Twitter & LinkedIn a guide for higher education Lance Kissler Director of Marketing, Pacific

16 Nov 2010 via CASE District VIII | Lance Who am Facebook Pacific University Portland PRSA CASE District VIII Inland Northwest Health Service CHERSpokane Northwest MedStar St. Luke’s Rehabilitation Inst.

16 Nov 2010 via CASE District VIII | Lance What is social media? Creating and sharing in an online conversation with your constituents.

16 Nov 2010 via CASE District VIII | Lance What is social media? Social & Professional Networking Customer Service Networks Location/Check-In Services Video & Picture Sharing Wikis Comment & Reputation Crowdsourced Content Social Bookmarks Micromedia Blogging Events Music

16 Nov 2010 via CASE District VIII | Lance What is social media? Cost-effective strategy to reach just about everyone: alumni, donors, prospective students, current students, parents, faculty, staff, media and more. 175,000, ,000,000 80,000,000

16 Nov 2010 via CASE District VIII | Lance How to use it Personally Connect with family, friends & colleagues Share your photos, videos & stories Stay current on trends, news & interests Professionally Connect with internal & external audiences, media & the public Share your events, announcements, videos, photos, knowledge & stories Stay current on trends, news & your brand (PR)

16 Nov 2010 via CASE District VIII | Lance 10 Steps to Getting Started It’s not a formula. It’s organic. Have patience. Be creative. Now let’s get started…

16 Nov 2010 via CASE District VIII | Lance 1 | Create personal accounts first Don’t jump into the pool without getting your feet wet first: Create a Twitter account Create a LinkedIn profile Join LinkedIn groups Demo anyone?

16 Nov 2010 via CASE District VIII | Lance 2 | Follow & listen Don’t be that awkward person at the cocktail party: Follow local news sources Follow your favorite companies Check out the celebrities Demo anyone?

16 Nov 2010 via CASE District VIII | Lance 3 | Interact Be a rookie—it’s okay: Message your friends Upload videos & photos Ask questions reply/mention, direct message (dm), retweet (RT)

16 Nov 2010 via CASE District VIII | Lance 4 | Research Know the groundrules: Checkout Mashable.com (subscribe to their updates Investigate tools & services Find out where your audience is (go to them)

16 Nov 2010 via CASE District VIII | Lance 5 | Develop a strategy Establish a gameplan: Determine your objectives: Recruitment Fundraising Awareness Publicity Alumni engagement Integrate social media into your mix Create promotion strategies

16 Nov 2010 via CASE District VIII | Lance 6 | Create professional accounts Let’s get this party started: Implement a social media policy Commenting guidelines Employee policies Organizational policies Usage guidelines Setup your accounts

16 Nov 2010 via CASE District VIII | Lance Commenting Guidelines Comments and thoughts are encouraged. We ask that all conversation should be thoughtful, civil and appropriate for all audiences. Please follow these basic guidelines when posting a comment: Relevance Appropriate language Concise (comments may be edited for length and clarity) Identify yourself We reserve the right to review all comments and remove comments that violate any of the above conditions.

16 Nov 2010 via CASE District VIII | Lance 7 | Follow & listen Keep your competition as close as your friends: Follow your constituents Follow your competition Connect with B2B/media opportunities

16 Nov 2010 via CASE District VIII | Lance 8 | Be part of the conversation Social media isn’t about controlling the conversation, it’s about creating and sharing it: Position yourself as an expert Offer incentives or meaningful content Respond timely & truthfully

16 Nov 2010 via CASE District VIII | Lance 9 | Measure Twitter metrics: # of followers, listings, RTs mentions Replies/conversations, direct messages Clickthrough rates (shortened URLs) LinkedIn metrics: # of group members Discussions & comments

16 Nov 2010 via CASE District VIII | Lance 10 | Stay on the edge Don’t get left behind—social media changes constantly–stay current by: Reading up on trends (resource sheet) Visiting Mashable Attending presentations

16 Nov 2010 via CASE District VIII | Lance Twitter Tips & Tricks Add shortened URLs to your tweets so you can track clickthrough rates Take advantage of #FF (Follow Friday) Use hashtags to identify trends and topics Tweet live from events and include picture links Send updates that are timely and relevant (current issues, news, etc.)

16 Nov 2010 via CASE District VIII | Lance Twitter Tips & Tricks Remind your followers of important deadlines and events Monitor your brand & keywords through social media searches Don’t tweet too often—3 to 5 times per day of your own content Use 120 characters or less Drive users to your website (SEM/SEO)

16 Nov 2010 via CASE District VIII | Lance Twitter Tips & Tricks Be selective of who you follow Monitor new followers for spam accounts Utilize lists to track & promote groups Customize your background Use your bio real estate; include URL Acknowledge new followers Be authentic, approachable and have a personality

16 Nov 2010 via CASE District VIII | Lance LinkedIn Tips & Tricks Create groups for target audiences (general alumni, chapters, interns, etc.) Consider importing your Twitter feed into LinkedIn Utilize the event feature Encourage your students to sign up—and then train them how to use it Use it as a recruitment and background check tool

16 Nov 2010 via CASE District VIII | Lance LinkedIn Tips & Tricks Use announcements sparingly—can only send every 7 days Join interest groups Coordinate with your Career Center and Alumni offices

16 Nov 2010 via CASE District VIII | Lance Questions / Demos Using Twitter | setup, engaging, searching Using LinkedIn | setup, groups, RSS feeds Shortened URLs Hootsuite Thank you!

16 Nov 2010 via CASE District VIII | Lance Connect Lance someprtips.wordpress.com linkedin.com/in/lkissler