Creating A Social Media Presence
Enter, Establish, Engage, Evaluate
The University of Texas at
San Antonio
• Metropolitan Regional University – Tri-Campus
• Hispanic Serving Institution
• 58% of UTSA students come from
underrepresented groups. Many are 1st
generation college students.
• 70 Undergraduate, 68 Master’s & 24 Doctoral
degree programs
• 28,787 Students
Tomás Rivera Center
• Access College and Excel Programs
• Supplemental Instruction
• Tutoring Services
• Learning Assistance (Undergraduate &
Graduate)
Supplemental Instruction at UTSA
• Founded in 1996
• 34 Courses (294 Course Sections
Annually)
• 9,987 SI Students & 41,056 Contact
Hours (AY 2014-2015)
• 6 Full-time Staff
• 120-145 SI Leaders
WHY SOCIAL MEDIA?
• Free Resource
• Importance of marketing
• Where the target audience is located
ENTER
Establishing a Foundation:
Understand ‘how’ and ‘for what
purpose’ certain social media
channels are utilized
Common Social Media Outlets
Twitter: Send 140
character “tweets” to
followers; emphasis
on real time
(developing) events
Facebook: Write
posts & share links
with friends
Instagram: Edit & share
images/videos with
followers; mobile-based
ESTABLISH
Social Media Marketing Plan
• Midterms, Finals, 1st
Day of Class,
Sports, Holidays,
Campus Events, etc.
• Common themes or
messages program
wants to convey
• Planning for items
that will be needed
for ‘X’ post
Calendar
Messaging
Action Items - Tasks
ESTABLISH (cont)
Social Media Marketing Plan
Stock Photos
Having a wide range of photos to pull from will be needed
and useful
• Campus Events
• Training
• Scenic Areas
• On the Job
• Office
• Other Dept.
• Random
Account Set-up Tips
• Utilize a department email/profile to set up
social media accounts
• When setting up ‘usernames’ or ‘handles’ ,
attempt to find one that can be utilized for all or
most social media accounts
• Store passwords in a safe location: common
drive
• Facebook Page: Recommended to be created
from a Dept. Profile, not a student profile.
Social Media Person/Team
• Recommended: A Professional Staff & Student
Staff member
– Avoid conflicting messages
• Establish meeting
• Update professional staff weekly
– Feedback from staff
– Everyone aware of what’s promoted
ENGAGEIn the Know
In order to effectively engage your target populace
(students), these items are important to understand:
• NO FOLLOWERS = NO EXPOSURE
– Posting to yourself
– Important to understand how to use different media sites
– Engaging produces more followers, likes, shares, etc.
• Have constant student/s input on social media project
– Students are essential to have access target populace insight
• Trending, relevant
– Staff provides approval on postings (optional)
• Social Media keeps everyone ‘in the know’
How To Engage• Relevant Posting
• Frequent Posting
• Recruitment Tables
• Gimmicks
• Competitions
• Update Publications
• Students
• Marketing Tables
• Promoting other
Dept./Prog
• Orientation
• Public Speaking
Opportunities
EVALUATE
• Important component: helps improve
marketing reach
• Will look different for different
programs
• Evaluation tool used at UTSA
EVALUATE (cont)
EVALUATE (cont)
EVALUATE (cont)
EVALUATE (cont)
THANK YOU!