Social media utilization: weekly round-up 2

This is the second weekly round-up in which I analyze and monitor three Twitter accounts that I have chosen for their use of social media. The full explanation is here:

Today marks the end of the second week since I have started tracking their utilization, each using Twitter. Again, it was clear that the three entities have very distinct uses of social media, all aiming to contribute to the marketing of The George Washington University.

The George Washington University (@GWTweets)
Once again, the official account of The George Washington University utilized its Twitter account to get the word out about events happening in the community. This week, we saw less tweets coming from the account and, actually, a bit more retweets than usual.

Most of the links had some other form of media attached to it again, whether in the form of photos, videos or external links. However, it should be noted that on the day of the Navy Yard shooting, tweets came to a standstill and the couple tweets that were sent were all related to the shooting and how it would affect the school that day -- road closures, safety information, etc. They did a good job of turning very serious quickly.

The George Washington University Office of Undergraduate Admissions (@GWAdmissions)
The official account for The George Washington University Office of Undergraduate Admissions continued to be very focused on the purpose they served. Once again, they seemed to tweet significantly less than the other GW accounts. Most of their tweets continued to be directed at specific individuals who had made a decision on coming to The George Washington University, were visiting or were in the process of deciding where to go.

The Twitter account probably works best for recruiting individuals, and those that may be looking to come to The George Washington University. Others who may follow the account may be those that work at the Office, but the general public may not be compelled to be a follower.

Peter Konwerski, Senior Associate Provost and Dean of Student Affairs (@GWPeterK)
As I said last week, the Dean of Student Affairs focused on communicating with the community of current students, and those related to the students. Almost all of his tweets were in response to those that had tweeted him about something related to the university. Dr. Konwerski utilizes the power of retweets to make the questions visible to everyone, since many may have similar questions, and attaches his response to each tweet.

To a student, and the broad university community in general, Dr. Konwerski's account was the most relatable. Students could tweet him to try and find solutions to a problem, or see if one has been answered. Of the three accounts, this one uses the most variety of hashtags, which can drive attention to the topics being discussed. On top of that, this Twitter account utilizes pathos more so than the general university account. Instead of tweeting out broadly about events, this Twitter account has the ability to have personal commentary and lend more details and insight from a university administrator. Tweets felt more personable, which is like talking to a live human for customer service instead of a robot.

On top of what I discussed last week, Dr. Konwerski also utilized his Twitter account to reach out to this year's seniors to see who they would like to have for their graduation speaker. He threw questions out there asking the Class of 2014 and received numerous responses, which he then retweeted for the rest of the world to see. This method is much more engaging and allows the school to better gauge who the Class of 2014 would like to see at their graduation.

All three Twitter accounts did, to the best of their ability, fulfill the goals that they created when they joined social media. Each marketed The George Washington University in some way, though each in different amounts and scope. Peter Konwerski, or the Dean of Student Affairs, probably was the standout among the three again this week because he tweeted constantly, both to broadcast a message or to respond, but, his tweets were not deemed annoying because they were useful. He expanded his role this week by really including the voice of students.