Director of Public Relations
Lincoln Memorial University
Nikki Lockhart arrived on campus at Lincoln Memorial University in 2016, and in just a year a half, Facebook page likes spiked 34% and reach by 51 percent thanks to an astounding response to her efforts from alumni and the community.
When Lockhart first got to Lincoln, she was director of social media and helped develop the responsibilities of the post by concocting a social media blueprint for the quickly growing Lincoln Memorial, which is recognized for its superb undergraduate nursing and teaching programs (and has added programs in other areas such as medicine, vet and law).
Lockhart scoped out the LMU social landscape and saw a range of digital channels—including more than 50 Facebook pages, 30 twitter accounts and an increasing number of Instagram accounts. Lockhart utilized her background in journalism and marketing, and she pinpointed the strongest accounts and the quality content already produced. From there, she zeroed in on a strategy to grow the main LMU Facebook page.
After that, the page likes grew by the aforementioned 34% and reach by 51% in just a year and a half. And, after determining the most engaging posts involved campus photos, Lockhart began utilizing her own photos to capture images around the Harrogate, TN campus and drive engagement with the Lincoln community.
Lockhart also collaborates with the Lincoln athletics department on its various social media pages, and has effectively underscored the importance of using social platforms to university leaders.