Presentation given at UT Feb 2012

1. SOCIAL MEDIA FOR
ADVISORS &
STUDENTS
February 2012

2. Jeni Putalavage-Ross
School Traditional Work Independent
• University of Texas • McKinsey & Co. Consulting
• Advertising Degree • Nielsen BuzzMetrics • MineforNine.com
• Master‘s in Library & • HNW • Friskies
Information Science • Converseon • Motif Furniture
• WhaleShark Media • Dr. Abroon
• Spredfast • Kupona Foundation
• Dream Hope Believe
Foundation
• Social Dynamx

3. Agenda
What is ―Social Media‖
 Social Media for You  Social Media for
 Social media usage in Student Job Seekers
higher education  Why should they have
(infographic) a presence in social
 Where should you media & where should
focus your social they focus their
media presence? presence?
 How do you manage  How can they use SM
the process of getting for job searching?
profiles up & keeping  Caution about social
content fresh? media
 How do you measure
success?

4. What is ―Social Media‖
Social media includes web-based and mobile technologies used to turn
communication into interactive dialogue. Andreas Kaplan and Michael
Haenlein define social media as "a group of Internet-based applications
that build on the ideological and technological foundations of Web
2.0, and that allow the creation and exchange of user-generated
content.‖ Social media is media for social interaction as a super-set
beyond social communication. Enabled by ubiquitously accessible and
scalable communication techniques, social media has substantially
changed the way organizations, communities, and individuals
communicate.

5. ―Social Media‖ Can Be
Overwhelming

6. Common Social Media Metrics
Activity Metrics ROI Measurements
 Pageviews  Marketing/Sales  Hiring cost
 Unique visitors  Cost per number of engaged prospects (community vs. other  Training cost
initiatives)
 Members  Time to acclimation for new employees
 Number of leads/period
 Posts (ideas/threads) Individual Metrics (for members)
 Number of qualified leads/period
 Number of groups (networks/forums)  New 'friends' after 30/60/90 days
 Ratio of qualified to non-qualified leads
 Comments & Trackbacks  Number of friends met online that users have met offline
 Cost of lead
 Tags/Ratings/Rankings  Number of friends met online that member has
 Time to qualified lead subsequently collaborated with
 Time spent on site  Lead conversion
 Number of ideas that the user has gotten and then used
 Contributors  Number of pre-sales reference calls (to other customers) in their work
 Active contributors  Average new revenue per customer General Internet Tracking (outside of enterprise-sponsored
communities)
 Word count  Lifetime value of customers
 Net Promoter Score
 Referrals  Customer Support
 Meme Lifecycle
 Completed profiles  Customer satisfaction
 Number of mentions (tracked via web or blog search
 Connections (between members)  Number of initiated support tickets per customer per period
engines)
 Ratios: Member to contributor; Posts to  Support cost per customer in community
 Positive/Negative listing ratios on major search engines
comments; Completed profiles to posts Product Development
 Periods: By day, week, month, year  Number of new product ideas
 Frequency: of visits, posts, comments  % of ideas from customers/prospects/community
Survey Metrics  Idea to development initiation cycle time
 Satisfaction  Revenue/Adoption rate of new products from community vs.
traditional sources
 Affinity
 HR
 Quality and speed of issue resolution
 Retention/Employee turn over
 Referral likelihood
 Time to hire
 Relevance of content, connections
 Prospect identification cost
 Prospect to hire conversion rate

7. The Social Media Enterprise
Landscape
• Listen • Infrastructure
• Measure Listen/Measure Promotion Builders • Community
• Analyze • Commerce
• Score • Marketing
Agencies
Data Driven
Solution Providers
• Workflow
• Media
management
Execute

8. Categorization Helps Clear the
Clutter
 Blog Platforms
 Streams Pick
 Social Networks 2-3
 Dashboards
 Business Networking
 Location
 Video
 Documents/Content
 Events
 Pictures

9. Social Media in Higher
Education
Some facts, figures, & inspiration

12. Pros & Cons

13. Where‘s UT?

14. Overall Strategy for Your Use
 Determine Goals
 Assign Responsibility
 Design Editorial Calendar
 Monitor Results
 Refine Goals & Tactics

15. Bag of Tricks: Find Your Best
Match
Prism Categories Venue Uses Measurement
Comments, Views,
Blog Platforms Blogger, Typepad, etc. Long-form Content
Links
Hashtags, Followers,
Streams Twitter Q&A, Events (hashtags), Job Links
Lists
Q&A, Events, Awareness, Likes, Comments,
Social Networks Facebook
Reminders Shares
Dashboards Hootsuite, Spredfast, etc. Organization, Measurement n/a
Business Networking LinkedIn Networking, Personal Promotion Connections
Events, Distribute Visitor
Location Foursquare, Gowalla Check-ins, Lists
Information
Events, Lectures, Marketing Views, Subscribers,
Video YouTube, Vimeo
Messages Links
PowerPoint decks, Word docs, Followers, Favorites,
Documents/Content Slideshare
video sharing Comments, Views
EventBrite, MeetUp,
Events Career Fairs, Speakers, etc. RSVPs, members
PlanCast
Photos from events, on campus life, Comments, Tags,
Pictures Flickr, Photobucket
etc. Views, Contacts
Followers, Repins,

16. Creative Matches
Great way to show off
alumni portfolios and/or
share new ideas
students are exploring
Share information
about the industry with
students, alumni,
prospective students
Post presentations
from Alumni, facts on
the school, or general
industry overviews

17. The Basics
Prism Categories Venue Uses Measurement
Comments, Views,
Blog Platforms Blogger, Typepad, etc. Long-form Content
Links
Hashtags, Followers,
Streams Twitter Q&A, Events (hashtags), Job Links
Lists
Q&A, Events, Awareness, Likes, Comments,
Social Networks Facebook
Reminders Shares
Dashboards Hootsuite, Spredfast, etc. Organization, Measurement n/a
Business Networking LinkedIn Networking, Personal Promotion Connections
Events, Distribute Visitor
Location Foursquare, Gowalla Check-ins, Lists
Information
Events, Lectures, Marketing Views, Subscribers,
Video YouTube, Vimeo
Messages Links
PowerPoint decks, Word docs, Followers, Favorites,
Documents/Content Slideshare
video sharing Comments, Views
EventBrite, MeetUp,
Events Career Fairs, Speakers, etc. RSVPs, members
PlanCast
Photos from events, on campus life, Comments, Tags,
Pictures Flickr, Photobucket
etc. Views, Contacts
Followers, Repins,

18. Twitter
 "Warm Sign Up‖ enables you to present a list of
the best Twitter accounts to brand-new Twitter
users when they sign-up specifically through your
Twitter URL. You can feature some of the Twitter
accounts you most like to follow and give your
followers an idea of what you are about. Make
sure you include the term #WelcomeToTwitter in
the description of the list. Ex:
http://twitter.com/MarthaStewart/martha-stewart-
living
 hashtags.org offers an overview of popular
hashtags used on Twitter. Find out about trends,
check out graphs, and search to see hashtags of
your topic already exist.

19. Facebook‘s Edgerank
Outgoing Ranking Lessons:
1. ―Question‖ option Note: Edgerank affects both the page
(often referred to as & the individual posts
polls)
 Ask for comments and give
2. Videos reasons to stay engaged (share
3. Photos valuable information, fun facts,
useful updates)
4. Links
 Ask people to share pictures on
5. Status updates
stories on your wall
FACTS  Pick a posting schedule and stick
Interaction Ranking
(via Social Media Club, Techcrunch): to it. Make sure you have new
1. Comments content posted fairly frequently &
• 95% of Facebook users view their ―Top on the best days/times
2. Shares
News Feed‖; over 50% of users clicking
over to the ‗most recent‘ tab on a regular 3. Likes  Share links
basis  Post pictures & videos
• Only 35% of commercial wall posts hit
 Consider surveys, quizzes
TNF (internal SSL study)
• Only ~20-40% of commercial wallposts  Track your successes & failures
are viewable to fans & learn from them

20. College of Communication Career
Services
Facebook
Tactics
Communicate Our Brand:
* ―CCS Deadline‖, reminders about schedules
* ―Meet the Recruiter‖ events
Serve Our Clients:
* Event RSVPs
* Sharing Interview and Resume Drop Schedules
* Employer Spotlights
* Industry News
Generate New Business:
* Career Fair Landing Page
* Recruit Volunteers
Build Community:
* @tagging Student Organizations and Employers

21. Meet the Recruiter

22. Event page interaction
Event Promotion/Volunteer Recruitment

23. Student Engagement

24. Brand Promotion
Create a Facebook Landing Page for free!
Program we used: TabSite
• Incorporated football theme
• Google Map widgets
• 1256 tab views
• Helped double fans and
individual post views
• Drove traffic to the Facebook
event

25. LinkedIn Basics
 Consider a
LinkedIn Group
 Manage group
invitations (current
students & alumni
or anyone)
 Use ―Manager‘s
Choice‖ &
Moderation Options
for Content
Distribution

26. Tools to Consider
 Hootsuite – Schedule updates in advance &
see metrics for all updates
 Spredfast – more advanced group
management options, scheduling options &
metrics options, but may have costs
associated with account
 Other tools like Wildfire, Tabsite, Involver, etc.
offer ways to customize your Facebook pages,
offer incentives/contests, and monitor metrics

27. Social Media for Student Job
Hunts

32. Overall Strategy for Student‘s
Use
 Urge them to Google themselves and consider
ways to remove anything they wouldn‘t want
an employer to see
 Have them consider everything BEFORE
posting so they won‘t have to remove things
later
 Be sure they have a current profile on all
relevant social media outlets to insure
maximum visibility

33. Twitter Tips for Student Job
Seekers
 Make sure the profile is professional, including a
picture, the Tweets, & who he/she follows
 Search 3rd party sources like
http://www.twitjobsearch.com/
 Follow companies/brands to stay informed in case
of an interview. Create lists to keep them
organized. Be sure to include the recruiting profile
for those companies
 Show expertise in outgoing tweets
 Link Twitter profile to Facebook & LinkedIn pages
 Use advanced search to find job openings in the
geographic area desired

34. Twitter Handles to Follow
By company By job type
@findinternships – Internships and entry level jobs for college students
@attjobs – Jobs at AT&T @freelance_jobs – Freelance jobs
@heatherhuhman – Entry level jobs and internships
@mtvnetworksjobs – Jobs at MTV @Project4Hire – Freelance and temporary jobs
@TRCareers – Jobs from Thomson Reuters @jewish_jobs – Jewish job listings
By region
By field
@MyBristolJobs – Job listings from mybristoljobs.co.uk
@alldevjobs – Developer jobs @chicagowebjobs – Web-related jobs in Chicago
@ChicagoTechJobs – Technology jobs in the greater Chicago area
@ArtDirectorJobs – Art director jobs @ITJobsLondon – IT jobs in London
@cwjobs – Copywriter jobs @ITJobsSydney – IT jobs in Sydney, Australia
@JobsBoston – Jobs in the greater Boston area
@jobsinhiphop – Jobs in Hip-Hop @jobshawaii – Jobs in Hawaii
@journalism_jobs – Jobs in journalism @NewYorkTechJobs – Technology jobs in the greater New York area
@PDXJobs – Jobs in Portland, Oregon
@juicyjobs – Green jobs @sdjobs – San Diego technology jobs
@libgig_jobs – Library Jobs @sfmobilejobs – Mobile Web and Digital Media jobs in Silicon Valley
@mtltweetjobs – PR/marketing/social media/tech jobs in Montreal
@mediabistrojobs – Media job listings from @TopJobsInLondon – Top jobs in London, UK
mediabistro.com @web20jobs – UK-based web 2.0 jobs
@medical_jobs – Medical jobs General
@media_pros – Jobs for media professionals @JobAngels – Helping the unemployed find jobs
@narmsjobs – Retail marketing jobs @indeed – One search. All jobs.
@jobshouts – General job postings
@PRSAjobcenter – Jobs in public relations, @simplyhired – Job search site
communications and marketing @StartUpHire – Jobs at VC backed companies
@twithire – Job board service
@reflectx – Physical Therapy jobs
@seojobs – SEO job listings
@socialmediajob – Jobs in social media
@travelmaxallied – Healthcare jobs
@travelnursejob – Jobs for traveling nurses
@usmusicjobs – US Music Jobs
@web_design_jobs – Web design and other graphics jobs

35. Facebook for Student Job
Seekers
 Set privacy settings to ensure appropriate
profile for employers
 ―Like‖ possible employers & interesting brands
to stay current
 Use Apps like ―Branch Out‖ to connect to open
positions
 Keep profile updated to let connections know
where you are working

36. LinkedIn for Student Job
Seekers
 Link to all your fellow students now – you never
know where they will end up & how they can help
you in the future!
 Join groups for the industry you want to work in
 Make sure your profile is 100% complete & up-to-
date
 Get recommendations from internships & work
experiences
 Explore every company before you interview to
see who you might know & find out more about
the types of people hired

37. Social Media Can Also Hurt
Student Job Seekers
 ―9 out of 10 employers report using social
media to screen prospective employees. 7 out
of 10 report rejecting candidates based on
their social media presences—and roughly the
same number report accepting candidates
based on their social media presences.‖
http://gawker.com/5846924/7-out-of-10-employers-reject-job-candidates-based-on-social-media