For light rail maps and schedules, click here.
As the largest higher education institution in the state, the University of Minnesota is comprised of hundreds of schools, departments and organizations–all with vastly different audiences, objectives and communication strategies. Like most academic institutions, the University of Minnesota had a decentralized approach to online and social media communications. By 2011, the University of Minnesota found itself with an exhaustive list of 276 independent social media efforts, all associated with the University. There were no guidelines for social media practices or content use. In fact, the level of sophistication of site administrators varied greatly. This chaotic approach made it difficult for the University of Minnesota to effectively connect with audiences and spread organizational messages over the various channels. Simply put, the University’s own ingenuity created a barrier in their communications strategy.