Social U: Social Media in Higher Ed

Social Media University
The 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 University
Social Media & Web Design (Public Speaking too)
Doctoral Student at Duquesne University
Ed.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

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

Social Media is more than a
platform.

Community
Social media is NOT community – it facilitates community.
Each community is unique and there is no guaranteed recipe for
success.

Networking
The network will always be there, now the trick is how to you mesh
it into your everyday business plan.

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

Conversing
For brands, people connect with brands online and the
conversation online typically starts around offline brand
experiences.

Storytelling
The narrative is no longer linear, but a nonlinear experience.

Collaborating & Sharing
A place where you can come together from all over the world.
A place where you can share things all over the world.

Understanding
Social 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.

CONTENT
You need to learn to produce content that people want, use and
bring into the conversation.

What content interests you?
Where do you go?

Benefits of Social Media

Learn more about your brand.
Discussion about your brand becomes easier for people.
Easily share information about brand.
Higher commitment and involvement.

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 & MONITORING
Listen & 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 & MONITORING
Why 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: PLANNING
Determine 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 Revolution
Jay Baer and Amber Naslund
What is your theme?
- Awareness
- Loyalty
- Sales
What is your “One Thing”?
Disney = Magic
Apple = Innovation
UPT = ?
Simplicity is key.

STEP 3: PLANNING
Social Media Handbook
Develop & Document your policy and guidelines

STEP 3: PLANNING
Strategy

Campaign

• Social Media Foundation
• Long-term approach

• Part of the strategy
• Short-term approach

– 1+ years

• Specific goals, objectives,
and tactics
• Integrates into existing
marketing plan

– 1 month or semester

• Specific targeted purposes
• Pre, during, & post
campaign

STEP 4: IMPLEMENTING & ENGAGING
A 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?

Create 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 & Twitter
Announce Doug Strahler will be speaking in the
Union from 9-12 on Social Media.
Assigned to: XXX

Social Media Dashboards

Don’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)

Other forms of engagement
- Special Events
- Promotions
- Giveaways
- Exclusive content
Share content across departments. Respond to
other departments content.


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

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

Increase 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.

Make it fun, but provide valuable content
Landing Pages
- Wix Pages
- Static iFrame tab

Five Elements of a Successful Facebook Page
(Mashable)
1.Networking with other platforms
2.Creating a resource
3.Creating contests that include participation
4.Empowering pre-existing pages
5.Targeting the proper demographic

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

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

140-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.

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

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

STEP 5: EVALUATE
Schedule 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.

Review
Coordinate Campus-Wide Strategy
1.Listening & Monitoring
2.Assessing
3.Planning
4.Implementing & Engaging
5.Evaluation

How Schools Use Social Media
1.
2.
3.
4.

Marketing & Communications
School Pride
Announcements
General Outreach

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.”

Questions or Comments?

Social Media University
The Role of Social Media on University Campuses
By Douglas Strahler
douglas.strahler@sru.edu
www.profstrahler.com

@profstrahler

Social U: Social Media in Higher Ed

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