Leveraging Social Media to Drive Awareness and Increase Engagement with Students
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The document discusses how the U.S. Department of Education's Federal Student Aid office uses social media to engage students and drive awareness of financial aid programs. It provides examples of Federal Student Aid's presence on platforms like Facebook, Twitter, YouTube, and Storify. The presentation also offers tips for how other organizations can leverage Federal Student Aid's social media content and measure the effectiveness of their own social media efforts.
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Leveraging Social Media to Drive Awareness and Increase Engagement with Students
- 1. Session 28 Leveraging Social Media to Drive Awareness and Increase Engagement with Students Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference
- 2. What have we been up to? • Social media isn’t new anymore (But it is evolving) • Putting the customer first • With that, drumroll please… 2
- 5. Facebook www.facebook.com/FederalStudentAid 5
- 6. Facebook 6
- 7. Twitter www.twitter.com/FAFSA 7
- 8. YouTube www.youtube.com/FederalStudentAid 8
- 9. YouTube 9
- 10. Storify www.storify.com/FAFSA 10
- 11. Storify Source: Storify.com 11
- 12. Visual.ly www.visual.ly/users/FederalStudentAid 12
- 13. Infographics 13
- 14. Use Listening to Create Better Content 14
- 15. What is Online Customer Listening? Every good conversation starts with good listening 15
- 16. Getting Started… Identify keywords Set up your search Be prepared 16
- 17. Identify Keywords KISS Consider Misspellings 17
- 18. Set Up Your Search Source: SocialMention.com 18
- 19. Set Up Your Search www.boardreader.com Source: BoardReader.com 19
- 20. Set Up Your Search Source: alerts.google.com 20
- 21. And As the Boy Scouts Said… 21
- 22. You Can Listen Until You’re Blue in the Face 22
- 23. Why do it? How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Listening To Our Customers Identify Key Customer Issues 23
- 24. Create Relevant Content We use online customer listening to: Identify FAQs Determine seasonal/timely content Get feedback on our products and services 24
- 25. Identify Key Customer Issues Source: Twitter.com – All tweets public 25
- 28. Mobile 28
- 29. Host “Office Hours” online Source: Twitter.com – All tweets public 29
- 30. Host “Office Hours” online 30
- 31. Impromptu “Office Hours” Source: Twitter.com – All tweets public 31
- 32. Leverage FSA content for you own Facebook, Twitter and YouTube Accounts 32
- 33. As My Mother Always Said… Sharing is Caring 33
- 34. Beg, Borrow & Steal (Really!) 34
- 35. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in) COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a> <script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)) {js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter- wjs");</script> 35
- 36. Embed our YouTube Videos In Your Site 36
- 37. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid 37
- 39. Measure the Effectiveness of your Efforts 39
- 40. How successful are you? • The Big 6 • Potential Reach • Engagement Volume • Amplification Rate • Engagement Rate • Conversion Rate • Impact Stories 40
- 41. Impact Stories Source: Twitter.com – All tweets public
- 42. QUESTIONS? Keep in touch: FSANewMedia@ed.gov 42
- 43. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid 43
- 44. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com 44
- 45. Resources Social Media Measurement Potential Reach Engagement Volume (# of posts) * (# of fans) # of comments, likes & shares (# of posts) * (# of followers) # of mentions, replies, retweets & favorites (# of posts) * (# of subscribers) # of comments, shares & thumbs up 45
- 46. Resources Social Media Measurement Amplification Rate Engagement Rate # of comments, likes & shares per post Shares per post Retweets per tweet # of mentions, replies, retweets & favorites per tweet Share clicks per post # of comments, shares & thumbs up per post Conversion Rate Number of clicks on the links in your social media posts 46
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