- The document analyzes the digital brand presence of imcslc across multiple social media platforms. It finds that Twitter, Facebook, and YouTube are used but could be improved. Twitter sees more neutral than positive sentiment. Facebook has the most engagement but content is brief. YouTube sees little use with only 10 videos uploaded in the past. More promotion and content is needed across platforms to better represent the imcslc brand online.

1. Metrics Maze Assignment
Derek Wilson

2. Sentiment - Twitter
-With 42 neutral tweets, 1 positive and 0 negative,
@imcslc is going in the right direction, but is not quite
there as a digital brand. It is obvious that the attitude
toward the brand is neutral
- More interaction from the @imcslc account is
needed to start more conversations in order to get the
positive mentions up.
-If teachers use the @imcslc account to post, rather
than their personal ones, the passion score will rise.
This is a score based on the number of unique users
the account has. The less users talking more, the
higher the passion will be. Words like “great”
“awesome” “cool” will also help to raise the passion
score
- The hashtag (#imcslc) seems to get more mentions
than the account. Deciding which one is more
important to the brand is extremely important for
metrics

3. Sentiment – imcslc YouTube
-Plain and simple, more attention needs to be paid to the imcslc Youtube channel.
- There have only been 10 videos uploaded to this point, the last one coming four
months ago.
-About 93 people view each video on average, which means that more promotion
of the videos is needed. Mentioning the videos on Facebook and Twitter are good
ways to start promoting.

4. Sentiment – imcslc Facebook Page
-The imcslc Facebook page seems to be the hub of the conversation that is going on
between students and teachers.
-The 222 likes show that the page far outreaches the people that are currently
involved with the program.
-The 88 people involved in the conversation shows that there is talk going on, most
likely within the program. The attitude seems to be positive, as everyone that posts
something is attempting to learn something.

5. Influencer - Twitter
-Three of the top five users of the hashtag (#imcslc) are teachers in the
program. This is not a big issue, as the teachers are the ones who ultimately sell
the program and are the ones who are supposed to drive the conversation.
-The other side to this coin is that #imcslc seems to get a lot of mentions. The
past 85 tweets (as of making this slide) have been tweeted by 25 different
people. The influence for #imcslc is spread out and could change daily, which
is what the goal should be.

6. Influencer – Twitter Graph
Top #imcslc Users (Past 85 Tweets)

7. Influencer - Youtube
-Due to the fact that there is little use on the Youtube channel, influencers for
this were hard to find.
-As part of the assignment, the second and third year students should upload
their videos to the YouTube channel. This will create higher traffic and will for
some analysis into how well it is working
- More subscriptions are needed for the site to be considered a success.
Subscribers come with content. If you build it, they will come.

8. Influencer – imcslc Facebook Page
- Given that the average “liker” of the imcslc Facebook
page is a student within the program, one would expect
them to have the highest influence on the page. Wrong.
The imcslc account has by far the most posts to the page.
The account is used by teachers of the program, meaning
that they are driving the conversation here as well.
- On the right are the top influencers according to
klout.com. The top two are avid bloggers within the market
industry and one is our teacher. This information tells me
that content is being curated from the bloggers and that
teachers are controlling what is being said.

9. Volume - Twitter
- The use of #imcslc outweighs the mentioning of @imcslc (graphs on next
slide) This has to mean that people are attempting to start a conversation
rather than simply get answers. This is an interesting trend and a comment
on the nature of social media. Even though the person will eventually find
the answer to their question, they would rather take time to talk on Twitter
about it than go to Google and get the answer immediately.
- The top users of #imcslc are teachers and students within the program.
This means that theacher are attempting to promote their course material to
their students and the students are continuing the conversation.

10. Tweets By Volume - #imcslc

11. Tweets By Volume - @imcslc

12. Volume - YouTube
-As mentioned earlier, there is not a lot of action going on with the imcslc
YouTube channel. There are 10 videos uploaded and the last new one came
in July of this year.
-If there is desire to use YouTube as a promotion tool for the program, more
content is needed in order to get by. Video would have a large influence on
high school student that are interested in attending the IMC program at St.
Lawrence.

13. Volume – imcslc Facebook Page
-The imcslc Facebook Page gets a lot of
traffic daily. Even though the bulk of the
content is coming from the imcslc
account, the reach of the content is large.
There are frequent “likes” and
comments from graduates of the
program. This illustrates the fact that
you never really leave imc@slc.
- Students post daily as well, whether it
is an article that they have read or an
info-graphic they stumbled over while
surfing the internet.
- One thing that I would like to
personally see is more promotion of
student blogs or articles. Showing off the
quality of work that students do is vital
in gaining future students.

14. Content – Twitter and Facebook
- The content that is being posted on the @imcslc Twitter account and the
imcslc Facebook page is similar. Mostly, the content consists of articles that
relate to the content taught in classes along with job postings and
conversations pertaining to various projects.
-Due to the fact that on Twitter you can only use 140 characters in each
post, the content on Facebook is more detailed and in depth.
-In terms of presentation, Facebook is much more aesthetically appealing.
Twitter is usually just a caption with a link attached, whereas Facebook can
have an entire paragraph explaining the upcoming content and it will be
accompanied by a picture or the video that is being viewed.
Great content…not that fun to look at

15. Still great content….much easier to look at.

16. Benchmark Analysis.
-@imcslc has a few more followers than the imcslc Facebook page does
‘likers’, but essentially both are used equally. The fact that Twitter is only 140
characters (its quick and simple) might have some effect on which platform is
used more however.
- The fact that only 88 people are active in the conversation on Facebook and
that 25 people have tweeted the previous 85 tweets shows that the
conversation is really only taking place between those involved with the
program.
- Humber’s Marketing program also has a Facebook page, but it seems to be
very similar to the imcslc one. That says that imcslc is not behind the times.
In fact, they may be ahead, as many of the other colleges either do not have a
Facebook page or it is too hard to find.

17. Humber Marketing’s Facebook
Page

18. In conclusion
-The imcslc digital brand is strong. There is conversation about recent
trends and marketing topics between students and teachers, allowing both
groups to become better marketers. People involved in the conversation are
smart and tend to know what they are talking about. The biggest problem is
that there are too many topics being discussed too briefly. Everyone seems
to want to have the next best article or stat to talk about, which is not a bad
thing because the industry changes at a frighteningly fast pace. However,
my concern is that important topics are not being understood or thought
about as deeply as they should. I would like to see more debate about why
these topics work or do not work.
- A decision needs to be made as to whether the YouTube channel is going
to continue being a medium that is used. The idea is there, but its is not
being executed. Using the student produced videos each semester is a
place to start, if it is to continue.

19. -I used tweetarchivist.com and socialmention.com to get my stats for
analysis. Thank you to those two websites.