Social Media Marketing
Case Study: How can you build brand identity through Social Media?
The Problem.
Brigham Young University – Hawaii Seasider Activities specializes in planning and executing dances and other fun interactive events for students of Brigham Young University – Hawaii. However, it had come to my attention that students were unaware of the department and its identity, which led to a decrease in student engagement at events. If Seasider Activities was able to build its departmental representation and identity, then there might be greater engagement and loyalty from students.
The Solution.
We live in a culture where audiences turn to social media to be able to learn about and understand brands. After conducting social media research and testing different types of content, I was able to come to a conclusion that the students love to engage with content that represents them. This finding made me realize that the department identity did not belong to the events or our team, but to the students and the community that we are inviting them to be a part of.
Because of this, I began an effort to build our Instagram page so that as a cumulative, it contributed to student involvement, student representation, and promotional information. This was accomplished by creating content that was not only of high quality, but connected with the student audience to build department identity and student loyalty.
The Outcome.
Comments like these are indicators of the success that changing our social media strategy has had. Overall, average engagement has increased by 25% and average reach by 47%. We have noticed an increase in students tagging our account into their stories and posts as well. We can conclude that our implementation has been successful, as students are now able to identify Seasider Activities as the event department that they personally are a part of.