Social Media Management
Insight
Weatherhead needs to create a stronger brand presence beyond Cleveland.
Solution
Utilize existing and new social media outlets to communicate with prospective students and show them what life at Weatherhead is like.
Process
We recognized that even though we had a live Facebook and Twitter page, engagement was very low. We did not have a clearly defined brand plan or communication strategy. I created a Social Media Playbook that outlined the role of each platform, what has or has not worked well and what changes needed to be made.
The next step was to define a content strategy for each, creating a content calendar and scheduling posts via Sprout Social, a social media management platform.
I also used Storify, a platform that aggregates all social media posts into a story, to share recaps after live events I attended.
Results
Engagement among prospective and current students increased, enabling current students to become advocates for the school. Prospective students started engaging with the school before applying by joining our live Tweet sessions and regularly reading our blogs to see what life at Weatherhead was like prior to visiting in person.
