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Social Media Analysis and Strategy

Project Donna Wilson

Thursday, January 27, 2011

Introduction

Rose State College is a two-year community college offering many

transfer programs and AAS degrees. They have recently entered the social

media arena with Facebook, Twitter, YouTube and Flikr. There are currently

5-6 Facebook pages from specific groups and 2 Twitter accounts. Each

program could benefit by implementing a social media plan. Recruitment is

very important to the college. A social media strategy could impact the college

providing students with interaction and immediate response to questions and

news. A blog of testimonials of successful students could add to the

community’s involvement with the different programs available and the job

opportunities for specific programs.

The Multimedia AAS degree program is one that I would like to see a

social media plan implemented. I will be presenting a proposal to the VP of

marketing and discussing the possibility of including a Facebook page on the

RSC site. Since the stats are showing an increase in the percentage of

individuals on Facebook, it would appear to be a good time to enter the social

media arena of online marketing.

Brief SWOT Analysis

Strengths

§ Marketing department currently entering the social media market

§ At least one Faculty/staff from every division interested in learning

§ Administrators are supportive and want to see it implemented

§ Community involvement is a possibility

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We are finding a greater interest among the college faculty in tools

for recruitment. The marketing Department is involved in creating

more influential web presence.

Weaknesses

§ Faculty/staff too busy to have timely responses

§ Follow through on training of faculty/staff

§ An educational institution vs. a business entity

§ A disconnection between PR and disciplines

Although there is an interest sometimes after the semester begins,

faculty have a difficult time following through with the good ideas

presented and discussed during in-service development.

Many times the marketing department has a difficult time staying in

tune with what is happening in individual programs across campus.

Opportunities

§ Creating/joining online presence on sites where the company

currently doesn’t exist, i.e. linkedIn

§ New target or niche markets that are untapped

§ Promotions, scholarships, offers that can be utilized through social

media platforms

§ Penetration into a new geographical market

§ Use students to maintain the plan

I could see opportunities in several areas cropping up as a result of

an effective social media plan. This could be a way of opening up a

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new geographical market across the country by broadcasting

through blogs and other social media tools.

Threats

§ Will factors such as the economy effect the plan

§ Competitor is going after the same space or same audience with

similar plan

§ Are staff and management adaptable and prepared to accept

change?

I believe that the increase in a social media presence by

competitors and the lack of enthusiasm for the increased workload

to be the threats.

Target Market

• Current students, faculty and staff

• Prospective students, faculty, staff

• Consist of those currently in industry

• Tinker Air Force Base personnel

• High school students

Online Goals

• What specifically does the Multimedia Program want to

accomplish

• To create a social media presence that would invite current

students to stay connected

• So that Alumni can stay connected

• Promote new classes as they are developed

• Opportunities concerning jobs in the area in that field

Facilitate the Social Media Efforts

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• Marketing Department

• Students each semester have capstone projects

• Part of the capstone project would be to create social media to

promote the program and interview those graduating

• Interview Alumni

• Interview businesses that have hired students in the Multimedia

degree program

Analysis of Existing Website/Social Media Efforts

§ Social Media does exist

§ Does not invite interaction and collaboration

§ No forums

§ Social Media icons are there – but not inviting

§ Tools not integrated

Strategy For Existing Website

§ Adding Blog for the Multimedia Program

§ Managed by Capstone class students

§ Implement Widgets and Badges for the program

§ Connect to businesses that are on Advisory Committees

Social Media Tools Strategy

§ Change the icons to Widgets and Badges

§ Add LinkedIn

§ Hootsuite

§ Create commercial videos for Youtube

§ Upload photos of students projects into Flikr

§ Delicious account

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§ Bookmarks to help Multimedia students

Analytics and Metrics

• Facebook

• Monitor the added Pages for conversation

• Blog

• Monitor and keep posts relevant for students

• Implement Widgets for stats on the Blog site

Use Google Analytics to monitor and give reports of those visiting

and those interacting with the site

Conclusion

§ Meet with the Marketing Department

§ Create interaction between students

§ Work towards changes to existing site

§ Permission to implement changes

§ Commitment by Faculty to help manage and train

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