More and more users are joining Twitter, especially teenage prospective students. Albion College uses Twitter as a direct engagement channel, responding to and retweeting student and campus organization tweets.
Twitter also serves as the campus newsfeed, with posts providing periodic updates throughout the day. Because Twitter serves as a stream of information, more posts are better -- but not successive, one-after-the-other posts.
As a channel, Twitter skews to prospective students, current students, and recent graduates. Therefore, we keep the College’s voice on Twitter more casual and fun.
Retweeting is an effective engagement tool on Twitter. Students, and especially prospective students, enjoy being retweeted by the College’s account.
Specifically, on Twitter we tend to:
Typically, the College follows students who have interesting things to say on Twitter. If they are usually negative or crude, we will not follow them. We also follow prospective students who have committed to come to Albion.
Campus organizations, other colleges in our athletic conference or the GLCA, individual athletic teams, employees of the college, and alumni are also good targets for following on Twitter.
The College also keeps tabs on emerging trends (like #albionproblems) and College-based fake accounts (like @albionpartystories).
As of now, the College uses SproutSocial as its Twitter management platform. SproutSocial allows us to schedule tweets in advance, keep updated on new followers, and develop monthly reports for Twitter activity.
Because we are able to schedule tweets in advance, we can think weeks or months in advance about upcoming college events, promotions, or initiatives. Because of the constant flow of information on Twitter, we can also post more than once about promotions or events.
Also, some general strategy points include:
If a student tweets a concerning comments, such as abuse, suicide, or criminal acts, Marketing/Communications will take a screenshot of the tweet, along with a URL to the tweet, and send the link to the College’s Campus Safety department and Student Affairs leadership.
Key Takeaways From Albion's Twitter Presence
View Albion-related Twitter accounts on our Social Media Listing