effective use of social media for college counselors

Effective Use of Social Media

Ashley HenniganAsst. Director of Social Media Strategy

Cornell University

Agenda• Why go social?• Building relationships• Platform overview• Consider timelines• Connecting with colleges• Resources & Questions

POLL

• How are you using social media?– For personal use– For counseling

• What platforms are you using? – Facebook– Twitter– Blogs– Google+– YouTube– Pinterest

Are you using social media?

WHY GO SOCIAL?Communication technology and admissions tradition

Counselors are teachers without a classroom.

Social media can be used as an extension of current communication practices.

• Face-to-face• Phone• E-mail• Print• Web

Which sites are students using?

• 89% use Facebook• 45% use Twitter• 30% use Tumblr• 28% use Instagram• 25% use Pinterest

Establish a professional online presence.

Should I have a separate Facebook profile for work?

No.

Using social media as an extension of current communication practices.

• Counseling meetings• College school visits• Parent questions• Scheduling • Announcements • Reminders • Correspondence

• Flyers • Newsletters • Forms• Contact information• Calendars• Resources

What does not belong in the social media space?

• Personal record information– Directory info. is OK

• Individual applicant follow-up

• Individual financial aid packages

RELATIONSHIPSSocial media for relationship building and educating

Opening up two-way communication. Social, mobile, & on-demand.

• Reach• Timing• Service• Advocacy

Don’t just broadcast information and deadlines! Encourage engagement.

• Photos from campus tours

• Helpful news articles

• Preview college school visits

• Use polls

PLATFORM OVERVIEWUse cases for social media

Social media platforms for current communication practices.

• Facebook – pages & groups– posts and messaging

• Goggle+ – Hangouts– Calendars– Forms– Documents

• Tumblr Blogs

Facebook groups for counseling. Your social media classroom.

• Name group• Select privacy– Skip inviting

members for now

• Add a group description

• Invite students via email

Facebook groups for counseling. Your social media classroom.

• Features– Email notifications– Messaging– Sharing– Polling– Files– Events

Facebook groups vs. Facebook pages

• Use pages for– Broadcast messaging– 500+

• Use groups for– Community building– Less than 500

Google+ Hangouts for meetings and college visits.

• Google+ account• Web camera• Internet connection• Up 9 participants on

camera. – Unlimited viewers

• YouTube On Air

Google Calendar for scheduling.

• Public calendars– Events & Deadlines

• Coordinate with colleges

• Integrates with Google+ Hangouts

• Notifications & RSVP• Daily agenda• Add to your website

Google Drive and Google Forms.

• Google Drive– Documents– Presentations– Spreadsheets– Forms– & More

• Google Forms– Surveys– Polls– Registrations

Blogging made simple with Tumblr.

• Tumblr account• Customizable• Social sharing– Text posts– Links– Photos & video

• 30% of students already use Tumblr

TIMELINESocial in the admissions cycle

A need for information is always present, but the kind of information needed changes over time.

• Pre-college search– Advocacy

• College search– Facts & figures

• Campus visits– Understanding fit

• Testing & Applications– Resources & Reminders

• Decisions– Realizing fit

• Post-graduation– Transition

CONNECTING WITH COLLEGESSocial media in higher ed

Colleges use social media to connect with prospective students.

• Facebook Pages• Twitter accounts• YouTube• Tumblr• Social Media

Ambassadors• Goggle+ Hangouts

Connect with colleges on Facebook.

• Facebook Pages– University– Admissions

• Accepted student groups

• Facebook apps

Connect with colleges on Twitter.

• College news• Admissions• Create lists• Join the

conversation– #EMchat– #FAchat– #Admissions– #HigherEd

Connecting with colleges of YouTube.

• Subscribe to channels

• Share • Create your own

channel and add favorites

Colleges are having fun on Tumblr too.

• Follow• Share

Social media ambassadors are incredible assets in the college search.

• Examples from RIT– YouTube channel– G+ Hangouts– Facebook page– #RITstudents– @RIT_Erin– @RIT_Tanner

RESOURCESCited in this presentation

Reports & Policy

Inigral, 2013 Social Admissions Report

Family Educational Rights & Privacy Act (FERPA)

Facebook

Privacy settingsFacebook groupsFacebook pages

Google

Google+ HangoutsGoogle Calendar

Google DriveYouTube

Tumblr

Get started

QUESTIONS?

ASHLEY HENNIGANashley.hennigan@cornell.edu

@ashleyhenn

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