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SocialMediaPlanCommunications&ExternalAffairsOfficeRevisedFebruary22,2018

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TABLEOFCONTENTS

Introduction 3SocialMediaObjectives 4 SocialMediaPlatformsandDemographics 5SocialMediaPlatforms 7Facebook 8Twitter 12Instagram 16YouTube 19WordpressBlog 22Pinterest 23Flickr 26

Flickr 27Google+ 31Linkedin 32

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INTRODUCTION

WhatisSocialMedia?SocialMediaisatermusedtodescribehowpeoplesociallygatherandinteractwithoneanotheronamedia-typeplatform.SocialMediadoesnotpertaintoaspecificplatform(i.e.:Facebook,Twitter,etc.),butthenon-physicalsocialinteractiononeexperiences.However,forthepurposesofthisdocument,“SocialMedia”willbeusedtorefertotheplatformthatoneusestovirtuallyinteractwithpeople.SocialMediaCrashCourseThefirstreportedSocialMediasitewasGeoCitiesthatstartedintheearly1990’s.Facebooklaunchedin2004.Twitterdebutedtwoyearslater.Businesses,however,didnotrecognizethepotentialimpactthatSocialMediacouldhaveontheirbusinessplansandpublicrelations(PR)untilFacebookandTwittergainedpopularity.

HowdoesSocialMediarelatetoUniversitiesandColleges?SocialMediaisgainingpopularityeverydayanditwillnotbelosingsteamanytimesoon.ThereisnodenyingorignoringSocialMedia,especiallywhenusedasateachingtool.USATodayjournalistJonathanDamewritesaboutitsincreasingpopularityandeffectivenessofusingSocialMediaasateachingtoolintoday’sclassroom.A2013surveyconductedbyPearsonLearningSolutionsandtheBabsonSurveyResearchGroup,surveyedover8,000teachinginstitutesandfoundthat41%ofcollegeprofessorsuseSocialMediaasateachingtool,upfromaround34%in2012.Intoday’seconomiclandscapeitisimperativethatHonoluluCommunityCollege(HonCC)workstoattractandretainstudentsinorderforustomeetourstrategicoutcomes.HonCCʻsuseofSocialMediaisamulti-purposetoolthatteaches,providescustomerservice,andisapublicrelationsandmarketingoutlet.

SocialMediaPolicyHCC#2.211In2011aSocialMediapolicywascreatedinalignmentwiththeUniversityofHawaiiCommunityCollege(UHCC)System’sSocialMediapolicytoensurethatallSocialMediainteractionsonbehalfofHonCCrepresenttheCollege’sbestinterests,andtoassistCollegeemployeesinimplementingeffectiveonlinecommunications.Anyprogram,orunit,withintheCollegewhowishestohaveaSocialMediapresenceareaskedtoreviewthepolicyandfillouttheCommunicationsandDesignRequestForm

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SOCIALMEDIAOBJECTIVES

PurposeHonCCusesSocialMediaasameanstocommunicatespecificmessagestotargetaudiences,aswellasreconnectwithalumni,engagethecommunity,andrecruitperspectivestudents.Thisisdonebyprovidingstudentswithup-to-dateinformationonupcomingevents,deadlinesandclassofferings,whileinteractingwithpotentialstudentsbyansweringquestionsandaddressingcomplaints.TheCollegeinteractswiththecommunitybylikingand/or“retweeting”poststhatneighboringbusinesses/programsshareontheirpage.Duetotheever-changingnatureofsocialmedia,theHonCCstaysactiveinwatchingfortrends,bestpracticesandemergingideas.TheCollegeusesthefollowingSocialMediaObjectivestomeetthesegoals:

Objectives• IncreasetheCollege’sengagementwithhighschoolstudents

• Initiatecommunityengagement

• Providetimelyinformationtoouraudience(students,alumni,facultyand

staff,community)

• Publicizeourprograms,classes,servicesandeventstoallconstituents

• Buildourbrandasaleaderinliberalartsandcareerandtechnicaleducation

fortheStateofHawai‘i

ParameterstoMeasureSuccess

• Participation–trackingengagementwithHonCC’scontent

• Influence–trackingthesizeoftheuserbasesubscribedtovariousplatforms

• WebTraffic–theamountofuniquevisitorpageviewsreferredtoThe

College’swebsite

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SOCIALMEDIAPLATFORMSANDDEMOGRAPHICS(Additionalstatisticshttp://www.pewinternet.org/fact-sheet/social-media/)HonCCisinitssixthyearofactivelyusingSocialMedia(SM)andhasdiscoveredthatageisthemostconsistentvariableanddeterminingfactorwhenitcomestoSMpreferencesoneachplatform.Otherfactorslikerace,ethnicity,socialclass,andeducationalbackgroundaresecondaryfactorswhendeterminingwhattypeofSMplatformsshouldbeactivelypursued.

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TheaboveinfographicisthePewResearchCenter’sSocialMediaUpdatefor2016.Facebookremainsthemostpopularsocialmediaplatform,withalmost70%ofUSadultsusingit.ThefollowingtwochartsarefromtheMaturationofMobileandSocial:The2017SocialAdmissionsReportfromChegg,asocialmediabasedcompanythatworkswithhighereducationinstitutions.ThereportshowsthatInstagramismostusedplatformusedmultipletimesadaytoconductcollegeresearch.

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SOCIALMEDIAPLATFORMSHonoluluCommunityCollegeparticipatesinthefollowingsocialmediaplatforms:

• Facebook–HonoluluCC

• Twitter–HonoluluCC

• Instagram-HonoluluCC

• YouTube–HonoluluCC874

• Blog(Wordpress)–TheWaterCooler:honoluluccblog.com

• Pinterest-HonoluluCC

• Flickr–HonoluluCC

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FACEBOOK–HonoluluCCTargetAudience(s):Students,Faculty,Staff,Alumni,Parents,andGeneralPublic.Facebookisanonlinesocialnetworkingservicethatallowsuserstoshareamultitudeofcontent(i.e.,comments,pictures/videos,linkstostories/articles,etc.)withasingleperson,selectedgroupoffriends/family,orwiththegeneralpublic.FacebookwaslaunchedonFebruary4,2004atHarvardUniversitybyMarkZuckerbergandEdwardSaverinasaschool-basedsocialnetwork.BothZuckerbergandSaverinwerestudentsatthetimeofFacebookʻsrelease.

Facebookisapublicdomain.Thismeansthatuserscannotcontrolwholikestheirpage.Therefore,itiseasytounderstandwhyourfansarenotonlylimitedtoHonCCstudents,butincludesAlumni,andthegeneralpublic(includingfuturestudents).Facebookcanbeaccessedthroughthewebsiteinterface,SMSormobiledeviceapp.

HonCClauncheditsFacebookaccountonAugust23,2008.Withinthreeyears(August2011)wehadafan-baseofabout500“likes.”Today(September2017)wehavemorethan3,775followers.BetweenAugust2016andSeptember2017wehavehadanincreaseof804followers,averagingouttoabout5newlikesaweek.AmajorityofourpostsonFacebookarein-housenewssincemostofourfansarecurrent,former,orAlumni.Oursecondarynewsbaseispromotingourachievementstothepublicbyshowcasingtheworkofourstudents,faculty,andstaff.

WithintheUniversityofHawaiʻiSystem,HonCCcurrentlyranksfourthinmostfansbehindUniversityofHawai‘iMānoa(#1–41,799),MauiCollege(#2–5,915)andUHWestO‘ahu(#3–4,051).

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FacebookdatafromSproutSocial(seeabovechart)showsthatthe18–24agerangeisstillthebiggestdemographicusingthesite.

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• 88%ofadults18–29useFacebook.• 84%ofadults30–49useFacebook.• 72%ofadults50–64useFacebook.• 62%ofadults65+useFacebook.

Facebookalsoseemstoskewmoreheavilytowardwomen,with83%ofadultfemalesonthesiteand75%adultmales.

AsFacebookwasoriginallycreatedforcollegestudents,itmakessensethatadultswhohavegraduatedfromcollegearetheleadingdemographic.

• 82%ofadultswithsomecollegeexperienceuseFacebook;• 79%ofadultswhograduatedfromcollegeuseFacebook;• 77%ofadultswhograduatedhighschoolorlessuseFacebook

ThebargraphaboveshowsthatasofOctober2017HonCCʻsFacebookaudienceisalittledifferentthanthenationalaverages:

• themajorityofouraudiencefallswithinthe25-34agegroup(15%forbothmen&women).

• thepercentageofwomen&menwholiketheHonCCpageisalmostevenlydistributed,with51%ofHonCCfollowersarewomen,while48%aremale;

In2017theUniversityofHawai‘iCommunityCollegesconductedasurveyamongstcurrentstudentsregardingarangeofmediapreferences.BelowisachartonFavoriteSocialNetworkingSitebyagegroup.Facebookcontinuestobethetoppreferenceforalloftheagegroups.Whilealmosthalfoftheindividualssurveyedages51andup(43.59%),morethanone–thirdoftheoftheirpeersdidnotusesocialmedia(36.36%).Instagramwasthesecondmostpopularplatformforindividualsages16–20(24.14%)and26-30(22.73%).Youtubewasthemostpopularplatformwithusersbetweentheagesof21–25(23.81%)and41-50(21.05%).

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TWITTER-HonoluluCCTargetAudience:CommunityandBusinessPartners

TwitterisanonlinesocialnetworkingservicethatwascreatedinMarch2006byJackDorsey,EvanWilliams,BizStone,andNoahGlassandlaunchedinJulythatsameyear.TwitterInc.isbasedinSanFranciscoandhasmorethan25officesaroundtheworld.

Theservicerapidlygainedworldwidepopularity,withmorethan100millionusersposting340milliontweetsadayin2012.AsofMay2015,Twitterhasmorethan500millionusers,outofwhichmorethan302millionareactive.Twitterenablesuserstosendandreadshort140-charactermessagescalled"tweets.”Registereduserscanreadandposttweets,whileunregisteredusersareonlyallowedtoreadthem.UsersaccessTwitterthroughthewebsiteinterface,SMSormobiledeviceapp.

“Networks”usuallytargetacertainagedemographic–graduates,working-in-the–field.SinceTwitterisanetworkingtextingapplication,itiseasytoseewhyTwitterisnotoneofthemostpopularSMplatformsamongstourstudents.

Twitterʻsnetworkingapplicationisidealforbusinessestointeractwiththeircustomers/followers.InfactmanyareusingTwitterforfastercustomerserviceactions&interactions.

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HonCCusesTwitterforitsintendedpurpose–tonetwork.TheCollegeusesthisSMplatformtoconnectwithourimmediateKalihicommunity,through“tweets”withlocalbusinesses,politicians,andothericonicKalihicommunitymembers.HonCCalsousesittoconnectwithoursistercampuseswithintheUHSystem.FromthereweexpandandconnectwithothersinHawai‘i,thenbranchouttotheUnitedStates,andbeyond.

Twitterʻsfast-paced,high-volumenetworkingallowsuserstoshareinformationinstantaneously.Businessesareabletomakeprofessionalconnectionstoawidedemographic.

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TheaboveinfographfromSproutSocialshowusthat:

• 36%ofadults18–29useTwitter.• 23%ofadults30–49useTwitter.• 21%ofadults50–64useTwitter.• 10%ofadults65+useTwitter.

However,thedistributionofTwitterusersisevenlydistributedbetweenmenandwomen:

• 25%ofadultmenuseTwitter.• 24%ofadultwomenuseTwitter.

Basedonthisdata,TwitterisagreatSMplatformforbusinessesthatskewstowardayoungercrowd.Moreover,forcompanieswhodogender-basedtargeting,shouldconnectwithbothmenandwomensincegenderuseofTwitterisalmostevenlysplit.

TheabovechartshowsthatasofOctoberthemajorityofHonCCʻsTwitteraudienceisbetweentheagesof25-44(30%betweentheagesof25-34and26%between35-44).However,theUniversityofHawai‘iCommunityCollegessocialmediasurveyforFall2016/Spring2017indicatesthatTwitteristhemostpopularplatformwithusersbetweentheagesof16–20.

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OurTwitteraudienceisprimarilywomen.Whilethisissimilartonationaldata,ourshareismuchhigher,62%comparedtothenation’s24%

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INSTAGRAM–HonoluluCCTargetAudience(s):StudentsandGeneralPublic.Instagram(IG)isanonlinemobilephoto/video-sharingsocialnetworkingservicethatenablesitsuserstosharethemonavarietyofsocialnetworkingplatforms,suchasFacebook,Twitter,TumblrandFlickr,andallowstwo-wayfeedbackbetweenusersandtheirfollowers.InstagramwascreatedbyKevinSystromandMikeKrieger,andlaunchedinOctober2010asafreemobileapp.InstagramwasacquiredbyFacebookinApril2012forapproximatelyUS$1billionincashandstock.In2013,Instagramgrewby23%,whileFacebook,astheparentcompany,onlygrewby3%.Instagramhasgrownsteadilysinceitsinception.InApril2012therewasover100millionactiveusers.ByDecember2014thenumberofuserstripledto300million.By2016thatnumbermorethandoubledto600million.

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SinceitsinceptionInstagramhasbeenoverwhelminglypopularwithayoungercrowd.However,newstatisticsfromthePewsocialmediareport,picturedabove,showthatoldergenerationsarestartingtoembracetheappabitmore.

• 59%of18–29yearoldsuseInstagram.• 33%of30–49yearoldsuseInstagram.• 18%of50–64yearoldsuseInstagram.• 8%ofpeople65+useInstagram.

Thisphoto-sharingplatformisusedprimarilybywomen.

• 38%ofonlinewomenuseInstagram.• 28%ofonlinemenuseInstagram.

TheproofofInstagram’spopularitygrowthcanbeseenwhenvisitingbusinesswebsites:InstagramisoneofthetopfourSMiconsseenoncompanywebsites.InadditiontoHonCC,UniversityofHawai‘iNews,UHHiloAdmissions,UHHawai‘iAthletics,UHWestO‘ahu,WindwardCommunityCollege,LeewardCommunityCollegeandHawai‘iCommunityCollegeareactiveonInstagram.HonCCusesInstagramasafunwaytoshowthehappeningsonourcampusandshareupliftingmessages,andshowcasethestudents’workfromallofourprograms.

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LikeFacebook,themajorityHonCCInstagramfansarestudents,aswellaslocalbusinesses,organizations,andpublicfigures.Studentsoftenpostpicturesofthemselves,nowcommonlyknownas“selfies”andareencouragedtosharetheirpicturesrelatingtoHonCCwith“hashtag”HonCC.Allimages/videoswith#HonCCaregroupedtogetherandshowscampusactivitiesfromourstudentsperspective.Thehashtagallowsustoidentifypicturesthatwecanshareonthecollege’sIGfeed.OurInstagramcommunityisextremelypositive.

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YOUTUBE–HonoluluCC874TargetAudience(s):FutureandCurrentStudents.YouTubeisavideo-sharingwebsiteheadquarteredinSanBruno,California,UnitedStates.TheplatformwascreatedbythreeformerPayPalemployeesinFebruary2005.InNovember2006,itwasboughtbyGoogleforUS$1.65billion,andnowoperatesasoneofGoogle'ssubsidiaries.HonCCusesYouTubeasa“onestophub”forvideosaboutthecollege.Currentlythereareinformationalvideosaboutthecollege,ourprograms,how-tovideosonregistrationorgettingaschoolID,studentservices,extracurricularactivities,etc.,thathelpcurrentstudentadjusttocollegelife,andprovidepotentialstudentswithain-depthlookatwhatthecollegehastooffer.YouTube’ssharingcapabilitiesmakesiteasyforHonCCtosharevideosacrossmultipleplatformsincludingFacebookandBlog.YouTubehasafeaturethatmakesvideosunsearchablebutarestillviewablebygivingthestudentsaspeciallink.ThereisaYouTubeappwhereon-the-gostudentscanre-watchthismorning’sclassontheirsmartphoneortablet.Forexample,ifaFashionTechStudentlosthis/hernotesonhowtostitchasleeve,he/shewillbeabletoviewavideoonthat.

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ApproximatelyhalfofYouTubeusersarebetweentheagesof25-44(25-34–23%,and35-44–26%,).Usersofthisvideosharingplatformisprimarilymale(62%).

• Femaleusersare38%andmaleusersare62%.

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YouTubeisthesecond-largestsocialnetworkingsite,behindFacebook.A2014PewResearchCenterstudyofonlineadultsfoundthatthree-quarters(77%)ofinternetusersareonFacebook,while63%useYouTube.AlthoughYouTubehasasmallerreachthanFacebook,itismorewidelyusedthanLinkedIn(25%),GooglePlus(24%)andTwitter(21%).

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WORDPRESSBLOG–TheWaterCoolerTargetAudience:GeneralPublicAblogisanonlinejournalormagazine.WiththelimitationsofTwitter’s140characters,andFacebook’sAD-likescrolling,blogsallowaccountholderstoshareinformationwithoutrestrictions.Blogsallowtheonlinereaderstoslowdown(atadbit)andenjoyreading.ThemainobjectiveofHonCCʻsblog,TheWaterCooler,istoshareinterestingthingsthatourfaculty,staff,andstudentsareworkingonorhaveproduced.Onoccasion,theCollegesharesoperationalnewssuchasHolidayofficehours,applicationdeadlines,upcomingevents,etc.

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PINTERESTTargetAudience(s):GeneralPublicwiththeheavyemphasisofshowcasingstudentwork.

Pinterest is a free web and mobile photo sharing application that requires registration for use. The site was founded by Ben Silbermann, Paul Sciarra and Evan Sharp. It is managed by Cold Brew Labs and funded by a small group of entrepreneurs and investors.

Pinterest CEO Ben Silbermann summarized Pinterest as a "catalog of ideas," rather than as a social network, that inspires users to "go out and do that thing."

Pinterestallowsuserstoupload,save,sort,andmanageimages—knownaspins—andothermediacontent(e.g.,videosandarticles)throughcollectionsinpersonalizedfoldersknownasboards.Forexample,ifsomeoneseesanarticleonhowtochangeatirehe/shecanpin(save)thatarticleonaPinterestboard(akafoldernamed“How-To”)thathe/shecreated.Inadditiontothe“pinner”otherPinterestuserscanseeit,readit,andiftheylikeitpinit(orsave)itontheirownboard(calledrepining).Famousfashionbloggersandmake-upgurususePinterestasamarketingtooltogenerate/promotewhat’strending.

PinterestistheperfectplatformforHonCCtoshowcaseourstudents’workandourfaculty/staff’saccomplishmentsfromacrossallthecoursesofstudy.Theplatformprovidesvisitors,suchasprospectivestudents,withinsightonwhattheywillbelearningwhentheybegintheirstudiesatHonCC.

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Inadditiontohighlightingwhatourstudentsareworkingon,ourpinscanre-directvisitorstoourwebsite,wheretheycanreceivemoredetailedinformationaboutHonCC.

ThewidemajorityofPinterestusersarefemale,accordingtoPew:

• 42%ofonlinewomenusePinterest.• 13%ofonlinemenusePinterest.

Thenetworkalsoskewstowardayoungerdemographic:

• 34%ofadults18–29yearsoldusePinterest.• 28%ofadults30–49yearsoldusePinterest.• 27%ofadults50–64yearsoldusePinterest.• 17%ofadults65andoverusePinterest.

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Almost three-fourths of HonCC Pinterest followers are female (71%) TheFall2016/Spring2017UniversityofHawai‘iCommunityCollegessocialmediasurveyindicatesthatPinterestisthemostpopularplatformwithusersbetweentheagesof31-40.

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FLICKRFlickrisafreephoto-sharingandhostingservicethatallowspeopletoshareandexploreeachother’simages.ItwascreatedbyLudicorpin2004andacquiredbyYahooin2005.Theserviceiswidelyusedbyphotoresearchersandbybloggerstohostimagesthattheyembedinblogsandsocialmedia.

TheHonCCutilizesFlickrasanonlineimagegallerytoshareandstorephotosofcampusevents.

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THEFUTURE

YelpTargetAudience(s):N/A.Wecan’tdirectlycontrolthisSMplatform.IndirectlybyouractioncaninfluencethetypeofcommentswereceivefromYelpers.Yelpisawebsiteandmobileappthatconnectspeoplewithgreatlocalbusinesses.FoundedinJuly2004,Yelphastakenrootincountriesacrosstheglobe,makingittheleadinglocalguideforrealword-of-mouthoneverythingfromboutiquesandmechanicstorestaurantsanddentists.TheYelpcommunityismadeupofengagedlocalswhoconnectonlineandofftosharetheiropinionsaboutlocalbusinesses.

WhilepeoplemayequateYelpwithrestaurantreviews,only17%ofthereviewsonYelpareforrestaurants.PeoplearesearchingYelpforavarietyofbusinesses,fromhomeandlocalservices,beautyandfitness,travelandhotel,andevenhighereducationinstitutions.

Regardlessofthetypeofbusiness,Yelpshouldbeembraced,notshunnedbycollegesanduniversities.It’simportanttorecognizethatYelpratingscanaffectcustomerflowsandtheprobabilityofsomebodylookingintoattendingHonCC.

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AsofSeptember2017morethanhalfofallreviewswereeither4or5stars.Thismeansit’sevenmoreimportanttoacknowledgethenegativereviewsbyrespondingtothem,whilepromotingandsharingthepositivereviews.Takethepositivereviewsandpostthemonyourwebsiteandsocialmediaprofiles.

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SkepticsmayarguethatHonCCdoesnothaveanycontrolonourYelpreviews.Webelievethatwedo.WebelievethatprovidinggreatcustomerservicewillyieldpositiveYelpreviews.Thisisconfirmedbytheabovestatistics.Theabovedemographicsalsodemonstratethataddressingnegativereviewscanminimize,ifnotmitigateanynegativepublicitythatmayoccur.

YelpagedemographicsareimportantbecausepeoplewhoarecommentingaboutHonCCcouldnotonlybestudents,parentsaswell.Whiletheirchildrenareonestakingtheclasses,parentsaremorethanlikelytheoneshelpingtopaythebills.As

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consumerstheyaregoingtowanttomakesurethattheirchildisreceivingaqualityeducation,hasaccesstotheservicesthathis/herchildneeds,etc.

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Google+TargetAudience(s):TBD.PossibleAlumni.

GooglePlus(alsoknownasGoogle+)isasocialnetworkingservicefromGoogleandisacompetitorwiththesocialmediaplatformFacebook.Google+integratesallGoogleservicesanddisplaysanewGoogle+menubaronotherGoogleserviceswhenyou'reloggedintoaGoogleaccount.

There’snotmuchinformationontheageofGoogle+users,butthesitehaspulledinsomestatisticsongenderdistribution.

• 73.7%ofGoogle+usersaremale.• 26.3%ofGoogle+usersarefemale.

Basedonthesizeofthisdisparity,it’slikelythattherehasbeenashiftsincethedatawascollected.

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LinkedInLinkedInisasocialnetworkforprofessionalswho'sinterestedinfindingnewopportunitiestogrowtheircareersandtoconnectwithotherprofessionals.ThesocialnetworkingservicefoundedinDecember2002andlaunchedonMay5,2003.

In2006,LinkedInincreasedto20millionmembers.AsofOctober2015,LinkedInreportedmorethan400millionacquiredusersinmorethan200countriesandterritories.

LinkedInistheSMsitethathastheworkingprofessionalasisprimarytarget.Thisplatformallowstheprofessionaltosharetheirprofessionalinformationforalltosee.

LinkedInistheonlySMplatformwheregendervisitorsequaleachother.

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Inprofessionalcirclesit’snotonlywhoyouknow,butit’salsowhereyouwenttoschoolandgraduatedfrom.OnLinkedIn,HonCCcanuseLinkedIntocreateabridgethatwillconnectcurrentstudentsandrecentgraduatesand/oraffluentalumni.

Thisisthefirstsocialnetworkwherethemajorityofusersdon’tfallbetweenthe18–29yearoldcategory.

• 31%ofadults30–49useLinkedIn.• 30%ofadults50–64useLinkedIn.• 23%ofadults18–29useLinkedIn.• 21%ofadultsover65useLinkedIn.

ThereisaprettyclosedividewhenitcomestothedifferentgendersusingLinkedIn.

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• 28%ofonlinemenuseLinkedIn.• 27%ofonlinewomenuseLinkedIn.

TargetAudience(s):RecentGraduatesandAlumni