EMU Today

YPSILANTI –  Eastern Michigan University’s Student Orientation Advising and Registration (SOAR) program is utilizing social media to engage with new students through a series of TikTok, hashtags, and free giveaways. SOAR is mandatory for all first-year students. The program includes advising and fall course registration, small group time led by a peer mentor, and presentations from the Office of Financial Aid and other campus departments. 

“We’re hoping students will use this opportunity to share real-life experiences and excitement about campus life,” said Calvin McFarland, associate vice president of Academic Service. “We know that TikTok is a fun and influential platform for students to share their experiences on campus.”

To increase the momentum and awareness of SOAR, McFarland is committed to reaching Generation Z (GenZ) where they are heavily engaged. The contest is designed to encourage prospective EMU students to share their registration experiences on TikTok by creating a short video using hashtags #EMUSOAR and #TRUEMU. Then they will be entered into a drawing to win a free EMU swag bag. Additionally, students are encouraged to share their experiences, admissions and orientation process.

TikTok is the leading destination for short-form mobile video. According to Forbes, TikTok is a social platform that lets users create and share entertaining 15-second videos, such as lip-syncing, skits and dance competitions. Over 60% of TikTok users are comprised of GenZ, which refers to users born after 1996. 

GenZ is one of the most diverse generations yet, with high levels of education, digital nativism, social and cultural awareness and a high propensity to be more expressive. McFarland said a large portion of students who attend SOAR represent GenZ.

With over 100 students who visit EMU for orientation, prospective students are encouraged to register at EMU to experience SOAR and the benefits. EMU has open availability to register for the following dates:

• Friday, April 22
• Saturday, May 14
• Thursday, May 26
• Saturday, June 4
• Saturday, June 18
• Friday, June 24
• Thursday, June 30 (Virtual Day Only)
• Saturday, July 9
• Saturday, July 16
• Saturday, Aug. 6

For more information about SOAR, visit EMU’s orientation page. Winners will be announced after each orientation a week following their participation.

About Eastern Michigan University

Founded in 1849, Eastern is the second oldest public university in Michigan. It currently serves more than 15,000 students pursuing undergraduate, graduate, specialist, doctoral and certificate degrees in the arts, sciences and professions. In all, more than 300 majors, minors and concentrations are delivered through the University's Colleges of Arts and Sciences; Business; Education; Engineering and Technology; Health and Human Services; and, its graduate school. EMU is regularly recognized by national publications for its excellence, diversity, and commitment to applied education. For more information about Eastern Michigan University, visit the University's website.