Nostalgia works: Bears and bells drive engagement 31% a year with college social posts

It’s an old PR and marketing lesson – people buy when they feel good about what they’re buying. As such, it is the responsibility of companies and organizations to establish and maintain good relationships with stakeholders and potential stakeholders. Sometimes the peppery communication about colleges and universities with nostalgia, history and mascots reinforces the positive feeling about them.

Since for many schools the new term begins in August, Shareablee powered by Comscore has been tracking academic-themed social posts for us.

In data provided exclusively to PRNEWS, consumer engagement with college and university social posts increased 31% year-on-year. The period examined was June 25 to July 25, 2021 and this year.


In the charts below, consumer engagement is listed as actions, which are defined as the sum of likes, shares, and comments a post receives.

Shareablee tracks posts with words like apply, apply, visit, visit, contact, admissions, and admissions.

As you’d expect, top themes included schools touting their campuses and offering virtual tours, providing application information, and highlighting favorable data and rankings, says Comscore analyst Madison Busick.

Across Facebook, Instagram, and Twitter, there were 537,000 consumer actions, more than half (358.2,000) of which were on Instagram.
Most action on Instagram
However, the two most effective positions had only tangential links to admissions.

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