social media case study presentation

Social Media Use in Higher Education Recruitment Efforts

Jennifer DrakeENG 6303November 2011

Social Media is Like Ice CreamComes in all kinds of flavors with the opportunity to

• Humanize stories• Create loyalty• Earn future business

Social Media in Plain English

The Conversation Prism

Listening LearningSharing

Social Media Use by Generation

Social Media User Segments•Beginners (29.5%) - low levels of social media use•Social users (40%) - information exchanging (sharing pictures & videos) only•Informational users (29.8%)– Search for new contacts, university information, product reviews Stay in touch with contactsShare opinionsVote in polls

Percentage of segments that found given sources (very) useful

Social Media is Changes How Public Relations and Marketing Experts Communicate •Supplements traditional media•Influences peer-to-peer communication•Moving away from sender-receiver model•Uses receiver-to-sender model•Provides opportunities to change

perceptions •Begins conversation

Modernism or Post-Modernism?

How are colleges using Social Media?

Algonquin CollegeOttawa, Ontario, CanadaCase Study - Algonquin College

Emerson CollegeBoston MACase Study – Emerson College

Examples of social media use •Sharing Information

Highlight interesting articles•Showcasing student and faculty work

Videos, photos, sample writings•Broadcasting events

Live tweets and video •Connecting people

Gathering spot for people to communicate•Creating a dialogue

Response to Facebook posts, blog comments, tweets•Producing not just promoting

Publishing tool to connect directly with audiences

Best Practices for Universities•Develop a strategy and set goals

What content? How often? What audience?• Select platforms

Quality over quantity• Empower individual departments

Unique messages and distinct audiences• Establish guidelines

Ensure consistency and appropriateness • Develop a consistent voice

An extension of the school’s brand• Communicate across campus

Foster collaboration and communication with otherdepartments involved in social media

It’s Never Too Late to Engage in Social Media

104 year old explains the Internet

The social media conversation is happening regardless of an institution’s participation.