Social Media Case Study Presentation

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Presented to my Public Relations class on 11/9/11. Gave my classmates ice cream to enjoy while listening to my presentation!

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  • Source: "Social Media in Higher Education for Marketing and Communications | .eduGuru." .eduGuru - Internet Marketing, Web Analytics and Social Media in Higher Education . 19 Aug. 2008. Web. 08 Nov. 2011. <http://doteduguru.com/id423-social-media-uses-higher-education-marketing-communication.html>. Video obtained from: http://www.youtube.com/watch?v=MpIOClX1jPE&list=FLmDjFxbJYyL0WJPEwja2GlQ&index=3&feature=plpp_video Photo obtained from: http://free-extras.com/search/1/ice+cream.htm
  • Source: "Social Media in Higher Education for Marketing and Communications | .eduGuru." .eduGuru - Internet Marketing, Web Analytics and Social Media in Higher Education . 19 Aug. 2008. Web. 08 Nov. 2011. <http://doteduguru.com/id423-social-media-uses-higher-education-marketing-communication.html>.
  • Obtained by: http://pewresearch.org/pubs/1831/generations-online-2010
  • Source: Efthymios Constantinides & Marc C. Zinck Stagno (2011): Potential of the social media as instruments of higher education marketing: a segmentation study, Journal of Marketing for Higher Education, 21:1, 7-24
  • Source: Efthymios Constantinides & Marc C. Zinck Stagno (2011): Potential of the social media as instruments of higher education marketing: a segmentation study, Journal of Marketing for Higher Education, 21:1, 7-24
  • Source: Johnson, Timothy C. "Who and What Influences Choice Of University? Student and University Perceptions." American Journal of Business Education 3.10 (2010): 15-23. "Social Media in Higher Education for Marketing and Communications | .eduGuru." .eduGuru - Internet Marketing, Web Analytics and Social Media in Higher Education . 19 Aug. 2008. Web. 08 Nov. 2011. <http://doteduguru.com/id423-social-media-uses-higher-education-marketing-communication.html>.
  • Source: http://mashable.com/2009/07/15/social-media-public-affairs/
  • Source: http://mashable.com/2011/10/10/universities-social-media/
  • Social Media Case Study Presentation

    1. 1. Social Media Use in Higher Education Recruitment Efforts Jennifer Drake ENG 6303 November 2011
    2. 2. Social Media is Like Ice Cream <ul><ul><li>Comes in all kinds of flavors with the opportunity to </li></ul></ul><ul><ul><li>Humanize stories </li></ul></ul><ul><ul><li>Create loyalty </li></ul></ul><ul><ul><li>Earn future business </li></ul></ul><ul><ul><li>Social Media in Plain English </li></ul></ul>
    3. 3. The Conversation Prism Listening Learning Sharing
    4. 4. Social Media Use by Generation
    5. 5. Social Media User Segments <ul><li>Beginners (29.5%) - low levels of social media use </li></ul><ul><li>Social users (40%) - information exchanging (sharing pictures & videos) only </li></ul><ul><li>Informational users (29.8%)– Search for new contacts, university information, product reviews </li></ul><ul><li>Stay in touch with contacts </li></ul><ul><li>Share opinions </li></ul><ul><li>Vote in polls </li></ul>
    6. 6. Percentage of segments that found given sources (very) useful
    7. 7. Social Media is Changes How Public Relations and Marketing Experts Communicate <ul><li>Supplements traditional media </li></ul><ul><li>Influences peer-to-peer communication </li></ul><ul><li>Moving away from sender-receiver model </li></ul><ul><li>Uses receiver-to-sender model </li></ul><ul><li>Provides opportunities to change perceptions </li></ul><ul><li>Begins conversation </li></ul><ul><li>Modernism or Post-Modernism? </li></ul>
    8. 8. How are colleges using Social Media? <ul><li>Algonquin College </li></ul><ul><li>Ottawa, Ontario, Canada </li></ul><ul><ul><li>Case Study - Algonquin College </li></ul></ul><ul><li>Emerson College </li></ul><ul><li>Boston MA </li></ul><ul><li>Case Study – Emerson College </li></ul>
    9. 9. Examples of social media use <ul><li>Sharing Information </li></ul><ul><li>Highlight interesting articles </li></ul><ul><li>Showcasing student and faculty work </li></ul><ul><li>Videos, photos, sample writings </li></ul><ul><li>Broadcasting events </li></ul><ul><li>Live tweets and video </li></ul><ul><li>Connecting people </li></ul><ul><li>Gathering spot for people to communicate </li></ul><ul><li>Creating a dialogue </li></ul><ul><li>Response to Facebook posts, blog comments, tweets </li></ul><ul><li>Producing not just promoting </li></ul><ul><li>Publishing tool to connect directly with audiences </li></ul>
    10. 10. Best Practices for Universities <ul><li>Develop a strategy and set goals </li></ul><ul><li>What content? How often? What audience? </li></ul><ul><li>Select platforms </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Empower individual departments </li></ul><ul><li>Unique messages and distinct audiences </li></ul><ul><li>Establish guidelines </li></ul><ul><li>Ensure consistency and appropriateness </li></ul><ul><li>Develop a consistent voice </li></ul><ul><li>An extension of the school’s brand </li></ul><ul><li>Communicate across campus </li></ul><ul><li>Foster collaboration and communication with other </li></ul><ul><li>departments involved in social media </li></ul>
    11. 11. It’s Never Too Late to Engage in Social Media <ul><li>104 year old explains the Internet </li></ul><ul><li>The social media conversation is happening regardless of an institution’s participation. </li></ul>

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