This presentation provides Career Services staff in the Private Postsecondary sector of Higher Education 5 practical ways to leverage social media to optimize their ability to achieve their expected Career Center results. These methods allow Career Services professionals ways to better serve students and Alumni, enhance professional development, improve constituent engagement, optimize employment rate (placement) reporting, improve research ability, and model and teach 10 basic steps towards establishing, measuring, and monitoring an online personal brand. This was a presentation given at the 45th Annual Arizona Private School Association, a session at the 2012 APSCU Convention, and other private career services training sessions.

1. Does Your Career Center
Speak #Hashtag?
How to Leverage Social Media
A presentation for Career Services
Professionals in the Career College Sector
Robert Starks Jr.
Vice President of Learning Initiatives

2. What’s a #Hashtag?
“The # symbol, called a hashtag, is used
to mark keywords or topics in a Tweet to
categorize messages.”
- Twitter help Center

3. What’s Social Media?
Web-based tools that facilitate
human interaction

4. Who Am I?

5. Google Says…
• No, I’m not Iron Man
• I love #SM
• I Blog: www.Careertipster.com
• I Tweet: @robertstarksjr
• I’m a Connector: 500+ on #LI
• I DJ
• I Love to travel
• I’m passionate about
Career Development

6. Social Media: Why Care?
• 96% of College Students are on Social Media
(OnlineEducation.net, 2011)
• 16.6% of all online minutes are on Social Media (comScore, 2012)
• 1.2 Billion global mobile-broadband subscriptions
(dotmobi, 2012)
• 1 Billion people will be on Facebook by the end of 2012
As you read this, it is already outdated

7. Game Changers for Society
Telegraph
Telephone
Radio
Television
Computer
Internet
Social Media

8. Human Interaction Has
Fundamentally Changed
How are You
Adapting?

9. How Employers Use Social Media

10. Source: Inavero and CareerBuilder Survey, Webinar, 2011

11. Problem
• Do graduates not understand the importance?
• Do graduates not understand how to use #SM?
• Are graduates uninformed?
Career Advisors must be trained
Career Advisors must Intervene

12. How Employers Use Social Media

13. Online Reputation Management is an Industry

14. Problem
Career Advisors
need an entirely
new set of skills.

15. 5 Ways Career Advisors Can Leverage
Social Media
1. Communication & Data Mining
2. Skip Tracing
3. Personal Development
4. Personal Branding
5. Job Search

16. #1 – Communication & Data Mining
Career Advisor Student/Graduate

17. It’s Not Just Conversation - It’s Data
Source: Yelp

18. Data Mining
The process of analyzing data
and summarizing it into useful
information to be used to
accomplish a goal.

19. Example:
You’re trying to help a graduate and
accurately document employment but
the graduate is non-responsive. The
reality is that you must find a way to
engage them to do your job. Try data
mining and transforming that data to
strategic engagement.

20. What Useful Data Do You See?

21. How do we transform
seemingly meaningless data
into strategic engagement?

23. #2 - Skip Tracing
The process of locating a
person's whereabouts for
any number of purposes.

24. TOOL DIFFERENTIATION WHEN TO USE IT?
KGBpeople.com • 20 social networks “MIA” Graduate is Non-
• 6 search engines responsive.
• 5 photo and video sources • Known Name
• 6 personal data sources • Known general location
Lullar.com • 23 social Networks “MIA” Graduate is Non-
• Smaller, Niche networks responsive.
• Does Username Guessing • Known Name
• Known Email
Facesaerch.com Scans web for Face Photos “MIA” Graduate is Non-
responsive
• Known Name
Pipl.com • Scans major social networks “MIA” Graduate is Non-
• Provides Images & Options responsive
to Narrow search by • Known Name
age/location • Known Username
• Scans Amazon Wishlists • Known Email
• Scans Ebay profiles • Known Phone
• Known general location
• Known Age range

25. #3 - Personal Development
“The present speed of
information based on new
technologies has undermined
traditional expert driven
processes of knowledge
development and
dissemination”
-Dave Cormier
Blogger

26. The “Sage on the Stage”
isn’t the only way to
learn. Books aren’t the
only resources.

27. If the Internet were a Book
It would be 1.2 billion
pounds and 10,000
feet tall

28. BUT…
“Getting information
off the internet is like
taking a drink from a
fire hydrant.”
- Mitchell Kapor

29. “It’s Not Information Overload.
It’s Filter Failure.”
- Clay Shirky

30. Design Your PLN with Intent

31. Social Media Allows Access to Experts

32. How to: Design a #PLN on Twitter
1. What Do you Want to Learn?
2. Find Thought Leaders
3. Follow Them
4. Create Lists to Organize Streams
5. Consume the Content (Learn)
6. Engage and Share (Relationships)

33. How To Find Thought Leaders on Twitter
• You Already Know Some
• People who Inspire, Teach, Intrigue You
• Twitter Directories

34. #4 - Online Personal Branding

35. 10 Steps
Step 1: Google Yourself

36. Step 2: Clean Up Existing Accounts

37. Step 3: Brand Existing Accounts
Consistently

38. Step 4: Stake your Claim on Your Name
Your Digital
Footprint:
It’s Important!

39. Step 5. Identify your Niche

40. Step 6. Have a Goal in Mind

41. Step 7: Find and Engage Thought
Leaders

42. Step 8: Broadcast with Purpose

43. Step 9: Develop Your Own Influence

44. Step 10: Measure & Monitor
• How Do You Measure a Personal Brand?
• Remember your Goal
• What can be Quantified?

45. Tool for Beginners
www.mywebcareer.com

46. What’s a
Listening Post?

47. Tools for Listening

48. #5 - Job Search
Traditional Job Search Reverse Job Search
(Outbound Marketing) (Inbound Marketing)
Resume Website, Blog, Ebook,
Whitepaper
Cover Letter Youtube Video
Cold Calling Employers Personal Branding (SEO)
Career Fairs Professional Networks
Email Blasts Feeds, RSS (Blog subscribers)
Strategy is to: Strategy is to:
Search and Find Place, Engage and be Found

49. Old Mentality New Mentality
“It’s not what you “It’s not who you
know, it’s who you know, it’s who
know” knows you and
what do they
know about you?”
How are you
managing this?

50. Takeaways
• #SM isn’t just important – it’s a game changer
• Digital Media Literacy – Advisors must have it
• It’s not just technology – it’s culture & relationships
• Data mining can improve engagement
• Connect with those who fall off the map
• Learn from other experts and engage
• Personal branding is a must – to model and teach
• The new job search is about inbound marketing
• Prepare for the Future – Training is necessary

51. Want to Learn More?
Online Course
Developing a Social Media Strategy for Career Services
• http://bit.ly/CS104
Add me to your #PLN and book me to speak
• @robertstarksjr
• roberts@maxknowledge.com
• Subscribe: Careertipster.com
• Careercollegelounge.com – The Social Learning
Network for the Career College Sector

52. Questions & Discussion
www.maxknowledge.com
www.careertipster.com