A Social University

By: Amanda Castillo | @_mandymichelle

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UNT’s Transfer Center Twitter page via @UNTTRANSFER

If you are going to attend college, are attending college, or have already attended college, then you know at least one thing to be true: said college has a social media page. Chances are more than one and on a couple different platforms. University social media pages are so common now that it’s a bit of a shock if one doesn’t exist. Often times there is one umbrella social page that is used for general information on the University and to promote different pages for specific organizations and departments. “There is so much going on within each department, team and organization that one team won’t be able to speak to those messages as well as the specific departments.” So, it is best to delegate social media responsibility to each different department, club, organization, honor society, etc. to ensure your audience is getting the most accurate and relevant information. These pages are beneficial for a number of different reason, and for a few different audiences, including:

  1. Prospective students
  2. Current students
  3. Alumni

Prospective Students

Social media is the perfect platform to draw in prospective students as it gives a better picture of campus culture than a website, brochure, or quick tour do and the students can really picture themselves as a part of campus life. It also allows a place for students to ask questions to specific departments of interest and see what makes different universities unique and find the best fit for them to thrive in.

Current Students

“As colleges embrace social media, they’re finding that more and more students are using social media to ask questions and share feedback.” Once the prospective students turn into current students they are bound to have a ton of questions and social media is usually a quick and easy way to have those questions answered and they can benefit others who may have the same questions, comments, or concerns. It also allows for the personification of the university so it becomes more than just an institution. Social is also a great tool to connect current students with organizations, clubs, honor societies, or causes they are interested in that can help them grow and excel in their academic careers.
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UNT encouraging creativity for graduating students via @UNT_Union on Twitter
“Schools are now able to share alumni’s life and career achievements on social media. These notes such as marriages, promotions, etc. are helping reconnect alumni, grow the school’s exposure and also increase the SEO value for alumni and the school.” Once students graduate they may no longer feel the need to follow your Snapchat and Twitter pages, so it would be a good idea to be sure your campus is also on Facebook and LinkedIn.
Beyond Students
“Once you’ve built strategies for those core audiences, you can expand to other segments such as prospective faculty, donors, government stakeholders, industry, and community.”


Mulvey, James. “What Are the Best Social Media Strategies for Universities?” Hootsuite Social Media Management. N.p., 21 Oct. 2015. Web. 08 Apr. 2017. https://blog.hootsuite.com/what-are-the-best-social-media-strategies-for-universities/.

Patterson, Michael. “Social Media in Higher Education Strategies.” Sprout Social. N.p., 09 Mar. 2017. Web. 08 Apr. 2017. http://sproutsocial.com/insights/social-media-in-higher-education/.

Ridley, Doug. “Today’s Colleges and Universities Using Social Media.” Vital Design. N.p., 05 Apr. 2016. Web. 08 Apr. 2017. https://vtldesign.com/digital-marketing/social-media/how-todays-colleges-and-universities-are-using-social-media/.

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism