Slidedeck for presentation at SACUBO's College Business Management Institute, July 2014.

1. Advanced Social
Media Techniques
in Higher Education
Christopher S. Rice, Ph.D.

2. Christopher S.
Rice, Ph.D.
Futurist | Social Technology
Strategist

3. @ricetopher
!
#cbmi

4. christopherscottrice.com/
CBMI14
Resources for this presentation can be found at:

5. (cc) 2005 Flickr user ocherdraco. Some Rights Reserved.

6. What would a
Social University
look like?
image (cc) 2008 Flickr user publicmind. Some Rights Reserved.

11. The
!
!
Revolution

13. Like: An expression of interest or
support for a Status or Page.
!
Friend: a mutual connection
conferring a number of timeline
read/write benefits.
!
Status: a brief message and/or
photo shared with one’s Friends or
a Page, with varying levels of privacy
!
Timeline: a reverse chronological
listing of a user or Page’s Status
updates, photos, videos, links or
events.
SocialMediaVocabulary

14. ỦUeWeDr
Edgerank is NOT your friend
Affinity Score between
viewing user and edge
creator
Weight for Edge Type
(create, connect, like,
tag, etc.)
Time decay factor
(based in how long ago
Edge was created)

15. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.

16. Source:“Coming and Going on Facebook,” February 2013. Pew Internet & American Life Project.

17. Facebook is
for Photos

18. •Shorter posts get more engagement
•Ask questions
•Throttle back on the posting
frequency
•Add photos to your status updates
•Connect your Facebook activity to
email and other channels
SocialMediaProTip

19. (cc) 2010 Flickr user DJ Lein
http://www.flickr.com/photos/djlein/5010090835/
Twitter

21. What’s a
!
!
and why do I want one?

22. Tweet: A text-based message of 140
characters or less. Username,
Mentions, Hashtags & Links count
toward this total.
!
Mention: Referring to another
Twitter user by Username, preceded
by the @ symbol.
!
Hashtag: a brief search term/
keyword preceded by a # symbol.
Allows people to hold a conversation
on Twitter w/out a Follow
relationship.
SocialMediaVocabulary

23. Timeline: a reverse chronological
listing of Tweets by Twitter users
you follow.
!
Follow: To subscribe to a Twitter
user’s messages. Twitter uses an
asymmetrical follower model.
!
Retweet: To share another user’s
Tweet to your Followers. This can be
done with or without adding
commentary to the Tweet.
SocialMediaVocabulary

26. The Horror of the Backchannel!

27. RT ’ing is good for you

28. #

29. #McDstories
#NBCfail
Lesson #1:
You Are Not in Control
of Hashtags

30. Lesson #2:
Choose Your Hashtags
Carefully

31. •Spread your Tweets out over the day.
About 3-4/day seems optimal.
•Don’t use Twitter as a broadcast channel.
It works best as a conversational tool.
•Mix in lots of @ and RT Tweets (leave
some room for an RT @username)
•Just talk about your institution or your
brand. Spread your love and appreciation
for your community
SocialMediaProTip

32. •Personalize your Retweets by adding fun
commentary or asking a question of your
Followers.
•Think about adding photos and videos to
increase engagement.
•Be sure to check Trending Topics and see
if any of them are opportunities for
(sensible) engagement.
•It’s okay to repeat Tweets during the day
or the week, or even to re-share a link in a
differently worded Tweet.
SocialMediaProTip

35. (cc) 2008 Flickr user EdYourdon
Student Blogging

37. We Are
IUCompendium
~ $60k/year

38. Hopkins Interactive

39. (cc)2006Flickrusercambodia4kidsorg

40. Instagram

44. Instagram Photos by
Instagram user
@uofmichigan

45. Instagram shares
nicely through
other channels
like Facebook,
Twitter, Tumblr
and Pinterest
SocialMediaProTip

46. Instagram Success Tips
•Encourage Use of Filters
•Use Contests to drive desired photos
•Aggregate Photos from Multiple
Contributors
•Consider a Rotating Student Voice
•Try using words over photos
•Cross the Streams (Share via Facebook,
Pinterest or Twitter)
•Recognize other users

47. interested?
Are you

49. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/

50. Image Source: http://heidicohen.com/pinterest-tactics-to-maximize-effectiveness-research/

51. Pin: A visual bookmark, linking back to
the original content. Can include text
commentary.
!
Board: A collection of pins, organized by a
common theme or topic.
!
Like: An expression of interest or
support for a Pin or Board.
!
Follow: To subscribe to a user’s Board or
Pins.
!
Re-Pin: To Pin another user’s Pin to your
Board
SocialMediaVocabulary

52. Great for
Driving Traffic
to your existing sites

53. Duke University

54. Drake University

55. Drake
University

56. Tips for Pinterest Success
•Add a “Pin It” Button to your web pages and
encourage “re-pinning” (yes, another
button/chiclet)
•Think Story/Theme FIRST!
•Don’t be afraid to thin-slice your target
segments
•Share items/topics beyond institutional
activities
•You don’t have to follow, but you should “re-
pin” items from students and student orgs

59. From 0 to
meme in 7
minutes...

68. Google Hangouts
(cc)2012FlickruserRichardSchwier!
https://flic.kr/p/c8Ruwo

69. Google Hangouts
•Generate Useful Content Before,
During and After the Hangout.
•Book ‘em like Jay Leno
•Think tight structure
•Market, market, market!
•Cross the Streams!

70. Snapchat

74. (cc) 2012 Flickr user flickingerbrad
http://www.flickr.com/photos/56155476@N08/6660135637
Social Media is going mobile:
What’s your plan?

75. of adults 18-24 use Twitter on their mobile
device.
22%
Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.

76. of online African-Americans use Twitter on
their mobile device.
17%
Source: “Twitter Use 2012,” May 2012. Pew Internet & American Life Project.

78. mobile Facebook users, an
increase of 67% year-
over-year.
543
millionSource: Facebook Quarterly Earnings report, July 2012

79. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,”
March2011.PewInternetProject&theProjectforExcellenceinJournalism.

80. ImageSource:“Howmobiledevicesarechangingcommunityinformationenvironments,”
March2011.PewInternetProject&theProjectforExcellenceinJournalism.

81. ImageSource:“Americansandtheircellphones,”August2011.PewInternet&
AmericanLifeProject.

82. “Mobile accessibility
and compatibility is now
expected, not a ‘would
be nice’ feature.”
Rachel Reuben
Assoc. V.P. Marketing Communications
Ithaca College
Source: http://link.highedweb.org/2012/07/six-questions-with-rachel-rueben/

83. Getting Geosocial

86. Foursquare
Swarm

87. Field Trip

88. Ingress

89. (cc) 2013 Flickr user [apple]rom
http://www.flickr.com/photos/feria/11242511225/
(cc) 2013 Flickr user mrtruffle
http://www.flickr.com/photos/mrtruffle/11110206845/

90. Boston
University

91. WKU2K15

92. •What makes it so
important to connect with
the physical environment?
•Build with that in mind.
•Vendor partners are
critical (e.g., foursquare
and SCVNGR)
•Educate early and often
SocialMediaProTip

93. QR Codes

94. Project
Ingeborg

95. Ideas for QR Codes
•Self-Guided Campus Walking Tour
•Links to your social media presences in
print materials
•Scavenger Hunt
•Surveys (keep them short!)
•Links to office hours, contact info, social
media presences at physical locations
•Nutrition/Exercise Info at the Food Court

96. (cc)2009FlickruserDanieVDM
(cc)2011Flickruserbksutherland
Augmented Reality

98. Queensland University
of Technology

99. How do I develop a social
media plan?

100. Strategy
Why are you using social
media?
Strategy
How will you know you are
successful?
Tactical
What tools will you use (&
why)?
Analytics
How will you measure your
activities (tools & process)?
Team/Management
Who will be responsible for
these activities?
Social Media Strategy:
Questions You Should Ask Before Beginning

101. (cc)2012FlickruserEllBrown
http://www.flickr.com/photos/ell-r-brown/7006746407/
What are your goals?

102. (cc) 2007 Flickr user BOLTandK2
http://www.flickr.com/photos/28529353@N05/2934439189/
What are you comfortable with?

103. What’s your
Institutional Brand?

105. 4 levels of
social media action

106. Broadcasting
Information

107. Listening
(Can you hear me now?)
(cc) 2009 Flickr user Beverly & Pack

108. Engage
(cc) 2011 Flickr user Khalid Albaih. Some Rights Reserved.

109. Facilitation
(cc)2012Flickrusermenlopics.SomeRightsReserved.

110. Best Practices:
Tips, Tricks & Guidelines

111. Create a Content Hub
(cc) 2006 Flickr user ndrwfgg. Some Rights Reserved

112. Have a Dedicated Landing Page

113. •Limit the number
of platforms you use
•Be deliberate
•Keep consistent
usernames
•Consistent Avatar
•Keep consistent
branding
SocialMediaProTip

114. (cc) 2010 Flickr user C!... Some rights reserved.
Share your content
(and make it sharable)

115. (cc) 2010 Flickr user lisaclarke. Some rights reserved.
Establish a Routine
(and stick to it!)

116. Automation is your friend
(but remember to be human)
(cc) 2012 Flickr user pasukaru76. Some Rights Reserved.

117. Listen First...
(cc) 2009 Flickr user Beverly & Pack
...and then ask
questions

118. Consider using
a monitoring/
efficiency tool
like Hootsuite,
TweetDeck or
Buffer
SocialMediaProTip

121. (cc) 2009 Flickr user torkildr
Analytics are critical

123. Do you have a Social Media
War Room?

124. Give your students a good
reason to follow you.
(cc) 2012 Flickr user jjjj56cp. Some rights reserved.

125. (cc) 2010 Flickr user claylo. Some rights reserved.
Reward your community mavens
(a little goes a long way)

126. Build a network of relationships
(cc) 2009 Flickr user Coffeeshopchat
(cc) 2005 Flickr user ciro@tokyon

127. Encourage Positive Deviants

128. Design for Personas
(cc)2012FlickrUserdazjohnson!
‘https://flic.kr/p/bo1Vtt

129. Cross the streams!

132. University of Michigan

133. University of Michigan

134. University
of
Kentucky

135. Photo (c) 2013 ESPN
University of Kentucky

136. Don’t get too attached to any one
social media platform
R.I.P.
MySpace
2003-2011
(cc)2007Flickruserthurdl01.SomeRightsReserved.

137. (cc) 2008 Flickr user PhotoJonny
“So, how do I
know which
tools to use?”

138. (cc) 2008 Flickr user PhotoJonny
•Feature Sets
•How well does it
fit with our
existing system?
•Popularity
among students
•Future-proofing
How do I know which tools to use?

139. Source: “2014 E-Recruitment Practices Report”!
http://www.universitybusiness.com/article/higher-ed-recruiters-hesitant-use-newer-social-media-platforms

140. Understand Your Student
Social Media Lifecycle
Facebook(
Twi,er(
Pinterest(Google+(
LinkedIn(

141. How social do you
want to be?
(cc) 2007 Flickr user Orin Zebest

142. Questions &
Discussion

143. chris@christopherscottrice.com
!
@ricetopher
!
christopherscottrice.com
Thanks!