Winning Higher Ed Social Media Engagement Tactics
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This document discusses strategies for improving social media engagement for higher education institutions. It provides data showing higher ed institutions generally have lower social media engagement rates than brands. It then outlines several recommendations for increasing engagement, such as posting more images and videos instead of just text, being more authentic and adding humor, engaging with current events, and understanding the different strengths and audiences of various social media platforms. Case studies are presented of schools that implemented these strategies and saw engagement increases of up to 2x on platforms like Facebook, Twitter, and Instagram.
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Winning Higher Ed Social Media Engagement Tactics
- 1. Winning Higher Ed Social Media Engagement
- 2. “We need more engagement!” “How can we get more shares?” “Why aren’t our posts getting likes?” “How can we make our posts go viral?”
- 3. Likes: 7,200 Shares: 600+ Comments: 250+ Page Likes: 260K+ Time of day? Single image vs. multiple? Likes: 745 Shares: 45+ Comments: 18 Page Likes:405K+
- 8. Back to School: Class of 2020
- 11. 2xEngagement on Twitter and Facebook 1.15xEngagement on Instagram II
- 13. In a competitive landscape of 8 schools… 2nd largest following 7th in engagement
- 14. We can do better.
- 16. More images & videos with posts Don’t hide the content More engagement with students More humor and authenticity Content is for them, not us Take advantage of real world (or internet) events
- 17. After 3 months of implementing these changes….
- 21. The Olympics
- 22. The Olympics 1.6xEngagement on Facebook
- 23. Doesn’t have to be the Olympics!
- 24. Be Real. Be Funny.
- 26. It works! It shows your school’s personality.
- 31. Baby steps….
- 32. Keep an eye on what’s #trending…
- 34. Know Your Medium
- 35. Small schools, big engagement
- 36. #17 overall #35 overall #39 overall 4,000 1,000 4,250
- 37. 18,000+ Facebook likes 5,000+ Twitter followers 4,700+ Instagram followers Top performer- Instagram
- 41. Step Back. Prioritize. Take Advantage of Calendar. Know Your Platforms.
- 42. upandup.agency/engage Download the Higher Ed Social Media Engagement Report
Editor's Notes
- Does your Monday morning conference room sound like this? More engagement….. Or worst of all, let’s make our posts “go viral”- shudder.
- Stats. Quality very similar, Was it time of day? Single image vs. multiple? Lower right image on a page that has 405K+ likes….
- The answer? We talked to the head of social for the image with more engagement. They paid for it. Promotion…. So there’s your answer. Want more engagement? Bust out your wallet. Good talk. If only it was that easy!
- Methodology Opportunity- engagement in higher ed “Back to school” Small changes, big improvement- success story Humor & authenticity Small school, big engagement Wrap-up
- Brag on our client a bit Background- CASE III Workshop- asked us to look at their social Used Rival IQ, provided some high-level recommendations Going through some reorganization and getting their strategies together
- 8 schools in their competitive landscape Nearly last in engagement among big competitors
- Looking through their Twitter feeds… All the ow.ly…. Not many images.
- Great image in the article, that they could have used….
- Why do we not use humor and be authentic? Because of fear….of ending up on a list of fails, or having to do damage control.
- Humor is not a strategy. It’s part of your authentic brand and content strategy. Why be funny? It works, it shows your personality. Often, the most memorable campaigns & interactions are humorous. For your target audience, it’s a golden opportunity.
- Evangel- client, private Christian school If they can get away with this humor, so can you :)
- Always good to connect with students with a bit of humor 11 RTs, almost 80 favs
- Baby steps…. Test the waters a bit with current students Think lighthearted, not sarcastic…no sarcasm font on social media
- Keep an eye on “Internet events” and what’s trending, and play off those events…makes it easier.
- Dorm life, #collegeprobs… Start with what’s familiar
- Pay attention to your medium/platform when using humor. Content is king but context is queen. Facebook, Twitter, Instagram, Snapchat, YouTube, Tumblr- SURE! LinkedIn? Press releases? Not so much.
- Social all part of a smart content strategy Example- Home page
- Social all part of a smart content strategy Example-#OMGSMC- from undergrad admissions page Taking a bit of a risk, and it’s paid off. Imagine bringing that up in a board meeting….