social media content management: building a team and working with student content
TRANSCRIPT
Social Media Content Management Building a team and working with student content
“Marketing study abroad must be so easy!”
“Social media makes study abroad
promotion a piece of cake, right?”
Social Media Strategy Coordinate with office/organizational or programmatic goals
Measure outcomes and adjust your plans
Evaluate the social media landscape on your campus/in your marketplace
Social Media Strategy
Make the culture of study abroad ubiquitous on campus and synonymous with the UW-Madison experience.
Maximize students’ exposure to benefits and experiences of study abroad through content shared or developed by their peers.
Generate awareness of IAP programs: breadth of options, IAP-specific services.
Enhance on-campus partnerships and calibrate office messaging with partners and University Marketing.
International Academic Programs / UW-Madison
Social Media Strategy
We focus on three main channels – Facebook, Twitter and Instagram currently.
Our goals and objects vary depending on the channel.
Generally students do not indicate they first hear about us on social media.
However, they do use it in their research and decision phase.
We actively refer leads to our social media channels.
The Education Abroad Network
Getting Students Involved
Outreach to a Returned Student Network
Involvement of student staff
Organizing a focus group of returned students
Engage students who are currently abroad
Systems to Generate Content
#MondayMunchies
#HumansofStudyAbroad
#BadgersAbroad
Working With Student Content
Tools for Content Creation & Management
• Canva • Hootsuite / Tweetdeck • Iconosquare • Google Alerts • Twitter Search / Social Mention • Simply Measure (Free Trial) • Latergramme / ScheduGram
Scheduling Content
Tools for Content Creation
Identifying Social Media Trends
On-campus and national trends Take advantage of on-campus resources Work with your students, & interns
Working with External Teams
Identifying Advocates within Your Team or Office
Take advantage of colleagues’ interest.
Draw on expertise and resources of colleagues who work in separate content areas.
Show the impact of contributions & how it relates to the team member.
Inspire your team to be your #1 fan.
Make social media and/or blogging part of team goals.
Working with an Intern or Graduate Student
Involve the student in strategy & content creation
Play to the unique strengths of the student & adjust your workflow processes
Let the student be authentic, but stay in line with your organizational voice and messaging standards
Manage and monitor—don’t micromanage
Include the social media student in other office marketing or advising teams
Social Media Strategy International Academic Programs / UW-Madison
Looking Ahead
Further development of social media relationships with on-campus partners
Develop social media toolkits for all program participants
Involve more student workers in ongoing content creation and curation
Explore new social media channels – Snapchat?
International Academic Programs / UW-Madison
Looking Ahead
We are always looking to do more with content. There are always opportunities.
Keeping an eye on what’s next.
Continue to integrate social media into our marketing ecosystem.
The Education Abroad Network
Ask:
• What works?
• What are possibilities and limitations?
• How do our strategies align with overall marketing objectives?
Experiment
Measure
Adjust
Measurement & Evaluation
Nathan Barker Marketing Specialist International Academic Programs, UW-Madison [email protected]
Hannah DeMilta Outreach Manager The Education Abroad Network [email protected]