+ Pin, Like, & Tweet: Find the Social Media Strategy Right for Your Office Ellen Hatfield, University of MN Duluth Minnesota Career Development Association April 26, 2013

+ Overview What is social media? Questions to answer before starting to use social media Different social media platforms to consider Tips & best practices

+ What is Social Media? What does “social media” mean to you? Social Media Revolution (from Socialnomics) 1whttp:// 1w Reactions to video?

+ What is Social Media? Definition: “virtual places where people share; everybody and anybody can share anything anywhere anytime” (Joosten, 2012) “Social media are a collection of Internet websites, services, and practices that support collaboration, community building, participation, and sharing.” (Junco, Heiberger, & Loken, 2011 in Joosten, 2012) Social media is conversation, community, customer service, listening, contest/promotions, and information User-centered and encourages interaction & collaboration

+ Types of Social Media Social Networking – Facebook, LinkedIn Blogging & Microblogging – WordPress, Twitter Video & Photo Sharing – YouTube, Instagram Social Bookmarking – Pinterest Other – FourSquare, StumbleUpon, and many more

+ In-presentation Definitions Social Media – all platforms that can be identified as social networking, microblogging, video sharing, and social bookmarking Platform – individual social media

+ Social Media in Higher Education Create important & meaningful ways for students to connect with faculty & staff Make education & social resources of the institution more accessible to students Supplement more traditional ways of communicating information to students ( , website, posters, presentations) Enable students to become more engaged & connected to their educational experience

+ Why is a strategy important? An implementation is never effective unless users know WHY they are using technology. (Joosten, 2012) How does it fit with the mission of your office, division, and/or university? Help justify human and financial resources invested To show how you can better connect with and serve your “customer.”

+ Strategy Questions to Answer What is your goal/purpose/intended outcome? What is already happening on your campus or in related offices? Who is your intended audience and what platforms are they using already? Is there someone, or group of people, who can dedicate time learning the platform and using it on a daily basis? What are you already doing and are you doing it well? How will you assess if you’ve achieved your goal(s)?

+ What is your goal/purpose/intended outcome? Why do you want to use social media? Students come first, not the platform Have the office (and/or decision makers) on board – share research or other tangible evidence Learn about the platforms and the impact each could have

+ What is already happening on your campus or in related offices? Existing social media policy Connect with others doing social media If there are certain platforms that are successful & fit with your goals, make sure you have a presence.

+ Who is your intended audience and what platforms are they using already? Intended audience examples: students/clients, employers, community What platforms are they using? Start with these platforms. Social media allows us to connect with students, staff, faculty, and other audiences in new & engaging ways Takes time to build and engage with audience

+ Is there someone, or group of people, who can dedicate time learning the platform and using it on a daily basis? Who will do it? Is it an extra duty on top of everything they are already doing or is it being swapped out with something else? Are students who work for you delivering the information? If so, make sure to train them! How often? Each platform requires different timing and potentially different content (or the same content being presented in different ways) May need to post weekly, daily, or multiple times a day

+ What are you already doing and are you doing it well? Do current methods fit with your goal? Best to improve before adding more Ideas of how to assess current methods Survey your audience – What do they want? Evaluate statistics such as followers, likes, clicks, or repins How active are you? What type of information is being shared? Are you interactive with audience? If so, how?

+ How will you assess if you’ve achieved your goal(s)? What do you want to know? What metrics are supplied by the platforms in use? Do they provide the information you’re wanting to know? If not, seek out other methods of assessment. Your definition of success/goal achievement will be unique to your office/institution. Review, tweak, implement, repeat

+ Platform Example - Facebook

+ Platform Example - LinkedIn

+ Platform Example - Twitter

+ Platform Examples - Pinterest Other boards include: Words of Inspiration, Career/Internship Tips, Books Worth Reading, Internship programs, Dress for Success-Women, Dress for Success-Men, Infographics

+ Platform Example - Blog

+ Platform Example - YouTube

+ Tips & Best Practices Measure success in interactions and engagement Quality over quantity Use your chosen platforms. Everyday. Connect with other offices on campus to cross-promote and to learn from Also connect with like offices on different campuses Designate a person (or team of people) to be responsible for the social media strategy Include students when possible

+ Resources Dalton, J.C., & Crosby, P.C. (2013). Digital identity: How social media are influencing student learning and development in college. Journal of College & Character, 14, 1-4. doi: /jcc Joosten, T. (2012). Social media for educators: Strategies and best practices. San Francisco, CA: Jossey-Bass Joosten, T., Pasquini, L., & Harness, L. (2013). Guiding social media at our institutions. Planning for Higher Education, 41,(2), Retrieved from media-at-our-institutions-article/ media-at-our-institutions-article/ Kruger, K. (2013). The new normal: Social networking and student affairs. Journal of College & Character, 14, doi: /jcc Paperclip Communications (2011). Student affairs strategic communications [video webcast] Stoller, E. (2013). Our shared future: Social media, leadership, vulnerability, and digital identity. Journal of College & Character, 14, doi: /jcc

+ Any Questions?