social media and universities : strategies, audiences and impact
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Social media and universities : strategies, audiences and impact The exemple of the University of PoitiersTRANSCRIPT
Charlotte Mader – EUPRIO – 12/07/2012
AND UNIVERSITIES SOCIAL MEDIA
Strategies, audiences and impact
SOCIAL MEDIA AND UNIVERSITIES
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Social media and universities : strategies, audiences and impact - Presentation of the University of Poitiers - Social media customs - Specificities - Editorial lines - Strategies - The role of community manager - Impact
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DE POITIERS UNIVERSITE
PRESENTATION
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Trainings - 7 faculties, 1 Engineering school, 6 institutes - 24,000 students including 4,200 international students - Top student city in France - Distinct regional atmosphere : Angoulême, Châtellerault, Niort, Royan, Segonzac
Research - 6 research poles, 45 laboratories and research structures - 2,500 research staff including 1,000 doctoral students
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Communication - 7 Staff in Communication Department - Communication network for research : 50 representatives - Institutional communication network : 60 représentatives
Monthly meetings
Social Media - Facebook, Twitter, Pinterest, Youtube (Vimeo), Google +, Foursquare, Netvibes - Coming soon : LinkedIn, Viadeo - Related networks : student affairs and services (libraries, culture, sports…),
departments, trainings/diplomas, events…
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SOCIAL MEDIA CUSTOMS
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Social media’s importance - Reputation and e-reputation - Internal and external information dissemination - Enhance and develop community participation - Service hotline
How to manage social networks ? - Identify the right network, appropriate to user needs - Determine the objectives and the editorial pace - Identify accomplished community facilitators - Establish an editorial line
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SOCIAL MEDIA SPECIFICITIES
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Identify the user - Facebook : The most important network/community, rather passive, (students,
staff, partners) - Twitter : The most active community, more specialised, professionalized,
(graduate students, connected staff, journalists) Adapted contents - Specific vocabulary and contents - Establish an editorial line
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SOCIAL MEDIA EDITORIAL LINES
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User charter - Specific network charter - Internal charter : digital usage
Independent or Included in the website charter - Minimal legal and institutional framework - Respect and enhancement of the university (ethics and confidentiality issues)
Specific editorial lines - Unique for each network - Centred on contents (magazine) - Prevent publication of inappropriate content
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Facebook example - Forward content.
- From official websites and associated websites - From other websites (partners, newspapers…) - From other networks (associated Facebook pages), sharing
- Original content creation : scoops - Regular features (3 times a week)
- Facilitators framework
- Specific characteristics of the network (publication delay, impact) - mistakes to avoid - topics not mentioned
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SOCIAL MEDIA STRATEGIES
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Overall strategy - Social media strategy based on overall « transmedia » strategy - Enhancement of the university by the community (staff, researchers, students) - New identity, new logo, new website - Develop the sense of belonging - Return to ancestral knowledge: to produce and disseminate knowledge - Cogito* concept : research and expertise in society
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SOCIAL MEDIA COMMUNITY MANAGER
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The role of Community manager - Spokesperson
- From management - From users
- Increases visibility on the Internet - Attracts and develops the (web) community - Identifies/trains community facilitators - Alerts and analyzes track reputation, new tools
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Management relationship - University Brand's first ambassador on the Internet - Community manager time ≠ admin time - Relationship of trust - Clear Policy and strategy - Legitimacy: community manager position
Crisis situation - Anticipation : importance of charter and editorial line - Treatment and response - Reactivity
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SOCIAL MEDIA IMPACT
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Content enhancement - External :
- Better visibility, sharp increase in the number of visits to the institution’s sites
- Increasing partnerships - Internal :
- Better visibility of the other communication supports - Direct contact with students
Involvement of the community - Develop pride and sense of belonging
THANK YOU FOR YOUR ATTENTION
AND UNIVERSITIES SOCIAL MEDIA
Strategies, audience and impact
Charlotte Mader [email protected]