WSU Social Media Growth Strategy
Maximizing Graduate Program Applications through Digital Marketing
Challenge
Increase graduate program applications through improved social media engagement and reach while establishing industry leadership position.
Approach
Implement data-driven content strategy focusing on student success stories and strategic posting schedules.
The Story
The Beginning
When WSU's graduate program first approached us, their social media presence was minimal. Despite having excellent programs and successful alumni, their digital footprint didn't reflect their true potential. Initial analytics showed sporadic posting and limited engagement, with most posts reaching only a fraction of their target audience.
"We knew we had great stories to tell, but we weren't reaching the right people at the right time."
- Program Director
The Turning Point
Our first major breakthrough came when we implemented a content calendar focused on student success stories. By highlighting real experiences and achievements, we saw immediate improvements in engagement. The authentic storytelling approach resonated with prospective students and began generating organic sharing within the academic community.
"The moment we started sharing real student stories, everything changed. People started seeing themselves in our content."
- Social Media Manager
The Journey
Over the next three months, we implemented a comprehensive strategy that included:
Phase 1: Research
Deep dive into audience behavior, competitor analysis, and content audit to establish baseline metrics and identify opportunities.
Phase 2: Implementation
Developed content guidelines, established posting schedules, and trained team members on new tools and processes.
Phase 3: Optimization
Continuous monitoring and adjustment of strategy based on performance metrics and audience feedback.
Key Learnings
What Worked Well
- Student-centered content strategy
- Consistent posting schedule
- Data-driven decision making
- Authentic storytelling approach
Challenges Overcome
- Initial content creation bottlenecks
- Coordinating with multiple departments
- Building a consistent brand voice
- Maintaining engagement during off-peak periods
Methodology
Data Analysis
Real-time data analysis to identify optimal engagement channels.
Content Strategy
Increased posting frequency to 4x weekly.
Timing Optimization
Strategic post timing based on audience activity analysis.
Implementation Tools
Canva
Visual content creation and templates
Adobe Suite
Professional media editing and design
Excel
Content calendar and analytics tracking
Results
Growth Metrics
Key Achievements
40% Increase
In accounts reached
80% Follower Engagement
Of total interactions
120% Growth
In total views