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#HigherEd: Maximizing Your Social Media Efforts

Lacy Myers Multimedia Coordinator

Oklahoma College Assistance Program

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It’s Not Rocket Science…

It’s Harder!

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Today’s Topics

• Developing your message

• Leveraging your platforms

• Enhancing your presence

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Developing Your Message

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Who’s Your Audience?

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What’s Your Message?

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Why Does Your Voice Matter?

“How you communicate – the words you use and the ways you organize them– brands your organization as much as that little logo you use or those razzle dazzle graphics or those expensive ad campaigns.”

– Candi Harrison, Candi on Content

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This Is Your Voice

• Your writing style – Use of contractions, sentence structure, plain

language, tone, etc.

• Your personality – Your comparisons or examples – Storytelling – Use of humor

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Be Careful With Humor

• Hey, you’re not supposed to be funny! – You may be the expert on a serious topic;

your audience won’t expect humor.

• What? – Most humor is based on cultural references; if

your audience falls in a different demographic than yourself, the meaning might be lost.

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Why an Editorial Calendar?

• Helps you balance your content – General information – Inspirational – Special promotions/tools – Evergreen content

• Address multiple audiences • Implement timing strategies • Acts as a record

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Creating an Editorial Calendar

1. Make a list of what your audience expects from you.

2. Add topics you need/want your audience to think about/understand.

3. Brainstorm timely industry topics and be aware of trending topics (news & pop culture).

4. Create reoccurring weekly themes (i.e. Throwback Thursday).

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Editorial Calendar Components

1. Make a list of what your audience expects from you.

• Reminders about deadlines and other information related to financial aid

• Their responsibilities as a borrowers • Encouragement to make smart decisions with

money/personal finance topics

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Editorial Calendar Components

Add topics you need/want your audience to think about/understand.

2.

• Borrow only what you need for school • Live a frugal life in college • Loan repayment options • Keep seeking free money—grants and scholarships • Learn how to budget and build credit wisely • Know that the financial aid is here to help

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Editorial Calendar Components

Brainstorm timely industry topics and be aware of trending topics (news & pop culture)

3.

• First day of spring • Spring break • NCAA March Madness • St. Patrick’s Day • Graduation prep

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Editorial Calendar Components

Create reoccurring weekly themes 4.

• Tuesday Tools: highlight helpful tools for students • Throwback Thursday: What’s something you wish

you could have told your freshman self? • Frugal Fridays: Tips to make your college dollars

stretch

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Sample Editorial Calendar

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Content Tips

• Write in first person; it takes up less space and is easier to understand.

• Talk to people, not about them.

• Be timely and relevant.

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Leveraging Social Media Platforms

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Timing

• When’s the best time to post on social media?

Whenever your audience will see it!

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A Facebook post receives half of its reach within 30 minutes.

Did You Know?

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More people access Facebook from a mobile device than a desktop.

Did You Know?

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80% of 18-44 year olds check their smartphone as soon as they wake up.

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When Might Be a Good Time?

• Early morning • Between work and dinner • Bedtime/late evening

• During work hours • After dinner • Weekends

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Don’t Work in a Silo

• Share content from other departments, businesses or organizations

• Develop a social media workgroup or form strategic friendships with others utilizing social media as a business tool

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In Yo’ Face!

• Promote your platforms – Website templates – Business cards – Email signatures – Conversations – During sessions/presentations – Publications – Contests

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Enhancing Your Online Presence

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Use Images

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Give Shout Outs

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Show Familiar Places and Faces

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Let Your Personality Shine Through

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Images on Pinterest

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Image Tips

• Use images that add value – “Real” people – Products – Action shots

• Try to avoid “fluff” images

– Inspirational quotes are different

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Good Photos

= Real

People

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Users Ignore Stock

Photos

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Meaningful Images

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Brand Your Platforms

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Facebook

• Your avatar (profile picture) – 180 X 180 pixels

• Cover photo – 851 X 315 pixels

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Twitter

• Background – 1920 X 1080 pixels

• 194px usage on each side – If centered

• Profile Picture – 81 X 81 pixels

• Header – 520 X 260 pixels

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Google+, LinkedIn and YouTube

• Google+ banner – 2120 X 1192 pixels

• LinkedIn banner – 646 X 220 pixels

• YouTube banner & background – 2120 X 1195 pixels

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Closing Remarks

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In Closing…

• No one has social media 100% figured out – It’s human behavior; enough said – Cut, measure, cut some more

• Don’t put too much value in numbers

– The number of followers is fairly meaningless – It’s better to have a smaller number of

engaged users than the masses

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