Every day, on college and university campuses everywhere, dedicated people like you are making the case for effective communication with key audiences. On a good day, you get a brilliant idea about a new way to connect with the people you want to reach. Sometimes the idea is so gloriously brilliant you need to secure buy-in and approval. Remember, when you pitch new ideas outside the comfort zones of your leadership team, it’s good to go in with evidence.
Maybe 2014 is the year for stepping up your social media strategy. If so, consider data from the Social Media in Advancement Survey conducted by Huron Education and mStoner in partnership with the Council for Advancement and Support of Education (CASE). Annually, I’ve observed Michael Stoner committing time and talent to this important project and I know he’s grateful to the many of you who participated in the most recent survey.
In late March, highlights from the fifth annual survey will be released at the CASE Social Media and Community Conference. Until then, the 2013 research comes in handy. I reacquainted myself with the top-line findings from 2013 and they are the subject of this post. For fun, I decided to highlight a few of the questions asked and make some predictions about what we might see in the 2014 results. We’ll call these Susan’s Hunches.
My hunches about the 2014 results for a few of the survey questions:
Question 9. Which types of social media do you use (for any audiences you want to reach)?
Question 16. In what types of campaigns have you used social media?
Question 30. For which types of development and fundraising activities does your institution use social media?
Question 44. How many full‐time people does your institution have working on social media that are 100 percent dedicated to it (all of their job responsibilities relate to social media)?
Here’s a convenient summary table of Susan’s Hunches:
Check back in late March if you want to see how I did. If I’m close on a lot of these predictions, you’ll probably see another blog post. If I’m way off, I’ll quickly move on to other topics. The point is, use research for pitching your ideas. It’s out there!
More on the annual Social Media in Advancement Survey: