Today we’re releasing a new case study featuring Zuum client University of Southern California. This case study take a deep look into how a top university approached one of their biggest social media initiatives of the year, graduation.

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.

In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.


Highlights of the case study

  • Highest engagement rate of all graduation campaigns: 58% above competitive average
  • Single highest engagement rate of any social media account: Instagram
  • Early content scheduling ramp-up: 12% increase in engagement