Susan Thares| 2.25.2013

Federal Student Aid and the Role of Social Media

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Why FSA is using social media..

• Expand our reach to customers

• Increase student engagement

• Create options for students to get information in the way

it’s most meaningful to them

• Be the most trusted source of financial aid information

• Integrate it into customer service delivery

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Increase FSA’s reach to customers

StudentAid.gov Homepage

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Facebookwww.facebook.com/FederalStudentAid

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Twitterwww.twitter.com/FAFSA

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YouTubewww.youtube.com/FederalStudentAid

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http://www.youtube.com/watch?v=JQxorQ9s_pY&list=PL23B9A23CD8DD82DD&index=3

Visual.lywww.visual.ly/users/FederalStudentAid

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Infographics

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Increase Student Engagement

Visuals Visuals Visuals!

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Mobile

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Presenter Name | #.#.2012

#AskFAFSA Office Hours

• Integrates social media and customer service

• Different topic each month

• Tweet questions using #AskFAFSA

• SMEs available to answer questions live

• Summarize for those not able to attend

146Questions answered during January

#AskFAFSA Office Hours

January #AskFAFSA Office Hours

Presenter Name | #.#.2012

Storify www.storify.com/FAFSA

Leverage FSA content for you own Facebook, Twitter and YouTube Accounts

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Like My Mother Always Said…Sharing is Caring

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Add the @FAFSA Stream to Your SiteGo to: http://twitter.com/widgets (must be logged in)

COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a>

<script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script>

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Embed our YouTube Videos In Your Site

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Embed our Infographics In Your SiteGo to: http://visual.ly/users/FederalStudentAid

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StudentAid.gov/Resources

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IFAP – Tools for Schools

Social Media Toolkit

January 2013

FSA Digital Engagement Group

Social Media Customer Listening

Highlights• Positive

• The Work We Do is Important• People are Impressed by FAFSA Enhancements• Increased Focus on Multimedia is a Hit• Social Media Helps Us Identify Issues Faster• Our Customers Appreciate us Engaging them via Social

• Negative• Concerns Over the Rising Cost of College• FAFSA.com confusing students• Wording on pin.ed.gov confuses students• Information Gaps• Miscellaneous

Positive Feedback

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The Work We Do is Important

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People are Impressed by FAFSA Enhancements

Increased Focus on Multimedia is a Hit

Social Media Helps Us Identify Issues Faster

Context: FAFSA.gov had unexpected issues on 1/22/13

Our Customers Appreciate us Engaging them via Social

Our Customers Appreciate us Engaging them via Social

Our Customers Appreciate us Engaging them via Social

Negative Feedback

Concerns Over the Rising Cost of College

Suggestions for improvement: The larger issue is something that needs to be addressed by the administration. However, Customer Experience can do our part by offering a scholarship search to help students identify ways to pay, educating students about responsible borrowing & encouraging students to plan. Financial aid planning is only going to become more important as costs continue to rise and our programs become more limited (Pell LEU, 150%, etc. )

FAFSA.com confusing students

Suggestions for improvement: The frequency of these complaints is very alarming. Work with OGC to have FAFSA.com redirected to FAFSA.gov. The VA just won a similar case against GIBill.com. Now there is precedence.

Wording on pin.ed.gov confuses students

Suggestions for improvement: Provide a bit more context. “You have the option to create your own PIN. Otherwise, we will randomly assign you a PIN.” We have gotten similar complaints in the past about the wording for “Request a Duplicate PIN.” On most sites, when it comes to passwords/pins, you often see it worded, “Forgot your PIN?”

Despite repayment flexibility, borrowers still struggling

Suggestions for improvement: Our repayment plan options are becoming more and more specific, and therefore, confusing. Sometimes the hardest part about choosing a repayment plan is figuring out whether you even qualify. The improvements to FACT may begin to address this, but it is important for borrowers to be able to compare their options based on their specific situation. Some way for them to plug their NSLDS data in, first see what repayment plans they would even qualify for, and then offer them a side-by-side comparison, that includes monthly payments, interest rates, etc., so they can make the best decision for their situation.

Information Gaps

Selective Service: Add help topic to FOTW.

Estimating: Add specific steps on how to estimate to StudentAid.gov.

Deferred Action for Childhood Arrivals: DACA is new. Suggest adding this info to eligibility section of StudentAid.gov. Maybe in a highlight box?

Parents without SSNs: Understand there are sensitivities. Need more info as to what is currently available, but issue comes up pretty frequently.

Miscellaneous

Suggestions for improvement: Improvements have been made for 2013-14. Continue to monitor this and route any issues to the FAFSA team.

Suggestions for improvement: Develop a process for routing compliance complaints against schools.

Suggestions for improvement: Improve communication to customers about loan transfers. Make information available on StudentAid.gov.

Questions?