This document discusses using social media, specifically Facebook, to engage alumni of universities. It analyzes demographic data of current alumni Facebook users, noting that the majority are younger and located in Florida cities. The summary suggests expanding content for older alumni and those outside Florida to broaden the audience. A three-month plan proposes an alumni challenge to raise donations and engage alumni through activities around athletic games. The conclusion emphasizes that social media can help schools remain connected to alumni and increase the value of their education.

1. Strategy and Social Media
in Alumni Affairs

2. Facebook Demographics
By Maria Farias

3. #TheGatorNationIsEverywhere
We are doing a great job connecting with students.
However, it is important to keep those connections alive
after graduation.

4. Demographics
Even percentage of males and females

5. Age Breakdown
Females
– 13-17: 19%
– 18-24: 41%
– 25-34: 17%
– 35-44: 9%
– 45-54: 4%
– 55-64: 3%
– 65+: 2%

6. Age Breakdown
Male
– 13-17: 20%
– 18-24: 44%
– 25-34: 19%
– 35-44: 9%
– 45-54: 4%
– 55-64: 2%
– 65+: 2%

7. Geographic Distribution
Lifetime likes by country
– 1. US
– 2. ID
– 3. MX

8. Geographic Distribution
Lifetime likes by city
– 1. Gainesville
– 2. Jacksonville
– 3. Orlando
– 4. Tampa
– 5. Miami

9. Notable Trends
Majority of demographic is between 18-24.
We are reaching age group of current
student body but not alumni.
Majority if likes come from U.S. and cities
in Florida.
We are not reaching groups that are
outside of our vicinity.

10. Facebook Demographics

12. Notable Trends
Teens (13-17) on Facebook have declined
-25.3% over the last 3 years.
Over the same period of time, 55+ has
increased with +80.4% growth in the last 3
years.

13. How does this affect
content strategy?
Facebook is longer the social media
network of choice for teens.
– When they reach college age, how will we be
able to reach them? Add to social platform?
Our content is great for our student body
but we want to reach older
audience, preferably alumni.
– Significant increase of users on FB between
25-54. Significant growth 55+ with 80.4%
– We need to attract them into our FB

14. Unique Aspects of Alumni
Engagement in Higher Ed
Delimited audience
Relationships, not transactions
Quid-pro-quo (“I only hear from you when
you want money” or “I already paid my
tuition!”)
Sense of ownership
Increase competition

15. With social media we are able to share
alumni’s life and career achievements on
social media.
– Marriages, promotions, etc, help reconnect
alumni, grow the school’s exposure and also
increase the SEO value of the alumni and
school.

16. Let’s talk strategy
Increasing alumni engagement can help
raise funds for foundation and give us
recognition for our UF Rising campaign.
Use of #TheGatorNationIsEverywhere can
still be used and it is already a well
branded campaign.
– This will allow us to reach those alumni who
have moved out of Gainesville and Florida.

17. Let’s talk strategy
In order to grow communities and deepen
engagement at the same time, content is
key.
Content is also how you learn who these
community members are.

18. Let’s talk strategy
Need of synergy between departments
and other FB pages.
– We should post alumni affairs on official UF
Facebook not only on UF Alumni Affairs or
Alumni Affairs of colleges.

19. Examples
The Bucky Challenge at the University of
Wisconsin.
– An alumni offered matching gifts up to
$30,000. For each new Facebook or Twitter
follower, $1 was donated to a scholarship
fund.
– 19,432 “likes” were generated and $19,432
went into the scholarship fund.

20. Examples
John Hopkins University
– Modeled on fantasy football, people “draft”
who they’d like to see at the 2012 reunion.
The person who gets the most points will win
an iPad. You earn points by getting people to
sign up and added points when people
donate.

21. Let’s Talk Strategy
Which alumni group has most purchasing
power? Who will benefit us more?
Who is most likely to donate?
Who is most likely to share our content?
Who is most likely to give us more value?

22. Three Month Plan
According to data we have the most
engagement during Q3. July-September.
We should capitalize on quarter 4 when
we have the largest decrease of
engagement.
Q4 is a great time remind alumni of their
school spirit.
– Athletic games, start of new year, etc.

23. Three Month Plan
Add Alumni Challenge for every like we
donate $1 to a scholarship fund or the
construction of a new building.
For every like or share they can increase
their chances to win tickets to football
game with paid hotel.

24. Three Month Plan
Share photos of social media campaign
#TheGatorNationIsEverywhere.
Not only concentrate on notable alumni
but also those with interesting stories.
We want our current fans to want to be
part of this campaign after graduation.

25. Conclusion
Social media plays an important role in
helping colleges stay connected with
alumni.
We can also increase the value of their
education by expanding their school’s
recognition.
We need to reach our alumni and not only
our current student body.