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Advanced Social Media Techniques Temeka Easter, Director of Social Media Sallie Mae Nina Wilson-Keenan, University of Missouri – Columbia

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Page 1: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Advanced Social Media Techniques

Temeka Easter, Director of Social Media

Sallie Mae

Nina Wilson-Keenan, University of Missouri – Columbia

Page 2: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Why is it Important?Meeting our students where they are most comfortable

and decreasing lines and phone calls

Enhanced reputation via social proof

Increased credibility and loyalty

Increased transparency and access

Increased awareness and financial literacy

Page 3: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Why Go Social?

2.31 billion people are active social media users ( up

10% from 2015)

1.97 billion people access social media on their

mobile device

Total # of hours users spend on social media each

day in the US: 1.7

Page 4: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Why Go Social?

www.smartinsights.com/social-media-

marketing/social-media-strategy/new-global-

social-media-research

Effective and efficient way to meet students where

they are

Page 5: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Why Go Social?

Q: So, why do only 30% of financial aid professionals

use social media to provide financial content?

A: Resources

Page 6: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Mizzou SFA’s Social Media Philosophy:

Student-run, service oriented, student & parent

focused social media

Consistency and voice

Know the users of your various platforms and

what they want

Timely updates that are on point with what is

happening in the world

Balance of fun and information

Page 7: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

How to Motivate your Student

Social Media Staff: Digital literacy is becoming a required skill and

employers want employees who are social media

savvy (Preston,2012; Greenhow &Gleason, 2012)

Recruit students who are interested in

communications/journalism and liberal arts

Create an environment with creativity and room

for growth and theme development

Page 8: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Platforms: Twitter.com/MizzouSFA

Page 9: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Twitter: TweetDeck:

Google Chrome App

Helps Manage/Schedule

tweets

Useful to review for

content before it is

posted

Track who is

responding to your

content

Keep up with key

words that relate to

your office

Page 10: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Twitter: Great for breaking

news and quick

updates

Create custom

hashtags/helps with weekly

feature planning and tone:#FreeMoneyFriday,

#FreeMizzouFun,

#MemeMonday, #TriviaTuesday

Page 11: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Twitter: How to handle (happy/angry/

snarky) questions and feedback: It’s OK to have fun, but respond responsibly

and keep it G-rated!

Always offer help if you can

Don’t feed trolls

Page 12: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Platforms: Facebook.com/Mizzou SFA

Page 13: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Facebook Main focus: Parents/Students and more

detailed bulletin-type information

Posts added no more than once a day

Infographics and visual content is important

Great place to share YouTube content

Page 14: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Platforms: Youtube.com/MizzouSFA

Page 15: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

YouTube

Main focus: Helpful hints on how

to navigate financial aid and

myZou (student online

dashboard)

Useful to house content that can

be embedded in other social

media platforms

Utilize apps like Wideo.co to

make creative videos with custom

images

Page 16: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Helpful Hints Remember your brand and the personality and tone of your

Social Media – All of our sites fit under the “MIZZOU SFA”

umbrella and have a cohesive feel across platforms

Utilize a content calendar for big themes, but make sure your

pages have a fluid feel and timely posts

Keep up with other social media accounts on your campus and

from professional organizations for related items that you can

retweet

Don't be afraid to have some fun and lighten up your pages

Page 17: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Q&A:What are your thoughts on social media and your FA

Office?

Nina Wilson-Keenan

Senior Financial Aid Advisor/

Peer Advisor Coordinator

University of Missouri

Student Financial Aid Office

11 Jesse Hall

Columbia, MO 65211-1600

[email protected]

(573) 882-7506

Page 18: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

References

Greenhow & Gleason (2012). Twitteracy: Tweeting as a New Literacy Practice. The Education Forum, 76, 464-478.

Kwak, H., C. Lee, H. Park, and S. Moon (2010). What is Twitter, a social network or a news media? Paper presented at the International World Wide Web conference, April 26-30, Raleigh, NC.

Lenhart, A. (2012). Digital Divides and bridges: Technology use among youth. Washington, DC: Pew Research Center. Retrieved from www.pewinternet.org

Preston (2012, February 29). If Twitter is a Work Necessity. New York Times. Retrieved from http://www.nytimes.com

Page 19: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Destination: Social MediaQ: What do these words have in common?

Page 20: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Destination: Social Media

Page 21: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

AgendaDefining The Destination

- Social media strategy

Creating A Road Map- Content creation

Navigating The Path- Measurement- Engagement

Avoiding Road Hazards- Social media policy- Crisis management

Page 22: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Agenda

• Defining The Destination

– Social media strategy

Page 23: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Defining The Destination: Social Media Strategy

• Why is your school on social media?

• What do you hope to accomplish?

• Who are the stakeholders?

• Where should you publish?

• What are your objectives to support your strategy?

Page 24: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

• Creating A Road Map

– Content creation

Agenda

Page 25: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 26: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 27: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Saves time

Seek input

60/40 rule

Page 28: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 29: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 30: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 31: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Creating A Road Map: Content Creation

Page 32: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Agenda

• Navigating The path

– Measurement

– Engagement

Page 33: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Measurement

Page 34: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Engagement

• Identify key supporters

• Organize key influencers in lists

• Follow and interact with key influencers

• Remember the 60/40 rule

• Find social media kits

Page 35: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Engagement

Page 36: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Engagement

Creating a Twitter Chat

• Select a date and topic • Identify guests and format (scripted/unscripted)• Promote the event• Best practices:

– Greet all guests– Retweet all questions– Retweet/favorite good answers– Conduct a recap using a Storify.com or other sources– Get experience by participating in other chats

Page 37: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Engagement

• #edchat

• #educhat

• #highered

• #insightchat

• #campuschat

• #chatcollege

• #collegecash

• #collegechat

Popular Twitter chats & hashtags

Page 38: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Navigating The Path: Engagement

Page 39: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Agenda• Avoiding Road Hazards

– Social media policy

– Crisis management

Page 40: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Avoid Roadblocks: Social Media Policy• Your social media policy serves

as your navigation system – Who is responsible for social

media?– What is the review process?– How is information archived?– Is there a standard response

time?– What are your active social media

sites?– How will you deal with any

personal information published on a platform?

Page 41: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Avoid Roadblocks: Crisis Management

• What happens when social media goes wrong?– Create communication crisis

plan in partnership with your legal department, public relations team and others

– Have a system to temporarily stop/halt social media posts

– Perform annual crisis drills

Page 42: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Avoid Roadblocks: Crisis Management

• Respond quickly and honestly

• Collaborate with legal, HR, public relations and others as defined by your policy

Page 43: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Discussion Topics• What advice do you have for schools just creating a

social media policy?

• Does your current social media policy address how students should use social media?

• What are some content ideas you have for other schools?

• What time-saving strategies do you use?

Page 44: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

QuestionsTemeka EasterDirector, Social MediaSallie [email protected](302) 451-0232Corporate: @SallieMaePersonal: @lovejoy1908

Page 45: Advanced Social Media Techniques - MemberClicks · 2.31 billion people are active social media users ( up 10% from 2015) 1.97 billion people access social media on their mobile device

Disclosure

The information contained in this presentation is not comprehensive, is subject to constant change, and therefore should serve only as general, background information for further investigation and study related to the subject matter and the specific factual circumstances being considered or evaluated. Nothing in this presentation constitutes or is designed to constitute legal advice. The mention of a particular product does not consistent an endorsement.


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