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Nicola and her team devised and implemented an innovative approach to social media to engage their student communities. West London Guru moved from a student recruitment tool to responding/reacting to enquiries from enrolling/current students as part of an online community.
The 'Guru' persona offers live conversation with students to solve their problems and provide helpful information. With management support from the Communications team, student ambassadors offer authentic, relevant advice and information as the Guru.
Despite limited resources to constantly monitor and respond to queries the number of fans/followers dramatically increased and the West London Guru has filled an information gap for students in a timely and accessible manner. The project won Best Social Media Strategy, Institute of Internal Communication Awards 2011.