Facebook Me: Using Social Media to Promote College Retention. Catalina Hernandez Portia Newman Rodrigo Lopez
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1 Facebook Me: Using Social Media to Promote College Retention Catalina Hernandez Portia Newman Rodrigo Lopez
2 Today s Conversation About Us Strategies Content Examples Metrics Questions
3 Expected Outcomes Develop and implement strategies to use social media Measure and assess the effectiveness Learn strategies for using e-mentoring techniques
4 Illinois College Advising Corps (ICAC) Mission: to increase college attendance and completion rates among low-income, underserved, first-generation-college students In Partnership with the National College Advising Corps and the Illinois College Advising Corps
5 The Model ADVISER COACH STUDENT A STUDENT C STUDENT B STUDENT A STUDENT B STUDENT C STUDENT B STUDENT C STUDENT A
6 The Near Peer Solution Recent college graduates Two year commitment Shared similar challenges that their students are experiencing Focused on fostering a college-going culture (Adviser) Focused on nourishing year one college success (Coach) The near peer model has been remarkably successful because high school students are more likely to engage with young adults who look, think, and act as they do (Institute for Higher Education Policy, 2010)
7 Getting Started What is your program mission? What are your program goals? Who is your audience? What do you hope to accomplish utilizing social media? What is the best way to reach those goals with your audience(s)?
8 Social Media Strategies Developing Content Addressing service needs from students Effectively Utilizing Specific Social Media Tools
9 Using FB effectively Pointer: Use a mixed-methods approach Like pages that relate to your goals and audience Post at appropriate times for your audiences schedules Tag other pages to target & increase post impact Promote your Facebook through off-line avenues Use different types of posts to keep page dynamic Connect Facebook to other venues, (e.g., Twitter) Be creative
10 Like Us Campaign Description: Incoming freshman enrolled at a community college or public university were encouraged to Like us on Facebook and repost our page on their Facebook wall for the opportunity to win a $100 book store voucher. Goals: o Recruit student participants o Increase traffic to the Facebook page Promotion: July 16 to August 21, 2012 Results: 96 new likes Totaling 124 lifetime likes
11 Blogs Purpose: To provide tips that will make students successful in college (e.g. seeking on-campus support, finding employment, renewing the FAFSA) Goals: o o o Educate and encourage students to be their own advocate Provide consistent online advising Generate traffic to the Facebook Page Time: Weekly (every Monday) Results: o Topic popularity informs advising o Library of content is saved on Page for students to browse at anytime.
12 #freshmansolutions Purpose: To frame information positively through solutions, not problems Goals: o o Capture student attention Encourage informed decision making Time: Weekly (every Wednesday or Thursday) Results: o In average, 53 users organically view the posts, while 2X+ as many users virtually view the posts.
13 Live Chats Purpose: To communicate in real time with students Goals: o Chat with at least 1 student during each session o Develop the near-peer relationship o Answer questions Time: Weekly (1 night by each Coach) Results: o Because all chats occur during evening hours, Coaches often chat with multiple students. o Students who have had a face-to-face interaction with Coaches are more likely to utilize the Chat.
14 Metrics: Keeping Score Useful Tools for Social Media o Facebook Analytics o Google & YouTube Analytics o Aggregators: HootSuite, TweetDeck What to keep track of o Fans/Followers o Behavioral Impact (Shares, Likes, Interactions) How to improve o Learn from mistakes o Keep up-to-date on changes in your tools policies
15 Challenges Student Responsiveness Institutional Buy-In Campus Event Planning Family Advocate Network
16 Catalina Hernandez, Retention Coordinator (312) Portia Newman, Retention Coach (312) Rodrigo Lopez, Retention Coach (312)
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