Social Media Plan: University of Connecticut The Department Career

Report
Social Media Plan
University of Connecticut
The Department Career Services
Jaclyn Calovine
Scott Connolly
Greg Fink
Elizabeth Rapoport
Calovine, University of Connecticut
Why Do We Need a
Social Media Plan?
• Pew Research Center
report on Millennial
students (ages 18-29)
– History’s first
“always connected”
generation
– Three quarters have
created a profile on a
social networking site
– Believe that new
technology makes life
easier
(Pew Research Center, 2010)
Calovine, University of Connecticut
Why Do We Need a
Social Media Plan? (cont’d)
• Students are accustomed to having more
interactive engagement with information
• Social media is easy to use and not expensive
• Already fits in with the mission, philosophy,
and goals of this Department
(Beja, 2009)
Calovine, University of Connecticut
Mission of the Department
Career Services’ mission is to assist students
in gaining and applying knowledge and
skills to make well-informed career
decisions by advising them through the
process of identifying a major, exploring
career interests, and securing post-graduate
opportunities.
Calovine, University of Connecticut
Department Philosophy
The philosophy of Career Services has
never been one driven by “placement” of
the individual in a job or career. Career
Services embraces a philosophy that
promotes the career development and
education of students. We believe that
students are best served when they gain
the skills that enable them to engage in life
long career decision making.
Calovine, University of Connecticut
Department Goals
• Goal 1 - Design and deliver responsive career
development programs and services for students.
• Goal 2 - Provide resources and information to
educate students about Experiential Learning
Opportunities that enhance the undergraduate
academic experience.
• Goal 3 - Provide students with opportunities to
build skills and identify resources to successfully
transition to post graduate employment,
education or other post-graduate opportunities.
Calovine, University of Connecticut
Objective
The objective is illustrate the
Department’s mission, philosophy, and
goals through a comprehensive social
media plan.
For the purposes of this proposal,
emphasis will be placed on Goals 1 and 3.
Calovine, University of Connecticut
Advantages of Appropriate Social
Media Usage to Career Services
• Makes resources only a click away
• Provides easier access to a variety of
materials
• Allows offices to be more relevant in the
eyes of students
Calovine, University of Connecticut
Advantages of Appropriate Social
Media Usage to Career Services
• Extends “office hours” and increases accessibility
– Allows access to more student populations (branch
campuses, alumni, nontraditional students)
• May get students into the office earlier
– Reaches out to first-year students (a major component
of Goal 1 as stated in the Department’s goals for the
2010-2011 academic year)
– May be less intimidating than physically walking into
the office as an underclassman student
Calovine, University of Connecticut
Advantages Connected to
Department Guiding Principles
Goal Specific
• Reach students early in their college careers
• Get them connected through programs and services
• Assist in the transition to post-graduate employment
and graduate school
Overall
• The use of social media in a professional, presentable
manner will ultimately match the culture of the office
while also meeting the goals of the Department
Calovine, University of Connecticut
Meeting Goal 1: “Outreach Plans”
• Utilize a multitude of social media outlets
to reach different groups of students
• Promote pre-existing programs as well as
Career Services as a whole
• Host programs through social media
Calovine, University of Connecticut
Utilize a Multitude of
Social Media Outlets
• Social media exists past Twitter and
Facebook
• Need to think about how we can utilize other
outlets to create a more comprehensive
approach
–
–
–
–
–
Foursquare
Skype
YouTube
LinkedIn
BlogSpot
Calovine, University of Connecticut
Meeting Goal 1: “Outreach Plans”
• Utilize a multitude of social media outlets
to reach different groups of student
• Promote pre-existing programs as well as
Career Services as a whole
• Host programs through social media
Calovine, University of Connecticut
Promotion of Programs
• Promotion of
Programs
– Facebook
• Send event
invitations to
spread the word
– Twitter
• Tweet the time
and location of
events from
perspective of
student workers
Calovine, University of Connecticut
Promotion of the Department
• Promotion of the Department
– Foursquare
• Create a “Location” and host contests
• Example: The first ten students to check in for
their first résumé critique receive a packet of
résumé paper
– LinkedIn
• Feature individual counselors’ background
and accomplishments
Calovine, University of Connecticut
Meeting Goal 1: “Outreach Plans”
• Utilize a multitude of social media outlets
to reach different groups of student
• Promote pre-existing programs as well as
Career Services as a whole
• Host programs through social media
Calovine, University of Connecticut
Hosting Events via Social Media
• Skype
– Host practice interviews over Skype and provide direct
feedback with the student through that medium
• Webcasts
– Send out webcast events instead of in-person
presentations to reach a larger audience and nontraditional students
– Host question and answer sessions through chat
features
Calovine, University of Connecticut
Hosting Events via Social Media (cont’d)
• YouTube
– Stream and save past programs on the website
– Create new videos with quick tips
• Examples of video programs include:
– How to use social media personally and
professionally
– Top 10 job search strategies
Calovine, University of Connecticut
Benefits
• Allows the Department to design programs
that will reach a broader audience including
non-traditional students and alumni
• Encourages and incentivizes students to
utilize current services and attend programs
• Puts a “face” to the Department of Career
Services
Calovine, University of Connecticut
Meeting Goal 3: “Internal Actions”
• Add a social media section to the existing
‘Media’ tab on the Career Services
website to serve as a hub for all social
media outreach efforts
• Simultaneously post all social media
initiatives through Twitter and Facebook
accounts in order to reach out to students
Calovine, University of Connecticut
Calovine, University of Connecticut
Website Updates
• Each day feature a new relevant piece of
material (see next slide for weekly schedule)
• Add a “Tweet this” and “Post this”
option next to each article to encourage
students to share the resources with one another
• Adding current information keeps people
coming back to the site to read new pieces
Calovine, University of Connecticut
Weekly Social Media
Content Schedule
• Monday:
Current
Events/Articles
• Tuesday:
Internship of
the Week
• Wednesday:
UConn Alumni
Spotlight
Calovine, University of Connecticut
Weekly Social Media
Content Schedule
• Thursday: BlogSpot
– Examples: A
first-year
student’s career
development
journey and a
senior’s job
search process
• Friday: Highlight
best practices of
other institutions’
Career Services and
Development
Offices
Calovine, University of Connecticut
Meeting Goal 3: “Internal Actions”
• Add a social media section to the existing
‘Media’ tab on the Career Services website
to serve as a hub for all social media
outreach efforts
• Simultaneously post all social media
initiatives through Twitter and Facebook
accounts in order to reach out to students
Calovine, University of Connecticut
Posting to Twitter and Facebook
• While the Career Services ‘Media’ website
will serve as a major hub to all social
media initiatives, the Department will also
post to the Facebook and Twitter accounts
• This will outreach directly to students
while simultaneously increasingly the
likelihood that students will visit the main
website
Calovine, University of Connecticut
Benefits
• Utilizes multiple social media outlets and connects
them together through the website
• Promotes collaboration and the sharing of
information/resources
• Creates a network with students as well as alumni and
other Career Services across the country
• Illustrates best practices
• Gives students resources that they can comment on
independently and Career Services’ staff members can
respond to
Calovine, University of Connecticut
Actualizing Social Media
Into Career Services
• Social media already fits into the current goals
– Need to add and present in a formal setting to mesh
into the current system
• Identify outcomes and system for assessment
– Establish purpose for enhanced social media use
– Provides direction for implementation to reach goals
• Start notifying students about Career Services
social media through traditional methods
– Email, flyers, posters, and word of mouth
Calovine, University of Connecticut
Potential Difficulties
• Buy-in from staff members who may not
personally use social media
• Getting students to appropriately use social
media in this context
• Allocating staff time to create and maintain
social media
– Creating necessary training and expertise in
media production
Calovine, University of Connecticut
Calovine, University of Connecticut
References
Beja, M. (2009, August 24). “How Students, Professors, and Colleges Are, and
Should Be, Using Social Media”. The Chronicle of Higher Education.
Retrieved on February 22, 2011 from
http://chronicle.com/blogs/wiredcampus/how-studentsprofessorscolleges-areshould-be-using-social-media/7787
Pew Research Center. (February, 2010). Millennials: Confident. Connected.
Open to change. Retrieved on February 22, 2011 from
http://pewresearch.org/pubs/1501/%20millennials-new-surveygenerational-personality-upbeat-open-new-ideas-technology-bound
Calovine, University of Connecticut

similar documents