Likes, Hearts & Tweets: Empowering students with active participation by harnessing the collective intelligence of social media. April Holder @apeholder TRiO ETS Advisor Grand Valley State University
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
on
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
Breakout
Discussi
on
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