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MASFAA 2013
October 6th – 9th, 2013
Indianapolis, Indiana
You’ve Got A Social Media Site…Now What?
Jayme Jarrett, Ohio Northern UniversityLiz Gross, Great Lakes Educational Loan Services
2
What We’ll Cover Today
Content Types How to find it How to write it
Finding Fans & FollowersAccount Management TipsSocial Media AssessmentGroup Discussion
3
Content
WHAT DOI POST?
4
Finding and Writing Effective Content
Remember, you don’t have to write everything from scratch!Repurpose what you can from other sourcesThink about how the audience receives your social media content Short Conversational voice
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-aid-offices
Finding Content
Curation is key! Google Alerts RSS Readers
• Feedly• Digg• Microsoft Outlook
Content Forms
Blog
Content Forms
Facebook Posts - Status
Content Forms
Facebook Posts – Introduce a Link
Content Forms
Facebook Posts – Photo Captions
Content Forms
Videos
Content Forms
Tweets
Research
What is your audience looking for?
When do they want to know about it?
Headlines
Make them want to click on it!
Effective Introductions
Be exciting!(Yes, even when the topic is financial
aid.)
Tone
Be A Resource
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
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…
Writing For Social Media
Let’s practice!
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.
Writing For Social Media
You could say:
Writing For Social Media
You could say:
Writing For Social Media
You could say:
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.
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.
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Finding Fans and Followers
Find More Fans
Build the momentumCreate 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
Connect all your online properties
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Account Management Tips
31
Managing Multiple Accounts
32
Managing Multiple Accounts
33
Managing Multiple Accounts
34
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
35
Scheduling Posts - Facebook
Click the clock in the bottom left to access scheduling options.
36
Scheduling Posts - Facebook
Viewing scheduled (and prior) posts
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Scheduling Posts - Facebook
Tip: Treat scheduling like proof reading
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Scheduling Posts - Facebook
Editing scheduled status updates or links
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Scheduling Posts - Facebook
Editing scheduled images
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Scheduling Posts - Twitter
Must use a tool like Hootsuite or Tweetdeck
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Scheduling Posts - Twitter
Editing scheduled tweets
42
Social Media Measurement
Why Social Media Assessment?
Assessment allows you to:Tie your social media efforts to your goalsImprove your social media tacticsEvaluate your social media strategyTell a story about your office’s efforts and students’ response
How? By measuring what matters!
Start With Your Goals
Examples of social media-specific goalsReach 50% of the undergraduate class
with financial aid informationEngage students in conversation about
financial literacyIncrease attendance at exit
counseling programsIncrease readership of articles on
the financial aid website
Poll
What are your social media-specific goals?
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
Measurement Techniques
Reach – Facebook Insights (page level)Page level
Measurement Techniques
Reach – Facebook Insights (post level)
Measurement Techniques
Reach – Facebook Insights (best post types)
Measurement Techniques
Reach – Facebook Insights (best post time)
How I Use It: Reach
Refining Content StrategySchedule posting based on when fans
were online the previous weekTailor content types to those with the
most reach
TrendGoal is to increase reach over time
Measure What Matters
EngagementNumber of people who interacted with a postFacebook: like, comment, share, clickTwitter: reply, retweet, favorite
Why? If your goal is to engage in conversation,
this metric is important
How?Facebook InsightsTwitter Analytics
Measurement Techniques
Engagement
Simple Engagement True Engagement
Measurement Techniques
Simple engagement - Facebook
Measurement Techniques
Simple engagement – TwitterReplies + Retweets + Faves =
Interactions
Measurement Techniques
True Engagement – Facebook
How I Use It: True Engagement
Refine Content Strategy
Identify highly engaging content• Examine topic, type, posting date/time
Attempt to replicate
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Group Discussion