“Post Performance Analysis: Higher Education Organizations Improving Social Media Interaction”

It’s time for another installment of the Post Performance Report (PPR), a series where we highlight inspiring social media posts and campaigns, delving into what makes them so brilliant. We explore how your brand can leverage these examples to ignite your own impactful ideas—while optimizing your budget and achieving more with fewer resources.

The back-to-school season is upon us. You can hear it as students, teachers, and parents slide back into the academic routine. Signs of this are evident in advertising campaigns, with businesses providing discounts on supplies, meals, and attire. However, the back-to-school ambiance is most palpable on university campuses.

On social media, the transition to college life is marked by move-in day compilations and new student milestones. Documenting these experiences is crucial for engaging current students and also for generating enthusiasm among future students and alumni.

Here’s our list of higher education institutions that are striking the right balance of school spirit, entertainment, and academic opportunities on social media during the back-to-school season.

Vanderbilt University: A warm welcome to the “Athens of the South”

Vanderbilt is a renowned research university located in Nashville, Tennessee. With a rich heritage spanning over 150 years, the institution showcases its celebrated history prominently at the start of each new term. Vanderbilt’s social media team skillfully intertwines the college’s legacy with contemporary methods of student engagement and recruitment.

This was evident during move-in week this year. The university presented a highlight reel featuring new freshmen arriving on campus, warmly greeted by the Vanderbilt Move-in Crew. The video radiates a welcoming atmosphere—the sort of energy that helps anxious freshmen feel at home in a new environment. Featuring interviews with parents and students, supplementary footage, drone shots, and uplifting music, the production quality stands out and showcases the campus’s charm.

Vanderbilt also stirs excitement for their iconic Founders Walk event, marking the occasion for first-time students officially joining their community. In this Instagram Reel, a person behind the camera waves a wand, transforming Alumni Lawn into a magical setting adorned with twinkling lights across the university’s time-honored elm and oak trees. The comment section buzzed with nostalgic alumni and vivacious new students.

The Vanderbilt social team enhanced their Welcome Week initiative with trend-savvy actions and lo-fi series. For instance, in one Instagram Reel, the Class of 2028 jumped on the “Hot to Go” trend during their class photo. They also showcased a series interviewing freshmen as they acclimate to campus.

Vanderbilt’s back-to-school initiatives have already gained widespread acclaim. Their Welcome Week 2023 campaign was nominated for the Collaborative Social Media Communications award by PR Daily. Their social approach reflects a broader trend of marketing and recruitment strategies that have earned the school the title of the next “it college.”

The play: From breathtaking campus visuals to cherished century-old traditions, Vanderbilt’s stunning content is steeped in heritage. They also balance high-quality production with lo-fi perspectives from students.

Take a cue from Vanderbilt by combining high-end production with genuine smartphone-captured videos. This blend enables your amenities to shine while leaving viewers with warm and fuzzy feelings.

Arizona State University: Giving students their time in the sun

Located in the Phoenix metropolitan area, Arizona State University (ASU) stands among the largest public universities in the US. On social media, the school emphasizes content crafted by students—especially during back-to-school time.

A great example is this carousel comparing students’ packing must-haves against their parents’. The contrast between what students view as “essential” versus their parents’ perspective is humorous and heartwarming. The post creates an avenue for ASU to introduce their new class while acknowledging the role parents play in getting their children to college. Commenters expressed congratulations to both parents and students, highlighting the relatability of the post.

ASU also offers informative guides during Welcome Week, including a summary of key events and a detailed list of move-in essentials. With students increasingly turning to university social media for critical information, ASU demonstrates how to meet students and prospects where they are.

During Welcome Week, ASU also highlighted students representing their countries at the Games, showcasing the continuous flow of content celebrating student achievements throughout the year.

ASU’s Welcome Week social initiatives contribute to bolstering the university’s public perception. According to Sprout Social Listening data on X during move-in week (Aug 15-21, 2024), mentions of ASU and #ASUWelcome were overwhelmingly positive at 89%.

The play: Cultivating an enriched campus life requires engaging your students. By placing students at the center of their Welcome Week content, ASU assists prospective students in visualizing their future accomplishments and experiences at the university.

University of Oxford: Student-generated content brings the academia aesthetic to life

Back to school at Oxford occurs later than other US institutions in this review. The research university located in Oxford, England, kicks off its autumn term in early October. However, this does not imply that the globally esteemed institution is inactive on social media during the summer.

Recently, they joined the “nobody will remember” trend, adding a playful spin—humorously reflecting on how much older their college is compared to those in the US.

Oxford also shares picturesque images of their campus, like the enchanting views of old cobblestone structures lit by moonlight and the serene ambiance of an early morning sunrise reflecting on their Gothic rooftops—depictions reminiscent of a literary masterpiece.

Oxford features a social series where students guide viewers on virtual campus tours. The tours include classic Oxford sights such as magnificent libraries, oversized chess sets, and a grand hall adorned with historic portraits.

We eagerly anticipate following Oxford during “Freshers’ Week 2024,” a welcoming celebration for new students featuring fairs, dinners, orientations, and more.

The play: Observing Oxford’s social media content, the correlation between the core academic essence and the online aesthetic of their student body is evident. It resonates because it aligns with the institution’s longstanding legacy as the second-oldest university in continuous operation.

What sets your university apart? Whether it’s your unique architecture, famous landmarks, or traditions, these elements should take center stage in your social strategy.

NYU: Taking a bite out of the Big Apple

When thinking of New York University (NYU), terms like talent, ambition, and urban landscape come to mind. These are fitting descriptors—the university embraces this language on its admissions page. This NYU ethos comes alive on social media.

This summer, NYU highlighted the remarkable achievements of its students through various internship programs. An example is a Reel showcasing a student intern at the American Song Archives. The documentary-style video exudes professionalism and allows the intern to share his preservation expertise and fascinating work experiences. This series illustrates the multitude of internship opportunities and career paths available to NYU students.

As Welcome Week approached, the university released daily countdown posts spotlighting local NYC attractions and campus hot spots. They also launched a Summer Walk series, guiding viewers through the best walkable areas near NYU. This series features some of the world’s most recognizable buildings alongside charming neighborhood locales—an offering few “college towns” can match.

When move-in day eventually arrived, the university published a video of students seeking their parents’ final pieces of advice. Although light-hearted, the video communicated the deep love and pride these parents feel for their children and their hopes for their success at the prestigious school and in NYC.

NYU has consistently ranked in the top 10 of the Dream Schools list issued by Princeton Review for the last three years. This list reflects picks from students and parents—indicative of the institution’s growing admiration. The buzz surrounding NYU on social media helps enhance overall sentiment.

The play: When life serves you a Big Apple, seize the opportunity (that’s the saying, right?). As NYU illustrates, harnessing the unique benefits of your university’s environment delivers a competitive edge that’s rare to find.

#RushTok Spotlight: University of Oklahoma’s Kappa Kappa Gamma

Possibly one of the most online back-to-school traditions is RushTok, a niche on the internet dedicated to Greek life recruitment week. During this week, sorority and fraternity aspirants participate in various activities like house visits and philanthropic events, hopeful for selection into a brotherhood or sisterhood.

RushTok is famous for OOTD videos analyzed like NFL highlights and extravagant, well-orchestrated dance routines aimed at enticing individuals to join specific sororities. Across these content types, the objective is clear: Present a polished image, coordinate with fellow sisters, and exude a distinct rush aesthetic.

This is why the University of Oklahoma’s Kappa Kappa Gamma “blue” theme captured the internet’s attention. In their video, the expansive and imaginative interpretation of the theme left viewers amazed. One user commented, “I’m equally terrified and proud,” while another added, “The Avatar took me.”

Most of all, the sentiment was positive and encouraging, with many indicating interest in joining the sorority in future years.

The play: Why blend in when you can stand out? Just because there’s a prescribed formula for higher education institutions, clubs, and societies doesn’t mean it can’t be rewritten.

A+ recruitment strategies must include social

That wraps up this month’s edition of the PPR. Stay tuned for next month’s edition, where we’ll showcase our favorite holiday campaigns. In the meantime, keep these essential takeaways in mind:

 

Seeking actionable insights to build a vibrant community, nurture relationships with current and prospective students, and unify your university’s voice and identity across departments? Check out our interview with Gettysburg College.

If you spot a social post or campaign worthy of recognition, tag us @sproutsocial and use #PostPerformanceReport to have your concept included in future articles.

The post Post Performance Report: Higher ed institutions raising the bar on social appeared first on Sprout Social.