Rose State College wants to improve its social media presence. The document analyzes implementing a social media plan for the Multimedia AAS degree program. It identifies the program's target market and online goals to connect current students, alumni, and promote classes and job opportunities. A strategy is proposed to add social media tools like blogs, videos and photos to the college website and engage the marketing department and students to facilitate the efforts. Progress will be monitored using analytics and regular reports.

1. Social Media Analysis and Strategy
Project Donna Wilson
Thursday, January 27, 2011
Introduction
Rose State College is a two-year community college offering many
transfer programs and AAS degrees. They have recently entered the social
media arena with Facebook, Twitter, YouTube and Flikr. There are currently
5-6 Facebook pages from specific groups and 2 Twitter accounts. Each
program could benefit by implementing a social media plan. Recruitment is
very important to the college. A social media strategy could impact the college
providing students with interaction and immediate response to questions and
news. A blog of testimonials of successful students could add to the
community’s involvement with the different programs available and the job
opportunities for specific programs.
The Multimedia AAS degree program is one that I would like to see a
social media plan implemented. I will be presenting a proposal to the VP of
marketing and discussing the possibility of including a Facebook page on the
RSC site. Since the stats are showing an increase in the percentage of
individuals on Facebook, it would appear to be a good time to enter the social
media arena of online marketing.
Brief SWOT Analysis
Strengths
§ Marketing department currently entering the social media market
§ At least one Faculty/staff from every division interested in learning
§ Administrators are supportive and want to see it implemented
§ Community involvement is a possibility
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2. We are finding a greater interest among the college faculty in tools
for recruitment. The marketing Department is involved in creating
more influential web presence.
Weaknesses
§ Faculty/staff too busy to have timely responses
§ Follow through on training of faculty/staff
§ An educational institution vs. a business entity
§ A disconnection between PR and disciplines
Although there is an interest sometimes after the semester begins,
faculty have a difficult time following through with the good ideas
presented and discussed during in-service development.
Many times the marketing department has a difficult time staying in
tune with what is happening in individual programs across campus.
Opportunities
§ Creating/joining online presence on sites where the company
currently doesn’t exist, i.e. linkedIn
§ New target or niche markets that are untapped
§ Promotions, scholarships, offers that can be utilized through social
media platforms
§ Penetration into a new geographical market
§ Use students to maintain the plan
I could see opportunities in several areas cropping up as a result of
an effective social media plan. This could be a way of opening up a
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3. new geographical market across the country by broadcasting
through blogs and other social media tools.
Threats
§ Will factors such as the economy effect the plan
§ Competitor is going after the same space or same audience with
similar plan
§ Are staff and management adaptable and prepared to accept
change?
I believe that the increase in a social media presence by
competitors and the lack of enthusiasm for the increased workload
to be the threats.
Target Market
• Current students, faculty and staff
• Prospective students, faculty, staff
• Consist of those currently in industry
• Tinker Air Force Base personnel
• High school students
Online Goals
• What specifically does the Multimedia Program want to
accomplish
• To create a social media presence that would invite current
students to stay connected
• So that Alumni can stay connected
• Promote new classes as they are developed
• Opportunities concerning jobs in the area in that field
Facilitate the Social Media Efforts
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4. • Marketing Department
• Students each semester have capstone projects
• Part of the capstone project would be to create social media to
promote the program and interview those graduating
• Interview Alumni
• Interview businesses that have hired students in the Multimedia
degree program
Analysis of Existing Website/Social Media Efforts
§ Social Media does exist
§ Does not invite interaction and collaboration
§ No forums
§ Social Media icons are there – but not inviting
§ Tools not integrated
Strategy For Existing Website
§ Adding Blog for the Multimedia Program
§ Managed by Capstone class students
§ Implement Widgets and Badges for the program
§ Connect to businesses that are on Advisory Committees
Social Media Tools Strategy
§ Change the icons to Widgets and Badges
§ Add LinkedIn
§ Hootsuite
§ Create commercial videos for Youtube
§ Upload photos of students projects into Flikr
§ Delicious account
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5. § Bookmarks to help Multimedia students
Analytics and Metrics
• Facebook
• Monitor the added Pages for conversation
• Blog
• Monitor and keep posts relevant for students
• Implement Widgets for stats on the Blog site
Use Google Analytics to monitor and give reports of those visiting
and those interacting with the site
Conclusion
§ Meet with the Marketing Department
§ Create interaction between students
§ Work towards changes to existing site
§ Permission to implement changes
§ Commitment by Faculty to help manage and train
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