About the Episode
About the Episode: Picture a world where the standard social media engagement rates for educational institutions are 3.26% on Instagram, 1.36% on Facebook, and 0.51% on TikTok, as outlined in Hubspot’s December 2023 report. Now, imagine Duquesne University smashing these benchmarks with a remarkable 11% engagement rate, far surpassing what's typical for its size. This exceptional performance is thanks to Ian Hurley, Director of Social Media, who utilized a straightforward but effective tactic: listening and responding. By emphasizing relationship-building and redefining their voice, Duquesne University set a new standard for university engagement that carries relationships started online all the way to campus. Ian Hurley proves that just an hour a day can have significant community-building results.
Key Takeaways
- Prioritize Community Building Over Broadcasting: By focusing on conversations rather than announcements, you can build genuine connections with your audience.
- Allocate Time for Social Listening: Scheduling specific times for engagement allows you to connect with your community without disrupting other responsibilities.
- Share Engagement Metrics with Leadership: Keeping screenshots and records of engagement conversations can help build a case for the importance of social listening to leaders.
- Engage Authentically and Ask Questions: Responding personally and asking questions fosters stronger connections with prospective and current students.
Episode Summary
Moving from Broadcasting to Building Relationships
Duquesne University’s social media strategy has traditionally centered on broadcasting announcements and updates. When Ian Hurley took over as Director of Social Media, he saw an opportunity to reshape this approach. Recognizing that today’s students expect more than announcements, Ian aimed to create a space that feels welcoming, trustworthy, and community-driven. Social media, he notes, should mirror the two-way interactions we have in our personal lives—spaces for relationships, not just one-way communications.
To achieve this shift, Ian focused on refining Duquesne’s voice and tone on social platforms. This adjustment meant moving from a formal, institutional tone to one that felt approachable, conversational, and authentically “Duquesne.” Ian leveraged platform-specific styles, becoming more casual on Instagram and Twitter, where prospective students are most active, and keeping a more professional tone on LinkedIn. This intentional voice shift laid the groundwork for a strategy focused on social listening.
Implementing Social Listening Strategically
To make social listening a priority, Ian allocated specific times throughout his day to review direct messages, comments, and mentions. Checking in during the morning, midday, and evening, he prioritized interactions that felt meaningful—responding to comments, answering questions, and joining conversations where relevant. Ian also leveraged keyword searches to identify opportunities to engage with both prospective students and alumni, particularly on platforms like Twitter where much of Duquesne’s athletic discussions take place.
Despite the time commitment, Ian has managed social listening by keeping tight control over his schedule and carving out short intervals to dedicate to it. By being strategic, he’s avoided overwhelm while maintaining the level of engagement necessary to build community on social media.
Results and the Power of Building Relationships
This shift to engagement-based social media management has yielded impressive results. Duquesne’s engagement rate on social media has climbed to 11%, significantly outperforming the average industry benchmark for universities of similar size, which hovers around 7%. Campus Sonar, a higher education social listening platform, has helped Ian’s team interpret the data and track their progress in a more organized way.
Ian emphasizes the importance of tracking engagement through screenshots and metrics. Sharing this documentation with leadership helps illustrate the real value of social listening, especially as many of these interactions are not as visibly quantifiable as likes or impressions. At Duquesne, this reporting has helped leaders understand the impact of this strategy, securing support for Ian’s approach and setting a foundation for future investment.
Lessons and Next Steps
Ian has seen firsthand how social listening can foster connections that extend beyond social media. He shares the example of a student who, after interacting with Duquesne on social media, joined the university’s orientation team and began producing social content for the school. This relationship-driven approach, Ian explains, has allowed him to identify and nurture student influencers and ambassadors who resonate with the university’s community.
For other social media managers interested in adopting social listening, Ian suggests starting small. Devote 10-15 minutes each day to listening and documenting engagement. Even a few minutes spent responding to messages, sharing milestones, and encouraging students to share more about their experiences can make a significant impact on building a connected and supportive social community.
About The Enrollify Podcast Network
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Mission Admissions and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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