You ve Got A Social Media Site Now What? Liz Gross Social Media Strategist, Great Lakes Presented at the WASFAA Conference April 14, 2014

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1 You ve Got A Social Media Site Now What? Liz Gross Social Media Strategist, Great Lakes Presented at the WASFAA Conference April 14, 2014

2 What We ll Cover Today 2 Content Types How to find it How to write it Finding Fans & Followers Account Management Tips Social Media Assessment Group Discussion

3 3 Content

4 WHAT DO I POST? 4

5 Finding and Writing Effective Content Remember, you don t have to write everything from scratch! Repurpose what you can from other sources Think about how the audience receives your social media content Short Conversational voice

6 Finding Content Potential third party sources Federal Student Aid (FSA) Scholarship announcements News outlets Other aid offices and servicers on social media Check out this Twitter list: Twitter.com/MyGreatLakesFAP/lists/financial-aidoffices

7 Finding Content Curation is key! Google Alerts RSS Readers Feedly Digg Microsoft Outlook

8 Content Forms

9 Content Forms

10 Content Forms

11 Content Forms

12 Content Forms

13 Content Forms Blog

14 Content Forms Status or Tweet

15 Content Forms Introduce a Link

16 Content Forms Introduce a Link

17 Content Forms Photos

18 Content Forms Videos

19 Research What is your audience looking for? How & when do they want to know about it?

20 Research

21 Headlines Make them want to click on it!

22 Effective Introductions Be exciting! (Yes, even when the topic is financial aid.)

23 Tone

24 Effective Content Short and to the Point Make your point quickly Use lists, bullets, numbers, and visuals Remove URLs or unrelated link descriptions Break up content over multiple posts

25 Avoid Jargon These words should probably not appear in social media: Return of Title IV Funds Satisfactory Academic Progress Aggregate Limits Loan Proration Pell Lifetime Eligibility Used But that doesn t mean you can t talk about them

26 Writing For Social Media

27 Writing For Social Media You want to say: The Office of Student Financial Services is required by federal statute to recalculate federal financial aid eligibility for students who withdraw, drop out, are dismissed, or take a leave of absence prior to completing 60 percent of the term. Recalculation is based on the percentage of earned aid using the Federal Return of Title IV funds formula.

28 Writing For Social Media You could say:

29 Writing For Social Media You could say:

30 Writing For Social Media You could say:

31 Writing For Social Media You want to say: Federal regulations require that all students who receive federal financial aid make Financial Aid Satisfactory Academic Progress (referred to as SAP) toward achieving a degree. For financial aid purposes, progress is measured by the student s cumulative grade point average, percentage of credit hours earned in relation to those attempted, and the length of the academic program. If a student does not meet SAP standards, all federal and state aid could be lost.

32 Writing For Social Media You want to say: Federal regulations require that when a student is enrolled in a program that is one academic year or more in length, but is in a remaining period of study that is shorter than a full academic year, the loan amount must be prorated.

33 33 Finding Fans and Followers

34 Find More Fans Create word-of-mouth Use student employees to spread the word on Facebook Link to your page whenever you can Use the Facebook short link on printed material FB.com/YourPageName Announce your Facebook presents at face-to-face presentations Connect all your online properties Connect with other campus social media administrators

35 35 Account Management Tips

36 36 Managing Multiple Accounts

37 37 Managing Multiple Accounts

38 38 Managing Multiple Accounts

39 Create an Editorial Calendar Valuable if you need to submit content for approval Keep track of hot topics & seasonal items Schedule Facebook & Twitter content in advance 39

40 Create an Editorial Calendar me if you d like a copy of our template (Word Doc): 40

41 Scheduling Posts - Facebook Click the clock in the bottom left to access scheduling options. 41

42 Scheduling Posts - Facebook Viewing scheduled (and prior) posts 42

43 Scheduling Posts - Facebook Tip: Treat scheduling like proof reading 43

44 Scheduling Posts - Facebook Editing scheduled status updates or links 44

45 Scheduling Posts - Twitter Use a tool like Hootsuite or Tweetdeck 45

46 Scheduling Posts - Twitter Editing scheduled tweets 46

47 47 Social Media Measurement

48 Why Social Media Assessment? Assessment allows you to: Tie your social media efforts to your goals Improve your social media tactics Evaluate your social media strategy Tell a story about your office s efforts and students response How? By measuring what matters!

49 Start With Your Goals Examples of social media-specific goals Reach 50% of the undergraduate class with financial aid information Engage students in conversation about financial literacy Increase attendance at exit counseling programs Increase readership of articles on the financial aid website

50 Poll What are your social mediaspecific goals?

51 Measure What Matters Reach The number of people who see your posts Why? If you re posting and no one is seeing it, why bother? How to measure Facebook Insights

52 Measurement Techniques Reach Facebook Insights (page level) Page level

53 Measurement Techniques Reach Facebook Insights (post level)

54 Measurement Techniques

55 Measurement Techniques Reach Facebook Insights (best post types)

56 Measurement Techniques Reach Facebook Insights (best post time)

57 How I Use It: Reach Refining Content Strategy Schedule posting based on when fans were online the previous week Tailor content types to those with the most reach Trend Goal is to increase reach over time

58 Measure What Matters Engagement Number of people who interacted with a post Facebook: like, comment, share, click Twitter: reply, retweet, favorite Why? If your goal is to engage in conversation, this metric is important How? Facebook Insights Twitter Analytics

59 Measurement Techniques Engagement

60 Measurement Techniques Facebook

61 How I Use It: True Engagement Refine Content Strategy Identify highly engaging content Examine topic, type, posting date/time Attempt to replicate

62 View Our Most Engaging Posts Check out our Top 10 Facebook Posts and what we learned from them: bit.ly/gltop10fbposts

63 63 Group Discussion

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