SOCIAL MEDIA CAMPAIGN: PROPERTY MANAGAMENT AND REAL ESTATE CONCENTRATIONSTEP QUESTIONS TO ASK YOUR ANSWERSStep 1: Choose and Understand Your Social Media Platform

What social media platforms? Facebook and Instagram Why did you choose these social media

platforms?We chose both for how they can complement each other’s content and reach slightly different demographics within our target market. Also, the concentration already has a strong presence on Facebook through its student club, which could easily be extended through the CBPP main page or marketed on its own as a solid resource for opportunities in the industry and at CBPP for any student whose interests have already been successfully piqued. On Facebook it would only be a matter of including and creating content for students who are completely new to the concentration’s concept. Instagram would require the establishment of an entirely new account.

What are the primary demographics of the selected platforms? How does this demographic align with your CBPP initiative’s audience?

The primary demographic for both Facebook and Instagram are women ages 18-29. However, Instagram users are primarily urban with some college education, while Facebookers are primarily suburban with college degrees (Patterson, 2015, Facebook and Instagram infographics). Together, these platforms will cater to the slightly more matured audiences in our market (the current 20-24 year olds), and the incoming generations of college students (the 20-24 year olds of 2016 and beyond).

Step 2: Set Your Social Media Goals/Objectives

What is the desired outcome of your social media campaign?

1. Get students aware and informed about the career benefits and opportunities found through this concentration

2. Persuade them to expand their Management degrees into the Property Management and Real Estate Concentration

3. Get students to come to events held by the concentration and the student club

Why is your social media campaign’s success important to your initiative?

This degree is hardly part of the vernacular of what it means to get a business degree. People instead think “Economics” or “Accounting” or “Marketing”. To push Property Management and Real Estate into the vernacular of viable degree options means getting the name and the direct career/lifetime benefits in front of students when they are most concerned about their future livelihood, where they are most likely to see it. This campaign will move our concentration in this direction and towards growth and success.

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Step 3: Develop Your Content Strategy

What will your message be? We will highlight the unique opportunities and benefits available when students participate in this degree concentration. We can also integrate phrases like “Manage[ing] Alaska’s Future” or “Own It, Don’t be Owned By It” to create a message to unify our posts content and become more memorable to students who come in contact with our posts.

What visual components will you use to accompany your message?

Informative, easily-digestible images and infographics. These can be pictures from or about events, of students being showcased in the current Movers & Shakers campaign, or just thought-provoking graphics to create concentration interest. Infographics could be utilized to showcase the growth and career potential in this industry in Alaska. These images and graphics can be created in Canva.

What hashtags will accompany your message?

#[W]PMRE #CBPPThe first hashtag’s W is in brackets because both the options with and without the W are important. #PMRE will connect students to a hashtag already being used in the industry, while #WPMRE will connect them with content specific to our program. These hashtags will mainly be used on Instagram to accompany our campaign on that platform, as following trending topics via hashtags is more relevant there.

What is your “call to action”? (i.e., sign-up for e-mail list, click link for information, etc.)

Depending upon the post:1. Click link to CBPP main page for the concentration information and sign-up

information,2. Click to show you’re attending and event and/or sign up for email list if you

want to information about future events to be sent to your email. 3. Like/Comment/Respond to post content

Step 4: Deliver Your Message

When will you post content? How often will you post content?

Big picture: Most heavily at the beginning of each semester, perhaps every 5-7 days, and then throughout each semester as the need arises (new events, new statistics, new job opportunities, new campaign highlights, etc). Specifically: during peak hours for Facebook and Instagram usage (Neidlinger, 2015, Facebook and Instagram infographics).

How will you engage your audience? With helpful links to relevant information and opportunities, engaging language, informative graphics and pictures, and hashtags.

Given your goals and posting schedule, what resources are required to execute your social media campaign? (i.e., what is required of a person?)

Somebody, preferably from the Property Management and Real Estate Club, should be assigned the position of Social Media head if they are not already. While everybody should contribute to the content, the head individual will be in charge of the Facebook and Instagram accounts and ensure that the messages are consistent and tailored to each platform.

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Step 5: Track Your Success

What metrics will you use to measure success on your chosen platform?

Likes, Follows, Favorites, quantity of those who clicked “Going” or “Interested” on a Facebook event, additions to mailing list (concentration club already uses MailChimp), and additions of students to the program.

How often will you measure success? Why is it important for your client to receive

feedback about the success of the social media campaign?

Required: After any significant event (i.e. Real Connections board meeting), and at the beginning and the end of each semester. Optional: After any speak event or any post which asks for feedback Tracking how many people are responding to our post content will be a good indicator of where and how we might improve. If a certain type of posts garners a lot of feedback on a particular platform, it should be used more often. If certain types of posts are returning little feedback, it would be best to refocus efforts elsewhere. Also, noting which types of posts do better on their respective platforms can help streamline posting efforts.

How will your client measure the success of their “call to action”?

Because the concentration is still very small and new, any increase in any of our metrics is a good sign. Initially, we should focus on follows, likes, reposts, and responses. These will indicate the levels of traffic on our page, and can be found manually or using the analytics provided by the platforms. Once we feel confident in our growing traffic, look for increases to the mailing list and event attendees. These figures will show if our efforts have hooked students enough to gain their interest. Lastly, we should focus on additions to the major and perhaps enquire of those students if our social media campaigns made a difference in their major choice.

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ReferencesNeidlinger, Julie R. (August 2015). What 10 Studies Say About the Best Times to Post on Social Media. Retrieved from http://coschedule.com/blog/best-times-to-post-

on-social-media/

Patterson, Michael. (May 2015). Social Media Demographics to Inform a Better Segmentation Strategy. Retrieved from http://sproutsocial.com/insights/new-social-media-demographics/#facebook

Examples

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