Dive Brief:

• Baylor University’s digital asset management solution has enabled the school to become the sixth most influential college on Instagram, as ranked by College Atlas.
• Baylor effectively utilizes social media to boost its profile, including Facebook, Instagram, and Twitter, with Pinterest and Tumblr for photos and YouTube and Vimeo for videos, Campus Technology reports.
• The university connects the cameras of its professional photographers via WiFi directly to its server, and the school’s marketing and communications staff use Netpublish from Extensis to streamline distribution of images to social media and traditional media outlets.

Dive Insight:

Baylor’s system allows the university staff to access and post photos almost immediately. The “live link” to professional photos from university events can be shared with traditional media members or others. The immediacy of posting photos during events as they happen, such as the university’s team playing in the softball World Series, plays a large role in boosting the school's social media profile.

Baylor has more than 49,000 followers on Instagram with a 10% to 12% engagement rate, compared to the 4.2% average. Why should other institutions take note? Social media engagement has contributed to higher application rates and record enrollment.