Tag Archives: social media
From: Raka Creative
Courtesy of: FastCo Design
A look into our target student population, Millennials, and how they view the world, education, politics, work and more.
I frequently talk about the ability we have to create in-house, organic video content for our institutions, using technology & resources we already have available (yes, the one person office with limited budget, included).
We just completed a series of campus video tours in multiple languages using all existing resources and student volunteers.
Here is an article from Hubspot that provides some useful and important video project tips
12 Tips to Instantly Enhance Your Video Production
The tips are divided into 3 categories: Pre-Production, Production, & Post-Production.
As a list, they are as follows:
Top Pre-Production Tips
1. Be original. The idea/concept for your video project should be original and creative. Don’t take the easy route and copy someone else’s idea.
2. Plan it out. Be organized and plan everything out in great detail during the pre-production phase. Write a script, draw out a storyboard, and create a shot list.
3. Be selective when choosing video subjects. Set high standards when casting actors and actresses for your projects. The lines being delivered should not be forced. Pick someone who can deliver dialogue naturally.
4. Carefully consider the set. Don’t try to fool your audience by “set dressing” your office to simulate another location. Your audience is paying close attention to every detail of your video. Shoot your video projects in locations other than your office if the setting of your video isn’t an office.
Top Production Tips
5. Be cognizant of sound quality. Don’t come off as an amateur with poor sound recording quality. Use lapel/lavaliere mics when shooting sit-down interviews.
6. Set up lights. You don’t want your footage to be under or over exposed, so set up lights and eliminate any unwanted shadows.
7. Use a tripod. Make sure the tripod is level.
8. Focus. Make sure the camera is in focus and white balanced.
9. Obey the ‘rule of thirds.’ Always obey the rule of thirds when framing your shots. Your subject’s eye-line should be on the top horizontal line leaving an empty space on the screen in the direction where the subject’s eyes are aiming (in this case, to the left of the screen). The subject’s mouth should be on the bottom horizontal line. Try not to position your subject in the middle of the screen. There should be a small amount of room between the top of the screen and the top of the subject’s head.
Top Post-Production Tips
10. Align the flow of the video with the emotional response you want to evoke in viewers. The tone, structure, and pacing of your video has a major influence on its effectiveness and the emotional impact on your audience.
11. Leverage b-roll. Cover up your cuts with b-roll footage that complements the narration.
12. Optimize video text. Keep the style of your text and titles simple, classy, and sharp.
The rapidly growing use of social media in the education field means creating a social media policy is important, if not essential, for your institution. From prospective student recruitment to current student engagement, it is helpful if the institution has clear guidelines on what faculty, staff and students need to adhere to when communicating online via social media.
Amanda Vandervort has compiled a list of 15 universities who have created a social media policy, and made it public. This is a great resource, and a helpful starting point, to begin collaborating with your administration on creating your institution’s own social media policy.
The institutions listed include:
* Tufts University
* University of Kansas
* Montana State University Athletics
* University of Michigan
* Colorado State University
* Seattle University
* University of Kentucky
* Washington University in St. Louis
* California State University, Fresno
* Eastern University
* Ball State University
* Florida International University
* University of Oregon
* DePaul University
* Vanderbilt University
Visit her original post, Fifteen University Social Media Policies for links to the individual social media policy documents.
This article breaks down a few important tips to help educational institutions develop their social media strategy.
Their 6 point best practices are as follows:
1. Develop a Strategy and Set Goals
2. Pick and Choose Your Platforms
3. Empower and Support Individual Departments
4. Put Guidelines in Place
5. Develop a Consistent Voice Across Platforms
6. Communicate Across Campus
Some key take-aways from the article are to consider what audiences you’re attracting (prospective student vs. current student vs. alumni) and to choose your platforms accordingly. There is also a lot to be said for choosing a few key platforms and providing a consistent presence on them rather than spreading your office too thin on every social network, but failing to provide regular content updates and engaging with the online community.
One of the biggest challenges we often face is communicating across departments within an institution. Many of our departments have different goals (obviously admissions is looking to recruit new students while the program offices are more focused on disseminating information to current students), but see if you are able to connect with one staff member within key departments across campus in an effort to unite on the social media front.
If even 4-5 departments band together it will generate a much stronger online presence, create a consistent voice (to Hubspot’s point #5), and increase your reach. This endeavor may take a significant time commitment upfront and may require quite a bit of scheduling to have some sit-down face-time meetings with department representatives.
In the beginning of this process you may find that the topic of social media does not even make it on the agenda. Be patient. Focus on relationship building and provide examples of how your office can support their department’s goals. Also keep in mind that many university officials didn’t grow up in the Web 2.0 generation, and still many think it is not important as an “official channel of communication.” Once you have developed their trust you can present your united social media concept and showcase how it will deliver benefits to their office, as well as yours. Think of this process as an investment that can provide long term benefits for the institution as a whole and ultimately greatly help with your recruitment and retention efforts.
Read the full article here
This is a helpful white paper on social media strategy specifically focused in the higher education field.
A few key take-aways:
- Communication now often occurs in small bits of information posted online frequently; ” social media is perfect for posting snippets of information [on a daily basis] that would otherwise go ignored.”
- People prefer personalities to brands, so have a real person behind your Facebook, blog and Twitter posts sharing their opinion and perspectives
- Know your audience and choose your social networks based on who you are trying to reach and what information you want to share with them
- Use social media as a vehicle to achieve your customer communication goals. Create a strategy that incorporates using social media to connect with your customers. Don’t just be online because “that’s what everyone is doing.” Have a plan of engagement and genuine interaction.
Most likely you’ve visited Wikipedia when searching for basic information on the web. It is one of the most visited sites on the Internet and has become successful in part due to the collaborative community development style of the content. Users create an account with Wikipedia and are free to edit information on any entry (assuming it’s accurate, sited when necessary, and relevant to the entry topic-or it will be taken down).
There are many people, especially in academia, who do not consider Wikipedia a credible source of information on a topic because the contributors may not be considered “experts.” Yet in this increasingly social world there is great value in collaborative information and putting the monitoring and editing privileges of that content into the hands of the users. While Wikipedia is usually not the most complete source on a topic it can provide an introduction and overview as well as external links to related content.
If you haven’t already looked up your institution on Wikipedia I can almost guarantee that a page already exists. It’s a very good idea that you visit your institution’s Wikipedia entry, if you haven’t done so already, to ensure the information posted is accurate. You can also add basic information, program offerings, demographics, and the official website address if it is not already included.
What you want to keep in mind is that you don’t add significant and specialized content especially if you are an official institutional representative. Wikipedia seeks for un-biased entries crowd-sourced from various users and does not appreciate officials from the organization adding marketing messages, slogans or any overtly promotional content to related pages.
It is said that Wikipedia actually monitors IP addresses for content contributors and if they see a large amount of content coming from a single user, or group of users on the same network, it sends a red flag to the developers.
Having said that, it is always important to monitor and manage the content related to your institutional brand and Wikipedia should definitely be considered part of your online portfolio presence.
Here’s a related article on this topic from eCampus News.
A nice visual representation of social media demographics from Ad Age.
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