SOCIAL MEDIA FOR ADVISORS & STUDENTS

February 2012

Jeni Putalavage-Ross

School• University of Texas• Advertising

Degree• Master’s in

Library & Information Science

Traditional Work• McKinsey & Co.• Nielsen

BuzzMetrics• HNW• Converseon• WhaleShark Media• Spredfast

Independent Consulting• MineforNine.com• Friskies• Motif Furniture• Dr. Abroon• Kupona Foundation• Dream Hope

Believe Foundation• Social Dynamx

Agenda

Social Media for You Social media usage in

higher education (infographic)

Where should you focus your social media presence?

How do you manage the process of getting profiles up & keeping content fresh?

How do you measure success?

Social Media for Student Job Seekers Why should they

have a presence in social media & where should they focus their presence?

How can they use SM for job searching?

Caution about social media

What is “Social Media”

What is “Social Media”Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Social media is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate.

“Social Media” Can Be Overwhelming

Common Social Media Metrics

Activity Metrics

Pageviews

Unique visitors

Members

Posts (ideas/threads)

Number of groups (networks/forums)

Comments & Trackbacks

Tags/Ratings/Rankings

Time spent on site

Contributors

Active contributors

Word count

Referrals

Completed profiles

Connections (between members)

Ratios: Member to contributor; Posts to comments; Completed profiles to posts

Periods: By day, week, month, year

Frequency: of visits, posts, comments

Survey Metrics

Satisfaction

Affinity

Quality and speed of issue resolution

Referral likelihood

Relevance of content, connections

ROI Measurements

Marketing/Sales

Cost per number of engaged prospects (community vs. other initiatives)

Number of leads/period

Number of qualified leads/period

Ratio of qualified to non-qualified leads

Cost of lead

Time to qualified lead

Lead conversion

Number of pre-sales reference calls (to other customers)

Average new revenue per customer

Lifetime value of customers

Customer Support

Customer satisfaction

Number of initiated support tickets per customer per period

Support cost per customer in community

Product Development

Number of new product ideas

% of ideas from customers/prospects/community

Idea to development initiation cycle time

Revenue/Adoption rate of new products from community vs. traditional sources

HR

Retention/Employee turn over

Time to hire

Prospect identification cost

Prospect to hire conversion rate

Hiring cost

Training cost

Time to acclimation for new employees

Individual Metrics (for members) 

New 'friends' after 30/60/90 days

Number of friends met online that users have met offline

Number of friends met online that member has subsequently collaborated with

Number of ideas that the user has gotten and then used in their work

General Internet Tracking (outside of enterprise-sponsored communities)

Net Promoter Score

Meme Lifecycle

Number of mentions (tracked via web or blog search engines)

Positive/Negative listing ratios on major search engines

Promotion Builders

Execute

Agencies

Listen/Measure

Data Driven Solution Providers

• Infrastructure• Community• Commerce• Marketing

• Listen• Measure• Analyze• Score

• Workflow• Media

management

The Social Media Enterprise Landscape

Categorization Helps Clear the Clutter

Blog Platforms Streams Social Networks Dashboards Business Networking Location Video Documents/Content Events Pictures

Pick 2-3

Some facts, figures, & inspiration

Social Media in Higher Education

Pros & Cons

Where’s UT?

Overall Strategy for Your Use Determine Goals Assign Responsibility Design Editorial Calendar Monitor Results Refine Goals & Tactics

Bag of Tricks: Find Your Best Match

Prism Categories

Venue Uses Measurement

Blog Platforms Blogger, Typepad, etc. Long-form ContentComments, Views,

Links

Streams TwitterQ&A, Events (hashtags), Job

LinksHashtags,

Followers, Lists

Social Networks FacebookQ&A, Events, Awareness,

RemindersLikes, Comments,

Shares

DashboardsHootsuite, Spredfast,

etc.Organization, Measurement n/a

Business Networking

LinkedInNetworking, Personal

PromotionConnections

Location Foursquare, GowallaEvents, Distribute Visitor

InformationCheck-ins, Lists

Video YouTube, VimeoEvents, Lectures, Marketing

MessagesViews,

Subscribers, Links

Documents/Content

SlidesharePowerPoint decks, Word docs,

video sharing

Followers, Favorites,

Comments, Views

EventsEventBrite, MeetUp,

PlanCastCareer Fairs, Speakers, etc. RSVPs, members

Pictures Flickr, PhotobucketPhotos from events, on campus

life, etc.Comments, Tags, Views, Contacts

Social BookmarksPinterest,

StumbleUpon, EverNote, diigo

Sharing curated images, sharing notes, building site

traffic

Followers, Repins, Likes, Stumbles,

Traffic

Creative Matches

Great way to show off alumni portfolios and/or share new ideas students are exploringShare information about the industry with students, alumni, prospective students

Post presentations from Alumni, facts on the school, or general industry overviews

The Basics

Prism Categories

Venue Uses Measurement

Blog Platforms Blogger, Typepad, etc. Long-form ContentComments, Views,

Links

Streams TwitterQ&A, Events (hashtags), Job

LinksHashtags,

Followers, Lists

Social Networks FacebookQ&A, Events, Awareness,

RemindersLikes, Comments,

Shares

DashboardsHootsuite, Spredfast,

etc.Organization, Measurement n/a

Business Networking

LinkedInNetworking, Personal

PromotionConnections

Location Foursquare, GowallaEvents, Distribute Visitor

InformationCheck-ins, Lists

Video YouTube, VimeoEvents, Lectures, Marketing

MessagesViews,

Subscribers, Links

Documents/Content

SlidesharePowerPoint decks, Word docs,

video sharing

Followers, Favorites,

Comments, Views

EventsEventBrite, MeetUp,

PlanCastCareer Fairs, Speakers, etc. RSVPs, members

Pictures Flickr, PhotobucketPhotos from events, on campus

life, etc.Comments, Tags, Views, Contacts

Social BookmarksPinterest,

StumbleUpon, EverNote, diigo

Sharing curated images, sharing notes, building site

traffic

Followers, Repins, Likes, Stumbles,

Traffic

Twitter

"Warm Sign Up” enables you to present a list of the best Twitter accounts to brand-new Twitter users when they sign-up specifically through your Twitter URL. You can feature some of the Twitter accounts you most like to follow and give your followers an idea of what you are about. Make sure you include the term #WelcomeToTwitter in the description of the list. Ex: http://twitter.com/MarthaStewart/martha-stewart-living

hashtags.org offers an overview of popular hashtags used on Twitter. Find out about trends, check out graphs, and search to see hashtags of your topic already exist.

Facebook’s Edgerank

Lessons:

Note: Edgerank affects both the page & the individual posts

Ask for comments and give reasons to stay engaged (share valuable information, fun facts, useful updates)

Ask people to share pictures on stories on your wall

Pick a posting schedule and stick to it. Make sure you have new content posted fairly frequently & on the best days/times

Share links

Post pictures & videos

Consider surveys, quizzes

Track your successes & failures & learn from them

FACTS (via Social Media Club, Techcrunch):

• 95% of Facebook users view their “Top News Feed”; over 50% of users clicking over to the ‘most recent’ tab on a regular basis

• Only 35% of commercial wall posts hit TNF (internal SSL study)

• Only ~20-40% of commercial wallposts are viewable to fans  

Outgoing Ranking

1. “Question” option (often referred to as polls)

2. Videos

3. Photos

4. Links

5. Status updates

Interaction Ranking

1. Comments

2. Shares

3. Likes

Facebook TacticsCommunicate Our Brand: * “CCS Deadline”, reminders about schedules

* “Meet the Recruiter” events

Serve Our Clients: * Event RSVPs

* Sharing Interview and Resume Drop Schedules

* Employer Spotlights

* Industry News

Generate New Business: * Career Fair Landing Page

* Recruit Volunteers

Build Community:* @tagging Student Organizations and Employers

College of Communication Career Services

Meet the Recruiter

Event page interaction

Event Promotion/Volunteer Recruitment

Student Engagement

Create a Facebook Landing Page for free! Program we used: TabSite

Brand Promotion

• Incorporated football theme

• Google Map widgets

• 1256 tab views

• Helped double fans and individual post views

• Drove traffic to the Facebook event

LinkedIn Basics

Consider a LinkedIn Group

Manage group invitations (current students & alumni or anyone)

Use “Manager’s Choice” & Moderation Options for Content Distribution

Tools to Consider

Hootsuite – Schedule updates in advance & see metrics for all updates

Spredfast – more advanced group management options, scheduling options & metrics options, but may have costs associated with account

Other tools like Wildfire, Tabsite, Involver, etc. offer ways to customize your Facebook pages, offer incentives/contests, and monitor metrics

Social Media for Student Job Hunts

Overall Strategy for Student’s Use Urge them to Google themselves and

consider ways to remove anything they wouldn’t want an employer to see

Have them consider everything BEFORE posting so they won’t have to remove things later

Be sure they have a current profile on all relevant social media outlets to insure maximum visibility

Twitter Tips for Student Job Seekers Make sure the profile is professional, including a

picture, the Tweets, & who he/she follows Search 3rd party sources like

http://www.twitjobsearch.com/ Follow companies/brands to stay informed in case of

an interview. Create lists to keep them organized. Be sure to include the recruiting profile for those companies

Show expertise in outgoing tweets Link Twitter profile to Facebook & LinkedIn pages Use advanced search to find job openings in the

geographic area desired

Twitter Handles to Follow

By company

@attjobs – Jobs at AT&T@mtvnetworksjobs – Jobs at MTV@TRCareers – Jobs from Thomson Reuters

By field

@alldevjobs – Developer jobs@ArtDirectorJobs – Art director jobs@cwjobs – Copywriter jobs@jobsinhiphop – Jobs in Hip-Hop@journalism_jobs – Jobs in journalism@juicyjobs – Green jobs@libgig_jobs – Library Jobs@mediabistrojobs – Media job listings from mediabistro.com@medical_jobs – Medical jobs@media_pros – Jobs for media professionals@narmsjobs – Retail marketing jobs@PRSAjobcenter – Jobs in public relations, communications and marketing@reflectx – Physical Therapy jobs@seojobs – SEO job listings@socialmediajob – Jobs in social media@travelmaxallied – Healthcare jobs@travelnursejob – Jobs for traveling nurses@usmusicjobs – US Music Jobs@web_design_jobs – Web design and other graphics jobs

By job type

@findinternships – Internships and entry level jobs for college students@freelance_jobs – Freelance jobs@heatherhuhman – Entry level jobs and internships@Project4Hire – Freelance and temporary jobs@jewish_jobs – Jewish job listings

By region

@MyBristolJobs – Job listings from mybristoljobs.co.uk@chicagowebjobs – Web-related jobs in Chicago@ChicagoTechJobs – Technology jobs in the greater Chicago area@ITJobsLondon – IT jobs in London@ITJobsSydney – IT jobs in Sydney, Australia@JobsBoston – Jobs in the greater Boston area@jobshawaii – Jobs in Hawaii@NewYorkTechJobs – Technology jobs in the greater New York area@PDXJobs – Jobs in Portland, Oregon@sdjobs – San Diego technology jobs@sfmobilejobs – Mobile Web and Digital Media jobs in Silicon Valley@mtltweetjobs – PR/marketing/social media/tech jobs in Montreal@TopJobsInLondon – Top jobs in London, UK@web20jobs – UK-based web 2.0 jobs

General

@JobAngels – Helping the unemployed find jobs@indeed – One search. All jobs.@jobshouts – General job postings@simplyhired – Job search site@StartUpHire – Jobs at VC backed companies@twithire – Job board service

Facebook for Student Job Seekers Set privacy settings to ensure

appropriate profile for employers “Like” possible employers & interesting

brands to stay current Use Apps like “Branch Out” to connect to

open positions Keep profile updated to let connections

know where you are working

LinkedIn for Student Job Seekers Link to all your fellow students now – you never

know where they will end up & how they can help you in the future!

Join groups for the industry you want to work in Make sure your profile is 100% complete & up-

to-date Get recommendations from internships & work

experiences Explore every company before you interview to

see who you might know & find out more about the types of people hired

Social Media Can Also Hurt Student Job Seekers

“9 out of 10 employers report using social media to screen prospective employees. 7 out of 10 report rejecting candidates based on their social media presences—and roughly the same number report accepting candidates based on their social media presences.” http://gawker.com/5846924/7-out-of-10-employers-reject-job-candidates-based-on-social-media