10:15-11:15a making social media work, laura jack, howard...
TRANSCRIPT
10:15-11:15a Making Social Media Work, Laura Jack, Howard Univ.
#HBCUgrow15
An HBCUgrow eventSM
April 2015
SOCIAL MEDIA & DIGITAL MEDIA HBCUgrow
Agenda
• Social Media @Howard University
• Developing a Social Media Plan
• Discussion
More than 68 percent of students use social media to narrow down their post-secondary options.
-Higher Ed Marketing
Social Media at Howard
• 10,000+ students
• 13 schools & colleges and hospital
• Most have no web or communications staff
• Challenges: Small team, few policies
• Current focus: website, consistent messaging, media relations, social media directory & policy, branding standards
Social Media “Team”
• Social Media Manager (tactical)
• Community Managers (first responders)
• Social Media Strategists (analytics)
• Editors (editorial calendar)
• Content Creators
• Content Producers (visuals/designers)
Create a Social Media Policy
• Rules and guidelines for community
• Centralized vs. decentralized?
• Outlines how to handle unofficial accounts, proper tone, etc.
http://www2.howard.edu/howardusocialmedia
Social Media Directory
Social Media Guidelines
https://www2.howard.edu/sites/default/files/Social_Media_Guideliness_8_17_15.pdf
• Purpose • Content, community, collaboration, conversation
• Strategic Planning • Purpose, content, audience, maintenance, evaluation
• Best Practices • Dos
• Listen, be authentic, consistent, responsive • Don’ts
• Share too much, criticize, spread rumors, falsify information
Determine Your Audience
Understand the various demographics, lifestyles, interests, geographic locations, etc.
• Prospective students
• Accepted students
• Current students
• Parents
• Alumni
• Faculty/Staff
• Donors
Understand Media Habits
Which platform will help you meet your objectives?
i.e. facebook vs. snapchat vs instagram
Define Objectives
Develop your rules of engagement – what’s your objective?
• Increase alumni donations • Increase applications • Attracting faculty/staff • Increase participation on campus • Raising awareness for new degrees, programs, etc.
Important that they are measurable
Other Digital Platforms
E-Newsletters
Blogs
Webinars
White Papers
Videos
Podcasts
#HBCUgrow15
An HBCUgrow eventSM
11:30-1:15p Dr. Tashni Dubroy, Shaw University, Lunch Keynote & Presidential Panel (Estey Hall Auditorium)