In today’s digital environment, social media is not just a platform for updates. It is a strategic tool for building relationships, increasing brand awareness, and driving meaningful engagement.
The University of Sydney recognised this early and implemented a structured approach to managing its social media presence across multiple departments. The result was improved consistency, stronger engagement, and measurable brand sentiment growth.
The Challenge: Fragmented Social Media Channels
With more than 30 official social media accounts managed by different faculties, the University faced inconsistent messaging and limited visibility into overall performance.
Without alignment, it became difficult to maintain a unified brand voice or accurately measure campaign impact.
The Solution: A Unified Strategy
The University introduced a coordinated social media framework that focused on collaboration, analytics, and audience engagement.
Centralised Team Collaboration
A cross-functional team was formed to align content planning and strategic objectives across departments. Regular meetings ensured that messaging remained consistent and aligned with broader institutional goals.
Social Media Management Tools
By adopting a management platform, the University was able to:
- Schedule posts across multiple channels
- Monitor audience engagement
- Analyse campaign performance
- Track engagement metrics such as sentiment and video views
This enabled more informed, data-driven decisions.
Customer Journey Mapping
Integrating analytics tools allowed the University to track how prospective students interacted with their content from first engagement through to enrolment. This visibility made it possible to assess campaign effectiveness more accurately.
Monitoring Brand Sentiment
Social listening tools helped measure audience perception and identify potential issues early. Proactive responses strengthened trust and maintained positive engagement.
The Results
- Increase in brand sentiment score following campaign launches
- Higher engagement rates on Instagram compared to industry benchmarks
- Growth in video views year on year
These improvements highlighted the effectiveness of a cohesive, analytics-driven strategy.
How Your Business Can Apply This Approach
Align Internal Messaging
Even small teams benefit from regular collaboration. Aligning on goals and messaging improves consistency and brand clarity.
Use Management Tools
Social media scheduling and analytics platforms help streamline content planning and provide insight into audience behaviour.
Map the Customer Journey
Tracking interactions from social media engagement through to purchase helps identify which content drives results.
Monitor Brand Perception
Listening to audience feedback allows businesses to adjust messaging and address concerns quickly.
Final Thoughts
A structured social media strategy can significantly improve engagement and strengthen brand reputation. By focusing on alignment, analytics, and audience insights, businesses of any size can enhance their online presence.
If you are ready to improve your social media engagement, Business Mentoring Australia offers tailored mentoring sessions to help you implement practical strategies that support growth.
Visit www.businessmentoringaustralia.com.au or email info@businessmentoringaustralia.com.au to book your free 15-minute consultation.
