ILS Social Media Report

1 ILS Social Media Strategy
ILSILSSOCIAL MEDIA STRATEGY REPORT

2 ILS Social Media Strategy 3 ILS Social Media Strategy
OVERVIEW
Information&LibraryScience
SocialMediaStrategyReport
Summary --------------------------------------------------------------
Current Social Media Presence ----------------------------------------
SWOT Analysis ---------------------------------------------------------
Goals -------------------------------------------------------------------
Target Audiences ------------------------------------------------------
Listen ------------------------------------------------------------------
Strategy &Tactics ------------------------------------------------------
Application of Strategy by Channel -----------------------------------
Facebook ------------------------------------------------------------
Blog -----------------------------------------------------------------
Pinterest -------------------------------------------------------------
Monitoring ------------------------------------------------------------
Evaluating andTuning ------------------------------------------------
Budget ----------------------------------------------------------------
Return on Investment ------------------------------------------------
Twitter --------------------------------------------------------------
LinkedIn -------------------------------------------------------------
Instagram -----------------------------------------------------------
TABLEOFCONTENTS
ExecutiveSummary
•Information and Library Science (ILS) is a highly ranked program that is
undergoing many changes including merging and rebranding with the School
of Informatics and Computing, and establishing a brand new, trendy Data
Science degree.
•Social media research in college recruitment shows that it is one of the most
important tools for choosing a school.
•ILS has a presence on a handful of social media networks, but there has
not been a defined strategy with these accounts, which has left some of these
accounts abandoned and unactive.
•Competiting schools seem to have been recently getting up to pace on utilizing
their social media, and we do not want to fall behind.
•By posting helpful, thought provoking, and engaging updates, our social
media can be a go to tool for current students, a way for parents to keep up and
brag about their children’s accomplishments, a way for alumni to keep engaged
in the department, and for creating the best showcase of how our department
operates to attract prospective students.
•With the combination of social media savvy staff, a supportive management
who is trusting of staff, industry leading faculty, and a highly reputable product,
we have a great foundation for creating a successful social media campaign.
•Allocating a portion of staffs time every week dedicated to our social media
campaign by monitoring, curating, creating and posting, we will implement
an exploratory campaign with obtainable benchmarks to help establish an
online community
•Once our first exploratory campaign reaches completetion, I envision a much
larger and engaged community across all of our social media, and begin to see
the return on our investment. We will then know what worked and what didn’t,
and can use this information to create bigger content creation and campaign
strategies.
•Before the second campaign begins, the department will need to make a
decision on how to deal with the increased work that comes along with a
successful social media community.
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ILSSummary
The Information & Library Science Department (ILS) is a deparment housed in the School of
Informations and Computing. The department, ranked #8 in the country among similar
programs, hosts three masters programs in Data Science, Library
Science and Information Science. The department also is home to an arrray of
certificates, specializations, dual-degrees and even a Ph.D. in Information Science.
The Department of Information and Library Science is committed to excellence and
innovation in the education of librarians and other information professionals, the
creation of knowledge, and service in a diverse and changing global information
environment.
The ILS department have been around for more than a half century and have
graduated almost 8,000 students in that time. Its alumni are to be found all across the
United States and worldwide, holding various leadership positions.(1)
CurrentSocialMediaPresence
-Cara Rousseau, social media manager Duke University
A REAL INSIGHT
I think that using these tools and platforms gives students
into what colleges are all about
“
“

Twitter: The @iuils Twitter account has 190 followers, and follows 219 accounts.
The account is fairly active, with about ~5 posts a week. These posts range from
campus events, interesting storys and fun memes. There is a little bit of Twitter
engagement, but nothing substantial. Sentiment on the Twitter page is divided. We
have some students who are positive, but some who are very negative, mostly about
the merger. Specifically, one individual who is very vocal on Twitter with his negative
opinions of the merger and ILS policies. Previous engagement normally has come
from other IU Twitter handles. There is also a program divide when an different source
runs the IU Data Science Twitter page.
Blog: The ILS student run blog (http://ilsblog.soic.indiana.edu/) has about two
updates a month. The blog posts are created by student workers, and generally about
campus events and to get news across to students. It serves a function similar to
press releases. Comments are enabled, but there is no conversation on the posts. A
major challenge of the student blog is students not having time to designate to writing
consistent posts.
Instagram: The @iuils Instagram account has 16 followers and they follow 8
accounts. The account has 26 posts consisting of IU scenery and faculty spotlights
with no engagement among its followers. A challenge is not having much original
visual content to post on a regular basis.
Currently, ILS is active or owns accounts on six social media channels; Facebook,
Twitter, LinkedIn, Pinterest, Instagram and a student run blog. The channels range
from active to dorminant in this order -
Facebook: The ILS Facebook account has a large audience, 1668 followers, with
over 1400 of these followers logging onto Facebook weekly. The previous 15 posts
have had their reach range from 89-1280 people. 58% of the followers are women
and 42% women. Breaking down the these demographics even more, the three larg-
est age groups are 25-34 (39%), 35-44 (20%) and 18-24 (17%), making up 76% of all
ILS Facebook fans(2) . New content (links, news stories and campus announcements) is
posted roughly once a day. There is a small amount of engagement, but nothing
substantial, mostly from other IU departments.
of students reported
using social media to
research schools68%
of students reported
being influenced by
school’s social media
engagement48%
(1) Nielson
of people value and
believe earned media
of traditional media.92%

SWOTAnalysis
STRENGTHS WEAKNESSES
Facebook, Twitter, LinkedIn and
Pinterest all have larger followings.
Staff that are social media users and
similar to target audiences.
Access to analytical tools
Diverse set of social media channels.
Instant credibility and respect because
of product.
Reputable product that is highly
ranked.
Influential industry personas at our
finger-tips.
Product already gives sense of
community identification
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Little to no visibility for Instagram and
Blog.
Little to no engagement and
communication between followers
and social networks.
Lack of video and Youtube presence.
Lack of content that promotes
converstation and engagement
Unfamiliarity with LinkedIn and
Pinterest.
Social media pages ran by multiple
people with different agendas.
Small budget and little time.
Brand image diminshed by negative
reactions to merger.
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OPPORTUNITIES THREATS
Large audiences ready to be used. Other departments SNS presence.
Target audiences can be found on
specific channels (women - Pinterest,
alumni - LinkedIn, students - Twitter, all
demos - Facebook).
Competitors seem to be falling behind
with their social media.
Opportunity to re-engage alumni into
the department.
Improve image of the department and
the department by showing that ILS
has power withing SoiC.
Showcase our students and alumni.
Improve visability and credibility by
having alumni, students, and
prospective students engage.
Generate engagement from students
to receive valuable input on the
department.
New emerging online educational
programs
Other programs with more resources
devouted towards social media
marketing
Social media networks at an evolving
species, get behind curve.
Negative PR from followers
engagements.
Merger could fuel negative
engagement from alumni and stu-
dents who have shown dissatisfaction
previously
Using social media in an unorganized
or thought way could hurt reputation
and admission numbers.
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Listen
“
The degree is expensive and the
market is saturated. Is the ILS degree
worth the debt, time and effort?
“
What does the merger mean for ILS? How
does IU’s ILS department
compare to similar university’s?
“
Where are you graduates now? Can I
speak to them, current students and pro-
fessors?
We want to experiment with social media
as a means of attracting new students to
the department
-consumers
-consumers
-consumers
-department
Pinterest: The ILS Pinterest has 335 followers and over 100 posts. The board
was utilized very similar to ILS’s Instagram account, with faculty spotlights, but also
included a fair amount of article and information sharing. The channel used to be very
active, but hasn’t been active in 10 weeks. Previously, when active, the board was run
by a former member of the ILS staff, and since her departure, the Pinterest board has
been unused.
LinkedIn: There is a professional LinkedIn group. It originally served as way to
connect alumni back to the department, but after an intial post, there was no
engagement, so the group was shelved due to unfamiliarity with the platform. Cur-
rently, the group has 81 members. As with the Twitter account, there is a seperate
LinkedIn account for the Data Science program.

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GoalsandStategies
While social media can provide a means to achieve many problems, the ILS
department’s primary end goal is to help the department increase the number of applica-
tions. This is a very broad and obvious goal. To achieve this goal, the department will
need to break it down into smaller, more obtainable goals.
Two smaller goals include:

1. Increase brand image, value, transparency and reputation
2. Create a community of alumni, current students and prospective
students on social media where they can interact, contribute and engage
As talked about in the executive summary, the key to social media success is earned
media. By building and implementing tactics that keep the previous two goals at the
forefront of plans of action and have measurable goals, they will work cohesively to
build our brand army and earn us valuable earned media, helping us hit out large goal
of increasing the number of applicants into ILS.

TargetAudiences
When determining target market personas, we have to consider three factors:

•Relevance - People who have a need for the product
•Constraints - People who do not have hurdles acquiring the product, like lack of
money and no previous education
•Interest - People who are interested in learning about the product
Our optimal audience would be people who meet all three criteria. However, I believe
this would limit our reach, and that we should also go after secondary optimal target
audiences, who meet two of the three factors. See the graph on the next page to
visualize the target audiences for ILS.

Family - This demographic has no constraints and high interest in the our product due
to their children being students, but the degree itself is not revevant to them. This
demographic is older, wealthier, and less technology saavy. The target here is
specifically mothers, so female would be our target demographic as well.
Relevance
No
Constraints
Interest
ALUMNI
PROSPECTIVE
STUDENTS
CURRENT
STUDENTS
FAMILY
Alumni - This demographic hits the same two factors as the family demographic. They
have no constraints, as they already aquired our degree, high interest due to being an
alumni, but they do not need our degree because they already have it. This
demographic is stretches from 25-50, highly educated, wealthy, more technology
saavy than the family persona.
Prospective Students - This demographic has high interest in our degree and need a
degree, but do not have money to acquire our product. This demographic is much
young (18-25), have little money, technology saavy and hold a bachelor’s degree.
Current Students - This demographic meets all three of our target factors. They are
already in the program (meaning no contraints from holding them back), have a high
interest and the degree is very relevant to them. They are 21-25, have little money and
time, technology saavy, and hold a bachelor’s degree. Students in MLS and MIS are
generally female while MSDS students are generally male and Indian.
ImplementationbyChannel
With our broad goals and strategies laid out, and by looking at our target audience’s
demographics, we can create tactics to implement on targeted channels that our tar-
geted personas hang out on. When creating our tactics, one thing to keep in mind is
that our audiences are choosing to interact with our social media accounts. Put your-
self in our target audience’s shoes, and think about what you would want to get our of
the ILS social media accounts. This will help us create authentic, useful, targeted and
successful social media tactics.

10 ILS Social Media Strategy 11ILS Social Media Strategy
Alumni, Current Students, Family, Prospective StudentsTARGET AUDIENCES:
KEY DEMOS: 71% all adult Internet users//58% total adult population
TARGET AUDIENCES:
KEY DEMOS: 23% of adult internet users//19% total adult population
FACEBOOK
TWITTER
% all internet users
Male
Female
18-29
30-49
50-64
65+
66%
76%
84%
45%
79%
60%
•93% of users connected to extended family
•87% of users connected to past colleagues
• The United States (14%) and India (9%)
make up the top two nationality demo
graphicsfor Facebook
•48% of prospective college students were
influenced by department’s engagement
•65% more engagement when using visuals
Pew Research Center Internet Project 2014
TACTICS
•Change policy on website to have general questions to Facebook account. This will
increase visibility of problems, increase engagement, increase transparency, and
decrease the over number of questions submitted.
•Increase visual content by creating short videos or image stories with the themes
of ‘ILS at IU’ and ‘Where will ILS take you?’.
•Continue to find articles that show our reputable place in academia and articles
that pose questions, and finish them off with a call to action.
•Create a challenge for alumni to upload a video, picture, story, etc of where they
are now and what their degree has helped them achieve. Incentivize the challenge
by awarding whoever has the best or most creative post a prize (iPad/fellowship
name). This will help visibility for the value of the degree for incoming students,
promote interaction, and makes our degree for credible. See LinkedIn for more.
•Cross promote other social media channels and enhance SEO
•Mix in small amount of paid ads to boost pace of earned media.
www.mdgadvertising.com/blog/its-all-about-the-images-infographic
Prospective Students, Current Students, Alumni
Male
Female
18-29
30-49
College+
$50-75k
$75k+
24%
21%
37%
27%
25%
30%
27%
TACTICS
•Fast growing demographic is College+
and 30-49
•Twitter recently overtook Linkedin as #1
social media site for businessmen
• Higher income brackets use Twitter
more than lower income brackets
•Tweets with #hashtags and less than 100
characters are 2x likely to be retweeted
www.digitalinformationworld.com/2014/10/social-media-user-
demographics-linkedin-tumblr-facebook-and-more-infographic
•Change policy on website to have general questions to Twitter account. This will
increase visibility of problems, increase engagement, increase transparency, and
decrease the over number of questions submitted.
•Create a series of hashtags like #ILSMatters to create a centralized theme and a
meeting point for students to discover.
•Find thought leaders through competitor’s followers. Then retweet and interact
with key industry leaders to build our reputation and provoke engagement.
•Interact and comment with our student base to show that we’re listening
•Utilize the ‘List’ feature to create industry leaders, students, teachers,
departments, etc. lists. This will allow for quick and targeted insight, instead of
looking at a cluttered and general newsfeed.
•Investigate #CRITLIB community to cement ourselves as industry leaders.
MEASURABLE GOALS
•Push 10% of email questions in Spring 2016 to Facebook
•Respond to these questions within 5 busines hours (checking twice a day)
•Increase comments and shares by 100% (18/week to 36/week)
•Create at least two original creative content posts every month
•Generate 10 original alumni posts from challenge campaign
MEASURABLE GOALS
•Push 5% of email questions in Spring 2016 to Twitter
•Respond to these questions within 5 business hours (check twice a day)
•Post every day, with a 50/50 mix of curated and original content
•Respond to 10 tweets every day, from interested students to industry leaders
•Increase followers from 192 to 500 before Spring 2016 begins
•Increase mentions by 5 every month to a goal of 50 per month by Spring 2016

TARGET AUDIENCES:
LINKEDIN Alumni, Current Students
Male
Female
18-29
30-49
50-65
College+
$75k+
Urban
28%
27%
23%
50%
31%
30%
44%
TACTICS
•22% of people 18+ have used LinkedIn,
making it 2nd only to Facebook
•Job orientated social network, with much
higher usage among college educated
•Only social network with higher
penetration for 50-65 than 18-29
•Tweets with #hashtags and less than 100
characters are 2x likely to be retweeted
http://www.businessinsider.com/linkedin-as-a-marketing-and-brand-platform
•Seek out, and invite alumni to join our ILS group.
•Follow industry leaders and thought provoking articles and post curated content
to enhance engagement with alumni, while also making them visible for current
students to see, giving them a resource and networks to help find jobs.
•Create a marketing campaign and promote this to alumni base of creating “What
ILS has helped me achieve” creative visual campaign. incentivize by offering to
name fellowship or an iPad to the best entry. See Facebook for more.
•Gauge interest in our alumni through our group in hosting a webinar or Q&A
session for our current students, or to be placed on our website for prospectives.
•Nurture and keep page updated to promote how big and successful the ILS
networking factor is to increase value of our degree to prospective students.
•Overall, LinkedIn can re-engage alumni, help current students network with career
professionals who have ILS connections, and show prospective students the direct
impact an ILS degree has had with real examples of ILS graduates.
32%
MEASURABLE GOALS
•Increase alumni group from 81 to 200 before Spring 2016
•Post 3 updates every week and generate engagement
•Transfer 10 of our alumni connections to Facebook for campaign posts.
TARGET AUDIENCES:
PINTEREST
Current Students (MLS only), Family (Moms)
Male
Female
18-29
30-49
College+
$75k+
Suburb
13%
42%
34%
34%
28%
32%
29%
TACTICS
•Fastest growing social media channel,
growing 40% from 2013-2014
•Grew 651% from 2011-2014
•Popular among moms and people who
enjoy DIY activities
•Three highest type posts are about food,
fashion and design
•71% of users are women
http://www.businessinsider.com/pinterest-as-a-brand-platform-2014-11
•Seek out and follow/engage Pinterest industry leaders in Information and Library
Science to be able to curate artistic and design friendly content.
•Create 2 different boards. One for industry leading articles and though insight, and
another for general student life.
•Nurture and update Pinterest to engage audience that finds us, so we do not have
an empty page.
•Keep the page visual orientated, and showcase students and alumni using slide
share to create actual stories. Use #hashtags to widen reach of these posts.
•Utilize keywords and phrases to enhance SEO
MEASURABLE GOALS
•Pin on the board at three times a week.
•Post at least one student profile every month.
•Increase links by 20%

TARGET AUDIENCES:
INSTAGRAM Alumni, Current Students
Male
Female
18-29
College
>$30k
$75k+
Urban
22%
29%
53%
26%
31%
28%
28%
TACTICS
•Grew from 17% to 26% of all adult
internet users from 2013-2014
•Instagram beat out all other social
networks in terms of presige among teens
•2nd highest frequency usage with over
50% of users logging on daily
•Posts with #hashtags are 2x as likely to
be engagement with
http://www.businessinsider.com/2014-social-media-demographics-update-2014-9
•Post at least four images a week and attempt to keep a singular aesthetic theme.
•Post on #hashtag trends to reach new viewers and to give a schedule of posting.
For example, #tbt for the history of ILS/SLIS, #womenintech for Wednesdays.
•Create photo spotlights on professors, students and staff in the department to
increase credility and to increase the feeling of community in the department and
post at least one a month
•Seek out, follow and engage with industry leaders, students and thought leaders
on Instagram
•Optimize accounts description so it is one of the first accounts to appear when
searched
•In tandem with Facebook/LinkedIn/Blog campaign to re-engage alumni and
students to produce visability for prospective students and to boost value of
degree, have alumni and student Instagram take overs.
MEASURABLE GOALS
•Average 4 posts a week every from July 1 to Dec 31 and 2 engagements per post.
•Utilize at least 2 hashtags a week and 1 person spotlight a month.
•Increase followers from 18 to 300 by Dec 31.
•Have 3 Instagram take-overs before our evaluation period ends.
TARGET AUDIENCES:
KEY REASONS WHY BLOGGING WORKS:
STUDENTBLOG
Prospective and Current Students
TACTICS
•Blog posts give the department a sense of ‘somebody like me’. More people
believe product recommendations from regular people or someone like more
more than anyone else besides industry leaders.
•Creates transparency within the department, and giving students ability to talk
about themselves creates a story, which keeps attention more than regular news.
•Position ourselves as an industry leader in Library and Information Science, while
also building relationships with the study body by the credibility and transparency
the blog brings.
http://blog.wishpond.com/post/47804902390/4-reasons-why-blogging-is-important-for-your-business
•Tweak style of blog. Instead of it only serving the purpose of getting out news,
give it personality. For example, if Beth is writing about how they’re taking away a
specific study lounge, at the end have her write about where her favorite places to
study was when she was a student.
•Have a specific blogger who contributes at least twice a month, but also have
rotating special guest bloggers. We could have alumni, current students or even
faculty and staff members to write a post from time to time. This will increase the
overall number and frequence of posts, allow different perspectives of events, and
cut down on the workload of Beth.
•Include at least one visual in every blog post. This could be a GIF, image, video, etc.
Experiment with storify to see if that platform would be a good place to create
visual blogs.
•End blog posts with a call to action to promote engagement and conversation
•Utilize keywords and phrases to enhance SEO.
MEASURABLE GOALS
•Increase blog posts to once a week (4 month).
•Have 2 current students or alumni volunteer to write blog posts.
•Generate some sort of engagement, whether that be linking the blog or comments.

Monitoring,Evaluation&Tuning
For now we should focus our social media efforts on these 6 channels. There are two
other channels I think are worth exploring.
•Reddit - I believe Reddit would be a perfect place to have an AMA for our
incoming or prospective students. We can advertise our AMA on other networks and
see if there is enough support of this idea to schedule one. Other universities have
been been promoting similar Q and A sessions. This would boost our transparency
and credibility to students, as well as get them engaging.
•Snapchat - As of Jan 2015, 22% of all 16-24 year olds used Snapchat everyday,
and 43% of this age bracket had an account. Snapchat is a way to give a feeling of
belonging and to include everyone. It also lets users send in all of the content,
building our reputation and transparency. For now, I recommend exploring Snapchat
and the features it offers, and deciding a plan for it upon our first social media evalua-
tion.
For our social media monitoring, we will use a number of tools. Some of these tools
will be used to aggregate information from the web and social media, while others will
be used for more analytical purposes.
•Social Mention/Twitrratr - These tools will tell the the sentiment of what people
are saying about the department
•MentionMapp - This tool will tell us which Twitter followers we engage with the
most.
•Hootsuite - SoiC already has a Hootsuite subscription. For no cost to us, we
can utilize this tool to pull all of our accounts together on one screen, easily
search out keywords, schedule posts on multiple platforms, and more.
•Google Alerts - This tool will allow us to set keywords in Google News, so we
can have access to relevant articles that mention our school or our field
directly.
•Google Analytics - This tool will help us track the demographics of our website,
and more importantly, where the traffic to our website is coming from. This will
be key is seeing if our social media tactics are working to converting these
engagements to actually going to our website and applying.
•Facebook/Twitter Analytics - These two analytical tools will be able to help us
see what our reach, engagement, clicks and more are. They will also let us
know the demographics of our followers.

We will use these tools to monitor our KPIs. Some of our KPIs will be basic measure-
ments like sentiment, reach, page visits and repeat visits. Some of our other measure-
ments will need to be calculated. These two include -
Share of Audience = ILS mentions/total library science mentions.
Audience Engagement = (shares+comments+likes+mentions)/total reach
Of course some of our monitoring will be educated experiments to see what works
and what doesn not. For example, I have started to post at times that social media
statistics and our social media metrics say that the largest audience is logged on. We
can monitor to this to see what times, and what types of content provides the most
engagment or reach.
An additional task that comes with monitoring is simply listening. By keeping a
watchful eye on our social media accounts, and always actively monitoring the feeds,
we can salvage negative sentiment post crisis moments and stay on top of social
media trends.
The majority of goals and strategies set in this report have end goals that should be
evaluated for success at the end of the Fall 2015 semester. However, during the
semester itself, we will continuously monitor the strategy in order to make small
adjustments and tweaks as we learn what our audience reponds to and is saying.
At the end of the Fall 2015 semester, we can look at our social media goals and
benchmarks to see if we have accomplished what we set out to do. At this time, we
should have learned a lot from the previous semester’s strategy, and will be able to
create an even better strategy for the following semester based on what did and did
not work the previous one, with an overall structure similar to previous
strategies.
Budget
I envision this first campaign as an exploratory strategy that will build our audience
and teach us what works and what doesn’t with engagment/social media. With that in
mind, once a large audience is created, our budget will need to be re-evaluated and
increased. As our audiences grow and we have cultivated a community, it will need
constant attention to keep it working towards our goals. I recommend a full time
social media and community manager for ILS after we complete our original
campaign to help organize and manager a much larger second campaign. The need
for this extra position is reinforced with the recent news of data science webpages

ReturnonInvestment
$3,326
For the current benchmarks, we can estimate a ballpark budget that will be needed to
meet our goals. Below is a breakdown of that budget.
Time: 1.5 hour per day*5 days per week*4 per
month = $14.43*5 = $109*4 = $436
Paid Ads: $5 per day*5 days per week*4 per
month = $100
Social Media Listening Tool: (per month) = $10
Award Plaque Creation: (one time expense) = $50
If we have a concerted effort to implement our tactics, we should be able to see our
return on investment over time. This may not be a direct increase in admission, as
there are many other things that effect that outcome, therefor we can’t base out suc-
cess on an increase in applications alone.
We can however, watch our online community grow and consequently, our brand
image grow. By using a mixture of the qualitiative and quantitative measures we have
set for our tactics, we will see a postive impact online. By using social media
monitoring tools to listen to what our audience is saying about our content, we will be
able to monitor the impact it has. Outside of these abstract returns, I believe by the
end of our benchmark we will be able to see two direct return on our investments-
•A vibrant, engaged community that reflects the ILS department’s overall values
in a publically accessable space, that directly benefits alumni, current and
prospective students.
•A large increase of traffic to our website from our social media accounts.
These two returns will be valuable in building a foundation for our future social media
goals and advertising, as well as showcasing the impact social media can have on
brand image and interest in our department.
holding 4 of the top 10 most viewed pages of any SoiC site, with one of those spots
being #1.
Monthly Expenses = $546
Total Expenses = $3,326

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