Final Paper – General Recommendations

Hi class! I will be out of town today, but did draft up a final report that was sent to Ryan for review. Below is the copy. Please let me know if you all have any suggestions.

_________

Social media is an evolving tool that is continuously changing the way society interacts and views the world. From politics to entertainment, there is no topic that is off limits for conversation among the masses especially in a community of college students. Students are constantly on the go between classes, work and extracurricular activities that social media and its app can easily become the primary source of news. With this precedent in place, it can be quite challenging for traditional media (radio, television and newspapers) and others outlets successfully target an active mind.

Based on the findings from our experimental social media channels, it is noted that engaging college-aged students is not an easy task. The interest of many does not necessarily blend perfectly, however, that does not mean that a cohesive page with quality content cannot be achieved. In fact, it is an effort that can be accomplished with extensive social media research and a deep understanding of the audience. Below is a brief overview of the best practices that can be implemented in local outlets gearing their material to students.

As previously stated, it is essential to understand the basics of the outlet. This can be achieved by asking the fundamental five W’s (who, what, when, where and why) and one H (how). This may read as trivial, but knowing the purpose of your message will better translate to the audience through postings. The planning stage can take as long as needed and often times go through a various of edits before being solidified for a beginning standpoint. Knowing the demographics and a general viewpoint of the audience will make it easier to narrow down the relevant platforms.

For clarity purposes, the audience will remain as college-aged students. As an outlet, it is essential to understand that each person brings their own unique perspective to the social media environment. With this notion in mind, it will open up an avenue to realize that all young women and men are not equally tech savvy and/or up to date with the latest trends. As a social media strategist, it is imperative to know a few simple guidelines such as the difference between use and access. For starters, it should be understood that all students will not use social media for pure academic purpose and development. At times, technology is a simple outlet for staying socially connected and for fun times. Furthermore, if a student is behind on or lacks the common knowledge to navigate social media, it may be due to socioeconomic status and race. Having a background on how certain factors play into interaction will serve as a starting point of creating a sound channel.

Social media marketing aspects and effectiveness suggest creating content that is focused more on the quality and not quantity. The idea behind it is to report buzzworthy, newsworthy events that do not overwhelm the audience. Through this, the goal would be to open up an online conversation on the given topic that keeps individuals engaged. Listening to the tone of the community by observing how members interact with one another as well as general etiquette will establish long-term relationships built on trust. This can potentially generate two-way conversations with followers to talk about their interests. Having open communication can bring more involvement on the end of the channel by being able to respond promptly to messages, questions, comments and utilize proper terminology such as hashtags. As a the brand continues to develop, be sure to monitor other social channels and competitors while bearing this question in mind: “What is the desired outcome?”

In regards to popular platform, there are listed bullet points to review:

 

Facebook

  • Celebrate great things happening
    • Sports, arts, cultural events
    • Post blog articles, news items and announcements
      • Awards, achievements, honors
    • Share educational memes
  • Post 8 p.m. to 7 a.m.

Twitter

  • Use a hashtag for your school
  • Engaging GIFs, videos and photos
  • Post 7 a.m. to 8 p.m.

Instagram

  • Best place to post engaging images to entice alumni, current students and prospective
  • Show events such as sporting events, Quad day, school history, etc.

LinkedIn

  • Use it as a platform to help connect students and alumni
  • Post blog articles, news items and announcements
    • Awards, achievements, honors
  • Follow local businesses, campus outlets (radio, tv, newspaper)

General

  • Be consistent and available
  • Quality content

 

Contribution – Week of 4/12 to 4/19

Researched, wrote and entered all information for final project paper for the following sections: Objective, Introduction, Keywords, Literature Review Links, Research Question, Method.

 

Objective:  Begin thinking about our ultimate goal — drafting, as a team, a final report to campus and other local media using our readings, experiences and data to make a convincing case for how they could improve their social media products to more engagingly reach a campus audience.

Introduction

Today, social media has become a necessity in the daily lives of millennials. Interactions have become less of an organic, face-to-face ordeal and more of a distant, instantaneous line of communication. Whether it is meeting new individuals or receiving updates on news from across the country, people are connected now more than ever. It has become second nature for people to receive their news online since it is quick and convenient. Our

 

Literature Review

Keywords: social media, college, university, students, media, Twitter, Instagram, Facebook, audience, UIUC, Illinois, platforms, newspapers, engagement, campus, strategies, marketing

 

Links

http://bit.ly/1Se4vzq

Digital Inequalities

  • Assumption that all students are tech savvy and up to date with all trends
  • Understand that students may not use social media for academic purposes and development
  • Understand the difference between access and use
  • Know that social media engagement can affect college admission process
  • Social economic status and race may affect participation   
    • African-Americans more likely to use Twitter, less likely to use FB to check on friends
  • Make sure to target both genders
    • Men
      • Use social media to make new friends
      • Play games
    • Women
      • Use it to maintain current relationships
      • Post public messages, send private ones, send friend requests, post photos
      • Use Pinterest and IG more than males

 

http://bit.ly/1S21zcP

Social Media Marketing aspects

  • Create buzzworthy/newsworthy events
    • Create a way that fans can promote pages
    • Create online conversations
  • Strategies
    • Listen to the tone of the community
      • Observe how members interact with one another and etiquette
    • Listen to other different social channels & competitors
    • Target which platforms are relevant to the student population
    • What is the desired outcome?

 

http://edut.to/1xAlGD8

School Website

  • Must be mobile friendly
  • Easy to update
  • Link to other social media platforms
  • Reflects school culture

Facebook

  • Celebrate great things happening
    • Sports, arts, cultural events
    • Post blog articles, news items and announcements
      • Awards, achievements, honors
    • Share educational memes

Twitter

  • Use a hashtag for your school
  • Engaging GIFs, videos and photos

LinkedIn

  • Use it as a platform to help connect students and alumni
  • Post blog articles, news items and announcements
    • Awards, achievements, honors
  • Follow local businesses, campus outlets (radio, tv, newspaper)

General

  • Be consistent and available
  • Quality content

Instagram

  • Best place to post engaging images to entice alumni, current students and prospective
  • Show events such as sporting events, Quad day, school history, etc.

 

Research Question

The research question that we are exploring is: What can campus and local media do to improve their social media platforms to better engage with the campus audience?

Revision: In what ways can campus and local media better engage with a campus audience through their social media platforms?

 

Method

Target group: Campus and local media consists of the following:

  • University of Illinois at Urbana-Champaign
    • Public Affairs Department
    • The Daily Illini
    • UI-7
    • College Departments
      • College of Media
      • LAS
      • ACES
    • PRSSA
    • AAF
    • JAMS
    • NABJ
  • Local Media
    • The News Gazette
    • Ebertfest
    • WCIA 15
    • News Channel 15
    • Herald & Review
    • The Pantagraph (Bloomington)
    • Journal Star (Peoria)
    • Illinois Public Media
    • Star Courier (Kewanee)
    • Suburban Life Media (Downers Grove)
  • Social Media Platforms to consider
    • Instagram
    • Twitter
    • Facebook
    • LinkedIn
    • Periscope?

Contributions – April 5-12

As a member of Group 3, I uploaded the appropriate categories for the final paper in our shared document. Within that I posted the overall objective, began to write the introduction and listed out the research question. Under the RQ tab, I listed campus and local media outlets that could be potential target groups whose social media needs to be more in tune with the college student demographic.

Contributions & 10 Point Attributes, etc.

Completed Tasks

  • Generated following on Instagram page
  • Posted content with caption and visual related to campus audience interest
    • Included hashtags and tagging others when appropriate
  • Presented the page and purpose to sorority
  • Researched more pages that do a great job reaching the campus audience

Likert Scale (10 point)

  • Driven by visuals (GIFs, details/clear photo)
  • Includes a hashtag related to category and/or incorporates Illinois in some way
  • Engaging caption that does not repeat headlines and is free of typos
  • Encourages interaction – can be done through asking a question in caption, GIF
  • Reflective of the current culture and atmosphere of university students
  • Creative, but simple
  • Presented on the right platform based on the message
  • Could potentially generate some type of openness in a way that a conversation could be started
  • Post is focused on specific topic – not random
  • Participation in terms of likes, shares and retweets

Business Goals

  • Achievable
  • Measurable
  • Realistic
  • Timely
    • Specific
  • Ethical
    • Reachable

Social Media Techniques/Technologies

  • Create social media objectives and goals
  • Gather content using a collection system for content (ex. Evernote)
  • Schedule a half hour each day for social media scoping
  • Interacting with our own posts – reposting, liking, sharing and commenting
  • Possibly share the post more than once on social media such as Twitter and Facebook
  • Research social media inspiration from competitors, influencers, etc.

Ultimate Goal

  • Creating a platform that reflects the real live time feed for a campus audience
  • Incorporate current students into the work environment to get a first hand perspective
  • Find the influencers in multiple areas to help with the promotion of pages

Contribution – Week of March 8th

Week of Tuesday, March 8th  

Contributions

Week of Tuesday, March 1st 

  • Posted brief video link of Buffer tutorial under “Reports”
    • Listed written steps out in detail on how to utilize the application

Week of Tuesday, Feb. 23rd

Unfortunately, I was not in class this week due to having flu symptoms.  However, I was able to generate tweets based on the “Identity” category and sent this over to the ‘Nois editors.

Week of Tuesday, Feb. 16th

  • Creator of the account name “The ‘Nois”
    • Thoroughly flushed out subcategories to represent qualities that would best fit under each persona
  • Created individual pages for “Identity” category (Facebook, Instagram, Twitter)
    • This is prior to knowing that we went would go to one page

 

 

 

 

Buffer Overview

Video Link: https://www.youtube.com/watch?v=6hm_WWAIvRM

Steps:

  1. Go to http://buffer.com
  2. Login in with general information
    1. Email: thenoisofficial@gmail.com
    2. Password: thenois2016
  3. Accounts listed on the left hand side
    1. Twitter (main account selected)
    2. Facebook
  4. Click “Content” tab
    1. Click on “What do you want to share?” section
    2. Tab opens up with both accounts selected in top right hand corner
    3. Copy link
      1. Will automatically make the link shorter in the format of buff.ly
      2. Prior to that, please be sure to drop your link in the bitly account and copy it into Buffer
    4. After the link is posted, suggested images related to the link will appear.
      1. If not, then click on the Add Images/Videos in the bottom left hand corner of the box
    5. Type in your tweet
      1. Watch for the suggested count to make sure you are in the margins of the tweet for Twitter. On Facebook, the text is unlimited.
    6. Once the message is complete, click the arrow next to the blue “Add to Queue” tab.
      1. Three options will appear: Share Next, Share Now and Schedule Post
        1. Most of our posts will fall under “Schedule Post” and a calendar as well as time will appear.
      2. The tweet will appear below and the “What do you want to share?” section will appear open again
    7. The “Analytics” tab is utilized to review how many retweets, likes, mentions, clicks or potential views that the tweet will or has generated
    8. The “Schedule” tab allows you to create a unique calendar and overall view of upcoming tweets
    9. Happy posting guys!

If you have any questions, do not hesitate to reach out to me for any help!

Buffer Account

Hi everyone!

I created the Buffer account for tweets and FB posts to be scheduled. The site is as following: buffer.com

The login information is the general email and password.

  • Email: thenoisofficial@gmail.com
  • Password: thenois2016

I will be posting more on how to navigate the site later this week. If you have any questions, just let me know!

 

Identity Update

Hey everyone!

I won’t be in class today because I am recovering from flu symptoms, but I wanted to be sure to update you all. The email for the “identity” category is set up and attached are screenshots of the social media that have been created as well.

NOIS Editors: I apologize for the delay, but will be sending you all an email of tweets by the end of tonight.

I will be sure to check the sites for updates! See you all next week.

 Identity - FB Identity - Twitter Identity - IG

Flyer Promotional Copy

We’re bringing “The ‘Nois” right to you! Follow UIUC’s newest social media for all updates from breaking news to Illini legacy!

Want to stay up to date with all local and national events? UIUC’s newest social media is ready to bring you “The ‘Nois.”

Keeping you up to date with all things in #ILLINOIS and across the nation with new social media: “The ‘Nois!”

“The ‘Nois” is speaking volumes on all topics geared toward YOU! Follow on social media for all the updates.

We want the “The ‘Nois” to be loud and clear! Check us out on social media for the latest news.

Practice Tweets

Hi everyone! Sorry for the delay. I thought I posted this on Thursday night, but ended up saving it as a draft. Here are my tweets below:

 

  • Now! (headlines, breaking news, crime)

Judge refuses to change ruling of guilty decision on man who left baby to die in a farm field after learning he may be mentally ill

  • Enjoy! (arts, entertainment, travel, fashion, leisure)

Chuck Koplinski weighs in on the current Hollywood films such as ‘Hail, Ceasar!’

  • Active! (fitness, sports, health, nutrition)

Tyra Buss & Indiana Hoosiers have continued to be a force to be reckoned with when playing against #ILLINOIS

  • Connect! (careers, classes)

A more casual & innovative approach to a career fair is presented by Illinois Founders to offer students more unique job opportunities

  • Believe! (faith, service)

8th grader redefines the meaning of giving back: Nicolas Ramkumar raised $10,000 to buy 360 laptops for Franklin Middle School in Champaign

  • Diverse! (gender, minorities, ethnicities)

Central High School students explain the importance of National African-American Parent Involvement Day during Black History Month

  • Belong! (family, Illini legacy)

#ILLINOIS, a research one institution, has a budget that remains solid despite closure of other in-state universities

  • Discuss! (politics, issues)

Politicians from opposing sides weigh in about President Obama’s visit to the Illinois General Assembly

 

Group Three – Best Tweets

Completed by: Brea Thompson, Ruoxi Su, Khaoula Dellahi and Henry Prystowsky

  • i-Arts (fine arts)
  • Krannert event called ‘Baldwin/NOW’ aims at spreading the awareness of #BlackLivesMatter through dance and theatre.
  • i-Believe (faith)
    • The Pope visiting the United States was a huge deal, but not as much as the car he was in, which was sold for over $80,000 recently.
    • Hispanic Catholics Celebrate Our Lady Of Guadalupe, Heritage In Peoria
  • i-Enjoy (entertainment)
    • UIUC to ban the coolest way to get from point a to point b on campus come the Spring semester.
    • Pro Bowl ratings continue to slide while NBA All-Star game ratings rise.
    • Emmy Award winning composer Jeff Beal will perform with the C-U Symphony.
    • Rashida Jones shows her talent for drama in NBC’s Angie Tribeca
  • i-Family
    • UI Ice Arena is known for endless fun for students, community members & aiding Olympian Bonnie Blair into her passion for ice skating
    • Children ditch their traditional birthday celebrations in exchange for, “paying it forward” projects.
    • Adoptive parents attempt to find a balance between their children’s “Americanization,” and keeping rooted to their background.
  • i-Fit (sports, health, etc.)
    • History is made on the slopes of this year’s X Games when cameras identify Gus Kenworthy’s boyfriend, marking the first time a gay athlete’s significant other was featured during the competition
    • Duke, one of the nation’s most storied and successful teams drops out of AP Top 25 for first time in 9 years.
  • i-Grind (studying, careers, etc.)
    • Would you like to study in the U.K. this summer? Attend U.K. Fulbright Summer Institutes Info Session to learn about this fully funded study abroad opportunity in the United Kingdom!
    • The Business Career Fair is coming up this month. Do you have your “elevator speech” prepared?
  • i-Headlines (“if it bleeds it leads”)
    • World Health Officials declare brain debilitating virus, Zika, a global emergency.
  • i-Legacy (traditions, alumni, etc.)
    • Senior research scientist at Beckman Institute & former #ILLINOIS football player combines his two passions to observe athletic injuries 
    • Students celebrate their beloved campus pet, the squirrel, on National Squirrel Appreciation Day.
    • Recent grads develop the app, Move, that gives users ideas of events happening around them
  • i-OfColor (racial and ethnic minorities)
    • The Gun Violence exhibition titled ‘Unforgotten’ from Chicago makes its debut at the University of Illinois’ YMCA
  • i-Serve (service to the community)
    • Are you looking to give back to the #ILLINOIS community? Check out our calendar for the most recent volunteer opportunities!
    • Instagram famous dogs help promote shelter adoptions.
    • Illinois volunteers collect bottled water for Flint 
  • i-Travel (international students, student travels)
    • Recent report shows that Android users travel usually 40% less than iPhone users
  • i-Women
    • Hilary Clinton’s women population vote is starting to be in question during recent GOP debate
    • -Barbie launches new sizes and body shapes for the legendary doll; but some are saying is it too little, too late
  • i-Wonks (politics)
    • Does discussing politics and the state of our country’s government get you excited? Then you would make the perfect candidate for the Illinois Congressional Debate Society. Our goal is to help foster within our members personal growth and understanding in the areas of politics, public speaking, and knowledge about current events relating to foreign affairs, economics, and public welfare.
    • Adele to Donald Trump: “Hello, it’s me…you can’t use my music on your campaign anymore”
    • Donald Trump is asked to stop playing Adele songs at his rallies after she states herself as a, “Labor girl through and through.”

Headline – Test Drive

  • i-Arts (fine arts)
    • Are you a big fan of orchestras or dance performances? If so, the Krannert Center is the perfect place for you! Check out our tours for info
  • i-Believe (faith)
    • Looking into joining a peer based community of leaders in worship? Check out the campus’ Christian sororities/fraternities and RSOs
  • i-Enjoy (entertainment)
    • The weekend is finally here & the possibilities are endless for activities. Grab a friend for some fun at the ice arena or bowling alley!
  • i-Family
    • UI Ice Arena is known for endless fun for students, community members & aiding Olympian Bonnie Blair into her passion for ice skating
  • i-Fit (sports, health, etc.)
    • Kobe may be retiring after this season, but his legacy will continue through the numerous children named after him
  • i-Grind (studying, careers, etc.)
    • Need help polishing your resume or cover letter? Pay a visit to the Career Center for all assistance so that you can prosper at #ILLINOIS!
  • i-Headlines (“if it bleeds it leads”)
    • Developing story: California prisoners plan intricate escape – One turns himself in, two others still missing
  • i-Legacy (traditions, alumni, etc.)
    • Senior research scientist at Beckman Institute & former #ILLINOIS football player combines his two passions to observe athletic injuries 
  • i-Of Color (racial and ethnic minorities)
    • Flint, Michigan government employees receive clean water as other residents are told that the tap water is safe to consume
  • i-Serve (service to the community)
    • Are you looking to give back to the #ILLINOIS community? Check out our calendar for the most recent volunteer opportunities!
  • i-Travel (international students, student travels)
    • Ready to take your #ILLINOIS education abroad? Check out the many programs offered to see where you can travel and study!
  • i-Women
    • There are multiple resource centers on campus that are here for students. A great example is the Women’s Resource Center on Wright St.
  • i-Wonks (politics)
    • Can’t get enough of politics? If so, this is your chance to get first-hand experience through the university Student Senate!