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Social Media Best Practices
- 1. Social Media Best Practices Presented by Ann Oleson, Chief Visionary Officer Converge Consulting
- 2. Blogs Hopkins Interactive • http://www.hopkins- interactive.com/ – Student-run – Unmediated voice – Excellent use of photos – Aggregates blogs into one place – Includes Twitter feed – And a link to the Facebook page – Prospective students can smell PR a mile away • "There were all these kids that were so passionate about sharing their experience. It was then that going off to Hopkins became a no- brainer, because I had already fallen in love with the school.” CNN 2
- 3. Blogs The Unofficial Stanford Blog • http://tusb.stanford.edu/ – Post that are critical of the school – Updated frequently, even on the weekend – Is authentic and engaging—posts about current events, polls and memes • Industry: GE’s leadership blog: http://www.itlpblog.com/ – Used as a recruitment tool the blog is updated by young professionals in the company. – “Skip the corporate press releases and sleek marketing videos. For social media, your happy and successful employees are your best asset. Let them show off why they enjoy working at your organization in real, authentic ways.” Mashable 3
- 4. Twitter @Standford • 65,077 followers • Klout score of 70 • Tweets by student interns – Tweets every day – Replies to questions, RTs – Follows conversations about Stanford – Funny! 4
- 5. Twitter @SyracuseU • 13,708 • Klout score of 65 • Tweets game scores • Answers students questions • Personal responses • Tweets pictures • Photos of campus • Engages followers 5
- 6. Location-based services Foursquare.com/Harvard • https://foursquare.com/har vard • 58k followers • Fun facts, engaging things to do, great tips • Pictures • Engages a whole new segment of Harvard visitors
- 7. Location-based services Ohio State Mobile App • http://osu.edu/osumobile/ • School schedule • Pictures • Bus schedules • Maps • Search the library
- 8. Photo-sharing Colgate University • http://www.flickr.com/phot os/colgateuniversity/ • Pictures tell the story of Colgate • Quality photographs • Updated regularily • Make the school accessible and interesting
- 9. Photo-sharing The Ohio State • http://osu.edu/O-H-I-O/ • 9,000 images and counting • OSU fans love this! • Adds value, personality and fun to what could otherwise be considered “stock” images of a college
- 10. Google+ University of Melbourne • https://plus.google.com/11 2237960993958773332/pos ts • Regular updates • Comments • Responds to comments • Reaches out to groups and maintains activity
- 11. Google+ University of Hawaii-West Oahu • https://plus.google.com/11 6904839422931501483/pos ts • Updates • Engages
- 12. Facebook University of Michigan • https://www.facebook.com/unive rsityofmichigan • Not only does the UofM’s fan page connect them to students, but they connect to U of M • There is real conversation here and real engagement. • It would be better if the UofM engaged with their audience and responded to more comments • There are many missed opportunities to turn negative comments into positive examples of engagement
- 13. Facebook Stanford University • https://www.facebook.com/stanf ord • They host Facebook takeovers with faculty, called “office hours” • They post student pictures and videos made by students and faculty • Their audience is engaged and active • Posts ask questions and prompt for engagement • However, they too could do a better job in actually responding to fan comments and posts
- 14. Video University of Kentucky • http://www.youtube.com/u niversityofky • Fresh updated channel • Informative and interesting videos • Lacks an authentic and distinct voice • The videos are “processed”
- 15. Video Emerson College • http://www.youtube.com/wat ch?v=AX7TxVcPpsA&feature=y outu.be • “That’s So Emerson” video makes the school seem intelligent and interesting, while also having fun at their own expense • This video keeps Emerson fresh and relevant and introduces them to a whole new segment of students
- 16. iTunes Harvard • It’s easy to dominate iTunes when your lectures are given by famous people • But Harvard is also good at repackaging it’s information into collections that make their old podcasts new again
- 17. iTunes USF • USF is topping the charts in iTunes with it’s Lit2Go program • Making literature accessible, USF is establishing a reputation and cracking the iTunes charts in a field dominated by Ivy Leagues
Editor's Notes
- http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
- http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
- While both schools do well, they could stand to improve by adding a more personal touch to the account. No one likes to tweet to a logo. They should have a link to the profiles of their tweeters and let the personality shine through. McDonald’s (say what you will about their food) does this especially well: https://twitter.com/#!/mcdonaldsAlso worth noting, if you don’t update multiple times a day, maintaining a Twitter account can hurt more than help. If someone sees your Twitter account is just tweeting links to the RSS feed and not interacting with followers they will dismiss you as irrelevant.The key here is not follower count, but the level of engagement with followers. For example, Harvard has over 100k followers but really only tweets links.
- While both schools do well, they could stand to improve by adding a more personal touch to the account. No one likes to tweet to a logo. They should have a link to the profiles of their tweeters and let the personality shine through. McDonald’s (say what you will about their food) does this especially well: https://twitter.com/#!/mcdonaldsAlso worth noting, if you don’t update multiple times a day, maintaining a Twitter account can hurt more than help. If someone sees your Twitter account is just tweeting links to the RSS feed and not interacting with followers they will dismiss you as irrelevant.The key here is not follower count, but the level of engagement with followers. For example, Harvard has over 100k followers but really only tweets links.
- Mobile is expanding. When thinking mobile think beyond Foursquare and Facebook places. Mobile is all about meeting people where they are and adding value to that experience. See example #4 in this article for a corporate example: http://mashable.com/2012/02/26/clever-social-media-campaigns/
- Mobile is expanding. When thinking mobile think beyond Foursquare and Facebook places. Mobile is all about meeting people where they are and adding value to that experience. See example #4 in this article for a corporate example: http://mashable.com/2012/02/26/clever-social-media-campaigns/
- There is so much opportunity with photo-sharing. This is an untapped area of social media for .edus. How can colleges use sites like Flickr and Instagram? http://thedeeppost.com/2011/10/07/how-football-fans-are-using-instagram-pics/Utexas has a photo site that’s gotten a lot of attention, but it so closed off from non-alums it isn’t sharable or engaging. I doubt many people use it: http://www.utexas.edu/opa/alumni/
- There is so much opportunity with photo-sharing. This is an untapped area of social media for .edus. How can colleges use sites like Flickr and Instagram? http://thedeeppost.com/2011/10/07/how-football-fans-are-using-instagram-pics/Utexas has a photo site that’s gotten a lot of attention, but it so closed off from non-alums it isn’t sharable or engaging. I doubt many people use it: http://www.utexas.edu/opa/alumni/
- Note: G+ got a rocky start and it’s place in the social media sphere still isn’t solidified. Currently, Google is using G+ as part of their search rankings, so whether or not a school has a page, it’s important that the newsy content is getting +ed. Currently, the best way to do Google+ is to not start and abandon. If you are on, post once a day and respond to comments. Don’t be like Nebraska-Lincoln. A good industry example of how to do it is: https://plus.google.com/113493854651753327245/posts
- Note: G+ got a rocky start and it’s place in the social media sphere still isn’t solidified. Currently, Google is using G+ as part of their search rankings, so whether or not a school has a page, it’s important that the newsy content is getting +ed. Currently, the best way to do Google+ is to not start and abandon. If you are on, post once a day and respond to comments. Don’t be like Nebraska-Lincoln. A good industry example of how to do it is: https://plus.google.com/113493854651753327245/posts
- Wow. Schools are bad at conversing on Facebook The screenshot is a GREAT example from the corporate world. Diapers.com https://www.facebook.com/diapersdotcom
- Wow. Schools are bad at conversing on Facebook The screenshot is a GREAT example from the corporate world. Diapers.com https://www.facebook.com/diapersdotcom
- The best use of video for social media? The Old Spice Guy or Nat on The Community Channel. They are significant because they use video to actually respond to user comments and questions. Old Spice even makes videos that respond to blog posts and Tweets. Nat on The Community Channel answers user comments in the end of each video. www.youtube.com/user/communitychannelhttp://www.youtube.com/user/OldSpice
- The best use of video for social media? The Old Spice Guy or Nat on The Community Channel. They are significant because they use video to actually respond to user comments and questions. Old Spice even makes videos that respond to blog posts and Tweets. Nat on The Community Channel answers user comments in the end of each video. www.youtube.com/user/communitychannelhttp://www.youtube.com/user/OldSpice
- I want to use Stanford again, but that’s probably obnoxious. It seems like the big schools get the advantage with iTunes, because the novelty of putting lectures on podcasts mean that people who are excluded from exclusive universities can be included. But that doesn’t mean there isn’t room for a smaller school. Right now all schools upload their lectures. There is room for growth and excitement here. Now with iTunes U retooled for the iPad the opportunities are expanding: http://www.macrumors.com/2012/01/19/itunes-u-for-ipad-retools-the-learning-experience/There aren’t great corporate examples here. Except, it seems like the people who dominate the podcast charts on iTunes, know their audience (people interested in seeking out education) and delivers content that is topical and yet deeply educational.
- I want to use Stanford again, but that’s probably obnoxious. It seems like the big schools get the advantage with iTunes, because the novelty of putting lectures on podcasts mean that people who are excluded from exclusive universities can be included. But that doesn’t mean there isn’t room for a smaller school. Right now all schools upload their lectures. There is room for growth and excitement here. Now with iTunes U retooled for the iPad the opportunities are expanding: http://www.macrumors.com/2012/01/19/itunes-u-for-ipad-retools-the-learning-experience/There aren’t great corporate examples here. Except, it seems like the people who dominate the podcast charts on iTunes, know their audience (people interested in seeking out education) and delivers content that is topical and yet deeply educational.