After digging in and discovering that most of our Facebook audience is made up of alumni aged 35-65, I was able to better customize our posts to that audience. I tested posts to see what would perform better and discovered that this group loved talking about their professors and experiences while attending the college, mentoring current students and keeping up with the progress of the school.

Stats

Despite Texas Wesleyan not having a full-time position for social media, I was able to increase our Facebook posts' reach and engagement stats. We didn't gain as many followers as we did over the previous year, perhaps due to "lag time" between posts from not having a full-time person, I was able to get great engagement by discovering who the current audience was.