1. Making the Most of Social Media in the University Setting
PRESENTED BY JESSICA LEONARD

2. Who is your audience? Future Students Current Students
Admission deadlines, frequently asked questions, and campus visuals
Current Students
School closings, drop dates, emergency alerts, campus events, and announcements
Where did you live on campus? Tag yourself and comment below!
We’re kicking off a new giving campaign! Click below to learn more!
Former Students or Alumni
Fundraising efforts, reunions, campus events, announcements and nostalgic updates
Fans & Community Stakeholders
Ticket sales, events, emergency alerts, campus events, and fundraising campaigns

3. “Social media is not about posting, it’s about participating.”

4. Social Media in the Collegiate Setting
Recruit
Engage with prospective students, faculty, and stakeholders
Connect
Push interaction beyond the classroom
Educate
Share interesting research, trends and information with the community
Be Prepared
Build your network when you don’t need it so you’ll have it when you do
Sometimes it’s NOT about social media. Social is a bridge to an offline engagement.
Have Fun
Promote beyond athletics
Showcase
Share your milestones and achievements

5. Use Social Channels to be a Digital Concierge
Social Media Strategy
How can I segment them?
Who do I want to reach?
How can I tailor specific messages?
When and how should I reach them?
Use frequently asked questions to determine content
Use Social Channels to be a Digital Concierge

6. Content Find stories. Don’t create them. Ride the wave of accolades
Nostalgia/Anniversaries/Iconic
“National ________ Day”
The more unique the experience, the more social value it has.
Ride the wave
of accolades

7. Social Media Success FormulaBe
Helpful
Generous
Useful
Credible
Informative
Brief
Relevant
Entertaining
Practical
Fun
Actionable
Occasionally Funny
Timely

8. Editorial Calendars Build Annual Themes and Topics Calendar Create
*Smaller weekly, monthly, or quarterly editorial calendars within each medium
Create
Mix of evergreen and timely content
Curate
Repurpose student and community content
Extend the Story
Reshare content on different platforms
Surprise & Delight
Take followers behind the curtain

9. 20% Mobile First Strategy
One of every five minutes on a mobile phone in the United States is spent on Facebook or Instagram.
*Facebook's COO Sheryl Sandberg, April 2015 Earnings Report

10. Facebook Algorithm Changes
LESS BRANDS,
MORE FRAMILY:
MEDIA COMPANIES’ FACEBOOK REACH HAS FALLEN 42% THIS YEAR

11. Tip: Use Facebook Insights to guide content
Media Companies’ Facebook Reach Has Fallen 42% This Year

12. Facebook Features to Utilize
Add events to timeline to resurface content
Schedule shares
Invite to like page
Targeted reach
Change default link images
Captions for videos

13. Instagram Non-chronological Check those 3rd party apps!
Quality over quantity
Increased ad options
New look + algorithm rolled out to all users

14. Business Profiles + Analytics Coming Soon
Instagram
Business Profiles + Analytics Coming Soon
New algorithm

15. Instagram Tip: Find Geotagged photos

16. Twitter Watercooler Convo Breaking News ??? Let’s Chat
Less
Design
Every tweet is an opportunity for mention, a link and a hashtag - VISUALS
Let’s Chat
Broadcast the Facts
Video & Beyond
In its infancy, Twitter was all about conversations, hashtags, and groups. Conversations were formed around similar interests and trends
Twitter has evolved into a short-form broadcast platform where breaking news is shared first before traditional media can disseminate the information
With the growing popularity of livestreaming and the increase of video length to 2:20, video is a major driver for Twitter trends

17. Twitter Changes Replies Retweet & Quote Tweet yourself Goodbye, .@
When replying to a will no longer count toward the 140-character count. This will make having conversations on Twitter easier and more straightforward, no more penny-pinching your words to ensure they reach the whole group.
Retweet & Quote Tweet yourself
Retweet button enabled on your own Tweets, so you can easily Retweet or Quote Tweet yourself when you want to share a new reflection or feel like a really good one went unnoticed.
Goodbye,
New Tweets that begin with a username will reach all your followers. If you want a reply to be seen by all your followers, you will be able to Retweet it to signal that you intend for it to be viewed more broadly.
Media Attachments
When you add attachments like photos, GIFs, videos, polls, or Quote Tweets, that media will no longer count as characters within your Tweet. More room for words!

18. analytics.twitter.com & dashboard.twitter.com

19. Engage students through Snapchat Q&A and Geofilters
Provide Access to Live Events
Tell a Story
Snapchat has roughly 26 million users in the United States
77 percent of college students use Snapchat daily
Engage students through Snapchat Q&A and Geofilters
Take People Behind the Curtain

20. Snapchat Memories + Algorithm TBD

21. Owned vs. Rented Space

22. The Dirty Secret of Social Media
“ Almost everyone will miss almost everything you do on social media.”
– Sree Sreenivasan

23. “Do what you can, with what you have, where you are.”
-Theodore Roosevelt
I know you’re busy and this isn’t your full-time job. Pick one or two platforms and do them well. Schedule what you can BUT DON’T auto post between platforms! Quality over quantity.
The best camera is the one you have on you

24. Questions? jessical@uark.edu
THANK YOU!
Questions?