Social Media Plan 2014

[Fulton Career Center Social Media Plan]

2014

Engineering Career Center

(480) 965-2966

Table of contentsI. Executive Summary

II. Objectives

III. Social Media Platforms

IV. Why Incorporate Social Media

V. Target Audience

VI. Donor package

VII. Revenue and Donations

VIII. Venue

IX. Accessibility

X. Staff and Volunteers

XI. Sustainability

XII. Budget

XIII. Logistics

XIV. Event Program

XV. Evaluation

Executive SummaryThe Ira A. Fulton Schools of Engineering Career Center assists engineering students with full-time job placements, internships and career development. The Career Center also serves as an engineering contact for companies seeking to meet their engineering employment upon career and internship programs in the engineering academic departments and functions as a school-wide portal for contact by business and industry.

In addition, the Engineering Career Center is designed to be a student’s personal resource for career development. This includes, but not limited to:

Discovering how to create a distinguished résumé. Learning how to conduct in a professional manner during an interview

or a career fair. Customize a student’s education to become an asset in their field of

interest. Get necessary experience before graduation.

The Career Center also encourages students to begin the process early in their college career so that they have time to cultivate the knowledge and experience that industries look for in an applicant. The Career Center is here to benefit students and their future. We empower students to put this resource to use and build the career they want today.

One of the ways to connect with students and help them out on their career path is social media. Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. This form of media differs from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. Because of this, it is the quickest way to communicate to all audiences

The purpose of the social media plan is to effectively distribute information to all followers and to engage students on a platform that they are familiar with. Throughout this guide, there are a few outlined practices that will better not only outreach, but engagement, developing content, and building a massive

audience on any channel.

Objectives

When establishing the objectives for a social media, it is important to think about the message that is trying to be conveyed to the masses. As a result, understanding that you are now considered a brand can help identify what you stand for, how are you going to represent that and what type of personality the will it have.

Social media has made a huge impact on the way users interact with brands. Spending up to two hours a day on social networks, it’s no surprise that these are some of the most targeted sites by Internet users. Research suggests that the more people viewing your content increases the chance that it will be shared and seen by people outside your audience, which increases the chance they’ll share it with their followers, and so on. With this in mind, here are three major objectives to the Engineering Career Center’s social media

Objective 1: Create various social platforms that promote the values and mission of the engineering career center while establishing the foundation of an interactive online student community.

Objective 2: Finding helpful information, promoting excellent career opportunities and creating entertaining content that will motivate students to engage and want to use the services that the career center provides.

Objective 3: Increase viewers and followers, both students and businesses, to establish a renowned reputation, which will then raise

enrollment for the school of engineering and more revenue for Arizona State University.

Social Media Platforms

Facebook is a social media platform that allows users to connect with people all over the world. Its mission is to give people the power to share and make the world more open and connected. Individuals use Facebook to stay in contact with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Features

Term What It Means

Posting Publishing information, statuses, and picture on the user’s wall or on someone else’s.

Likes Letting people know that you “like” what they are posting.Wall Feed Location where all of the information of the user’s friends

and what they’re following is displayed.Group page A separate page that allows one or more profiles to gather

and share content. These groups can be secret or private.Like page A tool used to market different interest. It can range from

celebrity profiles to businesses. Totally separate from a user profile.

Event Pages Users create and invite other users to personal, local or huge events that are happening. These pages can be open to the public or can be set to invite only.

Tips and Tricks

Term What It Means

Posting Once or twice a day.Connections Friends, Family and different types of close networks.

Content Articles, statuses, hyperlinks and pictures.Engagement High Engagement.

Twitter is an online social networking and microblogging service that allows users to send and read short 140-character text messages, called "tweets". Instead of friends, Twitter has a “Follow” feature in which people can choose to follow other users. This social platform, along with most of the social platforms, can be accessed through the computer or through a phone.

Features

Term What It Means

Tweet Short posts that has a limit of 140 characters.Favorite Letting people know that you like what they are posting.ReTweet Repost or forward a message by another user.Lists A group of users. People create a list or are added to one;

Similar to a group page on Facebook.Mention Including a user or business profile in a tweet by using the

@ sign.Hashtags A word or phrase proceeded by a hash or pound sign #

and used to identify messages on a specific topic. That hashtag will then lead you to other tweets that have used that same one.

Tips and Tricks

Term What It Means

Posting Five to seven times a day.Connections Friends, businesses, other users.Content Articles, tweets, pictures, videos.

Engagement High to Extreme Engagement.

Pinterest is a social platform that people use as a visual discovery tool. Users can collect ideas for their different projects and interests. They create and share collections called “boards” that is filled with visual bookmarks called “Pins.” These interests very from planning trips, future projects, organizing events, save articles and recipes.

Features

Term What It Means

Boards A certain section where the user can create a theme and place different pins of that theme.

Like Letting people know that you like what they are posting.Re-pin Repost or forward a pin by another user.Pin A bookmark in a picture format that is then placed on

boards.

Tips and Tricks

Term What It Means

Posting No limit.Connections Friends, businesses, other users.Content Articles, hyperlinks, pictures, videos.Engagement Moderate Engagement.

Google Plus is a social networking platform for discovering and sharing digital content with friends, family and coworkers.

Features

Term What It Means

Posting Publishing information, statuses, and picture on the user’s wall or on someone else’s.

+1 Letting people know that you “like” what they are posting.Wall Feed Location where all of the information of the user’s friends

and what they’re following is displayed.Communities A separate page that allows one or more users to gather

and share content. These groups can be public or private.Circles This feature allows the user to place other users in

different categories (circles). Users can also Select those circles and display their content on their wall.

Event Pages Users create and invite other users to personal, local or huge events that are happening. These pages can be open to the public or can be set to invite only.

Google Hangout Allows one or more users to have online conversations via instant messaging or video.

Tips and Tricks

Term What It Means

Posting Once or twice a day.Connections Friends, family and different types of close networks.Content Articles, statuses and pictures.Engagement High Engagement.

Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services, such as Facebook, Twitter, Tumblr and Flickr.

Features

Term What It Means

Posting Publishing information, statuses, and picture on the user’s wall or on someone else’s.

Likes Letting people know that you “like” what they are posting.Home Page Location where all pictures of profiles that the user is

following are displayed.Filters Editing the user’s pictures by applying a “photo shop”

layer on the images.Hashtag A word or phrase proceeded by a hash or pound sign #

and used to identify messages on a specific topic. That hashtag will then lead you to other tweets that have used that same one.

Explore Allows the user look up different hashtags and featured pictures of other profiles.

Tips and Tricks

Term What It Means

Posting Once or twice a day.Connections Friends, Family and different types of close networks.Content Pictures.Engagement Moderate to High Engagement.

LinkedIn is the leading online professional directory of individuals and companies. Unlike other social media, this social platform is more business oriented and has an implicit professional culture. It allows the users to create a resume profile and lists all of the skills, education and work experience the user has.

Features

Term What It Means

Update Publishing information, statuses, and picture on the user’s wall or on someone else’s.

Likes Letting people know that you “like” what they are posting.Wall Feed Location where all of the information of the user’s friends

and what they’re following is displayed.Groups A separate page that allows one or more profiles to gather

and share content. These groups can be secret or private.Jobs Allows the user to search for jobs that match the interests

and experience of the user. LinkedIn also provides jobs that the user maybe qualified for.

Business Service LinkedIn lets non-profits and for-profit businesses post their jobs in order to find qualified people.

Tips and Tricks

Term What It Means

Posting Once or twice a day.Connections Friends, family and any form of professional connections.Content Content focused, mainly on what the user specializes in.Engagement Moderate to High Engagement.

Tumblr is a microblogging platform and social networking website. The service allows users to post multimedia and other content to a

short-form blog.

Features

Term What It Means

Content Publishing content via different categories: Text, photo quote, link, music and chat.

Favorite Letting people know that you “like” what they are posting.Dashboard Location where all of the information of the user’s friends

and what they’re following is displayed.Reblogging Repost or forward a message or content by another user.Tumblr Search Allows the user to search for specific content. Content can

usually be found based on the hashtags that are being used.

Tracked Tags Let’s the user keep a specific topic saved on their dashboard in order to continue viewing related content.

Tips and Tricks

Term What It Means

Posting No Limit.Connections Friends, family and any userContent Articles, statuses and pictures.Engagement Moderate to High Engagement.

Foursquare is an app that helps people keep up and meet up with friends and discover great places. The Foursquare app is for explorers who want to know about the best spots, and to share what they’ve found with others. By exploring places, users gain points and ranked among their peers

Features

Term What It Means

Check In Posting the location of the user.Favorite Letting people know that you “like” what they are posting.Wall Area where all of the check ins of user’s friend are

displayed.Badges Awards that users can receive for checking in at particular

locations or time.Mayorship Status that the user receives if they chick in frequently at a

certain location. They then receive more points if they have mayorship status.

Perks Discounts, free merchandise or services that business give out for checking in at a particular location.

Tips and Tricks

Term What It Means

Posting No Limit.Connections Friends and familyContent Locations.Engagement Little to moderate Engagement.

Why Incorporate Social MediaEven though Social Media is rapidly growing, there are still some businesses that either do not know how to effectively use social media platforms, or do not see the value in spending time and money on managing these networks. For the purpose of this proposal, here are some helpful insights as to why social media should be implemented in order to maintain and expand the mission and values of the Engineering Career Center.

Social Media Insights

As of April 2014, 1.28 billion people around the globe use Facebook alone.

128 million users are from the U.S. Highest age group: 18-29 Average number of hours spent: 6-7 hours Facebook has helped 75% of businesses

As of September 2013, 1 Billion people around the globe use Twitter alone.

200 million users are from the U.S. Highest age group: 18-29 Average number of hours spent: 21 minutes Twitter has helped 78% of businesses

• As of July 2013, 70 million people around the globe use Pinterest alone.• 14 million users are from the U.S.• Highest age group: 21 - 34• Average number of hours spent: 1-2 hours • 80% of women use Pinterest

• As of October 2013, 300 million people around the globe use Google+ alone.• 9 million users are from the U.S.• Highest age group: 21 - 34• Average number of hours spent: 3 minutes

• As of September 2013, 200 million people around the globe use Twitter alone.• 72 million users are from the U.S.• Highest age group: 18-29

• As of May 2014, 300 million people around the globe use Facebook alone.• 100 million users are from the U.S.• Highest age group: 18-29• Average number of hours spent: 17 minutes

Business Insights From the Harvard Business Review

Out of the 2,100 business that were surveyed, only 79% of them are using social media.

Out of that 79%, only 58% percent know how to effectively use social media.

The other 21% say that they have but don’t know how to utilize it or that they will get to it eventually.

Depending on businesses use of the social media, they categorized into three groups: Effective Users, Getting There, Ineffective Users

Effective Users

Feels that social media is a strong component to their marketing strategy.

Understands that social media is more tactic than strategy. Social media is integral to the overall goals of the business. Social media has been categorized as a high priority.

Getting There

They don’t have a good grasp of social media, but it’s expected to grow soon.

There is a learning curve to get through in order to use social media as part of the achieving their mission and values.

A growth of interest in using social media is happening with the organization.

A measure of impact needs to be taken into consideration in order to invest in social media.

Ineffective Users

It’s difficult to understand the value of social media within the organization.

Social Media is not relevant to the business. Social media is believed to be a passing fad.

Top Myths and Facts

1. Myth: My target audiences do not use social media.

Fact: More than 87% of students use some sort of social media platform. Additionally, it is suggested that these users have multiple social media profiles. Furthermore, the age group that mostly use social media are ages 18-24.

Fact: Several instructors have seen the value of social media that they actually hold online classes through Facebook rather than blackboard.

Fact: Arizona State University has countless social media accounts that range from Facebook, Twitter, Pinterest, Instagram, etc.

Fact: Many engineering companies are use social media in order to engage with customers, students and other demographics.

2. Myth: Social Media cannot measure my impact.

Fact: Because social media is rapidly growing and becoming an important way to communicate, many strategists have recommended different tools to measure impact. Several tools include: Hootsuite, Klout and Bottlenose. Other tools to measure impact can be found on ASU’s website: https://commguide.asu.edu/standards/social_media/analytics

3. Myth: Managing social media takes a lot of time and money.

Fact: Managing social media actually does take some time to manage because things can happen at any moment. As a result, many businesses have taken the imitative and developed its position or at least someone to maintain all platforms.

4. Myth: Social media is hard work.

Fact: Many people don’t realize it, but social media is a lot of work that needs to be put in. When talking about a brand or having a good image, it takes a lot of time to research, finding credible information and overall engaging with your followers. After all, the name of the game is content.