NAVIGATING THE WORLD
OF SOCIAL MEDIA AND
FINANCIAL AID
Jessica
Hickernell
University of
Maine
THE STATS: SOCIAL MEDIA USAGE
Credit: http://www.pewinternet.org/2014/01/08/socialmedia-update-2013/frequency-of-social-media-site-use/
THE STATS: FACEBOOK
Credit: http://www.pewinternet.org/2014/01/08/socialmedia-update-2013/frequency-of-social-media-site-use/
THE STATS: TWITTER
Credit: http://www.pewinternet.org/2014/01/08/socialmedia-update-2013/frequency-of-social-media-site-use/
THE STATS: INSTAGRAM AND PINTEREST
Credit:
http://www.pewinternet.org/2014
/01/08/social-media-update2013/frequency-of-social-mediasite-use/
REASONS TO GO SOCIAL:
CUSTOMER SERVICE
Meet students where they are most
comfortable
Decrease phone calls, wait times,
long lines
REASONS TO GO SOCIAL:
SOCIAL PROOF
Help students in a public setting
REASONS TO GO SOCIAL:
TIMELY CONTENT
Post updates, deadlines, and
important information instantly
Instant communications and timely,
meaningful topics
REASONS TO GO SOCIAL:
CREDIBILIT Y AND LOYALT Y
Proof that we are more than just the
person ‘behind the desk’
REASONS TO GO SOCIAL:
TRANSPARENCY AND ACCESS
Communicate early and often in a
public setting
REASONS TO GO SOCIAL:
FINANCIAL LITERACY
Use it as an educational tool
THINGS TO KEEP IN MIND
Challenges:
 Resources Time
 Personnel
 Experts
 Nature of Public Discourse
 Online forums bring good and bad
 FERPA
 Protection of student information
NEGATIVE COMMENTS
 Negative comments not always a bad thing
 Opportunity for feedback and change
 Be honest
 Be tactful
 Contact person directly
 Feel free to delete
STRATEGIES
Post at least 3x per week
Know when to post
 Typically posting between 6am -9am results in less
views than posting during hours that students are
more active online
STRATEGIES
 Advertise your page
 Have student employees share it
 Post in other school-affiliated pages
 TAG!
 Retweet/share articles and posts that are relevant to
your students
 Engages people
 Increases chances of others using your materials
STRATEGIES
Don’t be too serious
 Don’t strictly post informational, text posts
 Post funny things that are still relevant
 Sparks discussion, serves as reminders, and build
your followers
EMBRACE THE MEMES!
STRATEGIES
 Post things that aren’t necessarily related to aid directly
 Respond to comments promptly
 Utilize student employees to quality check your posts
 Do they find them interesting, engaging
 Ask for feedback
 Have weekly themed days
 Example: What’s Free Wednesday (#WFW) – showcase area events,
food, and other things that are free at your school/in your community
for students to take advantage of
EXAMPLES
 www.facebook.com/umainefinancialaid
 www.facebook.com/umainestudentemployment
 www.facebook.com/umfinaid
 www.facebook.com/UTOSFS
 twitter.com/msufinaid
 twitter.com/LoyolaFinAid
QUESTIONS/DISCUSSION