“We have specific language we want to weave into comments and responses,” Abby emphasizes. Sprout is used as a cross-team hub where everyone can find pre-written responses in a unified brand voice-both evergreen FAQ responses and templates for events like big games or commencement. With student ambassadors, interns and a full-time team powering Purdue’s social presence, maintaining one brand voice when responding to comments is key-especially when you’re fresh off of a 2020 rebrand. Using a special tag just for the ambassadors helps the student team and the Digital Engagement Team filter their specific posts. “We provide Sprout training to all of the students so that they can publish and tag content, as well as run their own reports.”Īfter receiving Sprout and brand voice training, the students have free reign of their Instagram account and create content themselves. “Boiler Ambassadors use Sprout for their student-run Instagram account,” says Ashlee. Purdue has a unique marketing superpower-an ambassador program of around 50 students who bring a first-hand perspective to their digital presence. “We’ll implement those same emojis in our posts to stay in lockstep with our audience.” Using Tags to keep tabs on content and connect students “We see a lot of emojis in there,” Kolby tells us. The team also uses the Word Cloud (see an example of the Word Cloud for Sprout’s fictional coffee brand below) to identify unexpected gems that inspire content-from conversations and themes to emojis. “So if the Strategic Communication team gets wind of something, they can ask us to create Listening Topics to monitor it.”īut listening isn’t all crisis mode and no fun. “It’s hard to know when something is starting to bubble up,” Abby tells us. Social listening has also helped them collaborate with the Strategic Communication team to keep an eye on potential crises before they spin out. “With our general ‘Purdue University’ topic, we’re able to search quickly by keywords to provide a fast snapshot.” “We’ve received requests from our President’s office to quickly run a report on topics and how they’re appearing on social media,” Ashlee tells us. In catching a crisis, speed matters-especially if a request for more information comes straight from the top. “It’s a helpful way to immediately identify if something is gaining traction-good or bad.” “We have alerts set up to help monitor spikes in conversation around specific topics,” Social Media Manager Ashlee Shroyer tells us. Purdue’s social team uses Sprout’s Listening feature to keep their ear to the ground and finger on the pulse of campus conversations and brand health. Social Media Specialist, Purdue University Where Boiler Up means listen up And as their name suggests, they have a laser-focus on engagement. The Digital Engagement team manages all of the University’s non-athletic channels across Facebook, LinkedIn, Instagram, Twitter, YouTube, Snapchat, TikTok and Pinterest with more than 900,000 followers combined. Engineering engagement for students and alumni Purdue uses Sprout Social as a cross-departmental hub to level up social listening, create robust reports and keep their content on track. Thanks to the team including–three social media professionals and five interns, followers now engage with Purdue’s social content more than ever. The Digital Engagement team was born, and has become a well-oiled machine. When Abby jumped onboard in 2019, she was faced with building a team from the ground up to broaden social’s reach and impact across the Purdue community. “Purdue’s social media content is used to tell stories about Purdue Boilermakers and connect with students-past, present and future,” says Assistant Director of Digital Engagement, Abby Eddy. And when it comes to investing in their digital presence, Purdue is going full steam ahead. Known for their engineering school, Purdue University takes a scientific approach with everything they do-including social media.
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