ABSTRACT
Lexington University (LU) is a midsize institution. In comparison to its competitors, LU has a strong presence on social media platforms. There is a focus on high-quality content designed to showcase the current student experience to prospective students. While Madison does not have a formal background in marketing/communications, she received both her bachelor's in Psychology and her master's in Student Affairs from LU. Her knowledge of the university and her professional connections across campus are highly valuable in her work. A major aspect of Madison's work involves personally interacting with individual prospective students on social media. Madison promotes popular recruitment hashtags that developed organically from the students for each incoming class. While Madison is on the forefront of this area with few best practices to work from, she has developed a process for analyzing her work. She carefully documents every interaction with prospective students online and works with Admissions to code each student in LU's student information management system.
