TAKE CONTROL OF YOUR SOCIAL MEDIA EFFORTS

TAKE CONTROL OF YOURSOCIAL MEDIA EFFORTS

Cheryl Mall, Director of Marketing Jonathan Lee, President

SOCIAL MEDIA IS EASY!RIGHT??

WHAT WE’LL COVER TODAY• Your website matters• Create a simple plan• What to share/who should share• Sponsored content• Measure results

WHY YOUR WEB SITE MATTERS

EDUCATION SEEKERS SPEND41% OF THEIR TIME ONLINE

ONLINEOTHER STUFF

• Better experience for prospects

• Better organic search results

• Increased leads

57% of B2B and 41% of B2C businesses,“SEO makes the biggest impact on leads.”

Source: iStockPhoto

• In/outbound links aid SEO • Social sites get indexed

Social Helps Protect Rank

CREATE YOUR PLAN

CREATE YOUR PLAN• Get buy-in from management• ID goals• Audit competitors• ID your unique story

WHERE DO YOU INVEST YOUR ENERGY?

94%

77%

42%

All but 7% of social-media campaigns used Facebook

WHAT TO POST

Story – chevy mistake

Source: Twitter

WHO SHOULD POST?

TIPS FOR INVOLVING STAFF/FACULTY• Encourage re-posting

• Encourage follow-up

• Discourage self-adulation

HOW TO SHARE

+ =70%

SOURCE: Inside Facebook

Sample ScheduleOnce a week – update plan 2-3 weeks out.

• Write drafts of posts• Create shortened links for each topic• Identify events you’d like to promote through paid tactics• Review analytics for each post as well as identify follower trends

Twice a Day • Post a comment, story or promotion• Check sites for comments made about or to you• Look for interesting posts by people or groups we follow to re-post• Post new or timely info if needed

Semi-weekly• Look for new features you can utilize• Clean up old posts that may be dated or irrelevant• Write and post to your blog site and share with followers• Post new galleries, videos, etc.

PAID CAMPAIGNS

Source: iStockPhoto

“We take AdWords with Google and with Yahoo and they have been effective too.” -Tom Dickson, CEO, Blendtec

Source: Blendtec

Ease of use

Ability to include both text and images

Targeting focuses $

You set the budget.

Clear, conciseand immediatereporting

b

Source: Facebook

HOW TO MEASURE OVERALL EFFORTS

RULES OF SOCIAL ENGAGEMENT• Determine your goals (SEO, leads, awareness)• Have a plan – don’t just do social media to do it• Fully commit to your plan• Remember your brand and keep your voice consistent• Convey sense of place and people• Always drive back to your web site (don’t let the social site own all of

your content )• Recognize the time commitment – it’s not free• Incorporate analytics• Be willing to adapt• Always proof your work

GET INSPIRED: TOP SCHOOLS TO WATCH• #1: Johns Hopkins University• #2: Harvard University• #3: University of Notre Dame• #4: Ohio State University• #5: Columbia University, New York• #6: University of Kentucky• #7: Stanford University• #8: Louisiana State University and Agricultural & Mechanical College• #9: United States Military Academy• #10: The University of Texas at Austin

SOURCE: studentadvisor.com

THANK YOU

Cheryl MallDirector of Marketing407-646-2456cmall@rollins.edu

Jonathan LeeOwner, President407-687-1650jon@archipelagoagency.com