Amplifying the Voice of Higher Education

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Overview

Our continued partnership with AASCU has brought forth effective member- and public-facing content that aims to communicate the value of public higher education in the U.S. Over the years, pieces have included a members-only website, messaging platforms, blog articles, podcasts, social templates, and more.

Recently, YGS was tasked with helping to manage and elevate the association’s social media presence.

Challenge

AASCU was experiencing challenges with managing its social media presence, particularly on LinkedIn but also on Facebook and X. Posts were loosely planned, and AASCU did not have the resources on its team to deliver consistent posts to its approximately 12,000 LinkedIn followers. The association turned to its trusted partner to help manage its social calendar, edit posts, track analytics, and ultimately boost its following and engagement.

Results

YGS and AASCU worked collaboratively to strategically achieve the desired results. After initial discovery and a thorough evaluation of AASCU’s presence, YGS delivered a strategy document that members of both teams could reference moving forward. The document included best practices, benchmarks, image and video specs, voice and tone recommendations, potential hashtags and campaigns, initial analytics, and monthly goals for LinkedIn, Facebook, X, and eventually Bluesky. From there, both teams met on a monthly basis to plan content surrounding AASCU events, advocacy, and other key initiatives and communications.

Setting more modest goals from the outset, then aiming higher as its presence gained consistent improvement, AASCU immediately saw a steady gain in followership. In just one year, AASCU reached 15,000 total followers on LinkedIn. The association also regularly boosted its followers on Facebook, and despite many postsecondary institutions leaving X over that time, AASCU saw increased engagement per post. AASCU has also seen a steady increase in followers and engagement on Bluesky since the account’s launch.

As the work between AASCU and YGS continues on multiple fronts, the association’s social presence continues to see positive results, driven by ongoing focused planning sessions, exponential goal-setting, and an evolving focus on what’s working on each platform.