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Presenting the effective use of social media for high school guidance counselors. Original presentation created for the National Association for College Admissions Counselors, Critical Components: Mastering the College Admission Process conference, 2013.
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Effective Use of Social Media
Ashley HenniganAsst. Director of Social Media Strategy
Cornell University
Agenda• Why go social?• Building relationships• Platform overview• Consider timelines• Connecting with colleges• Resources & Questions
POLL
• How are you using social media?– For personal use– For counseling
• What platforms are you using? – Facebook– Twitter– Blogs– Google+– YouTube– Pinterest
Are you using social media?
WHY GO SOCIAL?Communication technology and admissions tradition
Counselors are teachers without a classroom.
Social media can be used as an extension of current communication practices.
• Face-to-face• Phone• E-mail• Print• Web
Which sites are students using?
• 89% use Facebook• 45% use Twitter• 30% use Tumblr• 28% use Instagram• 25% use Pinterest
Establish a professional online presence.
Using social media as an extension of current communication practices.
• Counseling meetings• College school visits• Parent questions• Scheduling • Announcements • Reminders • Correspondence
• Flyers • Newsletters • Forms• Contact information• Calendars• Resources
What does not belong in the social media space?
• Personal record information– Directory info. is OK
• Individual applicant follow-up
• Individual financial aid packages
RELATIONSHIPSSocial media for relationship building and educating
Opening up two-way communication. Social, mobile, & on-demand.
• Reach• Timing• Service• Advocacy
Don’t just broadcast information and deadlines! Encourage engagement.
• Photos from campus tours
• Helpful news articles
• Preview college school visits
• Use polls
PLATFORM OVERVIEWUse cases for social media
Social media platforms for current communication practices.
• Facebook – pages & groups– posts and messaging
• Goggle+ – Hangouts– Calendars– Forms– Documents
• Tumblr Blogs
Facebook groups for counseling. Your social media classroom.
• Name group• Select privacy– Skip inviting
members for now
• Add a group description
• Invite students via email
Facebook groups for counseling. Your social media classroom.
• Features– Email notifications– Messaging– Sharing– Polling– Files– Events
Facebook groups vs. Facebook pages
• Use pages for– Broadcast messaging– 500+
• Use groups for– Community building– Less than 500
Google+ Hangouts for meetings and college visits.
• Google+ account• Web camera• Internet connection• Up 9 participants on
camera. – Unlimited viewers
• YouTube On Air
Google Calendar for scheduling.
• Public calendars– Events & Deadlines
• Coordinate with colleges
• Integrates with Google+ Hangouts
• Notifications & RSVP• Daily agenda• Add to your website
Google Drive and Google Forms.
• Google Drive– Documents– Presentations– Spreadsheets– Forms– & More
• Google Forms– Surveys– Polls– Registrations
Blogging made simple with Tumblr.
• Tumblr account• Customizable• Social sharing– Text posts– Links– Photos & video
• 30% of students already use Tumblr
TIMELINESocial in the admissions cycle
A need for information is always present, but the kind of information needed changes over time.
• Pre-college search– Advocacy
• College search– Facts & figures
• Campus visits– Understanding fit
• Testing & Applications– Resources & Reminders
• Decisions– Realizing fit
• Post-graduation– Transition
CONNECTING WITH COLLEGESSocial media in higher ed
Colleges use social media to connect with prospective students.
• Facebook Pages• Twitter accounts• YouTube• Tumblr• Social Media
Ambassadors• Goggle+ Hangouts
Connect with colleges on Facebook.
• Facebook Pages– University– Admissions
• Accepted student groups
• Facebook apps
Connect with colleges on Twitter.
• College news• Admissions• Create lists• Join the
conversation– #EMchat– #FAchat– #Admissions– #HigherEd
Connecting with colleges of YouTube.
• Subscribe to channels
• Share • Create your own
channel and add favorites
Colleges are having fun on Tumblr too.
• Follow• Share
Social media ambassadors are incredible assets in the college search.
• Examples from RIT– YouTube channel– G+ Hangouts– Facebook page– #RITstudents– @RIT_Erin– @RIT_Tanner
RESOURCESCited in this presentation
Reports & Policy
Inigral, 2013 Social Admissions Report
Family Educational Rights & Privacy Act (FERPA)
Privacy settingsFacebook groupsFacebook pages
Google+ HangoutsGoogle Calendar
Google DriveYouTube
On the Verge: Showcasing the Use of
Innovative & Disruptive Technologies
TOMORROW AT 1 PMJoin me!
