Making the Most of Social Media in the University Setting

PRESENTED BY JESSICA LEONARD

2Who is your audience?

Current StudentsSchool closings, drop dates, emergency alerts, campus events, and announcements

Future StudentsAdmission deadlines, frequently asked

questions, and campus visuals

Former Students or AlumniFundraising efforts, reunions, campus events, announcements and nostalgic

updates

Fans & Community StakeholdersTicket sales, events, emergency alerts, campus events, and fundraising campaigns

“Social media is not about posting,

it’s about participating.”

4Social Media Strategy

How can I segment them?

Who do I want to reach?

How can I tailor specific messages?

When and how should I reach them?

Use Social Channels to be a Digital ConciergeUse frequently asked questions to determine content

5Editorial Calendars

Build Annual Themes and Topics Calendar *Smaller weekly, monthly, or quarterly editorial calendars within each medium

CreateMix of evergreen and timely content

CurateRepurpose student and community content

Extend the StoryReshare content on different platforms

Surprise & DelightTake followers behind the curtain

6Social Media in the Collegiate Setting

RecruitEngage with prospective students, faculty, and stakeholders

EducateShare interesting research, trends and information with the community

Have FunPromote beyond athletics

ConnectPush interaction beyond the

classroom

Be PreparedBuild your network when

you don’t need it so you’ll have it when you do

ShowcaseShare your milestones and

achievements

7Mobile First Strategy

20%*Facebook's COO Sheryl Sandberg, April 2015 Earnings Report

One of every five minutes on a mobile phone in the

United States is spent on Facebook or Instagram.

8Facebook

VIDEO, VIDEO, VIDEOThe current algorithm heavily

favors video in news feed priority placement

SOCIAL MESSAGINGHuge untapped potential for

Messenger and direct marketing via Facebook Insights

EXPANDED FEATURESAs Facebook expands as an advertising platform, more

and more features are available to brands

STORYTELLINGCarousel displays,

suggested video, blog-like notes will encourage enhanced sharing

9Instagram

King of EngagementOver 400 million active users per month.

Biggest OpportunityFastest growing platform. Very visual and now open to advertising for all brands.

0.5 1 1.5 2 2.5 30

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10Twitter

Watercooler Convo

Breaking News

???

Less Design

In its infancy, Twitter was all about conversations, hashtags, and groups. Conversations were formed around similar interests

and trends

Let’s ChatWith the growing popularity of Persiscope and the increase of video length to :30, video is a major driver for Twitter trends

Twitter has evolved into a short-form broadcast platform where breaking news is shared first before traditional media can disseminate the information

Broadcast the Facts Video & Beyond

11What’s next?

Snapchat, Meerkat, Ello & Friends

Be cautious and evaluate current social media channels before jumping in to a new platform. Quality over quantity. “Social media usage at the University of Arkansas is governed by the same policies that govern all other digital communications."

12At the End of the Day

If you’re not having fun, you’re not

doing it right.

THANK YOU!