Case Study: Texas A&M University achieves massive reach and engaged, accessible social communities with Sprout Social

How Texas A&M uses Sprout Social to build communities and accessible content

Texas A&M University, one of the largest public universities in the U.S., needed to manage rapid social growth and a highly decentralized ecosystem—16 colleges, 19 sports and hundreds of departments—while building emotional connections and accessible content for students, faculty, alumni and fans. Coordinating multiple brands and student contributors across channels made consistent storytelling, timely publishing and equitable content distribution a challenge.

Using Sprout Social’s unified platform for publishing, collaboration, tagging and accessibility, the team centralized workflow, corrected and coached interns in-platform, tracked content themes with Tag Reports and added image descriptions and other accessibility features more easily. The results: in six months (Aug 2020–Jan 2021) Texas A&M earned 131 million impressions, 8.3 million content engagements and gained about 13,000 followers per month, while improving coordination and content diversity.

Texas A&M University

Krista Berend

Director of Social Media