The Value and Impact of Social Media

Emma Gilmartin, Great Britain

Since joining the University of Glasgow in 2013, Emma has revolutionised the way the University approaches social media, putting its students and staff at the forefront of its activity. As head of the award-winning team, she oversees its strategic vision and digital content planning. She has unified the university’s online presence and led an overhaul of UofG’s social output – using emerging channels and live platforms to tell the UofG story, breaking world-changing news and research and growing community engagement. Emma was responsible for directing the social campaign for the University’s 2016 Gravitational Waves Discovery that saw record levels of engagement and resulted in awards from CIPR, HEIST & PRIDE and has built the University’s successful ‘UofG’ social brand. Before life at UofG, Emma successfully established social media at the University of Aberdeen and Netball Australia with the Australian national netball team, the Aussie Diamonds, in Melbourne.

University of Glasgow social media blog:


This session will look at the many ways social media has become an integral part of university communications strategies. 

In this session, Emma will use her experience at the University of Glasgow to explore a number of themes such as Open Channels, Takeovers and User Generated Content, as well as the use of central channels like Snapchat and Instagram to tell diverse stories of campus and student life. She will examine how best to create a community and will explain the success of the University of Glasgow’s recent  #TeamUofG onboarding campaign; and how to empower a social media community and create a student social media ambassador scheme.

The session will also discuss· how to tell compelling stories about research and the student experience, bringing it to life through images and video. In addition, Emma will discuss crisis communications with examples of where social media comes into its own in a crisis and how it can be used to manage potential public relations issues.  Finally she will consider how best to explain the value of investment in social media to senior management.