PIN.” We have gotten similar complaints in
the past about the wording for “Request a Duplicate PIN.” On
most sites, when it comes to passwords/pins, you often see it
worded, “Forgot your PIN?”

40. Despite repayment flexibility, borrowers still struggling
Suggestions for improvement:
Our repayment plan options are becoming
more and more specific, and therefore,
confusing. Sometimes the hardest part about
choosing a repayment plan is figuring out
whether you even qualify. The improvements
to FACT may begin to address this, but it is
important for borrowers to be able to compare
their options based on their specific situation.
Some way for them to plug their NSLDS data
in, first see what repayment plans they would
even qualify for, and then offer them a side-by-
side comparison, that includes monthly
payments, interest rates, etc., so they can
make the best decision for their situation.

41. Information Gaps
Selective Service: Add help topic to FOTW. Parents without SSNs: Understand there are sensitivities. Need
more info as to what is currently available, but issue comes up
pretty frequently.
Deferred Action for Childhood Arrivals: DACA is new. Estimating: Add specific steps on how to estimate
Suggest adding this info to eligibility section of to StudentAid.gov.
StudentAid.gov. Maybe in a highlight box?

42. Miscellaneous
Suggestions for improvement: Improvements have
been made for 2013-14. Continue to monitor this
and route any issues to the FAFSA team.
Suggestions for improvement: Develop a process
for routing compliance complaints against schools.
Suggestions for improvement: Improve
communication to customers about loan transfers.
Make information available on StudentAid.gov.

43. Questions?