University Communicators and HigherEdWeb 2016
October, it seems, is conference season in higher ed. In the last two weeks, UMCers have traveled to Tennessee, Nevada, and Texas, filling their minds and Twitter feeds with new ideas, concepts, and tactics in web, social media, brand, and science writing. An important part, after all that learning, is distilling and sharing the information applicable to Michigan Tech. Here goes nothing.
Facebook isn’t Dead
Remember when word got out that students didn’t use social media mainstay Facebook. Gasp! How will we reach them now? Well that’s not entirely a clear picture. They may not engage with you, but it’s not to say they aren’t on it. In fact, it was emphasized during #heweb16 that students don’t even really consider Facebook to be a form of social media. It’s just there. It’s part of life as they’ve always known it. And they’ll occasionally pop on much like you occasionally read a newspaper (made of actual, you know, paper). During the University Communicators huddle researcher Adam Peruta of Syracuse University, who studied the Facebook and Twitter analytics of hundreds of higher ed brands, distilled the information down into news-you-can-use for today’s Facebook landscape:
- Become an early adopter of new technologies; there’s less competition.
- When it comes to content, students want Athletics, Student Orgs, Entertainment, News, and Programming info
- Direct/specific call to actions positively impact engagement (e.g. “Freshman, do this…)
- General call to actions negatively impact engagement (e.g. Read this article for…)
- Saturdays and Sundays get the most engagement.
- Most engagement happens early in the day, and there’s less competition.
- 9:00 a.m. is the sweet spot.
- The more you post per day, the less engagement you get.
- 1/1.5 times per day is preferred.
Michigan Tech launched @michigan_tech in September. Snapchat is a natural platform for our brand for several reasons. First, we know prospective students are using the app. And secondly, we know that with thoughtful content planning, the platform offers a real lens at real students doing real things on campus—and around the world. Student Snapchat takeovers may be the closest thing to actually being on campus, meeting students—and unlike Facebook, Twitter, and Instagram—it’s unfiltered and unedited <writers around the world collectively groan.> Now that’s not to say Snapchat is intuitive. If you don’t use it every day personally, it can feel like the most cumbersome one out there, in which cause you may appreciate these sentiments from #heweb16. Give it a chance, we say. Or at the very least download the app and friend us! 🙂
Bridging Social and Real Worlds
Joel Vertin put together this Storify summarizing relevant social and message components of #heweb16, and a common thread that struck me: our audiences want real. They want to see real people who sound like real people. Another common theme—and a real challenge—integrating the work we do on social into our existing traditional marketing and events. Beloit College (see Storify above) is one who’s doing this really well, and it’s yielding an impressive return.
The Bottomline is Brand
There will always be posts you NEED to do and posts you WANT to do. Fun posts and ho-hum posts. Ask yourself: How can you infuse brand into a post about Financial Aid? And that goes for just about anything: always bring it back to brand. UMC is here to help you with the “HOW?!” Among the things we learned and observed from the University Communicators conference last week, few schools have a holistic approach to brand. It tends to be one-sided—logo/visuals. Here at Michigan Tech, we have the added challenge of being thoughtful to the tone of our message. And we argue it’s the most important part of any brand.