Download - Beyond Existing:Social Media Presentation
BEYOND EXISTING: Leveraging Social Media to Benefit
Students, Alumni & Employers
NYSCEEA 2012 Conference
Monday, October 15, 2012
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• Nationally ranked research university offering more than 50 comprehensive programs in business, engineering, science, liberal arts, health sciences and environmental studies at the undergraduate and graduate level
• The Clarkson School, an early college entrance program
• University Honors Program for highly gifted students from all majors
• International reputation in the fields of advanced materials science, biotechnology, environmental and energy, entrepreneurship and global supply chain management
• 3,500 undergraduate and graduate students and 270 faculty
• 19 varsity sports: two Division I (Men’s and Women’s Hockey) and 17 Division III
• Located in Potsdam, N.Y., the quintessential college town with four higher education institutions within a 10-mile radius, at the foothills of the Adirondack Mountains
Clarkson Facts
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Clarkson’s Career Center
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Social Media History
Quantifier Before After
Facebook July ‘09 – Dec. ‘11 Jan ‘12 – Present
Friends: ~32 341
Likes: ~147 545
LinkedIn Feb ‘10 – June ’11 July ‘11 – Present
Groups: 1 2
Members: 58 543, 508
Twitter Feb ‘10 – June ’11 July ‘11 – Present
Followers: ? 179
Presence without a purpose… before and after
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Note worthy
91.5% of Likers are under the age of 34
Likers represent 20 countries
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Strategy – Slow Growth
• Façade w/ emphasis on opportunities
• Student focused
• Informal & fun
• Mix of information
• Push content
• Professional in nature
• Target audience – recruiters and alumni
• Students – secondary
• Engage
Honorable Mentions:
KnightLinkSocial Media
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Account
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Page
Facebook Initiatives
1. Brand Proposition – Fun information & educationalCreate the relationshipEvents & articles (fun, student focused)
2. Brand Promise – The 50% partner Job & internship spotlights, relevant events, etc. Polls (pull to keep fresh)
3. Brand Experience – Audience focused Handouts, digital signs, friends of friends Mysterious “Friends Only” Events – Etiquette messages
Dress for Success – 40+ attendeesDining Etiquette – 16 attendees (first “15”)
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Employer Newsletter
Poll
Article
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Article
Events
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Press Releases
“Placement” Info/ Congrats
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LinkedIn Initiatives: Mentoring
Who: • Connect Clarkson students and alumni
Why created? Why LinkedIn?
What: • Encourage direct messages and discussions (pre-populate
some)
Got Alumni? • Advertised through Alumni Chapters, Alumni LinkedIn Group, Career
Fair, Alumni Reunion, Newsletter/Mailing• IBM Consultant-Student matching
Got Students?• Clarkson University clubs, organizations, sports• Training NOT required, materials provided
Combine with Alumni 5,000+ Group?
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Offering Advice
Encouragement
Networking
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Networking
Seeking Advice
Article / Education
LinkedIn Initiatives: Career Center
Who: • Connect Clarkson students, alumni & employers
Why: • Increase employer awareness, encourage
discussions & career exploration
What: • Post jobs, share employer focused articles, keep
recruiters abreast of university events & trends, facilitate discussions
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Job Posting
Videos
Off Campus - Job Search -
On Campus
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Events
How?
• Social Media Interns (2)– Facebook– LinkedIn
• 2 hours, twice a week• Staff feed content/articles occasionally
Outcomes
Applications
55%
Workshop Requests
89+Appointments
34.5%
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On the Horizon
• “Recruit the recruiters” in LinkedIn• Transition Facebook users to LinkedIn• Facebook “Tip of the Day”• Blogging• .• .
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Design your strategy
Design/Strategy
• Do we need social media?
• What purpose does it serve?
• What are our desired outcomes?
• How does it fit within operations or strategic plan?
Implementation/Tactics
• Research & review options and others
• Administration & staffing
• Goals and measurement
• Remaining relevant
• Focus on moderate growth
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Get Connected
Friend: Golden Knight
Like: Clarkson University Career Center (page)
Join: Clarkson University – Career Center (group)
Join: Clarkson University Mentor Program (group)
Connect: http://www.linkedin.com/in/karlafennell
Follow: @cucareer
Karla Fennell: [email protected] 315.268.6477