1. Create network-specific social media strategies

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Gettysburg College’s largest audience is their current romania b2b leads student population. It’s a key audience, but if they only created social content with traditional college students in mind, they’d miss the opportunity to engage other important groups, like parents and alumni.

“Understanding audiences and their preferences allows us to deliver more personalized experiences across channels,” says White. “For example, TikTok attracts a younger demographic, which requires a different content strategy than Facebook, where parents and families are our key audience.”

A post from the Gettysburg College facebook account promoting their alumni-driven mentorship program.

Sprout’s network-specific social media reporting options help White maintain an updated understanding of each profile’s unique audience. “Our strategy really acknowledges the different needs of our varying stakeholders, and we attribute that audience insight to Sprout.”

2. Connect marketing goals to university vision
If you want to create an effective higher education social media strategy, it’s not enough to seek engagement for engagement’s sake. Plans should align to your college’s goals for the future.

The Gettysburg College social team supports the institution’s strategic vision by enhancing its reputation and expanding its reach, while fostering an environment that strengthens recruitment and philanthropy.

“Our office uses an integrated marketing plan every year, and we map that directly to the College’s strategic direction,” explains Grimes. “We’ve identified the key metrics that allow us to understand whether or not our work is being impactful. That’s how we ensure that the work that we’re doing is advancing the vision for the institution.”