Making an impression @UTampaSpeech - A case study using Instagram at The University of Tampa’s Center for Public Speaking

Oct 15, 2026

Uploaded by kopisore

Making an impression @UTampaSpeech presents an 11-month case study by The University of Tampa’s Center for Public Speaking to evaluate whether Instagram is an effective social media platform. The study examines fit with the center’s audience and goals through usage data, platform comparisons, and undergraduate focus group perspectives. Based on feedback, the center shifts from Facebook and deprioritizes Snapchat, then develops actionable Instagram “best practices” for content and timing to strengthen visibility while maintaining an academic undertone.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages5

Reading Time13 min

AccessFree to download

Organizational Culture

Who We Are, What We Do, and Our Use of Social Media

Case Study Findings

Instagram as the Right Platform

Focus Group Perspectives

Best Practices for Using Instagram to Market Your Center

Making an impression @UTampaSpeech: A case study using Instagram at The University of Tampa’s Center for Public Speaking Meredith L. Clements, Ph.D. University of Tampa Kristen A. Foltz, J.D. University of Tampa Sophia Gullo University of Tampa Instagram is one of the most widely used social networking sites for college students (Smith & Anderson, 2018) . But using a medium because it is popular does not equate to effective use. During 2018-2019, The University of Tampa’s Center for Public Speaking performed an 11-month case study to assess our use of Instagram to examine whether it was the right platform for our communication center. We determined it was, and we offer “best practices” to use in the future and suggest other communication centers consider performing case studies of their own to assess their use of social media. Keywords: Public Speaking, Social Media, Marketing, Instagram, Speech Center Follow The Center for Public Speaking @UTampaSpeech on Instagram! Organizational Culture: Who We Are, What We Do, and Our Use of Social Media The University of Tampa is a private, mid-sized liberal arts university located in the Southeastern United States. The Center for Public Speaking was founded in 2010 within the Speech, Theater, and Dance Department. In 2020, our Speech faculty will join the Department of Communication and The Center will transfer its affiliation. The Center operates using its own budget that was acquired in 2019 under the leadership of its new director, who is the first author of this piece. As the spring 2019 semester closed, the university reported an enrollment of approximately 9,000 students. The Center experienced over 2,000 visits in the 2018-2019 academic year, serving roughly 22% of the study body. Like most undergraduate populations, our student body has a range of academic and professional interests, which means the Center must market its services to a varied audience regardless of major. Social media platforms can be an integral component of communication strategies intended to boost an organization’s visibility. But how do we use them effectively within a university setting? Is Instagram the right platform for a communication center and if so, why? During 2018-2019, The University of Tampa’s Center for Public Speaking performed a case study to assess Instagram’s effectiveness and determine “best practices”for future use. This article highlights key takeaways our research team learned during our 11-month case study using Instagram to enhance our center’s visibility. Facebook and YouTube remain the most widely used social media platforms in the U.S., but Instagram and Snapchat are the most popular among undergraduates, which is our Center’s target audience (Smith & Anderson, 2018) . To confirm the userpreferences of our target audience, our research team organized a focus group with undergraduates who varied in majors and year of study. The following quotes are excerpts that represent the perspectives of the group: “I don’t want the Center or anything academic flowing into my Snapchat. That account is for my social life and I don’t want it saturated. Instagram is different. Ifollow all different types of accounts”(Student S) . While our target age audience (age 18-24) uses Instagram at a rate of 71%, which is slightly less than Snapchat, which was reported at a rate of 78%, according to Smith & Anderson (2018), we followed Student S’s advice to avoid Snapchat because of our goal to maintain the academic undertone of our Center. Another student described why Instagram was the best medium for us, saying: “I spend most of my screen time on Instagram and am not picky about my feed. It’s the easiest way to stay in touch Iknew the Center was closed the week of finals because of your post” (Student C) . The “easiness” Student C communicates is supported by the significant amount of time she/he spends on the platform. Weaving The Center’s profile into an already existin

FAQs

What problem did the Center for Public Speaking investigate in the case study?

It assessed whether Instagram was the right platform for the center by evaluating effectiveness and fit within a university setting.

How did the study gather evidence about student preferences?

It used platform usage context and organized a focus group with undergraduates who varied in majors and year of study, including direct quotes reflecting their views.

What “best practices” did the center develop for Instagram use?

The document outlines guidance on content themes (e.g., student-centered posts and student spotlights) and timing (e.g., posting right after in-class events to keep posts current).

Oct 15, 2026

Uploaded by kopisore