Best Practices for Social Media in Higher Education
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This document provides guidance on using social media in higher education. It defines social media as internet-based tools for sharing and discussing information between people. Social media allows for direct conversation with customers and stakeholders. The top 3 social media platforms are Facebook, LinkedIn, and Twitter. Facebook and LinkedIn users primarily engage daily or weekly, while Twitter users engage daily or weekly with a larger portion engaging less often. The document provides tips for using different platforms, including keeping posts short and visual, asking questions on Facebook, being informative on LinkedIn, and being brief and clever on Twitter. It also provides examples of organic and paid social media campaigns and lessons learned around advertising and driving traffic to websites.
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Best Practices for Social Media in Higher Education
- 1. Best Practices for Social Media in Higher Education Lavilla Capener
- 2. My Story Circa June 2012
- 3. What is social media? Communication Showcase Technology Discussion User generated content Photos ChannelExchanges Information Video Transparency Listening device Marketing tool Dialogue Interaction
- 4. What is social media? “Social media are primarily Internet- based tools for sharing and discussing information among human beings.” - Wikipedia
- 5. Social media is a way to have a conversation directly with your consumers,customers and stakeholders.
- 6. But … with great power comes great responsibility
- 7. What can social media do for me?
- 8. Social media is what you make of it …
- 9. … and sometimes it just doesn’t work the way to expected.
- 10. How to choose a social media network.
- 11. You HAVE to be on (Fill-in-the-blank)
- 13. How do I figure out where my audience spends time online?
- 14. Do research.It doesn’t have to be expensive or even cost money.
- 15. The Top 3
- 16. 71% of internet users have a Facebook account, and 70% of Facebook users log on daily. 70% 17% 12% How often users visit Facebook Daily Weekly Less Often
- 17. Keep it short.Include photos.Ask questions. Google the rest.
- 18. Keep it short.
- 19. Use photos (and graphics).
- 20. Ask Questions.
- 21. LinkedIn has grown its user base in the past year, but users log on less often than in 2013. 13% 25% 61% How often users visit LinkedIn Daily Weekly Less Often
- 22. Content on LinkedIn should be informative, relevant,and actionable.
- 23. LinkedIn users are looking for content that is informative.No cat videos here.
- 24. What you post on LinkedIn should be relevant to your audience.
- 25. For every post,ask yourself: can a reader take a positive action with this information?
- 26. Twitter usage is growing among all age groups, but is most popular among those under 30. 36% 24% 40% How often users visit Twitter Daily Weekly Less Often
- 28. The ideal length for a tweet is 71-100 characters.
- 29. Be visual.
- 30. Be clever.
- 32. Organic campaign: Graphics for Writers’ Institute Engagement rate: 13%
- 33. Organic campaign: Graphics for Writers’ Institute Engagement rate: 18%
- 34. Organic campaign: Graphics for Writers’ Institute Engagement rate: 25%
- 35. Results: Graphics for Writers’Institute Total reach: 693 Total clicks: 33 Total likes, comments and shares: 80 Average engagement rate: 14.8% Total impressions: 1,388
- 36. Paid campaign: ESL Immersion Timeframe: March 25-April 20 Total budget: $600 Target audience: São Paulo (state), Colombia, Spain, France, Jakarta (+50 mi), South Korea, Mexico, Singapore, Thailand, Taiwan Interests: Study abroad, Summer camp, English as a second or foreign language, English language. Behaviors: All frequent travelers, used travel app recently Age: 18 - 25 Language: English
- 37. Results: ESL Immersion Total reach: 173,246 Key website views: 3,237 Total unique clicks: 4,359 Average frequency: 10.12 Total impressions: 1,752,927
- 39. Results: ESL Immersion Facebook ads began
- 42. Takeaways: 1.You don’t have to spend a fortune to get people to your website. 2.People need to see an ad multiple times before clicking. 3.You need lots of clicks to even find a qualified lead. 4.Advertising takes time to work.
- 44. How to become a social media expert.
- 45. 1.Practice