Presented by Paul Brown and I at the 2015 ACPA Convention in Tampa, FL. Discover how you and your college or university can implement the use of social media for engagement and marketing.

1. Educator’s Selfie:
w/ Paul Brownand Ed Cabellon
Institutional Social Media
Implementation
Analysis and Suggestions for

2. Ed Cabellon
Assistant to the Vice President
Bridgewater State University
www.edcabellon.com
ed.cabellon@gmail.com
@edcabellon
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com

3. 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 shifts necessary in current
marketing/engagement practices for the effective use of
social media tools.
4. Utilize specific strategies learned from the presenters and
peers in their own practice and contexts.

4. Outline.
Social Media Trends
Content Examples
Divisional Example
Best Practices
Small Group Strategizing
Q&A

5. #SAsocial
This session is Twitter-friendly.
@paulgordonbrown
@edcabellon

8. technology is a

9. technology
is also a
CONTEXT

10. You don’t
Expert
have to be an

11. You might“STEP
IN IT”

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. Social Media Trends.

14. 87
53
37 34
23
0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
18-29 year olds
Source: Pew Research Center Social Media Update 2104

15. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Age comparison
18-29 yo
65+ yo
Source: Pew Research Center Social Media Update 2104

16. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Household income comparison
Less than 30k/yr
More than 75k/yr
30k-
30k-
75k+
75k+
75k+
Source: Pew Research Center Social Media Update 2104

17. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Race comparison
White Hispanic
Black
Black
Black
Black
White
White
Source: Pew Research Center Social Media Update 2104

18. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Sex comparison
Men Women
Women
Women
Men
Women
Men
Source: Pew Research Center Social Media Update 2104

19. Content Examples.

22. 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

23. Boston College

25. Divisional Example.

26. 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.

28. Communication
Infrastructure
istock / getty images

29. http://bit.ly/bsusmguide15

31. http://bit.ly/bsurccsmjd

32. integrated marketing
team managers
Kath Bukis
Print Shop Manager
Chloe Corsi
Manager
Catherine O’Malley
BSUlife.com Editor in Chief
Jessica Laudati
Design Team Manager
Emily Cohn
Video Team Manager
Laura Lawton
Social Media Manager
5 5 7
5 6 2

33. http://bit.ly/bsusmmarketingworksheet

34. Outcomes
1. Provide proper infrastructure for
sustainability.
2. Determine social media’s role in overall
division/department communication
strategies.
3. Educate departments using one divisional
approach as a guide.
4. Utilize student staff to actualize strategy.
(Staff)

35. Best practices.

36. istock / getty images
Administrative Support?
Campus Partners?

37. istock / getty images
tralized Decentralized
Hybrid

38. Who’s your audience?

39. All students?

40. A sub-population?

41. Parents?

42. Alumni?

43. Stakeholders?

44. Who’s your audience?

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

46. GoalModified from Gross, 2014

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

48. Identity
?
Modified from Gross, 2014

49. ?
The royal “we?”
Do we know who you are?
Or is it a persona?
Modified from Gross, 2014

50. Formality
Modified from Gross, 2014

51. LOL 😃 👍
Thank you for your inquiry.
¯_(ツ)_/¯
Modified from Gross, 2014

52. Tone
Modified from Gross, 2014

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

54. 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

55. Small Group Strategizing

56. some things to
about

57. it takes

58. Be consistent
Be dedicated

59. social media
isNOT
required
EVERY
time
@paulgordonbrown

61. Resources.

65. Ed Cabellon
Assistant to the Vice President
Bridgewater State University
www.edcabellon.com
ed.cabellon@gmail.com
@edcabellon
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com

66. Educator’s Selfie:
w/ Paul Brownand Ed Cabellon
Institutional Social Media
Implementation
Analysis and Suggestions for