take control of your social media efforts
TRANSCRIPT
TAKE CONTROL OF YOURSOCIAL MEDIA EFFORTS
Cheryl Mall, Director of Marketing Jonathan Lee, President
SOCIAL MEDIA IS EASY!RIGHT??
WHAT WE’LL COVER TODAY• Your website matters• Create a simple plan• What to share/who should share• Sponsored content• Measure results
WHY YOUR WEB SITE MATTERS
EDUCATION SEEKERS SPEND41% OF THEIR TIME ONLINE
ONLINEOTHER STUFF
• Better experience for prospects
• Better organic search results
• Increased leads
57% of B2B and 41% of B2C businesses,“SEO makes the biggest impact on leads.”
Source: iStockPhoto
• In/outbound links aid SEO • Social sites get indexed
Social Helps Protect Rank
CREATE YOUR PLAN
CREATE YOUR PLAN• Get buy-in from management• ID goals• Audit competitors• ID your unique story
WHERE DO YOU INVEST YOUR ENERGY?
94%
77%
42%
All but 7% of social-media campaigns used Facebook
WHAT TO POST
Story – chevy mistake
Source: Twitter
WHO SHOULD POST?
TIPS FOR INVOLVING STAFF/FACULTY• Encourage re-posting
• Encourage follow-up
• Discourage self-adulation
HOW TO SHARE
+ =70%
SOURCE: Inside Facebook
Sample ScheduleOnce a week – update plan 2-3 weeks out.
• Write drafts of posts• Create shortened links for each topic• Identify events you’d like to promote through paid tactics• Review analytics for each post as well as identify follower trends
Twice a Day • Post a comment, story or promotion• Check sites for comments made about or to you• Look for interesting posts by people or groups we follow to re-post• Post new or timely info if needed
Semi-weekly• Look for new features you can utilize• Clean up old posts that may be dated or irrelevant• Write and post to your blog site and share with followers• Post new galleries, videos, etc.
PAID CAMPAIGNS
Source: iStockPhoto
“We take AdWords with Google and with Yahoo and they have been effective too.” -Tom Dickson, CEO, Blendtec
Source: Blendtec
Ease of use
Ability to include both text and images
Targeting focuses $
You set the budget.
Clear, conciseand immediatereporting
b
Source: Facebook
HOW TO MEASURE OVERALL EFFORTS
RULES OF SOCIAL ENGAGEMENT• Determine your goals (SEO, leads, awareness)• Have a plan – don’t just do social media to do it• Fully commit to your plan• Remember your brand and keep your voice consistent• Convey sense of place and people• Always drive back to your web site (don’t let the social site own all of
your content )• Recognize the time commitment – it’s not free• Incorporate analytics• Be willing to adapt• Always proof your work
GET INSPIRED: TOP SCHOOLS TO WATCH• #1: Johns Hopkins University• #2: Harvard University• #3: University of Notre Dame• #4: Ohio State University• #5: Columbia University, New York• #6: University of Kentucky• #7: Stanford University• #8: Louisiana State University and Agricultural & Mechanical College• #9: United States Military Academy• #10: The University of Texas at Austin
SOURCE: studentadvisor.com
