Students worked with Tandon Marketing to assess Tandon's social media impact. They investigated old outlets where Tandon had existing pages (Facebook and LinkedIn), and explored new outlets (Instagram and TikTok), where Tandon had no presence. A comparative analysis with peer universities showed the potential of expanding the Tandon social media footprint. Students drew upon their own experiences as Gen Z social media users to make targeted suggestions for content. Students used Brandwatch to monitor social media volume and sentiments related to Tandon social media pages.

Keywords: Social Media, Marketing, Communications, Higher Education