1. How to promote your college using
social media
Prateek Chaudhuri

2. Agenda
• Introduction
• What is Social media
• Popular Social Media Platforms
• The story of evolution
• Social Media Scenario
• Benefits of social media in business
• Social Media in education
• Our objective
• Our purpose
• Whom are we targeting?
• Hygiene Factors
• Action plan
• How do “we” do?
• The never ending cycle

3. Introduction
• “The only thing worse than being talked about is not
being talked about”-Oscar Wilde
Social Media is not Media
Social Media is Social
• “You can’t just say it,you have to get the people to
say it to each other”-Ford Motors

4. What is Social Media?

5. Popular Social media platforms
Crowd Sourcing Blogs
Social
Content
Networking
Communities

6. Social Media: The story of Evolution

7. Social Media Scenario
• Number of Internet users has touched 2.10 billion
• Facebook currently has 901 million active users
• Number of e-mail accounts worldwide has crossed 3.20
billion*
• Wikipedia has more than 75,000 active contributors
• Number of active English language Blogs is about 450
million
• 77% of active internet users read Blogs
• 59% of bloggers have been blogging
for more than 2 years
*An user can have multiple e-mail accounts

8. Benefits of Social media in Business
• Reach : Anywhere ,Everywhere
• Cost : Virtually “0”, except Time and effort
• Feedback : Understanding the consumer needs
• Collaboration and connection
• Goodwill : Openness+ compassion=Honest
organization
Brand Lead Customer Retention
Awareness generation Acquisition and Loyalty

9. Social Media in Education
Primary benefits :
• Today’s youth spends most of their web-time in social
networking(once in every 6 mins. of the total time spent in web)
• The Web is the first stop for students looking for information on
career ,colleges etc
• Wisdom of the crowd weeds out phony claims from colleges
Secondary benefits :
• Live, up-to-the-minute notices of commencement programs,
homecoming events, class reunions through Twitter
• Podcasts, video blogs, student blogs and webcasts to share the
work of students, faculty, visiting scholars and alumni, leading to
recruitment opportunities
• Blogs and podcasts as pedagogical tools

10. Our Objectives
• Creating a social media promotional plan for a
college
• Assumptions:
It is a post graduate management college
We already have our own website
We already have our ready student base

11. Our Purpose
• Creating awareness about the Institute
• Generating interest , engagement and participation
• Promoting the Institute through enriched content
(articles, presentations etc.)
• Building trust ,credibility ,Relationships
• Conversion!!!

12. Whom are we targeting?
• Fresh graduates (Any Discipline)
• Students in the final year of graduation
• Graduates with work experience
• Teachers (Decision Influencers)

13. Hygiene Factors
• Apt content
• Quality of content
– Relevance
– Grammar/Form
• Authenticity of content
– Honesty
– Integrity

14. Action Plan

15. Plan of action
• Phase-1 : Internal Preparation!!
Creating platforms
Creating a dedicated team
Decide content,seggregate into sections
Decide posting schedules
Showcase Content
Ask students to take it viral!!

16. Plan of Action
• Phase-2: Unleash & Measure !!
“Reselling” the content: Re-engaging
Monitoring the traffic generated
Evaluating the content
• Phase-3 : Pace up & Evaluate
Gather Momentum
Evaluate results

18. How do “we” do ?
Phase-1 (1-3weeks)
• Platforms :
 Students Blog, Facebook Page, LinkedIn group
 Blog to be hosted on the main site of the institution
 Tabbed layout for easy navigation
• Team :
 I Chief editor, 2 assistant editors, Content Writers,2 for
each section.
 Content writers to “take ownership” of assigned
sections
 I faculty member to supervise the entire effort

19. How do “we” do? (contd.)
• Content:
 Crisp ,relevant, authentic, to the point.
 Must be “in line of interest” of our targets
 Subdivided into 2 sections :
I. News about the Institute : eg-Placement updates, Events etc
II.News and Information w.r.t. the “Bigger world” : Articles on
economic situation, politics, marketing strategies and trends
, sports, environment, upcoming technologies ,music, book
reviews, movie reviews ,travelogue etc.
 A tinge of “Fun” too: crosswords, sudoku, business quiz
 Showcase the “quality work” of students done as a part of
course curriculum e.g.: presentations, advertisements etc
 Final Mission : Make the viewers “Addicted”!!!

20. How do “we” do? (contd.)
• Posting Schedules : We needn’t be a “content” junkie
 First 3 months
 Post one article each, every week, for the content creators
 Promote each on Facebook and Pagalguy as an effort of
the individual. Sharing and promoting to be done by
individual
 Keep doing this till visitors to the blog start jumping
articles
 Reduce the number of articles posted in a staggered
manner
 Subsequent schedules to be decided based on
evaluation of outcomes from Phase2 and 3

21. How do “we” do? (contd.)
• Take it Viral :
 Posting the links of the blog posts in individual facebook
status, linkedin id,3rd party forums like “pagalguy” to generate
interest and to reach out
 Ensuring that every “reader” of the post is redirected to our
blog only
 Remember : A “Story” published by a student has more
chances of a hit than to one published by the institution itself.

22. How do “we” do? (contd.)
Phase-2: (Simultaneously & 3rd week onward)
 “Reselling” : Ensure healthy & engaging discussion through
regular comments
 Tone of the conversation should be humane, eager to listen,
open-minded towards any sort of feedback
 Empathetic Attitude is a must
 The team has to be active for 365 days,24X7. Intermittent
commenting and replying is a strict no-no
• Monitoring the traffic generated:
 Popular topics
 Popular authors
 Popular forms of content
 Major contributors
 Build database of possible targets

23. How do “we” do? (contd.)
• Evaluation
 Involvement(no. of persons taking part, frequency etc)
 True reach (likes and shares)
 Level of influence (comments)
 Other parameters (Google Analytics)
 Weekly meeting of the “ student team” to discuss
results and performance with the Faculty member
 Back to the drawing board if results are not
satisfactory

24. How do “we” do? (contd.)
Phase 3 (6-8th week onwards)
• Gathering momentum
 Ads on different mediums, banners and web-fettis
 Ads on conventional media-Preferably through promotional
articles in English magazines
• Evaluating the overall performance
 Increase in number of hits and visits
 Increase in time spent in the blog
 Whether they are browsing the other sections of the main
website
 Increase in number of leads generated thereafter
 Measure Conversion ratio

25. ‘The never ending cycle’
Build, create,
Manage
Measure
Learn
Social Optimize
Implement media Aggregate
strategy
Converse,
Listen, Engage

26. Thank You