Presented at the 2016 College Board New England Regional Forum by Nicole Lentine of Champlain College and Ashley Gunn, Emmanuel Tejeda, and Amanda Waite of The University of Vermont.
2. Introductions
Amanda Waite
Web News Editor
Nicole Lentine
Senior Assistant Director of Admissions
Emmanuel Tejeda
Senior Assistant Director of Admissions
Ashley Gunn
Assistant Director of Admissions/Social Media Coordinator
3. Facebook
A place to connect with your existing network and revive dormant
connections
4. Twitter
The birthplace of the hashtag.
A place for finding connections beyond your network and joining a bigger
conversation
5. Instagram
A mix of the two: for those sharing their lives, it's the former; for those sharing
their photography, it's the latter.
6. But across all channels…
It’s a two-way conversation.
Be human.
Images drive the most engagement.
7. Facebook usage among key
demographics!
source: pewinternet.org – demographics of social media users
9. Twitter usage among key
demographics!
• Younger crowd
• Males have a higher presence
• 320M monthly users with 1B unique site visits with
embedded tweets
sources: pewinternet.org – demographics of social media users & twitter.com
11. Instagram usage among key
demographics!
• Younger crowd
• Females have a higher presence
sources: pewinternet.org – demographics of social media users & twitter.com
13. Vetting Emerging Platforms
Goals before tools
Ask yourself:
Is it adequate?
Is it sustainable?
Can we do it well?
Is it authentic?
How will we measure success?
14. Vetting Emerging Platforms
Consider your resources
Time
Technology
Cameras vs. phones
Software required to do it well
Support
Relationships on campus
16. 4 Components of SM Campaigns
1. A carefully developed plan
2. Clearly defined goals
3. Cross-Chanel Promotion
4. Thorough Analysis
http://marketingland.com/4-components-best-social-media-campaigns-140715
17. Champlain’s Social Media Evolution
Emergence of department accounts
Marketing team’s growth
Digital Marketing
Strategic Communications & External Affairs
PR
Digital Community Manager
External Relations and Communications
Future…?
20. Measuring your work
Step one: know your goals.
Step two: create a strategy to meet them.
Step three: identify the indicators that will tell
you if your strategy is effective.
Measure and benchmark them over time.
21. For example:
Goal: increase traffic to your website.
Strategy: create content that attracts an
audience, and share it in social spaces.
Indicator: pageviews on your site.
22. Or:
Goal: increase engagement with audience
Strategy: create dialogue on social media, ask
questions, like and comment on others’ posts.
Indicator: raw numbers of comments and likes or
engagement rate (comments + likes, + shares /
number of followers).
23. How to measure?
Facebook and Twitter share free (for now!) analytics numbers.
analytics.twitter.com
“Insights” tab on your Facebook page
27. Google Analytics
Use Google’s “URL Builder” tool to add tracking
information to your links.
This can help you connect the dots between your
own social media efforts and actions taken on your
website.