Public relations has changed... but you know that. We have less control now, but it doesn't mean you can ignore it or try to control it. It's a chance to show you're human - that there's a person behind that logo. Here's some do's and don'ts on how to handle public relations on social media.
Advertising is one thing. Content Marketing is another. And when you're trying to reach an 18 year old market, that are smart, savvy and on their way to being highly educated - they are very skeptical of advertising. And they also have short attention spans.
So, what can we do about it? Listen. And respond - quickly. Be relevant.
Listen - not to staff, administrators, faculty, but to the students themselves.
Do an influencer analysis of several students - the ones that you target. (1 hour)
First figure out who 10 of your top AND average influencers are. Look for people that are active with you and have INFLUENCE – followers, favourites, klout.
For us, for example, we scoured our UGC community page for the incoming class on Facebook (Facebook 2019). And came up with a few profiles that ‘represent’ the class.
When "Elizabeth" posted anything, she got lots of comments, likes, etc. She has a large number of friends and when her demo info was overlaid she represents one of our...