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Zap the Gap: Managing the problem of Developing and Implementing a Social Media Presence for Edmonds Community Colleges Computers, Electronics and Networks Department

By Danielle Latimer
November 29, 2012

Executive Summary This proposal was written to answer how Edmonds Community Colleges CEN departments problem of increasing student engagement and enrollment through a social media presence, especially on Facebook and Twitter. This proposal covers research on the problem, identifies two causes and offers two solutions for one of the causes. To supplement our analysis and rationale, outside sources were cited The initial research was performed to examine different managers problems and identify any similar trends that occurred between them. After that, one problem was selected for further investigation. The second part of the proposal outlines the current problem and analyzes two causes. Metrics were established to measure current position and performance, which can be used as a benchmark after suggestions in this proposal are implemented. Once cause was selected for additional analyses and two solutions were developed and analyzed for effectiveness. This research is included. The proposed solution offers what is the best suggestion to solve the problem, based upon research and analysis. One solution proved to out-perform the other, and seemed to better address the problem of developing a social media presence to reach the target audience (prospective students).

No Social Media Presence

Edmonds Community College serves more than 12,000 students outside of Lynnwood, Washington. The colleges Computers, Electronics and Networks department offers multiple degrees and programs in specified vocational areas. The program has proven to be successful for alums, whove gone on to work for places like Boeing, Comcast, and Electroimpact. Their program has seen steady enrollment at just over 50% in each class on average, however, pressure has been growing from the college administration to increase enrollment in their degree programs and classes. Due to the economic downturn, Edmonds Community College, as well as all Washington State colleges and universities, had face intense budget cuts. This has included entire departments being axed. The CEN department has needed to cancel classes as a result of under-enrollment in the past, and could face being cut entirely. The CEN department needs to increase student awareness and enrollment in a cost-effective manner, and to do that, one strategy is to create a social media presence on Facebook and Twitter. Currently, the CEN department has no social media presence and relies on physical mailings to recruit students. Physical mailings are proving to be ineffective, and with social media being used by nearly 100 percent of adults 18 35, it not only seems advantageous, but necessary to create a social media presence.

GOALS
Present Position Performance Statements

1. CEN department does not have a Facebook or Twitter account. There is no social media presence. 2. Promotions are sent as physical mail and arent reaching prospective students who go online seeking information. Theyre also sent through the marketing division, and the CEN department has little control over when they go out. 3. Class enrollment varies, but for most it hovers just above 50%. 4. Graduation rates average around 70% for the two-year program.
Goal Position Performance Statements

1. Establish and consistently update a Facebook and Twitter specifically for EdCCs CEN department that will raise awareness and engage prospective students. 2. Reach prospective students via social media and encourage them to enroll in classes and degree programs. 3. Class enrollment rates will increase to 75% after first six months. 4. Increase graduation rate from 70% to 75% initially, and hopefully raise it more after both social media pages have been active for an entire academic year.
Metrics Ways performance measures and progress tracked

Metrics
Class Enrollment

Current measure
While it varies by class, 50% enrollment is required for classes to run for the academic quarter; some classes are cancelled and no class is at 100% enrollment. For the 2012 academic year, 45 students are currently enrolled in a CEN degree or program. (One and two year students)

Goal/Desired measure

Degree/Program Enrollment

User Engagement on Facebook/Twitter Degree/Program Graduation Rates

Increase enrollment past 50% in all classes so no class is cancelled, eventually working towards 100% enrollment. After the first six months, 75% enrollment is desired. Six months after implementation, a tentative goal is to see 50 students enrolled, with 60 students enrolled at the beginning of the next academic year. The CEN department doesnt As a benchmark, a goal of 150 have a Facebook or Twitter page. Facebook likes and 75 followers will be set for 6 months after both pages launch. Currently, the degree program This will have to be examined at the completion rate is roughly end of every spring quarter, but around 70%. While this is initially, the CEN department would decent, it can be better. like to raise the degree program completion rate by 5%.

Gap Analysis
1. Social media is free to use. Developing a social media presence wont require a huge monetary investment in getting started and if it isnt deemed successful in improving enrollment levels, social media accounts can be deleted with ease if needed. 2. Social media as a method of promotion is far cheaper than physical mailings, which could save thousands in promotional costs. Facebook boasts more than one billion users and Twitter has more than 500 million. In addition, recent statistics say 96% of adults 18-35 are on social media. There is a huge audience here that hasnt been accessed. 3. Prospective students are seeking out information online, and social media is arguably the best method of providing information and engaging prospective students. 4. The CEN department consistently places alums in good jobs, and demand for graduates is adequate. Promoting these opportunities to prospective students via social media isnt just good for the CEN department, but for the local economy. Alums have gone on to work for Boeing, Electroimpact and Comcast. Boundaries Limits to the actions you can take to solve this problem 1. Social Media can be time consuming, once the Facebook and Twitter pages are created, its up to EdCCs CEN department to keep both pages consistently updated. 2. This proposal cant aid the CEN department in dealing with any red tape within the college administration, if there is any. In addition, there may be restrictions set by Edmonds Community Colleges administration that limit the content that can be posted.

3. Our recommendations cant force people of Facebook and Twitter to like or follow EdCCs CEN department on social media, we can only suggest tactics and strategy to encourage people to like or follow either page. 4. Gaining likes on Facebook and followers on Twitter wont immediately translate to student enrollment. It will take additional college resources as well as the prospective students initiative to enroll in a CEN degree program.

Causes
Cause #1: Lack of Knowledge Social media has a learning curve, and currently there arent any faculty members available or willing to devote time to learning how to effectively use Facebook and Twitter for business when they could spend time working on their classes and curriculum. This makes the concept of creating a social media presence daunting. Cause #2: Lack of Manpower Due to Washington State budget cuts to higher education combined with retiring employees, the CEN Department is comprised of two full-time faculty members and two part-time faculty members, each with increasing workloads that had been spread across more employees in the past, leaving less time available for a new venture, especially one that would likely need an extra few hours of work at the beginning of the process. For this proposal, two solutions will be offered specifically addressing Cause #1: Lack of Knowledge.

Solutions Solution #1: Seek Assistance in Social Media Development through Loyolas Shawn M. Donnelley Center for Nonprofit Communications The Donnelley Center for Nonprofit Communications at Loyola University is a student-run public relations agency whose mission is to help nonprofits achieve success through communication. The students working in the center are fluent in social media and are ready and willing to help develop and social media plan for implementation as well as a social media policy to ensure consistency in the content thats posted. This could be a solution because CEN Department Head Kay Latimer is willing to utilize the resources of the Donnelley Center in order to develop the CEN departments social media presence. Solution #2: Hire a Work-Study Student EdCCs CEN department does have the opportunity to hire a work-study student to work on their social media. Federal regulations state that work-study students work 10 hours per week at $7.25 an hour, with a maximum award limit for each academic quarter. Half of the wages paid are covered through government funding, and the other half are paid by the college. This could work, as the work-study job description can be written up requiring the employee to possess extensive social media experience, and updating a Facebook and Twitter account weekly can easily be completed in 10 hours. To be clear, a work-study students commitment to the job is far less than hiring a full-time employee for the CEN department.

Final Recommendation
We recommend that to solve this problem of developing and implementing a social media plan for EdCCs Computers, Electronics, and Networks Department you implement solution #1 and seek the assistance of the Shawn M. Donnelley Center for Nonprofit Communications at Loyola University. 1. In any new venture, there is risk. Utilizing free resources can mitigate this risk. In this case, the Donnelley Center can help set up both social media pages and coach the CEN department on how to effectively use them, all for free. The Cost/Benefit Analysis shows utilizing the Donnelley Center provides a 252% ROI versus hiring a work-study student, which produces a 125% ROI. 2. The Donnelley Center employs Loyola University students, who work under the supervision of a Loyola professor (currently Valerie Andrews). By giving them the opportunity to work with EdCCs CEN department, they are also benefitting by having the ability to apply what theyve learned in class to a real-life situation. This collaborative effort between two colleges across the country makes both schools look good and establishes a networking connection that each school may continue to use long after the CEN department has accomplished their goal. 3. Social media is an evolving entity, and already stretches beyond Facebook and Twitter. The Donnelley Center knows this, and is more than willing to help navigate additional social media sites if EdCCs CEN department wants to. In short, there isnt any limit on how much free assistance EdCCs CEN department can seek from the Donnelley Center. 4. Educating a CEN department employee on using social media is more effective in the long-term. While it may take additional time to learn how to use Facebook and Twitter, they will have those skills for as long as both websites exist. Theyll have the ability to complete updates themselves and have 100% control over the content posted, as opposed to hiring a work-study student to complete the task. CEN employees are also employed far longer than a work-study student would be. 5. This recommendation doesnt mean that hiring a work-study student is out of the question. Instead, once both social media outlets are launched and operating, it may be possible for the CEN department to hire a work-study student. The benefit in seeking out the assistance of the Donnelley Center before this, however, is that CEN department employees will have a better grasp on how to use social media, and in turn will not only be able to give the work study student some training, they can also better articulate what type of content they want posted to Facebook and Twitter, making their social media presence more strategic and more effective.