Using Social Media to Reach College Students
Holly A. Foster
Alcohol, Tobacco & Other Drug Education Coordinator
The Gordie Center for Substance Abuse Prevention
The University of Virginia
People spend an average of 55 minutes per day on Facebook
How-to-videos are fastest growing vertical market
80% of Google traffic goes to the top 5 sites
374 million people have smart phones and that number is expected to top 800 million by the end of 2012
35 hours of YouTube videos are uploaded every MINUTE
Background/Stats
How are we using Social Norms Marketing?
Our current focus includes poster campaigns, stall seat journal and various campaigns.• Looking forward, social media is a new trend that gets information to
students in a comfortable format.
Stall Seat Journal
Social MediaWho are we?
How are we interacting online?
Social Media
Overview• Facebook
• Millenials
Social Media
In Higher Education AOD Prevention• How we communicate
• Passive to Interactive
What is social media?How are students using social media?
Social Media is:• Facebook, Twitter, YouTube, etc.
Social Media because:• As a listening tool to better understand your campus-community
• As a dialogue tool to better engage your community
• As a communication channel to build identity and send messages
Social NetworksFacebook v. Twitter v. YouTube
Facebook• Share, update, connect, comment
Twitter• Simple, flexible, fast
CONTAGION Concept
REMEMBER: PURPOSE IS KEY!
How we use FacebookGenerate enthusiasm for new campaign products being released.
Provide information about the campaign and when events and/or give-aways will occur.
Provide information about other events and opportunities on campus.
Support school pride and cultivate affiliation.
Publically recognize our social collaborators.
Expand social norms messaging.
Gordie Center Facebook Pagehttp://www.facebook.com/GordieFoundation
Where we struggle
Current thought process
Why Twitter?
How We Use Twitter
http://twitter.com/#!/GordieCenter
Gordie Center Twitter FeedWhere we are• Struggles
• When it is useful
Why YouTube?
How we use YouTube
YouTube Videos are very common
http://www.youtube.com/user/UVaGordieCASE
Gordie Center/ADAPT YouTube Account
Student Project
Peer Educators and Social Norms Marketing with Social Media
How can we use social media to reach students with social norms marketing information?
So what do we need to teach peer educators in terms of being able to actively use social media in a responsible and meaningful way?
Take the LEAP
LISTEN and learn
Where and how to ENGAGE
AND
Develop your PRESENCE
LISTEN and Learn
What am I listening for?• Attitudes (beliefs and values)
• Level of knowledge/misconceptions
• Popular language
• Groups of like-minded opinions
• Opposing opinions
• Trends
Making a Social Media Plan
Who is our target? Where do they live online?Where does social media fit into the overall communication plan?Who are our key spokespersons?What policies do we need to set?• Representation policy?• Civility policy?
How will we incorporate social media into other coalition activities?
Evaluation
Free: Tweet Deck
Low Cost: UberVu
Expensive: Lithium
Looking Ahead
I (imagine)
D (design)
E (engage)
A (act)
L (learn; what worked)
S (sustain)
Hindsights, Pitfalls, ChallengesLet them build it and they will come.Believe in what you are doing.Keep it organic – when working within social networks – and particularly social media – reactance and rejection of messages is high if people feel sold to. Be a knowledgeable advisor - not a salespersonBe responsible for what you writeSocial media only exists because the face-to-face world exists.Prepare well - and then let goAbove all else – have fun!
QUESTIONS?
RESOURCESAllen, Rebecca (2010). Social Media: Connecting with your Collaborators. HEC Webinar.CADCA: http://www.cadca.org/SoMeWikiCDC 2011 National Conference on Health Communication, Marketing & Media.Berkowitz, A.D. (2003). The Social Norms Approach: Theory, Research and Annotated Bibliography. Higher Education Center. www.higheredcenter.org.Hara, B. (2003). Think Before You Tweet (or Blog or Update a Status). The Chronicle of Higher Education. www.chronicle.com/blogsNational Social Norms Institute at the University of Virginia. www.socialnorm.org.Workman, Thomas. (2010). Employing Social Media for Coalition-based Prevention. HEC Webinar.
Develop your PRESENCEGo Alice - Columbia
http://www.facebook.com/home.php#!/Alice.CU
Gordie Centerhttp://www.facebook.com/home.php#!/GordieFoundation
YouTube – Foxfield Safety Videohttp://youtu.be/pImjokP49TQ
YouTube – Gordie Center/Haze Trailerhttp://www.youtube.com/watch?v=QFoAST6r_QM
Illinois Higher Education Centerhttp://www.facebook.com/pages/Illinois-Higher-Education-Center-for-AODV-Prevention/
105820379438139?sk=wall
http://youtu.be/pSm7BcQHWXk<iframe width="560" height="349" src="http://www.youtube.com/embed/pSm7BcQHWXk" frameborder="0" allowfullscreen></iframe>