Henley students social media engagement

Alina Maroukian, Henley Business School                                        a.maroukian@henley.ac.uk                                                                                                              Year of activity: 2016/17

Overview

A group of Henley Business School students supported the digital marketing team by creating content for social media use and providing social media support at key events. By creating social media content the students helped improve engagement on Henley Business School’s social channels and helped provide a student voice. At the same time, they gained work experience and developed their skills.

Objectives

  • To build their understanding of social media marketing through practice
  • To enhance their collaboration and prioritisation skills
  • To improve engagement on all social media channels, especially at key events
  • To provide our social media channels with more of a student voice.

Context

The activity was undertaken to assist the Henley Business School Digital team and simultaneously to provide students with valuable work experience and the opportunity to gain a reference as a result of their efforts.

Implementation

The Henley Business school digital team provided students with training on the digital Sprout Social platform and provided guidance for posting content. Students were provided with support at every stage of the process and they were provided with additional equipment, when necessary (such as tripod, portable battery pack, ipod, etc) at Henley Business school events. We asked students to keep a simple record of the activities they did on a spreadsheet (template provided to them) and requested they do 3 pieces/ week– where a publishing a post, or acquiring a testimonial from a fellow student or taking part in live-tweeting would constitute 1 activity. We gave them the tools to do this in the time that suited them best and always ensured their studies came first. The 3 pieces/ week was a rough guide of average to do and we kept it flexible so that exam times / holidays were given as exceptions.

Impact

The main objective was to improve our social media performance and to promote our student voice more. On Twitter the student helpers reached 4.2k and had 31 engagements. On Instagram they had a 12.3k reach and 748 engagements. This drastically helped show a more relatable social media student presence on Instagram and Twitter.

Reflections

Having students help with social media did prove to be very successful as it helped increase engagement on our channels but also gave them opportunity to develop their skills. The key was that, after initial digital training, the students were provided with a level of flexibility with their content and working hours. The activity could be taken further and if students were provided with hourly pay this might provide more motivation and lead to an increase in the amount of social media student posts, as well as a higher quality within their work. By an increased amount of posts they would help increase our social media presence even further and improve our engagement levels. Also, we could enhance their input by training them further on content production.

Follow up

We are looking into the possibility of using Campus Jobs to hire students for ad hoc work similar to what was done in 2016-17, as it proved to be successful. We will be adding content production to the type of work they can take part in as their input last year revealed that there is an interest. This is for on-the-go videos and photos on a mobile device but with training for optimum results.

Links

https://www.instagram.com/p/BSLlchAj8ii/?taken-by=henleybschool
The above video was taken by Henley Business School students and it received 2,190 views on social media. Other examples include:
https://www.facebook.com/pg/HenleyBusinessSchool/videos/?ref=page_internal
https://twitter.com/HenleyBSchool/status/837038728753397760
https://www.instagram.com/p/BTWNRlxjP7d/?taken-by=henleybschool
https://www.instagram.com/p/BRnuXXxD9ph/?taken-by=henleybschool
https://www.instagram.com/p/BQlhsD3jecs/?taken-by=henleybschool
https://www.instagram.com/p/BQDNMOzh4Ju/?taken-by=henleybschool
However this is only a sample, the work was spread out throughout the academic year 2016-17.

 

 

This entry was posted in Henley Business School, PLanT Projects, Student Engagement and tagged , , , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *