The document summarizes a presentation on crafting social media messages. It discusses using various social media platforms like Twitter, Facebook, YouTube and CoTweet to engage audiences and provide information to students, alumni, and the community. Specific tips are provided on developing a Twitter strategy for students, including writing style, frequency of posts, and sample tweet content and messaging. Metrics and best practices for social media engagement across campus are also mentioned.

1. ( Social Media
)

2. ( Presented By )
Stacy Lieberman
Joseph Karr
O'Connor
Paul Schantz
David Mascarina
Kevin Lizarraga
Juliette De Soto
Peter Medina

3. ( This Presentation )
Crafting messages
for social media

4. ( CSUN Conference
)
⊛ Tweetup: sign up using Twitter login

5. ( CSUN Conference
)
⊛ Tweetup: people watching lightning talks

6. ( Paul Schantz
Director of Student Affairs IT )
⊛ Twitter For Info-Snacking and Personal
Brand

7. ( Paul Schantz
Director of Student Affairs IT )
⊛ "Facebook is for following people you
know. Twitter is for following strangers"

8. ( Paul Schantz
Director of Student Affairs IT )
⊛ My Information Consumption History

9. ( Paul Schantz
Director of Student Affairs IT )
⊛ How do I use Twitter?

10. ( Paul Schantz
Director of Student Affairs IT )
⊛ A great news filter, and some caveats on
using it this way.

11. ( Paul Schantz
Director of Student Affairs IT )
⊛ Nice to tweet you!

12. ( David Mascarina
New Media Associate, VPAC )
⊛ Bringing audiences to the Valley
Performing Arts Center

13. ( David Mascarina
New Media Associate, VPAC )
⊛ News and Announcements

14. ( David Mascarina
New Media Associate, VPAC )
⊛ Making Conversations

15. ( David Mascarina
New Media Associate, VPAC )
⊛ Customer Service

16. Ma#y Tweets:
Developing a Twi#er
Strategy for Current
Students
Student Marke;ng
& Communica;ons

17. Content
Tweets are student focused.
Bookworms! Come browse the books at the Ovia3 Library's used book sale today: 9‐3pm.
Tweets broadcast immediately relevant material.
Grab your summer snack now! La Tienda is closing today at 4pm and will reopen July 5.

18. Content
Tweets showcase every type of interest: athle9cs, art galleries, employment, academics, etc.
Need a summer job? Employers are coming to CSUN to recruit. Check www.csun.edu/career daily to see who
will be here and when.
Summer Movie Fest starts this Thursday night with the Qmely “Independence Day.” Bring your own blanket!
h3p://bit.ly/ngJq7W
Tweets are informa9ve and interac9ve.
Last day for #CSUN Swapout! Trade a gently used sweatshirt or t‐shirt from a different school for a CSUN one.
h3p://bit.ly/ngJq7W

19. Content
Retwee9ng student tweets and promptly answering ques9ons are great ways to have an
interac9ve and informa9ve Twi>er page.
Finally got my room for @csunorthridge!!! Can't wait to move in and start college!! /via @eddiec24
^JO
Tweets are CSUN focused.
It's Friday the 13th. That means it's Fight Song Friday! h3p://bit.ly/ngJq7W

20. Wri;ng Style and Tone
Friendly, fun, informa9ve, personal.
From Ten University Accounts Worth Learning From:
“Twi>er accounts are always be>er when they’re personal. It’s all about the people anyway,
right? The tone for the @CarnegieMellon account is set from its profile descrip9on. It’s authen9c,
original, and all about the people.”
Up All Night is happening all finals week. Get your study on with free study kits, snacks, massages,
study rooms and acQviQes! h3p://bit.ly/ngJq7W
Make a Mother's Day crac for your mom like the good ol' days. h3p://bit.ly/ngJq7W

21. Frequency of Twi#er Ac;vity
Duplicate tweets sparingly. Beware of publishing the same tweet every day of the week or
several 9mes a day.
Try to publish no more than 10 tweets a day, spaced out through the morning, aTernoon and
evening, with our peak 9mes in mind: 11am‐3pm (Tweriod analysis).
Don’t post several tweets in a row.
A helpful tool is the scheduling func9on in CoTweet. If you can schedule in several tweets ahead
of 9me, you will be able to strategically map out your twee9ng schedule.

22. Happy Twee;ng!
Tweet.
Tweet.
Tweet.
Tweet.
Tweet.

23. Student Marke9ng & Communica9ons Contact Info
Julie>e De Soto: julie>e.desoto@csun.edu
Steven Campos: steven.campos@csun.edu

24. ( Kevin Lizarraga
Marketing Manager, USU )
Labor
⊛ Master Calendar

25. ( Kevin Lizarraga
Marketing Manager, USU )
Labor
⊛ Three Student Assistants
— 20 Hours/Week
⊛ Work with other internal/external
departments
⊛ Pre-Planning
— Delegation
— Systems
— Hootsuite

26. ( Kevin Lizarraga
Marketing Manager, USU )
Assessments
⊛ Ongoing Conversation
⊛ Rapid Feedback
⊛ Marketing Plan
— Ethnographic Studies
— Themes

27. ( Kevin Lizarraga
Marketing Manager, USU )
Ads
⊛ Switching ads
⊛ Cost
⊛ Target Marketing
⊛ Insights

28. ( Kevin Lizarraga
Marketing Manager, USU )
Contests
⊛ How do contests
work?
⊛ Low Cost
⊛ Big Turnout

29. ( Peter Medina
Web Producer, UA )
⊛ We provide a platform where our
followers talk about themselves in a
way that relates to the university and
how or why CSUN impacts their lives.

30. ( Peter Medina
Web Producer, UA )

31. ( Peter Medina
Web Producer, UA )
⊛ We provide a platform where people
explain to each other how CSUN is
helping prepare students for personal
and professional success.

32. ( Peter Medina
Web Producer, UA )
⊛ You can't pay for marketing like this: a
parent appreciates our FB updates.

33. ( Peter Medina
Web Producer, UA )
⊛ You can't pay for marketing like this:
how CSUN changes lives.

34. ( Peter Medina
Web Producer, UA )
⊛ We’re the most liked CSU campus on
Facebook. 20,000 new followers over
the last year. July 28, 2011: 35,049.

35. ( Peter Medina
Web Producer, UA )
⊛ Our participants consist of a range of
audiences, including prospective
students, current students, alumni,
faculty, staff, parents and family.

36. ( Peter Medina
Web Producer, UA )

37. ( Peter Medina
Web Producer, UA )
⊛ Our page fosters school spirit and
community.

38. ( Peter Medina
Web Producer, UA )

39. ( Peter Medina
Web Producer, UA )
⊛ We respond to student questions.

40. ( Peter Medina
Web Producer, UA )

41. ( Krishna Narayanamurti
Multimedia Producer, UA )

42. ( Krishna Narayanamurti
Multimedia Producer, UA )

43. ( Krishna Narayanamurti
Multimedia Producer, UA )
⊛ Official CSUN Channel on YouTube:
youtube.com/calstatenorthridge
⊛ established in 2008
⊛ as of July 25, 2011:
— 105 videos
— 236,289 views

44. ( Krishna Narayanamurti
Multimedia Producer, UA )

45. ( Krishna Narayanamurti
Multimedia Producer, UA )
Some of our most viewed videos:
⊛ CSUN in 30 Seconds
⊛ David Newman & CSUN Studio
Orchestra @ WB
⊛ Valley Performing Arts Center videos
⊛ CTVA Student Film Trailers
⊛ Earthquake coverage
⊛ Presidential Messages and Holiday
Cards

46. ( Krishna Narayanamurti
Multimedia Producer, UA )

47. ( )

48. ( Joseph O'Connor
University Web Manager, UA )
Partnership with SOARS - CoTweet
⊛ @csunorthridge: December 18, 2007
⊛ August 8, 2010: 1,736 followers
⊛ November 30, 2010: 1,927 followers
⊛ July 26, 2011: 2,936 followers

49. ( Joseph O'Connor
University Web Manager, UA )
⊛ Customer Service on Twitter

50. ( Joseph O'Connor
University Web Manager, UA )
⊛ Communication platform

51. ( Joseph O'Connor
University Web Manager, UA )
⊛ Fresno: Tweets fountain situation

52. ( Joseph O'Connor
University Web Manager, UA )
⊛ CSUN: sending our PD to help Fresno

53. ( Joseph O'Connor
University Web Manager, UA )
⊛ 2,000 new FB likes: priceless!

54. ( Joseph O'Connor
University Web Manager, UA )
⊛ Partnership with VPAC - Metrics

55. ( Joseph O'Connor
University Web Manager, UA )
⊛ Personal career development: following
insider conversations

56. ( Joseph O'Connor
University Web Manager, UA )
⊛ Trends: Google+ 10 million users,16
days vs. 800 days for Twitter/Facebook

57. ( Joseph O'Connor
University Web Manager, UA )
⊛ Don't forget universal design!
⊛ Describe pictures
⊛ #PascalCaseHashtags - MedialCaps
⊛ Caption video
⊛ Text easy to read, short, to the point
⊛ Use link shortener, but no tinyurl

58. Some Questions
⊛ We have around 100 Facebook
and 60 Twitter pages on campus.
What procedures/guidelines are
( )
needed to create a cohesive social
media presence?
⊛ Devise our purpose and strategy.
Why are we doing this?
⊛ Obtain more assessments on
usage.
⊛ How do we handle bad campus
news?
⊛ Consider TweetChat sessions?

59. Common Messaging
⊛ #CSUN brings learners together to make
sense of complex issues and turn that
knowledge into real progress.
⊛ #CSUN creates leaders who emerge
( ⊛
⊛
from the crowd - confident, resourceful,
optimistic.
#CSUN community members have a
stake, a say, and a role in making the
world better.
#CSUN has a commitment to
)
educational opportunity, inclusion, and
excellence extending the promise of
California.
⊛ #CSUN is preparing for the next
generation of careers.

60. Common Messaging
⊛ #CSUN is tackling the region's greatest
challenges, like keeping students in the
education pipeline and answering
workforce needs.
( ⊛
⊛
#CSUN is always listening and
constantly adapting - we are the ones
making real progress.
#CSUN - the only way forward is on a
path we navigate together. We are a
community of nimble learners. Everyone
)
has a stake, a say, role.
⊛ #CSUN knows what it takes because we
look ahead. We do what it takes
because we are part of a community.
We live in the solution.

61. ( )