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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