Winter 2015-2016 – Alumni Twitter Outreach

Twitter is not only a powerful tool for discussion and interaction but a vital marketing channel for schools to engage with valuable, tech-savvy consumers in real time. This Alumni Monitor Report dives into the current best practices for how colleges and universities use Twitter to reach and engage alumni, highlighting those schools’ main and alumni-focused Twitter profiles that stand out from the pack.

In particular, this report breaks down leading Twitter profiles by analyzing the following:

  • Page design – Engaging Twitter profile layouts
  • Content – Valuable and relevant posts for alumni
  • Overall promotion – Publicity of accounts and leveraging of content on main university websites

Universities take various approaches to profile design. The majority of Twitter profiles we analyzed clearly identify “Alumni” in their profile images, and their banner images include recognizable campus vistas or groups of people. Many of the profiles in this report maintain an alumni-focused or alumni association Twitter presence. To best leverage Twitter, universities should interact with their other Twitter profiles such as athletic teams and specific schools within the university. Based off the profiles reviewed, we found that content on one Twitter account is not irrelevant to other accounts at the same school, regardless of targeted audiences. Each school profile should also tweet at the other official Twitter handles when applicable.