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GSU Admissions: Social Media Strategy. By: Hannah Fowler, Megan Hord, Jessica Woodside, Alphonso Crawford, Oswaldo Jahn, & Sue Ella Ramey . Introduction. Geographically diverse applicant pool using social media and SEO Pounce the Panther on social media platforms

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GSU Admissions: Social Media Strategy


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gsu admissions social media strategy

GSU Admissions:

Social Media Strategy

By: Hannah Fowler, Megan Hord, Jessica Woodside, Alphonso Crawford, Oswaldo Jahn, & Sue Ella Ramey

introduction
Introduction
  • Geographically diverse applicant pool using social media and SEO
  • Pounce the Panther on social media platforms
    • Facebook, Twitter, Instagram, LinkedIn, and Youtube
  • Partnerships with area businesses
pounce the panther
Pounce the Panther
  • Expand Georgia State’s identity
    • Making Pounce the mascot synonymous with Georgia State
  • Non-intrusive, relatable method of connecting with students
  • Targeted to daily student lifestyle
  • Atlanta activities near Georgia State
social network statistics
Social Network Statistics

Source: Pew Research Study for Internet and American Life

twitter
Twitter
  • Multiple GSU-affiliated pages, overload of information
  • Very few specifically tailored for upcoming freshman.
  • #GSU17 one of two freshman-oriented pages:
    • unreliable
    • limited relevance
    • irrelevant contests
twitter1
Twitter
  • GSU_Incept only other freshman page:
    • Student orientation page has potential to attract upcoming freshman
    • vague & awkward description
    • “incept” uncommon term, not relatable to high school students
    • not often linked to other GSU pages
slide9
#GSU
  • Hashtag war between Georgia Southern & Georgia State:
  • Clarifications:
    • #GAstate
    • #georgiastate
    • #PantherPride
    • #gsupanthers
instagram
Instagram

Popular for athletic & school spirit:

#GSU

#AllBlueAllin

#PantherPride

instagram1
Instagram

#ATL

#Atlanta

#citylife

instagram2
Instagram

#georgiastate #PantherPride #gsuaccepted

admissions
Admissions
  • Instagram & Twitter reveal students’ desire to share acceptance letters, but are unsure of what to post
  • Awkward angles & cropped screenshots in order to show both GSU logo and name of accepted student
  • Solution:
    • Pounce featured on acceptance letters AND emails holding sign saying, “Congratulations, (student name)!”
      • easily shareable, adds personalization, enforces Panther identity
      • Include prompt to download Georgia State app and information/links to social media outlets
youtube
YouTube
  • Social Media levels the playing field
  • Youth Live Online, A Lot:
    • Time Spent: 59% smartphones, 70% laptops
  • 53% of youth explore brands with Social Media
  • Over 900MM YouTube visits last week

Sources: Hitwise, Ad Age, Mashable

youtube channel blueprint
YouTube - Channel Blueprint
  • University of Chicago – Admissions channel
  • Content: Current, Cool, Edgy, Young
  • Student-Driven
  • Short, Defining Videos
youtube pounce
YouTube - Pounce
  • One channel, interchangeable content
    • Admissions channel, ‘Pounce’ content
  • Pounce drives traffic
  • Videos easily cross other platforms
  • Video Content:
    • Twitter: Current Events, Admissions Advice
    • Facebook: Vlogs, Admissions advice
    • LinkedIn: Alumni, Faculty, Guest Speakers
facebook1
Facebook
  • Create Pounce character page to facilitate communications with prospective students and their parents
  • 50/50 content
  • Hootsuite used to facilitate sharing of content across social media platforms

**Sources, Pew Research center, www.mashable.com

linkedin
LinkedIn
  • Audience focused strategy
    • Parents & career-driven students
  • Showcases future career possibilities and employers
linkedin1
LinkedIn
  • “Professional Pounce”
    • interview and resume tips, etc.
  • Videos posted to LinkedIn page
    • “Undecided” video series
      • Prominent alumni and recent graduates
      • Variety of majors featured
seo international
SEO & International
  • Strategy to recruit more out-of-state and international students
    • Improve results containing keyword “Atlanta”
  • Interesting facts about Atlanta to attract international students:
    • Metro Atlanta offers an exceptionally high quality of life at a comparatively low cost
    • Atlanta is The Best City For New College Grads In 2013
    • Atlanta ranks among the 10 Best Cities For Young Entrepreneurs

Source:http://www.metroatlantachamber.com

mobile app
Mobile App

•Increase promotion of the app

•Push notifications to re-engage users

•A/B testing to evaluate effectiveness

•Create Social Media Hub, that includes all social media links in a single menu

business partnerships
Business Partnerships
  • Pounce-focused business partnerships
    • lifestyle, potential career/internship, and tourism
  • Lifestyle:
    • Photos of Pounce at establishments and tagging location
  • Career:
    • Students remaining in Atlanta post-graduation
    • Alumni videos, business highlights
  • Tourism:
    • Photos, links, and factoids about local attractions