The document analyzes various social media metrics for the IMC program at St. Lawrence College. It examines sentiment, influencers, volume, content, and benchmarks for the #imcslc hashtag, @imcslc Twitter account, IMC@SLC Facebook page, and IMC@SLC YouTube channel. The analysis found room for improvement in sentiment ratios and increasing positive interactions across all platforms, with top influencers being current professors and students. Volume was highest at the start of the week and declined later on. Common words and content focused on the program, students, and trends. Benchmarking found no direct competitors with similar dedicated social media presences.

1. Metrics Maze Case Study
By: Riley Cavanagh
For: Lindsey Fair
November 27th, 2012

2. Sentiment Analysis
#imcslc: The #imcslc has a sentiment value of 28:0. Therefore, 28% of the tweets that mention this
hash tag are positive. The sentiment analysis also reviews the amount of tweets that are neutral
meaning they are not positive or negative about the brand. It states that there are 99 neutral
tweets about this hash tag.
@imcslc: The @imcslc twitter account has a sentiment value of 3:0. The account contains a 3% ratio
of positive tweets, 0% negative and 49% neutral. There is a positive impact that there are no
negative mentions for this account. To improve the positive tweet mentions, the account should
tweet more elements and facts on a regular basis. The twitter account shouldn’t only tweet about
this program, but as well as things going on within the community, up coming events and
interesting facts.
IMC@SLC Facebook Page: The IMC facebook page for St. Lawrence College has a sentiment
value ratio of 1:0. Again this means that that 1% is positive mentions and 0% are negative. Similar
to the twitter account, the facebook page could use a variety of different approaches to increase
and improve these ratios.
IMC@SLC YouTube Channel: The IMC@SLC YouTube channel has a sentiment value ratio of
3:0. There is a 3% positive percentage of mentions along with a 0% negative. Similar to the
previous two accounts, the YouTube channel could improve ratios. It is a good thing that videos
that students have produced for the channel are searchable and viewable to potential students.
* All statistics were retrieved from Social Mention by typing in the correct account, has tag or
channel information.

3. Influencer Analysis
#imcslc: For this hash tag, the top influencer is Jim Elyot, current professor at St. Lawrence
College. There are a total of 88 mentions of the #imcslc hash tag. The total reach that this
hash tag has is 50%. That is a significant amount, now that we have half the people, we can
continue to work on keeping them as well as reaching others. We have to ensure to keep the
current people we are reaching but making sure they interact with that hash tag on a
regular basis.
@imcslc: When using the social metric website, tweet archivist, there are two top influencers
for this twitter account. Lindsey Fair, current professor at the college within the advertising
and marketing department, is the top influential user. The second influencer is a current
IMC student, Derek Wilson. I feel as if every time someone researches who the top
influencer for this account is, it will change quite frequently.
IMC@SLC Facebook Page: By looking at the IMC@SLC facebook page, there are currently
222 people who “like” the account. When browsing through the facebook users that “like”
the page, there is a trend in age. It looks like the students that either currently attend St.
Lawrence College for the Advertising IMC program or alumni students are “liking” the
page.
IMC@SLC YouTube Channel: When searching on YouTube for IMC content, videos that
students have produced show up. I am able to see how many views the videos have, but not
the specific people. Then again the views could have been repeated by one person more
then once.
* All content on slide was found using the following social metric tools: Facebook and Tweet
Archivist

4. Volume Analysis
#imcslc: By using the social metric tool,
Tweet Archivist, we are able to tell the volume of
tweets that are sent out using the #imcslc hash
tag. By looking at the chart to the right, it seems as if
the hash tag is mainly used strongly Monday but
by the end of the week it trails off and isn’t used
as often.
@imcslc: Similar to the #imcslc hash tag, we are able
see a trend that the accounts are used more
frequently throughout the start of the working week,
and trailing off near then end.
IMC@SLC Facebook Page: The IMC@SLC facebook page is a place for students and
professors to discuss current and upcoming events. This account provides students with
daily or multiple times a day posts that inform students of job offerings and industry
trends.
IMC@SLC YouTube Channel: I was unable to locate the exact volume that the IMC@SLC
YouTube channel produces. Students create and post current videos frequently as possible.
* Content was taken from YouTube, Facebook and Tweet Archivist

5. Content Analysis
#imcslc: According to social mention, when twitter users mention the #imcslc hash tag, the
most common keywords are imcslc, greg, awards and advertisement. When looking at
Tweet Archivist, the most common words used throughout the tweets that mention this
hash tag are: media, mobile, students and trends talk. This is a good way to promote our
students on the say of trends talk.
@imcslc: When using social metion, people that mention this twitter handle usually use the
same top keywords as the hash tag. These keywords consist of imcslc, greg, awards and
advertisement. According to Tweet Archivist, there is a difference from the hash tag and
twitter account. The most common words used are mobile, OCMC, gold and team.
IMC@SLC Facebook Page: Similar to the two previous social media channels, Facebook is
very similar. The most frequent content that is pushed through this outlet is imcslc, greg,
video and advertisement. All of the social media channels should be very similar with the
content that they are producing, considering it is the same user, there should be a repeat of
information.
IMC@SLC YouTube Channel: Once again, the IMC@SLC YouTube channel consists of
videos that were produced by students. The videos contain content that is relative and
promotional for the program. It gives others and potential students an insight of what the
Advertising IMC program at St. Lawrence consists of.
* All content was retrieved from YouTube, Facebook, Tweet Archivist and Social Mention

6. Benchmark Analysis
• The benchmark analysis consists of further research beyond the IMC@SLC
profile. This consists of researching colleges that have similar programs and
their online digital and social media presence.
• Facebook: when searching online through facebook, there are no colleges that
have a group specifically for their Advertising IMC program. When searching for
the groups or pages, I only came across general college facebook groups, but
nothing program specific.
• Twitter: while searching for hash tags or twitter accounts for other advertising
IMC programs, I was unsuccessful. Similar to facebook, I was able to come
across college twitter accounts that update students on campus life, upcoming
events, etc but yet again nothing that is program specific or similar to
IMC@SLC.
• YouTube: while searching through YouTube, I came across a variety of videos
from colleges that contained the word “advertisement” in the title but it was a
general informational video about the college, not the programs. I either came
across an ad for the college in general or nothing at all.