Purdue University Social Media Engagement Strategy

This case study outlines Purdue University's approach to enhancing social media engagement, which has resulted in a 24% increase. The Digital Engagement team, established in 2019, focuses on storytelling and connecting with students through various platforms including Facebook, LinkedIn, Instagram, and Twitter. The team utilizes Sprout Social as a central tool for social listening and reporting, allowing them to analyze post performance and engagement metrics. They emphasize the importance of interaction over follower count, aiming to create meaningful connections with their audience. The team also monitors campus conversations and brand health through Sprout's Listening feature, enabling proactive crisis management. Additionally, Purdue has implemented an ambassador program that empowers students to contribute to their digital presence. The Digital Engagement team employs a structured tagging system for content management and reporting, facilitating collaboration and ensuring a consistent brand voice. Their efforts have led to significant engagement metrics, positioning them for future growth in their social media initiatives.