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More than just a #: How hashtags and social media can help your campus events and campaigns succeed
Journal of Education Advancement & Marketing,
2
(2),
154-164
(2017)
Abstract
Every year, universities hold dozens of events ranging from graduation to giving days. In order to help these events succeed, you can engage the entire campus community on social media in innovative ways so they help distribute your message and promote your event. By setting social media expectations and goals, creating and executing an effective hashtag, generating a social media guide, finding ways to collaborate with your peers across campus, crowdsourcing your content and devising innovative ways to reach your target audience, you can make each event at your institution a success. We will examine case studies from William & Mary’s giving day, the men’s basketball tournament, commencement and homecoming to provide comprehensive examples of how you can use social media for your event.
Keywords: social media; events; hashtags; campus events; publicity; campaigns; giving
The full article is available to subscribers to the journal.
Author's Biography
Tiffany Broadbent Beker is the Director of Digital Marketing for University Advancement at William & Mary, leading the office’s efforts in strategy, analysis and management of social media, e-mail marketing, web and digital applications. She has presented at conferences including HighEdWeb, CASE Social Media & Community, Higher Ed Experts’ Higher Ed Social Media Conference and the College Communicators Association of Virginia and the District of Columbia. She also serves on W&M’s College Communication Committee and Social Media Users Group (SMUG).
Sarah Juliano is Social Media & Web Manager for William & Mary’s Office of University Advancement. Her responsibilities range from supervision of 100-plus alumni-focused Facebook pages, to managing the Alumni and Advancement web presences and coordinating, creating and sending all alumni-focused e-mails. She has successfully created social media campaigns for the university’s billion-dollar fundraising campaign launch, as well as yearly implementations for W&M’s Giving Day and Homecoming events. She has also presented at the HighEdWeb conference and the HigherEdLive webinar series.
