The document summarizes information about the University of New Haven and strategies for using social media. It provides an overview of the university, including that it is private and nonprofit with 1,800 graduate students located in West Haven, Connecticut. It then discusses best practices for using key social media platforms like Facebook, Twitter, Pinterest, and LinkedIn to engage audiences and develop content strategies. Tips included defining goals, voice, types of content, and tools to use.
4. Learning Outcomes
• Learn how to use the primary social networks
to your advantage
• Identify the best channels for your audiences
• Develop successful content curation strategies
9. What is social media?
Forms of electronic communication (as Web
sites for social networking and microblogging)
through which users create online communities
to share information, ideas, personal messages,
and other content (as video)
* Merriam Webster Online Dictionary http://www.merriam-webster.com/dictionary/social%20media
10. Defining Social Media
• Social interaction
• “Highly accessible communication…”
• User-driven
• Transparent
• Engaging and interactive
• “Communicate in all directions…”
• “Real-time communication…”
• “Variety of content…”
12. The Largest SM Channels
• Facebook – 7 billion users
• Twitter – 182 million users
• Pinterest – 104 million users
• LinkedIn – 86 million
* Courtesy of Mashable.com 4/6/2012
13. Facebook
• Full profiles that allow
users to “like” and share
content
• Connect with friends,
family, brands
• Controlled privacy
• Share status updates,
86% Age 25 or older (46% are 45+) photos, articles, links
57% female / 43% male
24% have a bachelor’s or master’s degree
14. Twitter
• Short messages of 140
characters
• “Follow” other
people/brands
• #Hash tags link trending
topics
• Great resource for
content, professional 81% Age 25 or older (33% are 45+)
development, branding 59% female / 41% male
24% have a bachelor’s or master’s degree
15. Pinterest
• “Pin” favorite content –
photos, recipes, etc. –
on boards
• Users follow boards or
other users
• Informal, fun
• Great branding channel,
90% Age 25 or older (55% are 25-44) but is not for
82% female
25% have a bachelor’s or master’s degree advertising
Top Geographic Region: AL, KY, MS, TN
16. LinkedIn
• The “professional”
network
• Profiles are essentially a
long-form resume
• Connect with other
professionals for
networking
• Discussions, job search, 47% Age 25-44 (49% are 45+)
recommendations 50/50 Gender Breakdown
50% have a bachelor’s or master’s degree
17. Other Networks to Consider
• Google+
– Similar to Facebook
– Group friends/brands into “circles”
• foursquare
– Allows users to “check in” to your
institution/office
– Can be used for specials as incentives to visit
• YouTube
– Video sharing on your “channel”
18. HOW TO DO IT
I’ve never used a fishing pole before
19. The Groundwork
• What is your goal with social media?
– Awareness? Engagement with prospective
students/current students/alumni/community?
• What metrics are important to you?
• Who will be participating/responsible for
content?
– Faculty/staff, student employees, current
students, alumni?
20. Uniformity
• Keep your online presence uniform as much as
possible in look, feel, and “talk”
• At UNH:
– http://www.facebook.com/unhgradschool
– http://www.twitter.com/unhgradschool
– http://www.pinterest.com/newhavengrad
• Brand consistency in identity and message is
critical
21. Facebook
• Need a personal page
first as administrator
• Then establish a brand
page
• Timeline cover photo
should represent who
you are, your
experience
23. Facebook
Courtesy of Danielle Glick
http://www.copyblogger.com/timeline-cover-photo/
24. Twitter
• Personal administrator
account not required
• Can customize profile
image and background
• Can link to a cell phone
number for updates
• Consider a widget on
your website
26. Pinterest
• Request an invite
• Set up as brand page
• Pin content from the
web or upload photos
representing you
• Keep it fun, informal
• Ideas for content:
– Local things to do
– Campus event photos
– Great “eats”
28. LinkedIn
• Need an administrator
before creating a group
page
• Group can become far-
reaching:
– Prospective/Current
students
– Alumni
– Faculty/staff
– Recruiters
30. General Tips
• Be open to mobile
– Purchase smart phones for staff responsible for SM
content
• Set up vanity URLs for promotion
– Facebook.com/unhgradschool
• Flexibility on time commitment and early
expectations
32. Voice
• What is your voice?
• Echo your brand, mission
• Communicating should reflect your service,
campus experience
• What is your brand message?
33. Types of Content (According to MH)
• Direct self promotion
• Indirect self promotion
• “Altruistic” self promotion
34. Direct Self Promotion on SM
• Events
• Admissions Announcements
• Grad Fair Attendance
• “Leeching” on other content
• Interactions with prospective students
39. Indirect Self Promotion on SM
• University News
• Student News (Research, Study Abroad, etc.)
• Faculty News (Research, Promotions, etc.)
• Alumni News
• Event Photos
40. Indirect Self Promotion on SM
• Location information
• Interactions with current students
• Contests
– Do not necessarily have to be related to your
programs
42. “Altruistic” Self Promotion on SM
• Graduate School Tips
• Financial Aid Tips
• News related to your programs
• Job Postings
43. Twitter Potpourri
• Use #hashtags in your tweets
– ie. #iopsychology or #emergencymanagement
• Follow industry news and industry leader
Twitter accounts
– Example: @forensicnews
– RT relevant content to your followers
44. Finding Content
• Alerts and searches for content
– Google Alerts
– Create searches on Twitter related to programs,
industry, your institution, and more
• Check your Facebook news feed and your
followers’ pages
• Be open to creativity
• Enlist student help
46. Social Media Advertising
• Creating a first ad
– Demographic targeting
– Geo-targeting
• Ways to use these ads
– Program Awareness
– Brand Awareness
– Recruitment Fairs
– Webinars / Open Houses / Recruitment Events
49. Suggested Social Media Tools
• Hootsuite
• TweetDeck
• Bit.ly
• Facebook
Insights
• SocialBro
• Klout
• Radian6
50. Thank you.
QUESTIONS?
Contact Information:
Marcus Hanscom
University of New Haven
203-932-7277
mhanscom@newhaven.edu
@marcushanscom
All social media demographic data provided courtesy
of OnlineMBA.com via
http://mashable.com/2012/03/09/social-media-
demographics/