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College marketing and communications teams increasingly look to boost video teams and budgets. All well and good, but we should not overlook the enduring value and impact of your still image library. It’s easy to grow complacent and assume that last year’s photos will meet this year’s needs. It’s tempting to hire less qualified photographers, and to cram too many shots into a long day of shooting. Here are 5 Quick Tips on how to build, maintain and mature your campus photo library. Frequency: Many college photo libraries grow stale without anyone noticing. If you want to maintain a viable collection of photos, plan on four, two-day shoots each year. Story needs and brand understanding change — as do seasons, fashion, hair, and the campus environment. You will need to schedule multiple shoots each year for photos to keep pace. Quality: Staff photographers spend so much time shooting grip-and-grin, raise-a-glass campus events that few have time to hone their editorial POV … Continue reading
Posted in: Branding, campus photography, Enrollment Marketing, Higher Ed Marketing, higher education content marketing agency
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Today, there is a lot of advice around how to create high quality, student-centered content in the higher education space — from bringing student experiences to life through stories, photos and videos to creating content by involving passionate faculty, students and brand champions. However, far less is said regarding how to create an orchestrated effort around content publishing to ensure that your content receives the most visibility and positive engagement. Often, marketing teams get caught up in the demanding work of content creation and fall short when it comes to creating a well-thought-out content release plan. The result is limited exposure of a content piece that was incredibly time consuming to complete. At Elliance, for each piece of high-fidelity content — whether it’s an infographic, guide, video, blog post, story, etc. — we develop a content release plan to ensure maximum exposure among target audiences. While each piece of content demands unique considerations, here are a few recommendations that can … Continue reading
I wrote a blog about Instagram and higher education a couple of years ago, and I think that it is a good time to revisit how universities can make the most of their Instagram presence. So, without further ado, here’s a quick Q&A with me, about Instagram in the higher education space. Q: Why should my institution care about Instagram? A: Because your prospects and current students care about Instagram. According to a social media survey by RBC Capital, 73% of 13- to 18-year-olds surveyed said that they had an Instagram account. SEVENTY-THREE PERCENT. If 73% of the prospects you’re trying to reach are standing in a room, shouldn’t you also be in that room? Teens care about Instagram and they’re actively engaging with the community every day. In a CNBC article about social media trends and teens, one 18-year-old is quoted saying “I feel that Instagram is still the most-used social media platform for people my age, and pretty … Continue reading
Posted in: Social Media
Snapchat had a rough year. With Instagram and Facebook stories moving in on Snapchat’s territory, Snapchat saw a drop in active user growth from 17.2% to just 5% this fall. Snapchat introduced stories in 2013. And they owned the market for daily image and video stories until August of 2016, when Instagram introduced their own story feature. There was a lot of initial backlash from users when Instagram stories launched last fall. It felt like Instagram had stolen something that was unique to Snapchat and users weren’t eager to switch platforms. But, as with most products and innovations the Facebook parent company has released over the years, users grew to love Instagram stories. This fall Instagram boasted a whooping 300 million daily users, trumping Snapchat’s 173 million. How will Snapchat rise above the tide in 2018? On Wednesday Snap, Inc. announced a major redesign to the app, an effort to differentiate themselves from other social media apps. One major change, … Continue reading
Posted in: snapchat, Social Media
The title of this blog, “Find Meaning in Your Social Media Analytics” is kind of broad and could probably be interpreted in many ways. Upon coming across the blog title, one might think it was about discovering a secret way of distilling all that unruly social media web traffic into coherent and meaningful data reports. Others may think it is a blog about some new age digital strategy that will help you find your inner social media analytics chi that simplifies the way you look at clicks, likes and impressions. Although these ideas sound great and might be topics for future AHA blog posts, this one is simply about how to help you locate and find meaning in the social media analytics tools provided in your Facebook and Twitter accounts. So let’s get started with this simple road map and light overview of the Facebook and Twitter analytics platforms that may help you make more sense of why you are … Continue reading
Most of us use our personal social media channels like Facebook, Instagram and Twitter for just that reason – simply being social. It’s an effortless way to catch up with old friends and for keeping tabs on family – you know, the “My goodness, look at how your kids have grown” moments. At one time or another many of us have also used social media channels for posting videos of our accomplishments, our kids, vacations and yes, the awesome water skiing squirrel. Even social media assets in the marketing and business realms serve social purposes with the goals of gaining business and notoriety within our manufacturing, higher education, financial banking or other fields of commerce. Most social media channels are online billboards for boosted digital ads in which a company’s message is displayed to targeted audiences. In many firms, social media is the supporting cast to marketing websites or blogs and if you have an energetic and focused social media … Continue reading
Posted in: Facebook, Social Media, Twitter
In recent blogs we’ve discussed the many benefits of universities and colleges utilizing Snapchat as a higher education marketing tool — from Geofilters that essentially act as digital billboards to Snapchat stories, which give you raw, in-the-moment exposure to a day-in-the-life at that institution. But, as of August, there’s a new kid on the social media block — Instagram Stories — and though the idea may have originated from that of its counterpart, Snapchat, they have taken it and run in their own direction, providing unique opportunities for individuals and marketers and winning over users left and right. In just nine months of existence, Instagram Stories has reached over 200 million daily active users. The last recorded number of daily active users for Snapchat was released in December — reaching 161 million. This speaks volumes to the powerhouse that is Instagram. In months Instagram has measured up to and very-likely surpassed the number of story users Snapchat has garnered over … Continue reading
Posted in: social media strategy
Facebook has been making a lot of changes to their news feed algorithm. In the past, there used to be a chronological listing of stories as they were shared by your network. However, as the membership on the social media network continued to grow (more than a billion members) and the content continued to explode, Facebook decided to make some changes. The goal, per Facebook, of News Feed is to “deliver the right content to the right people at the right time so they don’t miss the stories that are important to them.” To make this happen, Facebook currently considers thousands of factors to serve up stories from a publisher’s page in an individuals’ news feed. Some of these factors can be broken up into the following: Relevance factors Engagement factors Quality factors Profile factors Recency factors Relevance Factors: Is your audience interested in that topic? Has your audience engaged with that topic in the past? Have they hidden any content related … Continue reading
Posted in: facebook newsfeed ranking factors
So now that 2017 is in full flap, let’s jump right in and get that bird tuned up and singing on key. Here is some Twitter 411 to help with your social media marketing this year. This information is general knowledge and commonplace among social media marketers and Twitter jockeys everywhere and is not part of some secret social media cabal or in this case… flock. So go ahead and take full advantage of these tips and information to make your manufacturing marketing or higher education social media campaigns fly higher this year. Definitions Impressions: Number of times users saw the Tweet on Twitter. Engagements: Total number of times a user interacted with a Tweet. For example clicks anywhere on the Tweet which include: – retweets – replies – follows – likes – hashtags – embedded media – profile and more Engagement rate: Number of engagements divided by impressions. Followers: People who have chosen to follow your Twitter account and … Continue reading
Posted in: Social Media, Twitter, Twitter Best Practices
In the past, universities have created both a Company Page and a University Page within Linkedin – mainly because each page offered different features and functionalities. Linkedin has been getting feedback, especially from higher education marketers, of this causing redundancy for admins and providing a confusing experience for Linkedin members. So to simplify this, they are merging the two pages into one combined Page. What is happening right now? Linkedin is merging the University and Company pages into one page – an upgraded University page that will have all of the features of the Company pages. New higher education marketing features include: Real-time analytics on people who visit your page, instead of a weekly analytics email Sponsored Content to reach prospective students and alumni right in their LinkedIn feed Career Pages so you can show potential hires what working at your university is like (you can now pay for this upgrade) Pros: Besides the new features, the biggest pro is that it … Continue reading