You are on page 1of 12

SOCIAL MEDIA GUIDE

ORIENTATION

Introduction:
This guide is intended to provide a resource for questions regarding access, strategy, and structure of
social media engagement for the office of Orientation.

Foundational Information about Wright State Universitys media objective, strategies, policies and
platforms can be found in the Wright State University - Social Media Operation Strategy accessible to
social media managers through the office of the Director of Social Engagement.

Social media allows for dissemination of updates and announcements, key information, and campus
community engagement. The office of Orientation currently has two social media platforms in which we
engage with current and future students, make connections with other various campus organizations
and departments, and publish information.

Account Management:
Our current social media accounts are listed below:

Twitter: Most commonly used platform for engagement amongst all demographics.

Username: WSUOrientation
Password: WrightStateOrientation

Facebook: Includes both WSU Orientation account and maintenance of the Facebook group for
students in each particular graduating class (i.e. Wright State Class of 2020).

Username: orientation@wright.edu
Password: WSUOrientation

Sprout Social: The social media management tool that allows for discovering and reviewing,
composing, and scheduling material for posting, and offers engagement assessment metrics.

Username: sm-enrollment@wright.edu
Password: wsussenrollnow!

Key Readings:
Academic and professional dialogue about the value and potential uses of social media in the
Orientation program is growing, and more key readings will certainly be available over time. The social
media manager should continue to find and integrate these readings into practice, and document them
in this Social Media Guide.

Hagler, S. (2011). Moving Beyond "Just Because:" A Theoretical Approach to the Use of Social
Media as a Relationship Management Tool for Student Affairs. Campus Activities
Programming, 44(4), 24-26.

Leece, R. r. (2011). The Use of Social Media by Student Affairs Practitioners. Journal Of The
Australian & New Zealand Student Services Association, (38), 50-52.

Riquelme, X. x. (2014). Social Media and Student Support. Journal Of The Australian & New
Zealand Student Services Association, (44), 15-22.

Our Strategy:
Any publication coming from our accounts should be representative of, and in service to the Orientation
Mission:

The Universitys orientation program is designed to support new students throughout their
journey at Wright State University. New Student Orientation facilitates and supports the
integration of new students into the academic, educational and social culture of Wright State.
Wright State University is committed to transforming the lives of our students and the
communities we serve.

Therefore, we aim to support new students integration into Wright State by making them feel welcome
and included. We want to make their process of acclimating to the University as seamless and
transparent as possible, so it is important to answer questions quickly and offer as much assistance as
we can. Social media gives us the ability to listen to students needs, and show that we care about their
success.

Policies:
These are the 10 basic policies that govern our social media practice:

1. Be Positive Encourage, offer motivation, and avoid negativity.


When you are not the proper resource, offer a polite message
2. Make Proper Referrals
and the contact information for the appropriate office.
Write posts in such a way that other offices or students might
3. Encourage Sharing
want to share your wisdom or tag each other.
Seek ideas and inspiration from current events, public figures,
4. Stay Current
and news sources.
Students expect quick responses to social media inquiries do
5. Respond Early and Often
so as much as possible.
Students will go to you for advice give it when you have it, or
6. Be a Resource
refer to the appropriate person when you dont.
If you (or your partners) make a mistake, acknowledge,
7. Acknowledge Problems
apologize, and correct the issue.
Though its rare, anything offensive, vulgar, or involving
8. Remove Offensive Material
solicitation should be removed quickly.
Find out what other institutions are doing, and adapt successful
9. Conduct Research
ideas for your own purposes.
Consider what other platforms or approaches you might use in
10. Have a Growth Mindset
the future to reach more people.

Best Practices:
TRAINING

Permission to manage social media accounts should be given by Don Miller, the Director
of Orientation. This guide will serve as preparation for managing accounts, as well as a
reference for support. Additional training should be sought at the new social media
managers request from Katie Halberg, Wright States Director of Social Engagement.
This office holds monthly Social Media Managers groups for updates on trending
information and policy changes or suggestions. Additional information can be found
here: https://www.wright.edu/office-of-marketing/services/social-media/social-media-
marketing

DEVELOPING MATERIAL

Text-based posts are limited to the Social Media platform in which you engage. Twitter
allows 140 characters only, while Facebook allows for unlimited text. In general, the
Twitter account should post publically 2-4 times per day (including Retweets), and the
Facebook should be updated as new announcements or significant events are
approaching.

Photos taken live and during Orientation sessions tend to be the most successful, as
students will Like their images in real-time. Because this can often be difficult to
accomplish, a pool of photos/images/memes, etc. can be beneficial as a way to collect
ideas for low-activity days. This can be done via email, Google Docs, Dropbox, or
through the Queue function in Sprout Social.

Likewise, GIFs are popular with followers, and can help to tie important information to
relevant cultural memes. Giphy.com is a useful website to find GIFs.

REVIEWING MATERIAL
Students Facebook group posts must be approved by the social media manager before
being publically viewable. Though most posts will be offering their social media account
names, classes, Orientation dates, or basic questions, sometimes students will post
private or inappropriate information. Social media managers should decide whether or
not images of Wright1 Cards, housing assignments, and other identifying information
will be acceptable for posting, and notify students of their reasoning when a post is
deemed inappropriate.

POSTING & ENGAGEMENT

On average, the account should post material to Twitter (whether updates, images,
questions, Retweets, etc.) 2-4 times per day, and less often for Facebook. This count
does not include replies to questions and concerns, which should be addressed as
quickly as possible, and whenever they occur. During the "off-season,"
@WSUOrientation should attempt to tweet at least once per day.

Though Facebook tends to be less active than Twitter, it offers a great place to post
pictures of Orientation events, student groups, and e-flyers for reminders. Often,
students will tag each other, or parents will tag their children, and followers will
sometimes leave encouraging comments. Encourage the use of these functions by
liking comments or responding in kind.

DURING ORIENTATION

A number of social media tasks can be completed during Orientation Sessions. The
social media manager can take photos, or receive them from Orientation supervisors
and student mentors, and post in real-time. They might also provide links for important
university departments as they are discussed.

Post a Welcome #WrightStateXX students and families post at the beginning of every
Orientation session. Not only does this mark the beginning of the day, but it lets other
offices on campus know when to expect the new students. Play around with
wording/images each time, but keep the message consistent. Consider posting around
8:05 a.m., right around the beginning of programming, so visitors might see the
message as they are waiting for speakers to begin.

Post relevant information as its happening in the Orientation schedule i.e. say
something about University College or the Academic Success Centers during, right before,
or after their presentation. Highlight a group that is present for the Resource Fair during
that time block.

Additionally, the social media manager can conduct interactive challenges, polls, and
games during the session. Although the Orientation account names should be listed on
pre-Orientation marketing material, having those available and visible during the event
(via handouts, slides, etc.) can boost engagement, especially with interactive activities.
ASSESSMENT

Sprout Social offers a variety of assessment tools for monitoring posts and account
activity. The "Sent Messages" section allows for analysis of individual posts, and "Twitter
Profiles" or Facebook Pages allows you to review your account's engagement numbers
and followers. Social media managers should track their engagement metrics from the
beginning of their term of responsibility to the end.

PLANNING

Sprout Social allows for the development of material in draft form, in a queue, and
scheduled posting. This can be convenient when addressing recurring events or future
events you want to remember.

Websites for source material:

Consider following local and national news sources, Student Affairs organizations, and
other institutions Orientation accounts for tips about information you might want to
share.
Dayton Daily News: http://www.daytondailynews.com/

Inside Higher Ed: https://www.insidehighered.com/

Higher Ed Experts: http://higheredexperts.com/edu/

Wright State Newsroom: http://webapp2.wright.edu/web1/newsroom/

Often, however, the @WrightState account will post relevant information that
you will want to Retweet. The WINGS Announcement Board also provides a
good reminder about upcoming events and deadlines.

A new tradition of highlighting various student organizations on #StudentOrgSunday


introduces students to groups they might want to join. It helps give exposure, and also
lets other groups around campus know you value the work they do with students.
Consider other weekly highlights or challenges you might implement, and plan for, like:

#MondayMotivation
#TuesdayTips
#WednesdayWisdom
#ThrowbackThursday
#FridayReads

There are quite a few Silly National Holiday calendars out there that can help you fill the
space between important announcements. Here are a few:

http://www.timeanddate.com/holidays/fun/
http://www.nationaldaycalendar.com/calendar-at-a-glance/
http://www.giftypedia.com/Fun_and_Unique_Holidays
MARKETING

Branding & Identity-

Because social media is a virtual communication tool, it is important to keep an


authentic tone of voice. Students want to engage with accounts that are familiar to
them, and seem natural. Consider the audience, and the information you will want to
share when writing posts. Remain professional and friendly, and keep posts positive as
often as possible.

Use recurring links and hashtags to reinforce your voice and remind your audiences of
your goals. For example, most posts written from the Orientation accounts include
#WrightState20.

Legal Considerations -

Whenever possible, it's best to give credit for any materials developed by someone else.
When searching Google Images, use the "Search tools"; "Usage rights"; and "Labeled for
reuse" or "Labeled for Noncommercial reuse" filters to find legally useable images. Tag
the original author in text or image-based posts, and write a brief note of thanks.

Growth & Optimization:


Opportunities for growth include the addition of other social media networks like Instagram and
Snapchat.

In addition, a shared area for announcements, images, or links to be shared could benefit the office as
new social media managers transition in and out of the role, or multiple parties are responsible for the
material.

Integration of social media into the Orientation sessions themselves might include real-time, incentive-
based challenges for students to engage more directly with the resources made available to them.
Scavenger hunts, team-based challenges, Live Tweeting feeds, and photo opportunities are fun and
engaging ways to keep social media active in the Orientation session, without interfering with the
schedule.

As new ideas and opportunities for growth arise, the social media manager should update the guide to
reflect these additions.

Assessment:
Success of the social media program can be measured both anecdotally (as an increase in activity and
awareness appear to occur), and through Sprout Social Reports.

Trends, comparison of accounts, task (post) performance, and other analytics can be conducted to
review the success of the account. An analysis of the accounts performance over time, as well as
successful and unsuccessful posts can help determine what might be more beneficial for future
engagement.

It is helpful to review peak performances by reach, responses, and clicks for individual posts. The
higher these numbers are, the more effective the post has been. Review high-performing posts for ideas
for future posts. Additionally, review engagement for scheduling posts at the most effective times.

Contacts:
For assistance with social media, please contact:

Katie Halberg, MBA


Director of Social Engagement
Office of Marketing, Office of the President
(937) 912-0660

For assistance with emergency management, crisis communications, or public/media relations,


please contact:

Seth Bauguess, MBA


Director of Communications
Office of Communications
(937) 912-0622

Appendices:

A) Social Media Management Checklist


B) Social Media Monthly Topics of Interest
C) Adapted Social Media Calendar Template
D) Twitter Profiles Report May 08, 2016 August 08, 2016
E) Social Media Scavenger Hunt Plan
Appendix A:

Social Media Management Checklist


Daily:
Respond to messages
Monitor and respond to mentions
Create conversations
Find and engage with students
Load calendar
Post 3-6 times on Twitter
Post 1-2 times on Facebook
Monitor other accounts
Weekly:
Engage with other marketing leaders
Discuss tactics and ideas with team
Run analytics
Monthly:
Audit the strategy
Attend campus events
Collaborate with other accounts
By Semester:
Adjust goals
Gauge capacity and needs
APPENDIX B:
SOCIAL MEDIA MONTHLY TOPICS OF INTEREST

JANUARY FEBRUARY
1 Apply to be an Orientation Mentor 1 Admissions applications
2 Best Campus Photo Challenge 2 Tag a New Friend Challenge
3 New Year goal updates Campus support and Student Org
3 appreciation

MARCH APRIL
1 Peer Mentor applications 1 Beginning of Orientation registration
2 Campus Trivia 2 Student spotlights
3 Throwback to previous Orientations 3 Campus resources highlights

MAY JUNE
1 Campus highlights 1 Start of the Orientation season
2 Summer Student Employment 2 Registration and POQ Reminders
3 Preparation for Summer 3 Resources and events

JULY AUGUST
1 Team member spotlights 1 Last chances and reminders
2 Housing assignments 2 Motivation & Move-in tips
3 Theme (i.e.: Wright State of Mind) 3 Fall Orientation

SEPTEMBER OCTOBER
1 Student safety tips 1 Fall activities
2 Student Employment opportunities 2 Academic Success Center information
3 Back-to-school motivation & tips 3 Homecoming information

NOVEMBER DECEMBER
1 Motivation 1 New Year reflections and resolutions
2 Transfer Student support 2 Winter motivation
3 Thankfulness 3 Winter Break We miss you!
Appendix C: Social Media Calendar Template
Author Facebook Twitter [Other]
Monday
Third-party post
Blog post
Picture
Promotion
Tuesday
Third-party post
Blog post
Picture
Promotion
Wednesday
Third-party post
Blog post
Picture
Promotion
Thursday
Third-party post
Blog post
Picture
Promotion
Friday
Third-party post
Blog post
Picture
Promotion
Saturday
Third-party post
Blog post
Picture
Promotion
Sunday
Third-party post
Blog post
Picture
Promotion
Appendix D:
Twitter Profiles Report for @WSUOrientation May 08, 2016 August
08, 2016
(*Click the object below to open it as a .PDF document)
Appendix E:
Social Media Scavenger Hunt Plan
A Wright State University New Student Orientation Scavenger Hunt will offer a fun, interactive way for
students to learn about their campus, resources available to them, and our online presence. The
Scavenger Hunt should be:

Timely (likely utilized during breaks between sessions, or at the Resource Fair)
Non-disruptive to the regular programming
Relevant to significant campus resources and events
A useful opportunity for students to use social media effectively and appropriately

A simple, relevant hashtag like #FindWSU can be used track all of the posts and announcements, but
students should be encouraged to also tag @WSUOrientation.

Some possible items to include in the Scavenger Hunt:

Evidence of:
1. The Academic Success Centers hours
2. One club or student org you're interested in
3. An Orientation Mentor
4. A campus Police Officer
5. A picture of BART
6. Where you might go to learn about First Year Programs
7. Someone in your housing community
8. Information about the Dunbar Library
9. A Pokemon
10. A photo in the photo booth
11. A selfie with Rowdy
12. A Rowdy statue
13. CaTS Location

Incentives should be offered to the student who completes the most items on the list. This might include
a shout-out via social media, a bookstore gift card, or other promotional items that might be available.