Likes, Hearts & Tweets

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Likes, Hearts & Tweets:Empowering students with active participation by harnessing the collective intelligence of social media.April Holder@apeholderTRiO ETS AdvisorGrand Valley State University

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Active participation:Social media encourages voluntary participation and new interactions. If created and nourished correctly, social media can empower students.

E.g. TwitterPew Research Center: Twitter News Consumers: Young, Mobile & Educated

Preparing students to competently navigate & positively influence our changing world

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Collective intelligence:The important thing about social media is the real people who use it and their social interactions

Social media is supposed to be a dialogue, not a monolog

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Whatis social media?

Social media is a conversation supported by online tools- Jara, Parra & Skarmeta, Participative marketing: Extending social media marketing though the identification and interaction capabilities form the internet of things.

What is social media?

Others:

Signal VineSee The Hechinger Report: can u fix education w/ txts?

VinePlatform to share short videos

The Big TwoFACEBOOKTWITTERMost common platform among teens and parentsTwo in five (39%) African-American teens & 23% white teens use Twitter2Post pictures & text, without limitPost pictures & text, with 140 character limitSchedule statuesScheduled tweets with free software3Directly connect with students & parentsDirectly connect with community members, pass on newsHashtagsHashtags, RT, FavoritesFree page metrics (statistics)Search hashtags

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What social media platforms would you consider including in your social media strategy?

Breakout Discussion

Whysocial media?

Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gatheringDavis, K. (22014, August 26). The Real Generation Gap: How Adults and Teens Use Social Media Differently (Infographic). Retrieved April 7, 2015, from http://www.entrepreneur.com/article/228029Bennett, S. (2014, April 2). 67% Of Americans Use Social Media (With One In Six Active On Twitter) [STUDY]. Retrieved April 7, 2015, from http://www.adweek.com/socialtimes/social-media-america/497615?red=at

Edison Researchsurveyed more than two thousand U.S. citizens aged 12 and older as to how theyre using digital platforms and found that 67 percent of respondents use social media. 2014#

Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering73% of US teens 12-17 are onFacebook&64% them use it everyday1

Brand reputation is built by the customer through their experience with the product or service.Customer experience is being empowered with the communication and interaction capabilities from social media#

Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gatheringNonprofits attribute their social media success to:

41%Developing a detailed social media strategy37%Having executive management make social media a priority28%Dedicating a current or new position specifically to social mediaDoresy, P. (2013, March 13). Fundraisers & Giving: The Power of One. Retrieved from http://blog.abila.com/the-power-of-one/

Not a huge percentage, but still displays the picture that community members are participating too!

Understand whats happening in your industry - education is no different!

Locate influencers & decision makers to engage them in real time#

5%Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gatheringDavis, K. (22014, August 26). The Real Generation Gap: How Adults and Teens Use Social Media Differently (Infographic). Retrieved April 7, 2015, from http://www.entrepreneur.com/article/228029

Brand reputation is built by the customer through their experience with the product or service.Customer experience is being empowered with the communication and interaction capabilities from social media#

Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

Brand reputation is built by the customer through their experience with the product or service.Customer experience is being empowered with the communication and interaction capabilities from social mediaAmplify your brand, not your expenses!#

Why social media?Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

All events, services, etc are in one place. Easy for students to access your information.

Tell your story to captivate your audiance.#

Why is developing a social media strategy necessary to reach out to the students you serve?

Breakout Discussion

How?How do I create a social media strategy?

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Steps:Establish SMART GoalsAudit your social presenceDevelop a content strategy The broad rules of social mediaUse helpful templates to streamline process

Establish SMART goalsAlign with program goals

PROGRAM GOALSSOCIAL GOALSProgram awarenessSocial reach (shares, retweets)Thought leadership (intriguing, innovative & inspiring)Respect & collaborationRecruitmentActionsServicesPlatform for conversation

Breakout Discussion

Audit your social presenceInventory all profiles representing your program.

How?Rule #1: ListenStop thinking campaigns, start thinking conversations

Mobile platform a possibility?

Gain Feedback Are students engaged?

Google Alerts

Ask for help if you need it

Rule #1: ListenGoogle Alerts, checking briefly every dayRule #2: EngageRule #3: MeasureAudience, engagement, loyalty, influence, actionMetrics should always map to goals. Period.

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Further ExplorationThe Hechinger Report: can u fix education w/ txts?How To Create A Social Media Marketing Plan In 6 StepsOn a lighter note: Welcome to college Ill be your guide

@apeholder@MichiganCAPP

How?Rule #2: EngageCreate content thats shareable

Update content often

Downloads

Use catchy headlines

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How?Rule #3: MeasureAudience, engagement, loyalty, influence, action

Metrics should always map goals. Period.

Rule #1: ListenGoogle Alerts, checking briefly every dayRule #2: EngageRule #3: MeasureAudience, engagement, loyalty, influence, actionMetrics should always map to goals. Period.

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Develop a Content StrategyBridging where you are to where you want to be:Define original content your program will create and poste.g. program updates, eventsDefine type of contact you will sharee.g. scholarship opportunities, FAFSA updates, education current eventsdefine frequency of posts by platformX channels/ X times of day

Useful Hootesuite templates to save you hours of work:Find them here: http://blog.hootsuite.com/social-media-templates/

My recommendations:Social Media Strategy TemplateSocial Media Audit TemplateEditorial Calendar TemplateSocial Profile Image Sizes

How do you want to implement this strategy?

Keep in mind,

TimeBudgetMotivation

Delegate?

TRY: Social Media Content Calendar

A few words about FERPASM are communication tools and are no different than the telephone or email when it comes to how we apply FERPA. FERPA allows directory information to be disclosed without permissionNameEmailClassMajor Field of studyHonors and awardsYou are expected to notify parents (if student is under 18) annually about releasing directory information.

Citations1: King, D. L. (2015). Why use social media?Library Technology Reports,51(1), 6-9,2. Retrieved from http://search.proquest.com.ezproxy.gvsu.edu/docview/1646465090?accountid=39472: Mary, M. (2013, May 21). Teens, Social Media, and Privacy. Retrieved April 11, 2015, from http://www.pewinternet.org/2013/05/21/teens-social-media-and-privacy/3: Try futuretweets.com. Its free software that allows you to schedule singular or recurring tweets.4: Thought Leaders: Insights on the future of business by Joel Kurtzman5: Stop Using FERPA as a Social Media Banhammer November 22, 2011 - 8:28pm By Eric Stoller