Swipe to Success : Case Study of an Undergraduate Academic Program’s Use of Social Media to Increase Program Visibility and Student Engagement

Color poster with text, charts, and graphs.The University of Wisconsin – Eau Claire's Health Care Administration (HCAD) program successfully optimized its social media strategy, resulting in a thriving online presence and positive impacts on students, alumni, preceptors, and other stakeholders. This case study examines the program's successful elements, assessing their effects on communication and engagement. The HCAD program’s social media has planned content strategy aligning with the interests of the program's community, creating active participation, and allowing a sense of connection. A Qualtrics survey was distributed across social media platforms, collecting diverse perspectives on the program's social media presence. Results indicated a preference for varied content, driven by the desire to stay informed and engage with educational and community-building content. The study concludes that UWEC HCAD's consistent and strategic approach on social media platforms (LinkedIn, Facebook, and Instagram) has strengthened stakeholders' engagement with the program, fostered community, and enhanced program visibility.University of Wisconsin--Eau Claire Office of Research and Sponsored Program