Social Media UniversityThe Role of Social Media on University Campuses

By Douglas Strahler

Who is this guy?Graduated from Slippery Rock University (2005)B.S. in Emerging Technology & Multimedia

Graduated from Syracuse University (2006)M.S. in New Media

Taught at Syracuse University & Onondaga Community College

Instructor at Slippery Rock UniversitySocial Media & Web Design (Public Speaking too)

Doctoral Student at Duquesne UniversityEd.D. in Instructional Technology & Leadership

Presentation Overview• What is Social Media?

• How to Use Social Media Effectively

• Social Media and the Campus Community

• Questions & Answers

#PittTitusville

What is social media?

Social media is content created and shared by individuals on the web using freely available websites that allow users to create and post their own images, video and text information and then share that with either the entire internet or just a select group of friends. Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Social media is any online media platform that provides content for users and also allows users to participate in the creation or development of the content in some way. Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers. Social media is the use of technology combined with social interaction to create or co-create value. Social Media is the meeting place between people and technology. Internet-based software and interfaces that allow individuals to interact with one another, exchanging details about their lives such as biographical data, professional information, personal photos and up-to-the-minute thought. Social media are online venues, such as social networking sites, blogs and wikis that enable people to store and share information called content, such as text, pictures, video and links. Social media is about interacting with and sharing information with others online. Social media is game changing, not a closed system, not just another media, transparent, more than blogs, decentralized and real-time and measurable. Simply refers to communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool. Social media also includes social networks that insist on people to come together online that shares a common interest. Social Media consists of media that support and encourage social interaction among user. Social Media is generally any website or service that uses Web 2.0 techniques and concepts. A term used to describe a variety of Web-based platforms, applications and technologies that enable people to socially interact with one another online. Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media itself is a catch-all term for sites that may provide radically different social actions. Social media is the technological path of least resistance for two-way communication and distribution through a large audience who would otherwise be unconnected if it were not for the technological medium. Definitions taken from 50 Definitions of Social Media posted by Matthew Tommasi.

Social Media Revolution 2011

Social Media is more than a platform.

Social media is about…

Listening & Monitoring

CommunitySocial media is NOT community – it facilitates community.

Each community is unique and there is no guaranteed recipe for success.

NetworkingThe network will always be there, now the trick is how to you mesh

it into your everyday business plan.

ConversingUsing these websites to converse with friends, family, customers, potential customers, employees, stakeholders, etc. Who are they?

PEOPLE.

ConversingFor brands, people connect with brands online and the conversation online typically starts around offline brand

experiences.

StorytellingThe narrative is no longer linear, but a nonlinear experience.

Collaborating & SharingA place where you can come together from all over the world.

A place where you can share things all over the world.

UnderstandingSocial media is just a piece – or multiple pieces – to the puzzle.

You need to understand how each one works and if it fits into your strategy.

CONTENTYou need to learn to produce content that people want, use and

bring into the conversation.

What content interests you?

Where do you go?

Learn more about your brand.

Discussion about your brand becomes easier for people.

Easily share information about brand.

Higher commitment and involvement.

Benefits of Social Media

So what should you keep in mind?

Tools will come and go, but your audience will always be

there.

Do you have a social media strategy for your department

yet?

Developing Your Social Media Strategy

STEP 1: LISTENING & MONITORINGListen & monitor to what the community is saying

Learn what channels they are using and understand what they are saying – don’t try to be everywhere.

STEP 1: LISTENING & MONITORINGWhy monitor?

• Understand consumer motivation

• Identify ways to connect with consumers

• Identify potential crises, customer service, and employee issues

• Determine Social Media strategy

http://www.slideshare.net/dferrari/how-to-launch-a-social-media-campaign

STEP 2: ASSESSING

What is your current social media presence?

Why social media?

Who is your target audience?

What are the goals/objectives of your social media presence?

STEP 3: PLANNINGDetermine Goals & Objectives (University & Dept) for each platform.

Determine the who, what, where, when, & how - Who is responsible? (Individual/Team) - What will you say? What are you trying to accomplish? - Where is the best channel to use? - When will I post it? (Learn good times to post & set dates/times) - How do you do it? (Social Media Handbook)

Be proactive (Crisis Communication)

Be consistent

STEP 3: PLANNING

The Now RevolutionJay Baer and Amber Naslund

What is your theme? - Awareness - Loyalty - Sales

What is your “One Thing”?Disney = MagicApple = InnovationUPT = ?

Simplicity is key.

STEP 3: PLANNINGSocial Media HandbookDevelop & Document your policy and guidelines

STEP 3: PLANNING

Strategy • Social Media Foundation

• Long-term approach– 1+ years

• Specific goals, objectives, and tactics

• Integrates into existing marketing plan

Campaign• Part of the strategy

• Short-term approach– 1 month or semester

• Specific targeted purposes

• Pre, during, & post campaign

BREAK

STEP 4: IMPLEMENTING & ENGAGINGA high school student is interested in learning more

about the Bachelor of Science in Business Management degree on the university Facebook page. Who responds?

- University page moderator?- Admissions?- Business School?- Pitt Bradford?

STEP 4: IMPLEMENTING & ENGAGINGCreate a content calendar so you know when and

what to post – but remember, things change!

Example:Monday, March 5th at 11:00 a.m.Facebook & TwitterAnnounce Doug Strahler will be speaking in the Union from 9-12 on Social Media. Assigned to: XXX

STEP 4: IMPLEMENTING & ENGAGING

Social Media Dashboards

STEP 4: IMPLEMENTING & ENGAGINGDon’t forget to respond to postings on Facebook

and Twitter pages, and other social media platforms (blogs, etc.)

The key is engagement. Show the community that you are listening, because it is about the conversation – that’s what makes social media unique over other marketing efforts.

Responses can include:- Comments- “Likes”- Retweets- Online chat (Q&A’s)

STEP 4: IMPLEMENTING & ENGAGINGOther forms of engagement

- Special Events- Promotions- Giveaways- Exclusive content

Share content across departments. Respond to other departments content.

STEP 4: IMPLEMENTING & ENGAGING

Promotion- E-mails- E-mail signatures- Offline material (brochures, newsletters, decals)

STEP 4: IMPLEMENTING & ENGAGING

STEP 4: IMPLEMENTING & ENGAGINGCreate Unique Department Fan Pages

- Unique Audiences- Unique Messages- “Like” Each Other’s Pages

STEP 4: IMPLEMENTING & ENGAGINGIncrease Awareness

- Promote it around campus- Promote it at visitations- Rethink content- “Like” each other’s pages

Remember, what are the benefits and values for “Liking” this page.

STEP 4: IMPLEMENTING & ENGAGINGMake it fun, but provide valuable content

Landing Pages- Wix Pages- Static iFrame tab

STEP 4: IMPLEMENTING & ENGAGINGFive Elements of a Successful Facebook Page

(Mashable)

1.Networking with other platforms2.Creating a resource3.Creating contests that include participation4.Empowering pre-existing pages5.Targeting the proper demographic

http://mashable.com/2009/03/30/successful-facebook-fan-page/

STEP 4: IMPLEMENTING & ENGAGING

STEP 4: IMPLEMENTING & ENGAGINGCreate Unique Department Accounts

- Unique Audiences- Unique Messages- Follow Each Other’s Pages- Follow Accounts relevant to the field- Creating a Unique Hashtag (Hashtags.org)

STEP 4: IMPLEMENTING & ENGAGING140-Character Messages

- Announcements- News/Alerts- Events- Communication and Discussion- Promotions/Giveaways- Tips & Tricks- Job/Internship Announcements- Encourage Clubs/Organizations to join Twitter- Career Prep- Professional Development- Alumni Networking- Hashtag

The voice and messages will be unique for each department.

STEP 4: IMPLEMENTING & ENGAGINGFollow the Conversation

Use tools like HootSuite, TweetDeck, and TweetChat to follow the conversation.

STEP 4: IMPLEMENTING & ENGAGINGDid You Know?

There is a UPT Problems Twitter account out there? Do you know what they are saying?

STEP 5: EVALUATESchedule an evaluation session to determine if you are reaching your goals and objectives.- Document figures weekly, monthly, quarterly

What works and what doesn’t? Learn from this information to make adjustments and continue.

ReviewCoordinate Campus-Wide Strategy

1.Listening & Monitoring2.Assessing3.Planning4.Implementing & Engaging5.Evaluation

How Schools Use Social Media

How Schools Use Social Media1. Marketing & Communications

2. School Pride3. Announcements4. General Outreach

How Schools Use Social Media

How Schools Use Social Media “These tools enable the university to share what

is happening on campus with the world, but more importantly let us hear directly and immediately from students, faculty, staff, parents, fans and friends about what is important to them.”

“…many Vanderbilt departments and programs have launched official social media presences, similarly branded to communicate that the information they are communicating is official and reliable.”

How Schools Use Social Media

How Schools Use Social Media

How Schools Use Social Media

How Schools Use Social Media

Social Media and You

Social Media and You

Social Media UniversityThe Role of Social Media on University Campuses

By Douglas Strahlerdouglas.strahler@sru.edu

www.profstrahler.com

@profstrahler

Questions or Comments?