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Social Media Strategies for Higher Education: Engagement Over Fundraising

This document provides insights from a social media discussion held on June 12, 2012, outlining effective strategies for higher education institutions. Participating organizations such as the University of Texas at Austin, Cornell University, and others shared innovative ideas focused on student engagement rather than fundraising. Successful tactics include live streaming events, leveraging emotional connections through nostalgia, and utilizing platforms like Facebook, Twitter, LinkedIn, and Instagram. The importance of setting measurable goals and monitoring analytics to improve social media performance is emphasized.

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Social Media Strategies for Higher Education: Engagement Over Fundraising

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  1. Notes from CASE Social Media Wednesday | June 12, 2012

  2. Participating Orgs/Schools • mStoner-communications strategy for higher ed • University of Texas at Austin • Cornell University • Loyola University Chicago • Northwestern University • Webster University

  3. Good Ideas • Facebook • Setting goals around engagement, not fundraising (Success stories limited mostly disaster relief and Obama 08) • Getting graduating seniors to join your Facebook page • Live streaming big campus events • Latch on to specific stories over a period of time • Young alumni tend to latch on to specific emotional connections rather than institutional news; Use nostalgia

  4. Good Ideas • Twitter • Tweeter feeds from the university president or a beloved professor work really well • #RightNowhashtags, where users tweet what they are doing right now, have worked really well • Syracuse tweets from a person rather than the institution • LinkedIn • Career services office have seen a lot of success on LinkedIn • Check to see that every group members is an alumni

  5. Good Ideas • LiveStream.com • Popular platform for streaming live events • Instragram • Instagram photo contests are very popular • YouTube • Consistently monitor videos that students have posted, and reuse this content

  6. Bad Practices • Stop adopting new technology for the sake of it • Stop starting new accounts • Stop inappropriately using third party posting tools • Outsourcing social media to outside agencies • Blogs - Ban 'X ways to do this' or Questions that have obvious answers 'Should you be on Facebook'? • Posts for the sake of posts, without content

  7. Analytics Goal Setting • Increase engagement by _% • Drive x number of people to website • Drive x number to gifts Key Performance Indicators (KPIs) • Feedback, likes, follows, pageviews, conversions

  8. Analytic Tools Google Analytics • Social Interaction Tracking - tracks what content is shared on your website • Google URL builder - sets up specific campaigns - content+source of traffic+ specific links Facebook Insights • People talking about this - someone has shared a piece of content from your site • Engaged users - number of people who clicked or view a post • Real value is in exported data Klout and Kred measure Twitter engagement and reach

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