THE BENEFITS OF USING SOCIAL MEDIA IN THE OFFICE OF GRADUATE STUDIES AT STOCKTON UNIVERSITY

Tara WilliamsApril 19, 2016

The Office’s overall goal is to bring people into the funnel. Typically it begins at the prospect (potential grad student) level. To get people from prospect to inquiry (the moment they inquire about a program), they need to know our University. Social

media assists us with this.

Target Audience

Being respectful on social media has been discussed often in this course. In order to share any content on social media, it must

be respectful to your audience. The moment a prospect feels disrespected, we lose a

potential student. Therefore, before posting anything on social media, the content needs

to be vetted in order to ensure respect is given to the any audience.

Step 3: An increase in applications and then enrollment.

% increase of Facebook likes and Twitter/Instagram followers

Tangible Benefits of Using Social Media

The funnel will show how people came in. We can compare to social media to see if that was the way of entering funnel.

Increase of attendees at events

Step 2: Increase attendance at recruitment events, i.e. Open Houses and Info Sessions

Step 1: Increase traffic on social media sites.

Performing the task in step 1 will lead to step 2, then ultimately (and hopefully step 3)!The task of brand awareness is my overall job in Graduate Studies.

Intangible Benefits of Using Social Media Other departments at

Stockton knowing what we do

Measures of brand awareness: brand recognition, recall, top-of-mind and name dominance. Surveying is best way of measurement.

The mission of our office is not widely known around campus, so by using social media, we can educate the Stockton community about what we do.

Increase in engagement with our office and anecdotal messages of engagement.

Current Stockton graduate students feeling connected to our

office

Brand awareness

1. To increase traffic on social media, I will post more content and ask for shares, likes or retweets to increase visibility on others’ pages.Suggested Measurement – I will track the number of likes/shares/comments on FB, retweets/likes/comments on Twitter, and comments/likes on Instagram a weekly basis.

Action Steps

2. To increase attendance at events, I will post all events on social media and encourage others to share the event.Suggested Measurement – I will track the number of attendees at events and number of retweets or shares of the events on social media

3. To increase brand awareness from prospects and Stockton departments, I will sponsor ads on social media or pay for posts to be promoted.Suggested Measurement – I will track traffic to our website via the ads. Facebook was a sophisticated way to perform this task.

Credits and Additional Sources

@StocktonGrad

Three Credits:Facebook: StocktonGradTwitter: @Stockton_GRADInstagram: Stockton University Grad

Reference on Brand Awareness: https://en.wikipedia.org/wiki/Brand_awareness