Social Strategy for Two-Year Colleges

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Social StrategyBuilding Relationships One Tweet At a Time

Monday, October 19, 2009

Communicating Today

Things are a bit different

85% of college admissions offices report they use at least one form of social media:

61% social networking

48% video blogging

41% blogging

48% video blogging

41% blogging

36% message boards

48% video blogging

41% blogging

36% message boards

16% podcasts

48% video blogging

41% blogging

36% message boards

16% podcasts

10% wikis

UpTake now has 20 million consumer reviews of the hospitality industry

Arkansas has 502,880 18+ Facebook users

Arkansas has more than 25,000 Twitter users in Little Rock

Don’t Get Lost in the Crowd

What’s Your Goal?

Specify an outcome (To increase, to decrease, to maintain)

State the level of change (from 10% to 20%)

Set a target date (by December 2010)

Measurable Objectives

What Is Your Objective?

Create awareness?

Encourage connection?

Inspire loyalty?

Create ambassadors?

“Strategy without tactics is the slowest route to victory. Tactics without strategy

are the noise before the defeat.”

- Sun Tzu, The Art of War

Set Your Strategy: How Are You

Getting There?Monday, October 19, 2009

Who are you trying to reach? Parents? Current students? Potential students? Alumni? Business professionals? Area residents? Where are these people online?

Go back to those goals and objectives. What spells success for you?

What tools can you manage best with your time and resources? What will be the best ROI for you?

Relationship Building: Two-Way Communication

Two-Way Communication

Initiate conversation

Ask for feedback and response

Maintain dialogue and interaction with your brand

Remember!

Long-term relationships do NOT start with

short-term campaigns.

But short-term campaigns are READILY

supported by long-term relationships.

- Todd Defren, @TDefren

Things I’m Continually Learning

Be Real.

CharityWater.orgtwitter.com/scottharrison

Post frequently and consistently.

Arkansas Repertory Theatretwitter.com/theRep

Be valuable.

QuickBookshttp://community.intuit.com/quickbooks

Listen. Listen. And listen some more.

Southwest Airlinestwitter.com/SouthwestAir

Then Respond.

Dell’s IdeaStormwww.ideastorm.com

Think beyond your doors.

Adobehttp://blogs.adobe.com/jnack/

Integrate Your Tools.

Whole Foodshttp://blog.wholefoodsmarket.com

Whole Foodswww.wholefoodsmarket.com/video

Whole Foodstwitter.com/WholeFoods

Whole Foods Little Rocktwitter.com/WholeFoodsLTR

Make time to tweet.

Starbuckstwitter.com/Starbucks

General Motorstwitter.com/GMblogs

Embrace the negative when it comes

(because it will).

Whole Foods CEO Blogwww.wholefoodsmarket.com/blog

Engage. Engage. Engage.

Buy a handheld camcorder.

Measure.

Communiversitywww.communiversity.com

Unigowww.unigo.com

College Prowlerwww.collegeprowler.com

Campus Buddywww.campusbuddy.com

Rate My Professorswww.ratemyprofessors.com

The College Blog Networkwww.thecollegeblognetwork.com

STuVuwww.stuvu.com

YouTube EDUwww.youtube.com/edu

The University Reviewwww.theuniversityreview.com

Higher-EducationCase Studies

Wittenberg Universitywww9.wittenberg.edu/wittnation

University of Minnesota Carlson MBA Programtwitter.com/CarlsonMBA

Smith Collegewww.facebook.com/smithcollege

Capital Universitywww.willyou.capital.edu

Olivet Nazarene Universitywww.seewhatsonu.com

Random Resources

Beth Kanter’s Nonprofit Social Media Bloghttp://beth.typepad.com/beths_blog

Mashablewww.mashable.com

KDPaine’s PR Measurement Bloghttp://kdpaine.blogs.com

Brian Soliswww.briansolis.com

Forrester Research “Groundswell” Bloghttp://blogs.forrester.com/groundswell

Todd Defren’s PR-Squared Blogwww.pr-squared.com

HootSuitewww.hootsuite.com

TweetDeckhttp://tweetdeck.com/beta/

Natalie Ghidotti, APR@ghidotti

natalie@ghidotticommunications.com