1. MASFAA 2013 October 6 th – 9 th, 2013 Indianapolis, Indiana You’ve Got A Social Media Site… Now What? Jayme Jarrett, Ohio Northern University Liz Gross, Great Lakes Educational Loan Services

2. What We’ll Cover Today Content  Types  How to find it  How to write it Finding Fans & Followers Account Management Tips Social Media Assessment Group Discussion 2

3. 3 Content

4. WHAT DO I POST? 4

5. Finding and Writing Effective Content Remember, you don’t have to write everything from scratch! Repurpose what you can from other sources Think about how the audience receives your social media content  Short  Conversational voice

6. Finding Content Potential third party sources  Federal Student Aid (FSA)  Scholarship announcements  News outlets  Other aid offices and servicers on social media  Check out this Twitter list: Twitter.com/MyGreatLakesFAP/lists/financial-aid- offices

7. Finding Content Curation is key!  Google Alerts  RSS Readers Feedly Digg Microsoft Outlook

8. Content Forms Blog

9. Facebook Posts - StatusFacebook Posts - Status

10. Content Forms Facebook Posts – Introduce a LinkFacebook Posts – Introduce a Link

11. Content Forms Facebook Posts – Photo CaptionsFacebook Posts – Photo Captions

12. Content Forms Videos

13. Tweets

14. Research What is your audience looking for? When do they want to know about it?

15. Headlines Make them want to click on it!Make them want to click on it!

16. Effective Introductions Be exciting!Be exciting! (Yes, even when the topic is financial aid.)

17. Tone

18. Be A Resource

19. Effective Content – Short and to the Point Make your point quickly Use lists, bullets, numbers, and visuals Remove URLs or unrelated link descriptions Break up content over multiple posts

20. Avoid Jargon These words should probably not appear in social media: But that doesn’t mean you can’t talk about them…

21. Writing For Social Media Let’s practice!

22. Writing For Social Media You want to say: The Office of Student Financial Services is required by federal statute to recalculate federal financial aid eligibility for students who withdraw, drop out, are dismissed, or take a leave of absence prior to completing 60 percent of the term. Recalculation is based on the percentage of earned aid using the Federal Return of Title IV funds formula.

23. Writing For Social Media You could say:

24. Writing For Social Media You could say:

25. Writing For Social Media You could say:

26. Writing For Social Media You want to say: Federal regulations require that all students who receive federal financial aid make Financial Aid Satisfactory Academic Progress (referred to as SAP) toward achieving a degree. For financial aid purposes, progress is measured by the student’s cumulative grade point average, percentage of credit hours earned in relation to those attempted, and the length of the academic program. If a student does not meet SAP standards, all federal and state aid could be lost.

27. Writing For Social Media You want to say: Federal regulations require that when a student is enrolled in a program that is one academic year or more in length, but is in a remaining period of study that is shorter than a full academic year, the loan amount must be prorated.

28. 28 Finding Fans and Followers

29. Find More Fans Build the momentum  Create word-of-mouth  Use student employees to spread the word on Facebook  Link to your page whenever you can Use the Facebook short link on printed material FB.com/YourPageName  Connect all your online properties

30. 30 Account Management Tips

31. Managing Multiple Accounts 31

32. Managing Multiple Accounts 32

33. Managing Multiple Accounts 33

34. Create an Editorial Calendar Valuable if you need to submit content for approval Keep track of hot topics & seasonal items Schedule Facebook & Twitter content in advance 34

35. Scheduling Posts - Facebook Click the clock in the bottom left to access scheduling options. 35

36. Scheduling Posts - Facebook Viewing scheduled (and prior) posts 36

37. Scheduling Posts - Facebook Tip: Treat scheduling like proof reading 37

38. Scheduling Posts - Facebook Editing scheduled status updates or links 38

39. Scheduling Posts - Facebook Editing scheduled images 39

40. Scheduling Posts - Twitter Must use a tool like Hootsuite or Tweetdeck 40

41. Scheduling Posts - Twitter Editing scheduled tweets 41

42. 42 Social Media Measurement

43. Why Social Media Assessment? Assessment allows you to: Tie your social media efforts to your goals Improve your social media tactics Evaluate your social media strategy Tell a story about your office’s efforts and students’ response How? By measuring what matters!

44. Start With Your Goals Examples of social media-specific goals  Reach 50% of the undergraduate class with financial aid information  Engage students in conversation about financial literacy  Increase attendance at exit counseling programs  Increase readership of articles on the financial aid website

45. Poll What are your social media- specific goals?

46. Measure What Matters Reach  The number of people who see your posts Why?  If you’re posting and no one is seeing it, why bother? How to measure  Facebook Insights

47. Measurement Techniques Reach – Facebook Insights (page level)  Page level

48. Measurement Techniques Reach – Facebook Insights (post level)

49. Measurement Techniques Reach – Facebook Insights (best post types)

50. Measurement Techniques Reach – Facebook Insights (best post time)

51. How I Use It: Reach Refining Content Strategy  Schedule posting based on when fans were online the previous week  Tailor content types to those with the most reach Trend  Goal is to increase reach over time

52. Measure What Matters Engagement  Number of people who interacted with a post  Facebook: like, comment, share, click  Twitter: reply, retweet, favorite Why?  If your goal is to engage in conversation, this metric is important How?  Facebook Insights  Twitter Analytics

53. Measurement Techniques Engagement Simple EngagementTrue Engagement

54. Measurement Techniques Simple engagement - Facebook

55. Measurement Techniques Simple engagement – Twitter  Replies + Retweets + Faves = Interactions

56. Measurement Techniques True Engagement – Facebook

57. How I Use It: True Engagement Refine Content Strategy  Identify highly engaging content Examine topic, type, posting date/time  Attempt to replicate

58. 58 Group Discussion