SOCIAL MEDIA

MARKETING
HLTH 5360: Health
Communication
Professor Fulton
19 July 2023

Group 1
 INTRODUCTION

The Disability Office at SHSU does

not have a social media presence.

Research has shown that using

social media is effective at
reaching college students (Cheng
et al., 2020; Mason et al., 2021).

2023 SOCIAL MEDIA MARKETING 2

 CURRENT SOCIAL MEDIA PRESENCE
Facebook

YouTube Instagram
Evacuation for Disabled by SHSU KatSafe SHSU Garret Center on Content for other university
(4 years ago with 156 views) Transition and Disability disability services
Learning Inclusivity: A Look into Learning Studies
No account exists for SHSU
Disabilities by SHSU Honors College
No account exists for SHSU Disability Office
(2 years ago with 111 views)
Disability Office
SHSU content unrelated to the Disability
Office

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 SOCIAL MARKETING

Defined as “the application of commercial marketing techniques to social

problems”

- Social Marketing Report (Ch 45)

2023 SOCIAL MEDIA MARKETING 4

 SOCIAL MARKETING

IDENTIFY IDENTIFY REDUCE

BEHAVIOR TO IDENTIFY BARRIERS TO BARRIERS TO IMPLEMENT
CHANGE AUDIENCE CHANGE CHANGE AND TEST
Increase student SHSU student body Lack of awareness Create Social Media Pre-test with focus
utilization of presence to reach group to determine
services offered by SHSU students with Difficulty with and educate if marketing
SHSU Disability disabilities documentation and student body strategy is effective
Office approval
Spread awareness
Stigma/Fear about disabilities to
reduce stigma/fear

2023 SOCIAL MEDIA MARKETING 5

 SMART GOALS

SPECIFIC MEASURABLE ATTAINABLE RELEVANT TIMELY

Increase student Record number of Reach students who Important to Increase student
usage of disability student approved are unaware of prioritize the health usage of disability
services by 10% for and using disability services and success of services by 10% in
services who need them SHSU students one academic year

2023 SOCIAL MEDIA MARKETING 6

BASIC MARKETING PRINCIPLES

Product

What are we trying to sell?

SHSU Disability Office

- Services

- Accommodations

2023 SOCIAL MEDIA MARKETING 7

BASIC MARKETING PRINCIPLES

Price

What is the cost for the students to use

the product (SHSU Disability Office)?

- Time Investment

- Financial Burden

- Effort

2023 SOCIAL MEDIA MARKETING 8

BASIC MARKETING PRINCIPLES

Place

Be mindful of your target SHSU Disability Office (936) 294-3512

community and population
1916 Avenue J disability@shsu.edu
• On-Campus students Lee Drain Annex - Services for
Monday - Friday, 8am - 5pm
Students with Disabilities Office
• Online students (excluding university holidays)
Huntsville, TX 77340

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BASIC MARKETING PRINCIPLES

Promotion

How are we advertising the product?

Begin building a social media presence

- Instagram

2023 SOCIAL MEDIA MARKETING 10

 COMMUNICATION PL AN

ITEM AUDIENCE FREQUENCY CHANNEL MISC IN

CHARGE
What is SHSU SHSU Student One time post Instagram Post: introduction SHSU Disability
Disability Body to the office AND Office Social
Office? - General tagged contact Media Manager
info
How to get SHSU Student One time post Instagram Post: list steps SHSU Disability
approved for Body AND hyperlink Office Social
services? - Students with website with Media Manager
disabilities more info
Where to find SHSU Student One time post Instagram Post: photo of SHSU Disability
the SHSU Body office location Office Social
Disability - General with address Media Manager
Office?
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 COMMUNICATION PL AN

ITEM AUDIENCE FREQUENCY CHANNEL MISC IN

CHARGE
What is a SHSU Student In post rotation for Instagram 1 Post: overview SHSU Disability
disability? Body Instagram account Office Social
- General 2+ Post: spotlight Media Manager
specific disability
What disabilities SHSU Student One time post Instagram Post: list SHSU Disability
qualify for Body approved Office Social
services? - Students with disabilities AND Media Manager
disabilities hyperlink website
with more info
Who could SHSU Student In post rotation for Instagram Regular posts that SHSU Disability
have Body Instagram account spotlight an Office Social
disabilities?
2023 - General SOCIAL MEDIA MARKETING individual with a Media Manager
12
 SOCIAL MEDIA GUIDELINES FROM SHSU
BEST PRACTICES

• How do I know if a post is

• How often should I check the successful?
account?
• How do I find/post
• How often should I post? site metrics?

• Is my content accessible?

2023 SOCIAL MEDIA MARKETING 13

 OUR COMMON BRANDING
HASHTAGS
#SHSU Trademarks
#Bearkats Logos
#EatEmUpKats Logo Guidelines
#BearkatExcellence Department Marks
#BearkatService Colors
#SHSU22 #SHSU26 Typography
Social Media Guidelines
Editorial Guidelines

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 INITIAL TIMELINE EXAMPLE

AUG 10, 2023 AUG 15, 2023 AUG 21, 2023

WELCOME TO SERVICES OFFERED AT SPOTLIGHT post
SHSU post DISABILITY OFFICE post

AUG 12, 2023 AUG 17, 2023

INTRO TO DISABILITY HOW TO GET
OFFICE post APPROVED post

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 EXAMPLE POST

CAPTION
Welcome to SHSU Kats!

We are excited to see campus busy

with new and old faces. Remember to
check out the SHSU Disability Center!
Message us on Insta or come to our
office in the Lee Drain Annex.

#welcomebacktoschool

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 EXAMPLE POST

CAPTION
Here at the Disability Office we work to
ensure that all students have the
resources and accommodations they
need!

#disabilityisnotabadword

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 EXAMPLE POST

CAPTION
Trouble focusing? Not a problem! Here
at the SHSU Disability Office, we can
get you approved for extra time and a
quiet spot to take your exams.

#heretohelp #shsukats

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 EXAMPLE POST

CAPTION
Autumn is an MPH student at SHSU.
She hopes to work with immigrant and
refugee populations to better their
health and transition to American
culture. To help her help others, the
SHSU disability office provides….

#shsudisabilityoffice

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How do we create COMMUNICATION PLAN:
content that engages
SHORT-FORM CONTENT
with students on
a personal level ?

People love stories, connection, and

feeling heard.
SOCIAL MEDIA MARKETING
20XX 20
 ACADEMIC YEAR TIMELINE EXAMPLES

AUG-SEPT 2023 JAN-FEB 2024 MAY 2023

Post 2-3x per week Post 2-3x per week Post 1-3x per week

OCT-DEC 2023 MAR-APR 2024

Post 1-2x per week Post 1-2x per week

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CONTENT THEME: SHOWCASE
STUDENT IMPACT & SUCCESS

Student Testimonials
“How accommodations
transformed my academic
performance”
“University accommodations
for my disability”

SOCIAL MEDIA MARKETING

20XX 22
CONTENT THEME: SSD STAFF &
SERVICES

Featuring Staff and Office

“Behind-the-scenes at SSD”

“Meet the Staff”

FAQ’s
”How-to apply and utilize
services”

SOCIAL MEDIA MARKETING

20XX 23
CONTENT THEME: STUDENT
ENGAGEMENT
“Remix” Responses
“Student university disability
office horror stories”

Debunking
”Common misconceptions
about campus disability
accommodations”

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 THANK YOU

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REFERENCES

Chapter 45. social marketing of successful components of the initiative . Chapter 45. Social Marketing of Successful
Components of the Initiative | Community Tool Box. (n.d.). https://ctb.ku.edu/en/table-of-contents/sustain/social-
marketing

Cheng, W. W., Lam, E. T., & Chiu, D. K. W. (2020). Social media as a platform in academic library marketing: A
comparative study. The Journal of Academic Librarianship, 46(5). https://doi.org/10.1016/j.acalib.2020.102188

Fuller, M., & Pittarese, T. (2012). Effectively Communicating with University Students Using Social Media: A Study of
Social Media Usage Patterns. ASCUE Proceedings, 46–58.

Krawczyk, B. (2023, April 25). How to write a communication plan (with template and examples) . LogRocket Blog.
https://blog.logrocket.com/product-management/communication-plan-examples-template/

Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after covid-19. Cogent
Business & Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797

Social Media Guidelines. (n.d.) https://www.shsu.edu/dept/marketing/social-media#:~:text=Social%20media

%20accounts%20at%20SHSU,or%20utilized%20are%20not%20permitted.

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