recruiting social media best practices bootcamp - november 2011
TRANSCRIPT
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Social Media Boot CampPart I
Paula Guthat - Communications SpecialistShiba Palmer – Web Information Specialist
University of Detroit MercyMarketing & Public Affairs
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Summary
• Why …• do social media?• pick the channels specifically for your institution?• plan before you start?• Develop a social media policy?
• How we did it
• What we now have• UDM Social Media Outlets / examples• UDM Social Media Policy
• Questions / Answers
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Why … do social media?
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• Choosing specific channels allows to target those who are the most interested in your offerings. • Traditional undergrads• Transfer/returning students• Specific programs
This includes joining & participating on a few social media sites yourself.
Why … pick the channels specifically for your institution?
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Why … plan before you start?
• Avoid the wasted time and effort • useless content that does not draw followers• “scope creep” = unused/un-followed outlets • inconsistent designs/content incongruent with
marketing strategy• “cat herding” across your institution
• “Any publicity is NOT good publicity”• Social media can hurt your institution
• Example – “… you know how Detroit is …”
• Your audience and critics are watching – use your PR policy
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Why … Develop a social media policy?
• Organizations in your institution will need a “cheat sheets” to work from for adding content/outlets• You can’t use your outlets for everything• Not every outlet developed at the institution is of the
institution• Your workforce will not be in your office at all times
• Situations will arise that need a written document to resolve
• Followers/outside entities will need to be addressed in a consistent manner
• Boards/Deans/Administrators will need justification for funding
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Listening & research
What people are saying about:• Your institution• Specific topics• Prominent alumni• Community• Education in the region• The competition
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How we did it … Twitter
• Listen first…then jump in!
• Short & sweet updates…140 characters
• Link to = more info, pictures, video
• Join and start conversations
• Re-tweet (RT) relevant or interesting info
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How we did it … YouTube
• Opened account with a UDM specific email address (Gmail)
• Asked all organizations/schools/etc. to send videos to a central department • Initial plea and
throughout the year
• Reviewed all videos for content/policy/style standards
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How we did it … YouTube
• Placed videos on the site in appropriate order and “playlists” (http://www.youtube.com/UDMDetroit)
• Placed embeds of videos around the UDM web site (http://www.udmercy.edu/slo/)
• Monitor views and comments
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How we did it … Blogs
• Cleaned out all old/used blogs on the institution servers (under the .udmercy web site)
• Created templates specific to UDM
• Contacted organizations/schools/etc. to secure topics and workforce - Initial plea and throughout the year
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How we did it … Blogs
• Allowed blog admin access to workforce on a case-by-case basis
• Trained workforce at a central location (even if they say “I already know what to do”)
• Monitor views and comments http://blogs.udmercy.edu• Delete blogs as needed
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How we did it … Facebook
• Created a page for UDM with the style guide established by Marketing (branding)• FBML for custom pages
• Contacted specific organizations at UDM (colleges/schools, admissions, Ministry, etc) to inform them that MPA would be creating FB pages for them.
• Created pages specific to UDM standards (social media policy)
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How we did it … Facebook
• Allowed page admin access to workforce on a case-by-case basis
• Trained workforce at a central location (even if they say “I already know what to do”)
• Monitor views and comments
• Assist organizations creating official UDM pages
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What we have … UDM Social Media
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What we have … UDM Social Media
Ad in student newspaper Page in UDM Media Guide
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What we have … UDM Social Media
Web contact card Postcard
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What we have … UDM Social Media
High school visit poster
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What we have … Social Media Policy
• What constitutes an official UDM social media outlet
• Lists of all official outlets, sorted by type
• Standards for electronic communication • Posting (tweets, blogs,
FB, etc.), commenting to posts
• Image, video and audio content
• Administer responsibilities / MPA rights for posting on organization outlets
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What we have … Social Media Policy
• Technical standards for content (videos, audio, images)
• Workforce responsibility examples
• Posting Frequency Requirements
• Posting Timing Recommendations
• Policy for deleting unused, un-followed, and non-compliant outlets
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Questions
?
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Social Media Boot CampPart II
Paula Guthat - Communication SpecialistShiba Palmer – Web Information Specialist
University of Detroit MercyMarketing & Public Affairs
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Summary
• Consistency
• Content
• Relationship Building
• Social Media Tools
• Cross-marketing
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Summary
• Follow-through
• Analytics
• Our Social Media Future
• Questions / Answers
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Consistency ... Posting Frequency
• Blogs – Daily/weekly schedule of posts (based on topics & number in workforce), consistently around institution year
• Facebook – Weekly schedule of one post each 2-3 days (with the exception of emergencies and important PR announcements
• YouTube – all events of importance (if possible) should be taped and placed on the site (never too many videos!!). Best Practice – tape events on a yearly basis and create playlists
• Twitter – Post at least three times per day – with caveats
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Consistency ... Post Timing
• You’ll get a better response if you post when more of your followers, friends and fans are online.
• Twitter - http://www.whentotweet.com/
• Facebook & Blogs – Set a time frame and observe when most of the comments are made.
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Consistency ... Workforce
• Two types• Within your central location
• Institution main Facebook page, YouTube, Twitter, etc• Assure marketing messages and handle
emergency/PR events• Adhering to post timing and frequency• Monitor all institution-wide outlets, comment on
postings from follower, if PR is needed• Institution-wide
• Blogs, videos to submit to central, official Facebook/Twitter pages
• Adhering to post timing and frequency
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Social Media Tools
Hootsuite
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Be a reporter for your institution
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Relationship Building – Approach 1
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Relationship Building – Approach 1
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Relationship building – Approach 2
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Cross marketing
Word of mouth
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Cross marketing
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Cross marketing
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Cross marketing
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Follow-through
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Analytics - Facebook
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Analytics - Hootsuite
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Analytics - Klout
Profile
Score
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Analytics – GoogleExample: Engineering & Science
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Our Social Media Future
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Our Social Media Future
• http://stories.twitter.com/
• Google+
• foursquare
• Quora
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Questions
?http://www.udmercy.edu/mpa/plan/social_media/