CASE STUDIES TOPICS  Residential Networks (ResNet) Student Engagement

Case Study

Supporting Diversity-Based Strategic Priorities
November 30, 2017
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Clemson University’s Strategic Priority #4 states that Clemson will “increase diversity all across campus” and “enhance resources for the recruitment and retention of top talent from all racial groups and socioeconomic backgrounds, with special focus on under represented minorities.” Strategies for achieving this goal include “incorporating the ideas of diversity and inclusive excellence into education and training.” To promote diversity efforts, Clemson’s Office of Inclusion and Equity hosted a Men of Color National Summit. The summit’s mission was “Closing the Achievement Gap for African-American and Hispanic Males” and brought together high school and college students as well as community leaders and organizers.

During the inaugural summit in 2017, over 2,000 participants attended from across the U.S. To promote social media conversations during the summit, Clemson encouraged participants to use the hashtag #ClemsonMOC in their Instagram and Twitter posts. Clemson also created a Facebook event page and posted frequently to keep followers up-to-date. The university wanted to ensure the social media posts from the summit were as visible as possible to promote the summit’s diversity-based goals, and to showcase the successful event to prospective students and other external sources.

“We appreciated the additional advertising that displaying the social media feed on the Campus Life Channel provided, and the fact that Apogee handled all of the responsibility for curating social media posts for appropriateness. We’re looking forward to working with Apogee on future social media initiatives.”

— Ashley Young, Marketing Manager, Clemson University Housing & Dining

GOALS

Help Clemson University increase social media visibility for the Men of Color National Summit and promote Strategic Priority #4.

EXECUTION

Apogee reached out to Clemson administrative leaders about creating a social media feed to showcase social posts from the summit. After being connected with organizers from the Office of Diversity and Equity, Apogee’s Campus Life Channel National Client Coordinator collaborated to create a campaign to drive awareness, connect with attendees, and with the university. The organizers were thrilled and provided information about the summit’s social media promotions. Apogee created a social media feed to aggregate Instagram and Twitter posts using #ClemsonMOC and a geofence to ensure the content was coming from campus. Once users posted with the hashtag, Apogee’s Campus Life Channel team curated and reviewed the posts according to Clemson’s school-specific content curation guidelines. Approved posts were consolidated into a social media feed and displayed across campus via digital signage and the Stream2 IPTV solution.

RESULTS

1,253 Instagram and Twitter posts, submitted by 646 unique users, were reviewed using #ClemsonMOC and were displayed in a social media feed across campus. The social posts garnered over 2,136,721 views on social media. This is over and above the viewership on digital signage and Clemson’s IPTV service, Stream2. Participants posted photos on their social media accounts with notable figures including Tavis Smiley, John Quiñones, Roy Jones, Desmond Howard, Marc H. Morial, and Sergio A. Garcia. Throughout the summit, participants were incentivized to use the social hashtag due to the “celebrity effect.” Summit attendees became campus celebrities as they saw their Instagram and Twitter posts exhibited on public-facing digital signage

Clemson was able to foster an inclusive community by encouraging diversity-based conversations and teaching men of color how to overcome issues related primarily to educational and career opportunities. Finally, students were more engaged with the Campus Life Channel as they walked around Clemson and noticed the channel displaying administrative memos interspersed with student-created content and photos from the Men of Color National Summit, ultimately driving further involvement on campus and contributing to persistence and retention goals

“This summit is just one part of Clemson’s long-term vision to prepare a broader mix of students for college and future career success.”

— Jim Clements, Clemson President

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