Case study: How UCLA became a trending topic on Twitter during Commencement

In May of 2011, UCLA Marketing & Special Events was approached to help create a more engaging and dynamic Commencement experience online through the use of social media. With only a few short weeks to make this happen, we began to think strategically about what opportunities and tools existed given our limited time and resources.

Through a combination of social media integration on the web via widgets from Facebook and Twitter, an official Twitter hashtag, real-time updates on Twitter the day of Commencement, and more traditional avenues such as a takeover page on the main UCLA homepage, we were able to successfully create a more social and engaging Commencement experience for UCLA. The end result - UCLA became a trending topic on Twitter.

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Using Facebook's 'Like' button to drive web traffic

Facebook Like button A while back I wrote about UCLA Happenings implementation of Facebook's Social Widgets using the 'Like' button, and how it can lead to higher click-through rates, traffic referrals and more engagement for websites. To quickly recap, "The 'Like' button lets a user share your content with friends on Facebook. When the user clicks the 'Like' button on your website, a story appears in the user's friends' News Feed with a link back to your website."

A recent article by CNN talks about the impact of the 'Like' button and the results are impressive:  "ABC News reported a 190 percent increase; Gawker's traffic shot up by 200 percent; Sporting News said their site traffic was up by a shocking 500 percent; and NBA.com said that Facebook had become their second-largest referral source."

Since implementing in April of 2010, UCLA Happenings has also seen a large referral of traffic from Facebook.  Facebook has become one of our top ten referral sites for traffic and continues to be an important factor in keeping users enagaged on the site.