This project focused on exploring how WWU could enhance student engagement on social media through user-generated content (UGC). The research involved analyzing WWU’s current social media performance, benchmarking against peer institutions, and proposing strategies tailored to student engagement and institutional goals
View Full ReportI conducted a comprehensive evaluation of WWU’s social media platforms, focusing on engagement metrics like follower growth, post interactions, and platform-specific trends. Benchmarking against similar universities such as UC Davis and Cal State Monterey Bay provided insights into successful UGC practices. To complement this, I reviewed existing UGC initiatives at WWU, such as the hashtag, WWUBound, and explored potential collaborations with campus organizations to diversify content.
The analysis revealed that WWU’s Instagram excels with event-driven posts, such as commencement content, which regularly garners high engagement. However, TikTok underperformed compared to peer institutions, with significantly lower follower ratios. Peer universities achieved stronger engagement by embracing trend-driven, visually compelling content. Additionally, WWU’s limited UGC policies hindered the scalability of student-led content initiatives, despite their proven success with individual campaigns.
The research also highlighted the value of structured student involvement models. Paid student media specialists, as used by institutions like UC Davis, deliver consistent, professional-quality content, while partnerships with campus groups could enrich WWU’s content offerings and foster community involvement
To address these gaps, I proposed:
Strengthening UGC efforts by encouraging students to share authentic content that reflects their campus experiences
Establishing a paid media specialist team to ensure consistent, professional-quality content tailored to platform-specific trends.
Collaborating with campus groups to diversify content and build a stronger sense of community.
Developing clear UGC policies to support student contributors and maintain content standards..
The final recommendations provided WWU with a roadmap to better align its social media strategy with audience preferences and platform best practices. By focusing on authentic, trend-driven content and leveraging student voices, WWU can improve engagement and strengthen connections with current and prospective students.
