Social Media Comes of Age: Universities Get Results From Social-Powered Campaigns

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Volume 41, Number 4 July–September 2013 Community-College

description

This is an article I wrote for SCUP’s Planning for Higher Education Journal (July–September 2013) that shares some insights about how universities have used social media in different campaigns. It contains three case studies: William & Mary’s Ampersandbox; Florida State’s Great Give; and Missouri University of Science and Technology’s use of social media in crisis communications. Examples are taken from case studies in our book, Social Works.

Transcript of Social Media Comes of Age: Universities Get Results From Social-Powered Campaigns

Page 1: Social Media Comes of Age: Universities Get Results From Social-Powered Campaigns

Volume 41, Number 4July–September 2013

Community-College

Page 2: Social Media Comes of Age: Universities Get Results From Social-Powered Campaigns

FEATURE ARTICLE

Social Media Comes of AgeUniversities Get Results From Social-Powered Campaignsby Michael Stoner

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IF YOU’RE ONE OF THOSE PEOPLE who think that social media isn’t an essential component of a university’s marketing, communications, and engagement strategy, it’s WLPH�WR�ZDNH�XS�DQG�REVHUYH�WKH�GDWD�

,QVWLWXWLRQV�DURXQG�WKH�ZRUOG�XVH�YDULRXV�VRFLDO�FKDQQHOV²blogs, Twitter, Facebook, YouTube, and many others—as an integral part of campaigns designed to achieve important RXWFRPHV���,Q�UHVHDUFK�FRQGXFWHG�ZLWK�WKH�&RXQFLO�IRU�Advancement and Support of Education and the Huron Consulting Group [CASE, mStoner, and Huron Education 2013; Stoner and Slover-Linnett 2012], we’ve learned that more than half of CASE-member institutions use social media LQ�WKHLU�FDPSDLJQV���$QG�WKHLU�UHVXOWV�RIWHQ�UHLQIRUFH�WKH�YDOXH�RI�FRQWLQXHG�LQYHVWPHQW�LQ�WKH�XVH�RI�VRFLDO�PHGLD�

2XU�ERRN��6RFLDO�:RUNV��+RZ��+LJKHU(G�8VHV��6RFLDO0HGLD�WR�5DLVH�0RQH\��%XLOG�$ZDUHQHVV��5HFUXLW�6WXGHQWV�DQG�*HW�Results �('8QLYHUVH�0HGLD�������KWWS���PVWQU�PH�7N;Z/X���FRQWDLQV����FDVH�VWXGLHV�WKDW�LOOXVWUDWH�PDQ\�GLHUHQW�approaches to creating, conducting, and succeeding in ZHDYLQJ�VRFLDO�FKDQQHOV�LQWR�FDPSDLJQV��7KUHH�RI�WKHVH�FDVH�VWXGLHV�DUH�SUHVHQWHG�LQ�DEULGJHG�IRUP�ODWHU�LQ�WKLV�DUWLFOH��

Here’s some of what we’ve learned about using social media as part of a campaign:

��� SET CLEAR GOAL S AND MEASURE PROGRESS AGAINST

THEM . )RU�H[DPSOH��7KH�8QLYHUVLW\�RI�1RWWLQJKDP¶V�(OHFWLRQ������FDPSDLJQ�EHJDQ�ZLWK�VSHFL¿F�REMHFWLYHV�that included quantitative measurements like “involving

at least four new politics [department] academics in media activity by the end of the campaign” and “supporting student recruitment and increasing DSSOLFDWLRQV�E\�DW�OHDVW�¿YH�SHUFHQW� �7KHVH�JRDOV�ZHUH�WLHG�WR�WKH�XQLYHUVLW\¶V�VWUDWHJLF�SODQ��2WKHU�VXFFHVVIXO�FDPSDLJQV�VHW�JRDOV�WKDW�DUH�OHVV�VSHFL¿F��EXW�WKDW�DUH�ULJRURXVO\�PHDVXUHG�QRQHWKHOHVV�

��� DEVELOP A PL AN. Even a simple campaign needs a plan: it’s not that the plan itself is so important, but the process of planning helps to identify potential challenges and opportunities and encourages planners WR�WKLQN�DERXW�KRZ�WR�RYHUFRPH�WKHP��)RU�H[DPSOH��LI�a campaign is going to ask for contributions of videos, images, or other content, it’s essential to ensure that WKHUH¶V�D�VWRFNSLOH�RI�PDWHULDO�WR�SULPH�WKH�SXPS��7KH�8QLYHUVLW\�RI�:LVFRQVLQ�0DGLVRQ�GLG�WKLV�LQ�LWV�VXFFHVVIXO��8:5LJKW1RZ�FDPSDLJQ�WKDW�IRFXVHG�RQ�GRFXPHQWLQJ����KRXUV�LQ�WKH�OLIH�RI�WKH�XQLYHUVLW\�DQG�LWV�DOXPQL�DQG�IULHQGV�DURXQG�WKH�ZRUOG�

��� THE SOCIAL CHANNEL S YOU USE DEPEND ON THE

GOAL S YOU SET. �,Q�JHQHUDO��)DFHERRN�DQG�7ZLWWHU�DUH�the most commonly used social channels in campaigns, but there’s often a good reason to use another channel LQVWHDG��)RU�H[DPSOH��LQ�D�FDPSDLJQ�RHULQJ�FRQFHUW�tickets in return for tweets, Foursquare check-ins, or D�YLGHR��:HEVWHU�8QLYHUVLW\�LQ�6W��/RXLV�XVHG�7ZLWWHU�EHFDXVH�LW�GHWHUPLQHG�WKDW�LWV�FDPSDLJQ��RHULQJ�merchandise in return for content) violated Facebook’s

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��� IT ’S A MULTI -CHANNEL WORLD. Although social channels are integral components of campaigns today, a VXFFHVVIXO�FDPSDLJQ�XVHV�RWKHU�FKDQQHOV��WRR��(�PDLO�LV�often a killer app, the critical channel that knits together RQOLQH�DQG�RLQH�FKDQQHOV�DQG�SHRSOH��LQVSLULQJ�WKHP�to take action—as Florida State University learned in its IXQG�UDLVLQJ�FDPSDLJQ��VHH�EHORZ��

7KH�FDPSDLJQV�SUR¿OHG�LQ�SOCIAL WORKS represent a wide YDULHW\�RI�DSSURDFKHV��6RPH�KDG�¿[HG�VWDUWLQJ�DQG�HQGLQJ�SRLQWV��2WKHUV�DUH�RQJRLQJ��6RPH�IRFXVHG�RQ�RQH�PDMRU�FRQVWLWXHQW�JURXS��OLNH�SURVSHFWLYH�VWXGHQWV�RU�DOXPQL��6RPH�KDG�FOHDUO\�GH¿QHG�JRDOV�HVWDEOLVKHG�LQ�WKH�EHJLQQLQJ�WKDW�didn’t change much as the campaign progressed; in others, goals changed, developing and solidifying as the campaign XQIROGHG��6RPH�FDPSDLJQV�ZHUH�EDVHG�RQ�IDLUO\�GHWDLOHG�SODQV�IURP�WKH�VWDUW��2WKHUV�IROORZHG�D�SULQFLSOH�RI�³ODXQFK�and learn,” meaning that those responsible for the campaign paid close attention to what their audiences responded to and DGMXVWHG�WKHLU�WDFWLFV�DFFRUGLQJO\�

:KDW�WKH\�DOO�GHPRQVWUDWH��WKRXJK��LV�WKDW�VRFLDO�PHGLD�has come of age and colleges and universities have become increasingly sophisticated in using them in their DGYDQFHPHQW��UHFUXLWPHQW��HQJDJHPHQW��DQG�RWKHU�DFWLYLWLHV�

CASE STUDY 1

A DISTINCTIVE PRINT/WEB APPROACH TO ADMISSIONS MARKETING —AMPERSANDBOX AT THE COLLEGE OF WILL IAM & MARY1

High school seniors and their families see countless mailings IURP�DGPLVVLRQV�RFHV�DFURVV�WKH�FRXQWU\�WKDW�RIWHQ�EOXU�WRJHWKHU�DQG�ODFN�LQGLYLGXDO�LPSDFW�

1 This is an abridged and updated version of “A Distinctive Print and Web Approach to College Marketing: Ampersandbox at the College of William & Mary,” one of the case studies in Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get

$GPLVVLRQV�OHDGHUV�DW�WKH�&ROOHJH�RI�:LOOLDP��0DU\�NQHZ�this when they embarked on a project to create new student UHFUXLWPHQW�PDWHULDOV�LQ�ODWH�������7KH\�QHHGHG�D�VROXWLRQ�that stood out from the competition, had immediate visual LPSDFW��DQG�GURYH�WUDF�WR�WKH�FROOHJH�ZHEVLWH��

7KH�KLJKO\�LQQRYDWLYH�VROXWLRQ��WKH�$PSHUVDQGER[��7KLV�XQLTXH�FDPSDLJQ�FRQFHSW�WHOOV�VWRULHV�DERXW�:LOOLDP��0DU\�WKURXJK�ZRUG�SDLUV�MRLQHG�E\�WKH�:LOOLDP��0DU\�DPSHUVDQG�along with engaging images from the college’s Flickr IHHG��8QOLNH�WUDGLWLRQDO�GLJLWDO�DQG�SULQW�YLHZERRNV��WKH�$PSHUVDQGER[�KDUQHVVHG�WKH�LQWHUDFWLYH�RSSRUWXQLWLHV�RQH�XVXDOO\�¿QGV�RQOLQH��,W�FDQ�EH�H[SHULHQFHG�DV�SULQW��DV�SULQW�DQG�ZHE��RU�RQOLQH�RQO\�

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This unique connection between print and web propelled WKH�$PSHUVDQGER[�SURMHFW�WR�JUHDW�VXFFHVV��)URP�6HSWHPEHU����������WR�0D\�����������WKH�$PSHUVDQGER[�ZHEVLWH�KDG�D�WRWDO�RI��������YLVLWV�ZLWK�PRUH�WKDQ��������XQLTXH�YLVLWRUV��$QG�LQ�������XQGHUJUDGXDWH�DGPLVVLRQV�UHPDLQ�KHDOWK\��The applicant pool for the freshman class of 2013 was three percent larger than in 2012, according to Henry Broaddus, :LOOLDP��0DU\¶V�DVVRFLDWH�SURYRVW�IRU�HQUROOPHQW�DQG�Results, edited by Michael Stoner (EDUniverse Media 2013).You can learn more about Social Works at http://mstnr.me/TkXwLu.

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Following the launch, The Washington Post and The &KURQLFOH�RI�+LJKHU�(GXFDWLRQ�wrote articles about the SURMHFW��DQG�WKH�$PSHUVDQGER[�YLHZERRN�DQG�PLFURVLWH�DOVR�received several awards, including Council for Advancement and Support of Education (CASE) and University and College 'HVLJQHUV�$VVRFLDWLRQ��8&'$��DZDUGV�

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2I�FRXUVH��WKLV�H[FLWHPHQW�ZRXOG�QRW�KDYH�EHHQ�JHQHUDWHG�without clear objectives resulting in a strong campaign that VWRRG�RQ�LWV�RZQ��EXW�DOVR�VXSSRUWHG�:LOOLDP��0DU\¶V�RYHUDOO�FRPPXQLFDWLRQV�HRUWV��:LWK�DQ\�FDPSDLJQ��FRQVWLWXHQWV�should be able to make an easy connection between the FDPSDLJQ�DQG�WKH�LQVWLWXWLRQ��)RU�H[DPSOH��WKH�WHDP�PDGH�VXUH�WKDW�WKH�PLFURVLWH�DQG�WKH�PDLQ�:LOOLDP��0DU\�ZHEVLWH�complemented each other, allowing for a seamless transition ZKHQ�YLVLWRUV�OLQNHG�IURP�RQH�WR�WKH�RWKHU��

And, it’s always a good sign when a new campaign sparks PRUH�GLVFXVVLRQ�DERXW�LQQRYDWLYH�LGHDV��,Q�WKLV�FDVH��WKH�$PSHUVDQGER[�SURPSWHG�KLJK�OHYHO�FRQYHUVDWLRQV�DERXW�FUHDWLYH�ZD\V�WR�XVH�WKH�DPSHUVDQG�LQ�:LOOLDP��0DU\��

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CASE STUDY 2

FLORIDA STATE UNIVERSIT Y’S “GREAT GIVE” ONLINE GIV ING CAMPAIGN GOES V IR AL 2

Three months of planning doesn’t sound long enough to SUHSDUH�D����KRXU�IXQG�UDLVLQJ�FDPSDLJQ�WR�UDLVH�����������7R�VRPH��WKDW�ZRXOG�VRXQG�LPSRVVLEOH�

Yet this was the challenge that faced Florida State University’s WKHQ�GLUHFWRU�RI�DQQXDO�JLYLQJ�&KDG�:DUUHQ�DQG�KLV�VWD�RI�WZR�IXQG�UDLVHUV��,W�KDG�RQO\�EHHQ�D�PRQWK�VLQFH�WKH�)68�team had participated in an online and social media training ZRUNVKRS��%XW�:DUUHQ�DQG�KLV�WHDP�KDG�EHHQ�KHDULQJ�D�ORW�about social media and fund-raising, and they were ready to SXW�WKLV�NQRZOHGJH�LQWR�DFWLRQ��7KH�UHVXOW�ZDV�D�UREXVW�DQG�KLJKO\�HHFWLYH�FDPSDLJQ�EDVHG�HQWLUHO\�RQ�ZHE�DQG�VRFLDO�PHGLD�WRROV²WKH�¿UVW�RI�LWV�NLQG�DW�)68��7KH�SXUSRVH��UDLVH����������WR�FHOHEUDWH�WKH�VFKRRO¶V����VW�DQQLYHUVDU\�

2 This is an abridged version of “The Great Give Online Goes Viral: Florida State University,” one of the case studies in Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get Results, edited by Michael Stoner (EDUniverse Media 2013). Learn more about Social Works at http://mstnr.me/TkXwLu and download a copy of the Great Give case study at http://mstnr.me/Xjzr6M. The original case study was written by Justin Ware, director of interactive communication at Bentz Whaley Flessner (see his bio at http://www.bwf.com/who-we-are/team/justin-j-ware/).

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,Q�ODWH�IDOO�������WKH�)68�DQQXDO�JLYLQJ�WHDP�VWDUWHG�ZLWK�two goals: increase the online giving dollar amount and DWWUDFW�QHZ�RQOLQH�GRQRUV��7KH�)68�)RXQGDWLRQ�UHFHLYHG�tens of thousands of gifts in 2011, but only about one percent RI�WKHP�ZHUH�RQOLQH�GRQDWLRQV��:DUUHQ�VDZ�WKLV�DV�D�JROGHQ�RSSRUWXQLW\�WR�LQFUHDVH�RQOLQH�JLYLQJ�

The Great Give, as the campaign was dubbed, was set for -DQXDU\����DQG�����������6RFLDO�PHGLD�DQG�RQOLQH�WRROV�WRRN�RYHU�IURP�WKH�¿UVW�GD\�RI�SODQQLQJ��:DUUHQ�DQG�KLV�WHDP�produced YouTube videos and used social media channels to HQJDJH�VXSSRUWHUV�DQG�VSUHDG�WKH�ZRUG��7KH\�DOVR�DUUDQJHG�in-person meetings with donors and picked up the phone to FRQQHFW�ZLWK�SRWHQWLDO�VXSSRUWHUV��

,Q�WKH�UXQ�XS�WR�WKH�FDPSDLJQ��WKH�)68�DQQXDO�JLYLQJ�team sought online ambassadors: donors who agreed to KHOS�HQJDJH�WKHLU�IULHQGV�LQ�WKH�FDPSDLJQ��9ROXQWHHUV�DQG�XQLYHUVLW\�VWD�DOVR�KHOSHG�ZLWK�WKLV�VHDUFK��7KH�DQQXDO�giving team found student volunteers who joined the FDPSDLJQ�HRUW�DV�ZHOO��6WXGHQW�OHDGHUV�FRQWDFWHG�RWKHU�students to spread the word about the campaign, which drew SOHQW\�RI�H[FLWHPHQW�DFURVV�)68�FLUFOHV�

$OO�RI�WKLV�UHVXOWHG�LQ�VLJQL¿FDQW�VWXGHQW�LQYROYHPHQW�LQ�WKH�*UHDW�*LYH��1RW�RQO\�GLG�VWXGHQWV�HQOLVW�WKH�VXSSRUW�RI�other students and their parents as donors, but they also became familiar with providing philanthropic support to the XQLYHUVLW\�ZHOO�EHIRUH�WKHLU�JUDGXDWLRQ�

,Q�WKH�¿UVW�IHZ�KRXUV�RI�WKH�*UHDW�*LYH��WKH�FDPSDLJQ�UDLVHG����������7KH�)68�DQQXDO�JLYLQJ�WHDP�NHSW�WKH�H[FLWHPHQW�high with pre-packaged social media updates for online DPEDVVDGRUV��)RU�H[DPSOH��WKH�XSGDWHV�ZHQW�RXW�WR�WKH�DPEDVVDGRUV�WKURXJK�DQ�H�PDLO�PHVVDJH�VD\LQJ��³,I�\RX�DUH�DW�\RXU�)DFHERRN�SDJH�LQ�WKH�QH[W�¿YH�WR�WHQ�PLQXWHV��KHUH¶V�D�VXJJHVWHG�)DFHERRN�PHVVDJH�WR�SXW�RQ�\RXU�ZDOO� �,QLWLDOO\��WKH�WHDP�ZRUULHG�WKDW�DPEDVVDGRUV�PLJKW�EHFRPH�RYHUZKHOPHG�E\�WKH�DPRXQW�RI�H�PDLO��2Q�WKH�FRQWUDU\��PRUH�

than once, online ambassadors contacted the annual giving WHDP�WR�DVN�ZKHQ�WKH�QH[W�H�PDLO�ZRXOG�DUULYH�

2QOLQH�DPEDVVDGRUV�DQG�WKHLU�IULHQGV�ZHUH�SLYRWDO�WR�WKH�VXFFHVV�RI�WKH�)68�*UHDW�*LYH��,Q�WKH�HQG��LW�ZDV�WKH�VRFLDO�PHGLD�FKDWWHU�WKDW�PDGH�DOO�WKH�GLHUHQFH��'XULQJ�WKH�campaign, the FSU annual giving team conducted surveys alongside the giving process to learn how donors heard about WKH�FDPSDLJQ��7KH�UHVXOWV�����SHUFHQW�VDLG�ZRUG�RI�PRXWK�����percent said e-mail, and Facebook and the FSU website came LQ�DW���SHUFHQW�HDFK��+RZHYHU��:DUUHQ�VDLG�PXFK�RI�WKH�³ZRUG�of mouth” likely came through digital means, such as an H�PDLO��WH[W��RU�)DFHERRN�SRVW��5HPHPEHU��LQ�WKLV�GLJLWDO�HUD��ZRUG�GRHVQ¶W�MXVW�VSUHDG�GRRU�WR�GRRU�

Social media channels drove the Great Give to a very VXFFHVVIXO�FRQFOXVLRQ��%\�PLGQLJKW�RQ�-DQXDU\��������������hours after the campaign started), the campaign had raised more than $186,000 and attracted nearly 300 new donors WR�)68��$QG��WKH�XQLYHUVLW\¶V�¿UVW�RQOLQH�RQO\�FDPSDLJQ�accomplished all of this by spending just under $20,000 on direct mail promotion and fund-raising counsel before the HYHQW�

The guiding principle behind the campaign was simple: meet \RXU�GRQRUV�ZKHUH�WKH\�DUH��7RGD\��GRQRUV�RIWHQ�XVH�D�PL[�RI�H�PDLO��WH[WLQJ��ZHEVLWHV��DQG�YDULRXV�VRFLDO�QHWZRUNV�LQFOXGLQJ�)DFHERRN��7ZLWWHU��DQG�,QVWDJUDP��7KLV�PDNHV�LW�essential for institutions such as FSU to employ a broad array RI�FRPPXQLFDWLRQV�WRROV�LQ�WKHLU�IXQG�UDLVLQJ�HRUWV�

,Q�WKH�PRQWKV�DIWHU�WKH�*UHDW�*LYH��WKH�FDPSDLJQ�JDUQHUHG�SOHQW\�RI�DWWHQWLRQ�RQ�WKH�)68�FDPSXV�DQG�EH\RQG��,W�EHFDPH�a model for online and social media fund-raising in higher HGXFDWLRQ��,Q�WKH�IXWXUH��WKH�)68�DQQXDO�JLYLQJ�WHDP�ZLOO�be considering ways to make the fund-raising process even EHWWHU��$FFRUGLQJ�WR�:DUUHQ��WKH�SRVW�FDPSDLJQ�GLVFXVVLRQ�included potentially dropping direct mail altogether given WKH�ORZ�UHVSRQVH�UDWH�WR�WKDW�FRPSRQHQW�RI�WKH�FDPSDLJQ��,I�

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that were to happen, the FSU team could carry out future FDPSDLJQV�DW�WKH�FRVW�RI�����H[FOXGLQJ�VWD�WLPH�

CASE STUDY 3

SOCIAL MEDIA AND CRISIS COM MUNICATIONS AT M ISSOURI UNIVERSIT Y OF SCIENCE AND TECHNOLOGY3

:KHQ�D�FULVLV�KLWV��VRFLDO�PHGLD�FDQ�GHOLYHU�LPSRUWDQW�PHVVDJHV�WR�PDQ\�DXGLHQFHV�DW�D�UDSLG�SDFH��+RZHYHU��ZLWK�all the messaging that occurs on multiple channels, the DWPRVSKHUH�DSSHDUV�ULSH�IRU�FRQIXVLRQ��+RZ�FDQ�D�XQLYHUVLW\�or college break through the virtual noise and make sure its FRQVWLWXHQWV�DUH�UHFHLYLQJ�LPSRUWDQW�HPHUJHQF\�PHVVDJHV"

2Q�0D\�����������D�UHPDUNDEOH�H[DPSOH�RI�KRZ�WR�XVH�VRFLDO�media for crisis communications began to unfold when a sudden emergency occurred at Missouri University of Science DQG�7HFKQRORJ\��$�VKRRWHU�ZLWK�DQ�DVVDXOW�ULÀH�GURYH�RQWR�WKH�FDPSXV�HDUO\�WKDW�PRUQLQJ�ZLWK�SROLFH�LQ�KRW�SXUVXLW��

After a phone call from the campus police chief alerted them WR�WKH�RQJRLQJ�FKDVH��WKH�0LVVRXUL�67�FRPPXQLFDWLRQV�WHDP�VSUDQJ�LQWR�DFWLRQ��7H[W��SKRQH��DQG�H�PDLO�DOHUWV�ZHQW�RXW�WR�DOO�VWXGHQWV��IDFXOW\��DQG�VWD�ZKR�ZHUH�VLJQHG�XS�WR�UHFHLYH�FDPSXVZLGH�HPHUJHQF\�QRWL¿FDWLRQV��1H[W��WKH�WHDP�SRVWHG�VLPLODU�QRWLFHV�RQ�WKH�XQLYHUVLW\¶V�RFLDO�7ZLWWHU�DQG�Facebook accounts and switched the campus home page to D�IDVW�ORDGLQJ��WH[W�RQO\�VLWH�WKDW�ZRXOG�SURYLGH�XSGDWHV�DQG�VDIHW\�QRWLFHV�

+HUH�LV�RQH�RI�WKH�HDUO\�WZHHWV��SRVWHG�DIWHU�WKH�VXVSHFW�ÀHG�WKH�SUHPLVHV��³6XVSHFW�KDV�OHIW�FDPSXV��7KRVH�RQ�FDPSXV�FRQWLQXH�WR�VHFXUH�EXLOGLQJV�DQG�VWD\�LQGRRUV��,I�\RX�DUH�QRW�RQ�FDPSXV�DYRLG�FDPSXV�

3 This is an abridged version of “Social Media and its Role in a Crisis at Missouri University of Science and Technology,” one of the case studies in Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get Results, edited by Michael Stoner (EDUniverse Media 2013). You can learn more about Social Works at http://mstnr.me/TkXwLu. The original case study was written by Andrew Careaga, Missouri S&T’s director of communications.

Later tweets were more detailed: “Suspect was last seen near :KLWH�&ROXPQV�'U��ZHDULQJ�D�EOXH�DQG�ZKLWH�W�VKLUW�DQG�SRVVLEO\�NKDNL�FDUJR�VKRUWV��PVW�HGX��

The university’s website URL was eventually added to outgoing social media posts in order to direct people to DGGLWLRQDO�LQIRUPDWLRQ�RQ�PVW�HGX��7KH�VLWH�IHDWXUHG�UHJXODU�updates, emergency notices, police press releases, contact LQIRUPDWLRQ�IRU�ORFDO�DXWKRULWLHV��DQG�RWKHU�UHVRXUFHV��

,Q�D�PRUH�FRQYHQWLRQDO�FRPPXQLFDWLRQV�SURFHVV��SXEOLF�messages would not have been seen until administrators DSSURYHG�WKH�XQLYHUVLW\¶V�¿UVW�SUHVV�UHOHDVH�DQG�VHQW�LW�RXW�LQWR�WKH�ZRUOG��+RZHYHU��JLYHQ�WKH�UDSLGO\�HYROYLQJ�VLWXDWLRQ�RQ�WKH�0LVVRXUL�67�FDPSXV��GLUHFWRU�RI�FRPPXQLFDWLRQV�$QGUHZ�&DUHDJD�DQG�KLV�WHDP�IRXQG�LW�IDU�PRUH�HHFWLYH�WR�post regular social media updates to communicate with their FRQVWLWXHQWV�IURP�WKH�VWDUW��6SHFL¿FDOO\��WKH�FRPPXQLFDWLRQV�WHDP�VWDUWHG�WKHVH�SRVWV�DERXW����PLQXWHV�EHIRUH�WKH�¿UVW�press release was issued and more than two hours before ORFDO�SROLFH�KHOG�WKHLU�¿UVW�SUHVV�FRQIHUHQFH�

The communications team started these posts DERXW����PLQXWHV�EHIRUH�WKH�¿UVW�SUHVV�UHOHDVH�

ZDV�LVVXHG�DQG�PRUH�WKDQ�WZR�KRXUV�EHIRUH�ORFDO�SROLFH�KHOG�WKHLU�¿UVW�SUHVV�FRQIHUHQFH�

7KH�UHVXOW"�$�VDIH�FDPSXV��DQ�LQIRUPHG�SXEOLF��DQG�KLJK�SUDLVH��$V�RQH�SDUHQW�SRVWHG�RQ�)DFHERRN��³7KH�VFKRRO�GLG�DQ�DPD]LQJ�MRE�ZLWK�WKH�ORFN�GRZQ�DQG�DOHUW�V\VWHP��-RE�ZHOO�GRQH�DQG�ZH¶UH�UHOLHYHG�LW�LV�RYHU� �7KH�6W��/RXLV�3RVW�Dispatch responded with a Storify article titled “How a 8QLYHUVLW\�&RYHUHG�,WV�2ZQ�/RFNGRZQ� �$OVR��ORFDO�UHSRUWHUV�UHOLHG�RQ�0LVVRXUL�67¶V�VRFLDO�PHGLD�XSGDWHV�WR�LQIRUP�WKHLU�FRYHUDJH�

However, the university’s rapid and well-coordinated UHVSRQVH�ZDV�WKH�UHVXOW�RI�JRRG��VROLG�ORQJ�WHUP�SODQQLQJ��The crisis communications plan detailed the roles of campus XQLWV�DQG�NH\�FRQVWLWXHQW�JURXSV�GXULQJ�D�FULVLV��6XFK�D�SODQ�

Planning for Higher Education Journal | V41N4 July–September 2013 Michael Stoner | 45

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LV�SLYRWDO�WR�DQ�HHFWLYH�FULVLV�UHVSRQVH�DQG�QHHGV�EX\�LQ�IURP�DFURVV�WKH�LQVWLWXWLRQ��:KLOH�DQ�LQVWLWXWLRQ¶V�PDLQ�communications team trained in social media should be in FKDUJH�RI�DOO�FULVLV�FRPPXQLFDWLRQV�SODQQLQJ�DQG�H[HFXWLRQ��WKH�FDPSXV�SROLFH�FKLHI�OHDGV�WKH�HPHUJHQF\�UHVSRQVH�LWVHOI��

Although a crisis plan contains important guidelines, just KDYLQJ�WKH�SODQ�LV�QRW�HQRXJK��&DUHDJD�UHFRPPHQGV�WKH�following steps:

» CONDUCT TABLETOP EXERCISES . The campus police and the communications team should come together DW�OHDVW�RQFH�D�\HDU�WR�FRQGXFW�WDEOHWRS�H[HUFLVHV��practicing crisis management and becoming familiar ZLWK�WKHLU�UROHV�

» TEST YOUR SYSTEMS. ,W¶V�LPSRUWDQW�IRU�DQ�LQVWLWXWLRQ�WR�UHJXODUO\�WHVW�LWV�FDPSXVZLGH�HPHUJHQF\�QRWL¿FDWLRQ�V\VWHP��7KH�67�FRPPXQLFDWLRQV�GHSDUWPHQW�WHVWV�LWV�V\VWHP�RQFH�HDFK�VHPHVWHU�

» HAVE A BACKUP WEBSITE. An institution should have D�TXLFN�ORDGLQJ��WH[W�RQO\�YHUVLRQ�RI�LWV�ZHEVLWH�WKDW�FDQ�EH�VZLWFKHG�LQ�DQG�DFWLYDWHG�LQ�FDVH�RI�DQ�HPHUJHQF\��0LVVRXUL�67¶V�³,Q�&DVH�RI�(PHUJHQF\´�VLWH��$OHUW�PVW�HGX��FRXOG�EH�XVHG�DV�D�PRGHO��%H�VXUH�WKH�VLWH�ORDGV�TXLFNO\�DQG�KDYH�D�PLUURU�VLWH�KRVWHG�R�FDPSXV�

» MONITOR CONVERSATIONS IN SOCIAL MEDIA . Monitor online conversations about your institution as part of \RXU�URXWLQH��7KLV�LV�JRRG�UHSXWDWLRQ�PDQDJHPHQW��which becomes even more important both during and DIWHU�D�FULVLV�

» DEBRIEF AND LEARN AF TERWARD. ,PPHGLDWHO\�following any crisis situation, an institution’s communications team should meet with campus police and other key constituent groups to discuss the handling RI�WKH�HYHQW�DQG�ZKDW�PLJKW�EH�FKDQJHG�QH[W�WLPH��$IWHU�WKH�FULVLV�RI�0D\�������WKH�67�FRPPXQLFDWLRQV�team made changes to its internal processes to improve crisis communications to the campus and the public,

its response to media inquiries, and the monitoring of online conversations about the crisis as the situation GHYHORSV�

REFERENCES

&$6(��P6WRQHU��DQG�+XURQ�(GXFDWLRQ��������Best Practices in Social 0HGLD��6XPPDU\�RI�)LQGLQJV�IURP�WKH�)RXUWK�&RPSUHKHQVLYH�6WXG\�RI�6RFLDO�0HGLD�8VH�E\�6FKRROV��&ROOHJHV�DQG�8QLYHUVLWLHV��5HWULHYHG�$XJXVW����������IURP�WKH�:RUOG�:LGH�:HE��KWWSV���GO�GURSER[XVHUFRQWHQW�FRP�X����������&$6(�+XURQ�P6WRQHU�60�����WRSOLQH�SGI���$OWHUQDWH�OLQN��KWWS���PVWQU�PH�=%]ROL�

6WRQHU�DQG�6ORYHU�/LQQHWW���������6RFLDO�0HGLD�DQG�$GYDQFHPHQW��Insight from Three Years of Data��:KLWH�SDSHU��WKH�7KLUG�$QQXDO�Survey of Social Media in Advancement conducted by CASE, mStoner, DQG�6ORYHU�/LQQHWW�6WUDWHJLHV��5HWULHYHG�$XJXVW����������IURP�WKH�:RUOG�:LGH�:HE��KWWS���GO�GURSER[XVHUFRQWHQW�FRP�X����������6RFLDO0HGLD���$GYDQFHPHQWB�����SGI���$OWHUQDWH�OLQN��KWWS���PVWQU�PH�7S437Y�

AUTHOR BIOGR APHY

During more than 30 years as a communicator and consultant, MICHAEL STONER, the president RI�P6WRQHU��,QF���KDV�VHUYHG�PRUH�than 275 education institutions, QRQSUR¿WV��DQG�EXVLQHVVHV�RQ�IRXU�FRQWLQHQWV��+H�LV�UHFRJQL]HG�

DV�DQ�DXWKRULW\�RQ�KRZ�LQVWLWXWLRQV�FDQ�XVH�WKH�,QWHUQHW��WKH�ZHE��DQG�VRFLDO�PHGLD�WR�FRPPXQLFDWH�HHFWLYHO\�ZLWK�WKHLU�FRQVWLWXHQWV�DQG�KRZ�WKH\�FDQ�HHFWLYHO\�LQWHJUDWH�FRPPXQLFDWLRQV�DFURVV�FKDQQHOV��$�SLRQHHU�LQ�HFRPPXQLFDWLRQV��KH�SXEOLVKHG�KLV�¿UVW�HPDLO�QHZVOHWWHU� LQ������DQG�FRPSOHWHG�KLV�¿UVW�XQLYHUVLW\�ZHEVLWH�SURMHFW� LQ������

Along with Rob Cima and Voltaire Miran, Michael launched P6WRQHU�LQ�������7RGD\�P6WRQHU¶V�DVVLJQPHQWV�LQFOXGH�,QWHUQHW�VWUDWHJLHV��ZHEVLWHV��VRFLDO�PHGLD��SULQW�GHVLJQ��and broader marketing initiatives for schools, colleges,

Planning for Higher Education Journal | V41N4 July–September 2013 Michael Stoner | 46

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Page 8: Social Media Comes of Age: Universities Get Results From Social-Powered Campaigns

XQLYHUVLWLHV��SURIHVVLRQDO�VFKRROV��DQG�DVVRFLDWLRQV��&OLHQWV�LQFOXGH�%URZQ�8QLYHUVLW\��&ROOHJH�RI�:LOOLDP��0DU\��&ROXPELD�8QLYHUVLW\��)DVKLRQ�,QVWLWXWH�RI�7HFKQRORJ\��*HRUJH�School, Kellogg School of Management, Yale Law School, DQG�PDQ\�RWKHUV��:LWKLQ��HGX��P6WRQHU�KDV�GHYHORSHG�PRUH�LQVWLWXWLRQ�ZLGH�,QWHUQHW�VWUDWHJLHV��LPSOHPHQWHG�PRUH�content systems campuswide; and designed and implemented PRUH�ZHEVLWHV�WKDQ�DQ\�RWKHU�DJHQF\�

Michael has spoken at hundreds of professional conferences and workshops (AMA, CASE, NACAC, UCDA, and the College %RDUG��DQG�PDQ\�RWKHUV���+H¶V�WKH�HGLWRU�RI�6RFLDO�:RUNV��+RZ��+LJKHU(G�8VHV��6RFLDO0HGLD�WR�5DLVH�0RQH\��%XLOG�$ZDUHQHVV��5HFUXLW�6WXGHQWV�DQG�*HW�5HVXOWV�(EDUniverse 0HGLD��������KWWS���PVWQU�PH�7N;Z/X����+H¶V�DXWKRUHG�ERRN�FKDSWHUV�IRU�&$6(�DQG�2SHQ�8QLYHUVLW\�3UHVV�ERRNV�and his articles have appeared in The Chronicle of Higher (GXFDWLRQ��&$6(�&XUUHQWV��WKH�&ROOHJH�%RDUG¶V�2Q�7DUJHW�DQG�7KH�&ROOHJH�%RDUG�5HYLHZ��DQG�1$&$&¶V�-RXUQDO�RI�&ROOHJH�$GPLVVLRQ��DPRQJ�RWKHUV��+H¶V�EORJJHG�VLQFH�������DW�KWWS���ZZZ�PVWRQHU�FRP�EORJ���

Planning for Higher Education Journal | V41N4 July–September 2013 Michael Stoner | 47

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Planning for Higher Education Journal | V41N4 July–September 2013

Planning for Higher Education Society for College and University Planning

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