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TL4:Use Social Media to Up Your Counseling and Recruitment Game

Ashley DobsonNACAC

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So…What does it mean to use social media?

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Today’s Agenda

I. ”GAP” Social Media Strategy

II. Basic tools for making that strategy work for you

III. Making your social media platforms stand out among the crowd

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Why should college admission counselors use social media?

• You want to engage with people where they are already spending their time,

not make them go searching for you.

• According to a December 2016 study by The Associated Press-NORC Center

for Public Affairs Research, 76% of American teens (ages 13-17) use

Instagram, 75% use Snapchat, 66% use Facebook, and 47% use Twitter.

• But it’s not just students on these platforms. Don’t forget that social media is

an important way to connect and network with your peers and colleagues.

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Do you use social media?

Why or why not?

If so,

• Which platforms?

• personally or professionally?

• How often?

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G.A.P. Social Media Strategy

There is one simple acronym you need to remember to create a

successful social media strategy – G.A.P.

G – Goal. Set a goal for your social media strategy.

A – Audience. Who is your audience and how can you

target your message to them?

P – Plan for engagement.

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Setting a Goal

• It’s important for your accounts to have a specific and relevant goal in mind.

• Setting attainable and measurable goals will also help you not get discouraged. Growth can sometimes come slowly, but celebrating mini-milestones shows that your strategy is working.

• Examples: Reach 1,000 Instagram followers by January 1. Have a post on Facebook shared more than 50 times. Participate in 5 higher ed Twitter chats by March 30.

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Who is your audience?

• Will you use your account to speak to

students? Parents? Your colleagues?

Maybe this answer is different for each

platform, but you need to know before

you post who your target audience is.

• You need to meet your target audience

where they are.

• How can you capture your audience in

your social following?

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Plan for Engagement

• The best way to meet your goals and to make sure you are reaching your target

audience is to plan ahead.

• Choose what kind of content works for best for your audience

• Need to decide how you and your organization will measure success and

engagement.

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Facebook Metrics

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Twitter Metrics

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Instagram Metrics

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What kinds of content should you post?

• Part of planning for engagement is

planning out your posts in advance. Or at

least, planning out the types of posts that

you want to see:

- links, deadlines, college visits, photos

from school events, video stories from

alumni

• Do not post the same thing on all

platforms on the same day.

• Trial and error. Have to find what works

best for your audience on each platform.

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Hashtags

• If you plan to create a hashtag, create ONE and stick with it.

• Feel free to use popular hashtags that already exist, just make sure that your

content is relevant to the topic at hand.

• Don’t #make #every #word a #hashtag!

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Visual Elements

• Visuals help your content stand out in a

crowded newsfeed

• Properly executed visuals help with

branding

• Facebook, Twitter prioritizes image-driven

posts

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Now that we’ve covered the basics, let’s try out some fun options that will help your social media accounts stand out

from the crowd!

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GIFs

• GIFs (Graphics Interchange

Format) are the language of the

internet

• They do have pitfalls. You must

be sure that the tone of your GIF

matches the tone of your

message.

• Make your own with the

Boomerang app.

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Snapchat

• Be casual. Posts need to fit Snapchat style.

• This is a new way to tell a story. Think of

ideas that fit well with the “blink and you

might miss it” mentality

• When telling a Snapchat Story, you have to

plan ahead.

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Instagram Stories

• Stories are a great way to make sure that your

account stays at the top of your followers’

Instagram feeds.

• Two ways to think of Instagram Stories –a

clickable video or a highlight reel

• Clickable video: Must be planned in advance.

Best for sharing important information in a new

way.

• Highlight reel: Best for sharing your day or more

photos than can fit in a traditional post.

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Video Content & Facebook Live - Why

• The Facebook algorithm loves video content, especially live video content

• Live videos mean live feedback from your audience

• Videos open up information to an audience who might ignore it otherwise.

• The possibilities for creativity are endless.

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Facebook Live - Basics

• Go Live when you have a strong connection. Works on 4G, but works best on Airplane mode with a WiFi signal

• Live broadcasts should last for 10 minutes or longer.

• Always respond to commenters live

• Facebook Live doesn’t require any equipment except a smartphone, but investing in a tripod and a mic can add to your broadcasts.

• Plan ahead if you can. Storyboard any action.

• Dive straight into the action. Long introductions aren’t necessary.

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Facebook Live – How to Use It

• Examples: Weekly conversation/Q&A with

your audience, interviews with experts or

alumni, tours of your college campus, what

makes your school special.

• Don’t be afraid to experiment. Find what

works for your audience.

• If possible, publicize your broadcast ahead of

time to make sure your audience is prepared.

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Contact Me

Ashley Dobson

adobson@nacacnet.org

@ashleyddobson

703-299-6820