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University of Phoenix exponential follower growth on TikTok® highlights successful approach to fostering community on social platforms

By Sharla Hooper

Social platforms provide effective space for online institutions to nurture student, alumni and stakeholder community

University of Phoenix continues to leverage unprecedented growth on social platforms including TikTok, Facebook, and LinkedIn, demonstrating the success of its approach to online community building. Following the launch of a TikTok account in December 2021, the university’s account now has more than 235,000 followers.

The University of Phoenix Career Institute® 2022 Career Optimism Index® study assessing the state of Americans’ career trajectories found that nearly 80% of workers felt optimistic about their careers. The University of Phoenix social media enterprise amplifies that optimism, centering content on career mobility interests featuring subject matter experts and thought leadership on career strategy.

“Our social enterprise is committed to creating a strong sense of belonging for our students and alumni,” states Amy Ortega, director of social media at University of Phoenix. “Our approach is to foster a positive space where we celebrate individuals’ wins and provide career-focused, relevant content and actionable advice to our communities. Our community seeks opportunities to relate to each other, entertain, and have fun together, too!”

University of Phoenix social strategy applies best practices in social media community building, with social content and livestreams focused on being authentic, relating, adding value, educating and celebrating student and alumni. For example, on TikTok, the University social team works with creators to develop rich and engaging content, and interact with the student community, re-sharing videos and being responsive. “We leverage social media as a place for two-way communication,” Ortega shares. “Our community members know our community managers by name.”

University of Phoenix measures success on social platforms by high followers, high engagement, amount of interactive content with constant spotlights and features, and extremely positive sentiment. As a primarily online university, the rapid growth and sustained connections with the online audience of students and alumni are evidence that a physical campus is not necessary to feel connected and build community.

Vanessa Vasquez, a student in the Bachelor of Health Sciences Administration program, actively engages with University of Phoenix social accounts and fellow community members. “I think the support of UOPX’s community and social media allowed me to feel like I am not alone in this college experience,” Vasquez shares. “It gave me the motivation I needed at times when I felt stressed and unclear of my future.”

Earlier this year, University of Phoenix was invited by LinkedIn, the preeminent professional social networking platform, to produce a newsletter as part of an early access group. The Career with Confidence™ newsletter launched its first edition on January 31 and has reached over 130,000 subscribers in the following months. The newsletter complements and frequently highlights content from a comprehensive suite of career support features offered as part of the University of Phoenix Career Services for Life® commitment which provides active students and graduates of degree and certificate programs access to career services and support, a job resources and tools hub, career coaching, resume building, career exploration tools, interview preparation, networking and mentorships.

University of Phoenix social communities are available on LinkedIn, TikTok, Facebook, and Twitter.

About University of Phoenix

University of Phoenix is continually innovating to help working adults enhance their careers in a rapidly changing world. Flexible schedules, relevant courses, interactive learning, and Career Services for Life® help students more effectively pursue career and personal aspirations while balancing their busy lives. For more information, visit