Your institution’s students and alumni are the best advertisements. Creating content that turns their achievements into powerful stories will engage both prospective families and alumni. And while you’re at it, why not make that content shareable? Social media strategy in 2012 must go beyond putting icons on the homepage. Curating stories in a way that entices your audience to interact, share, and explore deeper will only lead to success.
Jay Steele, Data Manager in the Office of Enrollment Management at Indiana University, is taking this approach to content and social media strategy with WeAreIU.com–a story-sharing platform for the IU community.
How should institutions interact and engage with prospective students and what digital media tools exist to facilitate that connection?
In an attempt to answer this question Jay explored research on admissions, social media and Generations Y and Z. His research led to some conclusions and more questions:
The answer? WeAreIU.com, a site that gives students (and alumni) an opportunity to contribute their IU stories and share those stories with their networks.
Unlike blogging programs at other institutions, Jay opened up the opportunity to any IU student interested in contributing content. The site, which launched in February, now has over 120 regular student contributors and a web-to-post form where anyone can contribute. In less than 6 months they’ve captured over 600 stories.
The site is young but there are already signs of its future success. Most of the traffic to WeAreIU.com is from search, social sharing, and direct. (The site is not currently promoted on IU websites.) Roughly 2/3 of the site visitors are new visitors and the site is seeing an average visit duration of over 2 minutes. Jay estimates that of the 120 contributes about 25 are “die-hard” and generating a lot of traffic to the site with their posts.
The best part? Indiana University now has a repository of student stories to use in other marketing campaigns on the web or in print. Jay knows that raising awareness of the site internally is key. And he’s sharing the stories with faculty, coaches, and student life in hopes that they’ll find ways to use the content to help market IU.
“You never know where you’ll see success coming from and you have to be ready, willing, and able to adapt. We don’t have a calendar or deadlines. The site is organically growing and the stories are authentic. Prospective students recognize and appreciate that.” – Jay Steele