TwitterやInstagramといったSNSを活用して、集客・広報活動を行う大学同窓会(校友会)が増えています。

受験生獲得のためにオープンキャンパスの開催告知を行ったり、寄付金徴収・イベント参加率向上を目的に卒業生向けの情報を発信したりと、投稿する内容はさまざまです。

また、SNSの運用を通じて、卒業生や地域住民といったステークホルダーからコアなファンを作り出すことも可能。

大学イベントへの参加率増加や寄付金活動などに繋がる、よい関係性を構築できるかもしれません。

学校のSNSが多くの人の目に留まることで、入学率アップも見込めるでしょう。

今回は、大学の同窓会 / 校友会はSNSをどのように活用していけばいいのか、他大学の成功事例を交えながら詳しく解説します。

関連記事：【2022年最新】大学SNSフォロワー数ランキングを公開！ 2021年から順位が上がったアカウントも紹介

＜目次＞

１．学校法人業界の現状

少子高齢化の影響により、学校法人を取り巻く環境は年々厳しくなっています。

その大きな問題のひとつが、学生数の減少です。

出生数、合計特殊出生率の推移 (内閣府)によると、過去最高を記録した昭和24年の出生率は269万人。
これに対し、平成29年の出生数は94万人となっており、年々減少し続けているのが現状です。

こうした状況を打開すべく、新学部の新設や組織体制の再編成を行う大学が目立つようになってきました。

しかし、いずれは入学定員を確保できなくなり、入学金や国からの補助金などの帰属収入で学校存続に必要な財源を確保するのも難しくなってしまいます。

そのため、卒業生とその保護者、地域住民との関係を維持することがより重要となっていきます。

こうしたステークホルダーとの関係を強化するうえでも、TwitterやFacebookといったSNSは欠かせないツールのひとつだといえます。

２．なぜSNSの活用が必要なのか

代表的な集客方法・広報活動といえば、新聞やパンフレット、テレビCMなどの媒体が中心でした。

しかし、スマートフォンの普及に伴い、TwitterやInstagram、TikTokなどソーシャルメディアのアクティブユーザー数は右肩上がりに伸びています。

ここで、総務省情報通信政策研究所が発表した「令和元年情報通信メディアの利用時間と情報行動に関する調査報告書＜概要＞」を見てみましょう。

調査報告書によれば、10代〜60代の全年代が1日(平日)平均約3時間近くをインターネット利用に費やしているのが分かります。

休日に至っては4時間以上です。

老若男女を問わず幅広い世代でスマホの利用時間が伸びていることからみても、SNSを広報活動や集客ツールに使わない手はありません。

３．SNSを活用するメリット

大学の広報活動にSNSを活用するメリットは、ブランディングに役立つという点。

卒業生や一般の方々が思い描いているキャンパスライフと実際の大学生活には、多少なりともギャップがあります。

世間のイメージと大学のギャップを埋めるために有効なのがSNSです。

特に写真や動画共有に特化したInstagramは、フィルター機能が充実しています。

校舎や食堂など何気ない風景も、フィルター機能を使えばフォトジェニックな作品に様変わり。

その学校ならではのこだわりや世界観を発信したいときにはおすすめのツールです。

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また、ホームカミングデーや卒業生向けイベントの告知・集客を行うなら、Twitterが効果的。

Twitterは拡散機能が高く、フォローしていない他の人にまで通知が届きます。

一度に不特定多数の人へ情報を共有したいときは、Twitterを利用しましょう。

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４．SNS活用の成功に向けて意識すべきポイント

1. ターゲットによって使い分ける

情報を発信する際は、ターゲットに応じて各SNSを使い分けましょう。

例えば、Facebookは40代～60代の年配卒業生、TwitterやInstagramは20代～30代の若手卒業生、といった使い分け方です。

伝えたい内容やイベントに呼びたい年齢層にあわせて、告知方法を工夫してみましょう。

2. 定期的に更新する

SNSは投稿日を決めて運用しましょう。

投稿が不定期、あるいは情報発信の頻度が少ないと「フォロワーが減る」「閲覧率が下がる」といったリスクがあります。

どのSNSにどんな内容を投稿するか、といったコンテンツ内容は事前に決めておきましょう。

定期的な投稿をコツコツ継続していくことで、新規ユーザー獲得に繋がります。

3. 親近感のある投稿を心がける

イベント開催の告知や新着情報の共有だけでは、ユーザーに飽きられてしまう可能性があります。

卒業生が映画やテレビに出演したり、大学がドラマのロケ地で使われたなど、流行りのメディアをトピックにするのもSNSを成功させるポイントです。

自分と相手に何かひとつ共通点があるだけで、親近感を持つものです。
ただし、「面白かった」「楽しかった」という感想で終わらないようにしましょう。

また、投稿の内容は伝えたいことを簡潔にまとめて発信することがポイントです。

ユーザーの大半は、電車の移動時間や仕事の休憩中などのちょっとした隙間時間に投稿を”流し読み”する程度で、本文を一字一句読んでいるわけではありません。

各SNSで情報が整理されている方がわかりやすく、ユーザーから興味を持ってもらいやすくなります。

５．大学同窓会・校友会のSNS活用事例

それでは、SNSを活用して行われた大学同窓会 / 校友会の集客・広報活動の事例を紹介していきます。

いいねを多く獲得し、集客・広報活動に成功した事例や、参考にしたくなる有名大学のSNS活用方法など、それぞれの特徴を解説します。

1. Twitter

青山学院校友会大学部会

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青山学院校友会は、駅伝部をはじめ、在学生の活躍を積極的に発信。

さらに、大学OB (NEWSの加藤シゲアキさん) や大学関係者 (原監督) のメディア出演に関する情報を投稿し、広報に役立てています。

また、卒業生に向けてTwitterのアンケート機能を上手く利用し、機関誌『あなたと青山学院』に関する意見も募集。

卒業生も気軽に回答でき、結果もすぐに分かるため、ニーズを的確に把握することができます。

山形大学校友会

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山形大学校友会はTwitterを活用し、サークルや部活動、校友会の活動の紹介投稿を定期的に行っています。

卒業生を対象にしたセミナーや、交流会や同窓会イベントの告知なども発信。

山大生主催の活動支援プロジェクトの告知をはじめ、山形大学校友会のロゴマークをTwitterで募集したり、2018年には山形大学の食堂を利用できるお食事券のプレゼント企画といった、ユーモアな企画も数多く投稿しています。

Twitterを上手く活用し、卒業生を大学イベントに巻き込んだ活動の広報を積極的に行っています。

筑波大学 (TSUKUBA FUTURESHIP)

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事業開発推進室が運営している筑波大学futureship。

ホームカミングデーなどのイベントや大学OBの活躍など、卒業生向けの情報を発信するアカウントです。

定期的に卒業生・在学生の情報を発信し、イベントが開催される際は積極的にリツイートや関連ツイートを拡散したりと、Twitterを広報活動に大いに役立てています。

2021年1月に行われた、筑波大学生を対象にした「コロナ禍における食料無料配布支援事業」では、投稿に＃(ハッシュタグ) の活用や関連ツイートの拡散を行ったりと、広報に積極的に力を入れています。

その結果、告知のツイートは5,000を超えるいいね、約3,000のリツイートを獲得しました。

ちなみに、2020年11月には大学公式Twitterが開設され、既に3,000人を超えるフォロワーを獲得しています。

筑波大学futureshipのアカウントと連携し、卒業生向けの情報を大学公式アカウントでも拡散したりと、Twitterの特徴を上手く活用できている事例だといえるでしょう。

関連記事：YouTube・Facebookで合計15,000再生獲得！ホームカミングデー集客戦略成功の施策

2. Instagram

立教大学校友会

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創立147年と長い歴史を誇る立教大学。
同校では校友会公式のInstagramを運用しています。

煉瓦造りの校舎やステンドグラスが美しい教会、パイプオルガンなどの写真を数多く投稿。
フォトジェニックな写真を通して、長い歴史と伝統を学校の魅力としてアピールしています。

また、若手卒業生向け企画「Casual Party」や、ホームカミングデーなどのイベント告知・集客にも活用しています。

ホームカミングデーの告知の際は、当日まで出演者によるカウントダウンの投稿をしたり、投稿の画像をパズルのように配置して1枚の写真に見せたりと、Instagramだからこそできるさまざまな工夫を行っています。

大谷大学同窓会

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大谷大学同窓会のInstagramでは、春は桜、夏は清々しい新緑というように、風情を感じられる四季折々のキャンパス風景を投稿。

インスタ映えを意識した写真を投稿し、ファン (フォロワー) を増やすことによって集客や広報としての役割だけでなく、大学を魅力的に見せることにも繋がります。

3. Facebook

早稲田大学校友会

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早稲田大学校友会が運営するFacebookでは、大学の研究や卒業生の活動について定期的に投稿しています。

思わず「おっ！」と興味が惹かれる内容のコンテンツを発信したり、新設校舎設立の様子や「早稲田大学あるある」など、卒業生や一般ユーザーも興味関心を惹く内容の投稿が多いのが特徴です。

立教大学校友会

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先ほども紹介しました立教大学校友会。Facebookでも校友会公式アカウントを運営しています。

Instagramの事例でも紹介しましたが、フォトジェニックな写真が魅力的です。

卒業生・在学生の活動情報やクリスマスイベントなど、大学行事に関する情報をタイムリーに発信しています。

親近感のある文面で、読んでいる人を飽きさせない投稿内容は参考になるのではないでしょうか。

獨協大学同窓会

%3Cdiv%20style%3D%22display%3A%20flex%3B%20justify-content%3A%20center%3B%22%3E%3Ciframe%20src%3D%22https%3A%2F%2Fwww.facebook.com%2Fplugins%2Fpost.php%3Fhref%3Dhttps%253A%252F%252Fwww.facebook.com%252FDokkyoUniversityAlumniAssociation%252Fposts%252Fpfbid02ehNRJSbndi5y9LSrLq1eoiUHsYyk88CswYnYe8kvJF4fBSxqEzweRRYQVEHvYnfTl%26amp%3Bwidth%3D350%26amp%3Bshow_text%3Dtrue%26amp%3Bheight%3D543%26amp%3BappId%22%20width%3D%22350%22%20height%3D%22543%22%20style%3D%22border%3Anone%3Boverflow%3Ahidden%22%20scrolling%3D%22no%22%20frameborder%3D%220%22%20allowfullscreen%3D%22true%22%20allow%3D%22autoplay%3B%20clipboard-write%3B%20encrypted-media%3B%20picture-in-picture%3B%20web-share%22%3E%3C%2Fiframe%3E%3C%2Fdiv%3E

2018年に創立50周年を迎えた一般社団法人獨協大学同窓会。
同校では事務局公式のFacebookを運用しています。

獨協大学同窓会は、スポーツ選手として活躍している卒業生の最新情報、メディア出演告知といった、自校をアピールする重要な宣伝ツールとしてFacebookを活用しています。

このほか、オープンカレッジのオンライン講座・イベント開催の告知をはじめ、卒業生の活躍ぶりが分かる過去の写真を定期的に投稿。

また、現在や昔の大学の様子も定期的に投稿し、見ている人の興味関心を上手く惹いています。

卒業生・在学生はもちろん、一般ユーザーからの返信率が高く、周囲を巻き込みながらよい関係性を築けているといえるでしょう。

立命館大学校友会

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立命館大学校友会もFacebookを運用し、卒業生・在学生の活動情報も積極的に発信しています。

また、最近ではバトントワーリングや相撲、将棋などコロナ禍で頑張っている在学生の様子を多数投稿。

現在の大学の活動を通して興味関心を持ってもらうことで、認知度の向上はもちろん、ゆくゆくは校友会への寄付に繋げたいという狙いもうかがえます。

武蔵野美術大学校友会

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武蔵野美術大学校友会では、アーティステックな写真や動画を一緒にFacebookへ投稿。

思わず手を止めて眺めたくなってしまいます。

ユーザーの興味・関心を惹く投稿の魅せ方は、さすが芸術学校ならではですね！

4. LINE

法政大学校友会

20代～30代の青年層の卒業生を対象としたHOSEI Orange Community (以下、HOC) では、公式のLINEアカウントを開設しています。

ビジネスに活かせるセミナーや異業種交流会、ホームカミングデーの開催告知など、数多くのイベント・取り組みを発信。

公式LINEアカウントには、20代～30代の若手世代の利用者が多数登録しています。

イベント開催前は登録者にメッセージを一斉配信でき、若手卒業生の集客に繋がっているようです。

近畿大学校友会

近畿大学校友会にも公式のLINEアカウントがあり、近畿大学Newsや卒業生限定イベントなどの最新情報を発信しています。

食べログと連携した「KINDAI FOOD FES」では、近畿大学の卒業生がオーナー・店長を務める飲食店や大学周辺のお店を掲載。

卒業生同士のネットワークを拡大すると共に、地域活性化を目的とした取り組みです。

LINE公式アカウントに友達登録しておけば、グルメフェス参加店舗のお得な特典を受けられます。

６．まとめ

SNSは定期的に発信し続けることが大切です。

長い間更新がされず放置されたような印象を受けてしまうアカウントでは、せっかくSNSをフォローしてくれても閲覧率が下がってしまい、ユーザーとの関係性を維持していくことは難しいでしょう。

ご紹介した大学同窓会 / 校友会の事例のように、定期的に更新することはもちろん、親近感があり、読み手の興味を惹くようなコンテンツを発信することを心掛けましょう。