The document discusses how the U.S. Department of Education's Federal Student Aid office uses social media to engage students and drive awareness of financial aid programs. It provides examples of Federal Student Aid's presence on platforms like Facebook, Twitter, YouTube, and Storify. The presentation also offers tips for how other organizations can leverage Federal Student Aid's social media content and measure the effectiveness of their own social media efforts.

1. Session 28
Leveraging Social Media to
Drive Awareness and Increase
Engagement with Students
Nicole Callahan | Nov. 2012
U.S. Department of Education
2012 Fall Conference

2. What have we been up to?
• Social media isn’t new anymore
(But it is evolving)
• Putting the customer first
• With that, drumroll please…
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3. StudentAid.gov Homepage
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4. Connect With Us!
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5. Facebook
www.facebook.com/FederalStudentAid
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6. Facebook
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7. Twitter
www.twitter.com/FAFSA
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8. YouTube
www.youtube.com/FederalStudentAid
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9. YouTube
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10. Storify
www.storify.com/FAFSA
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11. Storify
Source: Storify.com
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12. Visual.ly
www.visual.ly/users/FederalStudentAid
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13. Infographics
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14. Use Listening to Create
Better Content
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15. What is Online Customer Listening?
Every good conversation starts with good listening
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16. Getting Started…
Identify keywords
Set up your search
Be prepared
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17. Identify Keywords
KISS Consider Misspellings
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18. Set Up Your Search
Source: SocialMention.com
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19. Set Up Your Search
www.boardreader.com
Source: BoardReader.com
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20. Set Up Your Search
Source: alerts.google.com
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21. And As the Boy Scouts Said…
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22. You Can Listen Until You’re Blue in the Face
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23. Why do it?
How we listen and what we listen to affects how we strategize and respond to our customers.
Create Relevant Content
Listening To Our
Customers
Identify Key Customer Issues
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24. Create Relevant Content
We use online customer listening to:
Identify FAQs
Determine seasonal/timely content
Get feedback on our products and services
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25. Identify Key Customer Issues
Source: Twitter.com – All tweets public
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26. Increase Student
Engagement
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27. Visuals Visuals Visuals!
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28. Mobile
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29. Host “Office Hours” online
Source: Twitter.com – All tweets public
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30. Host “Office Hours” online
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31. Impromptu “Office Hours”
Source: Twitter.com – All tweets public
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32. Leverage FSA content for
you own Facebook, Twitter
and YouTube Accounts
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33. As My Mother Always Said…
Sharing is Caring
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34. Beg, Borrow & Steal (Really!)
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35. Add the @FAFSA Stream to Your Site
Go to: http://twitter.com/widgets (must be logged in)
COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by
@FAFSA</a>
<script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id))
{js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-
wjs");</script>
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36. Embed our YouTube Videos In Your Site
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37. Embed our Infographics In Your Site
Go to: http://visual.ly/users/FederalStudentAid
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38. StudentAid.gov/resources
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39. Measure the Effectiveness of
your Efforts
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40. How successful are you?
• The Big 6
• Potential Reach
• Engagement Volume
• Amplification Rate
• Engagement Rate
• Conversion Rate
• Impact Stories
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41. Impact Stories
Source: Twitter.com – All tweets public

42. QUESTIONS?
Keep in touch: FSANewMedia@ed.gov
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43. Resources
Federal Student Aid Social Media
www.facebook.com/FederalStudentAid
www.twitter.com/FAFSA
www.youtube.com/FederalStudentAid
www.storify.com/FAFSA
www.visual.ly/users/FederalStudentAid
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44. Resources
Resources on StudentAid.gov
StudentAid.gov/resources
StudentAid.gov/social
Customer Listening Resources
www.socialmention.com
www.boardreader.com
www.alerts.google.com
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45. Resources
Social Media Measurement
Potential Reach Engagement Volume
(# of posts) * (# of fans) # of comments, likes & shares
(# of posts) * (# of followers) # of mentions, replies, retweets & favorites
(# of posts) * (# of subscribers) # of comments, shares & thumbs up
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46. Resources
Social Media Measurement
Amplification Rate Engagement Rate
# of comments, likes & shares per post
Shares per post
Retweets per tweet # of mentions, replies, retweets & favorites per
tweet
Share clicks per post # of comments, shares & thumbs up per post
Conversion Rate
Number of clicks on the links in your social media posts
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