Social Media Marketing Strategy November 2013 | Page 6

A U D I n g aNe CeE
E g m nt
e
Our audience consists of current and prospective students, students, alumni, donors, and community and
groups.

• Show wha t current students a re doing a s a p r e v ie w of lif e in
the College of A rts & Letters
• R eference the m a ny fea tures of CA L includi ng hav ing t he
m ost study a broa d progra m s, 3 0+ CA L-a ffil iat e g r oup s, and
dedica ted ca reer consulta nt
• Give prospective students a “snea k pea k” in t o what it ’s lik e
to be a CA L student with event posts, stories, and p hot os

Alumni: Why should I stay connected?
K e e p u p -t o -d a t e w i t h t h e su c c e sse s o f fe l l o w a l u mn i a nd cu r r ent s t u d ent s

With such a wide range of followers, it is
important that we craft our messages in
ways that appeal to our student target
audience, students, while also staying
relevant to other audience types. Our
primary following is also dependent on
the platform we use.

our followers and engagers via Twitter are student and community organizations.1 Though our tweets should be
written with those organizations in mind,
the ultimate goal is that they retweet or
reply to our tweets, helping us to reach
beyond our Twitter following.

• R em ind CA L a lum s why they loved being par t of t he Colle g e
of A rts & Letters a nd why they should com e b ac k t o v isit
• Show a lum s wha t current students a re up to and how t he
College continues to prosper
• Sha re college events tha t a re releva nt to a lu ms; c all f or t he m
to com e ba ck for the event

Because 57% of our likes on Facebook
are 18-24 year olds, we know that our
primary audience is current or prospective students, whereas the majority of

To understand the specific needs of
each type of audience, we can start by
answering one question for each target
group:

Student and Community Organizations:
How can we work together?
C o o r d i n a t e e v e n t s, c o n n e c t w i t h o t h e r s i n d i ffe r e n t d