A goal of higher ed social media marketing
Here it is:
Seeing messages in social media from our alma mater adds to the already existing positive associations.
These messages strengthen the positive response people have toward the school. Reminding people of the good times, memories and moments further strengthens the bonds.
Look, all that already has to be there. A nice picture on Facebook isn’t going to strengthen the bond an alum has if the alum doesn’t have a bond. That said, most people who graduate from a residential liberal arts college have a bond to the school. Social media can remind people of that bond.