Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Assessment for Higher Ed Professionals

364 views

Published on

This presentation was created for the Association of College Unions International Annual Conference.

It was chosen to be a Flash Session (20min) and due to the amount of information I had, and limited amount of time, I chose to make my slides very text heavy so that others could utilize the information on their own at a later date if necessary. Usually my slides would be sparse, but I felt it would be more useful to include as much info as possible.

Published in: Education, Technology, Business
  • Be the first to comment

  • Be the first to like this

Social Media Assessment for Higher Ed Professionals

  1. 1. Presented by: Jennifer Keegin, Associate Director for Campus Activities, Binghamton University
  2. 2.  Top 2 benefits of social media advertising were found to be:  Increasing Exposure  Increasing Traffic  78% of participants found that increased traffic occurred with as little as 6 hours per week invested in social media marketing.  3rd Year in a row – marketers want to increase their social media efforts via YouTube. Blogging came in 3rd behind FB.
  3. 3.  In order to measure the effectiveness of your social campaigns, it’s critical to know your objective.  What should that be?  Raise awareness of your brand.  Gain followers of a particular type.  Drive traffic to your website.  Provide real-time customer service.
  4. 4.  Facebook Insights
  5. 5.  Facebook Insights - Posts
  6. 6.  Facebook Insights – Post Types
  7. 7.  Facebook Insights - People
  8. 8.  Facebook Insights – People Engaged
  9. 9. Facebook Points System Likes: 1 point each Comments: 5 points each Shares: 10 points each
  10. 10.  Twitter Analytics via Hootsuite
  11. 11.  Twitter Analytics via twtrland
  12. 12.  Google Analytics (Tumblr/Blogs)
  13. 13. Instagram
  14. 14. Instagram – Simply Measured
  15. 15. INSTAGRAM ACTIVITY PHOTO POSTS VIDEO POSTS 3.0 3.1 3.0 ENGAGEMENT PER POST 128 122 6 ENGAGEMENT TOTAL 42 40 2 POSTS NEW MOST ENGAGING POST MOST ENGAGING FILTER Hefe MOST ENGAGING LOCATION University Union Luckily, I'm always sporting red. #Pebble #WearRed...
  16. 16. 0 5 10 15 20 25 30 35 0 1 2 3 4 5 6 7 8 9 10 Engagement Posts Instagram Activity Photos Posted Videos Posted Engagement ACTIVITY DETAILSACTIVITY DETAILS 116Instagram Likes per photo per video 2.8 2.5 12Instagram Comments per photo per video 0.3 0.5
  17. 17. 0 2 4 6 8 10 12 TotalEngagement Engagement Outside of Instagram Twitter Facebook per post Tweets FB Likes FB Comments FB Shares per post per post per post 1.0 0.0 0.0 0.0 0 0 0 1 33 1.2 2 1.0 00 NEW PHOTOS NEW VIDEOS 0.0 0.0
  18. 18. 2 2 1 1 1 1 1 1 1 1 mrskeegin jbowkz tbaclawski latinegro biggietoms slickwraps chrisconzen enewtski emm_dee_emm victorleaos Number of Comments Most Active Commenters 1 1 1 1 1 1 1 0 note excited acui crack acui conference bring conference crack bring Number of Mentions Keyword Analysis (Comments)
  19. 19. 0 1 1 2 2 3 3 4 NumberofComments Comments and Posts by Day and Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday 0 1 2 3 4 5 6 7 8 12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM Posts Time of Day TOP DAY FOR ENGAGEMENTTOP DAY FOR ENGAGEMENT TOP TIME FOR ENGAGEMENTTOP TIME FOR ENGAGEMENT Friday of your total comments41.7% 25.0% 3:00 PM – 4:00 PM of your total comments
  20. 20. 11 11 10 8 7 7 6 6 6 6 pebble wearredday tedx gotmyoreo espn whpchairaffair johnadams selfieswithpresidents binguactivities wegmans Engagement Per Post Top Photo Tags 9 7 5 4 4 1 1 1 2 2 0 1 1 2 2 3 0 1 2 3 4 5 6 7 8 9 10 EngagementPerPhoto TimesUsed Top Photo Filters (By Engagement) Engagement Per Photo Number of Photos
  21. 21. 5 5 3 danceavenue latenightmemories bono Engagement Per Post Top Video Tags 4 2 0 1 1 2 2 3 0 1 1 2 2 3 3 4 4 5 EngagementPerVideo TimesUsed Top Video Filters (By Engagement) Engagement Per Video Number of Videos
  22. 22. 27 27 0 5 10 15 20 25 30 0 5 10 15 20 25 30 EngagementPerPost TimesUsed Top Cities Number of Posts Engagement Per Post 6 4 3 University Union McDonald's The MarketPlace Engagement Per Post Top Location Names
  23. 23.  Pinterest
  24. 24.  Pinterest
  25. 25. LET’S GET DEEPER! Ways to assess your social media campaign further.
  26. 26. A-I-D-A THEORY OF COMMUNICATION
  27. 27. AWARENESS Are students even aware that you exist online? Interest Are they interested enough to pay attention? Desire Do they want your product? Action What type of action are you looking for?
  28. 28. Remember you want to know if your social media is working. Is the content you provide something that the students are aware of, interested in, desire, and will spur them to act upon?
  29. 29. AWARENESS Let’s prove that your students are aware of your services.  Do a quick poll to see if students recognize your logo and if they are aware of your brand, your accounts.  Recall Assessment Find out what they remember. Show them your website, your Facebook page, a video of your services - whatever it is you want to assess. See what they recall, what they think your office is about.  Knowledge Testing Quizzing students on what they’ve learned. Is information easy to acquire for students or do you need to tweek how you present your materials?
  30. 30. INTEREST  Again, looking at what you are presenting to them – do they see anything that interests them and why?  What types of programs are you interested in? Are we showing events, services that you find valuable? If not, what would you like to see?
  31. 31. DESIRE  Measure of Preference - Examples: Which page on our website do you look at most? What offices do you need to know the most about?  Why would students WANT or NEED your page?
  32. 32. ACTION  Measure of Specified Action. Questions like: “Based on everything you have (seen/read/heard/observed) about these services, how likely are you to (try/support/etc) this office?”  What do you want students to do after seeing your page? What actions are you looking for?
  33. 33. Lastly, have another office review your accounts. Have them look for: • Presence of key messages. • Broken/Incorrect Links. • Absence of key messages. (Time, Location, etc)
  34. 34. Credit: Public Relations Journal Vol. 5 No. 2, Spring 2011 ISSN 1942-4606 “Standardization in Public Relations Measurement & Evaluation” David Michaelson and Don W. Stacks *Social Media Examiner @JenniferKeegin

×