By: Jacquelyn Malcolm and Natalie Gallagher Social Media Best Practices: More than Posting Financial Aid Deadlines and FAFSA Help Tips Presented to: Association.

By:Jacquelyn Malcolm and

Natalie Gallagher

Social Media Best Practices: More than Posting Financial Aid Deadlines and FAFSA Help Tips

Presented to:Association of Student Financial Aid Administrators

Presentation Topics

• Social Media Overview• Social Media and Mission• Guidelines• Channels• Conversations vs. Just Content• Staffing• Research and Resources

Social Media Overview

• Part of a greater school marketing strategy• No longer optional• Financial aid professionals role raising brand awareness• More than just posting content• Robust and meaningful conversations• Must plan AND track/measure

Social Media & Mission

• Mission of school• Mission of department• Understanding why you are doing this• Making a commitment to success of these channels

Social Media Guidelines

• Do not have one? Create one with Marketing Department

• Dealing with negative comments• Removing derogatory posts• Periodically update to reflect changes in social media• Appropriate use of the brand• Representing school as staff member vs. personal use• Work social media accounts vs. personal accounts

Social Media Channels

Most Used Channels in Higher Ed

Conversations Not Just Content

• Use engaging graphics• Provide useful links/resources• Links to tools to assist with FAFSA (Federal Student Aid)• Latest developments in financial aid in snippets• Post financial aid info sessions/chats as an “event” • Review other financial aid resource’s social media channels for

cross posting items• Ask questions/feedback• Responsiveness

Staffing Social Media Efforts

• Become an admin on school PR/Marketing efforts• Benefits of departmental pages• Designated person to oversee social media efforts every day• Staff or student workers?• Responsiveness/timeliness of responses• Create a year long calendar for content planning• Tools for scheduling content

Research and ResourcesFinancial Aid

• FAFSA Content and Tips

Case Studies• Social Media Month - The Case for Higher Education• Social Media Survey • Social Media Infographic

LinkedIn Groups• Future of Social Media• Higher Ed Social Media• Social Media Today• Social Media in Higher Education Recruitment, Retention, Alumni Relations

Other• Mid-Atlantic Higher Ed Social Media Network (Facebook)• Meet-ups

Questions?

Jacquelyn Malcolm, Executive Director of Interactive Media & Luminis Portal Administrator at the University of the District of Columbia

[email protected]

Natalie Gallagher, Director of Digital StrategiesParagon Design

[email protected]