The centennial of MIT’s relocation from Boston to Cambridge was a celebration we wanted to share with the world via social media. Coordinating a high-level initiative that involved more than 200 departments, labs, and centers would prove a massive yet doable challenge.
We identified content that we could share with our partners, then targeted the social media channels that would most likely post content centered around the “Century in Cambridge” message. We also identified collaboration tools, such as Dropbox, that would help us share assets throughout the entire social media community. We armed our social media partners with the assets and information necessary to share social posts with the tag #MIT02139. We also encouraged partners to create their own #MIT02139 content.
Momentum for the initiative grew from our initial tweet in December 2015 . Its popularity spread far beyond our MIT social media partners — the message was reposted and retweeted to the international audience. #MIT02139 made the national Twitter trending topics list for two key events: the Under the Dome open house (April 23) and Moving Day (May 7).