The document discusses harnessing social media for communication objectives at SUNY New Paltz. It outlines current social media campaigns including using hashtags to promote enrollment, paid social media advertising, and leveraging user-generated content. The strategic plan aims to increase the university's visibility, value perception, enrollments, and alumni engagement through an integrated social media approach. Goals include promoting the university brand, departments, faculty, staff, and student organizations.

1. Harnessing the power
of the Hashtag
John Oles
Social Media Manager
Office of Communication and Marketing
SUNY New Paltz

3. Today
1.Strategic Plan and social
2.Brand strategy
3.Current social media landscape
4.Fin Aid and Enrollment campaigns
5.Paid social campaigns
6.Questions

5. Social media is not the only way of achieving your
college or university’s communication objectives

6. #Socialnomics
The value created and shared via social media
and its efficient influence on outcomes
[economic, political, relational, etc.]
“Simply put: Word of Mouth on Digital Steroids”
~Erik Qualman

7. Goals
University Brand
Departments and units
Faculty and Staff
Student clubs and organizations

8. Strategic Plan
Market New Paltz Internally and Externally
Increase impact of outreach activities to enhance visibility and quality of
public perception about New Paltz as the public university in the region.
Situate New Paltz in terms of our price-to-value proposition.
Increase awareness to sustain undergraduate and grow graduate
enrollments.
Through an integrated, centralized marketing effort, engage and support
departments in marketing of the College through its programs, lifting the profile
of online and graduate programs, and stressing the College’s distinctive
identity; gather and make better use of the voices and experiences of students,
faculty members as scholars and mentors, and alumni in these efforts.
Expand alumni communication materials and connect to philanthropic
efforts.

9. • News & concise messages
• Engaging, high-impact stories
• Beautiful images
• Event coverage, announcements

10. Brand Strategy
Prospective Students
Current Students
Alumni, Donors, and Friends

11. Current Social Landscape
Announce - Remind - Recap

12. Ideal Social Landscape
Listen - Interact - React

13. Social Hub
at New Paltz

14. Financial Aid Campaign
Schedule tweets and Facebook post for the semester

15. Financial Aid Campaign
Not everything is made for social

16. Financial Aid Campaign
Someone is already
doing it for you!

17. Enrollment Campaign
#NPaccepted banner was included in accept packets
(Front)

18. Enrollment Campaign
(back)

19. www.newpaltz.edu/npaccepted

20. Enrollment Campaign
Results
•358 post
•2,016 pageviews
•2:37 Avg. time on page

21. Advertising on Facebook

22. Advertising on Instagram

23. Advertising on Twitter

24. 3 Reasons to win on social
1.Opportunity for impact stories to reach larger audience
2.Extensive distribution potential at lower cost
3.Superior SEO placement

25. Questions?
@johnoles
olesj@newpaltz.edu