An overview of YikYak, Snapchat, Periscope and Facebook Reactions and how higher education institutions can utilize them in their social media strategy. Presented at the College Communicators Association of Virginia and DC Winter Conference on February 26, 2016.

1. Planning for the next
generation of social media
Tiffany Broadbent Beker, William & Mary
Megan Hughes, Virginia Tech
Rob Pongsajapan, Georgetown University
?

2. https://vine.co/v/immFBFzAqvt

3. YikYak
• A location-based bulletin board (but can “peek” at other locations)
• Each post (Yak) can be up/down voted and commented on
• Anonymous (to a point)
• Active at 2,000+ colleges and universities
• As of January 2016 there is both a web-based version and mobile app

4. Yaks

5. Bullying, racism,
demeaning, sexually
explicit, harassing,
threatening
Bad jokes, random
questions, complaining
about work/relationships
Sex, drug use,
and shock humor
The Good, Bad & (Very) Ugly

6. The Good, Bad & (Very) Ugly

7. YikYak handles
https://blog.yikyak.com/blog/introducing-handles

8. YikYak Ideas
• Not for official university posting or promotional use
• Best used as a monitoring tool

9. Snapchat
• Messaging app for sharing short photos or videos (Snaps)
• Can add text, emoji and or drawings along with geofilters to a snap
• Snaps “disappear” after 24 hours (but can be screenshot)
• Can be shared directly with specific friends or strung together into a
public Story (series of snaps)
• Add friends either by username or Snapcode

10. Snapcode

11. Built in Geofilters

12. Special Event Geofilters

13. Community Geofilters
https://www.snapchat.com/geofilters

14. On-Demand Geofilters
Add event/time-sensitive geofilters…for a price
https://www.snapchat.com/on-demand

15. On-Demand
Geofilters

16. Snapchat Ideas
• Show event posters around campus
• Live event coverage
• Student (or staff or faculty) takeovers
• Behind the scenes & tours (art galleries/museums, sporting events,
theatre performances)
• Contests
• Casual place to interact/Q&A with prospective and current students

17. Snapchat
Takeover
https://www.youtube.com/watch?v=283teRkFpLw

18. Why?
A desire for authenticity and control

19. Periscope
• Live video streaming app connected with Twitter
• Can play back video for 24 hours (or download and upload to
another video service)
• Can watch via the Periscope app or directly in Twitter
See also: Facebook Live

20. Why Periscope?
Access
Ability to watch something
not normally accessible
Intimacy
Ability to feel connected to
the subject
Immediacy
Ability to connect with
something happening in real-
time

21. Periscope Ideas
• Campus tours
• Behind the scenes
• Faculty Q&A
• Live event coverage

22. Facebook Reactions
Facebook’s attempt to offer more nuanced responses (with less effort)
A quick scan allows you to see the general sentiment of the reactions to a post

23. Resources
General
• http://qz.com/613640/teens-have-a-smart-reason-for-
abandoning-facebook-and-twitter/
YikYak
• http://social.colostate.edu/2015/12/14/whats-up-with-yik-
yak/
• http://sproutsocial.com/insights/yik-yak-in-higher-
education/
• http://www.nytimes.com/2016/01/07/business/dealbook/
07db-streetscene.html
Snapchat
• http://bostoncollegesocialmedia.com/2016/02/11/
snapchat-101/
• https://snapchatstrategy.com/the-noob-s-guide-to-using-
snapchat-7359d534bc12#.ms3hkij5f
• http://social.colostate.edu/2016/02/18/snap-this-not-that/
• https://blog.bufferapp.com/snapchat
Periscope/Facebook Live
• https://www.facebook.com/facebookmedia/best-
practices/live