SOCIAL MEDIA

SECTION 3

MASTERING AYA SOCIAL MEDIA

Social media has the unique ability to blend technology and social interaction. Leading platforms like Facebook, Instagram, and TikTok are constantly evolving. Local Coordinators can leverage social media for communication and marketing purposes, playing a vital role in curating and sharing impactful content from the field.

OUR SOCIAL MEDIA GOALS

Establishing an online presence and boosting the AYA brand.

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Connecting with potential host families.

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Providing information and fostering communication with our current students and host families.

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Cultivating positive word-of-mouth and retaining host families.

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Educating families and schools on the benefits of cultural exchange and how it aligns with the Department of Education’s global competency initiatives.

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Positioning AYA as a thought leader in hosting and cultural exchange.

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Advocating for the J-1 visa program and cultural exchange.

HOW CAN LOCAL COORDINATORS USE SOCIAL MEDIA?

Local Coordinators employ social media in diverse ways, tailoring their strategy, content, and approach to fit the platform, audience, and objective.

Communication

Utilize private social media groups to communicate with students and host families, employing platforms like Facebook and WhatsApp.

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Engage in one-on-one communication with individuals via direct messaging on social media platforms.

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(Note: While creating private groups and individual accounts for AYA use is acceptable, refrain from establishing public business pages on social media platforms.)

View the Social Media Toolkit

PRO TIP!

Save time and effort by leveraging existing resources! Local Coordinators interested in sharing AYA information on social media can utilize our official platforms, AYA’s blog: Just Add Culture and AYA’s eMarketing Toolkit. The content is vetted, the visuals are top-notch, and the topics are relevant. Share away!

View the Social Media Toolkit

Need more support?
Check out this social media training for more information!

Guidelines for Using Social Media to Market and Represent AYA

Create a Separate Page (not required, but strongly recommended): Establish a dedicated Facebook or Instagram page specifically for AYA representation. This separates personal and professional content, maintaining a clear and professional image for AYA.
Keep Content Professional: Ensure that all content posted on the AYA page is relevant to hosting and cultural exchange. Maintain a professional tone and demeanor in all interactions and posts.
Engaging Content: Share content that resonates with your audience, such as host family stories, cultural insights, and program highlights. Engage with followers by responding to comments and messages promptly.
Stay Neutral: Refrain from expressing personal political opinions or commenting on current events as an AYA representative. Keep the focus on hosting and cultural exchange topics. If you wish to share such views, do so on your personal page instead.
Regular Updates: Keep the page active with regular updates and posts to maintain audience engagement. Share relevant news, events, and program updates to keep followers informed and interested.
Adhere to AYA Branding Guidelines: Follow AYA’s branding guidelines when creating content for the page. Use official logos, colors, and imagery to maintain brand consistency and professionalism.

ENGAGEMENT

Encourage interaction with AYA’s social media accounts (refer to the chart below and follow AYA on your preferred platforms). Engaging with AYA content by liking, commenting, and sharing helps drive traffic to our national accounts and website.

Instagram
https://www.instagram.com/academicyearinamerica/

TikTok
https://www.tiktok.com/@academicyearinamerica

Facebook
https://www.facebook.com/AcademicYearInAmerica/

X
https://twitter.com/ayaexchange?lang=en

LinkedIn
https://www.linkedin.com/company/academic-year-in-america

YouTube
https://www.youtube.com/user/AYAExchangeStudents

PRO TIP!

Check out this short video on how to turn a Post into a Placement!

HELP US CURATE GREAT CULTURAL CONTENT

AYA frequently shares stories, photos, and videos from our host families and students, and we need YOUR help in collecting these impactful narratives. By encouraging and gathering these stories, you contribute to showcasing the benefits of the AYA program and acknowledging your cluster members.

CONTENT OUR TEAM LOVES!

Host family and student shared adventures (travel, sports, volunteering)
Students making a positive impact on their communities
Cultural exchange moments between host families and students
Students and host siblings cooking together
Family holidays and celebrations
Language learning experiences
Heartwarming student airport arrivals and departures
Reunions where host families and/or LCs meet former students
Testimonials from host parents and children
Anything heartwarming involving students and host families
Cluster events with your entire group
Achievements in school or extracurriculars
Milestone events (prom, homecoming, graduation, awards)
Volunteer service and cultural presentations

Fun Fact! You don’t need to be a social media guru to contribute. Keep an eye out for cultural exchange moments in your cluster.

WHAT TO DO WITH YOUR STORIES

Share your stories, photos, videos, quotes, and kudos anytime by emailing ayablog@aifs.org
If your photos or videos include anyone other than your student and/or host family, please be sure to include a media waiver so that we can post and share!
Post in AYA’s private Facebook Group! This is a great way to showcase your cluster, share what’s happening with other LCs and create a buzz around your students! AYA’s social media team will often share content and photos from this page to our main channels!
Sharing videos? For our team to share a video, you must email the original file to ayablog@aifs.org or your Regional Director. To ensure the integrity of our private group, videos cannot be downloaded or reshared from this page.

It’s that simple! After you share your content, our social media team will review and publish it on our social media channels throughout the year, which you can then share on your own.

Posting Tips: Nextdoor and LinkedIn

Nextdoor

How to Post Tutorial Videos:

Mobile Tutorial Video | Desktop Tutorial Video

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Sample post:

Hi! I live in the [city] area and am looking for local families who might be interested in hosting a high school exchange student. You can host for as little as 4-6 weeks or up to a full school year. It’s really fun to share your American culture while learning about a new culture at the same time! If interested, please get in touch with me by commenting below or requesting info here: [insert social sharing link]

You can also reach out to me via email or phone: [email], [phone]

Sample post:

🌍 Exciting Opportunity for Families in [Location]! 🌍

I’m so excited to share this unique opportunity for families in the [location] area! The organization I’m part of, @Academic Year in America, is actively seeking volunteers to open their hearts and homes to an international high school exchange student this fall. This is an amazing opportunity to volunteer, support American public diplomacy initiatives, and create lifelong friendships! Family can host for as little as 4-6 weeks, or as long as 10 months. If this piques your interest, don’t hesitate to get in touch with me — I’d love to chat! You can also request information here: [insert social sharing link]

ONLINE GROUPS TO ENGAGE WITH POTENTIAL HOST FAMILIES

Engaging with virtual groups is an effective way for Local Coordinators to connect with potential host families in their communities. These groups can include Facebook Groups, neighborhood platforms like Nextdoor, The Patch, Listservs, and other online forums where community members gather.

Here are some tips for maximizing your presence in online groups:

Request to join groups that align with your target audience.
Search locally for groups using terms like [town name] + parents, moms, schools,
By interest: [town, county, state name] + interests (i.e. soccer, horse-back riding, painting, gymnastics, etc.)
Cultural Focus: [town, county, state name] + German clubs, Francophiles, International Clubs, Brazilian groups, etc.)
Seek recommendations from current host families about active and relevant groups.
Explore parenting blogs, which can offer valuable opportunities for sharing information about the benefits of hosting to families and children
Check it: Assess group quality by checking for recent activity and a substantial membership base.

Engage with posts that align with our mission by offering helpful responses or indicating your availability through private messaging.
Share AYA information and events when appropriate, such as posts about hosting, information about becoming a welcome family, or a local cluster event, or a marketing booth you’ll be running.
Contribute positively to discussions on various topics beyond AYA, demonstrating your active involvement in the community.
Utilize connections within the group by enlisting the help of friends or host families to keep an eye out for potential leads in private groups.
Need inspiration for posts? Leverage AYA’s situational graphics, blog posts, and social media content as valuable resources for engaging with online communities.

Prioritize privacy by refraining from sharing any personally identifying information about students in your cluster or in need of placement.
Adhere to all federal and program regulations related to marketing and advertising.
Only share graphics without photos, names, and personal information in groups
Never appeal to public guilt by using pity or implying that students will not be placed if a family doesn’t step forward.
Abide by all group rules, which may vary in terms of permissible marketing activities. Familiarize yourself with the guidelines and adapt your approach accordingly.
Encourage interested parties to register to be vetted so that they can see more profiles and eventually view photos.

AYA BLOG: JUST ADD CULTURE

AYA hosts an official nationwide blog, Just Add Culture: Stories from Academic Year in America, where stories featuring our students, LCs and host families are showcased. Content submitted by Local Coordinators via the Facebook group or email may have the opportunity to be featured on our blog. Take a moment to explore the blog’s content, as it offers valuable insights to share with prospective host families.

Got content to share? Submit to AYAblog@aifs.org

Visit the Blog

IN SUMMARY

We’re seeking your host family stories!

When brainstorming potential topics for social media content, keep in mind that AYA’s social media platforms primarily target host families – both current and prospective.

KNOW THIS!

While stories about a student visiting the Grand Canyon are captivating, it would be more helpful to focus on activities like cooking together, celebrating milestones, or sharing traditions and holidays – anything that might inspire a potential host family to envision enriching experiences for their family, such as gaining a new son or daughter, providing a child with the opportunity to have an older (or younger) sibling, or exploring diverse cultural traditions.

Continue to Section 4:

Community Events/Service