Higher Education Presidents with Social Media

Presence

Slide 1

Higher Education Presidents with Social

Media Presence

Higher Education Presidents with Social Media

Presence

Slide 2

1) Social Media Presence

2) Top Benefits of Going Social

3) Wading Into the Social Media Waters

4) Social Media Leadership Strategies

Overview

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 3

Every college or university wants to expand its visibility,

respond to its audiences’ needs and cost-effectively promote

its institutional brand.

These are just some of the reasons why 100% of schools have

embraced social media marketing to some extent.

While being active with institutional accounts on major social

networks has become a must, for true brand messaging

maximization, who has more visibility than the college president?

Top school administrators are increasingly taking to social media to

communicate with current and prospective students and the broader

community, acting as thought leaders, building strategic

relationships, and strengthening their institution’s reputations.

According to a comprehensive 2012-2013 UMass study of social

media adoption in US colleges and universities, over half of

presidents are on Facebook (58%) and Twitter (55%), while 35%

host their own blog.

1. Social Media Presence

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 4

A voice with the weight of an institution carries tremendous

power, establishing an example of responsiveness for the

entire campus.

It is great both for broadcasting big news or managing campus

crises, finally putting rumours to rest. “These channels allow me to

reach a lot of people and give them a more personal view of my

thoughts and life,” explains Paul LeBlanc, president of Southern New

Hampshire University and a prominent tweeter.

Here is some of LeBlanc’s Twitter advice from an interview with

higher ed consultant Michael Stoner:

You have to find your voice and identify the persona you’re constructing (don’t try

to be the person you are in commencement in social media)

Be authentic and comfortable

Remember that humour goes a long way and that constantly retweeting other

people’s stuff is boring

Don’t confuse the informality with being too informal: you’re still the president,

these are still public artifacts. Keep that in mind!

2. The Benefits of Going Social

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 5

According to a 2012 survey cited by Stoner, “82% of

respondents were more likely or much more likely to trust a

company whose CEO and leadership team engage with

social media.” Better communication equates with better

leadership and this kind of transparency can powerfully

shape public perception of a college or university.

University of Cincinnati (UC) President Santa J. Ono has become

something of a celebrity in higher education circles, elevating the

school’s visibility by tirelessly setting an example of relating to

students – whether that’s helping freshmen move into dorms, crowd

surfing at football games, or interacting on social media around the

clock.

At last count, he has 29,500 Twitter followers (as “PrezOno”) and

notes that “it’s a rapid, efficient way to communicate with a lot of

people simultaneously: students, parents, alumni who are all over

the globe.”

2. The Benefits of Going Social

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 6

Balancing institutional control with transparency isn’t easy

but tweeting presidents can personalize a school like nothing

else.

But like anyone else, college presidents should embrace social

media to an extent that is comfortable to them. A popular

combination is using Twitter plus a blog – Twitter has a wide reach to

important audiences, including media, easily updated on the go,

while blogs are ideal for more comprehensive messaging.

Facebook should be approached with more caution because its

equivocal privacy standards, encroaching advertising agenda and

more complex interactivity can mean less control if you’re not

following closely.

That being said, Dominic Giroux, who became Laurentian

University’s president in 2009 at the age of 34 – the youngest in

Canada – has used his own Facebook page for student recruitment,

and actively engages students on Twitter, LinkedIn and his bilingual

blog.

3. Wading Into the Social Media Waters

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 7

A recent study by McMaster University grad student Dan

Zaiontz, called “#FollowTheLeader”, analyzed the habits of

22 presidents who use Twitter to recruit students and

connect with faculty, government, media, alumni and donors.

The study identified five Twitter user types:

The Customer Servant: Answers a wide range of questions

The Institutional Promoter: Only shares content about the school

The Socially Inconsistent President: Has social media accounts but doesn’t

use them

The Oversharing Non-Strategist: Mixes personal information and institutional

news but has no clear purpose

The Socially Active Strategist: Exhibits a clear strategy in blending personal

information into institutionally-focused activity

The most popular presidents on social media mix witty observations,

informative news scoops from daily meetings, cheerleading about

sports teams or school-related accomplishments, questions for the

general community, re-tweets of interesting student comments, and

advice/answers to student questions.

4. Social Media Leadership Strategies

Source: Higher Education Marketing – Higher Education Presidents with Social Media Presence

Higher Education Presidents with Social Media

Presence

Slide 8

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