During this workshop we will consider: Who are your key audiences? Identify the most appropriate platforms (e.g. LinkedIn, Twitter, Facebook) to engage with your target audiences Explore how social media can increase efficiency and effectiveness without increasing workload Agree an overall approach to harness the excellent work that is already undertaken by individuals across the Faculty

1. The Potential of
Social Media for
Business Development
in Higher Education
Sue Beckingham | @suebecks

2. Areas to explore
• Who are your key audiences?
• Identify the most appropriate platforms (e.g.
LinkedIn, Twitter, Facebook) to engage with your
target audiences
• Explore how social media can increase efficiency
and effectiveness without increasing workload
• Agree an overall approach to harness the
excellent work that is already undertaken by
individuals across the Faculty

3. Develop a strategy and set goals

4. Blog
Microblog
Getting started:
The Trinity of Social Media
Safko 2012
Social
Network

5. But first… Questions to consider
• What audiences will you aim to engage?
• What type of content will you deliver?
• How often will you post content, and where
will it come from?
• Who will be responsible for posting content
and engaging the community?

6. Who is your Audience?

7. Students: prospective and current
Parents of Students
Alumni
Partners
Companies

8. Looking from the outside in:
What does your audience LOOK for?
What does your audience SEE?

9. http://www.shu.ac.uk/

10. http://www.shu.ac.uk/faculties/hwb/

11. What
messages do
you want to
share?

12. To be efficient and effective
use social media to:
• Improve upon (but not replace) existing
communication
• Provide real time information
• Promote events to new audiences
• Encourage sharing: the ripple effect
• Advocate transparency and openness

13. Message Frequency
Daily
•
•
•
Weekly
Include news items you read
elsewhere that are relevant to your
core content and that will be of
interest
Respond to blog comments, tweets
and Facebook posts. The idea of
social media is to engage in a
dialogue, so be sure to facilitate the
conversations.
•
Post a new blog post
•
Include a short video capturing for
example highlights of an event such
as graduation or guest speakers
•
Ask students to write a how-to or
instructional article
•
Share information via
Twitter, Facebook or LinkedIn on
upcoming open days, sporting events
or exhibitions
Participate in related forums or
LinkedIn groups

14. CREATORS
COMMUNICATORS
CURATORS
Social Media EMPOWERS
individuals to become digital:
CRITICS
COLLABORATORS
CONVERSATIONALISTS
AND to continue this
dialogue face to face

15. is an information goldmine

16. 5.7 billion
professionally oriented
searches were carried out in
2012 on LinkedIn
11 thousand within 60 seconds

17. http://socialmedialondon.co.uk/how-people-using-linkedin-2013/

19. A strategic approach to using this
channel has yet to be developed

21. http://socialmedialondon.co.uk/how-people-using-linkedin-2013/

22. Build trusted and valued relationships
Post status updates
Share news, evaluations, reviews, industry articles, thought
leadership pieces or ask followers to interact on hot topics. Posts
will appear on your Company Page and in the news feed on the
homepage of each of your followers. When followers
like, comment and share your message spreads to their networks
and builds viral distribution.
Share rich, relevant content
Share images, infographics, or any compelling content that you’ve
developed which can help to build a relationship with your target
audience.
Encourage virality through sharing buttons
Ask followers to like, share, and comment on your updates. This
helps spread your message to their entire network.
LinkedIn (2013)

23. Develop your Follower Community
By adding the LinkedIn
Company Page button link to
all of your marketing
communications e.g. your
emails, newsletters, website
and blogs.

24. Twitter
200 million active users creating
over 400 million tweets each day

25. 819
million
mobile
MAUs
51% increase
year-over-year
1.15
billion
Monthly
active users
(MAUs)
Second quarter results June 2013

26. Share presentations on Slideshare

27. Slideshare
Receive email updates
providing analytics

28. Pinterest
Give Students a Digital Tour Around Campus
Indiana University: 23549 Followers

29. Create various Pinterest boards
Learning in Action Board
Classrooms, Lecture Theatres, Seminars
Student Union, Society Activities
City Scene Board
Cityscapes, Landscapes, Landmarks
Popular restaurants (including pictures of food)
Entertainment Venues, Sports Grounds
Museums, Galleries

30. Engage Students and Alumni
This Pinterest board is a collection of photos of Duke
University's campus taken by the Duke community at large.
Want to see your photos here? Submit your photos using the
hashtag #pictureduke on Instagram or Twitter.

31. See what’s resonating with followers
Engagement = interactions + clicks + followers acquired
• Keep an eye on update metrics so you can fine-tune your
messages and increase engagement.
• Use follower analytics to gain a deeper understanding of
your follower base, community growth, and engagement
levels.
• Leverage page analytics to learn about page traffic &
activity.
• Knowing how you compare to your competitors’ pages is a
great way to determine whether you should change your
strategy.

32. Time for your
own
Social Profile
Spring Clean?

33. The
Test
Are you digitally…
distinct
dabbling
dissed
disguised
(The Undercover Recruiter 2013)
disastrous

34. How do you show up on Google?
What are people actually seeing about you when they search for you online?
Digitally Disguised - Nothing shows up when someone searches for you online. You
essentially don’t exist! Sad, but true.
Digitally Dissed - You exist on the web but not on page one. Even if you show up on page
2 or 3 of search results, you might as well be invisible as most people do not go past page
1 to find information about you.
Digitally Disastrous - A lot of information does show up for your name, but it is either
negative or worse yet about someone with a bad reputation or criminal record who
happens to have the same name as you!
Digitally Dabbling - There are some on-brand results for you and it accurately reflects
who you are, but more information is needed to truly compel others to engage and do
business with you.
Digitally Distinct - This is where you want to be. There is a lot of relevant information
about you on page one of search results and beyond. You are sending out the right
message and even others are talking about you online building your visibility and
credibility.
http://theundercoverrecruiter.com/own-solid-online-reputation/

35. The Potential of Social Media for Business
Development in Higher Education
Sue Beckingham | @suebecks
Sheffield Hallam University