Brock Uses Social Media to Build a Connected Campus
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Brock Uses Social Media to Build a Connected Campus

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The higher education industry has long been receptive to social media, valuing its ability to create connections between institutions, organizations and their various supporters. ...

The higher education industry has long been receptive to social media, valuing its ability to create connections between institutions, organizations and their various supporters.

By monitoring a complicated mix of keywords related to Brock University and its brand culture, Brock’s main social media co-ordinator can easily field current students’ inquiries to various departments across campus. Recruitment and Liaison can identify prospective students and thank them for applying to Brock. Alumni Relations can encourage grads to attend networking and professional development events. Read this case study to find out how social is weaving its way across campus.

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  • 1. Case Study / Brock UniversityThe higher education industry has long beenreceptive to social media, valuing its abilityto create connections between institutions,organizations and their various supporters.The Challenge The ApproachFrom prospective and current students to Much like its brand image, Brock’s approach toalumni, athletic boosters, partners and donors, social media engagement is unpretentious, casualthe social web helps keep everyone engaged and welcoming, which Brock feels has contributedin the campus community. Creating lasting to its growth.connections right away with these groups helpsto ensure an active and engaged community in Brock first started using Salesforce Radian6the future. in April 2012 to help streamline its social media management across three key officesLocated in Canada’s beautiful Niagara region, – Recruitment and Liaison, Marketing andBrock University is one of the fastest growing Communications, and Alumni Relations – anduniversities in Canada. Serving more than to increase its ability to listen to conversations18,000 students and a growing alumni family happening around its brand.of more than 75,000, Brock University knowsthat an effective way to keep in touch with The workflow options available in Radian6’sits audience is through the social web. The Engagement Console allows Brock’s social mediauniversity that engages “both sides of the brain” team members in each of these offices to assignfirst took the leap into social media in 2008 posts to each other, attach notes describingand has since grown to include more than 100 recommended next steps and select the priority insocial media properties across various university which the post should be handled.departments and offices. By classifying the source and content type ofWith the goal of providing exceptional customer a post (i.e. prospective students or alumni andservice and creating lasting connections, Brock’s registration or housing, respectively) the taggingsocial media team has been working toward a system allows Brock to produce detailed reportsmore co-ordinated social media presence to that indicate who’s talking about Brock andbetter engage customers throughout the entire specifically what they’re talking about.student life cycle.www.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 Salesforce Radian6
  • 2. Case Study / Brock UniversityThe Results promote their student life blogs. Alumni Relations can encourage grads to attend networkingBrock University’s commitment to engaging and professional development events, such asonline has strengthened its connection with Brock Days Alumni Weekend, and easily captureboth its on- and off-campus communities. And information for their contact database like when awith the help of Salesforce Radian6, Brock’s graduate lands a new job or indicates an interest insocial media team has become more efficient supporting the university.at managing the conversations and translatingthem into valuable information. Moreover, by consistently tagging posts, Brock’s social media co-ordiantor can produce reportsBy monitoring a complicated mix of keywords that benefit various departments on campus; forrelated to Brock University and its brand culture, example, during student registration, Brock wasBrock’s main social media co-ordinator can able to identify technical issues in the registrationeasily field current students’ inquiries to various system based on the frequency and volume ofdepartments across campus, promote university social media posts from concerned students.events and research findings to the mediaand community partners, and assign tasks to Brock’s not only using social media to engage withcolleagues in Recruitment and Liaison and its community, it’s gathering important informationAlumni Relations. Recruitment and Liaison can that will help it improve over the long term.identify prospective students and thank them forapplying to Brock, answer program questions andwww.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 Salesforce Radian6