Is it even worth posting to social media anymore?

Over the past decade, social media has become an indispensable tool for any institution aiming to engage with an audience. Whether it's fostering brand loyalty, promoting products, or simply staying connected, mainstream social media platforms offer a myriad of opportunities. However, when it comes to connecting with alumni, is it still worthwhile for schools, colleges, and universities to invest their efforts in these channels?

First and foremost, the allure of social media lies in its unparalleled ability to connect people irrespective of where they are in the world. For institutions seeking to create and maintain relationships with their alumni network, platforms like Facebook, LinkedIn, and Twitter offer a convenient and accessible means of communication. According to recent statistics from Statista, as of 2023, Facebook boasts a staggering 2.8 billion monthly active users, while LinkedIn has over 700 million members worldwide. These numbers underscore the vast potential reach that social media platforms offer in terms of connecting with alumni on a global scale.

Moreover, social media platforms provide a dynamic space for alumni to engage with each other as well as their alma mater. From sharing career accomplishments to reminiscing about shared experiences, these platforms can help foster a sense of community and belonging. By actively participating in these conversations, you can strengthen the bond with your alumni, helping to cultivate a loyal and supportive network over time.

But these platforms aren’t all good news, there are inherent limitations to consider. One of the most significant challenges faced is the issue of reach. Despite the large user bases of platforms like Facebook and LinkedIn, the algorithms governing content visibility often restrict the organic reach of posts. According to a study by Hootsuite, organic reach on Facebook has steadily declined in recent years, with some estimates suggesting that only 5.5% of page posts are actually seen by followers.

This limited reach poses a considerable obstacle when you are attempting to engage your alumni network through social media. Yes, the platforms are “free”, but you still need to invest time and resources into crafting compelling content, and then there's no guarantee that it will reach the intended audience. If any other forms of communication you were using with your community were less than ten percent effective, you would think seriously about continuing to use them.

So, where does this leave your strategy to leverage social media for alumni engagement?

While the challenges are undeniable, there are approaches that can help mitigate the limitations and maximise the potential benefits.

Firstly, concentrate on quality when it comes to content creation. Instead of bombarding alumni with generic posts, focus on delivering meaningful and relevant content that resonates with their interests and needs. Whether it's industry insights, career advice, exclusive alumni events, tailor your content to add genuine value to the community, and remember to use photos, videos, or documents which will speak to their personal experiences. If the first few people who see your post pay attention to it, the algorithms will be much more likely to put it in front of more people. This doesn’t mean that you should post less often, consistency is still important for engagement.

Secondly, embrace a multi-platform approach to reach a broader audience. While Facebook and LinkedIn may be the go-to platforms for networking, don't overlook the potential of niche platforms like Instagram or X for fostering more casual interactions and engagement.

Thirdly, if you really want to reach people on socials then consider supplementing organic reach with targeted advertising campaigns. While organic reach may be limited, paying to boost engagement offers a more reliable way to ensure that your content reaches the right audience at the right time. By leveraging targeting options such as location, industry, and interests, you can dramatically increase the effectiveness of your alumni engagement efforts.

In conclusion, while mainstream social media platforms undoubtedly offer unparalleled opportunities for connection, community-building, and alumni engagement, they also present inherent challenges in terms of reach and visibility. These challenges necessitate a strategic approach to maximise the effectiveness of your efforts. By diligently navigating the complexities of social media algorithms and consistently delivering meaningful, tailored content, institutions can tap into the full potential of these platforms to nurture and strengthen relationships with their alumni.

However, it’s crucial to recognise the limitations of solely relying on social media for long-term engagement. The transient nature of social media platforms and their evolving algorithms mean that the control over content distribution ultimately lies with the platform, not the institution. This underscores the importance of diversifying your communication channels and establishing a presence on platforms that you control.

Our recommendation is to leverage social media as a powerful initial touchpoint for reaching out to alumni and fostering connections. Once these connections are established, prioritise transitioning these relationships to platforms where you have greater control over content delivery and engagement metrics. Platforms like SocialArchive offer the reliability and consistency that mainstream social media platforms may lack, ensuring that your messaging reaches alumni effectively and fosters lasting engagement.

Ready to take your alumni engagement to the next level? Book a demo with SocialArchive today and discover how our platform can help you build lasting connections with your alumni community.