4. Social Media Tools
Social Mention
Twitalyzer
Tweet Archivist
Kred Story
My Observations
These are effective tools because it allows me to see how followers
feel about the IMCSLC accounts and in what areas we are influential
in, as well what areas our followers/ brand advocates are influential
on. This will help determine what the IMCSLC brand needs to improve
upon and discover what competitors are doing.
5. Sentiment Analysis
@IMCSLC
The @imcslc twitter account has a sentiment value of 3:0. The account contains 6% positive tweets, 2%
negative tweets and 58% neutral tweets. In order to improve and increase positive tweets, IMCSLC should
tweet more on a regular basis about the Kingston community, and related advertising topics, not just the
program.
#imcslc
The #imcslc hashtag has a sentiment value of 26:0. The account contains 36% postive tweets, 84% neutral and
0% negative. The majority of the #imcslc hashtags are neutral and IMCSLC can turn them positive by tweeting
about more positive topics, sharing positive articles/ news and talking about how great the students are and
how beneficial the program is.
IMCSLC Facebook Page
The IMC Facebook page has a sentiment value of 0:0, 0% positive, 2% neutral and 0% negative mentions and
post on Facebook. It’s a good thing that there is no negative feedback. The neutral mentions can be turned into
positives by posting on a regular basis about topics the IMCSLC community will be interested and engaged in.
IMCSLC Youtube Channel
The IMCSLC Youtube channel has a sentiment value of 1:0, with a 1% positive mentions 42% neutral mentions
and 0% negative mentions. Majority of the sentiments are neutral and coming from the first year student video
uploads on the account. Uploading more videos created by students can increase search ranking and a greta
way to attract potential students. To increase positive mentions, the videos should be promoted through other
social media channels to increase views and ratios.
6. Influencer Analysis
@IMCSLC
There are top six influencers on this account, the top two people are Derek Wilson, IMC student and
Joshua Hartson. These people are influential in the SLC community and this account has a reach of 50%
meaning it impacts half of its followers on twitter. We need to keep these people engaging and
interacting with IMCSLC, in order to get more people to become brand advocates. Klout score of 42.
#imcslc
The top influencers for the hashtag are Jim Elyot and Kathy Patterson, Advertising professors at St.
Lawrence College. Jim and Kathy are influential in the SLC and Kingston community. The hashtag has a
reach of 50%, having an influence on half of the followers/ people who see this hashtag. IMCSLC needs
to keep these people engaging and interacting with IMCSLC, in order to get more people to become
brand advocates and spread awareness.
IMCSLC Facebook Page
From my general observation of the IMCSLC Facebook page, 222 people like the page and 88 people are
talking about it on Facebook. The people who have liked the page are either current students, Alumnus
of the program or a few business professionals within the city of Kingston. The main influencers of this
account are current students, professors and alumnus.
IMCSLC Youtube Channel
From observation there aren’t many influencers on the IMCSLC Youtube channel, there are a few users
currently active- first years students who needed to upload videos for the projects came up a lot, which
is a great thing for program promotion.
9. Volume Analysis
@IMCSLC
The IMCSLC twitter account on average receives a mention every five hours with seven retweets.
As you can see in the graph below the tweets on the account are high at the start of the
week, drop to a low mid week and is a bit more active near the end of the week.
#imcslc
Plenty of tweets using the #imcslc hashtag, on average there is a tweet every 2hrs with the
hashtag. On the chart below you will notice that the hashtag is mainly picked up and used by the
followers during mid week.
#IMCSLC
#IMCSLC
@IMCSLC
10. Volume Analysis
IMCSLC Facebook Page
From my general observation of the IMCSLC Facebook page, 222 people like the page and 88
people are talking about it and its been active since March 2012. There is plenty of updates and
activity on the page both from the admins and the “likers”. Plenty of posts from program
professors communicating with students effectively.
IMCSLC Youtube Channel
I have noticed that students try to upload videos that are relevant to the channel and program as
much as possible. On average every 13 days (give or take) we have an interaction or mention on
Youtube. Ten videos uploaded, 10 subscribers and 932 video views (sometimes it is the same
people viewing different videos).
IMCSLC Facebook page IMCSLC Youtube Channel
11. Content Analysis
@IMCSLC
@imcslc has a strength of 2%, meaning the likelihood of the @imcslc being talked about on any
social media platform. @imcslc has been categorize as a “Casual user”, meaning the account isn’t
active regularly only during peak times. The content having 0.2 impact, 41% passion- having
followers mention imcslc repeatedly. The top keywords of the account are greg
awards, advertisements, Kingston, trendstalk, media. Capitalizing on these keywords would be
beneficial in promoting student events and initiatives.
#imcslc
#imcslc has a strength of 10%, likelihood of #imcslc being talked about. 58% passion- having
followers use the hashtag on a continuous basis. There are 50 unique authors creating content for
and related to the account. Top keywords are ocmc, mobile, digital and students.
IMCSLC Facebook Page
From my general observation of the IMCSLC Facebook page, there are multiple admins on the
page, posting, curating content and informing students and their community on important
subject matters, articles related to the advertising industry, student events/
initiatives, videos, jobs and advice. Many of the likers of the page such as current students and
alumnus also post frequently on the page to share jobs, etc. the page has 58% passion, the
likelihood of people talking about the page on social media platforms.
IMCSLC Youtube Channel
From observation the videos uploaded on the channel are most, if not all produced by students
for school projects, there are a few videos on testimonials and social mixers. 41% passion-
likelihood of the channel being talked about in other social media platforms. 10 video uploads in
total. Top search words for the channel are greg awards, Kingston, charity, and imcslc.
13. Benchmark Analysis
@IMCSLC
Other competing programs with twitter accounts.
Ie. @mcanetwork – Twitter account for Mohawk’s advertising program.
187 followers, 285 following. Not a lot of activity.
14. Benchmark Analysis
#IMCSLC Humber AdCentre
Other competing, similar
hashtags.
Other competing programs.
Ie. @HumberAdCentre- Twitter
account for Humber’s advertising
program.
Their hashtag is
#HumberAdWeeek #adcentre
#Humberadvertising
122 Followers, 170 following and
not a lot of activity.
15. Benchmark Analysis
Humber AdCentre
IMCSLC Facebook Page
Facebook Page
Other competing programs.
Humber AdCentre Facebook page-
Humber college’s advertising
program.
45 likes- plenty of activity on the
page.
Similar to the IMCSLC page
regarding types of updates.
Hasn’t been active as long as the
IMCSLC page.
16. Benchmark Analysis
IMCSLC Youtube Channel Loyalist PR Youtube Channel
Other competing programs.
Ie. Loyalist PR Youtube account.
0 subscribers, 386 video views.
1 video- promoting their program.
Channel has been live for a while
now, no activity.
*Conclusion: IMCSLC has an edge on
other college advertising programs
with their social media brand being
far more evolved and already
showing signs of strong brand
advocates from followers/ likers.
