The document outlines a social media content management strategy for promoting study abroad programs at UW-Madison, emphasizing the integration of social media with organizational goals and student involvement. Key components include utilizing various social media platforms, engaging returned students, and employing tools for content creation and management. Future plans involve further collaboration with on-campus partners, expanding content creation efforts, and exploring new social media channels.

1. Social Media Content Management
Building a team and working with
student content

2. “Marketing study abroad
must be so easy!”
“Social media
makes study abroad
promotion a piece
of cake, right?”

3. Social Media Strategy
Coordinate with office/organizational or
programmatic goals
Measure outcomes and adjust your plans
Evaluate the social media landscape on your
campus/in your marketplace

4. Social Media Strategy
Make the culture of study abroad ubiquitous on campus
and synonymous with the UW-Madison experience.
Maximize students’ exposure to benefits and
experiences of study abroad through content shared or
developed by their peers.
Generate awareness of IAP programs: breadth of
options, IAP-specific services.
Enhance on-campus partnerships and calibrate office
messaging with partners and University Marketing.
International Academic Programs / UW-Madison

9. Social Media Strategy
We focus on three main channels – Facebook, Twitter
and Instagram currently.
Our goals and objects vary depending on the channel.
Generally students do not indicate they first hear about
us on social media.
However, they do use it in their research and decision
phase.
We actively refer leads to our social media channels.
The Education Abroad Network

16. Getting Students Involved
Outreach to a Returned
Student Network
Involvement of student
staff
Organizing a focus
group of returned
students
Engage students who
are currently abroad

17. Systems to Generate Content

23. #MondayMunchies

24. #HumansofStudyAbroad

25. #BadgersAbroad

31. Working With Student Content

32. Tools for Content Creation
& Management
• Canva
• Hootsuite / Tweetdeck
• Iconosquare
• Google Alerts
• Twitter Search / Social Mention
• Simply Measure (Free Trial)
• Latergramme / ScheduGram

33. Scheduling Content

35. Tools for Content Creation

37. Identifying Social Media Trends
On-campus and national trends
Take advantage of on-campus resources
Work with your students,
& interns

38. Working with External Teams

39. Identifying Advocates within Your
Team or Office
Take advantage of colleagues’ interest.
Draw on expertise and resources of colleagues who
work in separate content areas.
Show the impact of contributions & how it relates to
the team member.
Inspire your team to be your #1 fan.
Make social media and/or blogging part of team
goals.

44. Working with an Intern or
Graduate Student
Involve the student in strategy & content creation
Play to the unique strengths of the student & adjust
your workflow processes
Let the student be authentic, but stay in line with
your organizational voice and messaging standards
Manage and monitor—don’t micromanage
Include the social media student in other office
marketing or advising teams

45. Social Media Strategy
International Academic Programs / UW-Madison

46. Looking Ahead
Further development of social media relationships with
on-campus partners
Develop social media toolkits for all program
participants
Involve more student workers in ongoing content
creation and curation
Explore new social media channels – Snapchat?
International Academic Programs / UW-Madison

47. Looking Ahead
We are always looking to do more with content. There
are always opportunities.
Keeping an eye on what’s next.
Continue to integrate social media into our marketing
ecosystem.
The Education Abroad Network

48. Ask:
• What works?
• What are possibilities and limitations?
• How do our strategies align with overall marketing
objectives?
Experiment
Measure
Adjust
Measurement & Evaluation

49. Nathan Barker
Marketing Specialist
International Academic Programs,
UW-Madison
npbarker@studyabroad.wisc.edu
Hannah DeMilta
Outreach Manager
The Education Abroad Network
hannah.demilta@teanabroad.org