Matt Payne

3 years ago

Wilshire College enjoyed a blinding month on the College Edurank charts for September. The institution jumped from 129th, in the Edurank charts, leaving them knocking on the door of the top ten. I caught up with Dan Charles, Marketing, and Communications Manager, to find out how they operate in the world of social media.

Our latest Edurank Enterprise features (which will be made available to you in a matter of weeks) will give your institution even more insight in delivering the best social media content in the education sector.

Tell us a little more about your social media marketing activity; where do you take inspiration from? What is your most successful channel? How does it contribute to your overall digital marketing strategy?

We take inspiration from a number of different platforms, from successful colleges and universities to large brands such as Apple, Nike and eBay. I think it’s important to be open-minded regardless of who your audience is and look outside of the particular sphere your industry sits in, in order to push the boundaries of what may have become the ‘norm’. Our most successful channel is probably Facebook, although our Instagram channel has grown rapidly in recent weeks. Our social media strategy plays a big part in the college’s overall marketing strategy and we continue to place great emphasis on the channels we currently use, and regularly research new and emerging platforms.

Why is Edurank important to your digital marketing efforts and what features do you use on a monthly basis to help monitor your efforts?

Edurank has become an integral barometer for our marketing efforts, and we check the results on the day they are released each month. It’s useful to know where we sit in the national picture, and also where we sit alongside local competitors. It’s also important for staff to see where we are ranking as some staff aren’t necessarily on social media and therefore don’t see the output. We publicise each month’s ranking in our monthly internal newsletter. Edurank also highlights areas of improvement. For example, we can see from the metrics published that we need to do more work on our YouTube channel – and as a result, we are redistributing spend in that direction.

The world of social media and the seemingly limitless engagement options it presents are ever evolving, what’s next for you? Are there any platforms you are keen to start using which perhaps you aren’t already?

Although we have a Snapchat account we haven’t utilised it fully so that is a platform we are looking to become more prolific on this academic year. We realise it is used by a key target audience of ours, and therefore having a strong presence on there is key. However, we need to make sure we’re using it in the right way and that the message ties in with our other channels. We are currently researching other brands and their use before rolling out our own strategy.

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