Will PatchManchester University

IACAC Fall Congress 2013

» REALIZE: Every situation is different

» Why do you want a presence on specific networks?

» Each network takes time to maintain

» Each network has a different identity

» Don’t have a presence just to have it˃ It should be maintained well

˃ Having a strong presence in a few places is better than being spread thin

» YouTube – >1 billion/month

» Facebook – 1.15 billion

» Twitter – 555 million

» Google+ - 343 million

» LinkedIn – 238 million

» Instagram – 150 million

» Tumblr – 108.9 million

» Pinterest – 70 million

» Wordpress – 66 million

» Think about who you want to reach and engage˃ What information do you want to provide?

» Different networks can be used for different audiences

» Facebook˃ 18-24, men, women account for 2/3 of engagement though

» Twitter˃ 18-29, affluent, urban minorities

» Pinterest˃ College educated women under 50

» Google+˃ 24-35 men, college educated

» Tumblr˃ Under 30, most used social media among high school students

» Time˃ Very time consuming

˃ How does it fit in your schedule?

˃ Planning, writing content, posting, interacting, moderating

» People˃ Will it just be you?

˃ Will students be involved?

» Video/photography˃ Where is the equipment coming from?

˃ What content?

˃ Who will take?

˃ Who will edit?

» Do you have one?

» Are you complying?

» Communicate among departments to make sure you are all on the same page

» Reach: Status > Video > Photo > Link

» Engagement: Photo > Video > Status > Link

» Use hashtags

» Interact with your audience

» Moderate comments

» Use Insights

» Post suppression still used, engagement can counter this (so does paying for ads)˃ Pay attention to PTAT (People Talking About This)

» Use good quality photos, but try to keep under 3MB for covers

» High Schools˃ News and Events

˃ Photo albums to showcase school culture

˃ Use as a staff recruitment tool – job searchers look at social media

˃ Make sure to use the profanity block list and moderate postings from others to keep out spam

˃ Ex: North Shore Country Day, Canterbury School, Olentangy Local Schools

» Higher Ed˃ Connect with students and alumni

˃ News updates

˃ Interact with the community

˃ Ex: Virtually any college or University

» Know who uses Twitter

» Have a hashtag plan

» There are 5 types of tweets:˃ Humorous

˃ Educational

˃ Semi-promotional

˃ Conversational

˃ Opinionated

» Utilize search

» Respond to mentions

» Be aware of font colors and profile placement

» High Schools˃ Updates, updates, updates

˃ Help promote school pride

˃ Weather delays or schedule changes

˃ Student spotlights: Friends can easily share and promote the school

˃ Retweet good information about college, SAT/ACT, FAFSA, school groups

˃ Ex: @lchsbears, @elderhighschool, @canterburyfw

» Higher Ed˃ Interact with current and future students

˃ Answer questions

˃ Make use of hashtag campaigns to build interactions

˃ Ex: Virtually any college or university

» Experiment with board names

» If you repin, check the links first

» Have your goal in place˃ Photo album

˃ Tangential information

˃ “Follower fodder”

» Need good photos if you’re uploading

» High School˃ Showcase campus events and activities to show culture and personality

˃ College prep boards help centralize information

˃ Ex: Sewickley Academy, North Shore Country Day, Gross Catholic HS, Auburn Public Schools

» Higher Ed˃ Visually beautiful with good descriptions are the best

˃ Showcase local area and attractions

˃ Ex: Michigan, Anderson, Briar Cliff, Manchester

» Treat as Facebook for a more mature, technical, and professional audience˃ Lives in between LinkedIn and Facebook

» Hangouts can help connect

» Make the post interesting and with a large, high quality image

» Ex: Harvard, Brother Rice High School, (excellent engagement) Wil Wheaton

» Blog, very visual

» Best for photos, not links

» Ex: Cal Research - ucresearch.tumblr.com

» Videos are extremely important for higher ed

» Showcase programs, profiles, or just fun

» Should be short 1.5-2 min max

» Ex: University of Minnesota, Iowa

» New kid on the block

» Made for colleges to target high school students

» Not fully implemented yet

» Use consistently across networks˃ Resize for different requirements

» Make it clear enough to be seen in news feeds and on phones

» Don’t change often, or at all

» Use unique hashtags: #XYZHigh2017 for events not #Classof2017 (see @elderhighschool)

» General tags work best for campaigns (see @mercedesbenz)

» Utilize search, see what students are using

» Don’t use more than 3 in a post

» This photo received over 23,000 interactions in the first 24 hours alone

» Content is king

» Be authentic.

» Stay active. More importantly, be interactive.

» A few well run networks is better than being everywhere poorly

» Talk to people, see what others are doing

» Be multichannel in your approach

» If you have an idea for a new approach, don’t be afraid to try it on a small scale

» “Sandbox” networks first

» Keep reading and learning

» Don’t restrict access or commenting.

» Try to be unique, if it doesn’t work, you’ve learned something

» Track followers, reach, and engagement

» Post or page level data

» Shows stats for the site you have verified

» Shows average repins, impressions, and clicks/day

» Shows tips to improve each metric

» Hootsuite – Post scheduling for multiple outlets, paid version offers analytics and more features

» Crowdbooster – Analytics and scheduling for Facebook and Twitter

» LikeAlyzer - Very intelligent analytics and tips for Facebook pages – measures on presence, dialogue, action, and information.

» Tagboard – Tracks hashtags across most platforms

» Follower growth˃ How many new followers are gained in a certain timeframe

» Reach˃ How many unique users are reached in a certain timeframe

» Interactions˃ How many users interact with your content in a certain timeframe

» Return on Investment (ROI)˃ Interactions/post

» Natural Audience Ratio˃ Followers/enrollment

˃ Best for comparing networks or your performance vs. competitors

» Facebook˃ Used primarily for news updates, geared towards parents and alumni

˃ 2-3 updates per day

» Over 6 months:˃ 32.7% growth to 5,613

˃ 1,524,623 reached

˃ 159,054 interactions

˃ 346 ROI

˃ 4.32 NA ratio

» Twitter˃ Mostly for current students and high school

˃ Updates of campus activities and upcoming event promotion

˃ More frequent updates and interactions

» Over 6 months:˃ 39.2% growth to 1,572

˃ 1,671,387 reached

˃ 1,756 interactions

˃ 4.1 ROI

˃ 1.21 NA ratio

» Pinterest˃ Used for reaching out to new audiences

˃ Tangential information for current and prospective students

˃ Scholarship information

» Over 6 months:˃ 406.9% growth to 3,650

˃ 7,022,701 reached

˃ 205,319 interactions

˃ 211 ROI

˃ 2.81 NA ratio

» Content updates in relation to followers˃ 3+ times/day – 198 new/month AVG (5 - 2,076 range, N=35)

˃ 1-2 times/day – 83 new/month AVG (-1,130 - 1,934 range, N=80)

˃ 3-6 times/week – 46 new/month AVG (-2 - 493 range, N=93)

˃ 1-2 times/week – 34 new/month AVG (0 - 287 range, N=102)

˃ 1-4 times/month – 28 new/month AVG (-1 - 111 range, N=53)

˃ Less than 1/month – 18 new/month AVG (0 - 82 range, N=22)

˃ Never – 19 new/month AVG (-22 - 251 range, N=268)

» www.marketingland.com/library/social-media-marketing-news

» www.socialmediaexaminer.com

» www.emoderation.com/social-media-blog

» thenextweb.com

» socialmediatoday.com

» www.scoop.it/t/emerging-online-media