It’s an age-old (in social media time) and still relevant question – “what do we tweet?” The easy answer is, “something that’s useful, valuable, and fun for your audience.” For a specific example of a Twitter account that covers those three things and more, check out Syracuse University’s @WorkingOrange. The @WorkingOrange Twitter account is run by Syracuse’s Career Services department and is awesome, because…
First, it provides valuable information about a hot topic, especially for younger grads. Those of us who work in higher ed know there’s a lot more to a four-year degree than simply landing a job. That said, it is a big reason why many people attend college. Which means, finding a good and rewarding job is part of the “product” that colleges and universities offer. And successful brands provide
adequate stellar customer service around their products. In large part, that’s what this Twitter account amounts to for Syracuse grads – a customer service channel to help fullfil that promise of meaningful work following graduation.
Two, it is highly engaging and interactive – lots of retweets and mentions. It might seem trivial to some, but to your most active and influential social media followers it is not – validation matters online.
When you think about it, we all like to be validated. Some of us at work, others by our families, others still by our friends and social circles. For those of us who spend a lot of time conversing on social networks, we also seek validation in our social media communities. @WorkingOrange provides that validation by truly communicating with the account’s followers. That activity matters, because it builds and strengthens relationships with supporters, which increases the likelihood of them becoming life-long supporters.
Three, it has personality! Most successful Twitter accounts have personality. Just have a look at the following tweets…
Some Twitter accounts – @DeptofDefense, for example – need to be a bit more serious, most of the time. (Although even the Department of Defense can find appropriate ways of having fun on Twitter) But for the majority, it’s important to fit the attitude and style of the social network. For Twitter, that’s (hopefully) quick-witted, courteous, upbeat, useful, and timely. @WorkingOrange is all of those things and more.
Wanna talk more about social media for higher ed? Contact BWF’s Director of Interactive Communication Justin Ware by clicking here.