northeast region of the national council on black

NORTHEAST REGION OF THE NATIONAL

COUNCIL ON BLACK AMERICAN AFFAIRS 2015 CONFERENCE

GATEWAY COMMUNITY COLLEGE

SOCIAL MEDIA ENGAGEMENT:5 SUCCESSFUL

MEDIA STRATEGIES FOR YOUR INSTITUTION

DR FAY MAUREEN [email protected]

LAGUARDIA COMMUNITY COLLEGE

SOCIAL MEDIA ENGAGEMENT: WORKSHOP OUTLINE

•WORKING DEFINITIONS•SOCIAL MEDIA TODAY…..A BRIEF SUMMARY•THE ROLE OF SOCIAL MEDIA IN COMMUNITY COLLEGES •ICONS AND TERMS-”WHAT DOES THAT MEAN” ..•FIVE SUGGESTED STRATEGIES•Q AND A..

SOCIAL MEDIA ENGAGEMENT: 5 SUCCESSFUL MEDIA STRATEGIES FOR YOUR INSTITUTIONSPRESENTATION WORKING DEFINITIONSSOCIAL MEDIA SOCIAL NETWORKING

SOCIAL MEDIA ENGAGEMENT: PRESENTATION WORKING DEFINITIONS

SOCIAL MEDIA -SOCIAL MEDIA ARE WORKS OF USER-CREATED VIDEO, AUDIO, TEXT OR MULTIMEDIA THAT ARE PUBLISHED AND SHARED IN A SOCIAL ENVIRONMENT, SUCH AS A BLOG, PODCAST, FORUM, WIKI OR VIDEO HOSTING SITE. MORE BROADLY, SOCIAL MEDIA REFERS TO ANY ONLINE TECHNOLOGY THAT LETS PEOPLE PUBLISH, CONVERSE AND SHARE CONTENT ONLINE..(SOCIALBRITE.ORG, WIKIPEDIA)

SOCIAL MEDIA ENGAGEMENT: 5 SUCCESSFUL MEDIA STRATEGIES FOR YOUR INSTITUTIONS

PRESENTATION WORKING DEFINITIONSSOCIAL NETWORKING -SOCIAL NETWORKING IS THE ACT OF SOCIALIZING IN AN ONLINE COMMUNITY. A TYPICAL SOCIAL NETWORK SUCH AS FACEBOOK, LINKEDIN AND TWITTER WHICH ALLOWS YOU TO CREATE A PROFILE, ADD FRIENDS, COMMUNICATE WITH OTHER MEMBERS AND ADD YOUR OWN MEDIA. (SOCIALBRITE.ORG/GLOSSARY)


SOCIAL MEDIA TODAY….A BRIEF SUMMARY•IN A NEW SURVEY CONDUCTED IN SEPTEMBER 2014, THE

PEW RESEARCH CENTER FINDS THAT• FACEBOOK REMAINS BY FAR THE MOST POPULAR SOCIAL

MEDIA SITE. 71% OF ADULTS ONLINE USE FACEBOOK


SOCIAL MEDIA TODAY…..A BRIEF SUMMARY•MULTI-PLATFORM USE IS ON THE RISE: 52% OF ONLINE ADULTS NOW

USE TWO OR MORE SOCIAL MEDIA SITES, A SIGNIFICANT INCREASE FROM 2013, WHEN IT STOOD AT 42% OF INTERNET USERS.•ACCORDING TO NIELSEN, INTERNET USERS CONTINUE TO SPEND MORE

TIME WITH SOCIAL MEDIA SITES THAN ANY OTHER TYPE OF SITE….

SOCIAL MEDIA ENGAGEMENT: THE ROLE OF SOCIAL MEDIA IN COMMUNITY COLLEGES

WHAT COMMUNITY COLLEGE LEADERS THINK•LEADERS THINK SOCIAL MEDIA HAS MODERATE TO GREAT VALUE•THE TIPPING POINT HAS PASSED, LEADERS KNOW THAT THE SOCIAL AND DIGITAL MEDIA REVOLUTION IS HERE TO STAY

HTTP://WWW.ACADEMIA.EDU/1491571/THE_ROLE_OF_SOCIAL_MEDIA_IN_COMMUNITY_COLLEGES


HOW COMMUNITY COLLEGES ARE USING SOCIAL MEDIA.. REPORT BASED ON SAMPLING OF 378 COMMUNITY COLLEGES• 100% OF COLLEGES AND UNIVERSITIES STUDIED ARE NOW

USING SOME FORM OF SOCIAL MEDIA •84% HAVE A SCHOOL TWITTER ACCOUNT•66% HAVE A BLOG•PODCASTING IS BEING USED AT 41% OF SCHOOLS


RECOMMENDATIONS FROM REPORT (A) HAVE A STRATEGIC PLAN,(B) GET BUY-IN FROM EXECUTIVE LEADERSHIP, FACULTY, AND STAFF ABOUT THE IMPORTANCE OF SOCIAL MEDIA,(C) THINK ABOUT YOUR RESOURCES, (D) ADD VALUE BY USING SOCIAL MEDIA APPLICATIONS AND OTHER SOCIAL MEDIA PLATFORMS, (E) MAINTAIN PRIVACY AND CONFIDENTIALITY, AND (F) DEFINE YOUR METRICS TO ASSESS THE EFFECTIVENESS OF SOCIAL MEDIA.

SOCIAL MEDIA ENGAGEMENT: ICONS AND TERMS-”WHAT DOES THAT MEAN”

SOCIAL MEDIA ENGAGEMENT: WHAT DOES THAT MEAN….

•API-A TECHIE TERM FOR APPLICATION INTERFACE PROGRAMMING ALLOWS USERS TO GET DATA FEED INTO THEIR OWN SITES PROVIDING CONTINUALLY UPDATED DATA•BLOG-IS AN ONLINE JOURNAL THAT’S UPDATED ON A REGULAR BASIS, CAN BE ON ANY SUBJECT•CLOUD COMPUTING-REFERS TO THE GROWING PHENOMENON OF USERS WHO ACCESS THEIR DATA FROM ANYWHERE RATHER THAN BEING TIED TO A SPECIFIC MACHINE

SOCIAL MEDIA ENGAGEMENT: WHAT DOES THAT MEAN

CROWDSOURCING -REFERS TO THE ACT OF SOLICITING CONTENT, IDEAS OR SKILLS FROM ONLINE USERS OUTSIDE YOUR ORGANIZATION WHO COLLECTIVELY HELP YOU SOLVE A PROBLEM•DIGG- IS A POPULAR SOCIAL NEWS SITE THAT LETS PEOPLE

DISCOVER AND SHARE CONTENT FROM ANYWHERE ON THE WEB. USERS SUBMIT LINKS AND STORIES AND THE COMMUNITY VOTES THEM UP OR DOWN AND COMMENTS ON THEM. •GEOTAGGING- IS THE PROCESS OF ADDING LOCATION-BASED

METADATA TO MEDIA SUCH AS PHOTOS, VIDEO OR ONLINE MAPS. HELPS USERS FIND SERVICES BASED ON LOCATION.

SOCIAL MEDIA ENGAGEMENT: WHAT DOES THAT MEAN…

A HASHTAG -(OR HASH TAG) IS A COMMUNITY-DRIVEN CONVENTION FOR ADDING ADDITIONAL CONTEXT AND METADATA TO SM BLOGS OR TWEETS.MASHUPS (OR MASH-UPS) -HAVE SEVERAL MEANINGS. A MUSIC MASHUP IS A COMBINATION OF TWO OR MORE SONGS, GENERALLY THE VOCALS OF ONE SONG OVERLAID ON TOP OF THE MELODY OF ANOTHER. A VIDEO MASHUP IS THE RESULT OF COMBINING TWO OR MORE PIECES OF VIDEO, SUCH AS NEWS FOOTAGE WITH ORIGINAL COMMENTARY.


A PODCAST IS A DIGITAL FILE (USUALLY AUDIO BUT SOMETIMES VIDEO) MADE AVAILABLE FOR DOWNLOAD TO A PORTABLE DEVICE OR PERSONAL COMPUTER FOR LATER PLAYBACK. RSS (REALLY SIMPLE SYNDICATION) — SOMETIMES CALLED WEB FEEDS — IS A WEB STANDARD FOR THE DELIVERY OF CONTENT — BLOG ENTRIES, NEWS STORIES, HEADLINES, IMAGES, VIDEO — ENABLING READERS TO STAY CURRENT WITH FAVORITE PUBLICATIONS OR PRODUCERS WITHOUT HAVING TO BROWSE FROM SITE TO SITE. BLOGS AND NEWS CONTENT USING A NEWS READER.

SOCIAL MEDIA ENGAGEMENT: WHAT DOES THAT MEAN. (INFORMATION GATHERED FROM SOCIALBRITE.COM).

A SOCIAL RETURN ON INVESTMENT (SROI) -REFERS TO THE NON-FINANCIAL RETURNS SOUGHT BY A SOCIAL ENTREPRENEUR. TAGS -ARE KEYWORDS ADDED TO A BLOG POST, PHOTO OR VIDEO TO HELP USERS FIND RELATED TOPICS OR MEDIA, EITHER THROUGH BROWSING ON THE SITE OR AS A TERM TO MAKE YOUR ENTRY MORE RELEVANT TO SEARCH ENGINES.


•WEB ANALYTICS -IS THE MEASUREMENT, COLLECTION, ANALYSIS AND REPORTING OF INTERNET DATA FOR THE PURPOSE OF UNDERSTANDING WHO YOUR VISITORS ARE AND OPTIMIZING YOUR WEBSITE.•A WIDGET- SOMETIMES CALLED A GADGET, BADGE OR APPLET, IS A

SMALL BLOCK OF CONTENT, TYPICALLY DISPLAYED IN A SMALL BOX, WITH A SPECIFIC PURPOSE, SUCH AS PROVIDING WEATHER FORECASTS OR NEWS,


FIVE SUGGESTED STRATEGIES “LEADS”LEARN/LISTEN….LENGAGE/EDUCATE….EASSESS….ADEVELOP /DEFINE/DIRECT….DSUSTAIN….S


SOME OF THE CONTENT FOR THE CREATION OF THIS “LEADS” FRAMEWORK WAS ADAPTED FROM ADVANCED HUMAN TECHNOLOGIES SOCIAL MEDIA STRATEGY FRAMEWORK

HTTP://AHTGROUP.COM/SERVICES/SOCIAL-MEDIA-STRATEGIES


STRATEGY 1.........L……. STANDS FOR LEARN AND LISTEN….INDIVIDUALS•LEARNING INCLUDES: SOCIAL MEDIA PRACTICAL APPLICATION, BECOME

FAMILIAR AND COMFORTABLE WITH SOCIAL MEDIA TERMS AND THE BIG NETWORKING SITES, •LISTENING INCLUDES –UNDERSTANDING WHERE THE INSTITUTION

RATES ON A SOCIAL MEDIA SCALE, •WHAT DEPARTMENTS /DIVISIONS ARE USING SOCIAL MEDIA AND TO

WHAT DEGREE


STRATEGY 1.........L……. STANDS FOR LEARN AND LISTEN…INDIVIDUALS

•SOMETHING TO THINK ABOUT...HOW IS YOUR INSTITUTION INTEGRATING SOCIAL NETWORKING AND SOCIAL MEDIA WITH STUDENTS, STAFF AND FACULTY•LEARN WHAT THE TOOLS ARE AND LEARN HOW TO USE THE BEST

TOOLS-•LISTEN TO UNDERSTAND WHO THE KEY SM INFLUENCERS ARE ON

YOUR CAMPUS


STRATEGY 2…..E……..ENGAGE/EDUCATE…….INSTITUTION WIDE•ENGAGE ..CAMPUS ENGAGEMENT –CREATION OF A CROSS CAMPUS COMMITTEE

INCLUDING DIVISION/ DEPARTMENT LIAISONS•ENGAGE TO CREATE POLICY REGARDING SOCIAL NETWORKING SITE/SOCIAL MEDIA USE

FOR ALL•EDUCATE ..PROVIDE EDUCATIONAL EXPERIENCES FOR BOTH NEW AND EXPERIENCED• INTEGRATE SM RESOURCES, TOOLS, RESEARCH TO COMPLEMENT LEARNING AND WORK

EXPERIENCES


STRATEGY 3…..A……..ASSESSMENT….DEPARTMENT OR DIVISION•SET MEASURABLE OUTCOMES FOR ACTIVITIES USING SOCIAL MEDIA (USING SM AS

PART OF A COMMUNICATION PLAN FOR EVENTS)•MONITOR OUTCOMES•CAPTURE AND COMMUNICATE SUCCESS STORIES.. REPORT OUT TO SENIOR

LEADERSHIP AND COLLEAGUES•REFINE STRATEGY AND OUTCOMES


STRATEGY 4…..D……..DEVELOP/DEFINE/DIRECTDEVELOP A CULTURE OF RESPONSIBLE TRANSPARENCY/ACCOUNTABILITYDEFINE AND MASSAGE THE INSTITUTIONAL BRAND BY USING EXPERIENCES , RESEARCH AND REALTIME FEEDBACKDIRECT AND CONTROL THE CONVERSATION ABOUT THE BRAND


STRATEGY 5…..S………….SUSTAINABILITY

SUSTAIN YOUR BRAND … INSTITUTIONS MUST BE WISE , USE RESOURCES, COMMUNICATE WITH INTERNAL AND EXTERNAL CONSTITUENTS, UNDERSTAND MARKET TRENDS“A GOOD BRAND EQUALS MARKET SUSTAINABILITY”…DRFAYMAUREEN…(BREADCRUMBS,2014..MOTIVATIONAL PRESS)


REFERENCES/SOURCES

HTTP://WWW.SOCIALBRITE.ORG/SHARING-CENTER/GLOSSARY/HTTP://AHTGROUP.COM/HTTP://WWW.PEWINTERNET.ORG/FACT-SHEETS/SOCIAL-NETWORKING-FACT-SHEET/HTTP://WWW.SOCIALMEDIAEXAMINER.COM/SOCIALMEDIAMARKETINGINDUSTRYREPORT2014.PDFHTTP://REDHUMPY.COM/BLOG/2010/05/SOCIAL-MEDIA-ICONS-AND-WHAT-THEY-ARE-FOR/

http://ahtgroup.com/

http://ahtgroup.com/

http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf

http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf


Q AND [email protected]

CLOSING COMMENTS WELCOMED

northeast region of the national council on black

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