Here is a project that I worked on in my Strategies for Emerging Media class where I looked at Facebook, Twitter, and Youtube data from the International Collegiate Programming Contest. From the data I created a social media strategy for the company to help them be more successful in the future.

1. ICPC Report
Isabella Downs

2. Overall Communication Goals
1.) Content that makes the contestants look good
2.) Content that focuses on the sponsors
3.) Content that recognizes staff

3. Summary
1.) Contestants
2.) Sponsors
3.) Staff

4. Business Questions
★ How can I achieve the highest engagement on social media platforms?
● How can my content reach more of my potential audience?
● How can my content get more shares?
● How can my video content receive high watch times?

5. Present Success of Facebook Efforts
-The hashtag #MotivationMonday
- Posts with videos and links
-Organic impressions

6. Figure 1. This displays the average amount of times different types of content from the ICPC Facebook
appeared on users feeds

7. ICPCNews Facebook Engagement
Highest Engagement:
● Photos
● Mostly in February-March
● Mostly in the AM
● “MEET THE TEAMS OF 2020”

8. ICPCNews Facebook Engagement
Medium Engagement:
● Photos
● Mostly in February - March
● Mostly in the AM
● More descriptive content

9. ICPCNews Facebook Engagement
Negative Engagement:
● Videos
● January
● SWERC

10. Improvements for Facebook for the next 6 months
-Increase user-generated content
-Include more frequent hashtags
-Effective sponsored posts
-Create a monthly posting goal
-Decrease SWERC posts

11. Goals and KPIs for Facebook
Goal: Increasing engagement on the ICPC Facebook page

12. Goals for Facebook
Goal: Increasing the total amount of paid impressions to the
ICPC Facebook page’s targeted users

13. Goals for Facebook
Goal: Posting more visuals/links to the ICPC Facebook page

14. Present Success of Twitter Efforts
-URL clicks
-User profile clicks
-Impressions

15. ICPCNews Twitter Engagement
Lowest Level Engagement:
● “Check it out”
● Evening posts
● Mostly from Febraury 2020

16. ICPCNews Twitter Engagement
Medium-Highest Levels of Engagement:
● “MEET THE TEAMS”
● #ICPC
● Middle of the day posts
● March 2020

17. Improvement for Twitter for the next 6 months
-Replies on tweets
-Sponsored tweets
-Retweets
-Type of content

18. Figure 2. This displays the amount of URL clicks from the 4 sponsored tweets in the dataset

19. Goals and KPIs for Twitter
Goal: Increase the number of posts that ask for feedback

20. Goals and KPIs for Twitter
Goal: Having more effective sponsored tweets

21. Goals and KPIs for Twitter
Goal: Create a variety of content on Facebook and Twitter

22. Present Success of Youtube Efforts
-Impressions
-Reaction videos
- Behind the scenes content

23. Figure 3. This displays the average amount of times viewers watched a video after
seeing an impression of an ICPC video (average click-through rate)

24. ICPCNews Youtube Engagement
Medium-High Engagement:
● Posted in May
● Problem solving videos
● Behind the Scenes videos
● Learning videos

25. Improvement for Youtube for the next 6 months
-Behind the scenes / learning content
-Engaging video titles
-More consistent postings

26. Goals and KPIs for Youtube
Goal: Increase the number of Reaction videos

27. Goals and KPIs for Youtube
Goal: Increase watch time on Youtbe videos

28. Final Thoughts
1.) Make changes
2.) Track results
3.) Compare