The Strategic Implementation
of Social Media for the
Office of Multicultural affairs
University of Kansas
What is Social Media?
“Social media is a concentration of internet website
services and practices that support collaboration,
community building, participation, and sharing”
Social Media shares information through:
(Junco, Heibergert & Lokin, 2009)
World of Social Media Sites
co-founder of the
Social Media Club,
The graphical prism
illustrates the wide
variety of social
media tools available
networks in 1994,
grow as a place
where people can
come together to
(Everything Public Relations, 2011)
-Studies have found a positive correlation between the use of social
networking and college student engagement. (Junco, Heirbergert &
-In 2007 the Higher Education Research Institute reported that 94%
of first year students use social media websites (Junco, Heirbergert
& Lokin, 2009).
-It is a free resource, and the resource theory says “ If adequate
resources are brought together in one place, student learning and
development will occur”(Astin 1999).
- “Millennials strive for continuous connectivity via their social
networks” (Monoco 2010).
Large Scale Impact
“Social media helped fuel the recent nation
wide demonstrations in Cairo, Egypt by
giving the people the tools to mass
communicate with their fellow citizens”
-USA Today College
Examining the sociological effects of
social media http://t.co/O6FE0Po
If Social Media can
connect an entire
nation, what can it do
for Higher Education?
Social Media On Campus
After pondering the University of Kansas
division of student affairs, one office stood out
as having the most to gain from social media.
KU’s Office of Multicultural Affairs
To collaborate with instructional and non instructional
departments in academic preparation, recruitment,
retention, and programming for students of color.
To assist all students who are committed to the
acceptance, appreciation, and understanding of diversity
and multicultural issues.
To articulate a strong sense of campus community among
To promote the academic mission of KU.
To assist students of color in successfully participating in
every level of the University experience and becoming
(Office of Multicultural Affairs, 2011)
OMA’s Current Initiatives
Hawk Link Program – an academic based retention program
designed to assist first year students in navigating their first year by utilizing
existing programs at KU.
Academic Resources – Corporate Career Connections, Transitions
(sophomore component of hawk link, Academic Courses, Students
Obtaining Academic Resources (SOAR)
Diversity Education Programs – Colors of KU, Diversity Peer
Education Team, Heritage Month Celebrations, Multicultural Awareness
Training, Tunnel of Oppression
OMA Events and Programs – Chancellor’s Reception, OMA
Graduation Banquet, MLK Luminaria Walk and Speaker
5 Student Organizations – Asian American Student Union, Black
Student Union, First Nations Student Association, Hispanic American
Leadership Organization, National Pan-Hellenic Council
Financial Resources - 53 Different options
OMA’s Current Use of Social Media
- Old Links
- Student Organizations pages
last updated in 2007
- Inaccessible technology - QuickTime
- It is only found on the website
Proposal for Implementing Social
Media into the Activities of the
Office of Multicultural Affairs
Purpose: to increase student awareness of
OMA resources, and departmental initiatives
through social media technology.
Step 1: Strategy and Support
Step 2: Define Management
Step 3: Assessment
Step1: Strategy and Support
Define Audience and Message
-Who do you want your message to go to, and what do you
want to say?
Choose your Social Media technology
-Which form is going to work best for the message, audience,
Brand your department
-What do you want your image to be?
-How will your audience find out about your online presence?
Step1: Strategy and Support
Social Media choice: Message:
-Twitter -Initiative promotion
• Recommended for university departments • Hawk link deadlines
• Easier to maintain • Student organization meetings
• Can be programmed to automatically tweet • Program information
(Junco, Heibergert & Lokin, 2009) (Cabellon, 2010)
Marketing strategies -Carry over images and
-create incentives for following colors from the OMA
• Free t-shirt for following website to the twitter page
-link on website (Cabellon, 2010)
-Student news paper ad
-Add it to all hand outs & freebies
(Philips, 2009) -Current KU Students
Step 2: Management
Choose who will develop and maintain the
departments social media.
Decide how often you will utilize the social media.
Step 2: Management
Who will develop and maintain the social media
-graduate assistants or hourly undergraduate student staff
• Should be supervised by a Senior Staff member
• Should be familiar with the media type, it is easier to develop once it is commonly
used in your daily life
Utilization of the social media
-Daily or Bi-daily tweets about upcoming events
• keeps news current on feeds
-Event promotional pushed on day of events
Step 3: Assessment
Choose specific time frame to assess
Define what the successful use of social media
means to your department
Determine how to measure that success
Step 3: Assessment
-a full semester
Definition of success:
-Increase in online followers
-Consistency of department use of social media
- Increase in student use of resources
- Increase in student participation
Ways to measure that success
- No. of followers
- No. of tweets per day/month/week/event
- Consistency of mentions (#hashtags)
- Adding “how did you hear about us/this event” to questionnaires
and sign in sheets
- Measuring the usage of attendance and resource usage for
Learning the Technology
- There will be a transition period during which staff will need to
learn how to use the different forms of social media.
- This should be alleviated by choosing one form initially, and
having someone develop and manage it who uses it on a
- There will be a transition period during which the use of social
media will be assimilated into the daily publicity functions of
- This should be alleviated by having a set plan of how often you
want the department to use the social media.
- There could be a point at which the department recognizes that
there is an under use or over use of the social media type.
-This should be alleviated by using assessment tools.
Meeting Students Where They Are
-By using social media, the students will be receiving the information that OMA
is trying to get out using in a venue that they check regularly.
Minimal Cost, Maximum Effect
-The use of social media is free other than the time it takes to develop and
-Social media is used by most of the student body. If it is marketed and used
correctly the effect it could have is huge.
Competitive Communication Edge
-Competitors are using social media (other schools, other organizations)
-By having the information available students can make a more informed choice
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