In 2017, Alice Lacroix began studying communication at the University of Liège. During her bachelor's degree, she became deeply involved in university life, eventually serving as president of the student council.
Her bond with the institution endures over time: even after earning her Master's in Journalism, she finds it impossible to part ways with ULiège.
In September 2022, she defended her thesis and, just two weeks later, started working in the university's Communication Service. Since then, she has managed the institution's social media channels for all communications targeting the student audience.
In 2022, the Communication Service of the University of Liège took on the challenge of effectively reaching students. To address this, the university hired a full-time social media manager tasked with overhauling its communication strategy, focusing primarily on Instagram and TikTok.
The new approach quickly began to show positive results, making it easier for students to identify to ULiège's content, creating a relatable digital presence. Three years later, let's assess the outcomes and impact of this strategy.
Objectives of the session:
- Showcase how digital transformation strategies can humanize an institution's image;
- Illustrate the use of humor, trends, and relatability to foster student engagement;
- Share concrete tactics for growing social media presence and navigating platform-specific algorithms.
The presentation is structured into three key sections:
- Background & Objectives: A brief overview of ULiège's transformation timeline and strategic goals;
- Strategies in Action: A deep dive into our methods, including content creation, trend adaptation, and the integration of humor;
- Results & Impact: Highlighting tangible outcomes such as audience growth, viral successes, and addressing serious topics through relatable content.