The University at Buffalo School of Management was the birthplace of Behzadi Consulting. Kimberly was the first recipient of the Dean’s Scholarship for Digital and Social Media Engagement at the start of the Fall 2015 semester. The recruitment cycle for full-time MBA programs is aggressive and social media engagement was identified as a weak point for the program’s strategy. The first step was reorganizing and strategy planning. In under six months, social media referrals had increased by more than 27% in 2015 compared to 2014.
The Left Brain came first. Serious reorganization and restructuring of the social media accounts came before any copy or content was even written. An editorial calendar was created to manage the School of Management’s Facebook, Twitter, and LinkedIn. Monthly social media reports and goals were set along with a weekly meeting to refine the voice of the program as rebranding changes were implemented throughout the university. In 2016, we introduced Instagram to our social media strategy. The left brain also introduced branded hashtags for each of the graduate programs (#UBMBA) and began building connections with key influencers and representatives of the University at Buffalo.
In under six months, social media referrals had increased by more than 27% in 2015 compared to 2014.
The Right Brain focused on a creative mix of content that played to the strengths of the social media algorithms. Consistent posting utilizing professional photography brought a new level of elegance and attention to the social media platforms. LinkedIn was given specific attention to draw the attention of professionals looking to return to the university. It was with the #UBMBA Kim developed her skills in Photoshop.
Kimberly also oversaw the reboot of the UB MBA blog including delegating written content to a team of freelance writers, optimizing posts with on-page and back-end SEO, and connecting the blog to other social media channels in an effort to increase navigation from social media platforms to the official School of Management website. This also Kim to channel her background in English Literature also her new skills in web design, using WordPress for the blog.
- 45% increase in traffic from #UBMBA Blog to the university’s website for 2015 to 2016
- Increase social media followers on each platform (one year of organic work)
- Facebook Audience Growth: 13%
- Twitter Audience Growth: 22%
- LinkedIn Audience Growth: 33%