Tag Archives: social media

GroupMe: the new secret weapon for our social media team

One of the great things about having students on your social media team is that they bring you new ideas and platforms — some of which even work behind the scenes. GroupMe — which our students suggested — has been a noteworthy new tool that has improved our efforts this semester.

GroupMe is a private messaging service that allows you to share text, photos and video — and to help organize what you do.

This semester, we have our largest social media student team ever — seven students. How do we keep activities organized, especially spontaneously? GroupMe.

With that larger group, most of the students are specializing on one particular channel. But when they get that great content, how do they share it with the rest of us for the other channels? GroupMe.

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img_1493The perfect example of how we use it came this weekend, with a special and decidedly visual event — our first-ever Teddy Bear Toss to benefit local kids. In a nutshell, attendees to the Saturday night men’s hockey game were asked to bring teddy bears (or they could buy them in the arena from the local Girl Scouts) and throw them on the ice after the first Laker goal. A wonderful way to make spirits bright for a number of children this holiday season.

But it’s also clearly great content. Saturday afternoon, I sent a group message asking who was available to get video and/or photos at the game. Two students, Ilyssa and Erika, replied they would be there and they determined Ilyssa (whose main channel is Twitter) would get photos and Erika (whose main channel is Instagram) would get video.

img_1492The Lakers scored an early goal, teddy bears rained down and both teams helped collect them. Great visuals, indeed. Ilyssa’s photos and Erika’s video were posted and shared to appear across Twitter, Instagram, YouTube and Snapchat, all doing very well at showing this event that supported a worthy cause and underscoring we are a caring community.

A lot of people focus on the dazzle and the sizzle of social media, but you can’t do a good job without the structure and the steak. Whether its something as simple as Yousef, our intern who specializes in athletics, telling me he’s taking care of promoting today’s action, or as complex as coordinating a big social media moment on the fly, GroupMe has really been a fabulous addition to our social media game.

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#heweb16 shows it’s a caring community

Not only is HighEdWeb (#heweb16) probably the greatest conference for higher ed web professionals in the world but we were reminded yet again today that it’s a very caring community.

As Kimberly Bryant, the founder of Black Girls Code — which provides computer science and technological learning opportunities to girls of color ages 7 to 17 — gave a moving keynote on the importance of supporting technological opportunities to all, Chris D’Orso of Stony Brook cared enough to go to the Black Girls Code website and make a donation of $16 (in honor of #heweb16) to support the cause.

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And that in itself is lovely, but what happened next showed how truly beautiful the people at #heweb16 are.

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And it continued …

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(I also gave the $16, but was only one of many.)

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Until the giving spirit was everywhere in the room:

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I lost track of how many people donated, and I’m not sure how much total money we raised, but I’m completely sure of this: #heweb16 is an awesome community and I am so blessed to be a part of it.

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Facebook Live and incoming student Q&A: a promising idea

On Sunday night, we might have seen the future of Facebook Live in higher education, and it was awesome.

Alyssa Levenberg, known best for her Alyssa Explains It All video blogging series offering advice to incoming students, posted a question to our Class of 2020 + Transfers page: If she did a Facebook Live Q&A, would they participate?

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The answer via likes was a resounding yes, so at 8 p.m. Alyssa went live on her Alyssa Explains It All Facebook page and fielded questions for two hours. The post reads 138 comments, not all of which were questions, but the interest and questions were especially active early and pretty steady throughout the broadcast.

Screen Shot 2016-07-25 at 1.14.36 PMThe number of viewers at any given time may not look impressive — it hovered in the upper teens and 20s most of the night — but remained fairly consistent and this is about quality of over quantity. Sure, a Facebook Live video of a watermelon with rubber bands can get millions of views, but how much does it impact anybody’s lives? With Alyssa’s webcast, incoming students received words of comfort and encouragement in addition to getting their questions answered. That’s a bigger impact than mere numbers show.

The short throw in terms of promotion and using a relatively new delivery method not yet in wide use may have kept the numbers down a bit, but Alyssa said Monday she was pleased overall.

“I think it went really well!” Alyssa said. “When people first came, they asked a lot of questions, but then it started to die down to only a few people asking. But they seemed to really like me answering them honestly and live for them.” This personal touch from somebody who was in their shoes certainly represents a real value-added for incoming students.

For the rare things Alyssa did not know fluently, a couple of current students (and this blogger) joined the channel to lend expertise or insight when needed, which wasn’t very often. It’s worth noting, I aimed to take a fairly hands-off approach as this was an “unofficial” activity Alyssa just thought of, proposed and ran with.

For future planning for our college and other institutions, a current student (or recent yet dedicated grad in Alyssa’s case) or student team doing a Facebook Live Q&A has a lot of potential. It could work well in different parts of the cycle; during college choice, discussions would more likely involve fit and what a college has to offer, while after students have committed it more moves toward specific questions and concerns (mostly about living on campus, for this session).

Since empowering student ambassadors and storytellers is a big interest, Alyssa’s Facebook Live provided proof this could work. The challenge is finding a student as engaging and knowledgeable as Alyssa — something we think about all the time now that she’s graduated and will one day yield her active ambassador role — but it’s definitely worth considering. Go in with an open mind and don’t necessarily expect it to “go viral” but with an understanding it can genuinely help and satisfy concerns of incoming students. That alone is a worthy goal.

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The wrong question people ask about social media

Anybody who has ever started, or been asked to start, a social media account has asked — or been asked by a supervisor or colleague — some variant of this question:

How do we get more fans?
How do we get more followers?
How do we get more likes?

Alas, this is the wrong line of question to ask.

It’s like somebody deciding to be an artist and strategizing how to make more money before they’ve even determined what type of art they can make.

Instead the questions anybody should ask before creating an account are:

Why do we need this?
Who will provide what kind of content?
What has value to our followers/fans?

There are more questions than those, but those are a place to start.

qqqWhy do we need this? If your reason for having a Facebook account for your business, organization or unit is because we have to be on Facebook, then you should probably stop and think. Why do you need to be on Facebook? How will it benefit your customers or potential customers? How will it add value to your efforts?

Who will provide what kind of content? Every successful social media community is an ocean teeming with many kinds of life but also rife with captainless ghost ships and shipwrecks of efforts gone awry. Many people begin with the best intentions, and when the awkward first steps anybody makes in a new endeavor don’t bring immediate success, many drop it to chase another shiny object. Or they update just enough to show they exist but never respond to questions they receive nor do anything to be a good member of the larger community. I’ve been trying to help a unit who had a student create their Facebook page and now nobody’s sure now how to access it or become an administrator. Always have a plan not just for maintaining it today, but for sustaining it into the future.

What has value to our followers/fans? This is the biggest difference between an account that muddles along and one that finds success. Social media — like any communication channel really, but more so — is about your users, your fans, your followers, your current customers, your potential customers. IT’S NOT ALL ABOUT YOU. Your posts could be about you but they should relate to what matters to others, because if nobody’s interested, you may as well put your content in a bottle and cast it in the ocean.

Luke Sullivan, author of Hey Whipple! Squeeze This!, posits a great question for anybody working in the digital space: Is what I’m creating adding something to someone’s life? Is it useful, entertaining or beautiful?

Why do you follow the company/school/organizational accounts you do? Chances are they provide you helpful information, a chance to laugh or smile, or some inspiration to lift your day. You don’t follow accounts that only talk about themselves in uninteresting ways and don’t care at all about you, right? (I hope not.)

Your content should add value to your connections. The Bangor Police Department provides a key community service, yes, but it entertains as well. Humans of New York provides beautiful and touching stories, and sometimes information and opportunities to make others’ lives better. Locally, businesses like Bosco’s Meats/Bosco and Geers can show us what yummy lunch special will tempt our taste buds — a real win-win.

Great brands, and great social media accounts, tell stories — the stories can be about themselves but they show their value to users in some way. If you’re posting content that wouldn’t even stop you from scrolling your feeds, or making you want to follow your own accounts, you need to stop posting and rethink what you’re doing.

Because if, instead, you’re posting awesome and share-worthy content, content that is useful or entertaining or beautiful, the fans and the followers and the likes will come.

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Bangor Police Department: an arresting social media star

Among the most awesome things about social media are the unlikely superstars, such as the Bangor Police Department Facebook page. Not only has success failed to ruin the helpful, folksy content that brings smiles to multitudes, but the page shows us key insights into how to do the right things — in social media and in life.

Started by Sgt. Tom Cotton as merely a way to help keep the community informed and safe, the Bangor Police Department page has had a few posts that drew widespread attention, big media placements and a fanbase over 100,000 (or three times the city’s size) and growing.

The latest to go viral was friendly advice to Mid-Atlantic residents not used to the large snowstorm heading their way in late January. While many heartless Northeasterners chuckled at, smirked toward or derided the misfortune of the region, BPD extended heartwarming and humorous tips on how to whether the storms. Then they added:

Most of all, take care of each other. Be nice and invite neighbors to hole up at one location. Hide expensive things, but help them. (that’s the cop talking).

You will be fine. We drink lots of coffee and complain when we get hit like this storm. It works ok. It makes us grouchy but that’s why you come here in the summer. To hear stories from grumpy Mainers who sell lobster traps. Now, you will have some of your own to share with us when you get back.

Be safe and well and if you have any Cap’n Crunch left after the storm. It keeps very well. Bring it up this summer.

I found that rather beautiful, really: Advice, encouragement, a reminder we’re all humans who are all in this together. Cotton — who refers to himself as TC — quite simply nailed everything that makes an awesome post. Some would complain it’s too long, doesn’t feature eye-catching photos, isn’t posted at what social media gurus would say is the ideal time. None of these matter more than having a good story and a kind heart.

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Handy life advice, whether you live in Bangor or not.

In a world of self-puffing #humblebrags and narcissists who show false humility by pinning #blessed at the end of their boasts, BPD’s posts, even the ones acknowledging the size of their audiences, bear a beautiful bemused befuddlement at it all.

TC put it well in writing how awed and thankful they were at the huge reaction to their storm advice post:

With no knowledge of social media and apparently breaking most every rule, we have had a really good run on FB. I think it’s because people want to find out what police officers are actually thinking and doing rather than depending on everyone else to tell them. Maybe that is too simple an explanation but no one has ever confused me with with a genius. No reason to change hearts and minds now.

In addition to the above, a few key points related to social media come to mind.

Be yourself. Authenticity is the key to social media, and you can easily hear a friendly veteran officer offering advice or an interesting yarn in each post. TC pokes gentle fun at his fellow officers, makes corny jokes and celebrates the spirit of local kids. You expect that if you visited the station, you’d get the exact same tone and warmth.

Be awesome. Despite his humility, TC is a master storyteller relating everything from the human condition to the quirks of his town. He tells uplifting stories of simple but kind deeds like when Officer Dustin Dow asked an elderly woman they were checking on if there’s anything they could do, and she asked him to cook an egg. Which, of course, he did. And then there’s the even more unlikely celebrity, the wooden Duck of Justice.

Keep your audience in mind. BPD still posts safety tips, photos asking the public to help with an investigation, visits to local schools and other homespun advice, but it also celebrates everyday users far and near. After the winter storm/Cap’n Crunch advice, they posted fan-sent photos from readers as far away as Maryland and Virginia — all in the spirit of fun and community. (If Cap’n Crunch isn’t working on an endorsement deal yet, they should be.)

Don’t overdo it. TC doesn’t pour every off-topic idea or meme or thought onto Facebook; the updates come across just enough to always feel fresh and enjoyable. The department doesn’t try to replicate their experience on their Twitter account, and thank goodness it doesn’t autovomit every Facebook post onto Twitter.

Passion and purpose are key. When I hire interns, the things I look for more than anything are passion and a willingness to help others. TC’s passion comes coated in droll Maine wryness, but it’s clear he really cares about what he does and the people he and the man and women of the department serve.

TC finishes posts with some variation on “The men and women of the Bangor Police Department will be here.” It’s good to know that they are there for their community as well as on Facebook to make the world a brighter place.

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‘Am I the only one …’: On college, isolation and social media

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Active Minds’ “Send Silence Packing” display visited SUNY Oswego.

At first I thought it perhaps a rhetorical quirk. But as I saw it more and more in posts by incoming students in our Facebook group, it emerged as a pattern. And one that causes a bit of concern.

  • “Am I the only one who doesn’t have a roommate yet?”
  • “Am I the only one without a housing assignment?”
  • “So I’m the only person without a full schedule.”
  • “Looks like I’m the only person who doesn’t have a roommate yet.”

Beyond the fact that, no, they were never “the only one” in that situation — in fact, most of their peers were in the same boat — the wording is intriguing. Not “does anybody else have …” or “who else doesn’t have …” but about being the “only” person missing out on the fun. There’s a fear of exclusion pattern among these posts — sure, it’s partly concern that others have something they don’t, but the phrase speaks to isolation.

But then reading an outstanding, troubling New York Times piece, Campus suicide and the pressure of perfection, drove home the point that thinking you’re an outsider, isolated and lonely when entering college can make an already-stressful situation worse. Couple that with a social media where everybody seems to having more fun and fabulous lives than you, and it’s an issue that needs more attention.

Stranger in a strange land

I can identify with how students can feel isolated all too well. After finishing my associate’s degree at home, I went away to a college where I did not know a single soul (one place social media certainly helps). My roommate was a nice guy, but we didn’t click. Within a couple days, it seemed my suitemates were already making plans where I wasn’t invited. The dorm had an ice cream social in the lounge where I had ice cream but was too shy to be social.

The loneliest I’ve ever been and on the edge of despondency, I’d wander out to stare at the nearby canal. “College was supposed to be awesome, but am I the only one not having any fun?” I thought to myself. “Everybody else is enjoying themselves way more than me.” I felt homesick, isolated, unsure why what was supposed to be the best time of my life suddenly felt like one of the worst. But I was determined to make college work — I’d be the first in my family to earn a bachelor’s degree — and after two weeks of loneliness despite being surrounded by friendly people, I made my way to the college newspaper, quickly found a tribe and soon found college the enjoyable experience I expected.

Even in this supposedly more interconnected society, many students entering colleges across the country will feel the same way I did — wondering if they’re “the only one” who feels so lonely — but perhaps do not find their lifeline. Some may drop out, some may turn to drugs or alcohol … and some may decide they can’t go on at all.

The Internet is an illusion

The most famous poem from his engrossing “Spoon River Anthology,” Edward Arlington Robinson’s “Richard Cory” tells the story of a man who was “a gentleman from sole to crown” and “richer than a king,” a man everybody in town envied. But for whatever reason, he also was unspeakably unhappy, as the poem ends:

So on we worked, and waited for the light
And went without the meat, and cursed the bread;
And Richard Cory, one calm summer night
Went home and put a bullet through his head.

Yet that jarring conclusion pales in comparison with tales of real life, such as Penn State student Madison Holleran. Talented, pretty, a successful student-athlete and with seemingly plenty of friends, Madison’s Instagram feed showed a life many a lonely student would envy. But according to an excellent ESPN feature by Kate Fagan, Split Image, Madison was a perfectionist who could not deal with failure or disappointment — or her perception of falling short. A 19-year-old with seemingly everything to live for, Madison Holleran committed suicide in January 2014.

According to Active Minds, a group that attempts to empower students, change the stigma of mental illness on campuses and steer students toward healthier choices, some 1,100 students take their own lives every year. The New York Times piece references helicopter parenting — where students aren’t given the opportunity to solve their own problems — as a contributing factor. But it’s not the only evolution that has raised the stakes.

Is it a competition?

College once was for elites, then in the ’50s/’60s the Baby Boom, GI Bill and many other socioeconomic factors led to college systems offering greater accessibility. Russia’s launch of Sputnik in 1957 and the cold war politics led to the U.S. government pouring money into higher education to produce scientists who could win the technological race. Suddenly college was more widely available, a rite of passage depicted in popular culture. When I went to college, probably about half of my graduating class did not, which was not necessarily uncommon.

Now, for most, college is an expectation of getting ahead. Private courses and consultants show high school students how to excel at standardized tests and make themselves more attractive to institutions. Cottage industries have emerged for both those choosing colleges and the colleges courting them, setting it up as a high-pressure matchmaking exercise. Parents and students make it not only about going to college but more critically about getting into the right school offering the right experiences. And not just any experiences, but experiences where students need to succeed and feel fulfilled. Getting one bad grade in a class can be a big blow; failing a class is devastating.

Put all that into a crucible that is young people coming of age and coming to terms with feelings and coming into a world where they feel they must do everything perfectly — and then project their way of seeing the world, social media, as a place where everybody is happy and successful and winning this perceived competition. So the student asking “am I the only one …” can start believing that they are the outsider, the freak, the failure because of how well everybody else appears to be doing.

If you’ve read this far, thank you. But here is the one thing I’d like everybody to take away from it: Social media is not real life. Don’t compare your daily struggles to the highlight reel you see online. We are all dealing with problems, but there are so many people also willing to help.

Be kind, the old saying goes, for everyone you meet is fighting a hard battle. The start of college could be an important intersection with the future, but it’s just the start (we hope!) of a long journey that may have twists and turns and tribulations and triumphs. But it’s a road we travel together. You are never “the only one,” ever.

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#whyichoseoswego: a quick and lovely user-generated success story

If you have any contact whatsoever with a college admissions office, you know that May 1 is Kind of a Big Deal. It’s the deadline for students to make deposits, heralded as #CollegeSigningDay or #DecisionDay or other hashtags. But what, we pondered as The Day approached, could we do to stand out — to show students why Oswego can be an awesome choice without resorting to tired platitudes.

At our student social media team meeting four days before #CollegeDecisionSigningDay, I wondered out loud and the answer that tumbled out was a #whyichoseoswego tag. Ask current students, alumni, faculty, staff, anybody really to tweet what made them choose our college. (I weighed #whyichoseoz but wanted to get “oswego” in there to be extra-clear to anybody who saw it.) The interns didn’t think it was an awful idea, so I emailed our partners in admissions and they liked it.

> Strategy: Cultivate and share reasons students decided to attend Oswego via the #whyichoseoswego tag

> Execution: Request participation via Twitter (and Facebook to a lesser degree) and via micronetworks and share to encourage more participation

> Goal: Positively influence students who are still deciding that Oswego can be the right fit for them

So we started simply: I asked our interns to post at some point Monday afternoon and for the admissions interns/tour guides/etc. to do the same. Admissions intern Bridget Jackson took it one step further by contacting everybody in the organizations she’s in to pitch in. I figured, eh, we’ll get a few, maybe I’ll be pleasantly surprised, but with something this quick, who knows …

Result: Wow.

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Topsy found 518 tweets, and note that prominent alum/ESPN anchor Steve Levy is toward the top. We didn’t even solicit him; he just saw a post that resonated with him and shared. That’s not “going viral” but it is impressive given the bootstrap effort.

The @sunyoswego account retweeted many of them, although I chose to space them out 10 to 15 minutes to not overwhelm the tweet stream and after a firehose of awesome tweets on Monday afternoon it took me until nearly noon on Tuesday to catch up. I also put together a Storify with a large number of the posts:

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The 700+ views are pretty impressive, and reflect the social media theory that people like to observe more than participate. I did a bit.ly on the link and found about 90 percent of the visits via social share came from Facebook, where posting it also brought a lot of great comments from alumni and parents of current students.

Note that this promotion lived almost entirely in social — Twitter mainly with one post on the college’s Facebook page plus sharing into our closed incoming student group — and via word of mouth starting with a very small group. This was no massive campaign, we didn’t do a major reach out to alumni ambassadors (next year, with more time, I would include that component) and it really sprung up as a quick, grassroots, bootstrap effort of organic support.

What about admissions results, you may ask? The director of admissions reported a large late surge of deposits and that our incoming enrollment is up around 100 freshman over last year. Admissions also reported a really “positive buzz” that, while not the only factor that may influence any individual student, cultivates an atmosphere that supports choosing Oswego. And admissions definitely thinks it’s worth collaborating on to make a bigger deal in the future.

Add in the show of pride and positive feelings from current students, alumni and even some faculty and staff members, and we definitely feel good about choosing to launch this modest campaign.

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