According to RivalIQ + Quid, the University of Detroit Mercy was ranked among the top 150 Division I universities for social media engagement, including No. 11 overall on TikTok.
UDM uses many different social media platforms besides TikTok, including Instagram and Snapchat. Social media specialist at UDM, Adam Bouton, works with the University’s social media, gave insight into what goes into maintaining all of these platforms and how UDM goes about their posts.
“It’s a great way for everyone to get a glimpse of what our university is all about while also connecting and engaging with students, alumni, fans, parents, prospective students and the University community,” Bouton said. “Social media is a great tool for sharing information and updates, while also having fun and showcasing what college and being a student are all about.”
Social media has become a significant part of all universities as it connects current students, prospective students and parents. UDM features many different social media platforms, including TikTok, where it has had much success.
TikTok is an easy way to relay information quickly and efficiently to anyone who wants to stay updated on what is happening around campus.
According to tiktok.com, “TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.”
Students attending UDM can sign up to create content for the TikTok account, which allows viewers to see the University from a student’s perspective.
Social media has not always played a key role in how universities showcase their campuses and unique offerings. UDM posts only some things, and there is a strategy behind what is posted on these platforms.
“Many people seem to think that running social media accounts is easy or fun work,” said Ron Bernas, UDM Director of Communications. “We get requests all the time from people, ‘Can’t you just put this on the socials?’ And the answer is, ‘No, because we don’t just put things on socials.’ There are standards and a voice we work hard to maintain.”
Bernas added that his team has the right personnel in place.
“We’re very lucky to have Adam Bouton running this because he understands this in ways many people don’t,” Bernas said. “And I think our engagement from our followers reflects that.”
Students have enjoyed how much the University uses social media’s power. It keeps all students and prospective students updated on current and upcoming events and gets them physically involved.
One of the University’s favorite social media segments is the “Titan Taxi,” in which Detroit Mercy community members ride in a golf cart around campus and are quizzed on facts and subjects related to the University.
Hisham Almadani, a junior at UDM, has seen the growth of the University’s social media and its impact.
“I think they’re very effective. I have been an intern with the MarCom department for two years, and although I can’t speak for the long-term growth, we know for a fact that we have at least doubled most metrics on several social media platforms,” Almadani said.
Almadani added that on Instagram and TikTok specifically, which are now a major focus of the University’s social media campaign as there is a cultural shift towards short-form video, UDM has seen numbers skyrocket in terms of followers, count and account reach.