The role of social media at Rockhurst is to cultivate a community with prospective and current students and alumni through meaningful stories and two-way conversations that evoke the community feeling you have when you’re on the Rockhurst campus.
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Use of the official Rockhurst logo is reserved for the official 91³Ô¹ÏÍø social media accounts. If you would like assistance in creating a graphic to use for your Rockhurst-affiliated social media account, contact marketing@rockhurst.edu.
Role of Social as an Extension of the Rockhurst Brand
Considering the direct reach of social media to all three audience segments, it is a priority to connect with each one deliberately and professionally. Each department’s window into their portion of the Rockhurst experience is a form of marketing and can be the difference in a potential student considering/choosing RU, a current student returning to the University, or an alumnus considering returning for an event and/or making a gift. In that regard, each account’s voice and day-to-day operations are a direct extension of the Rockhurst brand. Following brand standards and best social media practices will have the most positive effects on the audiences.
Social media channels have also been shown to directly contribute an organization’s financial health, so it’s imperative we maintain our focus on developing and growing our social community.
Social Voice
Our Voice
A social best practice is clearly defining a voice.
• It keeps content consistent, even with multiple people writing copy
• It humanizes 91³Ô¹ÏÍø
Our voice should be just like a friend’s voice on the phone.
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• Immediately recognizable
• The personification of Rockhurst: welcoming, warm, fun
This is social. We’re here to make and be friends.
• Have something to contribute. Be clever, sometimes even funny. Not mean or snarky, but self-aware and timely.
• The channel is more social than media. It’s a two-way conversation. Speak conversationally. Write like someone to whom you’d want to listen.
• Avoid industry terms and marketing speak.
• Be fast, fun and friendly.
• Write. Then edit. Keep it simple.
Our Tone
IS: Smart, witty, forward-thinking, authentic, inclusive, humble, in-the-know, genuine, motivated, conversational
IS NOT: Flippant, dismissive, judgmental, improper, misleading, negative, uninviting, overbearing