For the last year, Marketing & Communications staff have been honing the University's social media strategy to connect better with the Queen's community, particularly alumni.
Using Facebook, information now centers on interesting, powerful and engaging messages that will command attention in cluttered newsfeeds. Efforts are also being made to engage users visually and by participating in polls. Posting outside of traditional business hours, answering questions and sharing pictures have proven effective in bringing and keeping audiences in Queen's social media spaces.
Regular posts on Twitter, too, keep alive conversations as has "live-tweeting" events such as football games and reunion celebrations. Principal Daniel Woolf, one of the most active executives in social media in Canada, continues to use Twitter to actively engage with current students as he closes in on 4,000 followers.
In 2011, average weekly interactions on Facebook increased by 219% from the year before. 'Fans' and weekly visits to the Queen's page increased by 83% and 104% respectively. During the first week of the academic year, the week of September 13, 2011, visits to the page climbed to 8,000 which (according to an analysis conducted by Laurentian University comparing the Facebook statistics of 10 higher education institutions), put Queen's site in first place.