The document provides an initial assessment report on enrollment and student profiles for a Social Media for the Arts course at Rutgers University. It finds that while most students rated their social media skills as intermediate, they have not developed their online presence as much as thought. The report analyzes student data by school and major, finding varied results that suggest an integrated approach across disciplines could benefit students. It provides average social media metrics for the class and opportunities for developing students' online channels.

1. Executive Education
Initial Assessment Report
Social Media for the Arts Spring 2015
Marshall Sponder
Course Instructor / Author
1/31/15

2. Executive Education
0
50
100
150
200
250
300
350
400
450
SPRING 2012 FALL 2012 SPRING 2013 SUMMER 2013 FALL 2013 SPRING 2014 SUMMER 2014 FALL 2014 SPRING 2015
Social Media for the Arts Course Enrollment
Enrolled Students WOM Referral
ENROLLMENT
Spring
2012 Fall 2012
Spring
2013
Summer
2013 Fall 2013
Spring
2014
Summer
2014 Fall 2014
Spring
2015
Total Students 85 56 94 12 74 213 12 118 403

3. Executive Education
94
53
44
22 22
19
15
5 4 3
1
0
10
20
30
40
50
60
70
80
90
100
COUNT
School of the Arts and Sciences Rutgers Business School
School of Communications and Information School of Engineering
School of Management and Labor Relations School of Envionmental and Biologial Sciences
Mason Gross School of the Arts Undeclared
Edward J. Bloustein School of Planning and Public Policy Ernest Mario School of Pharmacy
Bloustein School of Planning and Public Policy
Enrollment Spring 2015, N=278 (70.4% of the class)
School Percent
School of the Arts and Sciences 33.33%
Rutgers Business School 18.79%
School of Communications and Information 15.60%
School of Engineering 7.80%
School of Management and Labor Relations 7.80%
School of Envionmental and Biologial Sciences 6.74%
Mason Gross School of the Arts 5.32%
Undeclared 1.77%
Edward J. Bloustein School of Planning and Public Policy 1.42%
Ernest Mario School of Pharmacy 1.06%
Bloustein School of Planning and Public Policy 0.35%
Total in this Survey (70.4% of total enrollment) 278
Note: found a few duplicated entries by
students causing slight differences in
some of the slides in this deck and this
one

4. Executive Education
Edward J. Bloustein School of Planning and Public Policy (n=5)
0 1 2 3 4 5
PUBLIC HEALTH
URBAN
STUDIES/HISTORY
Count of Major(s)
100%
0%
Gender
female
male
20%
60%
20%
Social Media Level
(self rated)
Beginner
Intermediate
Advanced
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie
• It appears this group would be
attracted to Visual Social Media
• Majority rate themselves at the
intermediate level but the selfie
doesn’t corroborate that, yet.

5. Executive Education
Mason Gross School of the Arts (n=13)
62%
38%
Gender
Female
male
1
1
2
1
1
1
1
5
ART HISTORY
BFA DESIGN
DANCE
JAZZ PERFORMANCE
ORGAN PERFORMANCE
SCULPTURE
TROMBONE…
VISUAL ARTS
0 2 4 6
Concentration
86%
7%
7%
Social Media Level
(Self Rated)
novice
intermediate
Superstar
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie• Students deeply in need of Social
Media (many misunderstood the
assessment and over rated presence).
• Depending on your concentration –
Focus more on the channels that make
the most sense (i.e.: for Dance, video
presence, for Music, Soundcloud and
YouTube, for Visual Arts, Pinterest and
Instagram).
• All of you need to blog a lot more.

6. Executive Education
Rutgers Business School (n=53)
0 5 10 15 20
FINANCE
ACCOUNTING
SUPPLY CHAIN
MANAGEMENT
MARKETING
PRE-BUSINESS
BUSINESS ANALYTICS
AND INFORMATION…
Concentration
53%
47% Gender male
female
0 10 20 30
NOVICE
INTERMEDIATE
ADVANCED
Social Media Level
(self rated)
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie• Many of you did the assessment
incorrectly.
• With the concentration in accounting and
finance you all really should beef up
your LinkedIn profiles, and learn SEO,
along with Web Analytics, because that
will help you in Business – and with
Business Intelligence.

7. Executive Education
School of Communications (n=43)
35%
65%
Gender
male
female
0 5 10 15 20 25
COMMUNICATIONS
ITI
JOURANLISM &
MEDIA STUDIES
Concentration
44%
49%
7%
Social Media Level
(Self Rated)
novice
Intermediate
advaned
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie
• Since many of you are involved with
journalism or Informatics, you ought to beef
up your ability to find information and to
chart/graph/represent it – the job of a
communicator is to COMMUNICATE.
• I have said this before, communications ought
to be combined with COPYWRITING, because
communications today is essentially about
STORYTELLING.

8. Executive Education
School of Engineering (n=20)
85%
15%
Gender
male
female
0 5 10 15
NOVICE
INTERMEDIATE
ADVANCED
Social Media
Ranking (self
rated)
0 2 4 6 8
CIVIL ENGINEERING
CHEMISTRY
MATERIALS SCIENCE
& ENGINEERING
MECHANICAL
ENGINEERING
ECE
Concentrtion
0
1
2
3
4
5
? [Blog]
? [Video]
? [Twitter]
? [Facebook]
? [LinkedIn]
? [SEO]
?
[Instagram]
? [Pinterest]
? [Local]
? [Website]
Selfie
• Most of you did the assessment in the wrong
way, taking celebrities personas, and not your
own, I corrected the rankings as best I could.
• There is actually great potential to develop online
presence in Civil Engineering and Chemistry, as
well any Research Science, but in order to do so,
your going to have to develop content and voice
rather than falling back on “hard science”.

9. Executive Education
Environmental and Biological Sciences (n=18)
56%
44%
Gender
male
female
0 1 2 3 4 5
BIOLOGICAL SCIENCES
ANIMAL SCIENCE
NUTRITION
APPLIED…
BIOMEDICAL…
CLINICAL NUTRITION
DIRECTED MARINE…
ENVIRONMENTAL…
Concentration
0 5 10 15
NOVICE
INTERMEDIATE
ADVANCED
Social Media
Ranking
(Self Rated)
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie
• Again, most of you didn’t understand the
assessment or take it that seriously and filled out it
based on celebrities rather than looking at your
own presence. I tried to correct as best I could.
• Same with Engineering, there is potential to create
a distinct voice in the sciences but first need to
develop your “online voice” by doing the basic
assignments the in the course.

10. Executive Education
Management and Labor Relations (n=20)
20%
80%
Gender
male
female
0 5 10 15 20
HUMAN
RESOURCE
MANAGEMENT
HISTORY/URBAN
STUDIES
LABOR
RELATIONS &
MANAGEMENT
Concentration
0 5 10 15
NOVICE
INTERMEDIATE
ADVANCED
Social Media Ranking
(Self Rated)
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie
• Most of you should focus on LinkedIn
and a few of you actually are doing that.
• All of you should be adept in social
media so that you can better
communicate and access labor
conditions, as much of it is reflected in
the web data that people are constantly
streaming, as well as companies.

11. Executive Education
School of the Arts and Sciences (n=92)
54%
46%
Gender
male
female
0 5 10 15 20
PSYCHOLOGY
ECONOMICS
COMPUTER SCIENCE
ENGLISH LITERATURE
POLITICAL…
HISTORY
SPANISH
GENETICS,…
MATH
SOCIOLOGY
Concentration
0 20 40 60
NOVICE
INTERMEDIATE
ADVANCED
Social Media
Ranking
(Self Rated)
0
1
2
3
4
5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Selfie• Since many misunderstood the assessment its hard to
say exactly where the class really is, but my guess is
that your average Arts and Sciences student has
barely scratched the surface of what they can do
with social media, which is why they are in this
course.
• For many of you, just becoming comfortable and
familiar with various technologies and channels
should be enough, the rest will follow, as needed.

12. Executive Education
0
0.5
1
1.5
2
2.5
3
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn][Instagram]
[Pinterest]
[Local]
[Website]
COMPARING SCHOOLS AT RUTGERS
School of the Arts and Sciences School of Management and Labor Relations
School of Engineering Edward J. Bloustein School of Planning and Public Policy
Mason Gross School of the Arts Rutgers Business School
School of Communications and Information School of Envionmental and Biologial Sciences
Varied results
across schools
suggests that
an integrative
approach
across
disciplines
might benefit
students in
creating and
maintaining
their online
channels.

13. Executive Education
Averages for this Class (5 sections) 1-31-15
Metrics Value
Average number of Twitter Followers 369
Average Klout Score 32
Average Blog Assessment Score 0.3
Average Online Video Assessment Score 0.4
Average Twitter Influence Score 1.1
Average Facebook Assessment Score (most of you will be a “0”) 0.4
Average LinkedIn Assessment Score 0.8
Average SEO Assessment Score (most of you will be a “0”) 0.6
Average Instagram Assessment Score 0.9
Average Pinterest Assessment Score 0.5
Average Local Presence Assessment Score 0.6
Average Overall Website Assessment Score 1.0

14. Executive Education
Here is what “Average” Looks like for #mgartr15
at the end of January 2015
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Class Average (5 Sections - n=278) 1/31/15

15. Executive Education
“Average” Close Up
-0.1
0.1
0.3
0.5
0.7
0.9
1.1
1.3
1.5
[Blog]
[Video]
[Twitter]
[Facebook]
[LinkedIn]
[SEO]
[Instagram]
[Pinterest]
[Local]
[Website]
Class Average (5 Sections - n=278) 1/31/15

16. Executive Education
What you thought about the assessment

17. Executive Education
Other Channels to consider for the future

18. Executive Education
Majors and MinorsMajors
Minors

19. Executive Education
Main Rutgers School Makeup for #mgartr15

20. Executive Education
Summary for Initial Online Assessment
• Many students did not do the assessment correctly and
the comparison in section 12 might not be as accurate as it
could be (as a result, we may not do the comparison and just
go with the final scores).
• Most students haven’t developed their online presence
as much as thought they had, and there is ample room for
growth.
• While this course has been aimed at MGSA, in truth, most
of the class is not part of MGSA though the value of the
information in this course continues to be very helpful to
students across the University.