The document discusses the importance of social media in enhancing the student experience at the University of Bedfordshire, highlighting its role in customer service, brand visibility, and student engagement. It details strategies used across platforms like Twitter, Facebook, and Instagram to communicate with students and manage issues. The guidelines for social media usage emphasize responsiveness, innovative content, and the need for ongoing student interaction.

1. Using
Social Media
to improve
the Student
Experience
Paul Fryer
Digital Marketing
Manager
30 January 2014

2. 14th September 2012University of Bedfordshire 2
Social Media: Do’s and Don’ts
Public relations

3. 14th September 2012University of Bedfordshire 3
Social Media: Do’s and Don’ts
Loyalty building

4. 14th September 2012University of Bedfordshire 4
Social Media: Do’s and Don’ts
Collaboration

5. 14th September 2012University of Bedfordshire 5
Social Media: Do’s and Don’ts
Networking

6. 14th September 2012University of Bedfordshire 6
Social Media: Do’s and Don’ts
Student recruitment

7. 14th September 2012University of Bedfordshire 7
Social Media: Do’s and Don’ts
Customer service

8. Using social media to
improve the student experience
Why is social media important to us?
• 100% of Universities have a social media presence
• 18 – 24 is the primary demographic
• The whole world can now see if we
have any customer service issues
• Customer Service timeline – Student Experience
• Website less important
• Audience are now more marketing savvy
• 78% of consumers trust peer opinions
- Amazon, Trip Advisor (Student Room)

9. Why is social media important to us?
• People have always talked – one of many forums
• Easier to use a space they are already in
• The use of any form of technology to
communicate is transitory
• Failure to engage and listen could cost us
business and will mean we do not have our
ear to the ground
• Registration and WiFi issues
Using social media to
improve the student experience

10. Using social media to
improve the student experience
Twitter
• Over 30 accounts University wide. Main University
account (@uniofbeds has nearly 10,000 followers)
• Currently most powerful – due to extensive reach,
amount of activity, ease of updating, demographic
• Clearing – over 200 daily interactions (Freshers)
• 1-2 hours devoted daily to main account
(feedback required from all areas of the University)
• Working with departments on responses daily
• Monitoring sentiment and competitors

11. Using social media to
improve the student experience
Facebook
• 15+ regularly updated University
accounts
• More popular with key influencers
(parents) and International students
• 28,000+ likes on our main page
(potential reach of 180,000+ people
for campaigns)
• Targeted posts (based on age,
location, marital status, interest etc.)

12. Using social media to
improve the student experience
YouTube
• All pushed through one central account
with specific playlists (662,710 video views)
• Statistics on viewing patterns/calls to action
Instagram
• One account with over 200 followers
• Purely visual, can showcase University facilities
Blogging
• 10 University blogs. Also have student bloggers
• Blogger has high search engine optimisation (SEO)

14. Using social media to
improve the student experience
How we use it for customer service
Aug 2014 – Jan 2015

15. Using social media to
improve the student experience
Our practices – guidelines are in place
• Available on in.beds.ac.uk under ‘MARC’
• Ensure consistency and appropriateness
• Guidelines not policies – want to be innovative
• Advice on content – most popular
• Advice on audience - Peek analytics

16. Using social media to
improve the student experience
Website shares

17. Using social media to
improve the student experience
Automated Tweets
• Clearing 2014
• Retweeted over 837 times
• 1,600,000+ views
• Featured in Huffington Post
• Public apology needed

18. Using social media to
improve the student experience
How you can help
• Come to us for advice / guidance
• Tap into ready built audience and
content strategy
• What happened yesterday is irrelevant
• Quick response times
• 24/7 – evenings and weekends
Average of 28 a day in 2014
• Take ownership of problems
• Turning around complaints

19. Using social media to
improve the student experience
How social media can help
• Customer service
• Student retention
• Brand visibility – Google rankings
• Changing the public perception
of the University
• Reaching specific demographics
• Responding and diffusing issues and problems
• Helping us to offer a better student experience

20. Using social media to
improve the student experience
All equals positive feedback!

21. Task: How would you respond?
• University only mentioned (not talking directly to us)

22. Task: How would you respond?
• Respond immediately • Conversational tone

23. Task: How would you respond?
• Suggest other avenues

24. Task: How would you respond?
• Take conversation offline • Final positive feedback!• Student number