Navigating the Social Media Jungle for College Professionals
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Learn about the usefulness of social media to college professionals--specifically those professionals at Palmer College of Chiropractic. This presentation is part of the Palmer Marketing & Communication Department's Best Practices Series
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Navigating the Social Media Jungle for College Professionals
- 1. Navigating the Social Media Jungle Minda Powers-Douglas Palmer College of Chiropractic Marketing & Communication October 2013 Best Practices Series
- 2. The question used to be: Should I use social media? Kevin.Lexblog.com
- 3. Now the question is: How do I do it better? - Jay Baer
- 4. - Erik Qualman, Socialnomics Social media is the #1 activity on the web
- 5. - Erik Qualman, Socialnomics
- 6. 1.1 billion Facebook users (as of July 14, 2013)
- 7. Social and Digital Media Revolution Statistics 2013 (video)
- 8. Social networking has changed how we … work communicate do business find information entertain ourselves
- 9. Social networking has changed how we … live
- 10. 5 reasons people use social media Edudemic.com As of Jan. 2013
- 16. Social media is changing the world • The world is smaller – connecting globally is easy • Traditional communication is ―old school‖ • We are no longer dependent on the news; we report it on our own
- 17. Review sites like Amazon, TripAdvisor and CollegeProwler empower us to give honest opinions
- 18. Now our voices can be heard • Comments • Videos • Likes • Sharing
- 19. We are empowered • Activism made easy • It’s no longer politics as usual Kony 2012 video
- 20. Social networking meets two primary human needs: 1. The need to belong 2. The need for self-presentation ReadWrite.com – Boston University Study
- 21. Social media has revolutionized customer service • Using social media to handle the bulk of customer inquiries is becoming standard practice • People want to see brands respond to them in a Facebook post or a tweet
- 22. Can you see the forest for the trees?
- 23. Conversations about you and your brand are going on all the time.
- 24. There’s no longer a division between the ―real world‖ and the online world.
- 25. But why would I need it for my job? • No matter what your role is for the College, you are a representative of Palmer • Social media can help you improve student and alumni relations as well as relationships with prospective students
- 26. But Why Would I Need It for My Job? • It’s where your audience lives • If you don’t embrace it, you risk becoming obsolete
- 27. Social networks give us the opportunity to offer excellent, personalized customer service at little to no cost and in a time-efficient manner.
- 28. How social media affects college recruitment and communications
- 29. ―1 in 3 colleges say social media is more efficient than traditional media in reaching their target audience.‖ - OnlineColleges.net, 8/9/12
- 30. ―92% of undergraduate admissions officers agree that SM is worth the investment … 86% plan to increase their investment in SM in the next year.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
- 31. ―78% of schools surveyed report that social media tools have changed the way they recruit.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
- 32. ―Reduced costs for traditional media are attributed to use of social media.‖ - U of Mass. Dartmouth Center for Marketing Research, 2012
- 33. Schools report less spending on traditional media • Printing – 33% less • Newspaper ads – 24% less • Radio/TV ads – 17% less - U of Mass. Dartmouth Center for Marketing Research, 2012
- 34. A stealth student ―is doing his or her own research into colleges or universities and doesn’t want to be contacted directly.‖ - OptimizeMyBrand.com
- 35. ―He or she is likely starting online and searching multiple sources of information (websites, reviews, magazine articles, social media, blogs …) to choose which schools meet specific criteria or expectations.‖ - OptimizeMyBrand.com
- 36. Where you can find Palmer
- 37. Navigating Palmer’s social media • Est. 2007 • Currently on: Facebook, YouTube, Twitter, Instagram, Pinterest, Flickr and Phanfare
- 38. Facebook 101 • Users create profiles • Connect with friends and acquaintances • Post and share links, thoughts, opinions, photos, video, events • Like things and comment
- 39. • To understand the expectations of our audiences • To monitor what people are saying about Palmer • People are going to social media to share their experiences and seek new ones • To take part in the conversation How could I use Facebook for my job?
- 41. West Campus Facebook Page (managed by Marketing)
- 42. Florida Campus Facebook Page (managed by Marketing)
- 43. Palmer Facebook Group 2,634 members (managed by Marketing)
- 45. Connect on Facebook to … • Ask questions (and potentially get answers in real time via messaging or chat) • Get to know Palmer representatives • Interact with fellow future students • Interact with current students and alumni
- 46. Twitter 101 • Allows you to tweet (up to 140 characters) • ―A real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. (Twitter) • It’s about sharing
- 47. • To understand the expectations of our audiences • To monitor what people are saying about Palmer • People are going to social media to share their experiences and seek new ones • To take part in the conversation How could I use Twitter for my job?
- 51. Use Twitter for research and ideas
- 52. Use Twitter for research and ideas
- 54. YouTube 101 • Created in 2007 • Reaches more U.S. adults ages 18-34 than any cable network (Nielsen study) • 1,000s of channels are making 6 figures per year - YouTube.com
- 55. Just how big is YouTube? • More than 1 billion unique users visit each month • 6 billion+ hours of video are watch each month • 100 hours of video uploaded to YouTube per minute - YouTube.com
- 56. - YouTube.com YouTube is the second most popular search engine. - LinkedIn, PCG Digital Marketing and TechCrunch
- 57. Types of Videos People Like • Tutorials/How-to • Vlogs • Interviews • Top 5, 10 … • Reviews
- 59. The Power of YouTube • 75 videos • 86,346 views • 156 subscribers
- 62. Palmer blogs • Palmer Student Blogs • Alumni Blog • My Chiropractic Journey • David D. Palmer Health Sciences Library • On the Leading Edge of Chiropractic Science • Palmer Rugby Club
- 64. So I need social media, but … • How will I make time for it? • How do I manage it? • Where do I begin? • What will I say? SocialMediaTrainingSchool.com
- 65. 15 minutes on social media • Check e-mail for new Twitter or Facebook posts/ messages • Skim your news feed for posts of interest • Share or like posts by Palmer College • Post a photo to Instagram, Twitter or Facebook
- 66. Extra time? • Scan the Palmer main group and campus fan pages for questions to answer and conversations to join • Search for ―chiropractic‖ or other key words to find potential students • Post a question of the day/week (ex. How has chiropractic changed your life?)
- 67. How do I manage it? • Settings and notifications (so that you are notified via email when someone posts or comments) • Social media management system (i.e. Hootsuite or Tweetdeck, which are free) • Mobile apps (for iPhone, iPad, Android and others)
- 68. Where do I begin? • If you’re already on social media, start listening— watch what people are posting and how they respond • If you’re not, sign up • Contact Palmer’s Marketing & Communication Department for assistance or to create a plan
- 69. What should I say? • Offer useful information for your audience • Retweet relevant tweets • Share posts on Facebook • Make positive comments on posts and tweets • The more you listen, the more you’ll know what people are interested in
- 70. Can typed words on a screen make a difference? Definitely.
- 71. Social media helps people navigate their way to Palmer
- 72. Lucie was going to be a PT until she learned about chiropractic on Facebook.
- 73. Razi first contacted Palmer via Facebook while in high school. She plans to enroll next year.
- 74. Alumni across the globe are mentoring current and future students through Palmer’s Facebook groups.
- 75. New students are planning meet-ups with future fellow Palmer students to get to know each other before classes begin.
- 76. What it’s really all about: Relationships.
- 77. Social Media = Opportunities
- 78. Opportunities • Become part of a community of people passionate about Palmer and chiropractic • Find prospects you might never have met in person or through other means • Connect with people who can lead you to prospects
- 79. Our involvement tells our audiences that Palmer is not only the leader, but that the people at Palmer care about them and what they have to say.
- 80. Thank you! Navigating the Social Media Jungle Minda Powers-Douglas minda.powers@palmer.edu Palmer College of Chiropractic Marketing & Communication Best Practices Series
Editor's Notes
- It doesn’t need to be scary.
- It doesn’t need to be scary.
- It doesn’t need to be scary.
- Facebook is the largest behind China and India.
- “Brands have the ability to personally engage with customers like never before, and it’s showing in sales.
- “We all want to be a part of something.”It is another facet of community.
- “We all want to be a part of something.”It is another facet of community.
- But in the online world, those conversations stay around forever.
- But in the online world, those conversations stay around forever.
- But in the online world, those conversations stay around forever.
- This number is only going to increase.
- This number is only going to increase.
- This number is only going to increase.
- With the increase in stealth students, colleges need to provide excellent content marketing on their websites, social media channels, e-mails and printed pieces.
- Same as Facebook
- Same as Facebook
- More than 80% of them sleep with their phones next to them.
- More than 80% of them sleep with their phones next to them.
- More than 80% of them sleep with their phones next to them.
- Comedy, parodies, gaming
- Research and personal experience shows that prospective students want to know what a college is like from current students’ perspectives.
- Research – 1-2 times per monthLibrary – 1 per month
- We are developing new blogs. An Alumni Voices blog.
- “Brands have the ability to personally engage with customers like never before, and it’s showing in sales.
- Within days of messaging with her, she met a chiropractor and asked to shadow him.