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Understanding Social Media in a Residential Education and Housing Services Context
Tuesday, February 28, 2012PAC-12 Housing Directors ConferencePresented by Manaf Mansure, UCLA
Goals and Objectives • Develop an understanding of social media
platforms and new media communications• Understanding how social media platforms
and application management can increase engagement.• Understanding uses of various platforms in
a residential life and housing context. • Present guiding principles and suggestions
about the operation of social media.
Social & New MediaSocial Media: platforms for social interaction, using highly accessible and scalable publishing techniques using web-based technologies to transform and broadcast dialogues for interaction and the production of original content.
New Media Marketing: integrated and strategic dialogue among individuals or groups by way of technology-facilitated channels, such as social networks (e.g., Facebook); blogs; microblogs (e.g., Twitter); online games; mobile devices; photo-, audio- and video-sharing sites (e.g., Flickr, iTunes, YouTube); message boards; websites and email.
Source: Eloqua and Beech Marketing, 2011
Who Uses Social Media?Facebook:• 2nd most popular site• Search engines refer 5% of
visits• 25 minutes in a typical visit• 51 seconds per pageview• 6.7% of open-domain links • 18-44 audience demographic • Education Level
TwitterWordPressYouTube
Communication Marketing and Social Media
TRADITIONAL MARKETING & COMMUNICATIONS
SOCIAL MEDIA COMMUNICATIONS
Brand in control Audience in control
One-way /delivering a message Two-way / part of conversation
Repeating the message Adapting the message
Focused on the brand Focused on the audience / specialized value
Educating Involving/Influencing
Organization creates content User-created or co-created content
Get info from us Get info and more from our friends
Residential Education and Housing Frameworks
Administrative Business Development Model
Community Development and Experiential Learning Model
Platform Use for College Student Personnel Staff
Social Community Development Platform
Information Exchange and Social Blogging
Interactive Moving Image Management
Interactive Dynamic Image Display Management
Online Zine/Journal and Information Exchange
YouTube
Flickr
Blogging Platforms
Considerations for Platforms
Profile vs. Page vs. Application Blog vs. Announcements
Creation, Management, and Regulations
Text Media
Live Chats (Go-To-Meeting, SpreeChat)
New Media Databases and Mainframes
LinkedIn Students• Career Services tool for
Professional Development
Department Staff• Employees Profiles• Professional
Development Workshop
Alumni• Program/Department
Alumni Groups
Cross-Platform Integration
Visualize Your Total Social Media Strategy
Understand the Function of Each Platform
Interact Between Platforms
Connect Back to Your Static Applications (Web Platform)
Assessment & Measurement
•Google: Analytics & AdSense• Chrome Social Tracking Plug-In•HootSuite• TweetDeck•URL Shortner: Bit.ly and Tiny.ly
Guiding Principles• Time• Care and Conscientious Attention• Detail • Personality• Transparency• Cross-Campus Linkages and Partnerships
If you're not going to update and interact, don't do it!!
Media For Thought• When do we listen and when do we interact?• Is it always best to have a presence on social media?• How does your new media communication plan weave into
your overall operation? • When is it appropriate to use these tools to gather secure
information (contracts for living, roommate matches, etc.)?• How will you organize staffing and oversight for your social
media campaign?• How will your strategy plan target specific populations?• When do we act on questionable or declarative comments
observed on social media platforms?• What institutional social media guidelines are you
following?
