Goldsmiths required a focused social strategy that would intrigue academics, experts, influencers, students, prospects, the community, alumni and staff alike. Carve implemented a Facebook and Instagram strategy to appeal to all of Goldsmith's potential and existing audiences.

1. Goldsmiths University of London
Case Study – October 2014

2. Goldsmiths communications objectives are numerous,
ranging from encouraging student applications to promoting
their rich academic heritage to the wider public. Social media
has quickly become one of their most influential and agile
communication channels in recent years, but one that did not
have a structured approach. How could they create a
focused social strategy that would talk to academics,
industry experts, political influencers, students, prospects,
the local community, alumni and staff, all at the same time?
How do you tell a consistent story to such diverse
audiences, across different platforms, that are managed by
dozens of different stakeholders?

3. Carve worked closely with Goldsmiths on an advisory
basis, providing them with all the tools, training and
guidance to conduct a social media audit. This included
audience analysis and segmentation, content appraisals,
competitor benchmarking and platform scoring. This
research-led approach allowed Goldsmiths and Carve to
devise a strategy that will expand their audiences,
improve internal workflow, bring the Goldsmiths story to
life through a focused content plan, translate Goldsmiths’
values with a unique tone of voice, increase the sense of
inclusion within the Goldsmiths community and finally
measure the impact with robust social media metrics.

4. Carve received excellent feedback from the
Goldsmiths communications team after the
presentation of the strategy which they will be
implementing in FY15. The strategy will be
translated into an accessible playbook and social
media handbook for internal distribution across
various Goldsmiths departments. And whilst the
strategy has not been fully implemented yet,
results are already noticeable – within 4 months
there was a 30% increase in followers on
Instagram and a 20% increase on Facebook,
without the use of paid promotion.
Click infographic to see high resolution

5. Founded in 2006 and headquartered in
London, Carve is a boutique consultancy
that advises some of the world’s leading
organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.