This document discusses social media management tools for universities. It provides an overview of the University of Groningen's use of social media pages and tools like HootSuite and Facebook Insights to monitor engagement. It outlines common social media tasks like content creation, advertising, and outreach that may be assigned. The document also touches on best practices for different social media pages, types of posts that perform well, potential pitfalls to avoid, and having a social media policy. It analyzes the growth of a university's Facebook, Twitter, and Instagram presence. Finally, it discusses features of social media management tools that can help with listening, engaging, customer service, and analytics.

1. Becoming a Social Media Publisher:
A Comprehensive Review of Social Media
Management Tools
Jessica Winters, Marketing Coordinator, University of Groningen
Paul Hofmann, , Assistant VP for International Affairs, California State University-­‐Fresno
Michael Waxman-­‐Lenz, Co-­‐founder and CEO, Intead: International Education Advantage, LLC

2. Social networks @univgroningen
!2

3. Main Facebook Pages

4. How to monitor, manage & measure?
!
• Team or individual
!
• Tasks: who does what
!
• Use the right tools for you

5. Tasks: who does what?
Content
Advertising
Outreach

6. Groningen tools
Paid
✓ HootSuite Pro (also free version)
!
Free
✓ Pages smartphone app
✓ Facebook Insights
✓ SocialMention
✓ SocialBakers (also paid version)

7. International student page

8. Types of posts

10. Content main Page
• Pride
– University
– Students
– Local
•
•
•
•
College-­‐humor
Student-­‐related
Famous people
Niche: …

11. Best posts Prospective Page
•
•
•
•
Hype: Harlem Shake
Groningen city
Netherlands
Study abroad

17. Pitfalls
HootSuite
✓ Easy to post with wrong account
✓ Works with Facebook, not advisable though
!
Data overflow
✓ What does it all mean?
-­‐ set goals!

18. Social media policy
!
• guideline
• to protect:
– company/organization
– staff
– users

19. Content
• goals
• general rules of behavior
• general rules concerning work/personal
matters
• responsible staff members
• management, monitoring, metrics
• crisis protocol: chain of communication

22. Facebook

23. Facebook Posts

24. 31% growth over the past
year

26. Twitter

27. 111% growth over the past year

29. Instagram

30. What Social Media Management
Tools Can Do For You
Image: HootSuite

31. Listening
Tweetdeck Keyword Search
o
Hu
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bsp
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S oc
g
rin
o
nit

32. Engaging
HootSuite engagement features
Hubspot

33. Providing Customer Service
Hubspot Social Inbox

34. Additional Considerations
SEO
Analytics
Social Media
Management
Add-­‐on
Features
Content
Creation

35. Handout
• Social Media Management Tools
• Links to social media policies

37. whyeducationmatters.org
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