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Here are a few tips for organizing and optimizing the way you follow up online
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5 Ways To Improve Student Engagement on Social Media
Slide 1
5 Ways To Improve Student Engagement on Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 2
1) Why Social is So Essen2al 2) United We Stand – and Consistent We Brand! 3) Use a Social Management Tool 4) Prompt & Proac2ve Responses 5) Leverage Posi2ve Feedback 6) Acknowledge Nega2vity
Overview
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 3
§ What happens on your school’s social platforms is just as important as what unfolds on campus
§ 99 percent of universities now use some form of social media
§ upwards of 94 percent of students are using those channels to evaluate prospective schools
1. Why Social is So Essential
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 4
Higher Ed Social Media: Trending Ever-Upward
Source: UMass/Darmouth Research Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 5
§ In most colleges, more than one person responds to SM
messages: Ø Admissions Ø Recruitment Ø Student ambassadors Ø Faculty members § With so many voices in the chorus, your school brand may
well get lost in the discord § It’s important to present a united front and decide how your
team will respond to messages: tone, timeliness, depth, etc.
2. United We Stand – and Consistent We Brand!
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 6
§ With multiple social media responders, inconsistency leads
to moody messages § It’s no good providing generous feedback one day, and a scant one-liner the next § Or a quirky, sarcastic tone on some posts, while others remain staunchly academic § Erratic messaging creates a confusing character snap-shot of your school § Prospects are left confused – and are quick to move on to schools with consistent branding
Avoid “Moody” Messaging
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 7
§ To avoid moody messaging, duplicate responses, and
inconsistent information, colleges should implement a social media management system, such as:
Ø Hootsuite Ø Sendible Ø Hubspot Ø SproutSocial § From a single dashboard, your team can: Ø Schedule posts, monitor activity, track mentions Ø Be alerted when urgent response in needed Ø Track what team members are doing/saying
3. Use a Social Media Management Tool
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 8
Example Social Media Management Dashboard
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 9
§ Answering questions promptly on SM shows that your
college is:
Ø An active community member Ø Attentive to student needs Ø A reliable and useful informational source § Plus, an unanswered concern represents a lost opportunity
to generate new leads
§ When answering questions, go above and beyond by anticipating needs and providing extra support
4. Prompt & Proactive Responses
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 10
Proactive Social Media Response: Sheridan College
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 11
§ Thank-you’s and career updates deserve thoughtful
feedback on social media
§ Prompt responses support lead generation by highlighting your school’s:
Ø Job placement rates Ø Caring & supportive culture Ø Commitment to graduate success § Plus, these types of acknowledgments often spark “likes”
and continued conversation – boosting the value of your SM community
5. Leverage Positive Feedback
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 12
Ex: AAPS Leverages Alumni Success on Social Media
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 13
§ In their desire to boost lead generation, schools often seek
to remove negative messages from their SM platforms
§ But prospective students actually prefer seeing authentic exchanges online – rather than contrived, ‘squeaky clean’ images
§ Don’t ignore the naysayer: Provide apologies when needed, and resolve conflicts when possible
§ Going the extra mile to support a disgruntled student can actually improve your brand, proving your school can handle criticism with grace and respond to genuine grievances with care
6. Acknowledge Negativity
Source: Higher Educa2on Marke2ng – Responding To Students On Social Media
5 Ways To Improve Student Engagement on Social Media
Slide 14
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