Social Storytelling, Student Orientation, and a New Way to Knowledge (TIE3)

Each year, new-student orientation is a blur of new people, new places, and (lots and lots) of new information that is overwhelming at best. This makes delivering content that is both educational and entertaining a perennial challenge for orientation planners, which is where social media comes in. By now we’re all using social media to market our institutions, but what about using it to engage and teach our incoming students? At Penn State, incoming students learn about technology resources at the university by following Jordan, an imaginary student, on his social media journey through the technology resources, failures, and (ultimately) successes during his first year at Penn State. Complete with corny humor and silly gifs, the presentation makes potentially dry content relatable and memorable, and gives students both a physical and digital way to engage with Jordan through in-person questions and a hashtag challenge in the backchannel. In this session, Montminy and Motycki will discuss how you can use social media, storytelling, and student presenters to increase student engagement, interest, and retention during orientation sessions. They will walk attendees through the strategy behind this approach, how it was executed, and the positive (and lasting) impact this session had at the university.

Fostering A Culture of Collaboration and Learning Among Social Media Managers (TIE4)

Only a few years ago, New York University lacked a central team to oversee its social media presence, and there was very little sense of community among social media managers in various departments across the university. Through the creation of a new position and a Social Media Ambassadors group, the university has dramatically refocused its efforts in the social media realm -- and achieved some striking results. Two actions played a key role in these successes. First, the New York University Social Media Ambassadors group was formed in 2012, and now counts as members more than 175 community managers from across NYU. From online meetings and knowledge sharing through the use of Google Groups to in-person meetings twice a semester -- featuring presentations from representatives of industry giants such as Facebook, Twitter and Instagram -- the group has created a professional development opportunity for NYU’s community managers to share and learn. Secondly, social media training was implemented through the use of NYU's iLearn program, as well as one-on-one and group consultations with school and department employees. The opportunity to learn, share, and lead has led to an increased interest and sense of community in social media across the university's global campus. This presentation will provide guidance on creating community of learning and leading, tips for forming a collaborative university group of your own, and lessons learned over the course of the past two and a half years.

Check Yo Self(ie): Connecting with Students Through Engaging, Meaningful Social Media Campaigns (TIE5)

Gone are the days when we could get away with sending out a tweet to a news release or posting a mugshot of an award-winning faculty member on our Facebook page. Leadership demands results and, when it comes to students, we need to think outside the box to engage them and build our brands (and ambassadors). Learn how Indiana University-Purdue University Indianapolis went from a social media graveyard to a thriving online community thanks to creative campaigns such as "50 Things to Do Before You Graduate," "Positive Post-It Day," and an April Fools' Day prank that saw cats roaming the campus.

Learning to Live with the Anonymous User (MCS5)

Yik Yak, Fade, Secret, Erodr, Cloaq, Whisper, Jah -- just to name a few. If you haven’t had to deal with issues arising from one of these anonymous social apps, consider yourself lucky. However, if we look through the negativity and shocking posts that stems from allowing “anonymous” usage, is there something we can learn? - What is it about these apps that have students coming back for more? - When is the right time for the institution to step in and do something? - Where should the line be? - How can we leverage the platforms for good? - Why can't we use the same addictive techniques? During this presentation, we will explore the dark back room that is the anonymous social app and discover that it doesn't have to be a place of filth. Attendees will walk away with a better understanding of how to manage anonymous social apps on their campus, how to use the power of anonymous for good, and how to handle issues when they do arise.

Tragedy, Pitchforks and Twitter: Managing Campus Crises on Social Media (MCS7)

It was a tough spring at University of South Carolina. With a campus shooting, blackout, and a student incident that went viral, in addition to weather-related updates, the social team has been busy... busy learning lessons on how to manage mobs, keep parents calm, and provide timely communications in complicated situations. Being strategic and staying on brand can happen in times of crisis. In this session you'll learn: • How to work with executive leadership to get messages out without the paralysis of crafting the "perfect" message. • How to manage a mob and keep a cool head. • How to move forward and get back to normal after the worst case scenario.

Looking Good, Looking Forward: Tips and Tricks to Give Your Content a Visual Makeover (UAD8)

We live in a visual world. With the growing popularity of apps such as Instagram and Snapchat -- and with Facebook and Twitter becoming increasingly more image-driven -- it is essential that higher ed marketers and social media managers be able to engage student audiences through dynamic imagery. Information that used to be presented in text-heavy flyers and emails is now forced to compete for our students’ attention alongside Grumpy Cat memes and ten-second Vines. If you’re not a graphic designer nor professional photographer, this new landscape can seem pretty scary! But here’s the good news: By following a few simple tips, anyone can create beautiful, aesthetically pleasing, and effective visual content. This presentation will guide you through the process of visual content creation, including tips and tricks for planning your image strategy, taking the perfect photo with just a smartphone, editing and adding text, applying basic design principles, and implementing your new and improved material into existing communications channels.

Measuring In-Person Recruitment Effectiveness With Social Media (MCS8)

Our Undergraduate Admissions and Recruitment department, like all institutions, has multiple interaction points with students before they make the all-important choice of where to attend school in September. We see many students multiple times throughout the fall and winter recruitment seasons and at on-campus events before they accept their offers. So how can we measure the effectiveness of our efforts and get a sense of the sentiment of our prospective students and applicants? Through extensive use of event- and cycle-specific hashtags and enterprise tools, we tag and match students throughout the recruitment and admissions cycle with the ultimate goal – a tweet that they will be a #futureram. We will discuss this pilot project, which has transitioned us away from typical feedback routes such as event surveys, and has allowed us to correlate tweet sentiment and virtual touch points with admission decisions.

As Easy as Herding Squirrels: Managing Social Media on Your Campus (MCS9)

Social media accounts are created every day by student organizations, academic departments, programs, and countless other units across your campus. How do you support and coordinate all of these accounts when they're managed by dozens (or hundreds) of people scattered throughout your institution? In this session we will explore the tools and methods that William & Mary uses to tackle this challenge, from guidelines for starting a social media account, to the best ways to keep track of existing accounts, to how to create and sustain a social media users group (SMUG), and how you can bring all of these ideas back to your campus so you can start to wrangle your own herd of social media squirrels.

What a Tumblr Learned Meerkating His Periscope? :: The Future of Social Media and Higher Ed (MCS11)

Everybody wants to capture all the eyeballs. But how do you make people pay attention in a world with increasing amounts of distractions. In this talk, Ron Bronson reflects on a career of building online communities from the days of AOL to Tumblr, Twitter and beyond to show you how to apply the lessons of what works to your own institution's social media strategy regardless of the platform.

Snapchat: More Than Selfies (MCS12)

Snapchat can be more than selfies. In fact, it can be a key recruiting and relationship-building tool for your university. We’ll take a look at Snapchat campaigns from West Virginia University and examples from other universities from around the country that are using the app successfully. For those already using Snapchat at their university, we’ll also talk about different strategies for overcoming some of the limitations of the app and discuss the future of the app in higher ed. In this session, you will learn: • Why you should be on Snapchat • How to use Snapchat as a University • Examples of successful Snapchat campaigns at universities • The future of Snapchat and how it could affect higher ed