Social Media

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.

 

 

3 Ways for the Healthcare Industry to utilize Social Media!

Educate your Audience:

Social media is a great way to spread the word about public health and making an impact on humanity. Think about unique campaigns that you can execute to raise awareness of an issue, such as the ALS Ice Bucket Challenge in 2014. It's important to limit self-promotional posts and instead focus on ways that you can help your audience learn something new. The point is educating the audience is selling your audience on what you know that very few do know.

Social Media Advertising:

Not many healthcare organizations are buying up ads. This is a good thing because there’s less competition for your company to compete online. Use social media advertising to raise brand awareness for your organization, or to drive leads towards premium content downloads so that you can nurture them into becoming patients of your own. Your social media ads need to be relevant, well-written and accompanied by images that hold the attention of your audience. Your content should present your persona when working with patients.

Crisis Communication:

In times of crisis, the use of social media has increased to provide minute-by-minute information to patients, consumers and the public. Through social media, hospitals and other healthcare organizations are able to deliver real-time updates on hospital capacity, operation status and emergency room access. Having an active social media presence allows healthcare professionals to pass along information shared by organizations such as the Red Cross, and the Centers for Disease Control or communicate with news outlets. For healthcare companies, become the leading voice in a crisis. Over time, online traffic will turn to your profile for the latest updates and your social currency will only build from there.

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 Ways to Improve Client Retention on Facebook!

In 2017, social media is THE platform that makes the difference between client acquisition and client retention. Meaning, social media can help you gain clients, but the only way clients will remain with you is if your company remains consistent with the clients you already serve, so prospects will catch on to your brand’s reputation. In this blog, your company will learn 3 ways to improve your client retention rate by leveraging social media effectively. 

Make sure your prospects can find you on Social Media!

K.I.S.S. Keep it Simple Silly! It’s important for companies to list their social media platforms on their websites and have the capability of redirecting website visitors to your profile. In addition, it’s essential to have your call-to-action button on platforms, like Facebook, to be able to redirect users back to your website.

Remember, you don’t have to spread yourself too thin on social media platforms. It’s better to dominate on two platforms, then it is to inconsistently post on 5 platforms. 

Recruit Current Clients to Spread the Word about You!

Your clients are your best assets. They know your product and service better than any prospect. Make a list of long-time clients that can vouch for what you know, what you can do and what you’ve helped them avoid over the years. So, ask your loyal clients to endorse your company on LinkedIn, write a testimony about what you company offers that nobody in your local market can do and take it across to other platforms, like Facebook.

In case you didn’t know, prospects are always looking to see what’s trending online. If you can rally a few testimonies that can vouch for your consistency as a business, then you are more likely to encourage other clients to remain with you. 

Respond to Questions and Inquiries Immediately!

The golden rule is to respond within 24 hours. Clients and prospects do monitor your online activity and that includes how quickly you respond to their questions and comments. In fact, the faster you respond, the more likely your company’s website will increase its rank in search engines like Google.

If you allow comments and questions go unaddressed, not only have you lost a prospect who reached out to you, but you may have cost your own credibility with current clients. If you don’t the answer to a question, address the question by saying, “Thank you for your answer. Let me check and our team will get back to you with the correct answer.” Remember, without consistency, your client retention rate will take a deep dive into the ground.

Summary:

These 3 ways to improve your client retention rate on Facebook are few of the many ways to maximize your company’s experience on social media. The common theme of social media like in business is consistency. All you have to do is follow up and follow through.

5 Tips to Developing Social Media Guidelines for your Team!

Social media isn’t a trend. Social Media is a way of life. Every company is using it to communicate and network with one another, promote their company and brand, and take advantage of all the tools readily available to them.

As a team leader, it’s important to manage how your team uses social media because it can have a direct impact on how the private and public sectors perceive your company and brand. With that said, here are 5 tips that you should take to make sure your social media guidelines benefit you and your team.

Take Responsibility for what you Publish!

Any time your employee posts anything online regardless if they post on your company profile or on their personal profile, your company is bound by the consequences, good or bad.  Every employee who represents your company and brand online must exercise common sense and take responsibility for all the content they post on behalf of your company.

Therefore, when you draft your social media policy, make it clear which employee is responsible for creating and publishing content, scheduling content and monitoring the overall performance of the published content. Remember, be clear who’s responsible for social media!

Build Your Brand!

Not only do clients want to know what you are selling, they also want to know who you are and what you bring to the table. When drafting your social media policy, you must express in writing that your employee maintains a consistent profile for your company. For example, if your company is known for real estate, then don’t publish any content pertaining to apparel. Remember, there must always be a clear, consistent message for your client and fan base.

Adhere to Copyright Laws & Guidelines!

Always have consent from the content owner. When your employee is publishing content on social media, it’s important for them to make the most of it and share insightful information with your potential customers and current clients to keep them engaged with your profile. In doing so, your employee must abide by Copyright Laws. Make it clear to your employee that failure to do so can result in termination.

Remember, our teachers in school always said that plagiarism is unacceptable. Take those lessons you’ve learned in your youth and apply it to the workplace.


Adopt a Confidentiality Clause!

Transparency is an important part of building trust with your prospective customers and current clients, but your team can’t divulge confidential information that can harm others. Be sure that your employees know that they are serious consequences if they don’t follow this part in your social media policy.

Failure to protect the confidentiality of clients and strategic partners cannot only damage your brand, but also, result in a lawsuit. Transparency matters, but confidentiality is critical.

Outline Your Ultimate Goal!

Every social media policy should have an ultimate goal in mind that takes the user and the reader into account. Instead of focusing on what your employees can’t do, let them know the things they can do. It’s important to get your message across social media and to make your employees not feel like they’re being restricted.

As a result, they’ll be more willing to adhere to the guidelines stipulated in your social media policy and your employees can gain valuable information for future projects and endeavors.

Summary:

Overall, your company must adopt provisions that are about protecting the brand and everyone associated with your brand. There are countless things you can do, but these 5 tips will get you started on a path of profit, network building and more!

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.

Summary:

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!

How does the Rule of Thirds impact your reputation & bottom line?

Throughout the last decade, digital media has changed the way businesses market their brand to buyers. Traditionally, marketers are practiced the 80/20 rule: 80% is focused on educating customers about industry trends, facts and opinions about products and services and the remaining 20% is sales promotion (i.e. discounts, rebates, etc.). This blog will define the Rule of Thirds and how the Rule of Thirds impacts your brand online.

The Rule of Thirds is a guide for digital marketers to diversify the quality of content that they release for customers and followers online. The Rule of Thirds is broken down into three different types: Promotional, Personal and Sharing.  

1.     Promotional: 1/3 of your content should consist of promoting sales and discounts for customers to buy your products or services. The purpose is to drive followers to your website and to convert those followers into paying customers. For example, your business can run contests on social media to encourage followers to invite their associates, friends and neighbors within your target market. A new follower has the potential to be your next sale if you provide a call to action. In this case, followers are competing for discounts online that drive up online engagement on your company profile!

2.     Personal: 1/3 of your content should concentrate on your company’s personality. Meaning, you need to show customers that you’re a human being and that you care about the community as much as you care about your bottom line. For example, if your company is a co-sponsor of a local charity fundraiser, then take pictures of your team with the charity and post online. You’re not only promoting your company’s reputation as charitable, but also, the charity is getting free publicity too! The ultimate goal is to draw followers in to see that you are more than just a brand.

3.     Sharing: 1/3 of your content should focus on industry trends. This means your company should identify industry leaders and other reputable resources to post content that educate people about how your industry impacts their business and the economy. For instance, if you’re a Real Estate Attorney and your local community has passed a strict code enforcement ordinance, that’s something you would want your clients and potential clients to know about immediately. The ultimate goal is to prove that you’re the go-to expert in your target market.

Impact:

The Rule of Thirds helps you prove that your company is the go-to in your target market. You may not be the top company in the world, but you can be the top competitor in your local target market. If you diversify what you post, instead of saying “Please like my Facebook page” all the time, then you can generate leads by showing different sides of your business. Be funny, informative and open-minded, but most importantly, be consistent about what your brand stands for. As a result, you’ll attract enough sales to build up your bottom line.

Summary:

In short, the Rule of Thirds is a guide for you to stay ahead of your competitors and in front of your followers, consistently. When you demonstrate that you care about your team and your community, you have proven to your target market that their money spent will be worthwhile. Buyers are always looking not just for sellers, but also, for long-term partners that they can believe in and trust. Be the brand that you would want others to believe in. Get started with the Rule of Thirds!

Leverage Social Media to Promote Public Health!

Healthcare affects everyone, regardless of identity and geography. Social media is THE modern way to inform and to reach the masses. You will learn about the P.O.S.T method and 4 different ways to connect people to healthcare services in your community by using social media. The goal is to learn how to leverage digital marketing tools to promote public health in 2016!

 Building a Social Media Strategy: P.O.S.T Method

People- with whom do you want to communicate?

Objective-what do you want to accomplish and what’s your timeline?

Strategy-how will you ensure your strategy will be successful?

Technology-which social networks will you use?

The P.O.S.T. method is applicable to any social network; however, it’s more efficient to use the P.O.S.T. method on more interactive channels, such as Facebook, Twitter, or LinkedIn. The more interactive you are, the more answers you will have. Once you have answered all four points of this method, you have identified what it takes to achieve your mission of promoting public health.

 4 ways to use social media to promote health topics:

Share and Exchange

  1. Post articles that educate followers about how to avoid diseases and what action steps must be taken to remain in good health.
  2. Tag your post with a hashtag that is relevant to health and wellness
  3. Share tips and strategies on your blog and ask other health professionals to share

Interact with Followers

  1. Publish pictures that show healthcare professionals, government agencies and community stakeholders meeting with residents to address health concerns
  2. Post videos of health-related presentations and testimonies
  3. Host an online chat to exchange health information, bulletins and tips
  4. Like, friend and follower other online users that share a similar interest

Post Content

  1. Discuss achievements and milestones with your own health center
  2. Publically recognize a healthcare professional that deserves a shout out for their work, treatment of patients and accomplishments
  3. Publish statistics and improvements made in the health industry in your community compared to neighboring towns and counties
  4. Post a questionnaire to evaluate the responses of your followers and what they share and offer your organization

Release Ad Campaigns

  1. Release ad campaigns on peak days and hours
  2. Titles of the campaign must be short and concise
  3. Create an ad budget. You must pay a few dollars to stay in front of your followers and prospective followers
  4. Use words like “Discover”, “Prevent”, “Breakthrough”
  5. Acknowledge community stakeholders and leaders

Summary:

In short, public health centers, organizations and agencies can use social media tools to interact with the community. The truth is that when followers online are starting to provide their input, you are then building on a discussion that leads to answers that can prevent diseases and illnesses. In addition, you can recruit followers to join your campaign or mission to exchange answers, promote healthcare options for neighbors and to connect people to healthcare professionals.