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Establishing an Alumni Association’s
Brand on Social Media
Rebecca Vander LindeAlumni Communications Coordinator
&Traci Crockett
Director of Alumni CommunicationsAmerican University
About American University
• Private, coeducational, liberal arts institution in Washington, D.C.
• 12,000 students from 130 countries and all 50 states
• 115,000+ alumni in 140 countries
• Politically active student body1
• 88 percent of undergraduates participate in an internship
• 1,904 students major in international studies—the largest U.S. undergraduate program, and AU is a top producer of Fulbright scholars2
1. Princeton Review, "The School with the Most Politically Active Students? American University," IN Blog (blog), 08 24, 2012, http://in.princetonreview.com/in/2012/08/the-school-with-the-most-politically-active-students-american-university.html.
2. "Top Producers of U.S. Fulbright Students by Type of Institution, 2012-13," The Chronicle of Higher Education (blog), 10 28, 2012, http://chronicle.com/article/Top-Producers-of-US/135454/.
Facebook Cover Photos
Cover photos throughout the year reflect our brand and our office’s major initiatives.
Social Media Content Strategy Overview
Develop a distinct voice and tone and use it across all social platforms.
• Our tone: conversational, upbeat, casual but professional
Find topics that resonate with your alumni base.• Alumni events• School news/updates• Alumni in the news• Anniversaries• Nostalgia and traditions• Universal student experiences• Images of campus
Don’t just post. Engage with alumni on social media.• Ask questions• Interact with and respond to alumni, when appropriate
Social Media Ambassadors
Participants in the Alumni Social Media Ambassador program help generate positive buzz about AU and the alumni association online.
• Like, comment on, share, and retweet posts from alumni social media.
• Tweet from alumni events and encourage others to do the same.
• Post photos from events on Facebook and Twitter.
• Participate in and promote online alumni events like Twitter Town Hall events with President Kerwin.
• Encourage their alumni network to follow alumni social media accounts.
• Initiate and join discussions on the AU Alumni LinkedIn group.
Twitter Town Hall
The town hall gives social media ambassadors a chance to interact with the president.
Our social media ambassadors participate in our Twitter Town Halls as part of their volunteer duties.
ROI for social media staff time
6,555 likes +4,835 [381%] since May ’12
195 unique alumni like, share, or comment on a post each week
3,632 followers +1,791 [197%] since May ’12
41 retweets or mentions per week
16,114 members +4,806 since May ’12 228 new members per month
3,174 photos 87,922 lifetime photo views
Questions?
twitter.com/AmericanUAlum
facebook.com/AmericanUAlum
American University Alumni
flickr.com/AmericanUAlum
Contact Us
Traci CrockettDirector of Alumni Communications
[email protected] @tracicrockett
Rebecca Vander LindeAlumni Communications Coordinator
[email protected]@rfvanderlinde
THANK YOU!