Presented by Paul Brown and I at the 2015 ACPA Convention in Tampa, FL.
Discover how you and your college or university can implement the use of social media for engagement and marketing.
Educators Selfie: Analysis and Suggestions for Institutional Social Media Implementation
1. Educator’s Selfie:
w/ Paul Brownand Ed Cabellon
Institutional Social Media
Implementation
Analysis and Suggestions for
2. Ed Cabellon
Assistant to the Vice President
Bridgewater State University
www.edcabellon.com
ed.cabellon@gmail.com
@edcabellon
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com
3. Goals for this session.
Participants will be able to:
1. Recall macro-level trends in social media adoption and
use by college students
2. Describe real-world examples of ways social media have
been effective or ineffective at engaging students and why.
3. Recognize shifts necessary in current
marketing/engagement practices for the effective use of
social media tools.
4. Utilize specific strategies learned from the presenters and
peers in their own practice and contexts.
12. 89%
of adults 18-29 years old use social media
67%
access it on mobile
98%
of adults ages 18-29 are on the internet
70
70
70
43%
60%
89%
65+
50-64
30-49
70
78% 18-29
social media use
by age
(Brenner, 2013; Brenner & Smith, 2013; Pew Internet Project, n.d.)
younger generations
are using the internet,
social media, and mobile
technologies at a high rate
15. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Age comparison
18-29 yo
65+ yo
Source: Pew Research Center Social Media Update 2104
16. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Household income comparison
Less than 30k/yr
More than 75k/yr
30k-
30k-
75k+
75k+
75k+
Source: Pew Research Center Social Media Update 2104
17. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Race comparison
White Hispanic
Black
Black
Black
Black
White
White
Source: Pew Research Center Social Media Update 2104
18. 0
25
50
75
100
Facebook Instragram Twitter Pintrest LinkedIn
Social Media Platform Adoption (2014)
Sex comparison
Men Women
Women
Women
Men
Women
Men
Source: Pew Research Center Social Media Update 2104
22. Outcomes
1. Develop relationships with your students
2. Develop community
3. Model appropriate online behavior
4. Customer service
5. Marketing and information sharing
6. Reading student culture/discourse
26. Outcomes1. Point out hurtful comments and
problematic behavior.
2. Describe the negative effects of hurtful
comments on target groups.
3. Modify their own behavior.
4. Create a more welcoming campus
climate.
5. Encourage student action.
32. integrated marketing
team managers
Kath Bukis
Print Shop Manager
Chloe Corsi
Manager
Catherine O’Malley
BSUlife.com Editor in Chief
Jessica Laudati
Design Team Manager
Emily Cohn
Video Team Manager
Laura Lawton
Social Media Manager
5 5 7
5 6 2
34. Outcomes
1. Provide proper infrastructure for
sustainability.
2. Determine social media’s role in overall
division/department communication
strategies.
3. Educate departments using one divisional
approach as a guide.
4. Utilize student staff to actualize strategy.
(Staff)
54. What’s your G.I.F.T.?
Modified from Gross, L. (2014). How to manage social media in higher education. http://lizgross.net/ebook/
Goal
Identity
Formality
Tone
65. Ed Cabellon
Assistant to the Vice President
Bridgewater State University
www.edcabellon.com
ed.cabellon@gmail.com
@edcabellon
Paul Gordon Brown
PhD Candidate at
Boston College
www.paulgordonbrown.com
paulgordonbrown@gmail.com
@paulgordonbrown.com
66. Educator’s Selfie:
w/ Paul Brownand Ed Cabellon
Institutional Social Media
Implementation
Analysis and Suggestions for
This takes vision, planning, and leadership. Something I know our higher education leaders are/should be undertaking….
Assessment around communication modalities
Decentralized vs Centralized models
Staffing? Students, pro staff, interns?
Establish a divisional guide/resource for helping departments to create/grow their platforms/channels
An educational resource….
How do you build in technology and communication into your student and professional job descriptions?
Have you shared these with faculty to find interns?
Example from BSU of how we manage our communications using integrated marketing….
Tools our students when meeting with departments around communication/marketing strategies
For support, financially and politically….
Funding and staffing models to manage social media communication