Post on 14-Nov-2014
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Navigating the Social Media Jungle
Minda Powers-DouglasPalmer College of ChiropracticMarketing & Communication
October 2013
Best Practices Series
The question used to be:
Should I use social media?
Kevin.Lexblog.com
Now the question is:
How do I do it better?
- Jay Baer
- Erik Qualman, Socialnomics
Social media is the #1 activity on the web
- Erik Qualman, Socialnomics
1.1 billion Facebook users
(as of July 14, 2013)
Social and Digital Media Revolution Statistics 2013 (video)
Social networking has changed how we …
workcommunicatedo businessfind informationentertain ourselves
Social networking has changed how we …
live
5 reasons people use social media
Edudemic.comAs of Jan. 2013
Social media is changing the world
• The world is smaller – connecting globally is easy
• Traditional communication is “old school”
• We are no longer dependent on the news; we
report it on our own
Review sites like Amazon, TripAdvisor and CollegeProwler empower us to give honest opinions
Now our voices can be heard
• Comments
• Videos
• Likes
• Sharing
We are empowered
• Activism made easy
• It’s no longer politics as usual
Kony 2012 video
Social networking meets two primary human needs:
1. The need to belong
2. The need for self-presentation
ReadWrite.com – Boston University Study
Social media has revolutionized customer service
• Using social media to handle the bulk of
customer inquiries is becoming standard
practice
• People want to see brands respond to them in
a Facebook post or a tweet
Can you see the forest for
the trees?
Conversations about you and your brand are going on all the time.
There’s no longer a division between the “real world”
and the online world.
But why would I need it for my job?
• No matter what your role is for the College, you
are a representative of Palmer
• Social media can help you improve student and
alumni relations as well as relationships with
prospective students
But Why Would I Need It for My Job?
• It’s where your audience lives
• If you don’t embrace it, you risk becoming obsolete
Social networks give us the opportunity to offer excellent, personalized customer
service at little to no cost and in a time-efficient manner.
How social media affects college recruitment and communications
“1 in 3 colleges say social media is more efficient than traditional media in
reaching their target audience.”
- OnlineColleges.net, 8/9/12
“92% of undergraduate admissions officers agree that SM is worth the investment …
86% plan to increase their investment in SM in the next year.”
- U of Mass. Dartmouth Center for Marketing Research, 2012
“78% of schools surveyed report that social media tools have changed the
way they recruit.”
- U of Mass. Dartmouth Center for Marketing Research, 2012
“Reduced costs for traditional media are attributed to use of
social media.”
- U of Mass. Dartmouth Center for Marketing Research, 2012
Schools report less spending on traditional media
• Printing – 33% less
• Newspaper ads – 24% less
• Radio/TV ads – 17% less
- U of Mass. Dartmouth Center for Marketing Research, 2012
A stealth student “is doing his or her own research into colleges or universities and
doesn’t want to be contacted directly.”
- OptimizeMyBrand.com
“He or she is likely starting online and searching multiple sources of information
(websites, reviews, magazine articles, social media, blogs …) to choose which schools
meet specific criteria or expectations.”
- OptimizeMyBrand.com
Where you can find Palmer
Navigating Palmer’s social media
• Est. 2007• Currently on:
Facebook, YouTube, Twitter, Instagram, Pinterest, Flickr and Phanfare
Facebook 101• Users create profiles
• Connect with friends and
acquaintances
• Post and share links,
thoughts, opinions,
photos, video, events
• Like things and comment
• To understand the expectations of our audiences
• To monitor what people are saying about Palmer
• People are going to social media to share their experiences and seek new ones
• To take part in the conversation
How could I use Facebook for my job?
FacebookPage
(managed by Marketing)
West CampusFacebook
Page
(managed by Marketing)
Florida CampusFacebook
Page
(managed by Marketing)
PalmerFacebook
Group
2,634 members(managed by Marketing)
PalmerFuture
ChiropractorsFacebook
Group
469 members
Connect on Facebook to …
• Ask questions (and potentially get answers in real time via messaging or chat)
• Get to know Palmer representatives• Interact with fellow future students• Interact with current students and alumni
Twitter 101
• Allows you to tweet (up to 140 characters)
• “A real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. (Twitter)
• It’s about sharing
• To understand the expectations of our audiences
• To monitor what people are saying about Palmer
• People are going to social media to share their experiences and seek new ones
• To take part in the conversation
How could I use Twitter for my job?
@palmercollege
(managed by Marketing)
Use Twitter for research and ideas
Use Twitter for research and ideas
YouTube 101
• Created in 2007
• Reaches more U.S. adults ages 18-34 than any cable network (Nielsen study)
• 1,000s of channels are making 6 figures per year
- YouTube.com
Just how big is YouTube?
• More than 1 billion unique users visit each month
• 6 billion+ hours of video are watch each month
• 100 hours of video uploaded to YouTube per minute
- YouTube.com
- YouTube.com
YouTube is the second most popular search engine.
- LinkedIn, PCG Digital Marketing and TechCrunch
Types of Videos People Like
• Tutorials/How-to
• Vlogs
• Interviews
• Top 5, 10 …
• Reviews
The Power of YouTube
• 75 videos
• 86,346 views
• 156 subscribers
Palmer’sblogs
http://blogs.palmer.edu
Palmer blogs
• Palmer Student Blogs• Alumni Blog• My Chiropractic Journey • David D. Palmer Health Sciences Library• On the Leading Edge of Chiropractic Science• Palmer Rugby Club
So I need social media, but …
• How will I make time for it?
• How do I manage it?
• Where do I begin?
• What will I say?
SocialMediaTrainingSchool.com
15 minutes on social media
• Check e-mail for new Twitter or Facebook
posts/ messages• Skim your news feed for posts of interest• Share or like posts by Palmer College• Post a photo to Instagram, Twitter or Facebook
Extra time?• Scan the Palmer main group and campus fan
pages for questions to answer and conversations to join
• Search for “chiropractic” or other key words to find potential students
• Post a question of the day/week (ex. How has chiropractic changed your life?)
How do I manage it?• Settings and notifications (so that you are
notified via email when someone posts or comments)
• Social media management system (i.e. Hootsuite or Tweetdeck, which are free)
• Mobile apps (for iPhone, iPad, Android and others)
Where do I begin?
• If you’re already on social media, start listening—watch what people are posting and how they respond
• If you’re not, sign up• Contact Palmer’s Marketing & Communication
Department for assistance or to create a plan
What should I say?
• Offer useful information for your audience• Retweet relevant tweets• Share posts on Facebook• Make positive comments on posts and tweets• The more you listen, the more you’ll know what
people are interested in
Can typed words on a screen
make a difference?
Definitely.
Social media helps people navigate their way to Palmer
Lucie was going to be a PT until
she learned about chiropractic
on Facebook.
Razi first contacted Palmer via Facebook while in high school. She plans to enroll
next year.
Alumni across the globe are mentoring current and future students through
Palmer’s Facebook groups.
New students are planning meet-ups with future fellow Palmer students to
get to know each other before classes begin.
What it’s really all about:
Relationships.
Social Media = Opportunities
Opportunities
• Become part of a community of people passionate about Palmer and chiropractic
• Find prospects you might never have met in person or through other means
• Connect with people who can lead you to prospects
Our involvement tells our audiences that Palmer is not only the leader, but that the
people at Palmer care about them and what they have to say.
Thank you!
Navigating the Social Media Jungle
Minda Powers-Douglas
minda.powers@palmer.edu
Palmer College of ChiropracticMarketing & Communication
Best Practices Series