Mixed Messages are a Good Thing November 8, 2013
Topics of Discussion Social Media • Overview • Engaging classmates with Social Media • Social Media and Philanthropy
Today’s Presenters Kristen Cole, Media Relations Director Jeff Baker, Associate Director for New Media Amy Holich-Dunn AC ’05, Assistant Director, Events and Programs Office of Alumnae Relations Suzanne Masri ’85, Class President Allison Gomes, Assistant Director of Volunteer Programs The Smith Fund Jenny Hammond ’90, Class Fund Team Coordinator
Smith College Social Media Overview
Social Media Overview “People who use social networks want to engage and they expect engagement in return.” −Michael Stoner, editor Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students, and Get Results
Social Engagement • Builds awareness • Adds credibility and authenticity to the Smith story • Makes an emotional connection Fosters connections between alumnae and the • college • Arms ambassadors with information
Smith Engagement Across Social Platforms 16,000 13,500 14,000 12,000 10,000 8,300 8,000 7,200 6,000 4,000 2,000 750 0 Facebook Twitter LinkedIn Instagram
Smith Facebook Followers by Age 18-24 25-34 35-44 45-54 55-64 65+ 13-17
Instagram: Messaging through Images 318 posted 756 followers 7,538 received
Sample Multimedia and Social Networks Read more: www.smith.edu/about-smith/news-multimedia/social-networks 10
Guidelines and Best Practices Do • Encourage dialogue with questions, prompts • Make an emotional connection with images • Evoke memories about traditions, shared experiences Do not • Over-use formalities—favor “Smithie” versus “Smith College student” • Endorse any one political view, business, etc.
Engaging Classmates with Social Media
Engaging Classmates Class Social Media chair • Manage class’ social media presence • Share and exchange information with class web chair, secretary and president
Using social media Recent classes are using social media to: • connect before Reunion • build enthusiasm for seeing each other • solicit help for and make connections before Reunion • prove in-person Reunions aren’t a thing of the past!
Reunion attendance trends Reunion registration numbers (Alumnae/total with guests) Ten year Reunion 2009 2010 2011 2012 2013 % increase Average 5 th 120 119 / 141 130 / 164 198 / 230 212 / 263 216 / 259 182% / 184% 10 th 178 182 / 274 149 / 192 219 / 314 183 / 251 212 / 321 116% / 117%
Screen shots – class of 2003
Screen shots – class of 2003
Screen shots – class of 2003
Screen shots – class of 2003
Screen shots – class of 2008
Engaging Classmates https://www.facebook.com/groups/ smithcollegeclassof1985/
Engaging Classmates
Engaging Classmates
Engaging Classmates
Engaging Classmates
Engaging Classmates
Engaging Classmates
Engaging Classmates
Privacy and inappropriate posts Check privacy settings for individual accounts Check notifications Be aware of posting private information Alumnae usually self-moderate inappropriate posts Contact our offices for help in responding, if necessary
Using Social Media to Promote Philanthropy
Social Media and Philanthropy Smith Fund Agents Engage in Social Media Philanthropy
Social Media and Philanthropy 65% of digitally active people find out about a new organization through social media. Source: 2012 Non-Profit Social Media Benchmark Report
Social Media and Philanthropy 92% of people trust recommendations from people they know. Source: 2012 Non-Profit Social Media Benchmark Report
Smith Fund Social Media Ambassadors
Social Media and Class Fund Agents
Smith Class Groups on Facebook https://www.facebook.com/groups/smith1990
Sharing Class News
Sharing Class News
Tips for Making your Story Highly Visible Post archival and current photos
Tips for Using Social Media • Post your class notes • Check in on foursquare
Social Media Management Systems https://hootsuite.com/dashboard
Social Media Management Systems National Philanthropy Day Challenge 11/15 1,115 Donors http://www.smith.edu/1115
Questions?
Thank You!
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