5. RESEARCH QUESTION
WHICH KEY PERFORMANCE INDICATORS ARE MOST RELEVANT
FOR FACEBOOK PRESENCES OF HIGHER EDUCATION
INSTITUTIONS IN THE GERMAN SPEAKING COUNTRIES?
IB 12 | Sarah Theresa Maria Schett
Organisational Environment
Social media objectives
Importance of KPIs
Application of KPIs
9. ORGANISATIONAL ASPECTS
STRATEGY
IB 12 | Sarah Theresa Maria Schett
LESS IMPORTANT IMPORTANT EXTRAORDINARILY IMPORTANT
IMPORTANCE OF FACEBOOK ANALYTICS
Note. N = 14. Pearson Chi-Square = 4.744, df=2, Sig. (2-sided) = .093; Pearson Chi-Square Value for 2 degrees of freedom,
significance level (2-sides) .05 = 5.991
10. KEY PERFORMANCE INDICATORS
IB 12 | Sarah Theresa Maria Schett
RANKINGS KPI OBJECTIVE
1 (1) (=) POST REACH [BRAND AWARENESS] [INFORM STUDENTS]
2 (3) TOTAL REACH [BRAND AWARENESS]
3 (2) POST INTERACTION [BRAND ENGAGEMENT] [INFORM STUDENTS]
4 (3) TOTAL LIKES [BRAND AWARENESS]
... ...
N = 14. R = 1 less important – 5 outstandingly important.
Sorted by mean after round 2 in a descending order. Excerpt of Top 4 KPIs
11. SOCIAL MEDIA OBJECTIVES FOR HEIS
IB 12 | Sarah Theresa Maria Schett
3.93
3.93
4.21
4.57
3.64
3.93
3.86
4.71
Brand awareness
Brand engagement
Service
Provide students with information
N = 14. R = 1 less important – 5 outstandingly important.
Sorted by mean after round 2 in a descending order. Excerpt of Top 4 Objectives
12. PROVIDE STUDENTS WITH INFORMATION
IB 12 | Sarah Theresa Maria Schett
Inform students Service Brand engagement Brand awareness
0
0.2
0.4
0.6
0.8
1
0
1
2
3
4
5
Post Reach Post interactions Total Reach Talking About Trending Topics
Importance [1]
Importance [2]
Application
N = 14. Range Importance = 1 less important – 5 outstandingly important. Range Application = 0 not applied - 1 applied
Sorted by application 2 in a descending order.
13. SERVICE
IB 12 | Sarah Theresa Maria Schett
Inform students Service Brand engagement Brand awareness
0
0.2
0.4
0.6
0.8
1
0
1
2
3
4
5
Response Rate Positive Posts Negative Posts Response Time
Importance [1]
Importance [2]
Application
N = 14. Range Importance = 1 less important – 5 outstandingly important. Range Application = 0 not applied - 1 applied
Sorted by application 2 in a descending order.
14. BRAND ENGAGEMENT
IB 12 | Sarah Theresa Maria Schett
Inform students Service Brand engagement Brand awareness
0
0.2
0.4
0.6
0.8
1
0
1
2
3
4
5
Likes Comments Shares Engagement
Rate
Clicks Talking
about
Identifying
Influencers
Importance [1]
Importance [2]
Application
N = 14. Range Importance = 1 less important – 5 outstandingly important. Range Application = 0 not applied - 1 applied
Sorted by application 2 in a descending order.
15. BRAND AWARENESS
IB 12 | Sarah Theresa Maria Schett
Inform students Service Brand engagement Brand awareness
0
0.2
0.4
0.6
0.8
1
0
1
2
3
4
5
Post Reach Total Likes Total Reach Growth Rate Unlikes Net Likes
Importance [1]
Importance [2]
Application
N = 14. Range Importance = 1 less important – 5 outstandingly important. Range Application = 0 not applied - 1 applied
Sorted by application 2 in a descending order.
16. KPI SYSTEM
IB 12 | Sarah Theresa Maria Schett
Post Reach
Post Clicks
Post Likes
Post Comments
Post Shares
Demographic Data
Response Rate
Response Time
Positive Posts
Negative Posts
Talking About
Post Interactions
Demographic Data
Total Likes
Growth Rate
Unlikes
Net Likes
Reach
Post Reach
Demographic Data
.554* .14* .224* 1.000*
Inform students Service Brand engagement Brand awareness
18. CONCLUSION & OUTLOOK
PROVIDE STUDENTS WITH INFORMATION
SERVICE METRICS HAVE POTENTIAL
SAMPLE SIZE SHOWS LEVEL OF EXPERTISE
LARGER SCOPE STUDY
IB 12 | Sarah Theresa Maria Schett
