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GSU Admissions:Social Media
Strategy
By: Hannah Fowler, Megan Hord, Jessica Woodside, Alphonso Crawford, Oswaldo Jahn, & Sue Ella Ramey
• Geographically diverse applicant pool using social media and SEO
• Pounce the Panther on social media platformso Facebook, Twitter, Instagram, LinkedIn,
and Youtube
• Partnerships with area businesses
Introduction
• Expand Georgia State’s identity o Making Pounce the mascot synonymous with
Georgia State• Non-intrusive, relatable method of connecting
with students• Targeted to daily student lifestyle• Atlanta activities near Georgia State
Pounce the Panther
Social Network Statistics
Source: Pew Research Study for Internet and American Life
Sentiment Analysis
Source: US News, Ryan Lytle.
• Multiple GSU-affiliated pages, overload of information
• Very few specifically tailored for upcoming freshman.
• #GSU17 one of two freshman-oriented pages: o unreliableo limited relevance o irrelevant contests
• GSU_Incept only other freshman page: o Student orientation
page has potential to attract upcoming freshman
o vague & awkward description
o “incept” uncommon term, not relatable to high school students
o not often linked to other GSU pages
• Hashtag war between Georgia Southern & Georgia State:
• Clarifications: o #GAstateo #georgiastateo #PantherPrideo #gsupanthers
#GSU
Popular for athletic & school spirit:#GSU#AllBlueAllin#PantherPride
#ATL#Atlanta#citylife
#georgiastate #PantherPride #gsuaccepted
• Instagram & Twitter reveal students’ desire to share acceptance letters, but are unsure of what to post
• Awkward angles & cropped screenshots in order to show both GSU logo and name of accepted student
• Solution:o Pounce featured on acceptance letters AND emails holding
sign saying, “Congratulations, (student name)!” easily shareable, adds personalization, enforces Panther
identity Include prompt to download Georgia State app and
information/links to social media outlets
Admissions
• Social Media levels the playing field• Youth Live Online, A Lot:
o Time Spent: 59% smartphones, 70% laptops• 53% of youth explore brands with Social Media• Over 900MM YouTube visits last week
Sources: Hitwise, Ad Age, Mashable
YouTube
YouTube - The Organic Search
YouTube - Current Admissions Channel
YouTube - Channel Inspiration Guide
• University of Chicago – Admissions channel
• Content: Current, Cool, Edgy, Young• Student-Driven• Short, Defining Videos
YouTube - Channel Blueprint
• One channel, interchangeable contento Admissions channel, ‘Pounce’ content
• Pounce drives traffic • Videos easily cross other platforms• Video Content:
o Twitter: Current Events, Admissions Adviceo Facebook: Vlogs, Admissions adviceo LinkedIn: Alumni, Faculty, Guest Speakers
YouTube - Pounce
• Create Pounce character page to facilitate communications with prospective students and their parents
• 50/50 content• Hootsuite used to facilitate sharing of content
across social media platforms
**Sources, Pew Research center, www.mashable.com
● Audience focused strategy
○ Parents & career-driven students● Showcases future career possibilities and employers
• “Professional Pounce”o interview and resume tips,
etc.
• Videos posted to LinkedIn pageo “Undecided” video series
Prominent alumni and recent graduates
Variety of majors featured
SEO
• Strategy to recruit more out-of-state and international students
o Improve results containing keyword “Atlanta”
• Interesting facts about Atlanta to attract international students:
o Metro Atlanta offers an exceptionally high quality of life at a comparatively low cost
o Atlanta is The Best City For New College Grads In 2013
o Atlanta ranks among the 10 Best Cities For Young Entrepreneurs
Source: http://www.metroatlantachamber.com
SEO & International
•Increase promotion of the app
•Push notifications to re-engage users
•A/B testing to evaluate effectiveness
•Create Social Media Hub, that includes all social media links in a single menu
Mobile App
• Pounce-focused business partnershipso lifestyle, potential career/internship, and tourism
• Lifestyle:o Photos of Pounce at establishments and tagging location
• Career:o Students remaining in Atlanta post-graduationo Alumni videos, business highlights
• Tourism:o Photos, links, and factoids about local attractions
Business Partnerships
Q&A
