Higher education institutions are increasingly embracing social media to connect with students, alumni, and the community. Popular platforms like Facebook and LinkedIn allow schools to attract and retain students, enhance learning experiences, and promote school pride. An effective social media strategy considers the target audiences, objectives, appropriate technologies, and encourages two-way conversations by asking questions and listening to feedback. As social media becomes more integral to students' lives, colleges must engage through these channels to remain relevant.

1. Social Media Innovation
In Higher Education
By Ashley Palumbo
MSPC 3050 Social Media Marketing &
Communication

2. Embracing Social Media
“As social media
becomes more
integral to students‟
lives, educational
institutions are
finally catching on,
and catching up.”
- Matt Silverman
* Top 100 Social Media

3. People
Who are you trying to reach?
• Prospective & Current
Students
• Alumni
• Faculty & Staff
• Parents & Community
Members
Where are they most
active?

4. Popular Social Media
100
90
80
70
60 18-22
23-31
50
32-45
40
46-66
30 67+
20
10
0
Facebook Linked-In Twitter
* July 2011 study by Forrester Research, Inc.

5. Objectives
Why are you using social media?
• Attract Students
• Retain Students
• Enhance Learning
• Promote School Pride
• Maintain Connections
• Involve Community

6. Strategy
What‟s your social media policy?
“Imagine how the
groundswell will
change the way you
run your business over
the next few years.”
- Charlene Li & Josh
Bernoff

7. Technology
Which technologies are most appropriate?

8. Creating Conversations
“There is no „right way‟
to engage the • Ask Questions
groundswell.” • Offer Incentives
- Charlene Li & Josh
Bernoff • Listen &
Respond
• Energize
Groundswell

9. Ubiquitous Groundswell
“We can no more stop its move to our
handheld devices than we can stop a
landslide.”
- Michael Fienan

10. References
• Bernoff, J. And Li, C. (2008). Groundswell: Winning in a world
transformed by social technologies. Boston, MA. Forrester
Research Inc.
• Fienan, M. “Best of the Mobile Higher Ed Web.”
http://doteduguru.com/id5154-best-of-the-mobile-higher-ed-
web.html.
• Pidaparthy, U. “How Colleges Use, Misuse Social Media to
Reach Students.” CNN.com.
http://www.cnn.com/2011/10/20/tech/social-media/universities-
social-media/index.html.
• Silverman, M. “How Higher Education Uses Social Media.”
Mashable .com 4 ways to improve.
http://mashable.com/2012/02/03/higher-education-social-media/.
• Tsouvalas, D. “Top 100 Social Media Colleges.”