Harper College and Northeastern University share strategies for social media use in campus recreation by balancing Instagram, TikTok, Facebook, and more to build connection, drive participation and showcase campus recreation.
Social media plays a vital role in how college students communicate and connect with others. A survey done by the Pew Research Center showed 84% of adults ages 18 to 29 use social media daily.
At Harper College and Northeastern University (NU), utilizing social media in campus recreation to its full potential has proved to be a beneficial tool for building community, engaging students and showcasing all campus rec has to offer.
A Purpose for Every Platform
Both Harper College and NU use a variety of platforms to reach their students — from Instagram and Facebook to TikTok and Discord. While the overall goal of using each is to instigate engagement, each platform is used a bit differently.
“We tailor content for each platform by considering the audience, preferred format and tone — keeping Instagram and TikTok light, energetic and student-focused while pushing content to Facebook to connect with a broader audience,” said Bradley Cook, the assistant director of University Recreation Wellness and Marketing at NU.
Instagram is the most effective and engaging platform for both NU and Harper College, offering popular interactive features like polls and stories. Reels and stories are helpful for quick updates, interactive videos and event reminders. Harper College also uses reels for behind-the-scenes content showcasing campus life. Static posts are generally reserved for high-quality graphics and announcements.
NU’s fastest-growing channel is TikTok, where they post more casual, trendy and humorous content. In keeping with TikTok’s relatable nature, Cook saidsoicla this is where they post a lot of their behind-the-scenes footage.
Certain social media platforms can be beneficial for reaching more specific audiences beyond students and traditional fitness users. Kendall Vagle, the coordinator of Recreation Programs and Promotions for CENTERS at Harper College, said Facebook is beneficial for reaching parents and community members since they’re a community college.
Harper College also uses Discord for reaching a non-traditional community with gamers, featuring content related to the Rec Center’s Gaming Lounge.
Regardless of the department or platform, one thing is clear for effectively using social media in campus recreation for both the department’s growth and student engagement: balance is key.
A Balancing Act
Whether it’s an Instagram story with updated facility hours or a reel showcasing student staff, both Cook and Vagle emphasized the importance of posting a variety of content to keep students engaged.
“It’s about balancing the content the students naturally engage with on their feeds and the information we need to share with them,” said Vagle. To keep this balance, her department creates three informational posts for every one community-building post.
NU has a different system, aiming for 75% of their content to be engaging, entertaining or educational, with 25% being direct promotion of updates on facilities or programs.
An example of this is a themed fitness class announcement may be preceded by a highlight reel from the previous year or a poll asking students what they love about group fitness classes. Cook said this balance helps keep the feed from feeling like a bulletin board, and it helps to make students more open to promotional posts.
This balance and the use of social media in general have proven to be successful — not just in numbers, but in impact.
Success Through Data and Community
For Harper College and NU, measuring social media success means more than simply checking analytics. While tracking interactions is beneficial, both departments find tracking community engagement to be just as vital.
Tracking engagement rates, link clicks and follower growth are all ways these departments ensure their content is resonating with their audience. Vagle described a recent post that performed particularly well for Harper College — a highlight reel created by the social media team during a plank competition which also showcased the importance of content balance.
“It was a perfect balance of comedy and tribute to the participants and winners,” said Vagle. “Although this was program-based content, it ignited the excitement for live participation in in-person events.”
NU saw high engagement with their “Ask the Pack” campaign, where social media contributors ask program participants and facility users lighthearted questions. Such questions include what celebrity they’d want to work out with to what they enjoy most about group fitness classes.
Personal interaction and putting students at the front of social media helps to bring success to these campaigns and build a strong community. Cook and Vagle both explained how student-first social media helps members feel connected and shows their facilities are more than simply a place to work out.
“By sharing diverse content that highlights our many sport and fitness opportunities, we create a virtual space where students, staff, faculty and alumni can connect, be inspired and feel part of something larger,” said Cook. “By featuring candid moments, we help members see themselves represented and encourage them to try new activities.”
Keeping students at the forefront of social media is just one piece of advice for success from both Cook and Vagle, along with consistency and collaboration.
Maximizing Your Department’s Online Presence
Social media in campus recreation can be a powerful tool for engaging students and the campus community, but it’s only as powerful as you use it. One of the key pieces of advice from Cook and Vagle is listening to your students and meeting them where they’re at — whether that’s members or staff. Students best understand current trends and what would engage members, so involving them in planning programs and events can help keep content fresh.
Consistent posting is another important tip. Cook recommends batching content and repurposing material to stay on schedule. Try creating posts, stories and reels from one event to make the most out of it. Along with consistency, Vagle emphasized the importance of flexibility and being willing to adjust your approach to keep content relevant.
Finally, it’s important to remember how social media can be more than a way to grow clicks and online engagement — it’s vital for community connection. “Social media is about building relationships as much as it is about promotion,” said Cook. “Engage with your audience, highlight their stories and make them feel like a part of your recreation community.”
Final Words
In a world fueled by technology and online platforms, it’s more important than ever for campus recreation departments to be in tune with how college students connect and communicate. From announcements on Instagram, comedic student features on TikTok and program highlights on Facebook, social media in campus recreation — when used efficiently — can be a catalyst for growth and connection.
