Picking the Right Channel

When deciding which social media channel to use, it’s important to consider your audience, your message, your goals, and your time. Each channel offers different opportunities and challenges.


Primary Audience:

Alumni, current and prospective parents, peers, current and prospective students

Facebook is a popular free public or private social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch. Facebook offers WPI the ability to tell socially engaging stories that give a flavor of who and what we are – current students, fun things on campus, traditions, community focused events, and community service initiatives. Photos are vital to success. 93% of the most engaging posts on Facebook have a photo. Facebook has over 1.28 billion users of which 34% or 435 million are between the ages of 18 and 29.


Primary Audience:

Current students, alumni, peers, corporate partners, current parents, news organizations

Twitter is a free public social networking microblogging service that allows registered members to broadcast short posts called tweets. Twitter is current time and very popular with 25-44 year olds. Twitter can be used to announce events, reach out to corporate partners, and highlight individuals, research, our campus, and traditions. 85% of twitter users feel more connected to a brand after they follow them. Engagement is key, handles simply can’t just update. Strategic retweeting and effective replying help with the personal nature of Twitter. Twitter has 255 million active users of which 198 million are on mobile devices. 29% or 74 million of these users are between the ages of 15 and 34.


Primary Audience:

Current students, prospective students, peers

Instagram is a free online photo sharing and social network platform that allows member- users to upload, edit and share photos with other members. Instagram's editing features include various digital filters, one-click rotation and optional borders. Photos can be shared on one or several social media sites at once with a single click. Instagram is all about beautiful photos, hashtags, and tagging. Text can be long or short. Instagram is entirely on mobile devices. Content can appeal to current students, alumni, corporate partners, and prospective students – retention, advancement, reputation, and recruitment. Instagram boasts 200 million active users, 98% are on mobile devices. 83% of posts contain hashtags. 34% of 14-34 year olds use Instagram.


Primary Audience:

Alumni, current and prospective parents, corporate partners, peers, news organizations

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally. Network members are called “connections.” Unlike other free social networking sites like Facebook or Twitter, LinkedIn requires connections to have a pre-existing relationship. LinkedIn has 300 million users of which 30 million are college students or recent graduates. There is a business focus to this channel positioning LinkedIn as the professional social network.

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