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An hour-long presentation for Boston-Area Study Abroad Advisors designed to give an overview of various socia media platforms, including their use as communication and promotional tools for international education.
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Social Media andInternational Education
Gene Begin M’07 Vanessa Theoharis ‘10Marketing Director Marketing CoordinatorUndergraduate School Undergraduate SchoolBabson College Babson College
A shift in how people discover, read and share news, information and content (Wikipedia)
Social Media…
is more popular than e-mail. *
And porn. **
* Mashable.com** TIME magazine
Social Media
Be A Consumer First
1. Learn - Learn your way around the space and discover how other users are utilizing the platform.
2. Interact - Now that you have a sense of the space, use it more frequently and understand its intricacies. Communicate and be a part of the conversation.
3. Engage - Now that you've built relationships and have become knowledgeable of the space, share content and conversation that will engage your new connections.
"social media allows you to understand your brand" - Tamsen McMahon, Sametz Blackstone Associates
3 Steps to Social Media Use
HALF A MILLION NEW USERS EVERY DAY!!!
August 2008: 100 million users April 2009: 200 million users September 2009300 million users January 2010400 million users
Today:500 million users
Ranks #1 for time spent and page views - Compete's "Top 10 Sites Ranked By: Total Time Spent"
3rd largest country and only 6 years old
Fan pages, events, groups, individual status updates
www.facebook.com/babsoncollege(drive traffic to your website:7th, 5th and 8th in past 3 years)
Groups and Fan Pages allow for communication without
being “friends”
Facebook Student Communications
Students are compartmentalizing use of social media outlets Facebook: Strictly social networking Used to maintain long distance relationships and past friendships
√ Friend requests, wall posts, and messaging
Not used to network / find new contacts Other key features for on-campus use:
√ Events Planning and Marketing√ Photo Sharing
(2.5 billion photos uploaded each month)√ Groups
(Example: Auction of the Week)
UG Staff Guidelines: Friend Requests with Students• Do not initiate the request due to power of authority• Feel free to respond based on personal comfort level
Facebook and Education Abroad
Facebook Internationally
June 2010; provided by vincos.it
Twitter.com up 1105% from 6 million users to 73 million in one year Now at 190 million users 50 million tweets per day 600 tweets per second 63% of users < 35 years old 18-29 year olds are widest
adopters (14% of US population)
Variety of usage strategies customer service product/service promotion brand monitoring professional development
Twitter ProfilePromotional Structures
Organizational
Spokesmodel
Personal & Organizational Mix
Twitter Student Communications
Twitter: Mainly for personal connections Status updates Sharing of news and events
Students with public profiles more open to the platform as a connection tool
Marketing students and courses more fully exploring the usage of twitter
Organizations experimenting as a free marketing channel CAB Babson Players A few FME Businesses
Twitter and Education Abroad
Objective is to link business professionals and businesses together
Individual profiles
Ability to message without sharing personal contact info
Groups are designed to “help youstay informed and keep in touchwith people that share your interests.”
Groups serve as connections withthose with common interests
Groups/business profiles are more for connection vs. promotion
Discussions, recommendations, sharing of content
LinkedIn Examples
Babson College Community My Groups
1. Learn 2. Interact 3. Engage
LinkedInStudent Communications
LinkedIn: Professional networking
Students understanding the importance of collegiate networking
↓ Connecting with students NOW to leverage connections LATER
Best way to professionally connect with students
Students value the benefits of connecting to professionals
Teach and encourage students!
YouTube
Capture content whenever possible!
Blogs
Community Networks
Managing an Online Presence
Blogs
Web site
YouTube
Link to web site Promote via Twitter
and/or Facebook
Connect students to alumni and employers
Monitor jobs & career interest groups
Promote Events Link to web site
Promote all social media platforms Blog feeds Twitter feeds Embedded videos
Promote programs, web site and blogs Listen, Interact & Engage
Promote programs, web site and blogs
Groups for student interaction
Promote programs Share community stories Have fun!
Promoting StudentCreated Content
Leveraging non-sponsored student content Blogs Videos Twitter
Babson Example: Arming students with flip-cams for events and promotions
Social Media Takes Time
Adapted from work by Aliza Sherman and Beth Kanter
Tweetdeck Example
Discussion
What social media tools does your office currently use? How have they been successful or unsuccessful?
Which of these tools could you use for students studying abroad?
Before - During - After
Discussion Examples
Before Facebook
Promotion – Events and info sessions Engagement – With other students Community Building – With each other
Past Blogs
During Blogs – Students, faculty, and staff sharing experiences Twitter – Students, faculty, and staff sharing experiences
After Blogs – Debrief/cultural readjustment Facebook
Connection with each other post-experience with newly interested students LinkedIn
Market your experience Connect/network with alumni with similar experiences
Key Takeaways
Leveraging student created content Before - During - After Maintaining long-term network
1. Learn 2. Interact 3. Engage
Social media is conversation Conversation = Promotion Know your audience Clear objectives and measurable goals
Social Media as a Promotional Tool
Social Media as an Education Abroad Tool
Questions?
Don’t hesitate to contact us with any questions.
Gene Begin Vanessa [email protected] [email protected] Twitter:@gbegin Twitter:@vanessaTsmileshttp://www.linkedin.com/in/genebegin http://www.linkedin.com/in/vanessatheoharis
