Like most organizations, Yale has a presence on multiple social networks – includingTumblr, Facebook, Twitter, Instagram and YouTube. Instead of keeping their social e
f ortssiloed, Yale uses all their networks to cross-promote di
f erent content across platforms. Forexample, Yale will promote an infographic on Tumblr with a teaser on Facebook to helpdrive tra
c back Tumblr. It has also found Instagram to be a good source of campusphotos that can then be disseminated across Tumblr.Beyond integration, Yale was able to use the data from Union Metrics from Tumblr todetermine the types of content that perform better on Tumblr as compared to other socialnetworks. With a super sleek interface, Tumblr’s highly visual platform is ideal forbroadcasting Yale’s informational infographics. More importantly, Tumblr is an excellentcontent discovery platform. Using relevant tags, Yale is able to target content to specificaudiences with related interests. In turn, this group is far more likely to share the post.