Twitter and Facebook help UCAS to social media success
THEY are the champions.
Staff at UCAS have been named the best in Europe for customer service in social media in The European Call Centre Service Awards.
The team at the university admissions service in New barn lane, Cheltenham triumphed over brands including internet provider EE, 02-Telefonica UK and Sussex police.
UCAS digital media manager Beth Hayes, said: “We’re ecstatic. It’s such an achievement for us – we were up against big names, so just to be shortlisted was fantastic.
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“We wanted to show how a company like UCAS can use social media to benefit its customers.
“In 2012, 92 per cent of applicants used Facebook, and 50 per cent regularly used Twitter, so it’s really important that we are in this social space.“
Beth said the team used creative thinking to ensure customers received a good service.
She added: “We do a number of things – we answer every question that is posted on our Facebook and Twitter pages so students are guaranteed to receive a response. We also monitor mentions of UCAS on Twitter and respond to any queries where possible. This way we’re helping students without them having to contact us directly.
“We also provide how-to video guides, which we promote through social media. These are really popular and are often used in schools to explain how to apply – it’s great to know that they help potential students.”
After feedback from users of the advisory service, UCAS created video case studies of people going through the admissions and clearing process.
Student bloggers were recruited, with last year seeing first years and parents also blogging to help youngsters and their parents manage the transition of starting in higher education.
Beth added: “We recently launched a series of new videos for deaf students, using British Sign Language, which is also proving really successful.
“Winning this award is a huge achievement and shows that we’re doing the right thing for applicants.”
At its busiest time of year, A-level results day on August 15, staff at UCAS responded to more than 3,000 individual questions.
The UCAS Facebook page has more than 70,000 likes and its Twitter account – @UCASonline – is followed by more than 52,000 people