Social Strategies: Using the Web to Engage Students

Jessica Krywosa, Director of Web Communication, Suffolk University

krywosa.comdoteduguru.com

@jesskry

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Getting Started

• creating the appropriate social media strategy

• integrating students' social media experience

• leveraging both on and off line communication

• measurement and outcomes

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Shiny Object Syndrome____________________________

Creating a Strategy

• define the problem 

• how are we currently addressing it

• audience research

• what is the appropriate solution

• are we social media ready

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Remember...

• its not about you: its about them

• 1/4 marketing, the rest is good will

• must remain vigilant

• watch & report

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Choosing a Platform

• what is our purpose for being social

• do we have experience in the space

• where is our audience already

• what is being said about us

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Listening Strategy

• if we don't know, we can't change

• customer service

• brand monitoring

• participation

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Audience Based

• where is our audience

• specialization, niche markets

• smaller conversations matter

• research, customer service, etc.

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Content Based

• what type of content will we produce

• how will we house this content

• administration of content sites

• integrated strategies

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Location Based

• considering location based media

• providing incentive

• tying in to events, campus connection

• accuracy of listings

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Facebook

• audience base & familiarity

• ease of connection, daily updates

• FBML & CMS

• branding

• simple is best

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Linkedin____________________________

• specific audience & niche

• answers and groups

• targeted to grad/law students

• create professional connections

• research post grad

Twitter____________________________

• immediacy of contact

• organization of conversations

• extremely mobile

• live tweeting

• co-tweet/hootsuite/etc.

Blogs____________________________

• CMS use

• RSS for content

• expand on topics

• continue a conversation

• highlight target audiences, expertise

Foursquare, etc.____________________________

• growing popularity, user base

• ability to craft university experience

•  prizes and pride

• creating a campus buzz

• not a campus tour

YouTube

• branded space (also Edu)

• create playlists

• promote events, majors, etc

• be creative

• promote class content

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Flickr____________________________

• create sets in one place

• groups for uploads/contests

•  contests and content

• stream into other sites

Promotion

• via email, print materials & web

• continued push for deeper content

• integration across platforms

• 'Easter eggs'

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Complete Integration

• print, web, offline, out of home, etc. via urls

• shorteners and anchor text

• cyclical nature of promotion

• continuation of a conversation

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Common Ground

• Branding: naming, logo and image use

• Guidelines: no profanity, porn, personal attacks, or vendors

• Best Practices: no spamming or overuse

• Being a user: proper voice, engagement goals, not just university focused

• Not a numbers game

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Working Together

• cross promotion

• create commonly used terms, etc. (hashtags, photo sets, etc.)

• social Media group on campus

• guidelines for all: even student groups

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Common Fears

• negative comments

• talk about things we don't want highlighted

• they don't want us 'in their space'

• not enough time

• posting too much

• too many accounts

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Gaining Momentum

• why would people want to join you

• benefits of joining the community

• show success stories

• follow through with ROI/Analytics

• create on campus support

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Events & Communication

• promotion

• real time event updates

• contests

• deadlines/updates/changes

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Marrying On and Off Line

• social is the communication culture

• so many opportunities (meetups, tweetups, FB events, etc)

• seamless communication

• change in culture/community

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User Generated Content

• leverage the audience

• work study

• contests

• connections

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Measurement & Outcomes

• remember why we are using social media

• how will we know we are successful

• analyzing more than numbers

• tying to university, not just departmental, goals

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____________________________questions?

Jessica Krywosa krywosa.com

doteduguru.com@jesskry