Four ways to cultivate an engaged social media community

University life these days is not just about what happens on campus – it’s about the digital spaces, where students and staff connect, share and learn together. 

With that in mind, an engaged social media community is absolutely vital. It’s not just about using social media – it’s about using it correctly. Being aware of tone and ensuring content is platform-appropriate, as opposed to taking a one-size-fits-all approach, is the key. 

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Social media evolves swiftly, which makes cultivating that community challenging. New platforms emerge, while some older platforms fade or change. Take Twitter morphing into X, for example, or Instagram introducing the idea of TikTok-inspired Reels. 

So how can you keep up with emerging trends and ensure your social following remains engaged? 

Know your audience

This seems straightforward, right? A university’s audience on social media is students, potential students and stakeholders. Simple!

Except…it’s not. 

It’s crucial that you know which segment of that audience you are talking to on each social media platform. All too often, organisations post the same content across all channels and while some of this may be relevant to all audiences, most won’t be. Have a clear understanding of which demographic uses which channel and ensure your tone of voice is suitable. What and how you post on TikTok, for example, should be considerably different to how you post on LinkedIn. 

When you develop a deeper understanding of your social media audience, you put yourself in a much better position to grow and optimise your presence and, more importantly, engage with your audience. 

Create engaging content that provides value

One of the biggest factors to consider when creating engaging social media content is the value it provides to your audience. Think about how your content can be educational, inspirational and entertaining. For example, you can provide value by sharing timely tips to combat stress during exam season, promote the impact of your university’s research through short lay-person friendly videos or share authentic user-generated content that amplifies the voices of students, staff and alumni. Speaking of which…

User-generated content is – arguably – your most effective tool

Embedding user-generated content into your strategy should be a priority for anyone running a higher education-focused social media account. By user-generated content, I mean content created by current or former students, such as videos, photography or blog posts. 

This is important as it gives your audience an authentic, first-hand look at what life is like at your institution and can reinforce your university or college’s credibility, reliability and trustworthiness. After all, who is a better advocate for your institution than the people who study there?

Content of this nature can be sourced through a range of means. Perhaps a student has tagged the university in a positive post, perhaps you develop a community hashtag (we use #LifeAtUWS) or perhaps you use student ambassadors. 

Using community content gives students and staff a sense of belonging and makes your channel feel more genuine. Over time it will have a positive impact on their interactions with you and, before you know it, they’ll be tagging you across multiple channels. You’ll be developing a community of ambassadors. 

Engage, engage and engage some more

Establishing a content strategy that continually develops and evolves is important. But, engaging as your brand is equally vital. Be personable – reply to tagged posts and like comments. It doesn’t take much to let your audience know you care and can go a long way towards building brand loyalty. It also makes your account feel more human.

Similarly, make sure you manage negative comments and trolling in the right way. Using the “hide” function on Facebook and Instagram can mute negative comments. But remember, not all negative comments are ill-intentioned. Sometimes engaging with the comment in a sensitive and sensible way, either publicly or via a private message, can go a long way to achieving a positive outcome. 

It’s also worth using key word searches related to your university to engage with content that might not appear in your notifications, and to engage with location check-ins. You can also encourage interactions to help generate a response – perhaps you ask a question in the caption or add a poll to an Instagram Story. Always consider if you can add a simple prompt to increase engagement. 

Social media can feel overwhelming – but it doesn’t have to be. It’s just another way of having a conversation, and another channel on which you can promote your value. Often, it directly addresses a younger audience – one that may not engage with traditional forms of engagement. It also gives you a greater degree of control over your own message and narrative. 

It's important that you recognise its value – and its potential. 

Paul Shannon is social media officer and Andrew Murray is communications and marketing officer, both at the University of the West of Scotland.

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