GWU Secret Show

The document discusses how Gardner-Webb University used social media, specifically the hashtag #gwusecretshow, to promote an on-campus concert. It describes the university's 10 step process, which included realizing social media is not magic, finding trends, becoming advocates, establishing goals, educating others, creating a core group of student supporters, making the cause meaningful, enlisting local leaders, involving the community, and monitoring/responding. The social media campaign was successful with no marketing budget, generating over 100,000 followers and fulfilling 8 scholarships. It also overcame challenges on campus and increased student recruitment.