That's not always the case in social media, unless you're a major brand with extensive branding exposure. Most organizations, higher education especially, need to utilize a variety of tools in order to build your overall social media fan base and reach. How do you do that? Like many things in social media, different organizations will need to employ different tactics. It must be specifically tailored to your brand or organization - one of many good reasons why you should have a full time social media professional on staff.
Institutions of higher education are rarely technological innovators and are typically resistant to change. However, that's not to say more traditional tactics can't be employed to enhance the awareness and exposure of your institution's or department's various identities on social networks. Including icons on promotional materials, advertising, and print pieces are a good start - just try to include some sort of call-to-action that makes sense. "Follow us" doesn't cut it any more (plus, it's the inappropriate nomenclature for most networks anyway). Alumni associations and departments may have success with a periodic e-mail blast to urging their constituents to join them on various social networks while explaining the benefits and "value add" for doing so.
Working in "continuing" or "distance" education, we've tried several of these tactics to reach our students and alumni at Central Michigan University's Global Campus. We're also trying to get more students involved via specific print pieces, you'll see an example of our postcard size in the photo. Aside from the postcard, we have a 8.5" x 11" and full poster sized pieces all promoting our presences on Facebook, Twitter, LinkedIn, and Foursquare. We specifically choose Foursquare because we are sending these pieces to each of our 38 locations across the United States. Students are encouraged to "check in" at their CMU Global Campus center while they're there. We've incorporated QR (short for quick response) codes so students and prospective students alike can quickly scan and connect via a smartphone. These materials have not yet hit all of our centers, but I eagerly await to see if we see a significant increase in our overall number of fans, followers, and group members as a result. If nothing else, I hope to raise awareness and engagement across all of our social media identities.
What are your thoughts? In what ways are you spreading the word about your Facebook page, Twitter account, YouTube channel, etc.?
I love the QR codes on the postcard. Excellent marketing, Eric!
ReplyDeleteThank you very much. We are trying to engage our students and visitor at our centers in our social networks. I am interested to see how many of our students at CMU centers across the country actually scan and join via the QR codes.
ReplyDeleteAs a CMU Global Campus student, have you ever considered doing a Focus Group with students to see what their thoughts are on the best ways to connect with us? If so, I would be happy to participate.
ReplyDeleteThank you for commenting Jolene! I know, as a marketing department, we've held focus groups about our messaging and design. I don't believe we've held any official focus group to determine the best method to connect with Global Campus students. How would you recommend we pursue something like that?
DeleteWhat are your thoughts and recommendations about reaching Global Campus students?
I hope to have an e-mail blast in the next couple of weeks asking students and alumni to connect with us on Facebook, Twitter, LinkedIn, and YouTube.