leveraging social media to drive awareness and increase engagement with students
DESCRIPTION
Session 28 FSA Fall Conference 2012. This session will provide financial aid administrators and college access professionals with an overview of FSA’s new social media platforms and activities. Learn how you can use online listening to create better content; leverage FSA content for your own Facebook, Twitter, and YouTube pages; increase student engagement with your pages and learn how you can measure effectiveness of your efforts.TRANSCRIPT
Nicole Callahan | Nov. 2012
U.S. Department of Education
2012 Fall Conference
Leveraging Social Media to Drive Awareness and Increase Engagement with Students
Session 28
What have we been up to?
• Social media isn’t new anymore(But it is evolving)
• Putting the customer first
• With that, drumroll please…
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StudentAid.gov Homepage
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Connect With Us!
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Facebookwww.facebook.com/FederalStudentAid
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Twitterwww.twitter.com/FAFSA
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YouTubewww.youtube.com/FederalStudentAid
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YouTube
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Storifywww.storify.com/FAFSA
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Storify
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Source: Storify.com
Visual.lywww.visual.ly/users/FederalStudentAid
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Infographics
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Use Listening to Create Better Content
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What is Online Customer Listening?
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Every good conversation starts with good listening
Getting Started…
Set up your search
Be prepared
Identify keywords
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Identify KeywordsKISS Consider
Misspellings
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Set Up Your Search
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Source: SocialMention.com
Set Up Your Search
ww
w.b
oard
read
er.c
om
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Source: BoardReader.com
Set Up Your Search
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Source: alerts.google.com
And As the Boy Scouts Said…
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You Can Listen Until You’re Blue in the Face
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Why do it?
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How we listen and what we listen to affects how we strategize and respond to our customers.
Create Relevant Content
Identify Key Customer Issues
Listening To Our Customers
Determine seasonal/timely content
Get feedback on our products and services
Identify FAQs
We use online customer listening to:
Create Relevant Content
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Identify Key Customer Issues
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Source: Twitter.com – All tweets public
Increase Student Engagement
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Visuals Visuals Visuals!
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Mobile
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Host “Office Hours” online
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Source: Twitter.com – All tweets public
Host “Office Hours” online
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Impromptu “Office Hours”
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Source: Twitter.com – All tweets public
Leverage FSA content for you own Facebook, Twitter and YouTube Accounts
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As My Mother Always Said…Sharing is Caring
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Beg, Borrow & Steal (Really!)
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Add the @FAFSA Stream to Your SiteGo to: http://twitter.com/widgets (must be logged in)
COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a>
<script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script>
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Embed our YouTube Videos In Your Site
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Embed our Infographics In Your SiteGo to: http://visual.ly/users/FederalStudentAid
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StudentAid.gov/resources
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Measure the Effectiveness of your Efforts
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How successful are you?
• The Big 6• Potential Reach• Engagement Volume• Amplification Rate• Engagement Rate• Conversion Rate• Impact Stories
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Impact Stories
Source: Twitter.com – All tweets public
Resources
Federal Student Aid Social Media
www.facebook.com/FederalStudentAid
www.twitter.com/FAFSA
www.youtube.com/FederalStudentAid
www.storify.com/FAFSA
www.visual.ly/users/FederalStudentAid
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Resources
Resources on StudentAid.gov
StudentAid.gov/resources
StudentAid.gov/social
Customer Listening Resources
www.socialmention.com
www.boardreader.com
www.alerts.google.com
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Social Media Measurement
Potential Reach Engagement Volume
# of comments, likes & shares
# of mentions, replies, retweets & favorites
# of comments, shares & thumbs up
(# of posts) * (# of followers)
(# of posts) * (# of fans)
(# of posts) * (# of subscribers)
Resources
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Amplification Rate Engagement Rate
Conversion Rate
# of comments, likes & shares per post
# of mentions, replies, retweets & favorites per tweet
# of comments, shares & thumbs up per post
Retweets per tweet
Shares per post
Number of clicks on the links in your social media posts
Share clicks per post
ResourcesSocial Media Measurement
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