The document provides an analysis of ICPC's social media strategy and recommendations for improving engagement on Facebook, Twitter, and YouTube. It finds that Facebook sees the most success, with photo and morning posts performing best. Suggestions include reducing video/linked posts and checking improvements monthly. For Twitter, important announcements and clearly written tweets performed well, while mornings and hashtags should be utilized more. YouTube videos providing good information and certain types like composites/interviews had higher views and engagement. Goals include focusing more on contestants/participants and informing the ICPC audience with videos.

1. ICPC Social Media Strategy
Report
Courtney Lempner

2. Executive Summary
- Company analysis on Facebook, Twitter, and YouTube
- Facebook is ICPC’s biggest platform
- Commonalities in trends with types of posts across platforms

3. Present Success of Facebook Efforts
- Big announcements about the competition in the post did well
- Photo posts
- Posting in the morning

4. Suggestions for Facebook Improvement
- Less video and linked posts
- Post more in the mornings
- Monthly check-in period to see if improvements are working

5. Goals and KPIs for Facebook Content Creation &
Engagement
- Take more pictures at events, or with the participating teams

6. Present Success of the Twitter Efforts
- Big announcements and important information about the competition were
successful tweets
- The tweets that had the most engagement and impressions had messages
that were clearly written, so that their audience could understand
- Posts with hashtags

7. Suggestions for Twitter Improvement
- Steer away from unclear text in your tweets and try to make your message
relevant to a large audience in your following.
- More tweets with important messages or messages that relate to a large
group of people in their audience
- Prime time posting
- Monthly check-in to see improvement progress

8. Goals and KPIs for Twitter Content Creation &
Engagement
- Make a list of hashtags that are relevant to your message to include in your
posts
- Post more in the mornings

9. Present Success of YouTube Efforts
- The videos with the highest number of views seemed to give good, valuable
information to the audience.
- Composite and Interview types of videos had the longest watch time.
- ICPC gained the most subscribers after posting videos with informational
titles

10. Suggestions for YouTube Improvement
- Use less narrowly focused videos and posting more general topic videos if
you want to attract more subscribers.
- Reduce the number of staff highlights
- Monthly check-in period to see if improvements are working

11. Goals and KPIs for YouTube Content Creation &
Engagement
- Focus more on the contestants/participants
- Videos should concentrate mostly on informing ICPC audience