What to improve your blog this fall? Public Affairs and Marketing is hosting a Blogger Bootcamp with Elizabeth Council, digital strategist at Hope. Elizabeth helps manage our blog network, including editing Stories of Hope. She also manages the college’s social media accounts, and wants to help you be better at sharing your department’s stories on your blog.
This one-hour session will energize your interest in blogging and offer tips on:
Instagram Stories. Facebook videos. Twitter graphics. Snapchat filters. Rapidly evolving social media presents similar challenges and opportunities for colleges all across the country, whether they are trying to promote student-athlete success in the classroom or in athletic competition.
The questions asked and answers sought here at Hope College aren’t much different than the ones asked at scholarship-offering institutions such as Baylor University in Texas and Assumption College in Massachusetts.
I recently was invited to speak on a panel at the annual College Sports Information Directors of America, National Association of College Marketing Administrators, and National Association of Collegiate Directors of Athletics Conference in Orlando, Florida, along with athletic communication professionals and marketers from NCAA Division I member Baylor and NCAA Division II Assumption.
Jil Price of Baylor, Ben Stockwell of Assumption and myself shared our insights on and experiences from developing a social media strategy with fellow athletic communication professionals and athletic administrators. We covered topics ranging from covering all of your sports without making teams feel inferior, to how to emphasize how to focus on a positive social media message, to teaching coaches how to support the college’s social media reach and how to utilize the coaches who already excel in social media.
We stressed how important communication and consistency are to creating a social media strategy that is both engaging and celebratory of all student-athlete accomplishments, no matter the varying levels of public and media interest.
While there are an increasing number of promotional options in social media, the fundamentals and keys to success remain the same for all institutions. Be focused. Be intentional. Whatever you do, do it well to maximize your opportunity to connect with the public, whether it be student-athletes, coaches, fans, or prospective students.
Hey all! I’m coming to you from the sunny back corner of the Web Team office in Public Affairs & Marketing with a quick post to catch you up on recent changes in the profile templates in the Hope College directory. When the profile template was originally designed, it included an optional Google Map to indicate your campus office location, and four fields to link to major social media networks (Facebook, Twitter, LinkedIn, and Instagram). After using the template for a while, creating nearly 400 faculty and staff profiles, we thought it was a good idea to make the options a bit more flexible, a bit less manual and a bit more fun. So here’s the skinny …
Automatic Office Maps
Your profile always had the option to include a map showing your campus office. But the address had to be added manually. Since your profile is already connected to Banner, there’s no sense doing extra work! Now all profiles will automatically drop a pin on the Google Map, indicating the office address in your Banner record.
Do you spend more time at another location? No worries. We can enter a different location! Don’t want a map at all? No worries. We’ll check that little box and poof no map.
Buttons for External Links
A lot of folks have additional links they like to include in their profile, aside from social media. Some are personal websites, some are CVs, and some we haven’t thought of yet are probably coming to mind as you read this. No longer will you need to awkwardly work these links into the otherwise brilliantly crafted narrative of your profile. We give you, custom buttons.
Flexible Social Media Links
If hearing about these new features hasn’t made the old profile options seem outdated, hold on to your hats. We reached into our interweb wrangling imaginations and pulled out some magic, and sprinkled it all over your social media links.
You can now add any social media link you like. Let me repeat that. You can now add any social media link you like. The page will automagically style the link using the social network’s logo and brand colors!!
The networks currently included in the template are:
Y Combinator News
PRO TIP To add a Snapchat link, put your handle after https://www.snapchat.com/add/ and the link will take users to a page with your Snapcode!
Is this superb, or what?! Are you disappointed to not see one of your favorite sites on the list? No worries. If it’s included in the FontAwesome collection, we’ll add it, for FREE! You read that right — we will add all requested, available icons at no additional cost to you! If it’s not available as a FontAwesome icon, go ahead and add it anyway — it will show as a stylish link icon.
Hope boasts over 40 blogs on the college’s blog network ranging in focus from faculty and administrative work to admissions features for prospective students. Public Affairs and Marketing helps maintain our network and serves as a campus resource to help our bloggers improve their site and their posts. We’re here to help you get better at blogging — and to blog more!
Think like your audience. What do they care about? What do they want and need to know? How do they talk and write? Write for them.
What’s your topic? Start with a general topic but know that it can evolve once you’ve started and that is OK! Subheadings are great for breaking up ideas.
Have a lot to say? Simplify your post with a bulleted list or create a series of shorter blog posts.
At a loss for words? No worries. Sometimes a paragraph or two, or even a short list, is all you need to say. Or, if you’re stumped, start by simply ask yourself questions about your topic and then answer them. Voila! You have a new post.
Include a graphic, photo or short video that supports your writing.
Publish your post when your audience will have time to read it — and when they expect it. Timing matters. For example, don’t wait until two days before to tell people about your event; And, publish on weekdays if it’s work related (but avoid Mondays and Fridays).
2017 is the year of the social media story. Originally created and monopolized by Snapchat, “Stories” is also a feature of Instagram (and Facebook, with little use), and is eerily similar to the Snappy original.
It’s here that I need to admit that, when Instagram originally added the Stories feature, I was flummoxed. Flabbergasted. And angry. The update came around not long after I began my first social media marketing job. I was at work when it surfaced on each person’s phone in the office, a familiar notification in the App Store. We spent the rest of that day discussing Instagram Stories off and on. How dare Instagram rip off Snapchat?! Instagram is owned by Facebook so, to us, stealing ideas from independent Snapchat just seemed wrong; I couldn’t understand why anyone wouldn’t just use Snapchat, the home of the original story. Before I ate lunch, I posted a Snap to my story claiming my territory, promising I would never leave.
And then, slowly, I began to see what makes Instagram stories unique: the quality. I started noticing gorgeous images and videos (along with the occasional amusing Boomerang). The drawing tools are smooth and alluring, and there are more distinct filters offered to lay over images and videos. As more of my friends and favorite influencers became acquainted with the feature, the more intrigued I became. Could I dare step back on my promise to defend Snapchat until its dying day?
I was not the only one easily suaded by the aesthetically pleasing Instagram spin-off; according to TechCrunch, Snapchat users have been using the application 20-40% less since the launch of Instagram Stories. Instagram definitely hit Snapchat where it hurts.
There’s good news here. Snapchat is not dying, with upwards of 58% of Snapchat users not being reached on any other comparable platform. Additionally, a survey conducted by WhatsGoodly in April found that 78% of millennials surveyed still preferred Snapchat over Instagram stories. And brand ambassador network Heartbeat found that out of the 100,000 13-20 year olds they surveyed, 74% post more on Snapchat than Instagram. Yet, Instagram stories are gaining traction overall, with over 200 million daily users around the world.
The best news? You don’t have to choose just one.
Here’s why I love both:
Having been a Snapchat user since 2013, I think of Snapchat as the application on my phone that most embodies its “social” label. My friends on Snapchat don’t have to look pretty, or fancy, or be doing anything particularly interesting to post to their story or send something to me privately.
Concerts, hangouts and other social events are best placed on Snapchat for privacy, which serves as another draw for the platform. Unless your account is private, anyone can see your story on Instagram. To be friends with someone on Snapchat means both parties consented to add each other. That makes the experience more intimate and explains the relaxed vibe most users find on Snapchat.
I head to Snapchat if I want to know what everyone’s up to tonight. I post spur-of-the-moment videos of my friends being funny, scenic shots if the weather’s nice or not, and little victories I want to brag about. It’s where my friends are.
I’ve started appreciating Instagram only really in the past year, and it’s because of newly-developed features such as the optimization for high-quality images. When Instagram updated the design of their entire interface about a year ago, every element was intentional in directing the focus of users to the images.
The Explore feature works to create a community feel by offering a stream of posts by accounts you don’t follow. It allows users to view similar posts to ones they’ve already liked.
Instagram allows you to discover new companies, stores, retailers, restaurants, and events to interact with socially.
I use Instagram stories when I’m out to brunch with my friends. I post when the angles line up in my office, the sun hits just right, a tree or flower looks particularly alluring, or my favorite local shop has a cool display. It’s where I can build my social clout and community.
Unlikely as it may seem, many young people like myself still find Instagram and Snapchat stories relevant. Next time someone tells you they use both Instagram and Snapchat, know it’s a true story.
At Hope, life outside the classroom is as vibrant as it is inside. Our Student Life office offers an array of opportunities for students to get involved in more than 50 student-led organizations.
However, for many years our student groups were provided a fairly limiting template and embedded blog for sharing information (and many were not updated regularly). When we began the process of redesigning the new Student Life website, we knew a key aspect to success would be a finding a way to showcase the many student organizations and opportunities.
Together, we chose to abandon the one-size-fits-all approach of handing every group their own site, and worked toward a comprehensive Student Organizations Directory. The new directory provides an at-a-glance view of every Student Congress funded group, with quick access to social media links. The expanding accordions allow interested users to learn more about each group with a short description, photo, and email address to contact.
We also recognize that some groups or organizations do require more than a directory listing. For those, we work closely with the group to identify specific needs and a plan for sustainability. A few examples of custom sites for student organizations include:
Does your office or department frequently host events? Public Affairs and Marketing is happy to help you share your good news and get more people in your seats. The first place to start is the Hope Calendar when hosting an even for on-campus attendees.
Gone are the days of simply sending a campus mail and calling it good. Entries on the Hope calendar can serve as your event’s webpage with all the details your on-campus attendees need to know: who, what, when, where, why, and even photos or a video if you have one. Guests can informally “RSVP” to show their friends they’re interested in your event, they can easily share the event to social media, and see on a map where you’re event is located.
When reserving your room in EMS, select “Yes” when asked if you would like this event to display on the Hope College public calendar. Include any descriptive text that should appear on the web in the “Event Details” section of the room reservation. This ensures any potential changes in time or location are updated in both EMS and the calendar. Approved events typically appear on the campus calendar in 1–2 business days. See more Calendar tips.
Include all the details you would normally put in your Campusmail such as a title, description, time, dates, etc. in the description box. Don’t worry if you don’t know all the details, you can always update your entry later by emailing firstname.lastname@example.org.
Use the same email address to send us a photo or graphic, otherwise we will choose a default image, which are usually not as exciting as one promoting your event.
Please be sure your calendar entry is always current. Email changes or new information to email@example.com.
Tweet or post to Facebook
Once your event is listed on the calendar and your image is in place, start tweeting about it and share it with your Facebook fans, even if it’s six months away.
Always include a picture or graphic with your social media and link to the calendar entry.
Consider creating a Facebook Event if you’re feeling savvy with Facebook. We can even help you link the Facebook event with the Hope calendar entry, or help you advertise the event on Facebook if budget allows.
Speaking of advertising, promoting events to specific groups of people can help ensure you have a robust audience. We can help you devise a social media advertising plan if your budget allows.
A few weeks, or months, out
Don’t wait until the day or week of the event; Start talking about it early!
Use your office or division’s social media channels to promote your event. Be sure to include an eye catching graphic or a photo, and always link to the Hope calendar entry or Facebook event.
Use hashtags, when appropriate, but before you choose any old hashtag, talk to Public Affairs and Marketing. We’ll help you find the right one.
Tag other users or offices involved in the event.
Ask faculty and students in your department to share to their social media.
If your event is for students, consider how Instagram and Snapchat can be utilized for your event. Public Affairs and Marketing often offers offices the opportunity to “take over” the Hope account for special events and academic promotion.
Day of event
For big events, have someone tweet and post to Facebook during the event.
Consider adding photos and video to Instagram if your office has an account. This is the fastest growing social channel for Hope’s followers.
Share photos of the event (think “behind the scenes”) or take videos with a phone.
Use a hashtag if you have one — or use one that’s globally popular, yet relevant to your event. Example: “#MarchMadness”
After the Event
Be sure to post photos, videos or a “thank you” message to your social media followers
Most social media accounts allow you to look at data on your social media performance. Check it out to see which posts or tweets were most and least effective.
Recycle your posts and tweets throughout the year to continue talking about the event. This will help keep it top of mind for next year.
For more information on promoting your event or news online, please connect with Elizabeth Council, digital strategist, in Public Affairs and Marketing.