1. ECU Career Services Analytics Report
By: Aaron Mullen
Summary
Over a 91 day period the ECU Career Services Twitter Handle earned over 108.2k impressions,
averaged 1.7% overall engagement rating, accumulated over, 346 link clicks, 199 retweets, 142
favorites and 14 replies during that time period. This analytical report with break down the
significance of this data and offer suggestions on how to improve the efforts of our marketing
department from a social media perspective.
Impressions
An impression in the context of Twitter is a measure of the number of times a user is served a
Tweet in timeline or by specified research results. Clicking or not clicking isn’t taking into
accountant when measuring impressions, every time a tweet is displayed; it is counted as one
impression. During this 91 day, ECU Career Services Twitter earned 1.2K impressions per day.

2. Engagement

3. Followers
The majorityof our followersare foundinthe GreaterGreenville Areaof NorthCarolina.Ourmarketing
effortswouldbe bestutilizedcateringto thisdemographicof users.Twitteranalyticsstatesthatthe
majorityof ECU’s alumni are landingjobsinthe Raleigh-DurhamTriangle area,thisobservationis
supportedby the ~210 followersinthatarea. Withmostof our followersalsofollowing;@ECUalert,
@ECUAthleticsand@ECUProfessorit’ssuggestedthatwe mentionorincorporate these usersintoour
tweetstoincrease the likelihood thatare followerswill engage ouraccount.
Location
Top States
 ~960 followers in North Carolina (71%)
 ~40 followers in Kansas (3%)
 ~30 followers in Virginia (2%)
 ~30 followers in California (2%)
 ~30 followers in Texas (2%)
Top cities
 44% Greenville-New Bern-Washington, US ~600 followers
 16% Raleigh-Durham (Fayetteville), US ~ 210 followers
 4% Charlotte, US ~ 60 followers
 4% Greensboro-High Point-Winston Salem, US ~ 50 followers
 2% New York City, US ~ 30 followers

4. Demographic
As of April 14th
, 2015, we’ve accumulatedatotal of 1,503 followers,makingourpage one of the most
populartwitterhandlesonthe campusof East CarolinaUniversity. Ourusersare mostinterestedin
informationpertainingto;Graduate schools,Careernews,jobsearchingtipsandcollegelife.We’ve
beenprimarilyfocusingontweetingaboutjobsfairs,informationsettingsandresume tipsthispast
semester.Ibelievethat if we incorporatedinformationregarding how graduate degreescanincrease
long-termcareerearningpotentials,this wouldcapitalize onthe majority’s interest,aswell asserve our
primarypurpose asthe University’sCareerCenter.
Gender
51% M
49% F
Interests
Most unique interests
 15% Graduate school ~200 followers
 11% Careernewsandgeneral info ~140 followers
 9% Job search ~130 followers
 9% College life~120 followers
 7% Job fairs ~100 followers

5. Observations
Withthe average Facebookuserinthe UnitedStatesbeing40.5 yearsof age,Twitterhasbecome the
bestsocial mediaplatformtoreachor target market.Investingmost,if notall of oursocial mediaefforts
intomanagingour accountwill gainthe largestreturnsinthe longrun. The nextmarketingInternshould
have a fast knowledgeof Twitterandthe latestsocial mediatrends ingeneral.Instudent’sminds;
“perceptionisreality”,andwiththatbeingsaid.The CareerCentersTwitteraccountshouldkeepit’s
followingtofollower’sratioaslarge aspossible.Withourpage onlyfollowing 123 usersandhavingover
1,503 followers,ourusersseesthisratioasa matter of credibilityandoverall popularity.Thisputsmore
value onour message,aswell asthe othercampusTwitterhandleswe choose toendorse.Whenusing
www.Hootsuite.com toschedule tweetsinadvanced,this savesusvaluabletime.Whenitcomesto
postingdirectpicturestothe account,it’ssuggestedtodo thisthrougha cellphone orthrougha
computer.PostingpicturesthroughHootsuite createsalinkthatfollowershave toclickthroughto see
the mediathat’sbeingpresented.Ourfollowerswanttogetstraight tothe pointand,creating
unnecessaryclicksdecreasesoverall engagement.
Recommendations to Management
Our Twitter account would be more diverse if more staff members at the career center would
engage in the production of the account, having one faculty member creating all of the social
media content for the account results in apathy towards the end of the semester. At my
previous internship with ECU Student Media, every one of my supervisors took an active role in
posting social media content. This produced more creative thinking throughout the agency as a
whole.
Twitter Takeovers during campus events is also a good idea. This would allow a student or a
staff member to tweet all related posts during a specified time period. This event could be
marketed to create a buzz about our office on campus.
The first Hashtag contest – could’ve been marketed better but received the most engagement
after the winners were posted. Audiences are motivated by incentives.
Works Cited
https://support.twitter.com/articles/320043-tweet-activity-dashboard#
https://analytics.twitter.com/accounts/154nez/followers_dashboard

6. Points of Emphasizes:
 Growth over 91 Day period
 Impressions what increases and decreases them
 Followers Demographic, Location, Top Employment States/Cities
(Who does our followers follow)
 Interests of followers
 Observations – Focusing Efforts, Future Twitter Savvy Interns, Picture Posting
 Recommendations