Ragan Awards highlight: Syracuse University connects with alumni via Instagram Stories

Syracuse University has a diverse roster of alumni, ranging from reality TV stars and astronauts to a member of the Exonerated Five. The university’s social media team realized they had a powerful opportunity to connect these alumni with the audience on the @SyracuseU Instagram account, building bonds and brand recognition with prospective students, current students and other alumni.

Working with senior leadership departments across campus, the team identified alumni who offered both impressive accomplishments and large social media followings. Starting with “Real Housewives of Orange County” star Heather Dubrow, the team pre-promoted a Q&A on their Instagram channel, with cross-promotion across other social media, offering the audience a chance to submit questions using the Question Box feature. Six to eight hours later, the social media team vetted the questions and Dubrow filmed her answers, which were posted to @SyracuseU’s Instagram story and archived as a page highlight.

The results of Dubrow’s Q&A were evaluated, and the formula tweaked for follow-ups with NASA astronaut Eileen Collins and the university’s first honorary undergraduate degree recipient, Kevin Richardson, a member of the Exonerated Five. In return for their participation, alumni received a branded swag bag of Syracuse goodies.