Savanna Hoffman
Social media is an integral part of everyday life for Gen Z, and universities are increasingly recognising its importance as a marketing and communication tool. With students spending almost 4.5 hours a day on social media, it is a powerful resource for universities to connect with their students, build their brand, and foster a sense of community. This paragraph will explore effective strategies for universities to engage students on social media, including content ideas, platform selection, and the benefits of a strong online presence.
What You'll Learn
Create video content
Creating video content is an effective way to engage students on social media. Here are some tips for universities to consider when creating video content:
Choose the Right Platforms
When creating video content, it is important to select the appropriate social media platforms that are widely used by students. These may include TikTok, Instagram, YouTube, Facebook, Twitter, LinkedIn, Snapchat, and Pinterest. By leveraging popular platforms, universities can increase the visibility of their content and reach a wider student audience.
Short-Form Videos
Students often prefer short and concise videos that deliver information in a concise manner. Short-form videos, such as Instagram Reels or TikTok videos, are highly popular among students. These platforms offer an authentic glimpse into campus life, accommodation, and social activities, providing a more engaging and entertaining experience than scrolling through a website.
Live Videos
Live videos on social media platforms like Instagram and Facebook can be a powerful tool for student engagement. Live videos create a sense of urgency and encourage students to tune in and interact in real time. For example, student leaders at Wake Forest University go live on Instagram to share information and answer their peers' questions. Live videos also allow for two-way communication, creating a more personal connection with the audience.
Student-Created Content
Featuring current students in video content can make it more relatable and engaging for the student community. Universities can encourage students to create videos where they share their experiences, offer campus tips, or interview their peers. This approach reflects the true student experience and adds a touch of authenticity to the content.
Campus Tours
Video content can be effectively used to showcase the university campus and give prospective students a virtual tour. This is especially beneficial for those who may not be able to visit the campus in person. Universities can create comprehensive YouTube videos that highlight different areas of the campus, such as dorms, academic buildings, and recreational spaces.
Academic Highlights
Video content can also be utilised to showcase the academic strengths of the university. Universities can create videos that feature research achievements, faculty expertise, and student successes. This not only promotes the academic offerings of the institution but also enhances its reputation within academic circles.
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Make social media fun
Making social media fun is an important part of engaging students on social media platforms. Here are some ways universities can achieve this:
Be Creative and Relatable
Universities can encourage students to create and share content, showcasing their experiences and activities on campus. This could be in the form of social media takeovers, where students take control of the university's social media accounts for a period of time, sharing their unique perspectives and stories. This approach adds authenticity to the content and makes it more relatable for other students.
Utilise Student Influencers
Universities can identify and collaborate with influential students on social media, known as "student influencers." These individuals have a large following and can promote the university's brand and culture effectively. Student influencers can share their experiences, providing prospective students with an insider's view of campus life.
Leverage Popular Platforms
It is essential to choose social media platforms that are widely used by students, such as TikTok, Instagram, Twitter, and Facebook. By leveraging these platforms, universities can ensure that their content reaches a wider student audience. These platforms offer various features like Instagram Reels and TikTok videos, which are extremely popular among students and provide an engaging way to showcase campus life.
Encourage Student Interaction
Universities can create opportunities for students to interact and engage with each other on social media. This can be achieved by ending posts with prompts such as "What do you think?" or asking questions about their experiences. Additionally, universities can establish Facebook Groups to facilitate discussions and create a sense of community among students.
Share Campus Events and Resources
Regularly promoting campus events, such as career fairs, housing fairs, student showcases, and concerts, is an effective way to keep students informed and engaged. Universities can also share valuable resources, such as information about free tutoring sessions or campus facilities, ensuring that students have access to important updates and opportunities.
Embrace Trends and Creativity
Staying trendy and creative is crucial for universities to connect with students. This can be achieved by incorporating popular trends, memes, or references into their social media content. For example, Seattle Pacific University's career centre created an office mascot, a Sasquatch named Hunter, which was featured on social media and became a fun element unique to their department.
By implementing these strategies, universities can make their social media presence fun and engaging for students, fostering a sense of community and enhancing their overall experience.
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Share campus resources
Sharing campus resources is a great way to engage students on social media. Here are some ideas to effectively do this:
Wellness Initiatives
Series such as 'Wellness Wednesday' can be used to promote on-campus facilities and services for students who may need them. For example, free tutoring sessions, mental health services, career counselling, and other support services. By dedicating specific days or themes to these resources, universities can ensure that students are aware of the support available to them and feel encouraged to seek help when needed.
Highlighting Diversity and Inclusion
Content around national days and heritage months can be used to spotlight underrepresented student groups on campus. This not only shows that diversity and inclusion are important to the institution but also helps students feel seen and valued. It can include sharing stories and experiences of students from diverse backgrounds, celebrating cultural events, and promoting initiatives that foster an inclusive campus environment.
Making Physical Spaces Shareable
Creating physical spaces on campus that encourage student engagement and interaction can be a great way to generate shareable content. For example, staff at Lander University created an 'Affirmation Station', where students could respond to a weekly question and share personal affirmations. Staff then posted pictures of students at the station, inspiring both physical and digital engagement. This approach encourages students to actively participate in on-campus activities while also creating engaging social media content.
Promoting Campus Facilities
Universities can showcase their campus facilities and resources through social media. This can include providing virtual tours of libraries, study spaces, gyms, cafeterias, and other amenities. By doing so, universities can highlight the benefits of attending their institution and create a sense of community for current and prospective students. It can also be helpful for students to know about these resources, especially if they are new to campus or are looking for specific services.
Regular Updates and Announcements
Sharing regular updates and announcements is crucial for keeping students informed and engaged. Universities can use social media to remind students about important dates, events, and resources. This includes information about free tutoring sessions, games and events schedules, construction updates, road closures, and the release of admission decisions. By making these announcements online, universities can increase interaction and engagement with their student body.
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Highlight holidays for minoritised groups
Highlighting holidays for minoritised groups is a great way for universities to engage with students on social media. Here are some ideas on how to do this effectively:
Choose the Right Holidays
Firstly, select the holidays that align with your university's values and target audience. For example, if your university has a significant population of students from a particular cultural background, consider highlighting their heritage months or religious holidays. You can also use social media to raise awareness about issues affecting minoritised groups, such as National Minority Mental Health Awareness Month or International Day for Biological Diversity.
Create Compelling Content
When creating content for these holidays, aim for authenticity and relatability. Share stories, experiences, and perspectives from members of the respective communities. For instance, during Hispanic Heritage Month, feature stories from Hispanic American students, staff, and alumni about their family history, culture, and heritage. You can also showcase student-led initiatives, clubs, or events that celebrate and promote diversity and inclusion.
Utilise Hashtags and Emojis
Hashtags are essential for social media engagement and discoverability. Create unique hashtags for the holidays you're highlighting and encourage students to use them. For example, "#UniNameNativityHeritage" or "#UniNameCelebrates". Emojis are also a great way to increase engagement and make your posts more festive and eye-catching.
Collaborate with Students and Influencers
Collaborating with students and influencers from minoritised groups can add authenticity and impact to your social media campaigns. For example, you can partner with student clubs or societies that represent specific communities and co-create content with them. Additionally, consider working with influencers or content creators from these communities to further amplify the celebration and reach a wider audience.
Host Events and Activities
Organising on-campus events and activities related to the highlighted holidays can create engaging content and foster a sense of community. For instance, during Pride Month, you can host a film screening with LGBTQ+ filmmakers, followed by a Q&A session. You can also collaborate with local businesses or organisations to cross-promote each other's events and initiatives, further expanding your reach and impact.
Be Consistent and Proactive
Consistency is key when it comes to social media engagement. Create a content calendar that includes a mix of organic posts and proactive campaigns. For example, if your university has a significant population of Chinese students, start planning your Chinese New Year campaign a few months in advance. This will allow you to develop a cohesive and impactful series of posts, ensuring smooth sailing during busy holiday times.
By implementing these strategies, your university can effectively highlight holidays for minoritised groups, creating an inclusive and engaging social media presence that resonates with students from diverse backgrounds.
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Establish Facebook Groups
Facebook Groups are an excellent tool for universities to increase student participation and foster a sense of community. Here are some ways universities can effectively establish and utilize Facebook Groups to engage students:
Create a Variety of Groups
Universities can create different types of groups to cater to various interests and needs. For example, Florida State University creates private groups for each new batch of incoming freshmen, providing a platform for them to connect, ask questions, and share resources before they even set foot on campus. These groups remain active even after the freshman year, allowing students to maintain those connections.
Additionally, universities can set up groups based on areas of study or specific demographics. For instance, there could be groups for "Women in STEM" or creative writing graduate students. These groups offer a more focused space for students to connect and support each other.
Encourage Clubs and Societies to Utilize Groups
In addition to academic-focused groups, universities should also encourage their clubs and societies to establish their own Facebook Groups. For example, the acapella group, the campus newspaper team, and sports teams might benefit from having a semi-private space to communicate and engage with their members. This helps create a sense of community within these organizations and keeps everyone involved and informed.
Foster an Inclusive Environment
An essential aspect of student life is ensuring that all individuals feel included and valued. Facebook Groups can play a pivotal role in achieving this goal by providing a platform for students to connect and support each other. Universities should actively promote these groups and encourage students to join and participate.
Moderate and Monitor Groups Regularly
While Facebook Groups can be a powerful tool for engagement, it is crucial to moderate and monitor them daily. Universities should ensure that hate speech, misinformation, or any form of harmful content is not tolerated and promptly addressed. Active moderation helps maintain a safe and positive environment within the groups, fostering healthy discussions and connections.
Utilize Groups for Resource Sharing and Updates
Facebook Groups can serve as a central hub for sharing valuable resources and updates with students. Universities can post about free tutoring sessions, upcoming events, safety guidelines, new restrictions, and any other relevant information that students need to know. This keeps students informed and engaged with the university's activities and services.
Encourage Student Interaction and Feedback
Facebook Groups provide an excellent platform for universities to create opportunities for two-way communication with their students. By encouraging students to ask questions, share their opinions, and provide feedback, universities can enhance student engagement and create a sense of community. Universities can also use these groups to gather insights and ideas directly from their students, fostering a collaborative environment.
In conclusion, Facebook Groups offer universities a powerful tool to increase student engagement, foster a sense of community, and provide valuable resources and updates. By creating a variety of groups, encouraging club participation, promoting inclusion, actively moderating, and utilizing the groups for resource sharing and student interaction, universities can effectively establish a vibrant and beneficial online community for their students.
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Frequently asked questions
Universities should ensure their content is relatable to students by including students in the content they produce. This could include featuring student stories, introducing key members of the university community, and conducting social media takeovers by students.
Universities should post content that increases brand awareness, such as by creating a unique hashtag for their university, sharing student stories, and promoting campus events. They can also create opportunities for students to ask questions and provide feedback via social media.
By sharing engaging content on social media, including campus tours, student testimonials, and academic highlights, universities can showcase their unique offerings and attract potential applicants. Social media also enables targeted advertising, allowing universities to reach specific demographics.
Social media provides a direct channel of communication between universities and their current students, allowing them to share important updates, events, and resources. It also enables students to connect with each other, fostering a sense of community and enabling peer-to-peer support.
Social media allows universities to improve student recruitment, enhance current student engagement, communicate their brand values and promise, improve their university ranking, and tell their stories by highlighting student success, research breakthroughs, and unique campus experiences.
