Social Media Within the Higher Education Industry

SOCIAL MEDIA
WITHIN THE
HIGHER EDUCATION
INDUSTRY

Allison Werner @ALLIEMWERNER
Jennie Pikowsky @JPIKOWSKY
Erin Tye @ERINJTYE

HASHTAG #SMHE

Wednesday, December 7, 2011

“THE HIGHER EDUCATION SECTOR HAS
ARGUABLY NEVER NEEDED MARKETING
AND COMMUNICATIONS PROFESSIONALS
MORE THAN THEY DO NOW.”
The Guardian Higher Education Network


INTRODUCTION
Colleges everywhere are using SM to connect with
current students, future students, and alumni.

“ According to a recent study by the Center for
Marketing and Research at Umass Dartmouth,
100% of universities surveyed use SM to
communicate with students, up from 61% in
2007. Also, 98% of the surveyed colleges have a

”
FB page and 84% have a Twitter account.


PRESENTATION
OUTLINE
• Useful Statistics

• Unique Cases of University Success Stories

• Whatʼs Going on Now

• Lessons From Higher Education Professionals

• Whatʼs Next?


YOUTUBE VIDEO:
Social Media & Mobile Statistics for Higher Education


TOP PERFORMING SCHOOLS

(Plus! Oregon State and University of Miami)


STANFORD UNIVERSITY
• Stanford University is one of the most
active schools using Google+

• In addition to its main page, Stanford has
pages for Stanford Hospital Clinics,
Stanford Lively Arts, Stanford Engineering,
Stanford Creative Writing, and
Stanford Law Library

{ QUESTION FOR THE AUDIENCE:
What are some ways schools might take
advantage of Google+? }

GOOGLE+ BRAND PAGES
• Created to connect people with people

• Google+ Brand Pages exist to help us build
relationships with everything we care about — and
they're perfect for universities.

• Universities are still testing the waters.
# • Advertising tool for prospective students, #
# • Engage with current students
# • Boost school spirit.
# • Use niche pages to reach niche audiences


UNIVERSITY OF WISCONSIN-
MADISON
• Alumni, Will and Jenny Hsu, used social media to
amplify the power of their donation.

• For every new Facebook friend or Twitter follower, they
donated $1 to the Great People Scholarship

• Raising nearly $20,000 by the end of the campaign.

• This “link between a donor, scholarship funds, and social
media was the ﬁrst of its kind in higher education.”
The Guardian Higher Education Network


UC BERKELEY
• Impressive YouTube Presence

• More than 1,300 Videos

• 5,232,557 Channel Views

• Much like Stanfordʼs G+ pages, UC Berkeley sliced
up their audiences with three unique YouTube
channels:#
! • UC Berkeley Courses
! • UC Berkeley Events
! • UC Berkeley Campus Life


OREGON STATE
• One of the most active college
Facebook proﬁles
#
• 85,220 Likes Compared to
Syracuse University page at 75,544

• Aggregates Visual Blog, YouTube,
Twitter, Admissions all in one place


OREGON STATE
POWERED BY ORANGE
"What's Powered by Orange?
It's you -- the network of alumni,
students, faculty, staff, friends
and fans connected to Oregon
State University. It's the positive
impact you make every day in
Portland and beyond -- on the
economy, the environment and
the community."

OSU social media directory

SCHOOLS APP
• "The Schools App is a private Facebook community
designed to help students make friends, share
interests, and get involved on campus."

• Primarily targeted at incoming freshman and current
students

• Creates a branded online space for students to
connect with each other and interact about their
college experience


SCHOOLS APP


UNIVERSITY OF MIAMI

• On 2/18/11, All Athletic department communications
were conducted via social media.

• Incorporated Facebook, Twitter, and “14 hours of
live video chats that combined CoverItLive and
UStream.

• Could become a weekly occurrence for UMiami

• UMiami may start to factor "virtual attendance" into
total game attendance tallies.


UNIVERSITY OF MIAMI

“
The lines between Communications and Marketing
are becoming blurred more by the day. We chose
Feb. 18 as Social Media Day because that was the
day of our baseball season opener. It was an event to
wrap another event around. We had a 3,800 fans at
the baseball game and another 5,000-plus watching
our ﬁrst-ever three-camera live stream at Alex
Rodriguez Park at Mark Light Field. How far away are

”
we from counting our (virtual) attendance as 8,800?

17


WHAT SYRACUSE IS DOING
"It's not even a matter of importance, it's crucial. If
you're not doing it there is such an unbelievable
missed opportunity there."
- Kate Brodock

#44Social


SU MOBILE APP
• Latest SU news and information about important
University events
• Mapping: users can see what SU buildings are near
their current location. SU Maps uses Foursquareʼs
API with Google Maps
• Library: search and access library resources
•
• Directory: search for faculty and staff, then email or
call them with one tap
• Social Hub: aggregate of latest twitter feeds from SU
• Weather: current Syracuse weather outlook
• Quick ticket: request tech help from ITS


BEST PRACTICES
Alyssa Webb [Social Media Coordinator] & Amanda Booren
[Director of Communications and Publications]
San Jacinto College.

• Integrated Marketing is NOT Optional

• Facebook Pages and the Schools App DO Live in Harmony

• Cross Departmental Communication is Key


WHAT’S NEXT FOR SU
"The big thing is getting creative! Social media is
important but you want to do it right; having no
presence at all is actually better than doing social

?
media poorly."
- Dan Klamm

Goals:
-SM command center
-Social media mashup site
-Campus wide education series
-Google +
-Digitally connect classrooms
-Expand FB


TIPS FROM THE EXPERTS
Advice from Kate, Dan & Kelly

“ • BE EXPERIMENTAL
• INTEGRATE THE BUSINESS WORLD
• DO IT RIGHT
• CREATE A STRATEGY

”
• GET ADMISSIONS INVOLVED


Social Media Within the Higher Education Industry

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