6 Ways Social Media Changed the Way We Communicate

There are currently 2.8 billion social media users worldwide. This means that over a third of the world’s population is using some form of social media to communicate, making social media marketing an imperative tactic for boosting leads for higher education programs. While social media is a commonplace platform for communication today, have you ever considered how significantly social media changed the way we communicate?

Our world as we know it has transformed from the start of text messages to the first years of Facebook, to today’s temporary stories. But how has social media changed society and what does this mean for higher education marketing? Let’s take a look at what each of the most used social platforms have contributed to our new way of communication and how you can utilize them in your higher education marketing campaigns.

The Top Social Media Platforms Changing Communication

Facebook is seen as the most predominant social media platform and it has the numbers to back it up.

The Facebook logo.With 2.01 billion monthly users, and 88 percent of 18-29 year olds using this platform,Facebook should always be a top priority for higher education marketers. Facebook is a pioneer in today’s social world. Allowing people to connect with anybody, from their best friends to distant relatives, as well as share their personal thoughts, pictures, videos, blogs and links. The addition of Facebook Chatbots has also opened up a whole new world in customer service and digital marketing.

Learn more: Adding Facebook Chatbots to Your Social Media Strategy

 

Twitter is a fast-paced network that allows users to share information instantaneously –– in 140 characters or less.

The Twitter logoWith 328 million monthly usersand 36 percent of 18-29 year olds using this platform, it can seem like the next best way to reach potential students. Take into consideration however, that nearly 79% of Twitter accounts are located outside of the United States. If this doesn’t affect your digital marketing strategy, then Twitter can still be a lucrative platform. Just remember that the most important aspect of marketing on Twitter is the hashtag. Don’t know how to find the best hashtags to get your content seen by your targeted audience? Try TrendsMap or Keyhole for real-time tracking by industry and locale.

Snapchat has led the way in “temporary” social media, allowing users to share content that can only be seen for 24 hours at most.

Snapchat CommunicationThis social media is only available through a mobile app and boasts roughly 166 million daily users. If you don’t believe Snapchat is worth your university’s time, consider the fact that 56 percent of 18–29 year olds use Snapchat daily. This app is designed for tech-savvy and content-hungry users. In other words, Snapchat is the perfect application to reach millennials, especially for universities looking to share a different side of their campus and boost interest in their brand. If you’re looking to learn more about Snapchat marketing, check out these 7 Snapchat Accounts Every Marketer Should Follow.

This Facebook-owned, social media platform has doubled its user base to 700 million monthly active users in just two years.

Instagram logo
How did they do it? By creating a Snapchat clone all their own. Instagram is hugely popular among younger generations, with 59% of 18-29 year olds using the app. In order to grab their attention, Instagram created similar features for their stories, like filters and stickers, but implemented it in their own unique way. Thanks to a social media-savvy audience and visual platform, Instagram Stories has become an integral part of this social media app. Along with announcing its one year anniversary, Instagram Stories now has 250 million daily users (Stories alone is surpassing Snapchat’s 166 million daily users). Want to capture more student leads using Instagram Stories? Check out this article.

Now, enough with the statistics. The most important thing to understand is that no matter what platform you look at, social media as a whole has informed and shaped millennial culture through gifs, sound bites, chats, brief moments, and temporary flashes of content. Let’s take a look at how all of these social media thrills are affecting the way we communicate.

How Social Media Changed the Way We Communicate

1. Created a Sense of Urgency and a Need to Share 📲

Since its launch in 2004, Facebook has created a place to share anything from genius shower thoughts to favorite songs. The catch is: are you sharing too little or too much?

Social media platforms like Facebook and Twitter have manifested the need to constantly broadcast our lives on the internet. Twitter is most famous for this after becoming known for celebrities sharing what they ate that day or if they were tweeting from the bathroom. After this oversharing trend faded, social media became a bit more tolerable for the average user. From then on, nobody could avoid Aunt Vicky’s vacation photos or Kim Kardashian’s famous behind “breaking the internet“. The need to share and be shared has grown immensely. Fast forward to today’s most used social media apps, and you will discover the type of sharing we do today is much different. 

In basic communication, humans transmit information and receive instant feedback. The integration of texting, messaging and emailing, however, has enabled senders and receivers to sit and dwell before responding. Instagram Stories and Snapchat have changed the game by making messages and content available to view for only 24 hours. In order to remember what was said, or seen, and reply appropriately, the user must reply as soon as they’ve opened it. In effect, these temporary messages take away the ability to dwell and create a more real-time form of communication.

Social media has created a way for people to constantly update and share content with their friends with little effort. Whether it is posted forever on a timeline or a couple seconds in a Snap, a picture is worth a thousand words and social media has created the perfect medium to share these visual stories with friends.

2. Provided an Inside Perspective of Faraway Places 🌍

Social media has enabled people from all over the world to share their story. Besides the internet essentially connecting the world, Snapchat was the first to really give people an inside perspective of foreign places. With the addition of live story streams and Story Explorer, users are able to get a peek of what life in other cities, states, and countries is like. Snapchat in particular, regularly features cities from around the world and features them on the app with a live feed of Snapchats from people in the selected city. For example, tapping on the “Rio” feed instantly transports users to the lively city in Brazil and provides a peek at life through the eyes of everyday citizens.

Besides cities, live feeds are perfect for sharing events. From a higher education perspective, this is the ideal platform to share student events, football games, community outreaches, and more. Snapchat provides universities the unique opportunity of sharing experiences from a wide array of the campus population. By utilizing a live feed, or a Snapchat account altogether, a university is now able to show prospective students what life on campus is like from a student’s point of view. The students who Snapchat their experiences  are nurturing their connection to the university and sharing student stories on Snapchat can result in higher student interest, and help prospective students to determine if a school is a right fit for them.

More on: Leveraging University Events for Your SEO Strategy

3. Shared the Full Story, Instead of Just Highlights 📖

It has already been a year since both Snapchat and Instagram announced the next generation of storytelling: Memories and Stories. These social media channels enable users to not just share the best picture out of their daily experiences; it encourages them to share the full story. Through Instagram, Facebook, AND Snapchat stories many users channel their creativity to share their day from the moment they wake up, to the moment they go to sleep.

Instead of uploading  a few photos on Facebook or posting a 140 character tweet on Twitter, universities can utilize Snapchat and Instagram to complete their “social story”. Using a mix of video and pictures, a university can share a campus event from beginning to end. A great  example would be using Snapchat to share a graduation weekend with their audience. The university can not only share captured moments of graduates but of the ceremony, award banquets, speeches, and more. By sharing moments in this way, a university can create a sense of community and become relatable to current and prospective students.

4. Made Digital Messages More Personal 🎨

Customizing content doesn’t just mean choosing how long a picture is able to be viewed or writing a caption to accompany the picture. Snapchat and Instagram have taken storytelling to the next level by encouraging users to draw, write, sticker, and filter their pictures to add a personal touch and have fun doing it! The newest Snapchat and Instagram features enable users to interact with the content they view and share.

Both Snapchat and Instagram have upgraded the average selfie. Now users can transform into a myriad of animals, characters, and even other people using these smart filters. The most popular example of a filter would be Taco Bell’s Cinco de Mayo filter that transformed users into actual tacos. Taco Bell was able to market, create brand awareness, and even set a new record by using Snapchat’s features to engage and interact with their customers.

 

An example of Snapchat Lenses used to take selfies. Another way social media changed the way we communicate.

Snapchat lenses and Instagram filters allow users to share personal messages with a fun twist.

 

A university could create a Snapchat filter for a football game that would engage students in attendance and encourage them to share their stadium experience. By creating an interactive university brand, prospective students are shown the campus community and current students will feel more engaged and a part of their school’s conversation.

Snapchat’s Discover features channels for a group of brands to broadcast their own content. These brands are lucky enough to be able to market themselves by engaging their audience and creating a conversation through interactive content. Another ability users have when using Discover is being able to directly share their favorite pieces of content with their Snapchat friends. Instead of having to explain and describe what was so funny, simply holding a finger on the screen allows users to instantly show their friends why they are laughing.

5. Brought News Back into Millennial Life 🗞

All of this interactive content has lead to journalism becoming attractive to millennials again. A study conducted by Wibbitz found that 40 percent of millennials rely on digital outlets for their news, while 23 percent primarily get their news from social media. Snapchat jumped on this finding and added news outlets to Discover.

An overarching theme in this article is interaction. Millennials love to interact with content, so why not the news? A big step in this new territory occurred when the Wall Street Journal joined Snapchat. CNN and National Geographic are among the 24 other media companies that have also joined the application in hopes of delivering journalistic content to this demographic.

Besides Snapchat, Facebook and Twitter have also played important roles in making the news more accessible and attractive to millennials. Twitter features “trending” hashtags that often highlight important national and global events. The website and app also highlight an array of news updates, events, and hot topics through their “What’s Happening” portion of their landing page. Facebook also joined the journalistic movement by creating their own “Trending” section that highlights trending stories ranging from politics to science and technology. Facebook has taken this movement one step further and just debuted a section specifically for Trending News on its mobile app.

 

Trending News Section on Facebook's Mobile App

The new Trending News section of Facebook’s mobile app.

 

6. Provided the Ability to Broadcast Moments –– Live 🔴

Facebook Live became available to the public in April 2016 and instantly changed social media as we know it. At first it began as a way to innocently share even more with your friends, but then it became increasingly used for serious matters. Facebook Live has ended up revealing a lot about our society, from police shootings to a look at the increasing rate of opioid overdose deaths. On the positive side, it has created a launchpad for these more serious conversations to be had. Thanks to these Facebook Live videos, these controversial moments are not just being talked about, but also building momentum behind creating a positive change.

Besides changing the way we communicate major events through video, Facebook and Instagram Live have also opened up new marketing potential for universities. Similar to how a university can utilize Snapchat and Instagram Stories, higher education marketers can use the Live feature to engage both current and potential customers by sharing university events in real-time! Live allows your audience to jump right into a graduation, special concert, or collegiate event and get a real sense of what life on campus is like from a student’s point of view.

Today’s social media has undeniably transformed our means of communication, created new opportunities for brands and universities and even brought personality back into a digital world.

Circa Interactive has created innovative social strategies for a number of universities, schools, and individual degree programs. If you would like Circa to create a more targeted strategy focused on interaction and lead generation, please visit our social media marketing services page.

 

Audrey-for-site

 

Audrey is a digital marketing and social media specialist at Circa Interactive. She currently manages multiple high profile social media accounts, including Circa Interactive’s own social media presence. As a graduate of Cal Poly San Luis Obispo, and a past president of their Public Relations Student Society of America (PRSSA) chapter, her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future. Connect with Audrey on Twitter: @audgepauge93

5 Tips for Reaching Prospective Students On Twitter

With over 350,000 tweets sent per minute and 500 million tweets sent per day, Twitter is considered by many to be one of the best social networking platforms for delivering quick, instant content. Yet due to the increasing levels of content creation, many higher education marketers have found it difficult to navigate through the “clutter” of tweets in order to find who or what they are searching for. Below, we will look at five different methods that higher education marketers can use for finding and reaching prospective students on Twitter.

Using Search Queries

Although there are a variety of advanced methods for finding prospective students on Twitter, higher education marketers should always start simple before branching out. Twitter offers a solid built-in search platform that works great, yet most people don’t take the time to figure out how to properly use it.

For example, most twitter users have probably seen the search panel at the top of every twitter feed and know that this is a great search option when looking for popular hashtags, keywords or users. But did you know that you can narrow your search even further in order to find people that are talking about your program, school, or even one of your competitors? To do so, you will want to master these search query shortcuts:

  • Username queries – to: and from:
    • To:@circaedu “higher education”
    • From:@circaedu “higher education marketing journal”
  • Geolocation – searching with the parameters near: & within:
    • “digital marketing” near:San Diego within:5 miles
  • Exclusion Filter – place the minus symbol (-) before the keyword/user you want to excuse
    • “digital marketing” @circaedu

Also, if you are interested in automation, I recommend checking out automated Twitter listening services like Twilert, which you can program to send alerts anytime that specific keywords are mentioned.

Make Sure You Actively Use Your Account

As more millennials continue to shun traditional media formats and turn to social media for news and information, colleges and universities are finding it essential that they regularly check their Twitter accounts to answer questions or respond to comments or feedback. The importance of monitoring your Twitter account may seem like a no-brainer, but you’d be surprised how many people forget to check their Twitter account on a consistent basis, especially if they have an automated or pre-set tweeting schedule in place.

As a general rule of thumb, you will want to check your account a few times per day. Although there are many studies that highlight when Twitter is most active, I wouldn’t get too caught up on always checking your news feed at the same times each day. That said, some people enjoy making a routine out of checking Twitter – ex. Right before leaving for lunch – so feel free to do what works best for you.

Have a Call to Action (CTA) In Your Bio

Placing a call to action in your bio is an easy (and free) way to attract prospective students on Twitter. But in order to do so, you will want to make sure that you follow this guideline of do’s and don’ts so that your CTA is simple and effective.

  • Do make your CTA a clickable link
  • Don’t put the link in the section for your website URL (put it right in your bio)
  • Do make sure that your CTA is easy to understand
  • Don’t forget to be interesting and engaging
    • Make viewers eager to learn more

By implementing these simple adjustments, you can be sure to increase the efficiency of your CTA and Twitter profile. Also, keep in mind that you can use your Twitter account to log in to other social sites, so with a CTA in your bio, you’ll have the added bonus of attracting prospective students as you navigate other sites as well.

Post Engaging, Sharable Content

Nothing attracts attention more than great content. So to really catch the eye of potential students, make sure the content that you’re posting is something that they – your target audience – would find value in. Also, make sure to continuously test a variety of mediums and adjust to what is working and what isn’t. For example, a recent study by Buffer found that tweets that contained images received approximately 150% more retweets than those that had only text.

Another fairly new medium to try is Twitter Polls, which provide Twitter users the opportunity to garner public opinion on whatever they’d like. So whether looking for quick feedback on a new logo or potential program courses, Twitter Polls provide higher education marketing teams with unique opportunities to generate buzz while getting quality feedback as well.

  • Example:
    • Which course would you rather take: “An Introduction to Augmented Reality” or “The Science Behind Virtual Reality”?

Twitter Advertising  

Screen Shot 2016-05-02 at 4

A recent Hootsuite study found that advertising on Twitter resulted in leads at one-third the price of other paid channels. Mix that stat with the fact that the social platform has over 320 million monthly active users and it becomes clear to see that Twitter provides higher education marketers with an invaluable opportunity to advertise to prospective students at a relatively cheap price. With Twitter Ads, marketers can boost tweets, promote accounts and even create Twitter Cards that drive traffic directly to your site or landing page.  With a click through rate 8-24 times higher than Facebook ads, advertising on Twitter is something that every higher education marketing expert should take seriously.

As you might have noticed, these tips are not very difficult, but they can produce consistent results. So if you take the time to implement these best-practices and combine your Twitter efforts with tricks for other social media platforms – like Instagram and Facebook – you can be sure to see an increase in your social media presence and performance.

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

5 Must-Follow Higher Education Social Media Accounts

As our team at Circa Interactive create social media calendars and content ideas for our higher education clients, we’ve come across countless other universities who are exceeding the mark with their campaigns. Over the course of the next few months, I will highlight some of the best examples of content created by higher education marketers. Below I’ve chosen a few exceptional posts (in no particular order) that exemplify what higher education marketers should strive to achieve. It’s essential for universities to remain creative and timely in order to remain visible and engage with current and prospective students, creating a virtual and interactive university experience.

1. Syracuse–Twitter

Syracuse does an excellent job of putting a personalized touch on their Twitter account in a creative and playful way, as you can see below with their image of the campus designed to resemble a puzzle piece. What their posts prove is that a simple message can be transformed and brought to life through customization and ingenuity. They also often use the hashtag #OrangeNation to foster a sense of community and school pride.

 
One of my favorite parts of Syracuse’s Twitter is their @WorkingOrange account, which regularly features alumni who live tweet their workday and answer questions at the same time. This is a clever way to celebrate the successes of their alumni and a great way to connect them to current students who will soon be in their position.

 

2. Harvard–Facebook

I love the way that Harvard uses time-lapse videos to showcase their campus and student body. This video in particular was a welcome back video that shows the bustling campus life, while hinting at their storied history.  

 
Harvard is constantly using the the power of video to bring the university experience and their brand to life. The clip below shows a day in the life of a first-year student at Harvard. It’s a short and sweet video that humanizes the Harvard Facebook page even more by allowing the viewer a glimpse into the rudimentary parts of a Harvard student life that can appear extraordinary to prospective students.

 

3. MIT–Twitter

It’s no surprise that MIT’s world-renowned research programs play a large role in their social media strategy. By utilizing research from faculty, they’re not only expanding and showcasing their thought leadership, but they’re also helping to promote and push the professors’ valuable research into the community. The key is that they use eye-catching graphics to accompany studies that can appeal to a large audience, as shown below.

 

4. Stanford–Instagram

The Instagram photo below shows the beautiful Stanford campus while encouraging other students to submit photos that they’ve taken themselves. Stanford’s strategy is focusing on something that all higher education marketers should consider while creating content: How can I find a way to engage with my audience? By incorporating photos taking by students, their Instagram feed becomes a community-generated database of striking imagery that keeps their audience involved.

 
I gravitate toward the photo below because it’s not only visually appealing and attention grabbing, but it tells a story and promotes the fascinating research of a Stanford faculty member at the same time. This highlights that when it comes to higher education marketing content, it’s important to focus on storytelling. 


 

5. University of Wisconsin–Facebook

This video by University of Wisconsin-Madison is a unique and light-hearted way to promote alumni donations through their “fill-the-hill” campaign, where a pink flamingo lawn ornament represents each alumni gift that was made. While schools often run the risk of coming off as irritating when trying to repeatedly collect donations, UW-Madison figured out a way to accomplish their goals in a non-intrusive manner through the power of video, while incorporating a long standing school tradition. 

 
And finally the video below shows people how students at UW-Madison are involved in the community, rather than just telling them. This creates a much more sharable story than plain text would.

 
Caroline Khalili is a PR and marketing specialist at Circa Interactive, and she is an expert in developing content for higher education marketing campaigns. A 2011 graduate of the University of Oregon, Caroline now calls San Diego home.