Department

Graphic Communication Department

Degree Name

BS in Graphic Communication

Date

6-2014

Advisor(s)

Kenneth Macro

Abstract/Summary

The objective of this research was to determine how to effectively send messages to different audiences using social media. More specifically, how can the Cal Poly Graphic Communication Department social media team effectively use social media to send messages to their three target audiences of prospective students, current students, and alumni.

The methods used to conduct this research included interviews, a survey and researching Facebook Insights of the Cal Poly Graphic Communication Facebook page. Interviews were conducted with nine people, three people from each target audience group. The survey was conducted through Survey Monkey and had a sample size of 67 participants. Facebook Insights were researched using the Facebook Insights tool that admin of the Cal Poly Graphic Communication page have access to.

Results from the research revealed different things about each target audience. Prospective students, current students, and alumni had different social media platform preferences and different social media habits. These results helped lead to conclusions. The first conclusion was that there was a lack of awareness about the Graphic Communication social media pages. The next conclusion was that the content of posts on social media was key in having an effective social media plan. The last conclusion was that different platforms should be used to target the different audiences.

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