Organic Social Media Strategy for the University of Akron

Author

Alexander BuschFollow

College

Buchtel College of Arts and Sciences

Date of Last Revision

2026-01-06 09:30:54

Major

Communication

Honors Course

Honors Project: Communication 501

Number of Credits

3

Degree Name

Bachelor of Fine Arts

Date of Expected Graduation

Winter 2025

Abstract

This project develops a research-based organic social media strategy for the University of Akron, addressing the growing importance of digital communication in higher education and the need for authentic, student-centered engagement. Although the university maintains an active presence on platforms such as Instagram, TikTok, Facebook, and X, its current content often reflects a corporate tone that limits relatability and audience connection. This project proposes an alternative content strategy instead: organic advertisements. These are unpaid, and rely on the algorithm to be promoted. The project proposes a five-week content calendar featuring mascot-driven campaigns and event-based initiatives to strengthen brand identity and increase visibility without relying on paid advertising. Grounded in Uses and Gratifications Theory and Media Richness Theory, the strategy explains why students engage with specific types of content and identifies which formats best convey authenticity, emotion, and campus identity. A SWOT analysis of the university’s existing platforms, benchmarking against peer institutions, and an optional student survey inform the campaign’s design. Together, these components create an adaptable communication model that can enhance engagement, foster community, and support long-term enrollment goals.

Research Sponsor

Rhiannon B. Kallis

First Reader

Christopher C Keppler

Second Reader

Chad Welker

Honors Faculty Advisor

McKenna Vietmeier

Proprietary and/or Confidential Information

No

Recommended Citation

Busch, Alexander, "Organic Social Media Strategy for the University of Akron" (2025). Williams Honors College, Honors Research Projects. 2081.
https://ideaexchange.uakron.edu/honors_research_projects/2081