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Duke Students: Social Media Strategies

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Cara Rousseau
Cara Rousseau

Social media strategies for reaching college students. Presented by Duke students Megan Lax and Sarah Haas, both Trinity 2015.

Social Media
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Duke Today Students Social Media Strategies Megan Lax, Marketing Intern, Undergraduate Education Trinity ’15 Sarah Haas, Social Media Editor, Undergraduate Admissions Trinity’15
Facebook vs. Twitter • Facebook = photo albums, videos and student spotlight articles • No more than three posts a day – ideally only one • Tag students when possible • Twitter = academic and social events, shout-outs, #FreeFoodAtDuke, etc. • No limit on the amount of tweets a day • Use images when possible
Most popular posts
Most popular posts
Most popular posts
Create content that students want to spend time with • Yik Yak album • Gathered student-made content into one place • “Thought funny”! • Shared during finals • Results: • Reached more than 3,000 users • Engaged with more than 19.2 thousand times • 54% engagement rate • This means more than half of the people who saw the post engaged with it in some way (liked, shared, clicked through)
What we learned: • When possible, use original pictures and videos • Tag, tag, tag! • Engagement > reach • Take informal surveys • If you see something cool, take a picture (even if it’s just on your iPhone) – you can tweet it later! • Think funny • Use at least one hashtag, and tag at least one Twitter handle • Share original content across all your platforms • #DukeReads album • “best of” @dukestudents Instagram album
Results: • Increased average post reach by 557.6% • We were reaching an avg. of 165 students, now reach 1,118 • Increased average likes by 2,000% • Were averaging 1 like, now average 21 • Increased overall page likes by 36.3% • Had just over 1,080 likes, now have 1,480
Tumblr vs. Instagram • Tumblr is a great place to share stories. • Instagram is the new venue to interact with students on a day-to-day level. • Take advantage of hashtag campaigns. • What do Duke students want to see from Duke communications? EPIC content: Engagement, Personality, Intentionality, and Creativity
@DukeStudents on Instagram Want students to see your posts? TAG THEM! FEATURE THEM!  Popular hashtags used by students: #pictureduke #dukestudents Class hashtags like #Duke2018 Types of photos we use: -Scenic -Marketing/Graphics -Student-Centered -Original content vs. Student featured (reposts)
What students <3 Duke Campus (who doesn’t?) #lovemycampus * honorable mention to the Duke crane & sunsets Hashtag Campaigns (#DukeFall #DukeReads, #Duke2019, #MyDukeChapel, #MyDukeRoom, #MyDukePath…)
What students <3 Themselves (and their friends) #dukestudents *tag and interact Durham #lovedurham #exploredurham #trydurham #durhome
What students <3 • Duke sports #goduke #foreverduke #bleedblue • Their art #duarts #artstigators #dukedance #dukeintheworld
Duke Students Tumblr Rankedoneofthetopuniversityblogs! dukestudents.tumblr.com WHO? • Admissions bloggers • First-year digital media team (~30 first-years building content) • Guest bloggers WHAT? • Photos from Instagram • Blog posts • Buzzfeed style lists • All things Duke
What to look for in the future from @DukeStudents? • #Duke2019 -RD admits will find out their decisions soon and ED admits are already very active on social media. • How can we help you? -Feel free to reach out to me for advertising, marketing, or to showcase your awesome photos/stories. • Coming soon: #OdeToDuke -Saying goodbye to #Duke2015.

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Duke Students: Social Media Strategies

  • 1. Duke Today Students Social Media Strategies Megan Lax, Marketing Intern, Undergraduate Education Trinity ’15 Sarah Haas, Social Media Editor, Undergraduate Admissions Trinity’15
  • 2. Facebook vs. Twitter • Facebook = photo albums, videos and student spotlight articles • No more than three posts a day – ideally only one • Tag students when possible • Twitter = academic and social events, shout-outs, #FreeFoodAtDuke, etc. • No limit on the amount of tweets a day • Use images when possible
  • 6. Create content that students want to spend time with • Yik Yak album • Gathered student-made content into one place • “Thought funny”! • Shared during finals • Results: • Reached more than 3,000 users • Engaged with more than 19.2 thousand times • 54% engagement rate • This means more than half of the people who saw the post engaged with it in some way (liked, shared, clicked through)
  • 7. What we learned: • When possible, use original pictures and videos • Tag, tag, tag! • Engagement > reach • Take informal surveys • If you see something cool, take a picture (even if it’s just on your iPhone) – you can tweet it later! • Think funny • Use at least one hashtag, and tag at least one Twitter handle • Share original content across all your platforms • #DukeReads album • “best of” @dukestudents Instagram album
  • 8. Results: • Increased average post reach by 557.6% • We were reaching an avg. of 165 students, now reach 1,118 • Increased average likes by 2,000% • Were averaging 1 like, now average 21 • Increased overall page likes by 36.3% • Had just over 1,080 likes, now have 1,480
  • 9. Tumblr vs. Instagram • Tumblr is a great place to share stories. • Instagram is the new venue to interact with students on a day-to-day level. • Take advantage of hashtag campaigns. • What do Duke students want to see from Duke communications? EPIC content: Engagement, Personality, Intentionality, and Creativity
  • 10. @DukeStudents on Instagram Want students to see your posts? TAG THEM! FEATURE THEM!  Popular hashtags used by students: #pictureduke #dukestudents Class hashtags like #Duke2018 Types of photos we use: -Scenic -Marketing/Graphics -Student-Centered -Original content vs. Student featured (reposts)
  • 11. What students <3 Duke Campus (who doesn’t?) #lovemycampus * honorable mention to the Duke crane & sunsets Hashtag Campaigns (#DukeFall #DukeReads, #Duke2019, #MyDukeChapel, #MyDukeRoom, #MyDukePath…)
  • 12. What students <3 Themselves (and their friends) #dukestudents *tag and interact Durham #lovedurham #exploredurham #trydurham #durhome
  • 13. What students <3 • Duke sports #goduke #foreverduke #bleedblue • Their art #duarts #artstigators #dukedance #dukeintheworld
  • 14. Duke Students Tumblr Rankedoneofthetopuniversityblogs! dukestudents.tumblr.com WHO? • Admissions bloggers • First-year digital media team (~30 first-years building content) • Guest bloggers WHAT? • Photos from Instagram • Blog posts • Buzzfeed style lists • All things Duke
  • 15. What to look for in the future from @DukeStudents? • #Duke2019 -RD admits will find out their decisions soon and ED admits are already very active on social media. • How can we help you? -Feel free to reach out to me for advertising, marketing, or to showcase your awesome photos/stories. • Coming soon: #OdeToDuke -Saying goodbye to #Duke2015.

Editor's Notes

  1. Our tumblr shows the Duke experience in a way that gives prospective (and current) students a feel for what Duke is really like, more than what you would find in a brochure. Great for a variety of multimedia! More students are checking instagram than Facebook- it’s one of the new “it” social networks. An incentive to share and repost photos could be as easy as having a photo featured.
  2. -Engaging with current and prospective students (as well as alums and the larger Duke community) is the way we have built our Instagram from just a few hundred followers to 4.4k followers in just over a year.