Professional and Adult Education Social Media Toolkit
Develop a social media presence to attract today's adult learners
This toolkit contains 12 tools to support PCO units in developing a formal social media strategy, creating content, and gauging ROI.
Today’s professional, continuing, and online (PCO) prospects engage in stealth shopping on social media. Given this trend, it is more important than ever for PCO leaders to cultivate a strong organic social media presence.
- 75% of internet users use social media to search brands
- 71% of consumers are likely to recommend a brand to their friends when they have a positive experience with that brand’s account
This toolkit contains 12 tools to support PCO units in developing a formal social media strategy, creating content, and gauging ROI. It also includes a glossary of common types of posts made by successful PCO social media accounts and a self-review checklist. You can either download the full toolkit or each tool individually.
- Glossary of Social Media Post Types: Provides descriptions and examples of common types of posts made by best practice institutions
- Social Media Self-Review Checklist: Aids marketing staff in determining areas of strength and growth in social media presence
- Tool 1: Social Media Strategic Vision Worksheet: Guides institutions through the process of creating an overarching strategic plan for social media
- Tool 2: Social Media Platform Primer: Describes the most popular platforms used by prospects
- Tool 3: Social Media Pilot Program Guide: Aids institutions in testing previously unused platforms to determine if they are a good fit
- Tool 4: Sample Content Calendar and Post Plan: Supports marketing staff with scheduling posts
- Tool 5: Guide to Social Media Deadline Campaigns: Describes the process of making posts to assuage student anxieties before an enrollment deadline
- Tool 6: Guide to Gathering and Using Student Feedback: Guides marketing teams through the process of collecting student feedback about their institutions’ social media presence
- Tool 7: Build Your Own Content Sign-Off Checklist: Equips institutions with the tools to ensure that their posts meet high standards before going live
- Tool 8: Student Story Collection Form: Provides a form for institutions to collect student stories to share on social media
- Tool 9: Social Media KPI Builder: Lists the most important key performance indicators (KPIs) to measure on social media
- Tool 10: Tying Social Media Metrics to Dollars: Explains how to demonstrate the impact of social media success on enrollment revenue
- Tool 11: Internal ROI Newsletter Template: Guides marketing teams through the process of communicating social media success in a newsletter
- Tool 12: Guide to Social Listening: Demonstrates how to assess a PCO unit’s brand perception on social media
Best-in-class social media content
University of Guelph—Faculty Content: This video makes learning seem entertaining and assuages prospect fears that faculty will be intimidating.
University of Florida—Profiling Community: This video shows prospects that they will find a home at U of F.
REI—Beneficial Tips for Everyone: REI provides helpful information that incentivizes outdoor lovers to follow REI over the long-term.
Duolingo—Humor: Humorous videos like this one improve brand awareness and loyalty.
Washington Post—Humor and Interesting Content: This post uses humor to make dry content seem exciting.
Grand Valley State—Humor: Posts like this can assuage prospect fears by showing that an institution has a friendly, funny side.
Western Governors University—Realistic Content: This post helps prospects realize that people with weaknesses in some areas can still achieve their education goals.
Toronto Metropolitan University—Work/Life Balance: This video shows prospects they will be able to maintain time for themselves outside of school.
Southern New Hampshire—Students Sharing Experiences: This post inspires prospects by showing them what they can achieve through further education.
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