Tightly integrating social media within the wider content strategy.
Devising, and carrying out independent strategies for differing platforms.
Management of Facebook and Twitter, then later Google+, LinkedIn and YouTube channels.
B2C: attracting key demographics, and marketing the events to them through content.
B2B: ensuring clients, and prospective clients were made aware of content activities surrounding them.
Increased total community members from ?1,500 (mid-2010) to ?35,000 (mid-2012).
Referrals to the site from organic social media represented almost 10% of total visits (mid-2012).
Anecdotal evidence from sales that current and prospective clients were extremely impressed, showing that the company understood the higher education applicants they sought.