Ole Miss Instagram page. Photo: Illustration, The Daily Mississippian.
University of Mississippi Communications has established itself as one of the most interactive in the country when it comes to social media.
The Ole Miss Instagram and Pinterest accounts won first place in their respective categories in PR Daily’s 2013 Social Media Awards, given out Feb. 18. The Instagram team won the Best Use of Instagram category, and the Pinterest team took the Best Use of Pinterest category.
Ryan Whittington, a member of both teams, said the awards show the emphasis Ole Miss puts on social media, as well as the hard work of a few.
“We were beyond excited when we found out we were finalists,” said Whittington, assistant director for social media for the university. “It says a lot about our team, our university, and it shows we take a lot of stock in social media excellence. We probably have four individuals that work on social media, and I’m the only full-time one. This proves we can work together and have content that students want to see, which is obviously our number-one priority.”
PR Daily’s website said the university’s Instagram account won the award because it “cultivated and curated an Instagram account that spoke directly to its audience,” and because of the account’s effective illustration of the Ole Miss experience.
PR Daily particularly recognized the app for its appeal to users under age 25; the app features prospective and current students’ photos and videos in addition to those shot by professional university photographers.
Approaches like these have led to four of its photos appearing on Instagram’s most popular page as well as making Ole Miss’ account one of the top 10 most engaging university accounts in the United States.
PR Daily was quick to praise the university’s Pinterest page for its remarkable story as well. Starting with a nonexistent budget, a four-person team transformed the university’s page into the third-most-followed university account in the U.S. behind Michigan and Texas A&M in just one academic year.
PR Daily cited the page’s ability to create unique and free content, its use of in-person events to reach prospective audiences and its collaborations with local businesses, the university’s athletics department, the education school and the pharmacy school to promote the Pinterest page.
Users of the Pinterest page have the option to obtain 8.5-by-11 printouts from the site, a unique feature that has drawn attention to the university’s page. These pictures have been seen at tailgates, among home décor and in other places.
Whittington said the printouts, which have been downloaded more than 70,000 times, came from the rich tailgating traditions seen at Ole Miss.
“We mainly saw the printouts being used for tailgating, but we’ve seen them in a lot of places,” he said. “People’s homes, even on the walls of wedding receptions.”
As for the future, Whittington said the university’s social media focus will be on promoting the use of videos and hosting contests to bring in even more users.
“We are focusing on short, interactive and engaging for all social media platforms,” he said. “Our big focus is engagement, and contests are the best way to engage. Check us out next semester.”
The Ole Miss Instagram account is managed by Will Hamilton, Ryan Whittington, Lindsey Abernathy, Win Graham, Dennis Irwin and Elizabeth Burgreen. The Pinterest page is managed by Lindsey Abernathy, Ryan Whittington, Meredith Edwards and Jennifer Farish.
— Pete Porter
tjporter@go.olemiss.edu
