Social Strategy: How ATSU Bridged Departmental Divides to Build a Unified Social Media Presence

Social Media Strategy: ATSU
Member Exclusive

ATSU's approach to unifying its social strategy across departmental divides has yielded an 879% increase in organic reach on Facebook.

by Anne Ackroyd, Public Relations Specialist, A.T. Still University

Over the past year, while most public pages have seen a significant decrease in organic reach on Facebook, A.T. Still University (ATSU) has seen an 879% increase (comparing June 2017 to June 2016). One of the major factors in ATSU's success has been an innovative, university-wide social media committee, developed to overcome departmental divides and build a more unified social media presence.

In early 2017, ATSU’s marketing team determined that the quantity of university-affiliated social media pages was undermining the institution’s reach and engagement. This problem is not unique to ATSU, a small graduate health sciences school of about 3,000 students. A quick search on Facebook for your alma mater will likely reveal dozens of pages that bear some variation of the institution’s logo. The problem stems from the silo mentality that plagues higher education. Faculty, staff and students often identify strongly with their area of study, rather than with the institution as a whole.

In addressing this issue, ATSU developed a replicable model for a social media committee tailored to the needs of higher education.

We hope you’re enjoying this read. The full text of this article or report is complimentary for Academic Impressions members. to read it!

If you're signed up to receive our Daily Pulse, but your institution does not have an active membership, you won't have access to this article.


An Academic Impressions membership provides multiple users on your campus with unlimited access to exclusive reports, research briefs, hundreds of free webcasts and online trainings, and discounts on conferences. Learn more about membership and get unlimited training and reading for you and your team today.