In the ever-evolving landscape of alumni engagement, where the echoes of past achievements mingle with aspirations for the future, major social media platforms have emerged as both a blessing and a curse. From Facebook to Twitter/X, LinkedIn to Instagram, these digital behemoths offer unparalleled opportunities for institutions to connect with their alumni base.

Yet, amidst the allure of likes, shares, and retweets, lies a nuanced reality, one characterised by declining popularity, diminishing engagement, and a myriad of challenges that threaten to undermine the very foundations of alumni outreach efforts.

As we look to explore the intricacies of using these major social media platforms for alumni engagement, it becomes imperative to confront the negatives as well as the positives, the promises, and pitfalls, that accompany this digital frontier.

Recent Data

Recent statistics paint a revealing portrait of the shifting tides within the realm of social media engagement. While platforms like Facebook and Twitter once reigned supreme as bastions of digital connectivity, their popularity has waned in recent years.

According to a report by Edison Research, Facebook experienced a decline in usage among American users aged 12-34, with 62% reporting that they had taken a break from the platform at some point [1], and 34% of Britons reporting that they feel social media has a broadly negative effect on their mental health [2]. Similarly, recent controversies have seen X/Twitter's global active user numbers decline rapidly with a decrease of 14.8% in the twelve months to September 2023 [3].

These downward trends underscore a fundamental shift in user preferences and behaviour, one that poses significant challenges for schools, colleges, and universities seeking to leverage these platforms for alumni engagement.

Reach & Visibility

At first glance, major social media platforms offer a tantalising array of benefits for alumni engagement efforts. With billions of users worldwide, these platforms provide unparalleled reach and visibility, allowing institutions to connect with alumni across continents and time zones. Moreover, the interactive nature of social media facilitates real-time communication, fostering a sense of community and belonging among dispersed alumni populations.

According to a survey conducted by the Council for Advancement and Support of Education (CASE), 76% of alumni professionals believe that social media is effective for engaging alumni and building connections [4]. However, beneath the surface lies a labyrinth of challenges that threaten to undermine the efficacy of these efforts.

The Challenges

Privacy concerns, algorithmic biases, and the proliferation of fake news represent just a few of the hurdles that institutions must navigate when relying on these major social media platforms for alumni engagement.

According to a study by the Pew Research Center, 79% of American adults are concerned about the amount of personal information that is collected by social media platforms [5]. Whilst at a state level the US House has recently passed legislation that could see TikTok banned nationally [6]. Moreover, the algorithmic nature of content dissemination can result in echo chambers and filter bubbles, preventing alumni from ever actually seeing your messaging, let alone engaging in meaningful dialogue.

In the era of misinformation and digital distrust, institutions must tread carefully, balancing the benefits of social media engagement with the inherent risks.

The Solution

Amidst the complexities of using major social media networks for alumni engagement, institutions must adopt a nuanced approach that acknowledges both the positives and negatives of these platforms. While the reach and accessibility of social media cannot be ignored, it is essential to supplement these efforts with alternative pathways to engagement.

From dedicated alumni portals to virtual events, institutions can cultivate digital spaces that prioritise authenticity, privacy, and community. By leveraging emerging technologies and embracing innovative engagement strategies, institutions can navigate the shifting landscape of alumni engagement with confidence and resilience.

SocialArchive provides a platform which integrates seamlessly with social media networks to hunt for alumni, but then brings them back to a private, controlled space in order to build and strengthen relationships, thereby utilising the reach of these networks whilst mitigating a lot of the risks.

Book a demo here or reach out to us at info@socialarchive.com to find out more.

Sources:

1. Edison Research. (2023). The Infinite Dial 2023.

2. YouGov (2024). How social media has affected the mental health of Brits.

3. The Deep Dive. (2023). Elon Musk Pushed So Many People Away From Twitter That There Are At Least Two Studies About It.

4. Council for Advancement and Support of Education (CASE). (2022). Alumni Engagement Survey.

5. Pew Research Center. (2022). Social Media Fact Sheet.

6. BBC News (2024). US House passes bill that could ban TikTok nationwide.