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Tips for Administrators: Why Use Videos

At 5minofscience we dramatically cut those cuts by professionally editing videos that researchers film themselves

Videos are the preferred medium of marketers because of their ability to tell compelling stories. In response to this demand every major social media platform including Facebook, Twitter, Instagram, and Reddit not only allows for videos to be posted, but their algorithm prioritizes them.

One of the biggest obstacles of producing promotional videos used to be their cost. They typically used to cost $5,000 for a 4 minute videos because producers had to bring a large team and heavy equipment on location. At 5minofscience we dramatically cut those cuts by professionally editing videos that researchers film themselves.

Here are some advantages of having promotional videos:

You have a newsletter?

All research institutions send regular e-newsletter to their donors, alumni or staff to update them on their latest accomplishments. It has been demonstrated that having a link to a video significantly boosts these marketing efforts. In fact, a study by Syndacast shows that just having “video” in an email subject line increases open rates by 19%.

You want Google to rank you higher?

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Tips for Administrators: Why Encourage Your Staff to Have A Personal Brand

Done well, personal branding is a free way to leverage your staff’s network and reputation.

What is personal branding?

Personal branding is an ongoing process where individuals market themselves and their careers. The goal is to showcase their strength, experience and abilities in order to access more professional opportunities. The result is a dramatic increase in the individual’s network and circle of influence.

With a strong personal brand, they are more likely to be invited to speak at prestigious events, have newspaper columns, be interviewed by television networks, and publish bestselling books.

When your staff brands themselves as experts outside of the close-knit academic world, both they and your institution benefit. In short, they become a walking advertisement for your institutions.

What are the benefits to your institution?

Done well, personal branding is a free way to leverage your staff’s network and reputation. For instance, academics who have popular Twitter accounts, who are well published or who are on the news whenever a breaking development happens give credibility to your institution.

Since people are more trusted than brands, staff that have a strong personal brand can also dramatically amplify your marketing campaigns. According to the latest figures, having your staff involved in social media should be the priority of your marketing department (from Entrepreneur.com).

  • When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
  • Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
  • On average, employees have 10 times more followers than their company’s social media accounts.
  • Content shared by employees receives 8 times more engagement than content shared by brand channels.

How to tap into this opportunity?

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Tips for Administrators: Drafting a Social Media Policy

Social media is a free way to tap into your staff’s network and leverage their reputation in order to promote your institution

Institutions should encourage their staff to become their brand ambassadors through Social Media (Why Encourage Your Staff To Have A Personal Brand). It is a free way to tap into their network and leverage their reputation in order to promote your institution. According to the latest figures, having your staff involved in social media should be the priority of your marketing department (from Entrepreneur.com).

  • When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
  • Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
  • On average, employees have 10 times more followers than their company’s social media accounts.
  • Content shared by employees receives 8 times more engagement than content shared by brand channels.

However, one of the downside of having your staff being active on social media is that they could potentially damage your institution’s reputation through problematic posts. Although this cannot be minimized, institutions should not micromanage how staff brand themselves and put barriers on their social media activities.

A social media policy outlines how employees should conduct themselves online. It safeguards your institution’s reputation while also encouraging employees to responsibly share the company’s message.

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Tips for Administrators: Broadcast Weekly Live Stream Shows

All you need is a reliable internet connection, a remote lapel microphone and a smartphone.

The advantages of live streaming

Live streaming is a new marketing tool that allows institutions to publish videos of live events. Even universities, like Harvard, now schedule regular live streaming sessions.  It is becoming so popular because it is inexpensive. Unlike a highly crafted video, high production values are not expected for live events, making it possible to stream with a minimal investment.

All you need is a reliable internet connection, a remote lapel microphone and a smartphone. We recommend smartphones over professional cameras because, with a phone app, all you need is to push a button to go live.

Another advantage of regularly streaming is to build a community. Your website will be a place where alumni, students and prospective students congregate and interact with each other on a regular basis.

What to broadcast

To attract a large audience, we suggest copying Harvard University’s model and have a page dedicated to live stream. On that page, post a schedule of future events. They can include:

  • Announcements: Broadcast press conferences announcing major donations or lectures from professors who have recently won a prestigious award.
  • Art: Art programs are traditionally underfunded. Raise their visibility among the donor community by broadcasting concerts or plays.

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Tips for Administrators: The Advantage of Regular Twitter Chats

What is Twitter chat

A Twitter chat happens when a group of users meet at a pre-determined time to discuss a topic, using the designated hashtag (#) in each tweet. The chat starts when the host posts a question to prompt responses from participants.

It is an effective way to build a community around your institution. Your regular Twitter chats will be a place where alumni, students and prospective students congregate and interact with each other on a regular basis.

How to host a Twitter chat

Hosting a Twitter chat involves more than coming up with a clever hashtag. There is a great deal of planning that goes into successful Twitter chats:

  • Hashtag: Make it short and easy to relate back to your institution. Google the hashtag to make sure that it is unique and search for its meaning on urban dictionary to make sure that it is proper. It is important to have a good hashtag because you will use the same one for all your Twitter chats.
  • Schedule: It is essential to schedule your chat ahead of time. When picking a day, consider where your audience is located and when they are most likely to be online; it is perfectly fine to query them if you are not sure. To avoid any confusion, in the invitation include your time zone (i.e. 12PM EST).

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