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Purdue University
Uses BrandBastion to Boost Engagement & Positive Sentiment
Fostering a positive and engaged student community helps the university increase brand awareness and ultimately drive enrollment.
About The Brand
Purdue University, located in West Lafayette, Indiana, is a public institution founded in 1869. It has a total undergraduate enrollment of over 41,000. For more than a quarter-century, Purdue University has been the largest or second-largest in undergraduate engineering enrollment in the country.
The Digital Engagement team, including three social media experts and five interns, shares social media content on a daily basis with a community of more than 1,000,000 followers across Facebook, LinkedIn, Instagram, Twitter, YouTube, Snapchat, TikTok, and Pinterest. The team focuses on driving engagement and maintaining an inclusive community that values every person's inherent worth and value.
Protecting Purdue's community
Purdue University wants to ensure that all conversations are safe for their community, to ensure a civil and fruitful space for discussions:
- BrandBastion monitors all comments in real-time to moderate harmful content such as spam, scam, hate speech, discrimination, bullying, or violent remarks.
- BrandBastion also sends alerts to the team when immediate attention is required.
Boiler(ing) up Purdue's engagement!
The University’s commitment to a completely free and open discussion of ideas motivated the team to scale their customer care strategy to engage with students and alumni:
- BrandBastion responds to engagement such as Fan Community and Constructive Feedback comments 24/7 within minutes.
- BrandBastion keeps Purdue’s brand voice authentic and dynamic by defining dozens of response variations per category. This way, our AI + Human solution can respond with the most pertinent and fitting answers.
With over 1 million followers across Purdue University’s official social media platforms, we want to make sure our followers feel a sense of community, belonging, and pride. Being able to respond to comments with Purdue’s brand voice and in a timely manner helps instill this, and BrandBastion is a vital component to making sure this happens.
Using social media sentiment to inform marketing decisions and optimize the content strategy
The Digital Engagement team wanted to keep a pulse on the campus conversations and understand brand sentiment:
- BrandBastion Intelligence helps the team monitor conversations in real-time across Facebook, Instagram, YouTube, and Twitter.
- The social intelligence insights enable Purdue University to assess brand health and analyze sentiment across the board.
- The team can understand the brand's sentiment across different posts and assess content resonance to optimize their strategy.
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Understanding sentiment is important to get a sense of what our audience is saying and how they are reacting to our posts. This has been helpful when providing analytics and adjusting strategy as needed for upcoming posts.
Growing an engaged student & alma mater community
Just three months after activating BrandBastion’s solutions, the results revealed a significant boost in positive sentiment and engagement rate, showing how managing conversations starts to impact digital marketing KPIs almost immediately. Purdue University has peace of mind knowing that:
- BrandBastion monitors thousands of comments per month 24/7 and has helped improve the response rate by 56%.
- The university is deepening relationships with students and alumni that leave positive comments, helping to increase the engagement rate by 31%.
- They are building a community that fosters inclusion, diversity, and freedom of speech by encouraging meaningful and safe conversations.
- They are in control if something unexpected happens, and they can quickly react if there's an issue at the campus.
- They can optimize their strategy to share content that resonates with students and alumni based on the insights provided by BrandBastion, such as sentiment or topical analysis, helping to grow positive sentiment by 42%.
BrandBastion’s speed and timeliness in moderating, responding and analyzing comments has helped take our social media strategy to a new level.”