Social media portfolio by Daniella Vaccari

Social Media Portfolio

Residential Housing Social Media Analysis Strategic Social Media

Situational Analysis To understand Ohio University Residential Housing’s social situation we evaluated their presence in six keys areas that provide a broad overview of the organization. Current communication tools Residential Housing currently utilizes various forms of social media: Social Media Network Handle Likes/Followers

Facebook OHIO Residential Housing 1,869 Likes

Twitter @OU_ResHousing 778 Followers

*Residential Housing incorporates videos through Ohio University’s YouTube Channel @OhioUniv, which currently has 1,034 subscribers. Resources Residential Housing currently has a PACE student that has a desk, computer, Adobe software, and full access to all social media. Time The PACE student currently spends 10 hours a week working for Residential Housing. The student says that she spends an hour a day writing social media and does not use any scheduling tools. Her time spent creating tweets and Facebook posts accounts to roughly half of her workweek. Communication goals Logistically, their task management goal is to get the information to students. Philosophically, their relationship management goal is to help students understand that Residential Housing exists to serve the students. Residential Housing caters to two audiences with different goals. They cater to the undergraduate audience that currently lives in dormitories as well as high school seniors who are considering attending Ohio University. • Undergraduate audience communication goals include making sure students know information about crises, health and wellness topics, and when new room selection begins • High school senior audience communication goals include information regarding life on campus Budget The PACE student does not have a budget at the moment. Johnna Matulja, assistant director for assignments and systems management, says that she assumes not more than $500 could be transferred from the master budget to the work of the PACE student. Social media currently allows for $5,000 a year from the master budget.

Advertising and Public Relations Residential Housing currently uses various forms of advertising and public relations to reach out to their intended audiences: 1. Social media 2. Paper media (i.e. posters, flyers, dining hall table tents, postcards) 3. Catvision TV advertisements 4. Bulletin boards in dormitories 5. Telephone

Social Audit A social audit consists of evaluating the organization’s strength, as well as the reach. In addition, a social audit measures content scheduling, which is how often and what the organization posts on social media channels. Current Channels • Facebook • Twitter • YouTube • Page on Ohio University’s website How well are Residential Housing’s channels perceived? • There is definite room for Residential Housing’s Twitter to improve according to data found from Social Mention • Strength o Strength is calculated by dividing the number of mentions received in a day by the total number of possible mentions that could have mentioned @OU_ResHousing o OU_ResHousing has a strength of 10 percent which means that out of 100 possible mentions from followers, 10 of them are mentioning the Twitter handle • Reach o The current reach of OU_ResHousing in only at 18 percent o Reach is important because the focus of social marketing should be to expand your audience while also promoting your message o One way that OU_ResHousing could expand their reach and thus audience is by engaging in tweets that encourage users to retweet their message. For example, create a tweet that says, follow and retweet us for a chance to win a $10 gift card. This is extremely viable since Residential Housing is not utilizing any of their $500 budget Content Scheduling Unless a situation arises, the PACE student is primarily responsible for creating a content schedule. The employee works 10 hours a week and works 2 hours a day. Currently, the

employee spends half of their time each day, or 5 hours a week, devoted to drafting and posting Facebook or Twitter posts. We see this as a missed opportunity regarding wasted time for Residential Housing. • Currently, the content is scheduled for posting Monday through Friday at the time the PACE intern works. This leaves no time to interact and respond with followers. This is also problematic because it only reaches the same audience everyday at the same time

Recommendations Recommended Platforms Instagram • Although Residential Housing has not created an Instagram, it is in their best interest to create an account • The channel may be particularly helpful at targeting high school seniors who are curious about campus life • According to a recent study, it was found that Instagram’s largest demographic were from the ages of 18-24 (26 percent of users). In comparison to Facebook, only 17 percent of their users were from ages 18-24 • Ways Residential Housing can engage students through Instagram: · They can easily share images from Instagram to a number of social media platforms to reach a wide range of audiences not exclusive to one channel · They can create a hashtag for major events and ask students to instantly upload pictures. For example: #OhioUpClose #OhioMoveInDay #OhioDormDecorations Twitter • According a study conducted by Media Bistro, Twitter is now the young person’s social network of choice • The social network is mobile friendly and allows users to instantly access information • ⅓ of smart phone users check Twitter and Facebook before even getting out of bed in the morning • Ways Residential Housing can more effectively use Twitter: · Ask students to follow the OU_ResHousing account when they move in and offer followers the opportunity to win a gift card · Create a Twitter competition between the three greens and use hashtags for each green. Whoever has the most mentions wins a special event · In order to accomplish their relationship management goal, Residential Housing should interact with followers on a more regular basis. This included responding to tweets as well as retweeting followers. These types of behaviors show that Residential Housing cares about what students have to say

Multiple Twitter Accounts • There are a number of floors that have Twitter accounts throughout Residential Housing. With all of these smaller twitter accounts it diverts attention away from the main OU Residential Housing account • These accounts are also unsupervised by the guidance of any central office staff • Due to students typically moving from a floor after the end of year, the Twitter accounts are left unattended • In an effort to mainstream the audience, we recommend that Twitter handles other than the main account are prohibited Facebook • Ohio University has 1,869 likes on Facebook, which is approximately a fourth of students living on campus • Continue to use this channel and help it grow • Approximately 30 percent of people use Facebook to check news, this represents a possibility to update Residential Housing’s Facebook with news • Facebook content could be easily recreated by posting Instagram photos YouTube • Although Residential Housing does not have their own YouTube channel, we recommend that they keep using the main Ohio University account • The Ohio University account has more viewers and this will draw more traffic, especially with the high school audience • YouTube is a great supplemental tool and can be used in addition to Facebook and Twitter posts • The one issue we ask Residential Housing to consider is that if they are going to use Ohio University’s YouTube page that they ask for the password in order to monitor and respond to the comments HootSuite • Currently, the PACE intern spends about half of her time creating and posting content. If the student sets aside two days a month to create and schedule posts for Facebook, Twitter, and Instagram she would save 36 hours a month. This is saving roughly 45 percent of her time • HootSuite allows a simple way for the PACE student to post social media in advance in order for those in Residential Housing to monitor what is sent out via the social networks. This can help alleviate any issues regarding inappropriate posts that have arrived in the past Example content buckets • When creating content buckets the PACE student should include words that appeal to emotion. Once they create these content buckets all social media posts should come from them 1. Plan for success next year with Ohio University’s room selection 2. Find your new home on campus at Ohio University

3. Treasure your body and mind with our monthly segment on Residential Housing values (health and safety, scholarship, citizenship, student development and diversity) Audience Two main audiences the social media should be directed at include: 1. Undergraduate audiences: students who are living in dorms and will benefit from the information received from the social media networks a. During the fall semester, a main component of this is residential assistant recruitment 2. High school students: 17-18-year-olds are extremely active on social media and may be curious about what Residential Housing has to offer Posting Times • According to what we have learned in class, the most engaging times to post are between 10-12 p.m. The next most engaging time is 4-6 a.m. • The most engaging days to post on social media are in order Saturday, Tuesday, and Friday o It is important to keep in mind these times when posting but variety should also not be ignored at the same time Meeting the needs of the audience Residential Housing needs to meet the needs of the students regarding various topics. Some of the most important information requested includes: 1. Returning room selection dates 2. Residential assistant application deadlines 3. Crisis information 4. Housing information for incoming freshmen and transfer students Creating Content for the Future • Residential Housing needs to focus on creating a voice for the future. One way in which to do this is by setting a professional tone at all times. The PACE student who is in charge of creating content needs to follow content buckets that meet the needs of the audience while also disseminating information on behalf of Residential Housing. While doing so, the student needs to remember that the posts are on behalf of the Ohio University Division of Student Affairs and must be professional. Measuring success over social media •

Gaining more followers is not always the best way to measure success on Twitter. Instead, we recommend that if Residential Housing wants to measure the success of our plan they should aim for an increase in strength and reach of at least 10 percent by the end of the second month

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For this measurement of success, we recommend using the website Socialmention.com. It is free and easy to use for beginners learning the foundation of social analytics By using HootSuite, Residential Housing can measure their success regarding how many people click on links and follower growth over time. They can also measure daily likes, daily feedback, how many people are talking about the Facebook page, and weekly total reach Another way to evaluate the success of social media is through the free Internet program Klout. It provides an in-depth comparison of all the social networks mentioned above compared to each other. It provides suggestions to further the audience reach for each network. Klout shows graphs regarding which networks impact the most amounts of followers. It also offers a way to analyze Instagram likes and comments Finally, the best way to measure the success of the YouTube videos is to go into the YouTube channel and individually monitor the statistics of the individual housing videos. This will prevent the skewing of results in Klout since not all of the videos on the channel are related to Residential Housing

Crisis Plan In case of an emergency, it is in Residential Housing’s best interest to follow a clear plan to ensure the greatest amount of dissemination for information among students. Whether it is a power outage or a natural disaster, it is important to have a crisis plan to follow in times of emergencies. One Voice The first step to handling a crisis is establishing who is the one voice of the crisis. There needs to be one voice so people know directly where to go: • The one voice will vocalize, with the correct medium(s) how to handle the crisis at hand • They should have accessibility during the crisis and be able to reach people • We recommend that Vice President Lombardi is the one voice of the crisis and uses Twitter because of its instantaneous nature o He has the greatest audience when it comes to current Ohio University students with over 7,000 Twitter followers o All other voices, Twitter handles, and Facebook pages need to support VP Lombardi by redirecting their followers to him and by retweeting what he has to say o In a recent crisis, Residential Housing Director Pete Trentacoste was acting as the one voice during the crisis, which led to a lot of confusion. Although it is important that he has a Twitter, we recommend that he looks to VP Lombardi for disseminating information Releasing Content

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The first thing that Residential Housing needs to do during a crisis is let students know that there is an issue and they will provide information as soon as possible, but in the mean time Residential Housing should get into contact with VP Lombardi After VP Lombardi has posted information about actions to take during the crisis, it is Residential Housing’s responsibility to disseminate the information through their social media channels o This includes updating the Residential Housing Web site with information, telling students on the Residential Housing to check in with VP Lombardi’s Twitter, and redirecting them to VP Lombardi’s Twitter page

Twitter Sharing Tree

Content Calendar Here is a sample content calendar for the first six weeks of spring semester that could easily be implemented through the use of HootSuite within two days

January 2014 Monday

Tuesday Wednesday Thursday

Friday

Saturday

Sunday

8 0A Facebook, Twitter & Instagram 5:15 a.m.

11 3A Twitter & Facebook 11:15 p.m.

13 1A Facebook 5:45 a.m.

16 1D Instagram & Twitter 4:45 a.m.

2G 2E Twitter Instagram 10:30 p.m. & Twitter 5:45 a.m.

19 20 21 1F 1B Twitter 3C Instagram at 5:30 Instagram & a.m. & Facebook Facebook 4:15 a.m. 5:30 a.m. 3B Twitter 11:45 p.m.

February 2014 Monday

Tuesday Wednesday Thursday

Friday

Saturday

Sunday

1C Twitter 3D Twitter at 4:15 & a.m. Facebook 10:15 p.m. 1

9 10 1E 3F Facebook Facebook 4:45 a.m. 10:15 p.m.

2A Facebook 4:30 a.m. 8

15 16 2B Twitter 1G 10:15 p.m. Facebook 5:00 a.m.

5 6 3E Twitter 2F 11:45 p.m. Facebook 5:45 a.m.

13 2C Facebook 11:15 p.m.

18 19 3H 3G Instagram Facebook & Twitter 10:15 p.m. 11:45 p.m.

Introductory Post: 0A: Facebook, Twitter & Instagram 5:15 a.m. Welcome back students! We hope you had a great break #OhioUWelcomeWeek

Content Bucket 1: Plan for success next year with Ohio Universityâ&#x20AC;&#x2122;s room selection 1A. Facebook 5:45 a.m. Check out our Web site if you are confused on how to register for a room next year http://www.ohio.edu/housing/busops/rsrs.cfm 1B. Twitter 5:30 a.m. The $200 housing deposit is due today by 3:00 p.m. if you havenâ&#x20AC;&#x2122;t paid already! 1C. Twitter 4:15 a.m. Today is the first day to add roommates for the new room selection process via #MyHousing https://adirondack.oit.ohio.edu/MyHousing/security/login_student_local.cfm 1D. Instagram & Twitter 4:45 a.m. If you wish to live with more than 3 roommates think about checking out a mod style facility

1E. Facebook 10:15 p.m.

Donâ&#x20AC;&#x2122;t forget that Ohio University offers gender-neutral housing. Check out our genderneutral housing FAQ. http://www.ohio.edu/housing/resed/gnh_faq.cfm 1F. Instagram & Facebook 4:15 a.m. If you want a better chance to live in a suite-style dorm like Adams Hall make sure you complete your contract before tomorrow.

1G. Facebook 5:00 a.m. Today is the first day for campus wide room selection if you met the application and deposit deadline. What dorm are you hoping to live in next year? 1H. Twitter 10:15 p.m. Transfer students: Find out if you need to living in residential housing for next year on our Web site. http://www.ohio.edu/housing/busops/transfer.cfm Content Bucket 2: Find your new home on campus at Ohio University 2A. Facebook 4:30 a.m. Check out the dormitory rooms at Ohio University without leaving your computer. http://www.facilities.ohiou.edu/housing/rs/halls/pictures.htm 2B. Twitter 10:15 p.m. Come find us today at #OhioUpClose for more information about housing and rates. 2C. Facebook 11:15 p.m. Check out our renovated doubles that include a sink in the room. Donâ&#x20AC;&#x2122;t worry about walking to the bathroom every night to brush your teeth.

2E. Twitter 10:30 p.m.

#WordOnTheStreet: Find out what dorm life is really like http://www.youtube.com/watch?v=M1aWfH4O_xs 2F. Facebook 5:45 a.m. Take a look into our three residential greens with our YouTube video. http://www.youtube.com/watch?v=y5ZCnzC2bg8 2G. Instagram & Twitter 5:45 a.m. Get the most out of your freshman housing experience by living in a freshman only dorm like Ryors Hall.

Content Bucket 3: Treasure your body and mind with our monthly segment on Residential Housing values (health and safety, scholarship, citizenship, student development and diversity) 3A. Twitter & Facebook 11:15 p.m. This month’s segment of values is scholarship. Let us know what you are interested in hearing about. 3B. Twitter 11:45 p.m. If you need to work on a group project utilize your dorm’s study room. Not only can you work on group projects in peace, but keep your roommate happy too! 3C. Instagram & Facebook 5:30 a.m. Jefferson Hall’s library is one of our favorite places to study. Where do you like to go when you study?

3D. Twitter & Facebook 10:15 p.m. This month’s segment of values is health and safety. Let us know any topics you are interested in.

3E. Twitter 11:45 p.m. In case of a power outage, remember to not light candles in your dormitory. Make sure you keep a flashlight on hand in your room. 3F. Facebook 4:45 a.m. If your heating is keeping you cool at night, put in a request with maintenance. Find more information on our Web site. www.facilities.ohiou.edu/requests/login.php 3G. Facebook 10:15 p.m. The most common crime on campus is theft. Make sure you remember to lock your door when you leave. 3H. Instagram & Twitter 11:45 p.m. Spot the symptoms of meningitis before it is too late!