Category Archives: Social Media

Save the Date: SMC 12/8

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The Social Media Council will return Dec. 8 at 1 p.m. in McGuinn 334. As always, we’ll ask that you respond to the forthcoming reminder email, so we know that we have enough seats.

Our guest speaker will be Adam Gismondi, a recent Ph.D. graduate of Boston College’s Higher Education program and former student affairs administrator. Adam’s research examines social media, civic engagement, political learning, college environments, and the various societal implications of technology.  Adam has been published in several journals and magazines, including Forbes and the Journal of College and Character.  His current role is at the Institute for Democracy & Higher Education at Tufts University’s Tisch College of Civic Life.  He’s also involved professionally as a member of the SXSWedu Advisory Board, a HASTAC Scholar, and President of the William & Mary Greater Boston Alumni Chapter. He blogs regularly at http://societyandsocialmedia.wordpress.com.

To be further amazed by Adam, read his dissertation on Buzzfeed. (No, really.)

It’s been some time since our last meeting, so we’ll give everyone an opportunity to share updates on their accounts, social media success stories and struggles. If you have questions, or ideas for agenda items, please email social@bc.edu. See you on Dec. 8!

Photo by http://initec.cat/

#BC2020

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Tonight we kick off our #BC2020 campaign and ask that all of our Social Media Council members help welcome our newest Eagles to the heights!

The BC Admission team started sending out decision emails just a few hours ago and we’ll be curating all the excited social posts on the #BC2020 page. Be part of the conversation by using the hashtag and introducing the new members of the BC community to your departments, programs, or organizations. New content will be shared throughout the week and we ask that you share on your channels when appropriate.

The best #BC2020 posts and tweets will be included in a Storify, so don’t be left out. Need some inspiration? Here’s last year’s posts.

New this year is an opportunity to be included on the WeAreBC snapchat story. If you are interested in adding a congratulations message to our story, send an email to social@bc.edu and we will coordinate a time for one of our social fellows to meet your group for a photo or brief video. If you sign in now, you can see a quick video from Baldwin (many thanks to BC Athletics!)

‘Facebook Reactions’ are live

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After much speculation and anticipation, Facebook has rolled out its redesigned “like” button. Users can now express a number of emotions, including anger, sadness and love. Read Facebook’s full announcement here.

So what does it mean for our accounts for brands, schools or departments?

Some of us have seen this coming – literally – for the past few months. Some accounts, including Boston College, were included in global tests to see how people reacted to various emotion options. Feedback (or lack thereof, in our case) was shared with page admins. on our insights tab.

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This new option may take a while for Facebook’s historically change-averse audience to embrace, but we’ve already seen users select the various emotion options on Day 1.

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Night” – a video released this week by the Office of News & Public Affairs’ Sean Casey -has enjoyed an overwhelmingly favorable response with more than 2,300 likes, 1,340 shares and a reach of 435,000 users. It also earned our first “love” emotion two days after being posted. The announcement of BC’s Martin Luther King, Jr. Scholarship winner today also earned some emotional reactions – including “love,” “wow” and likes.

We have yet to receive an angry or sad reaction, but be sure those are coming. What can a page admin do to navigate the changing landscape?

Know where to monitor.  You can see a snapshot of each published post’s analytics under Facebook’s “publishing tools” tab. This gives you more detail on post engagement including clicks, reactions, shares and comments, and also allows you to quickly compare posts against one another.

Get comfortable with varied feedback. As page managers we’re about to get much more realistic, multidimensional feedback. That means managing positive vs. negative sentiment and paying particular attention to how you cast information. If users are angry or sad, page admins must come up with strategies to effectively react. We’ll have this as an agenda item at our next Social Media Council meeting, so stay tuned for updates.

Much more on this to come. What do you think of the change? 

Additional reading:

The Washington Post posted a quick, no-nonsense guide today, explaining the emojis.

PR Week: More than Like looked at how brands are reacting to the change.

— By Melissa Beecher, Boston College Social Media Manager

SMC 12/9 Preview

Our last Social Media Council meeting of the calendar year will take place tomorrow, Dec. 9, 2 p.m. in McGuinn 334.

For the first time in a long time, we’ll hold a working meeting and hear from social media practitioners across campus who will talk about campaigns, trends and challenges.

Thanks-120115The University Advancement team behind the recent #GivingTuesday campaign will kick off our meeting with with a behind-the-scenes look at what it takes to run a successful one-day campaign. In case you missed it, UA executed an excellent giving drive on Dec. 1, across multiple platforms, including email, websites, Facebook, Twitter and Instagram. (A special thanks to all members who participated!)

Boston College Career Center will give an update on the upcoming #BCendeavor campaign. A new program this year, this social campaign will be used throughout the two-day career exploration to promote activities of the sophomores on campus and in Boston.

Boston College Admission has been using the Boston College Periscope account this semester to do campus tours for perspective students. Administrators will share their experiences using the platform. Admission will also be kicking off #BC2020 this month to welcome the newest class of Eagles (yes, that says 2020! yikes!)

If you haven’t already, please RSVP to social@bc.edu so we have enough room for everyone. There should be plenty of time to talk about trends and brainstorm upcoming topics, so please come with ideas. See you tomorrow!

SMC Review 10/8

Nancy and Pete Frates

Nancy and Pete Frates spoke to the Social Media Council about the #IceBucketChallenge, technology and ALS.

It was a BC Social Media Council that none will soon forget. Nancy ’80, Andrew and Pete Frates ’07, spoke to our group about Team Frate Train, the #IceBucketChallenge  and living with ALS.

What was responsible for this summer’s viral sensation? Nancy explained that three key factors played a role:

1. Pete is a master communicator and relationship builder, a skill that has been honed throughout his life. Pete’s network is large, varied and geographically diverse. From elementary school to college friends, teammates and professional associates, he’s always made a point to remain connected to people through visits and phone calls. As his disease has progressed, Pete relies more now on email and social media – Facebook Messenger in particular. Nancy recalled her family’s eye-rolling episodes when Pete called someone “my buddy” or “my buddy’s buddy”. “We would always say, ‘he’s such a name-dropper,’ but after his diagnosis, all those buddies came running.”

The history of the challenge in Time, explains how Pete’s network gave the ALS awareness movement momentum. Nancy said the resulting response from Pete’s video came as a shock to almost everyone. 

“I knew it was coming,” said Pete. “I was ready for the boom.”

2. A clear call to action and a 24-hour deadline. 

The night of his diagnosis, Nancy remembered, Pete refused to be overwhelmed by negativity.

“We all sat around the table and Pete said that this is an opportunity – that is the word he used – he said that this was opportunity for us to change the world. We’re not looking back we’re looking forward.”

The Frates became focused on raising awareness and helping fund research for a cure. ALS is a disease that progresses rapidly, so there is urgency to their work. The immediacy of the challenge – participants had only 24 hours to pour a bucket of ice over their head or make a $100 donation (many did both) – presented pressure to act immediately.

“My favorite video is Bill Gates,” said Nancy. “He put real effort into it. It’s also because six hours after his diagnosis, Pete said ‘I’m going to get the ALS message in front of Bill Gates.’ He did it. It’s profound.”

The Frates talked with engineers at Facebook about the magnitude of the response. The numbers are staggering – to date, 2.5 million videos uploaded, number of views in the billions. On Twitter, a successful campaign for breast cancer awareness had 142,000 posts to a hashtag in the month of June. The Ice Bucket Challenge had 142,000 tweets in one hour on a Monday afternoon in August.

The fundraising component has also been unprecedented – by some accounts the total may hit $500 million for ALS support and research worldwide by the end of the year, Nancy said.

3. Fun.

From celebrities to everyday people, the spirit of the challenge resonated around the world.

“The consistent thing in all the videos is laughter,” said Nancy. “People were having fun, laughing. And people laughed watching the videos.

“ALS is a terrible disease, it takes away so much. This gives something to families dealing with ALS: hope. You couldn’t log into social media for weeks without hearing about ALS and the Ice Bucket Challenge. That is incredible for an underfunded disease that most people had ever heard about.

“It’s been a game changer.”

For more information on Pete, visit his website.

Click on This: #BCSummer

BC Summer in the sand

A few weeks of #BCSummer remain (27 days until students return!) and your school or department’s social editorial calendar is looking…bare. What do you do?

Inspiration is here in the form of University accounts that have been going strong with fresh content throughout the summer:

BC Bookmarks is a blog and Twitter account continually producing interesting, new material promoting all things literary at BC. The posts on faculty, staff, student and alumni publications fuel the Boston College Books Pinterest page. Offered by the Office of News & Public Affairs, the blog is great resource for publications, events and awards.

Although on hiatus until September, the John J. Burns Library Blog continues to be a phenomenal resource for historical information. A great, evergreen post from this week, “Where is Chestnut Hill, Anyway?” was done by Anna Whitham, Conservation Assistant at the library.

BC Social Work in Italy is a pictorial story on the BC Graduate School of Social Work‘s social media accounts. Students of Prof. Westy Egmont traveled to Italy this summer to study the response to increasing immigration from Syria and North Africa. An interesting topic and interesting student photos gives perspective into this unique program.

#EagletoWatchBoston College Alumni produced this new series of posts every Wednesday. Featuring young alumni “doing great things,” this is an example of scheduling themed content. (What is themed content? Think #TBT.)

Everyone is hungry for great photos. Two options to keep on your radar: Boston College Flickr – which is quickly approaching 1 million views — has select photos that were published in the Boston College Chronicle from 2010 to present day; and the recently launched OMC Stock Photo – a catalogue of select photos from the Office of Marketing Communication staff photographers.

Finally, BC Athletics has been building excitement around football season with a #KickoffCountdown, illustrated with a series of player graphics. This, along with the College Colors competition should get Superfans pumped for the upcoming sports year.

What is your favorite resource for summer content?

Later this month we will be featuring new social accounts at Boston College. If you know of a new social account to be added to the University social directory, email social@bc.edu.