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Social Media

University Channels

IMC manages and promotes the following official Pepperdine channels:

Social Media Committee

The Social Media Committee is a sub-committee of the Integrated Marketing Group that:

  • Supports the University community in using social media to further the Pepperdine mission and advance its strategic plan.
  • Contributes to the recommendation of social media policy and guidelines for the University.
  • Contributes to research related conversation and new advances in social media tools and mediums.
  • Serves as a place to share ideas for school/department specific campaigns and initiatives.

The committee, which meets monthly includes content creators from across the University including the five schools, athletics, alumni affairs and human resources:

 

Alumni Affairs:                  TBA

Athletics:                           Roger Horne

Graziadio School:             Melissa Mikolajczak, Jackie Weissman

GSEP:                               Leslie Owen

IMC:                                  Noelle Seybert

School of Law:                  Thomas Inkel

School of Public Policy:    Christina Ramirez

Seaver College:                Taylor Beckett

 

To learn more about the Social Media Committee, please contact the social media committee member from your area/school or committee chair Noelle Seybert.

What is the purpose of social media at Pepperdine University?

At Pepperdine University, we commit to the following five strategic goals:

  • Advancing learning, knowledge, and scholarship
  • Developing resources
  • Building community
  • Respecting diversity and promoting global understanding
  • Honoring God and heritage

We believe the strategic plan of Pepperdine University, including our commitment to those five themes specifically can be strengthened through social media internally and externally through the following goals:

  • Increase recruitment for Pepperdine University's undergraduate and graduate schools
  • Strengthen Pepperdine University's national reputation
  • Increase engagement among target audiences such as prospective students, current students, faculty/staff, parents, alumni and donors
  • Establish affinity through similar qualities, ideas, or interest with target audiences
  • Strengthen, promote and support fundraising efforts for Pepperdine University

A combination of increased internet access, social networking and mobile technology have provided immense opportunities for engagement with people all across the world. The following statistics illustrate the importance and opportunity there is to engage with individuals of all ages, across many platforms, in many geographical locations:

  • 6 out of every 7 people in the world have internet access
  • 72% of all internet users are now active on social media
  • 4.2 billion people use mobile device to access social media sites
  • 60% consumers say the integration of social media makes them more likely to share product and services
  • 1.15 billion Facebook users
  • 189 million of these Facebook users are 'mobile only'
  • 560 million + twitter users
  • 500 million + google plus users
  • 240 million + LinkedIN users
  • 150 million + Instagram users
  • 70 million + pinterest users
  • YouTube Reaches more U.S. adults aged 18-34 than any cable network

Universities and colleges have a unique opportunity and responsibility to engage with their target audiences on the internet, through social networking and on mobile, with a large number of millennials growing up in this digital era. Relating specifically to these target audiences, research has found:

  • More than 95% of millennials are on social media
  • 78% of prospects have regular access to a mobile device; 80 percent of those devices are - a smartphone, tablet or iPod Touch.
  • 43% of students reported using their mobile devices for all of their web browsing.
  • 70% of prospects feel that a university's online presence (web, mobile, email, social) impact their perception of an institution.
  • 70 % of teens report that social media is moderately to extremely influential in their research about colleges.
  • 73% indicated interest in downloading a university's mobile app
  • ⅔ of students say that social media conversation influences their decision to enroll
  • 31% of students search hashtags related to their college search
  • 72% of students will like or follow a potential college on social media

What target audiences can be reached and engaged via social media to accomplish Pepperdine's main goals?

Prospective students, current students, faculty/staff, alumni, parents of students and donors.

  • 18-29 year olds have an 89% usage
  • The 30-49 bracket sits at 72%
  • 60 percent of 50 to 60 year olds are active on social media
  • In the 65 plus bracket, 43% are using social media

Facebook

  • 86% of internet users ages 18-29 use Facebook
  • The fastest growing demographic is 45-54 year olds, growing 46% since 2012.
  • 65% of users are 30+ years old

Twitter

  • 27% of internet users ages 18-29 use Twitter
  • The fastest growing demographic is the 55-64 year olds, growing 79% since 2012.
  • 55% of users are 30+ years old

LinkedIN

  • 80% of users are 30+ years old

Pinterest

  • 19% of internet users ages 18-29 use Pinterest
  • 65% of users are 30+ years old

Google Plus

  • The highest percentage of users fall between the ages of 25-34, 35% of all users.
  • The fastest growing demographic is 45-54 year olds, growing 56% since 2012.
  • 63% of users are male

Instagram

  • 90% of the 150m users on Instagram are under the age of 35

What does Pepperdine University's social media management look like?

Main Pepperdine University accounts are managed by the university's social media manager who is a part of the Integrated Marketing Communications team. All other official Pepperdine accounts are managed and monitored by official representatives across the various schools, departments and campus organizations. Social media representatives from the university's five schools, athletics, alumni affairs and human resources participate in Pepperdine's social media committee that meets monthly.

What type of content will I find on Pepperdine's social media accounts?

Content found on the Pepperdine social media accounts includes but is not limited to: University news and events, community events, thoughts related to higher education, engagement opportunities, etc.

General Hashtags

#Pepperdine
#Malibu

Athletics Hashtags

#AyoWaves
#RollWaves

Seaver College Hashtags

#PictureYourselfHere
#Pepperdine2018

Alumni Hashtags

#PepperdineStories

Event Hashtags

Pepperdine Bible Lectures #PBL2015
Pepperdine Associates Dinner #PADinner2015
President Benton Senior Gift #PepperdineHome

Pepperdine University, our five schools, athletics and alumni affairs are active on the following social networks:

  • Facebook
  • Twitter
  • Google Plus
  • LinkedIN
  • Instagram
  • YouTube
  • LiveStream
  • Pinterest

How does Pepperdine evaluate success on social media?

Pepperdine is currently evaluating an enterprise dashboard solution to be implemented by the end of 2014. This tool will greatly impact how success is evaluated on social media.

 

Sources: JeffBullas.com 2014, Spiral16 2013, Fast Company 2013, Business Insider 2013, SocialNomics 2013, mStoner 2014, Social Media Today 2013, Media Bistro 2014.