Kathleen M. Dodd | Digital Strategy, Marketing, & Social Media Specialist kathy.dodd@gmail.com
(703) 403-5831
6416 Fleetside Ct, Alexandria, VA 22310
SUMMARY An accomplished, innovative digital executive with 20 years of experience in developing measurable marketing, advertising, social media, and digital solutions for higher education, as well as Fortune 500 and agency clients. A pragmatic and deadline-driven project manager with exceptional interpersonal skills. A dynamic team player and excellent communicator. A creative thinker who crafts unique branding experiences that generate enthusiasm and engagement among consumers. A strategic planner who inspires collaboration among peers and subordinates Social & Digital Marketing
Data Analysis
Strategic Marketing Planning
Creative Development
Business Requirement Development
B2C & B2B Marketing
Brand Management
Budget Management & Development
UX/UI Design
CRM Development & Implementation
SEM, Affiliate, & Display Advertising
Team Leadership
PROFESSIONAL EXPERIENCE Social Media Manager | George Mason University | Fairfax, VA | 10/2014 - Present Develop and manage the execution of strategic social media and digital initiatives including marketing campaigns. Create and supervise high-profile channels, and integrate interactive media into overall business strategies. Coordinate, collaborate, and provide expertise to such stakeholders as colleges and schools, faculty, external partners, deans, and communication directors. Seeks, trains, and supervises digital influencers to boost the brand. Monitor metrics for social media channels. Provide weekly briefings to executive council and senior leadership in person and through social media dashboards showing key performance indicators. • Developed and executed emerging mobile and digital media plan. Led to a 46% increase in engagement on internal channels, contributing to a 16% increase in undergraduate enrollment. • Provides leadership through the a cross-campus social media strategy that aligns all units with a cohesive messaging and branding campaign. • Manages marketing content calendar for the Office of Communications and Marketing. Controls digital components on cross-functional teams. • Collaborated with the Human Resources department of the Commonwealth of Virginia to update and revise statewide agency social media policies. • Drafted and trained a team of student assistants to provide tactical assistance and insights about the student population to ensure channels remain relevant to current and prospective students. • Lead the development of the university’s social media guidelines and policies for employees and faculty. • Manages the Mason Nation “Twitter Takeover" campaign, which identifies and activates online university influencers. • Partnered with analytics team to evaluate customer experience to drive change that lead to an overhaul of university web and social media presence. • Serving as a member of the George Mason University Staff Senate (currently in my 2nd, 2year term).
Kathleen M. Dodd
703-403-5831 - mobile
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Marketing & Communications Manager | Georgetown University | Washington, DC | 3/2011 - 10/2014 Managed social media, marketing communications, and digital campaigns. Developed and implemented effective content strategies that increased engagement while reflecting university brand standards. Created and executed strategy and marketing campaigns for diverse target audiences within the School of Continuing Studies. Provided daily administration and oversight of the CRM (Hobson’s Connect) and digital marketing systems. Responsible for marketing planning and execution, budget, and client service for more than 40 academic programs, summer school and special programs, and professional non-credit certificates. • Collaborated with academic programs to coordinate program marketing and social media messaging. Led the development of cohesive strategy to serve 60 social media sites in the School of Continuing Studies. • Designed and implemented the first school-wide social media student ambassador program, the Summer Programs for High School students, resulting in an increase in Facebook number of “Likes” to 545 from 47 the first year, 4,801 “Likes” the second year. • Developed the “Know Jack” campaign to increase awareness of the summer courses to Georgetown students. The campaign, which consisted of Twitter and placement of posters on campus with #KnowJack, and events, led to a 25% decrease in student departures. • Directed social media tactics for the SCS “Furloughed Employee Program,” which realized 675 enrolled students, generated more than 6,500 social media impressions, garnered media attention through articles and stories in: The Washington Post; Georgetown Patch; Washington Business Journal; NBC 4; InTheCapital; The Hoya; and WNEW-CBS radio. • Partnered with third-party agency to develop marketing strategies for Summer School programs, which resulted in a 127% increase of first-day registrations YOY. • Implemented tactical initiatives to build continuous awareness and interest for the Professional Education programs through a comprehensive SMS and CRM strategy. This contributed to a 17% YOY increase in revenue and enrollment goals. Marketing Manager, Retail | Rosetta Stone, Inc. | Arlington, VA | 6/2010 - 2/2011 As a member of the Marketing Operations team, led and strategized with many cross-functional teams to develop and implement promotional strategies for the North American retail channel. • Spearheaded all marketing operations efforts for the largest internally managed creative refresh in Rosetta Stone's history, which effectively supported a major product launch at the 180 retail locations nationwide from July through November, 2010. • Collaborated with district-level store management and executive leadership to create effective marketing strategies and retail merchandising solutions for all locations in shopping malls and airports throughout North America. • Developed engagement tactics to reach aspirational consumers during key periods on the retail calendar.
ADDITIONAL PROFESSIONAL EXPERIENCE Brand & Project Manager
The Taproot Foundation
Manager, Client Services
Pierce Promotions (Division of Ominicom, Inc.)
Account Executive
LM&O Advertising
Account Coordinator
RedPeg Marketing
Marketing Coordinator
Six Flags America
Marketing & Promotions Intern
Six Flags Ohio / Six Flags Worlds of Adventure
Kathleen M. Dodd
703-403-5831 - mobile
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EDUCATION Bachelor of Science, Business Administration, International Business The University of Akron | Akron, OH | 12/2001 Concentration: Marketing
AWARDS | CONFERENCES | PRESENTATIONS Social Media Strategies Summit - Higher Education 2018: Writing an Effective and Scalable Social Media Plan for your College or University (workshop) DC Marketing Summit 2018: Meaningful Digital & Mobile Engagement, panelist 2017: New Social Media Strategies, panelist Education Marketing Group 2014 Nominee “International Brand Master Award” American Marketing Association 2012 Symposium for the Marketing of Higher Education | New Orleans, LouisianaSession & Paper Presenter: "Central Marketing and the Admissions Office: A Perfect Pairing in Higher Education" American Advertising Federation 2012: Committee Member, District II ADDY Awards 2011: Board of Directors University Professional & Continuing Education Association 2012 UPCEA Marketing Seminar | New Orleans, Louisiana Session Presenter: “The Relationship Era is Here: A New Approach to Marketing in a New Era” North American Association of Summer Sessions 2013 NAASS National Conference| Denver, Colorado Session Presenter: “The Guerrilla Campus: Remaining Competitive in a Saturated Market”
TECHNICAL PROFICIENCIES Microsoft Excel
Tableau
Hootsuite Enterprise
Google Analytics
Microsoft Visio
Microsoft Power BI
Hobson’s Connect CRM
Falcon IO
Microsoft Project
AirTable
WordPress
HTML5
Final Cut Pro
Adobe Photoshop
Adobe InDesign
Adobe Illustrator
Kathleen M. Dodd
703-403-5831 - mobile
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Kathleen M. Dodd | References kathy.dodd@gmail.com
(703) 403-5831
6416 Fleetside Ct, Alexandria, VA 22310
Andrew (Andy) Ruge Associate Athletic Director, Marketing, Intercollegiate Athletics George Mason University 703-307-4802 - mobile aruge@gmu.edu Christine (Chris) Clark-Talley Associate Vice President, Office of Alumni Relations George Mason University 703-993-8757 - office 703-728-4284 - mobile cclarkta@gmu.edu Melissa Judy Marketing Manager Apple Federal Credit Union 770-713-8573 - mobile melissajudy191@gmail.com Roseanna Staton Executive Coach & Consultant Thesis LLC 917-617-8880 - mobile rschwamm@yahoo.com Former supervisor at Georgetown University Kristin Heydt Web Strategist, Digital Communications, Communications and Marketing George Mason University 540-497-2868 - mobile krheydt@gmail.com
Kathleen M. Dodd
703-403-5831 - mobile
References
Sampl e Soci alMedi a Pl anni ng
MASONSOCIALMEDIA | October 28 – November 3, 2019
ADMINISTRATIVE •
N/A
LOOKING AHEAD | EVENTS ON CAMPUS 10/31/2019 (Thursday) 10/31/2019 (Thursday) 10/31/2019-11/03/2019 11/01/2019 (Friday) 11/01/2019-11/03/2019 11/02/2019 (Saturday) 11/02/2019 (Saturday) 11/02/2019 (Saturday) 11/03/2019 (Sunday) 11/03/2019 (Sunday)
Outstanding Achievement Awards Ceremony Hail Satan and Penny Lane Film Screening Rags Bad Bunny - X 100PRE TOUR Northern Virginia Photography Expo: Nature Visions 2019 National Portfolio Day New Sound Collective Building Logic The Confessions of a Dangerous Mind Tour Daylight Savings Time ends A Day To Remember: The Degenerates Tour
OTHER DATES COMING DOWN THE PIKE: Gold Rush Nov. 8 RRCHNM 25th anniversary TBD Wilkins Lecture: Nov. 18 Petreaus /Rice event: Nov. 19 Arlington event: Nov. 20 Veterans lunch: Friday, Nov. 8, for photos on Veterans Day.
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
MON 10.28.19 Facebook: • Mason360 Contest: Thank you for promoting the Mason360 Video Contest! Below are sample messages and a screenshot of the promotional video (which is what we’re trying to use, rather than any graphics). Please share widely on your social media networks and other communication channels. Please contact Karen Wolf if you have any questions. LinkedIn: • Mason alum and Washington Nationals Assistant Clubhouse Manager Michael Gordon has known the lows of playoff losses, and now, the joys of working with a team that's leading in the World Series. Gordon, who got his start as an intern, has been with the team full-time since 2016. https://fal.cn/34JY4 Twitter (@GeorgeMasonU): • Mason Admissions Tweeting All Week! Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • Events for the Week Random Holidays for Social Media: • National First Responders Day đ&#x;š“ • National Chocolate Day đ&#x;?Ť
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
TUES 10.29.19 Facebook: • Newsdesk: GLOBAL HORROR: The Global Horror Film class fulfills the gen ed requirement for global understanding. The faculty member who created the class says that looking at a country’s horror films can help you see what people are afraid of. The four section (roughly 120 students) are taught two faculty member who are working on a book on this topic. One also has a podcast on this topic. Colleen. With provided art. LinkedIn: • Newsdesk: BILL HAZEL HONORED: Bill Hazel, Mason’s Director of Policy, was recently honored by the Medical Society of Virginia Foundation with its 2019 Salute to Service Award for Outstanding Service to the Profession. We talk with the former state Secretary of Health and Human Resources about the honor. JOHN HOLLIS. 400 words. Art: Bill Hazel. Oct. 25. Twitter (@GeorgeMasonU): • Mason Admissions Tweeting All Week! • Mason “Did you Knowâ€? Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • TBD Random Holidays for Social Media: • National Cat Day (Smithsonian-Mason Big Cats!) đ&#x;?…
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
WEDS 10.30.19 Facebook: • Newsdesk: Breast cancer awareness month story: George Mason University researchers Emanuel Petricoin, PhD and Mariaelena Pierobon, MD, lead personalized breast cancer trials that are extending patients’ lives and generating data that can be used by other cancer researchers to test their hypotheses. By Lauren Huey. Existing photos of researchers. LinkedIn: • Newsdesk: OUTSTANDING ACHIEVEMENT AWARDS: Advancer for the faculty/staff awards on Oct. 31 from 10-11:30am in Dewberry. New this year: Two Civility Hero Awards, instead of one. Possible people to highlight: Derek Vigon (provides mental health services to Mason’s student athletes—receiving the Quality Customer Service Award); Paula Azevedo (adjunct faculty in CEHD—receiving the adjunct faculty service award). Fun fact: All are welcome to wear costumes to the event. Oct. 25. Mariam. Possible existing mugs Twitter (@GeorgeMasonU): • Mason Admissions Tweeting All Week! • Mason “Did you Know” Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • TBD Random Holidays for Social Media: • National Candy Corn Day • Checklists Day ✅
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
THURS 10.31.19 Happy Halloween! Outstanding Achievement Awards Facebook: • Newsdesk: IMMIGRATION LITIGATION CLINIC: The Legal Aid Justice Center and Mason’s Law School announced the start of a New Immigration Clinic. The clinic, which launches fall 2019, will give students first-hand experience advocating for immigrant families. It offers students the opportunity to gain translatable skills and valuable perspectives on immigration law, specifically the deportation process and habeas corpus litigation. The clinic was made possible through a gift from alum Leonard Bennett. Art: TBD. Mariam. Photo scheduled for 10/22. LinkedIn: • Newsdesk: IMMIGRATION LITIGATION CLINIC: The Legal Aid Justice Center and Mason’s Law School announced the start of a New Immigration Clinic. The clinic, which launches fall 2019, will give students first-hand experience advocating for immigrant families. It offers students the opportunity to gain translatable skills and valuable perspectives on immigration law, specifically the deportation process and habeas corpus litigation. The clinic was made possible through a gift from alum Leonard Bennett. Art: TBD. Mariam. Photo scheduled for 10/22. Twitter (@GeorgeMasonU): • Mason Admissions Tweeting All Week! • Mason “Did you Knowâ€? Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • TBD Random Holidays for Social Media: • Halloween đ&#x;Žƒ • Brexit đ&#x;‡Źđ&#x;‡§ • National Magic Day đ&#x;ŽŠđ&#x;?‡
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
FRIDAY 11.1.19 Early Action Admissions Deadline đ&#x;Ž“ Facebook: • Graphic: Early admissions deadline đ&#x;Ž“ • Newsdesk: JANE GOODALL visited the Smithsonian-Mason School of Conservation (SMSC) on Tuesday, Oct. 8 and talking with students. Follow-up coverage of the event to include student reactions and possibly a quote from Jane from the lecture recording. Speak to the caliber of people at the institution and how students benefit. Art: Photos from Robert Barrett (SMSC). Oct. 11. Mariam. LinkedIn: • Newsdesk: JANE GOODALL visited the Smithsonian-Mason School of Conservation (SMSC) on Tuesday, Oct. 8 and talking with students. Follow-up coverage of the event to include student reactions and possibly a quote from Jane from the lecture recording. Speak to the caliber of people at the institution and how students benefit. Art: Photos from Robert Barrett (SMSC). Oct. 11. Mariam. Twitter (@GeorgeMasonU): • Mason “Did you Knowâ€? • Mason Admissions Tweeting All Week! Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • TBD Random Holidays for Social Media: • World Vegan Day • All Saints Day • National Author’s Day đ&#x;“š
Social Media Planning
October 28 – November 3, 2019
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MASONSOCIALMEDIA | October 28 – November 3, 2019
WEEKEND 11.2.19-11.3.19 Facebook: • Newsdesk: LEOPARDS: The National Zoo has added clouded leopard cubs from the Nashville Zoo to their collection. One of the cubs is named Jilian after Mason alumna Jilian Fazio, who has an MS and PhD in environmental science and policy from Mason. Fazio, who is also an adjunct in conservation studies, is the Clouded Leopard Species Survival Plan Coordinator and International Studbook Keeper. Possibly also for Spirit. Colleen • Newsdesk Video: TBD LinkedIn: • Newsdesk: LEOPARDS: The National Zoo has added clouded leopard cubs from the Nashville Zoo to their collection. One of the cubs is named Jilian after Mason alumna Jilian Fazio, who has an MS and PhD in environmental science and policy from Mason. Fazio, who is also an adjunct in conservation studies, is the Clouded Leopard Species Survival Plan Coordinator and International Studbook Keeper. Possibly also for Spirit. Colleen Twitter (@GeorgeMasonU): • Mason Admissions Tweeting All Week! • Mason “Did you Know” Twitter (@GeorgeMasonNews): • Mason News Instagram: • Campus imagery of the day provided by Creative Services Snapchat/Instagram Stories: • Newsdesk: TBD Random Holidays for Social Media: • Daylight Savings Time Ends (11/2) ⏰
Social Media Planning
October 28 – November 3, 2019
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SOCIAL MEDIA CALL 11/7/2019
AGENDA // Social Media Website: socialmedia.gmu.edu Join Us on WebEx Teams
1. Mason Nation Tweeter • N/A
2. Administrative • N/A 3. Plans / Events for remainder of this week and more: • Family Weekend • Gold Rush 4. Open Discussion - Discussion Prompt - What is going well with your social media that you would like to share or what major event or activity do you want the group to know about that is on your calendar in the upcoming few weeks?
Discussion Notes:
Janet Walker - Parking/Transportation: Regional Transportation for Thanksgiving, regional Virginia cities and one for Philadelphia (transportation.gmu.edu). Scooters are coming, stay tuned. Janet to send a posting about the regional transportation for Thanksgiving.
Sarah Holland / CHSS: Economics Professor, Bryan Caplan, his graphic novel “Open Borders” his book was named a New York Times best-seller. Re-tweet would be great!
Tracy Mason / COS: For Gold Rush tomorrow - video about concussion research being played at the game. Kathy to post on Saturday to Facebook and retweet from COS/College of Education.
November 11th - Mercury Transit Event (Shenandoah Parking Lot, top level) - Space Viewing Party - 8:15AM a physics professor will speak in the HUB ballroom.
Gem and Mineral Show - November 23 & 24. It will take place in Dewberry Hall. Jewelry sales, rocks on sale, demonstrations, exhibits, mines, fossil digs for the kiddos. Admission is fairly reasonable, Adults $6/Kids $3. Parking - use Lot A and use a shuttle.
COS Website launching December 1.
SOCIAL MEDIA CALL 11/7/2019 Maureen / Athletics: Tailgating and Student Involvement - 5 tailgating events will take place this year. They are listed on the student involvement page. James Madison game (November 16th).
Social Media Department / Program Strategy Worksheet
The Office of Communications and Marketing has created the following worksheet for those who manage an official social media presence for their university unit. After receiving authorization from your department to use social media for university business, print this worksheet and complete to the best of your knowledge.
Part I: Department / Program Information Department / Program: Name of Social Media Program-level Manager: Have you reviewed the George Mason University social media onboarding information? https://webinfo.gmu.edu/guidelines/social-media-onboarding o Yes o No Is your audience already using social media? o Yes o No (if selected, reconsider using social media to reach your audience)
Part II: Identifying you Audience Answer the following questions thoroughly and to the best of your knowledge.
Who are you trying to reach? (Check all that apply) o Current students o Faculty o Prospective students o Staff o Prospective employees o Alumni o Donors o General Mason Nation fans o Community members o Other: What are your goals in using this site? (Check all that apply) o Raise awareness of department o Build / maintain connections with audience o Drive traffic to website o Build / maintain connections with audience o Recruit new students o Recruit new employees o Promote event/ program/ service o Identify/ address issues o Other:
What metrics will you use to measure your success? (Check all that apply) o Fans / followers / subscribers o Submissions o Likes / favorites o Website traffic o Comments / replies o Click-through rate o Shares / reblogs / retweets o Keyword / hashtag use in conversations o Direct messages / mentions o Other:
Strategy, Communications, and Marketing
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Rev. 7/2014
In order, please rank the following social media platforms by what you believe to be the usage for your audience. Rank Platform Facebook LinkedIn Twitter Pinterest Instagram Google+ YouTube Snapchat
How does this social media site support the mission of your department?
Who will manage your social media account?
How much time do you plan to spend on this site each day? (Think updates, design, monitoring, reporting, user comments and questions, direct message response, etc.)
What type of content will you share?
Office of Communications and Marketing
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Rev. 8/2018
Where will you get your content?
How often will you post new content?
Can users submit/post content to your social media page? If so, what is the criteria?
What type of content is inappropriate for users to post on your social media page?
How will you address inappropriate comments?
Office of Communications and Marketing
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Rev. 8/2018
How will you publicize your social media presence? (e.g. newsletters, email signature, etc)
INTERNAL USE
Part I: Orientation Checklist o Review social media policy o Meet with marketing team o Complete social media worksheet with marketing o Create department / program social media plan o Scheduled date for meet back and review of plan (90 days after site creation) Part II: Social Media Sites Which sites agreed to: Name(s) for site(s): List of Department / Program Administrators: o Marketing Access Granted Date:
o Passwords Shared Date:
o Graphics Created and Shared Date:
Update and Monitoring Plan:
Office of Communications and Marketing
Page 4 of 4
Rev. 8/2018
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MASON SOCIAL MEDIA
updated: 11/22/16
YouTube Channel Report: August 1 - November 20, 2016
2016 vs. 2015 During the same period, 2016 has had an average increase in subscribers of 16.7%
Instagram stats for the past week — top rated post on this channel was a video.
MASON SOCIAL MEDIA
updated: 11/22/16
YouTube Analytics Report: August 1 - November 16, 2016
Looking at 2015 vs. 2016 in the same time period, there was an 161.22% increase in average view duration.
YouTube Analytics Report: August 1 - November 16, 2015
Average view duration significantly lower vs. 2016 during the same time period.
MASON SOCIAL MEDIA
Channel specific data for Facebook August 1 - November 20, 2016
updated: 11/22/16
Items to note: • Videos featuring student life have the highest reach (number of people exposed to the video) and the highest amount of viewership. •
Mason news items had average reach and viewership (Colgan statue 46.2K reach / 16.9K view; Scalia dedication 41.4K reach / 14K reach)
•
Student life videos were 120% more likely to spread throughout social media, more simply, the expected reach of student life videos is an average of 90% of our Facebook audience with an average 24% viewership amongst our Facebook audience.
•
Conversely, news related videos only see an average of 19% reach and 9.1% viewership.
MASON SOCIAL MEDIA
updated: 11/22/16
Channel specific data for Facebook, continued August 1 - November 20, 2016
Friday, November 8, 2019 at 13:10:37 Eastern Standard Time
Subject: Date: From: To:
11/7: Weekly BOV Numbers, Social Media Thursday, November 7, 2019 at 10:29:59 AM Eastern Standard Time Kathleen M Dodd Eric L Woodall, Melanie Balog, John David Hollis, Damian Cristodero, Colleen K. Rich, Mary Lee Clark, Michael Sandler, Stacy D'Angelo, Leigh Norman AEachments: image001.png TwiEer @GeorgeMasonNews: 13,914 (10/31) to 13,915 (11/7) Week over week change: +1 / 0.01% @GeorgeMasonU: 23,258 (10/31) to 23,284 (11/7) Week over week change: +26 / 0.11% @TodayAtMason: 610 (10/31) to 612 (11/7) Week over week change: +2 / 0.33% Instagram: /GeorgeMasonU: 24,132 (10/31) to 24,221 (11/7) Week over week change: +89 / 0.37% Facebook: /GeorgeMason: 131,568 (10/31) to 131,621 (11/7) Week over week change: +53 / 0.04% YouTube: /georgemasonuniversity: 3,470 (10/31) to 3,480 (11/7) Week over week change: +10 / 0.29% LinkedIn: linkedin.com/school/george-mason-university: 184,786 (10/31) to 185,143 (11/7) Week over week change: +357 / 0.19% -Kathy Dodd | Social Media Manager | Sta Senator George Mason University OďŹƒce of Communica_ons and Marke_ng Digital Communica_ons MA Higher EducaXon AdministraXon Candidate, 2021 e. kdodd5@gmu.edu | o. 703-993-4722 m. 703-403-5831 | t. @kathydodd * Please note that all email correspondence related to public business is subject to disclosure under the Virginia Freedom of Informa:on Act pursuant to 65533;2.2-3705.4.7. of the Code of Virginia.
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Engagement on a Shoestring: Connecting with the Mason Nation for its First Giving Day George Mason University (Mason) in Fairfax, Virginia is a young university by many standards. Located just a few miles outside of Washington, D.C. – Mason has over 180,000 alumni, over 32,000 current students, and a large faculty/staff roster. Even with a tremendous population, Mason still operates within decentralized siloes with practically all communications, events, and marketing initiatives. Everyone in higher education can sympathize with this story – how do you do more with less? How can you keep everyone on message and on brand when they are in a silo? On April 6, 2017, Mason held its first-ever Giving Day. Much to the surprise of many within the campus community, it was a resounding success! The small committee behind this day (consisting of personnel from the Office of Communications and Marketing and the Office of Advancement and Alumni Relations), exceeded their goals - with 1,000+ donors in a 24-hour period and total donations given amounting to over $152K. All this was done on a budget of $40K and a 6-week promotional period that started after Homecoming (Mason does not have a football team, so we have Homecoming during basketball season). In this session, you will discover how Mason planned a university-wide initiative in a short timeframe and with a small staff. Discover how Mason executed its plans the day-of giving day, and hear about major lessons learned. You will learn how we used social media advertising, campus resources, and word of mouth from high-profile alumni to generate excitement for the day. We will share the many lessons learned along 6-week pathway to April 6 - not to mention what to do when there are active tornado warnings in the area! We will share our insight on how this cross-functional team collaborated with key stakeholders, on-campus celebrities (former Washington Redskins’ players Darrell Green and Brad Edwards are on staff), and highprofile alumni (Olympic Gold Medalist, David Verburg) to provide awareness and excitement for this untested initiative.
Guidance George Mason University encourages the use of social media for communicating with our various stakeholders. Social media websites such as Facebook, Twitter, Instagram and YouTube are wonderful ways to stay connected to George Mason students and alumni. The purpose of providing this guidance is to ensure the proper portrayal, promotion and protection of the institution. Guidelines apply to all George Mason University affiliated social media accounts. Members of the George Mason University community using social media are subject to the George Mason Code of Ethics and the George Mason Student Code of Conduct. Employees are also subject to the Commonwealth of Virginia state employee policy 1.75: Use of Electronic Communications and Social Media, Commonwealth of Virginia state employee policy 1.6: Standards of Conduct, Family Education Rights and Privacy Act, Health Insurance Portability Act, and Virginia Freedom of Information Act. Disclaimer Where appropriate, include a social media disclaimer, or a link to the disclaimer on the George Mason social media website, somewhere on your social media account, provided the site allows comments or posts by others. The content of the social media disclaimer is as follows: At the heart of George Mason University’s mission is to support academic freedom and a diversity of thought. That includes robust-yet-civil discussions of ideas and beliefs. We encourage people to express their opinions in this space, but we ask that everyone be respectful of others, including those who disagree. Profane, threatening, discriminatory or demeaning content may be removed at the discretion of the moderator. You are fully responsible for the content that you share. Postings or comments made by individuals on this page do not necessarily reflect the views or opinions of George Mason University or any of the university’s divisions. This page is not to be used for solicitation of sales and/or the promotion of any goods and/or services. We will take steps to block users who violate these posting standards.
General recommendations The keys to success in social media are being honest about who you are, being thoughtful before you post, and respecting the purpose of the community where you are posting. Be transparent. Be honest about your identity. If you are authorized by your supervisor to represent George Mason University in social media, say so. If you choose to post about the university on your personal time, please identify yourself as a faculty or staff member. Never hide your identity for the purpose of promoting George Mason through social media. Be accurate. Make sure that you have all the facts before you post. It’s better to verify information with a source first than to have to post a correction or retraction later. Cite and link to your sources whenever possible; after all, that’s how you build community. If you make an error, correct it quickly and visibly. This will earn you respect in the online community. Be respectful. You are more likely to achieve your goals or sway others to your beliefs if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person. Be a valued member. If you join a social network like a Facebook group or comment on someone’s blog, make sure you are contributing valuable insights. Don’t post information about topics like Mason events or a book you’ve authored unless you are sure it will be of interest to readers. Self-promoting behavior is viewed negatively and can lead to you being banned from Web sites or groups. Think before you post. There’s no such thing as a “private” social media site. Search engines can turn up posts years after the publication date. Comments can be forwarded or copied. Archival systems save information even if you delete a post. If you feel angry or passionate about a subject, it’s wise to delay posting until you are calm and clear-headed. Maintain confidentiality. Do not post confidential or proprietary information about Mason, its students, its alumni or your fellow employees. Use good ethical judgment and follow university policies and federal requirements, such as FERPA. If you discuss a situation involving individuals on a social media site, be sure that they cannot be identified. As a guideline, don’t post anything that you would not present at a conference. Respect university time and property. As stated in the Responsible Use of Computing (University Policy 1301), employees and faculty may only use Mason’s Computing Resources on for the purpose of supporting the educational, research, and administrative needs of the University. Users may not use Mason’s Computing Resources for recreation or entertainment if such use interferes with the educational, research and/or administrative needs of the University. You should maintain your personal sites on your own time using non-Mason computers.
If you post on behalf of George Mason University Be transparent. If you participate in or maintain a social media site on behalf of the university, clearly state your role and goals. Discuss with your supervisor when you are empowered to respond directly to users and when you may need approval. Be connected. If you have been authorized by your supervisor to create an official Mason social media site or a video for posting in locations such as YouTube, please contact the Social Media Manager for an approved logo and other images and to ensure coordination with other George Mason sites and content. Be respectful. Some online communities can be volatile, tempting users to behave in ways they otherwise wouldn’t. Your reputation, and university’s are best served when you remain above the fray. Be thoughtful. If you have any questions about whether it is appropriate to write about certain kinds of material in your role as a Mason employee, ask your supervisor before you post. Personal site guidelines Be authentic. Be honest about your identity. In personal posts, you may identify yourself as a Mason faculty or staff member. However, please be clear that you are sharing your views as a member of the higher education community, not as a formal representative of Mason. This parallels media relations practices at Mason. A common practice among individuals who write about the industry in which they work is to include a disclaimer on their site, usually on their “About Me” page. If you discuss higher education on your own social media site, we suggest you include a sentence similar to this: “The views expressed on this [blog, Web site] are mine alone and do not necessarily reflect the views of George Mason University.” This is particularly important if you are a department head or administrator. Don’t be a mole. Never pretend to be someone else and post about Mason. Tracking tools enable supposedly anonymous posts to be traced back to their authors. There have been several highprofile and embarrassing cases of company executives anonymously posting about their own organizations. Take the high ground. If you identify your affiliation with Mason in your comments, readers will associate you with the university, even with the disclaimer that your views are your own. Remember that you’re most likely to build a high-quality following if you discuss ideas and situations civilly. Be aware of liability. You are legally liable for what you post on your own site and on the sites of others. Individual bloggers have been held liable for commentary deemed to be proprietary, copyrighted, defamatory, libelous or obscene (as defined by the courts). Employers are increasingly
conducting Web searches on job candidates before extending offers. Be sure that what you post today will not come back to haunt you. Don’t use the George Mason University logo or make endorsements. Do not use the Mason logo, athletic logo or any other Mason marks or images on your personal online sites. Do not use Mason’s name to promote or endorse any product, cause or political party or candidate. Protect your identity. While you want to be honest about yourself, don’t provide personal information that scam artists or identity thieves could use against you. Don’t list your home address or telephone number or your work telephone or e-mail address. It is a good idea to create a separate e-mail address that is used only with their social media site. Monitor comments. Most people who maintain social media sites welcome comments—it builds credibility and community. However, you can set your site so that you can review and approve comments before they appear. This allows you to respond in a timely way to comments. It also allows you to delete spam comments and to block any individuals who repeatedly post offensive or frivolous comments. Link back. You are welcome to link from your social media site to gmu.edu
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George Mason University (“Mason”) respects the rights of its faculty, staff, and students to use social media as a medium of self-expression and academic freedom. Mason employees are free to publish and/or comment via social media in agreement with this policy. Those in leadership responsibilities, by their position, must consider whether personal thoughts they publish, even in apparently private venues, may be misunderstood as expressing George Mason University positions. They should assume that their team and those outside of Mason with reading what is written a public blogs is not the place to communicate Mason policies to Mason employees. Understand your thoughts are in the public domain and can be published or discussed in all forms of media. Have no exception of privacy on social media platforms. Be aware of your George Mason University association in online social networks. If you identify yourself as a Mason employee or have a public facing position for which your Mason association is known to the general public, ensure that your profile and related content (even if it is of a personal and not an official nature) is consistent with the public trust associated with your position and conforms to the existing standards, such as Mason Code of Ethics and the George Mason University Student Code of Conduct. For more information, refer to “Resources and Policies” at the end of this document.
General Guidance 1. When using electronic communications tools and social media, users should: •
Use their accurate identities and state their affiliation when using electronic communications or social media for business purposes.
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Ensure the security of sensitive or confidential information when communicating electronically or posting the information on internal or external websites, including social media.
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Ensure information is accurate before posting on social media sites, state or agency websites (e.g. George Mason University website), or other electronic media sites. If it is discovered that information is inaccurate after posting, users should work to quickly correct the errors.
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Be clear that their communication or posting is personal and is not a communication of the of the university or the Commonwealth of Virginia (“the Commonwealth) when using electronic communications or social media for personal use, including personal use of social media outside the work environment. For Example:
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o Users should use their personal email addresses and not those related to their position with the university or the Commonwealth when communicating or posting information for personal use. o Users may use a disclaimer when posting opinions or views for personal use such as, “The views expressed on this (website, blog, social media site) are my own and do no reflect the views of my employer or of the Commonwealth of Virginia.” when appropriate to ensure these opinions are not viewed as official Commonwealth of Virginia communications.
Personal and Business Conduct on Social Media •
Users shall not use social media for personal purposes that might reasonably create the impression the content shared is authorized or controlled by George Mason University.
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Users are responsible for their conduct when using social media for personal or business purposes and should not post content that is discriminatory, threatening, or unlawful. All uses of social media must follow the same ethical standards that George Mason University must follow.
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When using social media networks for personal use, never represent yourself as an official spokesperson for George Mason University. If Mason is the subject of, or part of, the content you are creating, be clear and open about the fact that you are an employee (and/or student) of the university, and your views do not represent the views of George Mason University, fellow faculty and employees, students, vendors, or other affiliates of the university. If you post anything related to the work you do or professionally or academically related to the university, you must make it clear that you are an employee of the university and you are not speaking on its behalf.
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In general, administrators should post on George Mason University-affiliated social media platforms only using the account name of his or her department or unit. This maintains the privacy of administrators of George Mason University social media and preserves the consistency of the unit’s institutional voice on such platforms.
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Be aware when mixing your work at the university and your personal life. When using social networks there are often blurred lines between your work and personal lives and they are likely to overlap. Remember that our stakeholders and colleagues often have access to the content that you post. Keep this in mind when posting information that can be seen beyond your personal network of friends and family. Be cognizant that the information that was originally
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intended for your personal network can be forwarded on to others. Know that the Internet is a permanent and once information is published, there is a permanent record of your online activities, even if you “remove/delete” it later or attempt to make the information anonymous. •
Do not disclose private, confidential, privileged, proprietary, sensitive, or nonpublic information regarding George Mason University. In your role at the university, you may be exposed to information within reports, policies, procedures, or other internal information that is confidential. Never disclose information about our students, or any information about the university that has not been made available to the public. However, it is permissible to re-post official George Mason University communications that contain such items (e.g. the annual President’s Report) that contain such items without any change.
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Users should always adhere to the specific terms and conditions to each social network platform.
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Users much follow policies outlined in the Responsible Use of Computing.
Resources and Policies Members of the GMU community using social media are subject to the Mason Code of Ethics and/or the George Mason University Student Code of Conduct. Employees are also subject to the following: • • • • • • • • • • • • • • • •
GMU Web Standards and Guidelines George Mason University Brand Profile University Publication and Printing Function and Policies Use of the University’s Trademarks Responsible Use of Computing University Affiliated Social Media Sites Participation in Political Activities Continuity of Operations Planning Records Management Commonwealth of Virginia state employee policy, 1.75 Use of Electronic Communications and Social Media Commonwealth of Virginia state employee policy, 1.6 Standards of Conduct First Amendment Copyright Family Educational Rights and Privacy Act of 1974 (FERPA) Health Insurance Portability and Accountability Act of 1996 (HIPPA) Virginia Freedom of Information Act
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