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What You Need to Know about Social Media Audits for Higher Ed

Posted Under: Social Media
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Unlocking Strategic Insights for Distinguished Campus Engagement

Here’s something that’s about as exciting as finding the last piece of your favorite puzzle: the social media audit. You know, it’s that moment when you put on your detective hat and dive deep into your university’s social channels. 

But here’s the twist: it’s not just about sleuthing around. It’s about understanding your audience like you’ve known them forever, picking up on those subtle cues that make them tick. Think of it as your backstage pass to crafting content that resonates – not just for likes and shares, but for building meaningful connections.

So, if you’re ready to find the missing piece of your university’s digital story, let the social media audit be your wand. Today we are covering some examples to show you what conducting a social media audit could do for your brand, then we’ll dive into our favorite tools, key recommendations and best advice.

Why You Are Overdue for a Social Audit

If you are here, it’s time to roll up your sleeves and give your university’s social media strategy the spotlight it deserves. A social media audit isn’t just a fancy term; it’s your golden ticket to uncover the gems hidden in the digital nooks and crannies of your institution’s online presence. 

Picture this: your social channels are like a canvas, waiting for your artistic touch. But before you dive in with those creative brushstrokes, you need to step back and appreciate the bigger picture. A social media audit lets you do just that – it’s your compass, helping you navigate the ever-evolving landscape of student expectations and engagement trends. 

So whether you’re a seasoned marketer or a fresh face in the higher ed arena, a social media audit is your secret weapon. It’s the fuel for your strategy’s engine, the wind beneath your content’s wings. It’s time to set the stage for your university’s digital triumph.

Social Audits Can Revitalize Alumni Engagement

Your audit could be the key to understanding alumni engagement.

For instance, in the face of challenges with engagement and fundraising, Texas Exes, like so many of its alumni peers, recognized a poignant need to reconnect with its cherished community. However, even with a robust foundation, the institution found itself wrestling with the complexities of a decentralized university culture.

With an eye on holistic transformation, Texas Exes joined forces with Convince and Convert to embark on a journey of discovery. They orchestrated an attitudinal survey, meticulously peeling back the layers to expose the heartfelt sentiments and dreams of their alumni. From this canvas of insights, personas emerged, strategies unfolded, and content ideas flourished – all masterfully designed to hit home for their alumni.

Perhaps the most striking revelation was the alumni’s appetite for enriched professional engagements, spanning networking to mentoring. As the world grappled with the pandemic’s effects, a strategic pivot towards virtual events took center stage, revealing lots of opportunity.

Enter the collaboration with Graduway, a platform fostering private social networks. Under the skilled hands of Convince & Convert, this vision came to life in a mere six weeks, culminating in Texas Exes’ triumphant launch. The ripple effect of this venture was profound and spread across the university ecosystem, fostering a sense of shared accomplishment.

The crowning achievement? A recalibration of plans across service areas, harmonized with the very aspirations unearthed in the survey. Texas Exes celebrated a remarkable milestone – a flourishing community of over 8,000 users, a mere four months after unfurling the virtual networking tapestry. This accomplishment not only marked a zenith in higher education but also provided Texas Exes direction to navigate its future, driven by the wisdom of an engaged alumni collective.

How Convince and Convert Elevated a University’s Social Media Game Using an Audit

Imagine a distinguished university, committed to nurturing brilliant minds and fostering an environment where excellence reigns supreme. Sensing the pivotal role of staying at the forefront of the social media game, this institution’s journey took a transformative turn.

Then came Convince and Convert, armed not just with expertise but a suite of cutting-edge tools. With meticulous precision, they orchestrated a sweeping competitive analysis, pitting the university’s vital alumni social media channels against five formidable contenders. The ultimate litmus test? Benchmarking against the crème de la crème of the higher education landscape.

The insights were stellar with a panoramic view of the university’s current foothold and a roadmap charting the course towards its future aspirations. Convince and Convert went truly above and beyond to deliver next-level recommendations for this institution’s path of evolution.

Navigating the Competitive Landscape on Social Media

The path to brilliance starts with pinpointing your competitive set. 

Don’t try to encompass every institution within a hundred-mile radius; it’s about being targeted. Select around five competitors that align with your university’s unique attributes. Look for a common thread – whether it’s size, revenue goals, specialized strengths, or geographical presence.

Remember, the goal isn’t to mimic your competitors; it’s to stand out and forge your distinct identity. This is your competitive set, your group of worthy adversaries. In this realm, less is more – don’t overcomplicate or overthink.

Sunny Hunt


“My biggest piece of advice for higher ed organizations looking to do a higher ed social audit is be really specific about who the competitive set is. Everybody can’t be your competitors — every public university or every private university in the western United States can’t be Stanford’s competitive set.”

Sunny Hunt, Strategist, Convince and Convert

Recommendations That Resonate for Higher Ed Social Audits

Performing a social audit? Here is what you should get out of it:

Audience Personas and Indicators: The key is to unearth opportunities by identifying gaps. Dive deep into audience personas across social channels. Understand your audience’s preferences, needs, and behavior through tools like Sparktoro. This isn’t just about having followers; it’s about cultivating meaningful connections.

Enhancing Internal Processes: Your internal team processes for integrating social media need to be seamless and well orchestrated. Define roles, responsibilities, and workflows. Everyone should be on the same page when it comes to social media usage.

Editorial and Messaging Pillars: Develop editorial and messaging pillars that reflect your institution’s essence. Craft content that aligns with your core values, themes, and goals. This isn’t just about posting content; it’s about telling a compelling story that captivates your audience.

Metrics Tracking and Templates: Establish clear metrics that map back to your objectives. Are you aiming for increased engagement, elevated brand awareness, or something else entirely? Tools like RivalIQ offer channel analytics, helping you track performance against competitors. This isn’t just about posting content; it’s about measuring impact.

Tools for a Comprehensive Higher Ed Social Media Audit

Curious about the magic wands our Convince and Convert strategists wield? Well, here’s a sneak peek into the toolkit they rave about:

RivalIQ: Picture this as the crown jewel of social measurement tools. It’s not your regular analytics platform; it’s a treasure chest that opens to reveal not only channel insights but also the covert strategies of your contenders. Prepare to unravel what’s hitting the high notes and why, all set to the backdrop of your institution’s ambitions.

Sparktoro: Ready to take a plunge into the psyche of your audience? Enter Sparktoro, a compass leading you through the labyrinth of audience demographics, preference, and needs. It’s like a guiding lighthouse piercing through the digital fog, illuminating the path for your content strategy.

Airtable or Asana: Wrangling content creation has never been smoother, thanks to these organizational powerhouses. Picture them as your behind-the-scenes maestros, seamlessly coordinating a flawless content calendar, delegating roles with finesse, and guaranteeing a continuous flow of compelling content that truly strikes a chord.

So there you have it, a glimpse into the toolbox that fuels the genius behind Convince and Convert’s strategies. You too can arm yourself with these gems and elevate your institution’s digital narrative to new heights.

Let Us Know If We Can Take on Your Next Social Media Audit

Venturing into the world of a social media audit is far more profound than simply firing off updates into the digital abyss. It’s about striking chords with your audience, masterfully weaving a narrative that leaves a mark, and propelling yourself ahead with strategic finesse. This journey is all about spotting openings amidst challenges, honing your internal processes to perfection, and letting the guiding light of data illuminate your way.

So, gather your team, unleash the tools at your disposal, and wholeheartedly embrace your competitive realm. The proof is in the pudding: at Convince and Convert we have proven social media isn’t a riddle but an opportunity that beckons. Here’s to carving out your digital legacy! 

If you would like help with your team’s social media audit, reach out to us to connect with a C&C strategist.

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