What’s in a Name? Changing the Username of a University Social Media Account

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When it comes to names, Shakespeare and I can agree to disagree. To me, names are important. They signal for us what is at the core of an object or thing. For people, our name can become part of our personal brand. And for universities, names are central to recognition and loyalty. Sometimes, objects outgrow their original names. In our case, our central university account, @UMWnews, needed a virtual name makeover. But first, a little background. UMW first created a Twitter presence in October 2009 (eight months after joining Facebook), primarily as one more platform to disseminate information about news and events on campus. The name @UMWnews fit at the time. Nearly five years later, after reflecting on the purpose of the account and about our larger social media strategy – think meaningful engagement with all of our university audiences – we decided that @UMWnews no longer was the best fit. Why we changed the name: to better speak to our audience (our followers are … [Read more...]