Individuals who work with online marketing and social media often face the challenge of bridging the gap between online communication and offline interaction with their audience. The difficulty lies in connecting the audiences, ensuring that the users you develop relationships with through social media are encouraged to participate in activities offline, and that people who attend your in-person events are encouraged to continue their conversations with you online.

A tool to help bridge the gap

The Alumni Association recently developed a simple tool to encourage alumni they connect with in-person to connect with them online – a business card. The idea behind the business card was to provide individuals a tangible reminder of the communication resources available to them. Rather than tell alumni, “You should like our Facebook page,” and expect them to remember the request and later find the page, we are offering them a physical reminder with a clear call to action – connect with us, and here is how you can.

• The front of the business cards offer a subtle reminder to alumni that even though they have graduated, they are still a part of our Missouri State community with the phrase, “Once a Bear, Always a Bear.”
• The back of the cards invite alumni to connect with the Alumni Association online and provide a reason why they should – “To receive the latest information on alumni events, Bears athletics and campus activities.” Finally, the cards list direct links to the alumni Facebook and Twitter pages, website and online community.

The Alumni Association plans to pass out the business cards at campus events where alumni are present such as move-in weekend, homecoming and commencement, and at MarooNation alumni gatherings across the country.