Let the Tweeting Commence!

We displayed tweets on the Jumbotron before Commencement.
Photo from @uofmarywashington (Instagram).

Though other universities have been incorporating social media into graduation ceremonies for years, 2014 marked the first year that the social media stars aligned at University of Mary Washington’s Commencement. We wanted to establish a dedicated hashtag for UMW Commencement – we went with #UMW2014 – and promote “live tweeting” on the Jumbotron prior to the undergraduate ceremony. Our goals and overall strategy: engagement of parents and students prior to the ceremony generation of user generated content to populate our Commencement website in the future engagement of family members and alumni who couldn’t be present for the ceremony itself This year was in effect a pilot project for us. We had very little funding available and very little time to pull our plans together. We also had to negotiate between several different offices at every juncture. After researching companies and talking with our colleagues at other institutions, we settled on TweetWall. We … [Read more...]

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

mobile twitter screenshot

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...]