This document discusses using social media for customer service in a university financial aid office. It notes that many students and parents are active on social media and that financial aid is a major investment that can cause confusion. It recommends that universities use social media to both provide information proactively and respond to questions reactively in order to be available to customers where they are online. It then provides examples of social media tools that a financial aid office could use for these purposes, including creating a Facebook page, monitoring comments on Facebook, having a Twitter presence, monitoring mentions on Twitter, writing a blog, and using formspring and Tumblr to answer questions.
2. Why we do it
Social media serves as
the new “commons.”
People use it as their
megaphone.
They are our customers
Two primary
demographics- students
and parents- are active
on social media
3. Financial Aid Niche
Parents and students
Major investment
Confusion
Different expectations
4. What can Social Media do for
you?
Provide information
Respond to questions
5. Proactive vs. Reactive
Both
Conversation
Big ears, big eyes, small
mouth
Availability is key
6. But wait!
I don’t…
Have time
Have budget
Know where to start
Want to mess up
