Ask any college student about social media, they’ll tell you that it’s an integral part of their school experience, both on and off campus. Social media marketers already understand the importance of tailoring messaging for audiences and focusing on the platforms that their audience consumes the most, but for colleges and universities it’s goes a little beyond that.

This week at #SproutChat, we were joined by Sprout All Star, Phil Hughes of NYU Admissions, to chat about where schools ideally allocate social efforts and the types of content that compliment an institution of higher education’s messaging.

Craft Content With Audience in Mind

It’s important to share content that will resonate with your audience and ensure that you’re delivering your institution’s messaging effectively. Depending on the platform, try exploring video and images and see what performs best.

Gain Interest of Senior Leadership

Show senior leadership how other colleges, universities or brands use social to boost recruiting. Get them involved in the process to show prospective students what can’t be shown in glossy recruiting print materials.

Focus on Authenticity

Remember the audience that you’re communicating with. Keep your social platforms conversational and play with posts featuring less copy and more visuals to better capture your audiences attention.

Target Audiences Means Separate Accounts

Not all messages can or should be published from general accounts. If you’re looking to give prospective students an inside look into your institution or, for example, have a robust athletics program to promote, creating separate social accounts can be useful.

Be sure to know your objectives with each audience before creating accounts specific to them and line up your strategy.

Tune in to #SproutChat next Wednesday, 9/27 at 2 p.m CT, to talk about effective actions during a social crisis. Until then join our Facebook community to interact with other folks in the industry.