This document discusses how organizations can use social media tools and tactics to boost recruitment. It outlines how social media can help build awareness, recruit new students, maintain alumni connections, and more. Specific social media platforms like Facebook, Twitter, online video and hashtags are examined in depth, with tips provided on content, engagement, measurement and community building strategies. Best practices like listening, being authentic and relevant, engaging in conversation, and empowering evangelists are also covered.

1. Hands-On Social Media: Tools and
Tactics to Boost Your Recruitment
Nedra Kline Weinreich
Photo: http://www.flickr.com/photos/ebarney/3348965007

2. Community
Photo: http://www.flickr.com/photos/mallix/2586969604/

3. Social media is
word of mouth
on steroids!
Photo: http://flickr.com/photos/whyswomen/143360770/

4. Think Movement, Not Campaign

5. How Can Social Media Help You Be
More Effective?
 Build awareness of Melton’s programs
 Recruit new students
 Maintain connection with alumni
 Build online community of Jewish learners
 Communicate with other Melton programs
 Reinforce lessons with relevant news/resources
 Build relationships with potential partners

6. Your Students Use Social Media!
 74% are “very comfortable” using the
internet
 49% search for products and service
information online at least once a day
 59% use Facebook
 86% visit social media sites such as
Facebook to connect with friends and family
 Looking at pictures of grandchildren and
watching videos are popular online activities
Source: See3 Research Report, 2011

7. All ages use social network sites
Source: Pew Internet Project, 2011

8. Where do social network users go?
96% 71%
24%
28%

9. Photo: http://www.flickr.com/photos/davidkjelkerud/2713789232/

10. Step-by-Step Strategy
1. Goals/objectives
2. Target audience
3. Capacity
4. Tools and Tactics
5. Measure and
Evaluate
Photo: http://www.flickr.com/photos/pensiero/230717296/

11. Choose the Right Tools
• Listen • Generate Buzz
– Google Alerts, RSS – Twitter, Social news (eg
readers, Twitter Search Digg), StumbleUpon
• Converse • Build Community
– Twitter, Facebook, Blog – Facebook, LinkedIn, Twi
s, LinkedIn, G+ tter, G+, tagging, gamin
• Tell Your Story g/virtual worlds
– Blogs, Twitter, G+, vide • Collaborate/Collect
o/photo Information
sharing, podcasts – Wikis, social
• Help Supporters bookmarking, tagging
Tell Your Story
– User generated
content, contests, social
network apps, widgets

12. Social Media Tools
Photo: http://www.flickr.com/photos/somemixedstuff/839984821/

13. Facebook

17. Getting Facebook “Likes”
 Add “Like” button to your website
 Add Facebook comments to your website
 Let your email contacts know about your
Facebook page (“Tell Your Fans”)
 Promote Facebook page in newsletters –
link directly to posts in Facebook
 Consider using targeted Facebook ads
 When you have 25 “likes,” grab your alias
URL (i.e., facebook.com/MeltonYourCity)
 Give people a reason to “like” your page

18. Facebook Page Content
 Offer interesting, shareable information
 Offer a variety of media – text
posts, photos, video, links
 Actively manage your community by
encouraging comments, interaction
 Ask questions of your fans, run polls
 Do not only post Melton-related info
 Encourage fans to recommend your page
to their friends and family
 Encourage your community to post items

19. Facebook Insights

20. Facebook Insights

21. Online Video

22. Video Tips
 Create short (1-2 minute) stories
 Compelling content –
emotional, interesting, funny, surprising
 Good audio is critical
 Show, don’t tell
 Set up your own channel on
YouTube, post links on
Facebook, newsletters, email
 Ask supporters to share video
 Viral is an outcome, not an attribute

23. Some Video Ideas
 Clips of teachers speaking on a
particularly interesting topic
 Students talking about their reasons for
joining the Melton program
 Alumni talking about how Melton
changed their lives
 Weekly thoughts – parsha, holidays,
curriculum-related
 Video contest for student created
videos

25. Anatomy of a Tweet
Account
Retweet Twitter Name Mention/Reply
Shortened
Hashtag URL
Timestamp/P Click to
ermalink Reply/Retweet/Favorite

30. HootSuite

31. Twitter Search

32. Hashtags/Twitter Chats

33. Building Your Twitter Community
 Use your profile to shine
 Provide value to your followers
 Follow people in your community
◦ Partners/supporters/people talking about
Melton or Jewish topics
◦ Use Twitter lists, WeFollow, local Twitter
Search (advanced search)
 Reach out to followers
 Retweet useful information from others

34. Social Media
Best Practices
http://www.flickr.com/photos/waderockett/171688464/

35. Listen
Photo: http://flickr.com/photos/yogi/1394932433/

36. Be Authentic
Photo: http://www.flickr.com/photos/feastoffools/3584066855

37. Share
Photo: http://www.flickr.com/photos/angela7/534883941/

38. Be
Relevant
Photo:
http://www.flickr.com/phot
os/brewedfreshdaily89/28
24125234/

39. Engage in Two-Way
Conversation
Photo: http://www.flickr.com/photos/gw1/2666052624/

40. Find Your Fans
Photo: http://www.flickr.com/photos/lafleur/1350302133/

41. Create
and
Empower
Evangelists
http://www.flickr.com/photos/charliecowins/2083851923/

42. Social Media Wiki Page
http://nedra.wikispaces.com/Melton

43. Questions?
Photo: http://www.flickr.com/photos/oberazzi/318947873/

44. Get in touch!
Nedra Kline Weinreich
Weinreich Communications
www.Social-Marketing.com
weinreich@social-marketing.com
Phone 310.286.2721
Twitter @Nedra