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HACC
Student Services
   Workshop



      Rachel Strella
   Strella Social Media
www.strellasocialmedia.com
Today, we’ll discuss:
   Making the Shift to Social
    Popular Social Channels
    Why Use Social Media
 Top Colleges and Universities
       Using Social Media
     Departmental Ideas
An Action Plan for Getting Started
Making the Shift to Social
Making the Shift to Social
Social Media Channels
The “Big Three”




Facebook. Twitter. LinkedIn.
Facebook
1 billion users
Great for sharing
Consumer-based channel
Largest age segment are those
who are 21-24 followed by 18-20
Social media channel where
most amount of time is spent
LinkedIn
200 million users
Business-based channel
Groups and advanced search
top features
Largest age segment are those
who are 35-44 followed by 45-54
Strong opportunity to connect
with decision makers
Twitter
200 million active users
Real-time interaction
‘People-based’ channel
140-character limit
Largest age segment are those
who are 30-49 followed by 18-29
Power is in the retweet (RT)
Hashtag “#”used to categorize
content (ex: #FF = Follow Friday)
Supplemental Media
YouTube
 800+ million users
Entertainment/information-
based channel
Search tool & useful for SEO
Largest age segment are those
who are 18-34 followed by 35-49
Builds credibility as a ‘personal’
form of communication
Google+
135 million users (69% male)
Interface similar to Facebook
Integrates with Gmail
Draw: SEO & ‘hangouts’
Largest age segment are those
who are 25-34 followed by 18-24
Users:
marketers, engineers, web
developers, and students
Pinterest
25+ million users (79% female)
Photograph-based
Online pinboard with
categorized interests
Largest age segment are those
who are 25-54
Useful for showcasing products
Instagram
100 million users
Photo-sharing app
Largest age segment are those
who are 18-34
Appeals to African
Americans, Latinos & Urban
Americans
Useful for brand
reinforcement/visual messages
Foursquare
30+ million users - most
connected on the web
Location-based service used for
gaming
Largest age segment are those
who are 35-44 then 25-34 & 45-54
 “Check-in” to locations to win
prizes/badges
Cell Phones
87% of adults have a cell phone
   93% of adults 18-49-years-old
   85% of adults 50-64-years-old
Nearly 60% of adults have
internet on their phones
40% of that time is spent on a
social networking site
80% send/receive text messages
Supporting Media




E-newsletter. Blogs.
Blogs
60% of companies have a
blog
Web-log: published
information on the web
Popular for driving traffic to
websites, SEO, building
credibility and community
Niche blogs very popular
E-Newsletters

Form of electronic
communication sent via email
Provides great analytics
Generates TOMA
Popular for those who don’t
have social media or rarely
use it as most have email
Why Use Social Media?
Why Use Social Media?
  The Social Network
Why Use Social Media?
    The Audience
Why Use Social Media?
     Recruitment
Why Use Social Media?
  Intercommunication
Why Use Social Media?
       Reach
Social Media in Higher Ed
Higher Ed Using Social Media
        Ohio University
Higher Ed Using Social Media
    University of Michigan
Higher Ed Using Social Media
       Temple University
Higher Ed Using Social Media
      Stanford University
Higher Ed Using Social Media
        Georgia Tech
Higher Ed Using Social Media
       Drake University
Higher Ed Using Social Media
    University of Florida
Higher Ed Using Social Media
         Arizona State
Higher Ed Using Social Media
         Notre Dame
Higher Ed Using Social Media
        John Hopkins
Higher Ed Using Social Media
        Vassar College
Ideas for Student Services
Admissions and Recruitment
Athletics
Veteran’s Affairs
Global Education
Financial Aid
Registration
Counseling
Disability Services
HACC’s Challenges

   Community college
   Multiple campuses
   Multiple departments
   Harrisburg not ‘major’ city
Suggestions
The Holistic Approach
       Develop a Focus Group
   Establish policies
   Become a campus listening post
   Facilitate communication among
    departments/campuses
   Enhance social media
    awareness & engagement
   Meet and report regularly
The Realistic Approach
Create an Action Plan for Success
      Choose 2-3 channels:
The Realistic Approach
Create an Action Plan for Success
   Consider 1-2 Ways to Build
    Awareness of Channels:
     •   Other Marketing Outlets
          • Word-of-Mouth
         • Cross Referencing
           • Partnerships
The Realistic Approach
Create an Action Plan for Success
   Determine 2-3 Short-Term
         (90-Day) Goals:
               • Build Audience
          •     Increase Web Traffic
           •     Generate Referrals
          •      Establish Credibility
          •     Increase Awareness
      •        Reach a New Audience
          •    Increase Engagement
The Realistic Approach
Create an Action Plan for Success
Brainstorm 2-3 Themes or Topics
      to Engage Audience:
           Ask Yourself:
          • What’s New?
       • What’s Interesting?
     • What Value Can I Provide?
    • Any Growth Opportunities?
       • How Can I Educate?
         • Timely Topics?
The Realistic Approach
Create an Action Plan for Success
 Determine Needs for Executing
   Plan including Challenges:
              • Time
         • People/Staff
     • Social Media Knowledge
      • Technical Knowledge
     • Passion for Social Media
      • Training or Coaching
The Realistic Approach
Create an Action Plan for Success
      List 1-2 Actionable
  Ways to Proceed and WHEN:
    • Institute a Social Media Plan
     • Familiarize Self with Media
   • Talk with Team/Staff/Superiors
  • Start a Focus Group or Committee
Connections & Resources
       Website and Blog:
     StrellaSocialMedia.com
          Facebook:
Facebook.com/StrellaSocialMedia
            Twitter:
   Twitter.com/RachelStrella
           LinkedIn:
 LinkedIn.com/in/RachelStrella

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