Likes, Hearts & Tweets:Empowering students with active participation by harnessing the collective intelligence of social media.

April Holder@apeholder

TRiO ETS AdvisorGrand Valley State University

Active participation: Social media encourages voluntary participation and new interactions. If created and nourished correctly, social media can empower students.

E.g. Twitter Pew Research Center: “Twitter News Consumers: Young, Mobile & Educated”

Preparing students to competently navigate & positively influence our changing world

Collective intelligence: The important thing about social media is the real people who use it and their social interactions

Social media is supposed to be a dialogue, not a monolog

Whatis social media?

Social media is a conversation supported by online tools

- Jara, Parra & Skarmeta, “Participative marketing: Extending social media marketing though the identification and interaction capabilities form the internet of things.”

What is social media?

Others:Signal VineSee “The Hechinger Report: can u fix education w/ txts?”

VinePlatform to share short videos

The Big TwoFACEBOOK TWITTERMost common platform among teens and parents

Two in five (39%) African-American teens & 23% white teens use Twitter2

Post pictures & text, without limit Post pictures & text, with 140 character limit

Schedule statues Scheduled tweets with free software3

Directly connect with students & parents

Directly connect with community members, pass on news

Hashtags Hashtags, RT, FavoritesFree page metrics (statistics) Search hashtags

What social media platforms would you consider including in your social media strategy?

Breakout

Discussi

on

Whysocial media?

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gatheringDavis, K. (22014, August 26). The Real Generation Gap: How Adults and Teens Use Social Media Differently (Infographic). Retrieved April 7, 2015, from http://www.entrepreneur.com/article/228029Bennett, S. (2014, April 2). 67% Of Americans Use Social Media (With One In Six Active On Twitter) [STUDY]. Retrieved April 7, 2015, from http://www.adweek.com/socialtimes/social-media-america/497615?red=at

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

73% of US teens 12-17 are on

Facebook&64% them use it

everyday1

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

Nonprofits attribute their social media success to:

41%Developing a detailed social media strategy

37%Having executive management make social media a priority

28%Dedicating a current or new position specifically to social media

Doresy, P. (2013, March 13). Fundraisers & Giving: The Power of One. Retrieved from http://blog.abila.com/the-power-of-one/

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gatheringDavis, K. (22014, August 26). The Real Generation Gap: How Adults and Teens Use Social Media Differently (Infographic). Retrieved April 7, 2015, from http://www.entrepreneur.com/article/228029

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

Why social media? Better connections with students

Better connections with community partners

Better connections with parents

Brand reputation

Simplify knowledge gathering

Why is developing a social media strategy necessary to reach out to the students you serve?

Breakout

Discussi

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How?How do I create a social media strategy?

Steps:1. Establish SMART Goals2. Audit your social presence3. Develop a content strategy

The broad rules of social media1. Use helpful templates to streamline process

Establish SMART goalsAlign with program goals

PROGRAM GOALS SOCIAL GOALSProgram awareness Social reach (shares,

retweets)Thought leadership (intriguing, innovative & inspiring)

Respect & collaboration

Recruitment ActionsServices Platform for conversation

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Audit your social presenceInventory all profiles representing your program.

How?Rule #1: Listen

Stop thinking campaigns, start thinking conversations

Mobile platform a possibility?

Gain Feedback – Are students engaged?

Google Alerts

Ask for help if you need it

Further ExplorationThe Hechinger Report: can u fix education w/ txts?

How To Create A Social Media Marketing Plan In 6 Steps

On a lighter note: Welcome to college… I’ll be your guide

@apeholder@MichiganCAPP

How?Rule #2: Engage

Create content that’s shareable

Update content often

Downloads

Use catchy headlines

How?Rule #3: Measure

Audience, engagement, loyalty, influence, action

Metrics should always map goals. Period.

Develop a Content StrategyBridging where you are to where you want to be: Define original content your program will create and post

e.g. program updates, events Define type of contact you will share

e.g. scholarship opportunities, FAFSA updates, education current events

define frequency of posts by platformX channels/ X times of day

Useful Hootesuite templates to save you hours of work:

Find them here: http://blog.hootsuite.com/social-media-templates/

My recommendations:1. Social Media Strategy Template2. Social Media Audit Template3. Editorial Calendar Template4. Social Profile Image Sizes

How do you want to implement this strategy?

Keep in mind,

TimeBudgetMotivation

Delegate?

TRY: Social Media Content Calendar

A few words about FERPA SM are communication tools and are no different than the telephone or email

when it comes to how we apply FERPA. FERPA allows directory information to be disclosed without permission

Name Email Class Major Field of study Honors and awards

You are expected to notify parents (if student is under 18) annually about releasing directory information.

Citations 1: King, D. L. (2015). Why use social media? Library Technology Reports, 51(1), 6-9,2. Retrieved from http://search.proquest.com.ezproxy.gvsu.edu/docview/1646465090?accountid=3947

2: Mary, M. (2013, May 21). Teens, Social Media, and Privacy. Retrieved April 11, 2015, from http://www.pewinternet.org/2013/05/21/teens-social-media-and-privacy/

3: Try futuretweets.com. It’s free software that allows you to schedule singular or recurring tweets.

4: Thought Leaders: Insights on the future of business by Joel Kurtzman

5: Stop Using FERPA as a Social Media Banhammer November 22, 2011 - 8:28pm By Eric Stoller