#princetonsm

While 2017 was fueled with space, politics and puppies, messages of empowerment and perseverance resonated most with our social audiences in 2018. Whether it be a FLI student (first-gen, low income student) sharing their journey to Princeton or a campus visitor delivering words of hope and change, our social audiences craved inspiration.      

First-gen stories inspire our audiences to engage and share

Princeton is committed to finding the best and brightest minds from around the world regardless of their background or family income. Throughout 2018, our social media channels put a voice and conversation around these stories - in particular our #TellUsTigers series provided a platform for students to shed light on their journeys using 2,200 characters.

Facebook #1 most watched video: Ana Patricia ‘19

Facebook #2 most liked post: #TellUsTigers Lucy Chuang ‘21

Facebook #2 most reached post: #TellUsTigers Daniel Jose Navarrete ‘19

#Instagram #2 most commented post: #TellUsTigers Lucy Chuang ‘21 (below)

#Instagram #3 most commented post: #TellUsTigers Daniel Jose Navarrete ‘19

#Instagram #3 most reach: #TellUsTigers Lucy Chuang ‘21(below)

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A post shared by Princeton University (@princeton) on Nov 15, 2018 at 2:31pm PST

There’s nothing more exciting (or shareable) than when you find out you’ve been accepted to #PrincetonU

The Class of 2022 and the Class of 2023 sure know how to make a grand entrance on social.

Facebook #1 most commented post: 2023 early action announcement

Facebook #1 most reached post: 2022 regular decision announcement

Facebook #2 most clicked post: 2022 regular decision announcement

Facebook #3 most liked post: 2023 early action announcement

Instagram #1 most liked post: 2023 early action announcement (below)

Instagram #1 most commented post: 2023 early action announcement (below)

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A post shared by Princeton University (@princeton) on Dec 12, 2018 at 4:02pm PST

She Roars (and she’s social)

This year, Princeton hosted the She Roars alumni conference, the largest event in the University’s history held during the academic year which also made a splash on social media. The spirit of the conference lives on in an all new ”She Roars” podcast where change-making women discuss their career pathways and experiences at Princeton University. 

Facebook #2 most shared post: SCOTUS discussion

Twitter #2 most watched video: Asha Rangappa ‘96 podcast (below)

Twitter #3 most watched video: Frances Arnold ‘79 podcast

Messages from speakers extend beyond their visit to campus

From Senator Cory Booker to Ellie Kemper to Nobel laureate Frances Arnold, Princeton University hosted a range of guests throughout the year. Their words became some of the most engaged with content on our channels.

Twitter #2 most liked: 2018 Class Day speaker Cory Booker (below)

Twitter #2 most watched video: Asha Rangappa ‘96 podcast

Twitter #3 most retweeted: 2018 Class Day Speaker Cory Booker (below)

Twitter #3 most watched video: Frances Arnold ‘79 podcast

Facebook #2 most shared post: SCOTUS discussion

In order to have high-impact, high-quality content on social media, it’s important to abide by each network’s image guidelines. A photo used on Instagram may not be as shareworthy on Twitter if it isn’t sized correctly.

At Princeton, we work with our creative and multimedia teams to develop assets that fit with the guidelines of each platform. Although it requires a little bit more time to customize individual assets, in the long run, our messaging comes across as clear and prevents us from running up against an “unable to upload” notification.

Here is a simple “cheat sheet” for the channels Princeton is active on that our team references for creative guidelines. It’s important to note that as devices and platforms evolve, so do guidelines, so be sure to update this document accordingly.

Additional information and resources:

“When I share a photo on Instagram, what's the image resolution?” - Instagram

“What are the dimensions of my Page's profile picture and cover photo?” - Facebook

“Video Views” - Facebook

“Image Specifications for Your Company Pages and Career Pages” - LinkedIn

“Advertiser creative specifications” - Twitter

“Customizing your profile” - Twitter

“Media Studio Support Page & FAQ” - Twitter

“Geofilter tips” - Snapchat

2019 was a year of celebrating and recognizing Princetonians who are changing the world and living out our informal motto of “In the nation’s service and the service of humanity.” 

Here are the stories and moments that surfaced to the top of our social media feeds.

Princeton’s James Peebles receives the 2019 Nobel Prize in Physics

On October 8, 2019, the world woke up to the news that professor emeritus James “Jim” Peebles *62 had received the 2019 Nobel Prize in Physics “for theoretical discoveries in physical cosmology.” Our team immediately took to social media to mark the occasion and give minute-by-minute updates as the University community celebrated Professor Peebles. Some of our social media coverage even made its way to a local news broadcast. When Professor Peebles traveled to Sweden in December to receive his Nobel, we were able to look back and re-share some of the great moments from October.

#1 most liked post on Facebook post

#1 post with the most reach on LinkedIn

#1 most viewed video on YouTube

#1 most liked post on LinkedIn

#2 most watched Facebook Live

#2 most commented post on Facebook 

#2 most liked post on Facebook

#2 most commented post on LinkedIn

#3 most shared post on LinkedIn 

#3 post with the most reach on Facebook

Princeton remembers Toni Morrison, Nobel-winning author and emeritus Princeton faculty member 

In 2019, we lost many notable Princeton faculty members including professor emerita Toni Morrison. After announcing that she had passed away, the University used social media to celebrate her legacy, her impact and beautiful words ... and the world listened and shared in the moment. (Photo credit: Sameer A. Khan/Fotobuddy)

#1 most watched video on Facebook

#1 most shared post on Facebook

#1 most shared post on LinkedIn

#1 most watched video on LinkedIn

#2 most liked post on Facebook

#2 most watched video on Twitter

#3 most commented post on Facebook

#3 most shared post on Facebook

#3 post with the most reach on Facebook

#3 most commented post on LinkedIn

#3 post with the most reach on LinkedIn

#3 most liked post on LinkedIn

Michelle Obama ‘85 gives video welcome message at Alumni’s “Thrive” Conference

Michelle Obama ‘85 surprised more than 1,200 Princeton alumni and guests at “Thrive: Empowering and Celebrating Princeton’s Black Alumni” with a video message. Immediately following the moment, we posted the video on social media for the rest of the world to watch. 

#2 most watched video on Facebook

#2 most shared post on LinkedIn

#2 most watched video on LinkedIn

#2 most shared post on Instagram

#3 most watched video on Twitter

Graduate student Xiyue Wang returns home after unjust imprisonment in Iran

In the summer of 2016, Princeton graduate student Xiyue Wang was detained by Iranian authorities while studying the Farsi language and doing dissertation research. Wang was charged with espionage, convicted and sentenced to 10 years in prison. Ever since, the University community has been rallying in support of his release. On December 7, 2019, Xiyue Wang was released thanks to the United States government, the government of Switzerland, and the students, faculty and staff who continued to advocate for his freedom throughout this ordeal. (Photo credit: U.S. Embassy Switzerland)

#2 post with the most reach on Facebook

#2 most retweeted post

#2 most liked post on Twitter

#2 most liked post on LinkedIn

#4 post with the most reach on Twitter

#4 post with the most reach on LinkedIn

Looking ahead to 2020

Video continues to remain a dominate form of content for sharing our stories and messaging across platforms. However, we will continue to create content for specific channels and audiences - one piece of content does not fit all. Also, Twitter is not dead as we incorrectly predicted in 2017. Twitter has become an instrumental vehicle in adding Princeton’s voice to international conversations especially around climate change, innovation, and college access and affordability. Finally, LinkedIn is making a come back. This year, the top viewed video on LinkedIn was watched more than the top viewed videos on Twitter and Facebook. LinkedIn continues to be a platform of untapped potential especially as it continues to unveil new features.

Regardless of platform or features, authentic and timely content remains constant which we hope to continue to bring to our social media audiences in 2020.

The National Association of College & University Food Services presented Princeton University Campus Dining with the top award for “2018 Most Innovation Nutrition and Wellness Program.” The annual award recognizes colleges and universities that have implemented a unique and effective wellness or nutrition program during the previous year.

In an effort to directly educate students on how (easy it is) to make nutritious meals, Campus Dining partnered with the Office of Communications to film a series of culinary demos on Snapchat. These stories complimented events happening across campus. Watch the stories below!

 Each Snapchat story received nearly 2,000 views and the recipes were screengrabbed up to 50 times. They were also met with high praise and interest from followers.

“It was a very proud moment for us in the areas of health, wellness and innovation,” said Melissa Mirota, campus wellness dietitian at Princeton University.

What was our most liked post on Facebook? Which post was retweeted the most? As 2017 winds down, we are taking a look at some of our top moments on Facebook, Twitter and Instagram.

Solar eclipse in 90 seconds

It was a week before 2017’s total solar eclipse and our team brainstormed up the idea to create a short informational video using a Princeton astrophysicist as the expert. This was a new concept and process for our team. Many of our videos are between 4-5 minutes and take several weeks of planning and filming. The results:

Facebook: #1 most watched video

Facebook: #3 most shared post

Twitter: #1 most watched video

All you need to know about the #SolarEclipse in 90 seconds with #PrincetonU astrophysicist Amitava Bhattacharjee. pic.twitter.com/lV74cAwVrZ

— Princeton University (@Princeton)

August 18, 2017

Response to federal immigration executive order

On Sunday, January 29, 2017, President Eisgruber issued a statement in response to the federal executive order barring entry to the United States for refugees and for citizens of seven predominantly Muslim countries. Days later, President Eisgruber and 47 other American college and university presidents sent a letter to President Trump urging him to “rectify or rescind” the executive order. Both stories were posted to the University’s website and then immediately distributed to our social media channels. Here’s how our social audiences reacted:

President Eisgruber issues statement on federal immigration executive order

Facebook: #2 most liked post

Facebook: #1 most commented post

Facebook: #1 most shared post

Facebook: #1 most clicked post

Twitter: #1 most retweeted post

Twitter: #1 most liked post

Princeton President Christopher Eisgruber has just issued a statement on the federal immigration executive order. https://t.co/KbtdBIpTd7

— Princeton University (@Princeton)

January 29, 2017

Eisgruber, other university presidents ask President Trump to ‘rectify or rescind’ immigration order

Facebook: #2 most shared

Twitter: #2 most retweeted post

Twitter: #2 most reach

Eisgruber joins college presidents urging @realdonaldtrump to rectify damage done by executive order on immigration: https://t.co/05Jdwp4xAP pic.twitter.com/0aFEW7fRw0

— Princeton University (@Princeton)

February 2, 2017

#TellUsTigers About Your First Day of College

Launched in February 2016, Princeton’s weekly #TellUsTigers campaign introduces the world to Princetonians, one post at a time. It initially began as an Instagram campaign, but is now shared on Facebook and Twitter. On the first day of classes, we shared the story of Camden Olson ‘19 and her service dog, Koa. Not only did the post break our record of most liked Instagram post, but it also was the most liked post on Facebook. Some may say we cheated by placing a cute puppy in front of iconic Nassau Hall, but read the comments and you’ll find people took the time to read all 2,200 characters. Readers were truly touched by the service dog team’s mission to help Type 1 diabetics.

Facebook: #1 most liked

Instagram: #1 most liked post

Instagram: #2 most commented post

#TellUsTigers about your #firstdayofcollege: "Meet Koa (@koatheservicepup), a #comfortretriever. The seemingly effortless trust and communication that accompanies a working service dog team is truly beautiful. Next year, as part of my senior thesis research, I'll have a chance to observe this relationship by training Koa to be a #diabeticalertdog on campus. I will teach him how to alert to high and low blood glucose levels before placing him with a Type 1 diabetic. I will also teach an after-school program that teaches middle school students how to train service dogs; the kids will work with Koa. If you see Koa on campus with his service vest, please do not pet or distract. When I was little, I was terrified of dogs. That all changed when my grandma brought home Inukshuk, an 8-week-old #blacklab. Inukshuk is a cairn, or a trail marker, who has guided me on my path to discovering my passion for training service dogs. Working with a dog teaches me new lessons every day. I took a gap year before starting at #PrincetonU to raise a guide-dog-in-training, Derby. One of the most important things he taught me was to live in the moment. He mirrored my mood and if I was stressed about something, his less than adequate behavior was a constant reminder to focus on the work immediately in front of me. (This is a skill that has come in handy at Princeton.) When I dropped off Derby for the test that would determine whether he would continue his #guidedog training, I cried but a huge smile accompanied my tears. I was so proud of him. We had worked so hard for this moment. As part of my work with Derby and his trainer, we entered a busy mall. His trainer turned to me, handed me a blindfold and the leash. A cloud of darkness surrounded me as the fabric pressed against my face. I could hear the trickle of an indoor fountain and children playing down the hall. I felt the gentle tug of leather in my grasp, as I grabbed onto the harness handle. Disoriented, I turned to my dog, trusting Derby, just as he had turned to me so many times before. — Camden Olson, Class of 2019 #Princetagram #diabeticalertdogintraining #t1dwarrior #servicedogsofinstagram #servicedogintraining #collegedog

A post shared by Princeton University (@princeton_university) on Sep 13, 2017 at 6:03am PDT

Key Takeaways

Be timely. As seen in all three moments, we learned that content must be topical and relevant to our audiences. Our editorial calendar is focused on sharing stories about how students, faculty and staff are making a difference in the world through research, publications and service as well as highlight important events on campus. As we shifted in telling more timely stories, we saw an exponential increase in engagement and reach for stories that were aligned with the news cycle. With more flexibility and quick thinking, we hope to do more of this in 2018.

Create short videos with high impact. At first, creating a compelling 90 second video seemed impossible as our team is accustomed to creating 4-5 minute videos. With careful planning, targeted questions and creative editing, we achieved our goal and were inspired to create more short videos that went on to be top performing content as well. For instance, we took this video of our vertical farm project and worked it into a short video which became the second most viewed video on Facebook.

In 2018, we hope to continue delivering short videos for our social audiences, some may be created from scratch while others can be created using existing footage from feature videos from the website.

Instagram > Twitter. This year, we were especially surprised to see that even though we have a larger following on Twitter, we received more engagement and better quality engagement on Instagram. For instance, the most watched videos on Twitter received between 4,000-6,000 views whereas on Instagram, the most watched videos received between 9,000-12,000 views. We saw this with click-throughs as well. A link in our Instagram Stories consistently outperformed a link included in a tweet.      

More Facebook Lives = More reach. In addition to looking at likes, comments and shares, we analyzed which posts received the most reach on Facebook. Our Facebook Live broadcasts reached the most people, making 2017 the year of the Facebook Live broadcast for Princeton Social Media. We broadcasted our annual P-rade, Opening Exercises, Commencement as well as produced exclusive content including a rock concert, a pumpkin toss and an hour-long telethon. The more we did, the more we learned and expanded our equipment and caliber of broadcast. As we wrapped up the year, it was great to see our efforts rewarded by seeing that this content received the most reach. Will 2018 continue the year of Facebook Live? We are planning for it and will also stay apprised of new features coming out of Facebook.

So there you have it. #PrincetonSM in 2017. Happy New Year to all!

In early 2015, Princeton Social Media committed efforts to our first Chinese-language social media platform, Weibo. Throughout the year, Jianing Zhao will help us share the full story of an academic year at the University with our Weibo followers. In addition to posting content similar to what we share with our English-language audiences in Mandarin, Jianing will share her own original updates, photos and blog entries targeted specifically to our Weibo audience. Without further ado, meet the new voice behind our Weibo account, Jianing.

This is Jianing, the social media intern for Princeton’s social media team! I manage Princeton’s official Weibo account (one of the most popular social media sites in China) and sometimes contribute posts to the University’s Twitter, Instagram and Snapchat accounts. At Princeton, I’m a sophomore concentrating in comparative literature and pursuing certificates in archeology, theater, and gender and sexuality studies. Outside of academics, I’m the head editor of “the Street” (Art & Culture) section of the Daily Princetonian, the president of the Russian Undergraduate Student Association, and I am currently directing a play for Princeton Chinese Theater.

As one who plans to go into communications and media for a future career, I’ve really enjoyed interning for Princeton’s social media team, as it not only has taught me how to frame content for different target audiences across different social media platforms, but also allowed me to get out of my comfort zone and interact with students across campus, which seems intimidating but turns out to be fun and rewarding! 

The new princeton.edu uses big, beautiful images to tell Princeton’s story, a substantial change from the old site. In a new article on RE(design), the Princeton University Website Redesign Project blog, digital manager Christian Knoebel gives a behind-the-scenes explanation of the programming that helps translate those images to social media posts. The strategy helps us maintain our goal to be visual on social media as often as possible. 

What's it like to lead social media coverage for an international conference? This was my experience at the 2017 Fung Forum.

Princeton Social Media provided live social media coverage of the Princeton-Fung Global Forum, March 20-21, 2017, in Berlin, Germany, in order to share and enhance conversations held at the conference. Through the implementation of original social media updates, photos and videos as well as user-generated content, it is possible that hundreds of thousands of people now associate Princeton with the discussion surrounding one of today’s most pressing questions: Can liberty survive the digital age?

I accompanied Woodrow Wilson School staff to the conference to create and curate content for the University’s primary social media accounts on the following platforms: Facebook, Twitter, Instagram, Snapchat and Storify.

Coverage included live tweeting throughout each day of the conference, three Facebook posts including a Facebook Live broadcast, two Instagram posts, two Snapchat stories, a Storify collection of attendees’ social media posts and two daily Princeton homepage articles.

The University’s social media coverage was supplemented by a team of students who provided conference updates from their perspectives by sharing photos in a WhatsApp group and on personal Twitter and Instagram profiles, which I shared on the main Princeton accounts. Students also created content for Princeton’s Snapchat account for the duration of the conference. The inclusion of student voices in Princeton’s social media output contributes to a sense of authenticity for a large portion of the University’s audience.

2017’s social media metrics show an improvement over metrics from the last Fung Forum, which occurred in 2015, in several significant measurements including the reach of our content, the number of times the #PrincetonFung hashtag was used, and video views. Overall, more people talked about the Fung Forum and saw more conference-related content in 2017 than in 2015.

#PrincetonFung became a trending topic on Twitter’s Trends list both days of the conference. Per Twitter, “the Trends list is designed to help people discover the ‘most breaking’ breaking news from across the world, in real-time. The trends list captures the hottest emerging topics…”

The Trends list amplified the Fung Forum hashtag and related content, meaning more people were made aware of it and therefore saw content combining Princeton University and conversations about liberty in the digital age that they otherwise would not have.

More social media conversation mirrored, and hopefully contributed to, increased conference attendance from the beginning of day one to the well-attended final sessions through Princeton University President Eisgruber’s closing remarks on day two when compared to the 2015 Fung Forum.

In addition to hosting speakers, panelists and attendees from around the world, the inclusion of social media promotion, live coverage and content curation in the conference’s communication strategy helped make the 2017 Fung Forum a truly global event.