Skills Lab:Social Media Management
&Marketing Marty Bennett
Institute of International EducationJames Goonan
Embry-Riddle UniversitySarah Heminger
Springfield College
Wireless access for this sessions
• Hhonors meeting wireless network– Username – cardozo627– Password – 2013
Plan for today
• Share our experiences• Get your feedback• Demo some useful tools• Identify some takeaways
Global Social Media Survey 2013
• Began late May• Tracking students per country • 91 nations responding so far• Assesses how, when, and on what devices
students use social media including US college & university sites
91% use social media
Global Social Media Survey Results
Global Social Media Survey Results
Global Social Media Survey Results
Global Social Media Survey Results
Global Social Media Survey:What the data shows
• Social media is key to student communications– Most have 2-3 accounts – 91% have Facebook
• Students look primarily online for US college info– Over 70% use social media to find info about institutions
• Greater majority interact directly with institutional social media– They want:
• to see aid available• Ask questions/get answers
• While PCs & laptops are still dominant way students access social media, mobile phones (increasingly smart phones) are used by nearly 50%
Global Social Media Survey:Take-Aways
• Know Where Your Students “Live” Online• Focus Your Attention Accordingly• Provide Opportunities to Interact• Engage in Conversations• Start Thinking Mobile• Time / Target Messages
ERAU Overview
• Target for International & Graduate Admissions is: Those that have influence over prospective students.
• HS Counselors, University Administrators & Faculty, Scholarship Administrators, EducationUSA Advisors, Alumni, Colleagues
ERAU Content & Sources
• Office of Public Relations & Marketing• ERAU Youtube Channel• Edu News (e.g., Inside HigherEd.com,
Chronicle, International News, etc.)• Live Events (Education Fairs, Conferences,
Meetings, Recruitment Travel), My Blog.
Major Posts
• LinkedIn (individuals, groups)• Twitter• Facebook (friends and groups)• Blog• EducationUSA.info
Springfield College &Study Western Massachusetts
Social Media in the Wild Wild West
Platforms
Springfield College Study Western Mass
Coming soon:
Content- where we get itSpringfield College
• MarCom staff members– On campus- events, campus pics,
stories, celebrations– Monitor news for stories mentioning
SC– Cross-promotion of FB posts
– Main page, departmental, class-specific. (70+ total)
– Posters on campus drive students to pages- join/contribute
• Class pages/QQ group– Student-driven content
• Weibo- pull from FB pages + international student content
Study Western Mass• Twitter lists (Hootsuite)
– Member schools, news, tourism info
• Members– Awards, news stories, pics, FB
posts
• SWM events– Counselor Tour, meetings,
conferences, travel
Marketing & Managing ContentSpringfield College• Facebook
– MarCom- FB Pages Manager– Departments control content of
own FB pages– Intl Center- page & group
• All main SC profiles- MarCom– little to no cross-posting
• Desktop /Mobile-Hootsuite, FB Pages Manager, all platforms + QQ, Weibo, WeChat
Study Western Mass• Hootsuite
– Twitter lists– Cross posting– Scheduled posting– Manage interactions
• Facebook Pages Manager– Promote posts, monitor
• Desktop & Mobile
Approvals
Springfield College- MarCom SWM- Marketing Coordinator• Know your institutional/organizational policy (if there is one)• With no official policy in place, we follow some basics:
– Restrictions? Get creative.– Stick with the core goals- if it doesn’t fit, don’t post it.
• Recruitment, Branding– Collaborate with colleagues– Be flexible and find balance- scheduled vs. spontaneous– What do you know about your audience?
EducationUSA Weekly Update
• Free to US reps with login access
• 500 stories in 2012
• 20,000+ clicks a month
Thinking Mobile?
• What content makes sense?
• Mobile site v. mobile app? Both?
Thank You!
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