THE DEPARTMENT OF ENGLISH

SOCIAL MEDIA RECRUITMENT

Social Media Campaign

James Reynolds
ENG Literacy and Rhetoric The University of Oklahoma April 25th, 2017
Contents
Social Media Campaign .................................................................................................................. 2
Executive Summary..................................................................................................................... 2
Facebook Profile Review ......................................................................................................... 2
Student User ProfileAnalysis ............................................................................................... 3
Competitive analysis ................................................................................................................... 4
Account Dynamics....................................................................................................................... 4
Technical Description .................................................................................................................. 5
Content Plan ............................................................................................................................... 5
ROI ............................................................................................................................................... 6
General Rules .............................................................................................................................. 6
Campaigns ................................................................................................................................. 7
EnglishSeven............................................................................................................................ 7
PoetFav @OU .......................................................................................................................... 7
Appendices ................................................................................................................................. 9
Social Media Campaign

Executive Summary
Recruiting for English majors will help improve The Department of English growth
possibilities
This new platform of social media has an objective to meet the demands of a changing
community of those preparing for studies in English literature and writing, by short and long-
term interests. I will plan to connect with frequent users who are savvy bloggers, attracted to
blog contests leading to creating an easier recruitment campaign for OUs English department.
Daily short blurbs will be used with turn-key hashtag messages via Twitter to produce long term
analytics across a growing eighteen and over teen and young adult social market. Looking
outside OUs traditional following on Facebook, there are incoming teens and high school
students that are expanding the social media market by being need-based communities seeking
educational experiences online to prepare them for college. My two campaigns consist of
targeting teen-communities in the recruitment process at The University of Oklahoma via social
media platforms, Twitter and Facebook. The count-down (list-campaign), and a Facebook
Recital Prize-giveaway (contest), are two vital campaign projects to prioritize high school
graduate students as key communities of users who several colleges leave out of their admissions
and outreach that are growing online to bridge gaps of college recruitment and education
achievement.

Facebook Profile Review

OUEnglish Department
OUs social media profile establishes a highly intellectual faculty and staff presence that seems
to isolate its image to reflect the Universitys teaching community. OUs English department has
a need to provoke creativity and through via historical critical theme events and discussions and
how it concerns contemporary issues today such as hunger and economic careers in service of
the humanities. Its user analytics consist of three-hundred and forty-six likes with a less-than
one-percent increase of new likes. OUs English department site has a past year gap increasing
from its last posting being made in November 2016. As I mentioned about its faculty
predominate newsfeed, its recent post was regarding the retirement of English research professor
Vincent Leitch. OUs English site could benefit immensely from a primary focus on freshmen
orientations and recruitment promotions that focus on teen-driven creative programs via
educational news streams and blog networks that engage in a consistent content plan online. OU
English department attracts users who are often seeking updates on social matters on campus
which reflect matters regarding race and sex. Although these create important discussions such
as racial protests on campus, they often reduce the ability to promote the English department
profile by being considered a racial environment.
Student User ProfileAnalysis

By way of statistics of U.S. News rankings one can estimate the

amount of teen and college freshman users capable of participating
in a state and local-wide social media campaign. Teen population
in one small area of Oklahoma share characteristics involving
English proficiency, Facebook presence, distinct minority presence
and college readiness. Considering my campaign dedicated
towards freshman at OU and entering freshman, these facts User Analytics a
concerning English proficiency scores from past High School
testing are vital to measure participation for my campaign for The STUDENT STATISTICS
University of Oklahoma. The high percentage of 80% proficiency
shows a broad range of talent that will provide a higher success English Proficiency
rate in enrollment at OUs English program and social media 80%
advocacy. In Minority Enrollment
67%
Student Statistics (Midwest) addition, Facebook users 84%
85
College College readiness 14%
100 80 67 readiness at
50 15 a 14% rate
0 displays a need to be met for incoming
English Minority College Facebook freshman studying English. This rate
Proficiency Enrollment Readiness User's exemplifies the necessity to target this
Student statistics (by percentage) particular audience from rural areas with a
special need to use social media for
educational development. By targeting a college-prep campaign involving these facebook users
who are frequently on Facebook, there is a 84% reach on impressions through hashtag and blog
network marketing to those who are needing exposure to educational opportunities through the
University of Oklahoma. Targeting key users from this community allows a fun engagement for
students to evolve within the Universitys academic environment. Time-sensitive news streams
and a growing network of bloggers who are building careers in English literature produce real
network analytics such as frequent shares, likes, and conversational capital which evolves
into real-life education experiences with committed users online.
Competitive analysis

Community social networking on several colleges web profiles on twitter share similar
competitive goalssuch as University of Kansas State. Their department site markets the
English events by way of Twitter posting daily with nearly five-hundred followers. The
engagements within the community use distinct one-time statements reflected in the tweet
blurbs which market key ideas of the event, which if one were to view it, such as the April 4th
review of Stephanies Markers of difference for Kansas State Universitys English department.
The insights meant to be relayed in the English departments website uses assets such as photos
and images of real people in the community to build a relationship with its viewers.
Heidelberg University uses real people and scenes of live events. Branding language in their
twitter feed includes Full house to
signify real numbers in appearances at
their place of events, and club
OUR THANKS TO STEPHANIE meetings that also signify an already
KERSCHBAUM FOR HER INSIGHTS subscribed list of followers where if
you havent attended, there is time but
ON TUTORING, TEACHING, limited space opportunities.
AND "MARKERS OF DIFFERENCE." Heidelberg also has a unique hashtag
@KSTATEWRITING username title HU_English with over a
Twitter_ English Department University of Kansas thousand tweets from English students
who also hold additional majors and
expertise in separate fields of
knowledge. One post within the hour on a particular April
date, quotes a seniors lecture who is establishing a double-
major in environmental science saying, a full house for
senior English/Environmental Science major, Sarah Miller.
Involving this level of communication, often leaves out
beginner students within a smaller environment with
simpler ideals in studying English literature such as
promoting literacy or the ability to research classical
literature. Focusing on single-major subject matter events online could form more of a direct
relationship with users interested in singular topics in the English field as oppose to broad
scientific topics.

Account Dynamics
Secured Private Network
Producing both Facebook and twitter accounts will have key components dedicated to a plural
interactive message. This will reflect the rule of thirds; one-third for branding topics. One-third
for interacting with users, and the last third for informative purposes. My profiles will consist
of real visual media capability, meaning photo images of real people and moments of real life
action are able to be uploading, producing assets that obtain interests in being a part of a shared
media community. By using words that create a in-the-moment response, the character of my
account site will reflect real-time feedback and will also be available to interact in a super-
dialogue amongst users.

Technical Description
Primary Profile
Facebook and Twitter are both multimedia social network streams with instant post capabilities.
Real-line postings, or scheduled postings can be utilized to relay important messages within a
broad stream network. As a user dedicated to a group of eighteen and over followers there will
be a multi-user account profile with administrated functions which will operate aspects of news-
stream and media in a rule-of-thirds basis. Primary information such as name, location, and
contacts are formally posted with a one-sentence mission statement section. Profile identity is
important to establish web presence, such as matching URL, Hashtag name, color scheme, etc. In
addition, visual media is important. Images of users and events can easily be posted in head
banners to alert or make debut impressions on old and new viewers. This is also important for
smaller blurg sites where input is limited to 60-150 words. A banner impression will establish
brand identity which further creates emphasis on tweet and blog content once content is collected
in each platform.

Content Plan
Rule-of-thirds
In developing an administrator group, content will be disseminated appropriately by the rule-of-
thirds by parties between public and post-secondary schools. The first third being branding
statements via hashtag and posting links. These posts are purposely used to spread awareness on
developing campaigns of recruitment or special event prize giveaways relative to the goals of
the department. The second third will be blog content managed by a host dedicated to creating
discussions regarding awareness raising topics to educate users on the goals of the department
and the recruitment promotions. Blogging leads to further interaction and sharing as described by
independent designer of HANES social media blog, Amy Gelfand. The micro dialogue of
conversation via blog forums develops greater super-charged dialogue branded for future
campaign initiatives. Lastly, a third of our content plan will be used for informative promotional
use. Which through branded language will produce a planned return on impressions, likes, and
shares to lead to greater follow-ship and attendance to final events through marketing via social
media. The ethics of this approach is a reliance on the responsibility towards the honest needs of
the young audience who often seek social dialogue with the media community most proximal to
their ideals and future plans. This humility approach as used in HANES campaign to connect
with family-oriented and youth audiences allows the acceptance of inclusive viewers who
normally would be marginalized or considered uneducated as minority populations. By having
multiple platforms stimulating blog, blurb, and promotional readership all users will have a
place in the following preventing idle readers from losing their place in the campaign. Prize-
giveaways and alternative meeting spaces makes the profiles accessible and interactive during
important recruitment dates.
ROI
Social Media Campaign
Considering that this is a free campaign, the key performance indicators rely on hits, followers of
real people, and key feedback statements from the youth evolving around literature and writing.
1. Key hits would be defined as frequent online readers and bloggers enthused around
branding of social media recruitment topics and serve as suitable audiences for teen
reading and writing
2. Key followers would be defined as any real person with serious inquiries about teen
recruitment for The University of Oklahomas English Department who arent considered
competitors
3. Key feedback would be statements by, or from the student community of high school
senior graduates or entering freshmen participating in the recruitment campaign advised
by administrators from the English department

OUs English department as a stakeholder does not rely on monetary returns, but an endowment
of investment returns.
1. Making a certain amount of posts per day
2. Constant correspondence between students and monitors
3. Keeping donators responsive through inspiring young followers who demonstrate
progress during their beginning freshman year at the University of Oklahomas English
Department

General Rules
Rule-of-Thumb
As a rule-of-thumb, examining past results via analytics of new, or young users must not be an
act of exploiting others information, but a way to integrate new leads and user behavior towards
the best possibilities. This campaign must have managers with the sensibilities of parents,
school administrators, and students to provide the right measurement for the campaign.
Upon setting up a profile via Twitter, this site has access to personal information used for
users to find themselves amongst the millions of users online, with this comes the
integrity of gaining trust from a new list of followers.
Similar to Twitter, Facebook also has shared information policies reflecting integrity for
those who integrate with their platform for mass following campaigns.
In addition to this, Facebook also as minor and safety procedures for campaigns such as
this, which require a parental overseer, and restricts adults from being connected to a
minors profile.
o Using OUs English Department as a neutral meeting space with reputable staff
and safe learning environment would prevent outside distractions as a general
rule.
Campaigns

EnglishSeven
A countdown to recruit
Abbreviated under hashtag EnglishSeven, this twitter campaign is a teen-recruitment promotion
through targeting high-school students preparing for a degree in English and entering freshman.
Over the course of a week, the monitor will list seven reasons as to why its beneficial to read
in the form of a traditional list-post. A daily countdown in definition is the act of counting
backwards to zero. Educational, or thought-provoking daily quotes about literacy and why
reading is important is a similar enrichment strategy as online organizations such The The
Literacy Project1 which operates a non-profit in the 949 area code dedicated to supporting
literacy enrichment for students who struggle. Hosting a vital viral message campaign support
teens under recruitment by an intelligent faculty operating on ethical standards and philosophies
which reflect the daily quotes inspired in each post.
Operating as a campaign throughout rural areas of Oklahoma provides younger audiences via
parent participation will promote early college-readiness.
These countdown reasons are meant to add value towards any interests in the English field and
studying at the Universities English College. This
informative promotion will post within its feed
one reason why its beneficial to read drawing
1. READING IS THE ACCESS TO ALL nearer to a one-week countdown, informative
THAT A PERSON HAS TO LEARN towards their preparation for a college English
2. READING IS POWER degree, and also a meet and greet at the end of the
3. . week with college recruiters of the English
department. In Florida State Universitys2
research on literacy campaign, they write a
Twitter_ Example @EnglishSeven
manual to for School administrators regarding
comprehension strategies and in a brief list of
facts one states that literacy builds, knowledge and skill in using reading strategies that improve
understanding or repair it when it breaks down.

PoetFav @OU
Facebook English Poet Recital Prize-giveaway
This campaign will consist of a social media prize-giveaway for teens and high school students
who can recite their favorite English poet across literature topics. This will be hosted on a
monitored blog accommodated by Facebook where a collection of poets will be listed with
favorite recitals by their high-school counter-parts. Facebook provides a page invite feature
allowing multiple profile users to perform as administrators around a group project. Through
using a content plan task-oriented around school administrator approval, any mass survey of
followers within the public school community will be monitored in a mass short-term activity

1 The Literacy Project provides great examples on how social media can provide outlets for short-term campaigns
geared towards youth entering the educational setting. http://literacyprojectfoundation.org/
2 Florida State University: Literacy Research Department www.fcrr.org/Interventions/pdf/Principals%20Guide-
Secondary.pdf
centered around teen-recruitment. Focusing on specific English poets, followers must be
abreast of classical literature and have a good relationship with their teachers under topics of
creative writing and literature. College national rankings3 for a local high school in Oklahoma
such as Midwest City High School, a public school I graduated from, has a English proficiency
of 80%, but has an un-ranked national average of 14% in college readiness. Over half are
economically disadvantaged with little recruitment accessibility to attend college. However, I
believe they are just like me, who have been inspired by poets such as Langston Hughes, and
Ralph Ellison that deserve a social forum to share their ideals at learning about the people who
inspire them. This English prize-giveaway will explore their favorite diverse monologues of their
favorite poets and allow a few of the particular users who share standout monologues a free
gift-card to their shopping center for their first semester of college writing at The University of
Oklahoma.

3U.S. News ranks Midwest City via local statistics recently made 2013-14.
https://www.usnews.com/education/best-high-schools/oklahoma/districts/midwest-city-del-city/midwest-city-
high-school-147587/student-body
Appendice

1. Florida State University: Literacy Research Department

www.fcrr.org/Interventions/pdf/Principals%20Guide-Secondary.pdf

2. Building Social Media Relationships: HANES campaign

http://austinama.org/2009/08/hanes-building-real-relationships-in-social-media/

3. BET #breakthewalls Social media campaign on Twitter

https://theundefeated.com/features/sheamoistures-campaign-lit-up-social-media-

during-the-bet-awards/

4. U.S. News Public School National Rankings

https://www.usnews.com/education/best-high-schools/oklahoma/districts/midwest-

city-del-city/midwest-city-high-school-147587/student-body

5. The Literacy Project provides great examples on how social media can provide outlets

for short-term campaigns geared towards youth entering the educational setting.

http://literacyprojectfoundation.org/

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