developing an education social media strategy, nwais seattle, 6/17/2014
DESCRIPTION
Learn how to develop a social strategy and plan for your school, set goals, get buy-in from administrators, create sharable content, and measure the results of your engagement.TRANSCRIPT
II. Developing a Social Media Plan
NWAIS Institutional Advancement Conference SeattleJune 17, 2014
seattlecenter.org
Make a plan.
Your Social Media Plan
Create great, sharable content and measure the engagement.
Tie your social strategy to your school’s larger goals.
Develop your social strategy.
Case Study: Windward School
1 Develop your social strategy.
a. Your Social Strategy Know Your Audiences, What They Need, Which Channels to Use
Prospective Parents & Students
Current Parents/Grandparents
Alumni
Prospective Donors
Current Students/Faculty
Media/External Communities
b. Your Social Strategy Set Specific Goals
General: Continue to work with development on increasing alumni involvement. Reach 500 alumni likes; get 20% reply rate on FB reunion posts.
General: Continue to widen the scope of tweets. organizations by end of school year.
c. Your Social Strategy Get Buy-in from Administrators
.
Contain the risk.
Build coalitions.
Two Views of Social Media
you: tools of opportunity
admins: tools of danger
Solution:
Sell the Benefits
Antonio Viva Head of School
Walnut Hill School of the Arts Natick, MA
advance the school’s mission
increase enrollment
improve student education
increase fundraising
:
Contain the Risk
Tom Gilder Head of School
Windward School Los Angeles, CA
inaccurate and defamatory postings and to make recommendations regarding posting responses or requesting retractions.”
Build Coalitions
Peter Saliba Head of School
Tilton School Plymouth, NH
“My Communication Director, Admission Director, and Development Director are joined at the hip.”
Three Things to Do Right Now
1.
2. Contain the risk.
begin your SM Guidelines, monitor all online sites, use Google Alerts
3. Build coalitions.
list potential partners, meet with your HOS about SM
Tie your social media strategy to your school’s larger goals.2
Mission
Communication Goals
Print Web Social
Strategic Plan Goals
Mission
Communication Goals
Print Web Social
Strategic Plan Goals
Mission
Strategic Plan Goals
Mission/Strategic Goal
Communications/Advancement Goal
Social Media Goal
3 Create great, sharable content and measure the engagement.
a. Founder’s Day Mash-up Unites Campus
a. Founder’s Day Mash-up Unites Campus
What: Founders Day, a carnival-like celebration on campus with games, art, and performances, is captured by a social media team of staff, faculty, parents, and selected students. Platforms/Ecosystem: multi-platform: FB, alum FB, Twitter, YouTube, social mash page on web site; later a slideshow emailed to community.
Goals met: increased community engagement with grandparents (adv.), alumni (strategic plan), prospective families (adm.) in a later email, current families.
Some Common Analysis Tools for Schools
Google Analytics
Facebook Insights
YouTube Analytics
How Did We Measure Success?
Google Analytics showed how many people visited the Social mash page or were pushed to the page.
Analyzed Facebook Insights to see which photos were shared the most
Email read open rate
Anecdotal success
b. Robotics Tweet Gets Major Re-tweetage
b. Robotics Tweet Gets Major Re-tweetage
b. Robotics Tweet Gets Major Re-tweetage
What: Tweet of a visit by a NASA scientist; two months later a tweet of Robotics success.
Platforms/Ecosystem: Twitter (also Facebook, web site)
Goals Met: From Head of School/advancement: raise internal and external visibility for robotics and science.
How Did We Measure Success?
Google Analytics showed the number of users who visited the web site based on the tweets
Examined the number of retweets
Bitly showed how many people clicked on the link
Facebook, web site analytics
c. Magic Johnson Video Creates Excitement
c. Magic Johnson Video Creates Excitement
What: A Windward parent shoots a short phone video of former LA Laker Magic Johnson, who gives a shout-out to the girls varsity basketball team before their state championship game.
Platforms/Ecosystem: Facebook, Twitter, YouTube, LA Times, which put it on their blog (and retweeted our tweet). ESPN, Yahoo Sports. Email to internal.
Goals Met: Raise the visibility of Windward athletics to external community, drive people to the athletics web site. Increase school spirit. Till the soil for advancement when it’s time to ask for major gifts for athletics projects.
How Did We Measure Success?
Looked at Facebook Insights (the most shared and viral post of the entire school year)
Examined Twitter analytics (number of retweets on LA Times feed), etc.
Looked at email open rate after we sent it to entire internal community
3 Simple Things To Do Right Now
1.Tie your social media strategy to your school’s larger goals. Review your strategic and advancement plans, then set your communication and social goals. Get buy-in from admins.
2.Create great content your community wants to share. Review your current content (and audiences), then make it great!
3.Measure the effectiveness of the sharing. Get on Google Analytics, contact edSocialMedia for training.
Exercise
1. What is the mission of your school?
2. What are your overall advancement/communication goals and how do they sync with your mission?
3. What are your social media goals and how do they sync with your overall advancement/communication goals?
What are your goals?
