#Protips for utilizing social media to drive engagement
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Presented at Indiana Association for College Admission Counseling Spring Congress 2015. This presentation is designed to help high schools and colleges better engage with students and families through social media. Focus is on Facebook, Twitter, Instagram, Pinterest, and YouTube.
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#Protips for utilizing social media to drive engagement
- 1. #Protips for Utilizing Social Media to Drive Engagement Will Patch Assistant Director of Admissions-Social Media Coordinator IACAC Spring Congress 2015
- 8. -6% 6% 26% 29% 33% FACEBOOK TWITTER YOUTUBE PINTEREST INSTAGRAM
- 9. watched college videos read student blogs searched or tweeted hashtags asked a question on social media
- 10. Case Study • 10 institutional accounts • Collaborate for content • Monthly analysis of reach, interactions, follower growth, and Natural Audience Ratio (NA)
- 11. 12 Month Data Facebook Twitter Pinterest YouTube Instagram Followers 8,137 (31%) 3,194 (63%) 148,303 (317%) 103 1,212 2013 Reach (Interactions) 3,049,246 (208,186) 3,342,774 (4,505) 14,045,402 (252,381) N/A N/A 12 mo. Reach (Interactions) 1,473,000 (267,226) 7,355,000 (7,858) 54,796,274 (149,421) 31,605 (266) N/A (7,509) Comparison 7th highest NA ratio in the state (50) 8th highest NA ratio in the state (49) Highest NA ratio in the state (30) 13th highest NA ratio in the state (49) 5th highest NA ratio in the state (45)
- 12. Differentiation Facebook – Content for parents and alumni. Congratulations, profiles, photo albums for events
- 13. Differentiation Twitter – Campus updates, focused for students. Interacting with admitted students and media
- 14. Differentiation Pinterest – Campus, study abroad, and event photos. Tangential information, scholarships
- 15. Differentiation YouTube – Videos of campus events and student profiles
- 16. Differentiation Instagram – Visuals of campus geared towards students. Historic photos have done well
- 17. Differentiation LinkedIn – Alumni and professional information Tumblr – Blogs, photos, specialized content. Hosts content
- 18. Time is the biggest cost
- 19. Where? Networks
- 21. You Don’t Need To Be Everywhere You Need To Be Good Where You Are
- 22. The Big 5
- 23. If you can only be 1 place…
- 24. 0% 20% 40% 60% 80% 100% Pinterest Twitter Instagram YouTube Facebook Network Usage Higher Ed Students
- 26. • Photo/Video > Status > Links • Focus on individuals does well • Moderate well • Post suppression • Use Milestones
- 28. • Show campus and student life • #NoFilter • Regram • Hashtags
- 30. • Viewed as news source • Photos and infographics • Interact and congratulate • Hashtag campaigns
- 32. • High quality visual content • Tangential information • Always have links • Themed boards
- 34. • High quality videos, don’t ignore audio • Highlight student life • Tag wisely • Make good playlists
- 36. What? Content
- 37. Content is King
- 40. Visual Content Receives More Interactions
- 50. Hashtags Check usage first Be unique Have a plan
- 56. Have a Playbook and Review It
- 57. Make Students the Heroes
- 58. When? Timing
- 62. Don’t Overpost
- 63. Who? The Team
- 65. Owning a camera or an iPhone does not make someone a photographer. Use professionals.
- 68. How? Tools
- 69. Hootsuite Web-based scheduling Free for limited features
- 70. Tagboard Search any hashtag across all networks, can analyze sentiment No account needed: tagboard.com/(your tag)
- 72. Iconosquare Analyze and regram Instagram photos
- 73. Namechk Check usernames across range of networks before starting them
- 74. What has worked for you? What questions can we answer?