As a college or university, you likely have a Twitter account. But what are you using it for? If it's simply a depository for content you're mimicking from other platforms, there's some room for growth. With the right team, the right strategy and the right content, you can enhance what you're doing on Twitter to maximize your results.
Here are a few ways higher education brands can invest in Twitter.
There's a lot more to getting responsive feedback from your audience on Twitter than simply posing a question in your tweet. If your college or university isn't utilizing the poll feature of the Twitter platform, you're not meeting its fullest potential. Twitter polls can generate a lot of user interaction since they can be shared through retweets. So the next time you're considering a crowd-sourced response—whether it's selecting a new college t-shirt design or querying whether followers have registered for classes yet or not—try a multiple choice one that's as simple to respond to as a click of a button.
A hilarious hashtag is all well and good, but are you tracking trending hashtags on a daily basis? One of the best ways to boost engagement, particularly when you're in the midst of promoting an event, such as a major sporting event or homecoming week, is to watch the trends. See which hashtags are having a moment on a given day, investigate whether it's appropriate by sourcing other tweets on the hashtag and post content in real time. A major part of being successful on Twitter is paying attention in the moment—not everything can be pre-planned.
Brands with the most receptive, young followings on Twitter tend to have a good sense of humor in their content. While walking the fine line between collegiate/academic and fun/relatable can be difficult, find ways to inject lightheartedness. This is especially important in how you reply to mentions—and yes, you should reply to them as often as possible. Say someone tweets at you asking, "is your biology online course hard, or...?" Reply with good humor, valuable info and a call to action.
Just like any other social platform, Twitter features a tool to monitor your results to measure whether your efforts are having an impact. (This is where the assistance of a professional digital strategist can come in handy.) Twitter Analytics can give you a better sense of the best times of day to hit up your target audience, which tweets are resonating most with your Gen-Z end users and which demographics (i.e., interests, regions, etc.) are responding most to your messages. Give yourself something to check against!