It has been just over three years since we created the Tufts University Twitter account, a move that really got us thinking about social media as an asset to our existing content strategy. While we are often amazed by the community we have built over the years, its value is even more apparent and gratifying on days like Matriculation, when we really get to witness that community in action.
This year’s matriculation coverage was very community driven. For the second year in a row, we led up to matriculation by asking current students and alums to share their wisdom with the Class of 2015, from their favorite hangouts and Tufts secrets, to the things they wish they’d known as freshman. A new twist to this year’s coverage (and my personal favorite), we utilized two popular digital music services, Spotify and Grooveshark to create a back-to-school playlist based on song recommendations received via Twitter and Facebook. President Anthony Monaco even joined in on the fun.
Twitter also proved to be a valuable source for content ideas when it came to our annual same-day video coverage. A brief interaction with an incoming student led to our Getting to Know You video:
In addition to collecting the buzz prior to Matriculation with Storify and tweeting like crazy the day-of, We were also able to live-tweet the matriculation address of our new president, allowing Jumbos on campus and off to experience his first public remarks to the university community.
By far the most exciting and unexpected part of the day was when we learned that our hashtag for the incoming class — #tufts2015 — was a trending topic in Boston. This is a true testament to the success of our social media endeavors and the community that has grown around them.
Huge thanks to all who made this year’s matriculation coverage so rich and valuable. Thanks for being a part of our social media family!