Mikaela A. Yeager ADPR 866 Social Media Theory in Public Relations Midterm Project: Social Media Plan CLIENT My employer: Clarkson College Clarkson College is a private, non-profit healthcare-focused college in Omaha, Neb. that offers undergraduate, graduate, and post-graduate degrees and certificates. The majority of programs are offered both on campus and online, with part- and full-time study options available. As of fall 2014, the student headcount was 1,221, and the average student age was 27. SOCIAL MEDIA VALUE PROPOSITION Strategic employment of a social media plan for Clarkson College will foster greater awareness of the Clarkson College brand among prospective students and the public at large. Additionally, positive social interaction with current students, faculty, staff, alumni, key influencers and thought leaders in the community will glean additional loyalty, support and pride for the Clarkson College brand and our Mission to prepare students to professionally provide high-quality, ethical and compassionate health care. Unlike traditional media, social media paves a path for “interactive, two-way consumer and brand communication,” (Lipschultz, 2015, p. 89). Clarkson College can leverage its brand voice and personality to connect with its key audiences on a personal level and build emotional connections. This more intimate relationship and deeper understanding of the College Mission, Values and culture will aid prospective students in discerning if Clarkson College is a suitable fit for their desired student experience and long-term career goals. Additionally, regular reach and interaction with constituents who are currently or were previously vested in Clarkson College will strengthen their trust and support (donations, referrals, involvement) for the brand. The following social media plan outlines a series of objectives aimed to be reached: FACEBOOK According to Lipschultz, Facebook is “arguably one of the most important social media sites this decade with more than one billion users worldwide,” (p. 111). Among those users are the key audiences targeted by Clarkson College. Facebook is an ideal avenue for story-telling, video/image sharing, and starting a conversation with followers and directing them to the College website. The current Clarkson College Facebook page has 1,785 followers. User interaction is lacking with an average of only 12.2 percent of posts receiving actionable engagement that goes beyond a “like,” i.e., comments, shares and photos tags (Clarkson College Facebook Insights, 2015). Most of that engagement comes from the bi-weekly contest questions in which followers who respond are entered into a gift card drawing. 1
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