By the Numbers: My Year in #UNHSocial
“It was a very good year…”
2015 was a year of growth, change, and development in my professional life in social media marketing. In June of 2014, I left the field of college admission that I loved deeply to pursue new opportunities in social media and digital engagement at my alma mater, the University of New Hampshire. As an active user of social media both personally and professionally, I felt I could learn and succeed in this new challenge, while continuing to “sell” the benefits of higher education. Almost immediately, I found that I loved the work but I would need to learn A LOT in order to keep it all together.
With the #UNHSocial team, I manage most of our UNH Alumni social media and our UNH Admissions social presence, while also providing back-up support and monitoring for the main university accounts. It took a few months to get it together in 2014, but I started to get my feet on the ground and gain confidence in the social space around the start of 2015. In managing these accounts, I was charged with growing the audience for each account, as few, if any, had been used consistently (or at all— I started the admission accounts) by dedicated staff with specific intent in the past.
Developing social media strategies for these accounts to increase followers, increase engagement, and ultimately build digital communities with both target audiences, I began to hit my stride with specific engagement campaigns (e.g. #UNHLove stories), high quality outreach efforts, and maintaining a consistent and steady voice from each account.
Though the size of the audience is not the only statistic of importance (engaging the audience is really the key), I recently pulled the follower numbers for the Facebook, Twitter, and Instagram accounts for our UNH Alumni and UNH Admissions accounts. In the graphs below, you can see the total followers at the beginning of January 2015 and at the beginning of January 2016 for each account, as well as the percentage increase in followers.
Across all networks, followers increased significantly through 2015! With percentage growth rates for all accounts ranging from 22% to 183% increases, it is abundantly clear that this year was a great year of expanded reach in connecting with prospective and alumni Wildcats.
The vast majority of this growth is a credit to the outstanding work by so many at UNH in the Alumni Association, the Admission Office, the phenomenal group of content creators in UNH Communication and Public Affairs (I’ve affectionately dubbed the #CPAAllStars) and my #UNHSocial teammates. In seeing these numbers though, I can’t help but take a bit of personal pride in that growth. With a larger audience, we’re able to engage regularly with more from our #UNHAlumni family and the deep pool of prospective students and future Wildcats.
Thank you to all the colleagues and friends that made 2015 such a successful year for UNH Alumni and UNH Admissions social media accounts, and thus my professional world.