Social Media Marketing

Utilizing Social Media for Student Recruitment and Retention!

Navigate your Campus Social Media Arena

Facebook, Twitter, Instagram, Snapchat and the list goes on. Identify the platforms where your audience spends most of its time on to chat, exchange information or share. While there are general industry-wide trends, take the time to identify where you have a high or low volume of followers and engagement. Remember, you don’t have to tackle 10 platforms. The key is to identify and engage your audience without spreading yourself too thin with resources.

Form a Social Media Task Force

You want your social media channels to appeal to all audiences, yet at the same time you want prospective students to get the information they need when they need it. The key is identifying student leaders who are skilled with social media marketing, but also, have an understanding of how students and parent communicate regarding college life. A helpful tip is to create a buyer’s persona: profile your typical student who is likely to attend the college based on student programming, campus activities, etc.  

Form a University Social Media Strategy:

What are we already doing?

Take an audit of your presence on social media, how it is working and what holes/gaps exist. You do not want to duplicate efforts. Is your current social landscape aligned to your enrollment mission? How efficiently are they operating in this capacity?

What are we already doing?

Take an audit of your presence on social media, how it is working and what holes/gaps exist. You do not want to duplicate efforts. Is your current social landscape aligned to your enrollment mission? How efficiently are they operating in this capacity?

What are our competitors doing?

Are they active on multiple social media sites, or just one or two? What types of content generate the most engagement? How do they differentiate content for diverse audiences? Do not limit yourself to just your own competition — in fact, look at colleges, companies, and individuals. Look to everyone, especially industry models who excel in their digital communications usage.

What are the most innovative colleges doing?

Look to the institutions that inspire. What is it they are doing that your target audience responds positively to? Why do they respond that way, and how can it be applied to fit your social media strategy?

Match Existing Recruitment Goals with Social Media!

Recruiting through social media is not a one-way street. Social Media is a forum for facilitating conversations. Think of it as a powerful listening device and sharing platform, not a place for lecture, or one-sided communication. Social media enhances your institution’s research and development.

It gives you a platform to tell the stories and the core messages of your institution which is critical to recruitment and yes, this pertains to recruiting parents who are looking to attend college to prepare for a new career or to sharpen their skills set to improve their work performance on the job.



Social Media Checklist for your Law Practice!

Establish your Audience:

The critical part of your strategy is knowing your audience. We’re not talking about the clients that you already serve. This is about the kind of audience who may be a prospect. This is key when it comes to social media advertising. Gather specific details such as age, gender, profession, marital status, interest(s), etc. The name of the game is to narrow the search from “People who need a lawyer” to “People in the NYC Metro Area who have been involved in a traffic accident or may be looking for a personal injury lawyer.” The more details, the more you can target the right audience and start nurturing relationships.

Platform Selection:

It’s important to not spread yourself too thin. You don’t need to take on 10 platforms when you can tackle 2. The key is to follow the first rule of establishing your audience and asking yourselves where they are likely to engage your brand. For attorneys, the best places are Facebook and LinkedIn. This is because lawyers can establish themselves on LinkedIn as Thought Leaders for a particular concentration in law such as Family Law or Criminal Defense. More specifically, lawyers can blog about key issues facing their practice that they can address without compromising Attorney-Client Privilege. As for Facebook, it’s the largest social network with engagement and the membership size. Facebook is a great way to diversify your content and focus on branding yourself as not only the expert, but a professional who gives back to the community as well.

Set S.M.A.R.T Goals:

For any practice, it’s important to set S.M.A.R.T. Goals to have clear and specific goals in mind as you’re planning your firm’s strategy. For example, are you trying to generate more hits to your website, or increase your following on a specific platform? Do you want more subscriptions to your newsletter or are you trying to generate more inbound telephone consultations? By setting these goals to measure your activity each month, you’ll be able to track what works and what hasn’t worked with generating traffic and brand recognition to your practice.

Create a Social Media Policy:

If more than one person will be interacting with your audience, it’s important to make sure everyone involved knows what’s expected of them. Be clear with who handles what to avoid sending mixed messages to your base. Once you’re inconsistent, your engagement rate with your audience will decline and it takes significant work to get it back. Responses should appear unified and consistent. The personality presented should be that of your law firm, not the individuals posting for your brand.

Measure & Review Results:

Your practice should be watching several factors such as:

  • Size and growth of your audience on social platforms

  • Types of content create the most engagement

  • Visitors referred to your website through social media

  • Leads generated through social media

Following the checklist above as you plan and revise your law firm social media strategy will help your practice achieve the best ROI possible. Sticking to the checklist will ensure that you remain focused on your business goals and whether or not you are reaching them in a timely fashion. Your team will know if your practice is moving in the right direction or if your practice needs to reconsider your social media strategy and make necessary adjustments.

3 Social Media Marketing tips that you can’t afford to ignore!

Social Media Marketing is a process of attracting followers to your brand via social media. The purpose is to convert followers into paying customers. In 2016, companies are investing in social media strategies because earning a customer’s attention is not the only way of doing business anymore. Now, it’s up to companies to hold a customer’s attention online, long-term. To earn repeat business, companies must present their brands online with consistency. This week, Sociamerica will share 3 tips that make the difference between generating revenue and losing sales.

1.     Don’t post anything that isn’t consistent with your brand

The number 1 cause of losing followers online is posting content that’s irrelevant to your brand. When online users visit your online profile, they have expectations of your company values. For instance, if you’re running a company that manufactures green energy technologies, it’s important to post about the latest updates from the EPA, contributions made to charities that support environmental protection, etc. In this case, it’s important to avoid posting content that endorses people or organizations that may not be environmentally friendly. The point is that you must always be aware of what you are delivering. Once a post is released, all bets are off. 

Always consider how you want to be perceived. If something appears to be questionable, then it’s probably not worth posting. You may not be the top company in your industry, but you can market your brand as the go-to expert in your target location. It starts with content development and being consistent with your message as a brand.

2.     Communicate with followers, including critics!

Yes, every company and organization will have a few critics. Critics are not naysayers. Naysayers will deny facts. Critics will present a different opinion based on facts that may help your company reconsider how you market your brand. Remember, critics may be your best educators.

If a critic contacts you through social media, acknowledge that you appreciate their opinion and open yourself up to asking and receiving questions. It shows that you are taking time to consider what other people have to say and to present your point of view. This doesn’t have to lead to an online argument, but it’s important to market your brand as a brand that cares about what other people think and feel. Your reputation will grow along the way as long as you remain open to different viewpoints.

3.    Follow up with followers immediately!

If you receive messages or comments online, address those followers immediately. The rule of thumb is to respond within 24 hours. This action demonstrates your ability to review and respond, professionally. This individual may have a question or concern, but it's your responsibility to not only respond, but to standout from your competition. Often, companies will overlook a message or comment that may come back to haunt them. This can be avoided.

When following up with online users, be honest. If you don't have the right answer, then notify the individual that you will get back to them with the right answer as soon as possible. But, make sure that you take the time to finding the right answer. The follower may not get the answer they're looking for, but you've proven that your business takes initiative to help prospective customers. Your reputation will grow because of it. Online users want relationships with honest people who follow through.


These 3 tips are not the only important tips to know and follow, but it’s a terrific starting point for your brand. You can’t control everything in the world, but you can control how you present your brand to the Social Media Universe. When you follow these tips, you’re not just gaining followers, but you’re demonstrating that your brand is professional, honest and respectful to all prospective customers. This is how brands become profitable through social media marketing!

Become a Powerful Presence Online!