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  • P.O. Box 1980 State University, AR 72467

    Phone: 870-972-2055 www.astate.edu

    Leadership Center

    ARKANSAS STATE UNIVERSITY

    LEADERSHIP CENTER

    Makaleigh Riddle, Katie Beth Hopkins, Kayla Priddy, Bailey Moses

  • Leadership Center Social Media Plan

    2

    Executive Summary............3

    Situational Analysis...4

    Research and Results ...... 5-11

    Target Audience and Personas .12

    Communication Objectives ...12

    Objectives, Creative Strategies, and Tactics .13-14

    Implementation . 15-19

    Example Post ...16-19

    Budget ...21

    Evaluation......22

    Table of Contents

  • Leadership Center Social Media Plan

    3

    Summary

    Staff

    Mission

    The Leadership Center facilitates a wide array of campus involvement opportunities such as Student Government Association, Student

    Activities Board, Volunteer A-State, Greek Life and various Student Organizations. Each week, a diverse range of exciting events is held for

    MARTHA SPACK Director of Leadership Center

    mspack@astate.edu Phone: 870-972-2056 Adding Building & Room

    Office: Reng Student Union, 2067 Fax: 870-972-3017

    To offer programs and services that foster leadership development through community service while encouraging the creation of lasting

    connections and the recognition of accomplishments.

    NATALIE ESKEW Assistant Dean of Students New Student Registration &

    Student Activities Board neskew@astate.edu

    Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067

    ELIZABETH ROUSE Reng Student Union Events Coordinator

    ecrouse@astate.edu Phone: 870-972-2056 Adding Building & Room

    Office: Reng Student Union, 2067

  • Leadership Center Social Media Plan

    4

    Situational Analysis:

    SARAH PONDER Administrative Assistant scash@astate.edu

    Phone: 870-972-2056 Adding Building & Room

    Office: Reng Student Union, 2067

    ALEXIS HURDLE Assistant Dean of Students

    Greek Life ahurdle@astate.edu

    Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067

    KATEY PROVENCE Coordinator of Student Services

    WolfTracks Yearbook & Volunteer A-State kebuckley@astate.edu

    Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067

    MATT STALLINGS

    Fiscal Support Specialist mstallings@astate.edu

    Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067

    Strengthens: - Posting regularly - Lots of events for students to be

    apart of Opportunities:

    - Freshman and Junior Students

    Weaknesses: - More than one person in control of

    accounts - One main account, but separate

    account for each organization causes confusion

    Threats: - Students busy newsfeed

  • Leadership Center Social Media Plan

    5

    Primary Research Interview with Leadership Centers Director, Martha Spack:

    Do you have a specific timeline or consistent plan?

    ! We need a Timeline and consistent plan for implementing all branches of the Leadership Center

    ! What we have no specific plan and are just going on a day-to-day basis

    How many people are in charge of your social media accounts?

    How many branches are there? ! Student Activities Board, Student Government Association, Volunteer A-State, Student Success Center, Leadership Center, and Volunteer A-State have their own person in charge of the account, but the Leadership Center has a two Social Media Mangers with the passwords to every account as well.

  • Leadership Center Social Media Plan

    6

    Survey This survey was conducted through face-to-face contact. Each member of our group sat in front of the Student Union and Humanities Building asking every other

    person at random that passed by us.

    Total people surveyed: 57 Random A-State Students

    What does the leadership center do? 32- they have all of the groups on campus, right?

    10- I really don't know what they do 15- we have a leadership center?

  • Leadership Center Social Media Plan

    7

    Survey Have you ever been involved within the leadership center?

    19- yes, sorority 9- SAB, volunteer, etc.

    29- No

  • Leadership Center Social Media Plan

    8

    Survey

    How do you usually find out about events on campus? 32- Instagram (friends/A-State)

    6- Astate's Daily email 17- friends tell me 2- never responded

  • Leadership Center Social Media Plan

    9

    Secondary Research

    Facebook was analyzed through Facebook Insights.

    Twitter was viewed through Hootsuite.

    Instagram was analyzed through Iconosquare

  • Leadership Center Social Media Plan

    10

    Twitter: Hootsuite

    Through analyzing twitter, we noticed that many questions were asked through our twitter newsfeed if there were questions about an event. Twitter does not have the

    biggest following or interaction compared to Facebook or Instagram.

  • Leadership Center Social Media Plan

    11

    Facebook: Insights Facebook Insights showed that most interaction is done on this social media page (commenting, liking, sharing) that helps spread the word about an event. Workers and volunteers in the office did most sharing and interacting instead of the general

    public.

  • Leadership Center Social Media Plan

    12

    Instagram: Iconosquare

    According to Instagram and our survey, most students follow and receive information

    on the Leadership Centers Instagram account.

    Followers: 680 Following: 250 Photos: 561 Comments Received: 168

  • Leadership Center Social Media Plan

    13

    Target Personas:

    " Logan is a 21-year-old senior who is looking for a way to get involved and add leadership credentials to his resume. Staying busy is a hobby and wouldnt have it any other way. He loves to network and finds himself spending more time on twitter.

    " Scarlett is a 19-year-old freshman overwhelmed by the possibilities that are available on campus. She doesnt know where to begin, but is a people person that is not set on a career, but knows she wants to be involved and make connections with fellow peers.

    Objectives:

    " Increase involvement in each Leadership Organization Event (SAB, SGA, Volunteer A-State, Greek Life) by 15% by April 30, 2015.

    " Increase knowledge (followers) of all social media sites (Facebook, Twitter, Instagram, Snapchat) by 10% by April 30, 2015.

  • Leadership Center Social Media Plan

    14

    Objectives:

    Objectives #1 Increase involvement in each Leadership Organization Event (SAB, SGA, Volunteer A-State, Greek Life) by 15 percent by April 30, 2015. Strategies:

    - Increase knowledge on social media through Facebook, Instagram, and Twitter

    - Use social media contests and giveaways to reach other students

    Tactics:

    Twitter - Have students campaign to have our page reach 3,000 follower to pie elected professors and faculty in the face

    Facebook - Create event and use survey feature for student input on next event

    Instagram - Donate a Photo using the hash-tag #makingahowlofadifference and

    #AstateLC while tagging the leadership center in the picture (best photo is featured on our student spotlight

  • Leadership Center Social Media Plan

    15

    Objectives: Objectives #2 Increase knowledge (followers) of all social media sites (Facebook, Twitter, Instagram, Snapchat) by ten percent by April 30, 2015. Strategies - Follow and comment on student posts throughout each week - Implement rewards (giveaways, prizes, etc.) for students who follow and get involved with the Leadership Center on social media

    Tactics: Twitter - Contest: must RT (Retweet) to enter a contest for prize/drawing of the week Facebook - Like Page and Tag friend in post to be entered in a gift card for campus food service such as Starbucks or Chick-Fila Instagram - Follow and Tag 3 Friends to be featured on Student Spotlight

  • Leadership Center Social Media Plan

    16

    Implementation Timeline

    This is a timeline implementation plan for the A-State Leadership Center to follow in order to increase student knowledge and involvement on social media

    MONTH

    PLAN OF ACTION

    January Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Promote hashtag #AstateLC to broaden knowledge and involvement Post all weekly events on campus involving Leadership Center Groups Inform students twice weekly of upcoming dates for registration or enrollment

    February

    Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram

    Follow a minimum of five influential students/groups/employees on campus each week

    Promote hashtag #AstateLC to broaden student knowledge and involvement

    Inform students twice weekly of upcoming test and drop dates

    March

    Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Post weekly information about campus organizations spring break trips/involvement Post weekly pictures of student involvement on campus to promote followers and likes Promote hashtag #AstateLC to broaden student knowledge and involvement

  • Leadership Center Social Me