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Advanced Social Media Techniques
Temeka Easter, Director of Social Media
Sallie Mae
Nina Wilson-Keenan, University of Missouri – Columbia
Why is it Important?Meeting our students where they are most comfortable
and decreasing lines and phone calls
Enhanced reputation via social proof
Increased credibility and loyalty
Increased transparency and access
Increased awareness and financial literacy
Why Go Social?
2.31 billion people are active social media users ( up
10% from 2015)
1.97 billion people access social media on their
mobile device
Total # of hours users spend on social media each
day in the US: 1.7
Why Go Social?
www.smartinsights.com/social-media-
marketing/social-media-strategy/new-global-
social-media-research
Effective and efficient way to meet students where
they are
Why Go Social?
Q: So, why do only 30% of financial aid professionals
use social media to provide financial content?
A: Resources
Mizzou SFA’s Social Media Philosophy:
Student-run, service oriented, student & parent
focused social media
Consistency and voice
Know the users of your various platforms and
what they want
Timely updates that are on point with what is
happening in the world
Balance of fun and information
How to Motivate your Student
Social Media Staff: Digital literacy is becoming a required skill and
employers want employees who are social media
savvy (Preston,2012; Greenhow &Gleason, 2012)
Recruit students who are interested in
communications/journalism and liberal arts
Create an environment with creativity and room
for growth and theme development
Platforms: Twitter.com/MizzouSFA
Twitter: TweetDeck:
Google Chrome App
Helps Manage/Schedule
tweets
Useful to review for
content before it is
posted
Track who is
responding to your
content
Keep up with key
words that relate to
your office
Twitter: Great for breaking
news and quick
updates
Create custom
hashtags/helps with weekly
feature planning and tone:#FreeMoneyFriday,
#FreeMizzouFun,
#MemeMonday, #TriviaTuesday
Twitter: How to handle (happy/angry/
snarky) questions and feedback: It’s OK to have fun, but respond responsibly
and keep it G-rated!
Always offer help if you can
Don’t feed trolls
Platforms: Facebook.com/Mizzou SFA
Facebook Main focus: Parents/Students and more
detailed bulletin-type information
Posts added no more than once a day
Infographics and visual content is important
Great place to share YouTube content
Platforms: Youtube.com/MizzouSFA
YouTube
Main focus: Helpful hints on how
to navigate financial aid and
myZou (student online
dashboard)
Useful to house content that can
be embedded in other social
media platforms
Utilize apps like Wideo.co to
make creative videos with custom
images
Helpful Hints Remember your brand and the personality and tone of your
Social Media – All of our sites fit under the “MIZZOU SFA”
umbrella and have a cohesive feel across platforms
Utilize a content calendar for big themes, but make sure your
pages have a fluid feel and timely posts
Keep up with other social media accounts on your campus and
from professional organizations for related items that you can
retweet
Don't be afraid to have some fun and lighten up your pages
Q&A:What are your thoughts on social media and your FA
Office?
Nina Wilson-Keenan
Senior Financial Aid Advisor/
Peer Advisor Coordinator
University of Missouri
Student Financial Aid Office
11 Jesse Hall
Columbia, MO 65211-1600
(573) 882-7506
References
Greenhow & Gleason (2012). Twitteracy: Tweeting as a New Literacy Practice. The Education Forum, 76, 464-478.
Kwak, H., C. Lee, H. Park, and S. Moon (2010). What is Twitter, a social network or a news media? Paper presented at the International World Wide Web conference, April 26-30, Raleigh, NC.
Lenhart, A. (2012). Digital Divides and bridges: Technology use among youth. Washington, DC: Pew Research Center. Retrieved from www.pewinternet.org
Preston (2012, February 29). If Twitter is a Work Necessity. New York Times. Retrieved from http://www.nytimes.com
Destination: Social MediaQ: What do these words have in common?
Destination: Social Media
AgendaDefining The Destination
- Social media strategy
Creating A Road Map- Content creation
Navigating The Path- Measurement- Engagement
Avoiding Road Hazards- Social media policy- Crisis management
Agenda
• Defining The Destination
– Social media strategy
Defining The Destination: Social Media Strategy
• Why is your school on social media?
• What do you hope to accomplish?
• Who are the stakeholders?
• Where should you publish?
• What are your objectives to support your strategy?
• Creating A Road Map
– Content creation
Agenda
Creating A Road Map: Content Creation
Creating A Road Map: Content Creation
Creating A Road Map: Content Creation
Saves time
Seek input
60/40 rule
Creating A Road Map: Content Creation
Creating A Road Map: Content Creation
Creating A Road Map: Content Creation
Creating A Road Map: Content Creation
Agenda
• Navigating The path
– Measurement
– Engagement
Navigating The Path: Measurement
Navigating The Path: Engagement
• Identify key supporters
• Organize key influencers in lists
• Follow and interact with key influencers
• Remember the 60/40 rule
• Find social media kits
Navigating The Path: Engagement
Navigating The Path: Engagement
Creating a Twitter Chat
• Select a date and topic • Identify guests and format (scripted/unscripted)• Promote the event• Best practices:
– Greet all guests– Retweet all questions– Retweet/favorite good answers– Conduct a recap using a Storify.com or other sources– Get experience by participating in other chats
Navigating The Path: Engagement
• #edchat
• #educhat
• #highered
• #insightchat
• #campuschat
• #chatcollege
• #collegecash
• #collegechat
Popular Twitter chats & hashtags
Navigating The Path: Engagement
Agenda• Avoiding Road Hazards
– Social media policy
– Crisis management
Avoid Roadblocks: Social Media Policy• Your social media policy serves
as your navigation system – Who is responsible for social
media?– What is the review process?– How is information archived?– Is there a standard response
time?– What are your active social media
sites?– How will you deal with any
personal information published on a platform?
Avoid Roadblocks: Crisis Management
• What happens when social media goes wrong?– Create communication crisis
plan in partnership with your legal department, public relations team and others
– Have a system to temporarily stop/halt social media posts
– Perform annual crisis drills
Avoid Roadblocks: Crisis Management
• Respond quickly and honestly
• Collaborate with legal, HR, public relations and others as defined by your policy
Discussion Topics• What advice do you have for schools just creating a
social media policy?
• Does your current social media policy address how students should use social media?
• What are some content ideas you have for other schools?
• What time-saving strategies do you use?
QuestionsTemeka EasterDirector, Social MediaSallie [email protected](302) 451-0232Corporate: @SallieMaePersonal: @lovejoy1908
Disclosure
The information contained in this presentation is not comprehensive, is subject to constant change, and therefore should serve only as general, background information for further investigation and study related to the subject matter and the specific factual circumstances being considered or evaluated. Nothing in this presentation constitutes or is designed to constitute legal advice. The mention of a particular product does not consistent an endorsement.