Notes from CASE Social MediaWednesday | June 12, 2012

Participating Orgs/Schools

• mStoner-communications strategy for higher ed

• University of Texas at Austin• Cornell University• Loyola University Chicago• Northwestern University• Webster University

Good Ideas

• Facebook– Setting goals around engagement, not fundraising

(Success stories limited mostly disaster relief and Obama 08)

– Getting graduating seniors to join your Facebook page– Live streaming big campus events– Latch on to specific stories over a period of time– Young alumni tend to latch on to specific emotional

connections rather than institutional news; Use nostalgia

Good Ideas

• Twitter– Tweeter feeds from the university president or a beloved

professor work really well– #RightNow hashtags, where users tweet what they are

doing right now, have worked really well– Syracuse tweets from a person rather than the institution

• LinkedIn– Career services office have seen a lot of success on

LinkedIn– Check to see that every group members is an alumni

Good Ideas

• LiveStream.com– Popular platform for streaming live events

• Instragram– Instagram photo contests are very popular

• YouTube– Consistently monitor videos that students have

posted, and reuse this content

Bad Practices

• Stop adopting new technology for the sake of it• Stop starting new accounts• Stop inappropriately using third party posting

tools• Outsourcing social media to outside agencies• Blogs - Ban 'X ways to do this' or Questions that

have obvious answers 'Should you be on Facebook'?

• Posts for the sake of posts, without content

Analytics

Goal Setting• Increase engagement by _%• Drive x number of people to website• Drive x number to giftsKey Performance Indicators (KPIs)• Feedback, likes, follows, pageviews,

conversions

Analytic Tools

Google Analytics• Social Interaction Tracking - tracks what content is shared on

your website• Google URL builder - sets up specific campaigns -

content+source of traffic+ specific linksFacebook Insights• People talking about this - someone has shared a piece of

content from your site• Engaged users - number of people who clicked or view a post• Real value is in exported dataKlout and Kred measure Twitter engagement and reach