Presented by NYSFAAA’s Technology & Innovation Committee New York State Financial Aid Administrators Association, Inc.1.

Social Media: Promotional tools

Presented by NYSFAAA’s Technology & Innovation Committee

New York State Financial Aid Administrators Association, Inc. 1

AgendaFacebook

Why Facebook?StatisticsDefinitionsHow to create and manage your page

TwitterWhat is it?Definitions & functions

LinkedInUses of LinkedIn


Facebook


Why Facebook?With the advent of smartphones, Facebook is

a must for all organizations. Virality: Your constituents can easily share

your information with people they are connected to on Facebook.

Facebook pages also show up high in search engine results, and are viewable by everyone.


StatsThere are 955 million monthly Facebook users.

There are more than 543 million active users currently accessing Facebook through their mobile devices.

The average Facebook user is connected to 60 pages, groups and events.

People spend over 500 billion minutes per month on Facebook.

Statistics from Facebook press office.New York State Financial Aid Administrators Association, Inc. 5

Email is Becoming Old SchoolAbout 17% of students use their school email.Only 16% of students claim they frequently

read targeted email messages.12% of students check email on a mobile

device.


TerminologyFriend - someone you allow access to your Facebook profile

Friending and unfriending - Friending is the act of accepting a Friend Request from an individual. Unfriending is the act of removing someone from your friend list

Fan Page - Facebook fan pages allow you to network and connect with those outside of your immediate circle of Facebook friends, without necessarily revealing a lot of your personal information

Status Update - allows users to post messages for their friends to read, comment on, or share


TerminologyNotification - a message that alerts you to

friend/fan activity on your post or page

Event - fans can be invited to occasions such as lectures, parties, information sessions

Like - Giving a group or post the “thumbs up” of approval.

Wall - Place where all information is posted for Friends or Fans to view


Terminology• Insights – Fan page metrics

• RSS - an auto-updating RSS Feed that alerts you of important things on Facebook involving your account (ex: posts, photo tags etc.)

• News Feed - highlights information that includes profile changes, upcoming events, and birthdays, among other updates


TerminologyGroup - provide a closed space for small

groups of people to communicate about shared interests

Check In – Allows you to inform others of your current location

Chat – online conversation with friends on a one-to-one basis, or with multiple friends simultaneously through the groups feature





In PreparationBe sure to check within your organization’s

leadership before starting a PageUnderstand the organization’s hierarchy with

social media, if applicableObtain any logos or branding materials so

you will be consistent with the rest of your organization

Seriously consider policies & procedures, for page management and photos


NYSFAAA’s Photo Policy


ISSUE: Use of Images of NYSFAAA Members and Functions POLICY: This policy is designed to address the use of images of NYSFAAA members that may be taken at various formal and informal NYSFAAA events. Generally, the use or display of such images in various NYSFAAA media is permitted without prior approval of the person where the person appears in the background of an image where he/she is not the topic in question or where they have actively posed for the image. In the case of a candid image where the person is of subject interest, permission to use the image will be assumed. PROCEDURES:

1. The following should appear on all NYSFAAA membership materials: “In applying for membership, I understand that my image may be attained and utilized in various NYSFAAA media”.

2. The following should appear in all conference or other event registrations: “Please note that photographs may be taken at this event and displayed in various NYSFAAA media. Those participants that pose for photographs are permitting the use of their image in this way”.

Page AdministratorsPer your organization’s policy/hierarchy and

your preference, designate a Page ownerThe Page owner will need a personal

Facebook account first Suggestion: The Page owner should check

the account daily, so select someone who is capable of this responsibility

Note that your personal page will not be linked to your organization page in any way that someone who is not your personal Friend can seeNew York State Financial Aid Administrators

Association, Inc. 16

Getting StartedFrom the Pages heading on the left side

toolbar on your Wall, click “More”. Next, click “Create a Page.”

Choose the category of page it will be. You will likely select “Company, Organization or Institution.”

Name the page, you will want to be as specific as you can (ie. Macri University Financial Aid Office).

Review the Terms and click Get StartedAdd a profile photo. New York State Financial Aid Administrators

Association, Inc. 17


Create Your PresenceAttach your organization’s website to the

page so people can find out more about you. Describe what your organization is about.


Getting FansInvite your friends to the page. Perhaps you

already have several friends that will enjoy and share your new page. You can invite them through Facebook, or import your contact list to send them a message about the new site.



ContentYou do need to become a fan of your page

and put up a few comments or other posts in order for your page to go public.

Post status updates frequently to get people interested.

When the post shows up in your own News Feed, you can Like it to make it share on all your friends’ News Feed.


Policy & ProcedureHave an established social media policy in

place. Also have established procedures for

administering the site. Be sure this is aligned with your

organization’s goals and ideals.


NYSFAAA’s Social Media P&P


ISSUE: Social Media

POLICY: All materials posted become the property of NYSFAAA and the right is reserved to remove any content that is deemed inappropriate. All sites must always clearly reflect NYSFAAA’s mission and project a professional and proper representation of the association. Professional opinions and information sharing is strongly encouraged while personal communication is considered inappropriate. Posts should not show bias toward or against any political, parties, figures or institutions. Members should not post or discuss information which is confidential, nor should they discuss private or personal information about themselves, their co-workers, or other members. Vulgarities, disparaging comments, intentionally made false statements, demeaning behavior, or anything that would be considered illegal or inappropriate is prohibited. Pictures posted to the site must be appropriate and adhere to the policy on the Use of Images of NYSFAAA Members and Functions.

PROCEDURES: 1. Members wishing to promote their committees, meetings and any other relevant activities

utilizing social media should contact the social media administrators of the Technology & Innovation Committee.

2. Posts should be relevant to our profession, accurate and thoughtful of the audience. The administrators will not be fact checking.

3. No less than two members of the Technology & Innovation Committee will have access to all Social Media accounts. These members, or their delegates, are responsible to keep the sites up to date and respond to comments or questions on the sites. Other members of NYSFAAA are encouraged to represent the organization in a positive and professional manner via personal posts and responses.

4. A regular schedule of site review will occur at least every seven days. 5. The administrators shall remove inappropriate items immediately.

PolicingIt’s imperative that you police your site. You will likely set your options so people

other than the Page administrators can comment, post links, etc.

With this comes a certain vulnerability. Make sure you check your site frequently to

assure that unwanted postings are removed or addressed.


How to Edit Your PageEdit your Page by going to the “Admin Panel” At the top, click on the drop down entitled

“Manage Your Page” then click on the “Edit Page” button.






ConnectingFacebook can also be set to automatically

update your Twitter page with the same message. The bonus is that the message will wrap into a URL sending you to Facebook and you will not be limited to Twitter’s usual 140 characters.

Your fans will also be able to follow your messages by RSS feed.



Admin BoxOn the left of your page, you’ll see the Admin

Panel. This section is used to switch between your personal profile and your page.

You must have enough fans and activity for the information to be released.



MetricsFacebook Insights provides metrics around content.After the pages are liked by at least 30 people, the following Insights

will be visible.

o Page Views: Total number of views of your Facebook Page

o Tab Views: Number of views that each tab on your Page received when logged-in users visited your Page

o External Referrers: Number of views coming from the top referring external domains sending traffic to your Page

o Media Consumption: This data corresponds to number of views of that your videos, photos and audio clips received on that day






More Info:For more information, check out the Facebook Page for Facebook Pages at https://www.facebook.com/FacebookPages.


TWITTER


TwitterTwitter is an online social networking service and

microblogging service that enables its users to send and read text-based messages of up to 140 characters – from Wikipedia

Less picture oriented, more text orientedWorks similar to Facebook, in that you are attached

to people and organizationsEasy to link to other profiles and tweets. Also

easier to view what types of “conversations” are taking place on twitter via the hash-tag: “#”

You will need to set up your own account at www.twitter.com to use this service


http://www.twitter.com/

Twitter terminologyTweet: an update link, or otherwise piece of

text to update your followersFollower: someone who has subscribed to

your tweetsFollowing: other profiles you have subscribed

to



Twitter functions:“@”: allows you to link your tweet or reply to

someone else. You place this in front of someone’s profile name within your tweet so it shows up on their feed

“#”: creates a keyword or your own index. Using the hashtag allows others to easily identify the topic of your tweet; it allows you to search other tweets about the same topic



TweetingLimited to 140 charactersUpdated by using the button in the top right-

hand corner



LinkedIn


LinkedInLinkedIn is designed to help you do the following:Establish your professional profileStay in touch with colleagues and friendsFind experts and ideasExplore opportunities


LinkedInReview LinkedIn Today on the News tab for a

daily digest of news and links.Use the dropdown on the Search bar to

review Updates.Post job openings, news, and links to

products/services on your business page.Connect with colleagues by joining a related

Group.Manage your online image. LinkedIn profiles

come up high in Google people searches.New York State Financial Aid Administrators Association, Inc. 51

LinkedInCreate a blueprint for the future by viewing

the skill set of those in positions you aspire to achieve.

Use LinkedIn’s Resume Builder templates to create a resume.

Add third-party apps to expand your profile.Synch your LinkedIn account with your

Twitter account.Find out who has been looking at your

profile.New York State Financial Aid Administrators Association, Inc. 52

On behalf of TIC, we thank you for your attention to this Social Media presentation


Reminder About Nice FA Empire Chat


Presented by NYSFAAA’s Technology & Innovation Committee New York State Financial Aid Administrators Association, Inc.1.

Documents

facebook pages

agenda facebook

facebook profile friending

monthly facebook users

facebook press office

average facebook user

terminology friend

information sessions