The way students are using social media has also shifted. Previously we saw peaks early in the day and after work, school, etc. Now we are seeing peaks in the late afternoon, with the rest of the day also being consistently higher than normal. And device use across Google is showing more impressions being served on mobile devices as students move away from working on laptops to browsing on phones and tablets.
And it’s not just organic posts you need to consider. Our data scientist noticed a positive uplift in performance on a particular South West University’s Twitter. When looking closer, their content performance hadn’t increased massively, instead the content that is driving the spike in engagement was due to them retweeting Government department best practice guidelines.
What this shows? That getting the right content out there is more important than ever - and when you do, the connection students have with institutions continues to strengthen at this turbulent time (take a look at Middlesex University for example, galvanising their community with their student-led Spotify playlist).
But for institutions it’s important to consider both organic content and retweeted/paid content strategy. Just because you can’t offer scientific advice or official updates and reassurance, doesn’t mean you can’t retweet those who can. We know students are worried about the NHS, and universities have the unique opportunity to voice their solidarity to the stay at home movement or #ProtectTheNHS, and students will listen and connect.