Presentation at New York State Cooperative and Experiential Education Association's October 2012 Conference

1. BEYOND EXISTING:
Leveraging Social Media to Benefit
Students, Alumni & Employers
NYSCEEA 2012 Conference
Monday, October 15, 2012

2. Clarkson Facts
• Nationally ranked research university offering more than 50 comprehensive
programs in business, engineering, science, liberal arts, health sciences and
environmental studies at the undergraduate and graduate level
• The Clarkson School, an early college entrance program
• University Honors Program for highly gifted students from all majors
• International reputation in the fields of advanced materials science, biotechnology,
environmental and energy, entrepreneurship and global supply chain management
• 3,500 undergraduate and graduate students and 270 faculty
• 19 varsity sports: two Division I (Men‟s and Women‟s Hockey) and 17 Division III
• Located in Potsdam, N.Y., the quintessential college town with four higher education
institutions within a 10-mile radius, at the foothills of the Adirondack Mountains
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3. Clarkson’s Career Center
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4. Social Media History
Presence without a purpose… before and after
Quantifier Before After
Facebook July „09 – Dec. „11 Jan „12 – Present
Friends: ~32 341
Likes: ~147 545
LinkedIn Feb „10 – June ‟11 July „11 – Present
Groups: 1 2
Members: 58 543, 508
Twitter Feb „10 – June ‟11 July „11 – Present
Followers: ? 179
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5. Note worthy
91.5% of Likers
are under the age
of 34
Likers represent
20 countries
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6. Strategy – Slow Growth
• Façade w/ emphasis on • Professional in nature
opportunities
• Target audience –
• Student focused recruiters and alumni
• Informal & fun • Students – secondary
• Mix of information • Engage
Social
KnightLink Media
• Push content
Honorable Mentions: 6

7. Account
7

8. Page
8

9. Facebook Initiatives
1. Brand Proposition – Fun information & educational
 Create the relationship
 Events & articles (fun, student focused)
2. Brand Promise – The 50% partner
 Job & internship spotlights, relevant events, etc.
 Polls (pull to keep fresh)
3. Brand Experience – Audience focused
 Handouts, digital signs, friends of friends
 Mysterious “Friends Only” Events – Etiquette messages
 Dress for Success – 40+ attendees
 Dining Etiquette – 16 attendees (first “15”)

10. Article
Employer
Newsletter
Poll
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11. Article
Events
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12. Press
Releases
“Placement”
Info/ Congrats
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14. LinkedIn Initiatives:
Mentoring
Who:
• Connect Clarkson students and alumni
Why created? Why LinkedIn?
What:
• Encourage direct messages and discussions (pre-
populate some)
Got Alumni?
• Advertised through Alumni Chapters, Alumni LinkedIn Group,
Career Fair, Alumni Reunion, Newsletter/Mailing
• IBM Consultant-Student matching
Got Students?
• Clarkson University clubs, organizations, sports
• Training NOT required, materials provided
Combine with Alumni 5,000+ Group?

15. Offering
Advice
Encouragement
Networking
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16. Networking
Seeking
Advice
Article /
Education 16

17. LinkedIn Initiatives:
Career Center
Who:
• Connect Clarkson students, alumni & employers
Why:
• Increase employer awareness, encourage
discussions & career exploration
What:
• Post jobs, share employer focused articles, keep
recruiters abreast of university events & trends,
facilitate discussions

18. Job Posting
Videos
Off Campus
- Job Search -
On Campus
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19. Events
19

20. How?
• Social Media Interns (2)
– Facebook
– LinkedIn
• 2 hours, twice a week
• Staff feed content/articles occasionally

21. Outcomes
Workshop
Requests
Appointments 89+
34.5%
Applications
55%
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22. On the Horizon
• “Recruit the recruiters” in LinkedIn
• Transition Facebook users to LinkedIn
• Facebook “Tip of the Day”
• Blogging
• .
• .
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23. Design your strategy
Design/Strategy Implementation/Tactics
• Do we need social media? • Research & review options
and others
• What purpose does it
serve? • Administration & staffing
• What are our desired
outcomes? • Goals and measurement
• How does it fit within • Remaining relevant
operations or strategic
plan? • Focus on moderate growth
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24. Get Connected
Friend: Golden Knight
Like: Clarkson University Career Center (page)
Join: Clarkson University – Career Center (group)
Join: Clarkson University Mentor Program (group)
Connect: http://www.linkedin.com/in/karlafennell
Follow: @cucareer
Karla Fennell: kfennell@clarkson.edu 315.268.6477
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