Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference. Author: Marcus Hanscom Associate Director of Graduate Recruitment and Outreach University of New Haven Description: Starting and maintaining a successful social media presence within graduate admissions can often feel like fishing without a pole. You know the students are out there, they’re hungry and swimming for content, but you might not even be on the boat, let alone have any bait. Join this session to have an informal discussion and presentation on how to get started and successfully maintain social media, discover which channels may be most productive for your audiences, and uncover the secrets to curating content with little effort. For more information, visit www.txgap.com.

2. The University of New Haven
• Private, nonprofit
university in West
Haven, CT
• 1,800 graduate
students
• Centralized graduate
admissions

3. Overview
• Who, what, where, when, why
• …and How.
• Content strategies for engagement
• Q&A

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

5. “Powerful forces are calling into question higher
education’s business model and raising new
expectations for the quality and efficiency of
service delivery. Institutions failing to navigate
these changes are likely to find the road ahead
increasingly difficult.”
Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).

6. “…institutions must take, without the luxury of
added resources, a far more personal and
proactive approach to managing student
relationships than traditionally has been done in
the past.”
Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).

7. “As with any difficult or turbulent
time, organizations that refocus on basics such
as delivering quality services and cultivating
long-term relationships with their customers are
likely to come out of the experience better and
stronger.”
Personalization Offers A New Vision for Relationship Management. Ovum Whitepaper. © Ovum Published (03/2012).

8. SOCIAL MEDIA BASICS
What the #$*& is a tweet?

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
86% Age 25 or older (46% are 45+) updates, photos, article
57% female / 43% male s, links
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
90% Age 25 or older (55% are 25-44) channel, 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 47% Age 25-44 (49% are 45+)
search, recommendatio 50/50 Gender Breakdown
50% have a bachelor’s or master’s degree
ns

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

22. Facebook

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

25. Twitter

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”

27. Pinterest

28. LinkedIn
• Need an administrator
before creating a group
page
• Group can become far-
reaching:
– Prospective/Current
students
– Alumni
– Faculty/staff
– Recruiters

29. LinkedIn

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

31. WHAT TO POST
What do I use for bait?

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

35. Grad Fair Attendance

36. Content “Leeching”

37. Interactions with Prospective Students

38. 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

41. Indirect Self Promotion on SM

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

45. SOCIAL MEDIA ADVERTISING
Brand Awareness

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

47. Social Media Advertising Channels
• Be mindful of platform and audience
• Costs: CPM vs. CPC

48. Try this…

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/