In Oct. 10, 2013, the University of Wyoming launched its first institutional Facebook page (facebook.com/uwpride). Within 24 hours it reached 5,000 likes, and within the first few weeks it surpassed 14,000. The growth has continued unchecked. UWyo Magazine chatted with Website Strategist Lisa Sherrodd about the response:
What motivated the new Facebook page?
We had a lot of requests for an official UW Facebook page. There are currently more than 300 UW-affiliated social media sites, including alumni, foundation, admissions and athletics, but for the institution as a whole, we did not have one. Social media is one of the primary forms of communication today—and surprisingly, not just for young people—because it is a form in which people can really engage versus having a one-way conversation.
What kind of conversations are occurring on Facebook?
Facebook should be fun and informational at the same time. Thus, we run a variety of contests, promotions and “did you know” quizzes. And, of course, we share news articles and promote upcoming events. But what people really like is to see the campus. We have wonderful photos that people are submitting to us daily—photos of the snow, a sunrise, Prexy’s and more. These posts usually receive a tremendous response.
What’s your ultimate goal with the Facebook page?
Because of how our various audiences communicate today, traditional forms of marketing are not effective enough on their own. Traditional marketing is a one-way conversation, while Facebook allows for a two-way conversation. Facebook is like a community. You know how it is when you go to college and you meet your roommate, and your roommate introduces you to a friend, and pretty soon you have this lifelong friendship. Facebook is the same way only across a broad range of ages, gender and demographics. People are posting on here from China who have a connection to the University of Wyoming. Facebook allows UW to engage with people we otherwise wouldn’t even know had a connection or an interest in the university. It truly is one of the most effective ways to engage with all of our audiences in one communal place—and at times all at one time!