View Larger ImageMcNally Smith College of Music Joins The Conversation 
McNally Smith College of Music is a contemporary music school located in Saint Paul, Minnesota. Formerly known as Musictech College, McNally Smith was being overshadowed by its previous brand and was having a difficult time differentiating itself from the large, well-known music colleges in the US.
Risdall Online Marketing Group created a social media optimization strategy that engaged prospects while they were talking about music schools or music college alternatives. Instead of “shouting” messages into the online world, McNally Smith listened to what was happening, and created conversations to engage with those surrounding their industry and brand.
McNally Smith leveraged many online listening tools such as Radian6 to compile all mentions surrounding their industry. Then, McNally effectively engaged in the conversations through Twitter, RSS, Facebook, blogs, YouTube and other media.
The lack of awareness McNally Smith’s target audience had about their college led to the usage of social media to generate awareness. McNally Smiths goal was to be a part of online conversations surrounding music colleges.
Topic Clouds were used to measure as a benchmark to measure the sentiment surrounding McNally Smith. The Topic Clouds developed at the beginning of the outreach program didn't have any passionate or positive words surrounding McNally Smith or mentions of its location. During the outreach the Topic Clouds morphed and began displaying words indicative of a passionate following as well as mentions of the school's location. Brand mentions in User Generated Content surrounding music college conversations increased from 2.7% to 12.1%
October 2008 to July 2009
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