Case Study: City University London attracts and engages students and improves student services with Hootsuite

How City University London attracts and engages students with the perfect mix of content marketing

City University London, a leading international university in the heart of London with about 17,500 students and five faculties, aimed to improve student services, boost engagement, and showcase campus life and the city on social media. With a large, distributed community and seasonal spikes in demand (for example when offers are confirmed in August), the social team faced limited resources and difficulty monitoring and managing conversations across channels.

The university rolled out Hootsuite across five teams to centralize listening, assign customer-service issues, and measure content performance. Using team permissions, keyword/@mention streams, analytics-driven content (including a virtual video tour) and a #CityPhoto14 contest with 100+ entries, they grew to over 63,000 Facebook and Twitter fans (Facebook up 71% in 2014), enabled real-time responses, improved collaboration and security, and freed time to create engaging content that attracts students.

City University London

Sabrina Francis

Social Media Officer