Grow Your Program With Social

Jason Kaiser

Assistant marketing manager at Jostens
Jason has worked on a wide variety of print, digital and social initiatives bringing content to life through Yearbook Love, the Digital Classroom and more. A former yearbook adviser, Kaiser has worked with scholastic journalism for more than eight years.

The main goal of social media marketing is to elevate your yearbook’s brand, increase community engagement and sell more yearbooks.

Every year, Jostens surveys advisers asking them about their most effective marketing tactics. Over the last five years, the efficacy of digital strategies has increased—faster than all other marketing strategies. This past year, advisers listed email and social media as their top two strategies for selling yearbooks. To address this growing trend, Jostens provides yearbook advisers and staffs with content to help them create and maintain their social media presence.

While Jostens support materials help you dive in, it’s best to use them as your inspirational starting point. Social media followers want to see more personal content—related to them, their friends and their community. Customizing what you post increases engagement and broadens your digital reach.

Social media isn’t a fad. It’s a fundamental shift in the way we communicate.

Erik Qualman

Tip #1: Create a Style Guide

Whether you’re deep into the school year or just getting started, developing your brand is an important step to take. As you are developing your style guide for the yearbook, consider adding in some language regarding your online presence, covering tone of messaging, hashtags and image style/sizes.

Tip #2: Get a Social Media Manager

Accountability is key in yearbook, and it’s important to delegate the responsibility (just like you do with editorial work) to a staff member. They can take ownership of it and be the point-person for questions or concerns.

Tip #3: Have a Plan, Set Goals and Measure Successes

Setting goals is essential for an executable social media plan. They give you measurable, attainable targets that you can use to validate your efforts and keep your team accountable. Consider setting goals around building yearbook awareness, promoting yearbook sales and gathering content. Each of these can have “measurements of success.” Hint: this is a great grading opportunity!

Tip #4: Just Have Fun

Using Facebook, Instagram and other platforms to connect with your community and to increase yearbook sales is an admirable goal. Just remember this; it doesn’t have to be perfect year one (or year two). If you scaled up too quickly (to a point where it’s not manageable), feel free to take a step back. Continue to check the pulse on where your students are at to add to or subtract from your social media tool belt.