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Student Affairs Social Media Policy

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by

Tracey Eastman

on 9 March 2011

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Transcript of Student Affairs Social Media Policy

UB Student Affairs
Social Media Survey Define how we should use social media Establish a social media policy Career Services
Counseling
Disability Services
Housing
Health Services
Judicial Affairs & Student Advocacy
New Student Programs (Orientation)
Off Campus Student Services
Parent Programs
Student Life (diversity, leadership, community service, marching band, student union, student activities)
Wellness Education Preferred Social Media Rarely Used
LinkedIn
Flickr

Never Used
MySpace

Gaining Traction
Foursquare Student Affairs had 60+ social media sites Not using social media as a discussion forum
Developed "The Experience"
Cross promoting Student Affairs programs/services
New content virtually every day: photos, videos, factoids, "Just now at UB"
Consolidating pages by topic
Eliminating redundant pages and pages without appeal
Enhanced pages for high value/high content topics
Turnkey training for administrators "UB leaders don't use social media; doubt benefit"
"Floodgates of criticism; damage to brand/reputation"
"Sets expectation of 24/7 service"
"I won't be able to respond to students in crisis in a timely manner"
"Duplicates what's already on the web"
"Don't have manpower or expertise to manage" Early Adoption Challenges Primary reason units don't want social media presence? Lack of manpower Mass creation of Facebook and Twitter pages
Lack of message control
Pages with no content; rarely updated
Handful of fans
Untrained content managers
Duplication of effort
Inappropriate use Why do you want a social media presence? educate students in subject matter
advertise events and programs
build pride in UB Measurement # fans or "likes" compared to other SA pages
Amount of discussion
Attendance at events and programs Obstacles to Success Need expertise to manage
Eliminate need to update content on both social media AND webpages
Need skill to build custom applications
Need Manpower - no one has dedicated resource
Need Training - appropriate response, technical, privacy, content mgt
Need organization to ensure efforts aren't duplicated Strong desire to use social media for: Emergency communication
Venue for students to ask questions
Central place for FAQs and info
Share photos, videos
Convey a deeper, wider UB experience Me-too Rush "Why don't they love me?" Frustration over lack of fans
Cost/benefit low
Current Approach UB Student Experience student-centric design
event calendar
Need to Knows
Contests & Polls
Photos, videos, Factoids Student Services & Programs 2 Social Media Surveys
Students (myopinion)
Student Affairs Units STUDENTS
"How do you Stay Connected" Unit Managers Most Common Uses
- Stay in touch with friends
- Share photos/videos "Keep content and photos changing all the time"

"Twitter would be great as long as it's constantly updated."

"Quality video is important"

"Let's me tag my friends in photos"

"Avoid having long blocks of words - students will just ignore it"

"Tells me what's going on at UB"

"Tie in Twitter and Youtube with design"

"Factoids about UB but short and sweet - not long boring"

"Need to have incentives" Operational Challenge
Web page development on hold
Social Media is more dynamic medium for web content 400+ programs & events each semester University Services Campus Dining & Shops
Parking & Transportation
Special Events
University Police facebook.com/whatsupub
Youtube.com/ubstudentaffairs
Twitter.com/whatsupub
Full transcript