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SnapChat and Twitter Project

The document provides a social media plan for the University of Tennessee, Knoxville to increase engagement on Twitter and introduce Snapchat. It includes a situation analysis of UT's "Least Beautiful" campus ranking and competitors' strong Twitter and Snapchat presence. Research from 75 students found they favor Twitter and Snapchat and want more campus beauty content. The plan's objectives are to increase student-generated content and engagement through hashtags and images on Twitter and Snapchat. Tactics involve using targeted hashtags and introducing Snapchat to encourage interaction. An evaluation will measure if objectives are met through increased engagement.

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U N I V E R S I T Y O F T E N N E S S E E Twitter and SnapChat By: Cameo Jonas, Nikki Lambert, Courtney Harlow and Sarah Beth Nelius
Courtney Harlow, Nikki L ambert, Cameo Jonas, and Sarah Beth Nelius
Table of Contents Executive Summary Page 1 Situation Analysis Page 2-9 Research Page 10-11 Objectives, Strategies and Tactics Page 12-16 Recommendations Page 17 Evaluation Page 18 References Page 19 Appendix
Executive Summary The following social media plan concentrates on the social media platforms, Twitter and SnapChat in conjunction with The University of Tennessee, Knoxville’s social accounts. This plan responds to the stated objectives to increase student-generated content and improve student engagement in regards to campus beauty by using hashtags and campaign images. Through key insights gained during primary and secondary research, this social media plan suggests innovative ideas to encourage more interaction with campaigns on Twitter and the implication of SnapChat into the university’s social media plan. A detailed situation analysis is included in this document that provides insights into other universities that have strong Twitter and SnapChat presence. Additionally, more information on the origin and basis of the ‘Least Beautiful’ list is included. Following the situation analysis, a summary of the research collected from 75 current students focuses on their personal use of social media platforms, their opinions of current UT social media content, and overall attitude of campus beauty. With the data collected from current students, detailed strategies and tactics were created. These tactics involve using new hashtags on the Twitter and SnapChat platforms that cater to the target audience and encourage interaction. Additionally, a recommendation for an emerging social platform is included and can be used in conjunction with the university’s current social channels. Lastly, an evaluation is integrated into the social media plan that provides details on how the strategies and tactics listed will satisfy the client’s objectives.
Situation Analysis Twitter Twitter is an online social networking site that allows users to send and read short ‘tweets’ that consist of 140 characters or less. Twitter was created by Jack Dorsey, Evan Williams, and Biz Stone and started as a micro blogging site. The first tweet was sent out on March 21, 2006.1 Twitter now has 288 million monthly active users and an estimated 500 million tweets are sent out each day.2 Demographics and Psychographics of Twitter • 23% of all Internet users have a Twitter • 19% of the entire adult population • More men use Twitter than women • 24% of men use Twitter, while only 21% of females uses Twitter • 39% of 18-29 year-olds use Twitter3 SnapChat SnapChat is a photo messaging application developed by Evan Spiegal and Bobby Murphy. Users can send pictures, record 10-second videos, add text and drawings and send them as messages to their select list of other users. These messages are known as ‘snaps’ and will disappear after the time length chosen, varying between 1 and 10 seconds. The SnapChat app was founded on September 26, 2011. SnapChat now has around 70 million monthly users and an estimated 400 million snaps are sent per day.4 Demographics and Psychographics of SnapChat • 9% of US smartphone owners use SnapChat • 26% of all 18-29 year-olds have SnapChat • Research has found that 70% of SnapChat users are female4
Background on the ‘Least Beautiful’ List For years, The University of Tennessee, Knoxville has been ranked in the top 20 ‘Least Beautiful’ campuses. According to The Princeton Review, UT is currently ranked number 11 on the ‘Least Beautiful’ campus list.5 Founded in 1981, The Princeton Review has been a leader in helping college-bound students obtain their goals.2 In 1992 The Princeton Review expanded by releasing its first edition of its Best Colleges book.6 After conducting thorough research, findings indicate that the earliest article including UT on the ‘Least Beautiful’ list dates back to 2008.7 However, there is no definite date as to when UT was officially first introduced onto the ‘Least Beautiful’ campus list. How The Princeton Review Ranks Schools Every year The Princeton Review compiles 62 college rankings lists that are based on what students attending the schools in The Princeton Review’s Best Colleges book say about their college experience. This is done through a student survey consisting of 80 questions divided up into four sections: · Their school’s academics/administration · Life at their college · Their fellow students · Themselves Students’ provide feedback by selecting answer choices ranging from “Excellent” to “Awful” or “Extremely” to “Not at All.” The Princeton Review surveys 130,000 students from the 379 schools in its Best Colleges book. On average this amounts to 343 students per school. Schools that are selected to be in The Princeton Review’s top 20 list are, “…. Those that which the surveyed students (as a group) indicated a very high consensus of opinion about that topic.” The Most and Least Beautiful Campus lists are based on The Princeton Review’s student survey question: “How do you rate the beauty of your campus?”8
The Library Picture Whenever the University of Tennessee, Knoxville is mentioned in the media it has been attached to a photo of Hodges Library, which is not considered the most beautiful spot on campus. The photo that has been circulating originates from a picture posted in 2010 from the Flickr page Wyoming_Jackrabbit. However, the identification of the poster is unknown.8 Other Publications Where UT is Mentioned as a ‘Least Beautiful’ Campus • Travel and Leisure Magazine • Unigo.com • Campus Squeeze • Complex • And various other publications that copy the Princeton Review lists o Example: Huffington Post
Social Media: *As of 2/5/15 • Facebook: 240,200 likes, posts feature events on campus and things alumni are doing. • Twitter: 40.5k followers, tweets talk about events on campus particularly what the Volunteer Football team has been up to since the beginning of spring practices. • Instagram: 9,240 followers, pictures feature events on campus and reposting student Instagram pictures. • YouTube: 1,706 subscribers, videos display what students and faculty are doing on campus. • Pinterest: 365 followers, pins focus on all aspects of life as a present and past UT student. • Storify: 15 followers, show timelines about what has been going on around campus during specific months and during specific events. Audiences The University of Tennessee, Knoxville’s audience on social media includes three different kinds of students: prospective, current, and alumni. In the past year, 13,768 prospective students applied to UTK. As of Fall 2014, there were 21,451 undergraduate students and 5,959 graduate students. As of May 2014, there were over 225,000 alumni.9
SnapChat Currently, the University of Tennessee campus does not have an official SnapChat. However, various parts of campus have been utilizing the SnapChat application. The Volunteer football team has been using SnapChat to give fans an inside look at practices and games. Also on April 8, 2015, Snapchat released the Rocky Top geofilter. A freshman UT student created the Rocky Top geofilter. Anyone can submit a geofilter as long as they do not feature trademarks or logos. Then SnapChat will decide if the geofilter is used based on creativity. If a geofilter is not creative enough SnapChat will not feature it.10 Twitter The school is very active on its @UTKnoxville Twitter account, especially in regard to responding to prospective students. A good portion of the tweets generated on the account include tweets centering on congratulating individuals personally on admission, responding to the needs of current students, and even wishing “Happy Birthday” messages to Vols from all over. What is interesting however is when the University responds to messages, they generate a separate tweet to respond. They mention the person later in the tweet, which in return goes on the news feed of every individual who follows the University. Another aspect the account is focused on is retweeting other UT organizations or colleges about events that are happening on campus or within the athletic department. Lastly, the university is not verified on Twitter like some other universities. Rather they include the line “The official Twitter of the University of Tennessee, Knoxville” in their bio with a direct link to their website.
Competitors The University of Georgia was selected as a close competitor of the University of Tennessee because of its close geographic location to UT and it also being an SEC school. Social Media: • Facebook: 198,560 likes, emphasis on articles revolving around student engagement and activities • Twitter: 39.2K followers, focuses a lot on events that are happening on campus, highlights academic honors • YouTube: 2,173 subscribers with a diverse selection of videos ranging from guest speakers to rock climbing walls • Instagram: 7,762 followers emphasizing action shots of students, faculty, and staff excelling in activities around the campus.
The University of Michigan was selected as a competitor because it was one of few public universities in the nation with a SnapChat account. Social Media: • Facebook: 665,032 likes, emphasis on current events and how they tie into events, staff and students on campus. • Twitter: 112K followers, tweets are focused on events, staff and students on campus. Great interaction with current students. The University of Michigan even has an account called @UMichStudents where a student is given access to the account for the week to be the voice of students on campus. • YouTube: 8,529 subscribers with a wide variety of videos ranging from lectures to spotlights about things going on around campus. • Instagram: 55.5K followers, emphasizing views around campus but also including shots of student athletes and students studying abroad. • Pinterest: 18,368 followers, which displays pins from athletics, history of school and sights around the school and more. • SnapChat: Used to highlight events happening on campus and focus on current students. The University of Michigan shares campaigns (or stories about specific events.
Boston College is another school select because of its success with its SnapChat presence. Social Media: • Facebook: 98,666 likes, this page features alumni achievements, events going on around campus, and athletics at the school. • Twitter: 46.7K followers, with emphasis athletics at the school and events on campus. • Instagram: 44K followers, features sights on campus and athletics. • YouTube: 2,267 subscribers, features events on campus and issues that are going throughout the country and how the college is dealing with them, such as Deflatgate. • Flickr: 2,833 photos posted, have not posted on this page since the fall of 2014 but features student life activities. • Storify: 39 followers, features student and staff member activities on and off campus. • Pinterest: 2,033 followers, includes all things Boston College related from current students to alumni activities. • SnapChat: Boston College typically uses their SnapChat to reshare snaps that current students have sent to them. Boston College also has their own geofilter.
Research Method A questionnaire was produced by the researchers was given to current UT Knoxville students who are active on social media. The questionnaire was posted on Qualtrics and distributed via electronic mail and social media starting on February 19, 2015. After the data was collected it was entered in Statistical Package for the Social Sciences (SPSS) to analyze the numbers given. Participants The sample was composed of 75 participants. All participants were current students at the University of Tennessee, Knoxville who are active on social media. The sample consisted of: • 48 females • 27 males • 4 freshmen • 15 sophomores • 25 juniors • 30 seniors • 1 graduate student Participant Feedback and Recommendations Participants were asked, “What content would you like to see on the UT Twitter account?” Answers included, event promotion, focus on current students, and student spotlights. Students stated that they were not aware events on campus were taking place until after the event had already passed. Tweeting and Snapping about the event would increase engagement with students on campus. By utilizing a student run Twitter page, UT would increase student interactions, while also promoting and informing more students of campus events. Congratulating students on their achievements would increase student motivation to be featured on the official UT Twitter and SnapChat accounts. Using UT’s SnapChat story fame will be an incentive for students to provide positive content to the account.
Results • 83% of survey participants have a Twitter account o However, only 58% said they follow UT Knoxville’s official Twitter account • 99% of participants are active on SnapChat o 68% said they would follow the official UT SnapChat account • 88% said that campus beauty did not affect their decision to attend UT o Other reasons for choosing UT may include: § Academics § Sports § Location • 54% of the participants were unaware that UT Knoxville was on ‘Least Beautiful’ list.
Objectives, Strategies and Tactics Twitter Objective 1 Increase content relevant to the current UT student body by 10% within the next academic school year. Strategy Provide content that focuses on the accomplishments of students. • Highlighting what students are achieving, acknowledging awards presented, and accentuating student milestones are all ways to demonstrate student accomplishments through social media. Tactic Feature a student of the week by allowing them access to the student run Twitter page. Tactic Feature Twitter posts that highlight student achievements. Strategy To generate content that promotes and encourages event participation on campus. • Using a software program such as Hootsuite (a social media management system that supports social network integrations for brand management) the university can schedule posts prior to events occurring on campus. Tactic Post about the events occurring on campus.
Strategy Feature posts displaying campus beauty. • Using pictures from student social media accounts that focus on building architecture and campus scenery will exhibit the beauty the campus has to offer. Tactic Retweet and quote tweets of students using the #BeautiVOL hashtag. Objective 2 Increase content that highlights unknown facts about the university to the current UT student body by 5% within the next academic school year. Strategy Introduce bi-weekly posts to the Twitter account highlighting fun facts and campus history. • Posting content twice a week that revolves around campus history and fun facts will spark student interest in the university and motivate students to check the UT account frequently. Tactic Feature “this day in history at UT” posts (including #ThrowBackThursday and/or #TBT) utilizing the Timehop application and university records and pictures.
Tactic #FunFactFriday tweets consist of UT facts old and new that are not well well known within the current student population. Objective 3 Increase account content regarding UT construction progress by 10% throughout the 2015- 2016 academic school year. Strategy Engage with current students and get them interacting with the UT Twitter account in a positive manner on the construction projects. • By interacting more with students through the Twitter account, they will be more inclined to understand the UT construction process from a different perspective. Tactic Post content that encourages followers to reply with pictures of their favorite new building Tactic Retweet and quote tweets of student’s Timehop information by using #VolsThenAndNow.
SnapChat Objective 1 Increase student followers on SnapChat from 0 to 4,000 students by the end of the next academic school year. Strategy Promote the SnapChat QR code on other campus social media accounts. • By boosting the SnapChat QR code on other social media platforms such as Twitter, Facebook, Instagram, Pinterest, and Storify, the SnapChat account should see an increase in added users- specifically from current students. This should promote the SnapChat account and initiate the launch of the UT SnapChat account. Tactic Posting the SnapChat QR Code on other campus social media accounts. Tactic Have the SnapChat QR Code on all distribution items. Objective 2 Increase daily student viewership on SnapChat from 0 to 2,000 views by the end of the next academic school year. Strategy Promote the viewing of the UT SnapChat story during campus events. • Through the development and promotion of the UT SnapChat, UT will see an expansion of student engagement during campus events. Tactic Feature the UT SnapChat on the jumbotron during football games.
Objective 3 Increase student engagement on SnapChat from 0 to 1,000 snaps sent to the UT account by the end of the 2017 academic year. Strategy Promote sending snaps to the UT account during special events throughout the year. • Seasonal holidays, football games and homecoming week can be used as leverage to increase SnapChat activity with the UT account. Tactic Create geofilters for special events around campus. Tactic Feature snaps from students in the UT SnapChat story Strategy Promote campus beauty by encouraging students to send in snaps of their favorite spot on campus. • By encouraging students to take snaps of their favorite on campus, UT will receive promotion of campus beauty and architectural accomplishments. Tactic Feature snaps from students on the UT Twitter page.
Recommendations Jonathan Wegener and Benny Wong developed Timehop in 2011. Timehop is an IOS application that works in connection with other social media platforms. The application provides digital data from social accounts that corresponds to an individual’s day in history. The application compiles daily tweets, Facebook status updates, Instagram photos, and other past social media posts. The application is rapidly growing and has 15 million registered users, and 7 million daily users.11 This emerging channel would be extremely beneficial for The University of Tennessee to utilize in repurposing past content. These posts can be used in conjunction with the #FunFactFriday and #ThrowbackThursday campaigns that educate students the campus’ rich history. One example of this would be, “3 years ago today, our beloved Rock was moved to its new location.” Attached to this tweet would be an accompanying picture of the Rock being moved. By highlighting the history of the university, areas on campus could be highlighted as well. This will help promote campus beauty through the opulent history of the university. Interesting Findings Recent research was done to see how the university’s social media channels have changed since the original research was conducted. The chart below displays what was found. Basically all channels saw an increase in followers, likes, etc. except Facebook, which saw a decrease of 10,000 likes.
Evaluation The first objective given by the client focused on increasing positive student-generated content on the university’s social media platforms. By implementing SnapChat as a social channel, the university will begin to nurture relationships with prospective, current, and past students. The university’s SnapChat would encourage students to send their own content that could be featured in the official UT SnapChat story. Additionally, if the university implemented a student run Twitter account it would be rewarding dedicated students while also providing content through the eyes of the students. The second objective noted by the client concentrated on improving student engagement with the university’s social media platforms. The university could improve engagement by using campaign hashtags and images in relation to the campus. By applying the social media campaigns the university will be able to highlight campus locations, create positive engagement, and foster relationships with all audiences. One example in the social media plan is the #DiscoverBeaUTy Twitter campaign. Students can post their own pictures of campus by using the hashtag, this will display the university in a positive light while also providing evidence that UT is undeserving of the ‘Least Beautiful’ list. The last objective focused on connecting more with current students through the promotion of on-campus events. With the university implementation of SnapChat, event- centered campaigns and exclusive geofilters students will be more informed and engaged with the university.
References 1 ) T h e H i s t o r y o f T w i t t e r h t t p : / / w w w . s o c i a l n o m i c s . n e t / 2 0 1 3 / 0 1 / 2 3 / t h e - h i s t o r y - o f - t w i t t e r / 2 ) A b o u t T w i t t e r h t t p s : / / a b o u t . t w i t t e r . c o m / c o m p a n y 3 ) D e m o g r a p h i c s o f K e y S o c i a l N e t w o r k i n g P l a t f o r m s h t t p : / / w w w . p e w i n t e r n e t . o r g / 2 0 1 5 / 0 1 / 0 9 / d e m o g r a p h i c s - o f - k e y - s o c i a l - n e t w o r k i n g - p l a t f o r m s - 2 / 4 ) T h e T i m e l i n e o f # S n a p C h a t - # I n f o g r a p h i c h t t p : / / w w w . d i g i t a l i n f o r m a t i o n w o r l d . c o m / 2 0 1 4 / 0 9 / t h e - h i s t o r y - o f - s n a p c h a t - i n f o g r a p h i c . h t m l 5) U n i v e r s i t y o f T e n n e s s e e , K n o x v i l l e h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / s c h o o l s / 1 0 2 2 7 9 8 / c o l l e g e / u n i v e r s i t y - t e n n e s s e e - - k n o x v i l l e 6 ) A b o u t t h e P r i n c e t o n R e v i e w ( A b o u t t h e P r i n c e t o n R e v i e w ) h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / a b o u t - u s . a s p x 7 ) P r i n c e t o n R e v i e w : U T K a g o o d v a l u e b u t n o t m u c h i n t h e l o o k s d e p a r t m e n t ( K N S ) h t t p : / / w w w . k n o x n e w s . c o m / n e w s / l o c a l - n e w s / u t - c a m p u s - r a n k e d - o n e - o f - u g l i e s t - i n - c o u n t r y - 1 5 1 8 ) S u r v e y i n g S t u d e n t s : H o w W e D o i t ( S u r v e y i n g S t u d e n t s : H o w w e d o i t ) h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / h o w - w e - d o - i t . a s p x 9 ) Q u i c k F a c t s a b o u t t h e U n i v e r s i t y o f T e n n e s s e e , K n o x v i l l e h t t p : / / w w w . u t k . e d u / a b o u t u t / n u m b e r s / 1 0 ) S n a p C h a t G e o f i l t e r s ( U n d e r U n i v e r s i t y o f T e n n e s s e e S n a p C h a t ) H t t p s : / / s u p p o r t . s n a p c h a t . c o m / a / g e o f i l t e r - g u i d e l i n e s 1 1 ) H o w T i m e h o p w a s C r e a t e d h t t p : / / w w w . b u s i n e s s i n s i d e r . c o m / h o w - t i m e h o p - w a s - c r e a t e d - 2 0 1 5 - 4 H o d g e s L i b r a r y P h o t o ( F l i c k r ) h t t p s : / / w w w . f l i c k r . c o m / p h o t o s / w y _ j a c k r a b b i t / 4 2 9 4 8 4 0 3 2 4 /
Appendix Appendix 1: Survey A D V T / P R 4 9 0 Y o u a r e a b o u t t o c o n t i n u e o n t o a q u e s t i o n n a i r e t h a t w i l l b e u s e d i n r e s e a r c h f o r t h e A d v e r t i s i n g a n d P u b l i c R e l a t i o n s 4 9 0 : S o c i a l M e d i a c l a s s . I f y o u a r e n o t a c u r r e n t U T K n o x v i l l e s t u d e n t , p l e a s e e x i t t h e p a g e n o w . I f y o u d o n o t h a v e a T w i t t e r a n d / o r S n a p C h a t a c c o u n t , p l e a s e e x i t t h e p a g e n o w . I f y o u c h o o s e t o e x i t t h e q u e s t i o n n a i r e d u r i n g a n y t i m e , y o u w i l l n o t b e p e n a l i z e d a n d y o u r a n s w e r s w i l l n o t c o u n t . T h i s p r o c e s s w i l l o n l y t a k e y o u a b o u t 5 t o 1 0 m i n u t e s . Y o u r a n s w e r s a r e a n o n y m o u s a n d p r i v a t e . I f y o u d o n o t f e e l c o m f o r t a b l e p r o v i d i n g i n f o r m a t i o n o n y o u r s o c i a l m e d i a u s e , p l e a s e f e e l f r e e t o e x i t n o w o r a n y t i m e d u r i n g t h e q u e s t i o n n a i r e . I f y o u w o u l d l i k e t o c o n t i n u e , p l e a s e c l i c k > > . Q 1 A r e y o u a c u r r e n t U T K n o x v i l l e s t u d e n t ? m Y e s m N o If No Is Selected, Then Skip To End of Survey Q 2 D o y o u h a v e a T w i t t e r a c c o u n t ? m Y e s m N o If No Is Selected, Then Skip To Please answer the following question(s):
Q 3 H o w o f t e n d o y o u g e t o n T w i t t e r ? m N e v e r m L e s s t h a n O n c e a M o n t h m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y Q 4 H o w o f t e n d o y o u t w e e t ? m N e v e r m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y m 2 - 3 T i m e s a D a y m 4 + T i m e s a D a y Q 5 W h a t d o y o u u s e T w i t t e r f o r ? ( C h e c k a l l t h a t a p p l y ) q K e e p i n g U p W i t h F r i e n d s q N e w s S t o r i e s q K e e p i n g U p W i t h O r g a n i z a t i o n s q K e e p i n g U p W i t h C e l e b r i t i e s q P e r s o n a l U p d a t e s Q 6 D o y o u f o l l o w @ U T K n o x v i l l e o n T w i t t e r ? m Y e s m N o Q 7 D o y o u p r e f e r r e a d i n g t w e e t s f r o m a n i n d i v i d u a l ' s a c c o u n t ( i . e . B u t c h J o n e s ) o r a n o r g a n i z a t i o n ' s a c c o u n t ( i . e . U T A t h l e t i c s ) ? m I n d i v i d u a l A c c o u n t m O r g a n i z a t i o n a l A c c o u n t Q 8 D o y o u h a v e a S n a p C h a t a c c o u n t ? m Y e s m N o If No Is Selected, Then Skip To Please answer the following question(s):
Q 9 H o w o f t e n d o y o u g e t o n S n a p C h a t ? m N e v e r m L e s s t h a n O n c e a M o n t h m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y Q 1 0 H o w o f t e n d o y o u s e n d S n a p s ? m N e v e r m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y m 2 - 3 T i m e s a D a y m 4 + T i m e s a D a y Q 1 1 W h a t d o y o u u s e S n a p C h a t f o r ? ( C h e c k A l l T h a t A p p l y ) q S e n d i n g s n a p s t o f r i e n d s / m y s t o r y q W a t c h i n g f r i e n d ' s s n a p s / s t o r i e s q W a t c h i n g s p o n s o r e d s n a p s q S e n d i n g m e s s a g e s o r s n a p c a s h q I ' m n e v e r o n S n a p C h a t Q 1 2 W o u l d y o u f o l l o w U T K n o x v i l l e o n S n a p C h a t ? m Y e s m N o Q 1 3 W h a t S o c i a l M e d i a c h a n n e l s d o y o u c u r r e n t l y f o l l o w U T K n o x v i l l e o n ? ( C h o o s e a l l t h a t a p p l y ) q T w i t t e r q F a c e b o o k q V i n e q Y o u T u b e q F l i c k r q P i n t e r e s t q I n s t a g r a m q S t o r i f y Q 1 4 A r e y o u a w a r e U T K n o x v i l l e i s o n P r i n c e t o n R e v i e w ' s u g l i e s t c a m p u s l i s t ? m Y e s m N o
Q 1 5 D i d t h e b e a u t i f i c a t i o n o f U T K n o x v i l l e ' s c a m p u s d i c t a t e y o u r d e c i s i o n o n a t t e n d i n g t h e u n i v e r s i t y ? m Y e s m N o Q 1 6 H o w d o y o u r a n k t h e o v e r a l l b e a u t y o f t h e U T K n o x v i l l e c a m p u s ? m N o t B e a u t i f u l m A L i t t l e B e a u t i f u l m S o m e w h a t B e a u t i f u l m M o d e r a t e l y B e a u t i f u l m V e r y B e a u t i f u l Q 1 7 H a v e y o u e v e r p o s t e d a p i c t u r e o f U T K n o x v i l l e ' s c a m p u s o n a n y s o c i a l p l a t f o r m ? m Y e s m N o Q 1 8 D o y o u r e p l y t o t w e e t s p o s t e d b y a U T K n o x v i l l e T w i t t e r a c c o u n t ? m Y e s m N o Q 1 9 D o y o u r e t w e e t t w e e t s p o s t e d b y a U T K n o x v i l l e T w i t t e r a c c o u n t ? m Y e s m N o Q 2 0 D o y o u f e e l U T K i n t e r a c t s w i t h i t s s t u d e n t s o n s o c i a l m e d i a e f f e c t i v e l y ? m Y e s m N o Q 2 1 W h a t c o n t e n t w o u l d y o u l i k e t o s e e p o s t e d o n @ U T K n o x v i l l e ' s T w i t t e r a c c o u n t t o g e t s t u d e n t s e n g a g e d ? Q 2 2 S e x : m M a l e m F e m a l e Q 2 3 Y e a r i n s c h o o l : m F r e s h m a n m S o p h o m o r e m J u n i o r m S e n i o r m G r a d u a t e Q 2 4 A g e :

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SnapChat and Twitter Project

  • 1.
    U N IV E R S I T Y O F T E N N E S S E E Twitter and SnapChat By: Cameo Jonas, Nikki Lambert, Courtney Harlow and Sarah Beth Nelius
  • 2.
    Courtney Harlow, NikkiL ambert, Cameo Jonas, and Sarah Beth Nelius
  • 3.
    Table of Contents ExecutiveSummary Page 1 Situation Analysis Page 2-9 Research Page 10-11 Objectives, Strategies and Tactics Page 12-16 Recommendations Page 17 Evaluation Page 18 References Page 19 Appendix
  • 4.
    Executive Summary The followingsocial media plan concentrates on the social media platforms, Twitter and SnapChat in conjunction with The University of Tennessee, Knoxville’s social accounts. This plan responds to the stated objectives to increase student-generated content and improve student engagement in regards to campus beauty by using hashtags and campaign images. Through key insights gained during primary and secondary research, this social media plan suggests innovative ideas to encourage more interaction with campaigns on Twitter and the implication of SnapChat into the university’s social media plan. A detailed situation analysis is included in this document that provides insights into other universities that have strong Twitter and SnapChat presence. Additionally, more information on the origin and basis of the ‘Least Beautiful’ list is included. Following the situation analysis, a summary of the research collected from 75 current students focuses on their personal use of social media platforms, their opinions of current UT social media content, and overall attitude of campus beauty. With the data collected from current students, detailed strategies and tactics were created. These tactics involve using new hashtags on the Twitter and SnapChat platforms that cater to the target audience and encourage interaction. Additionally, a recommendation for an emerging social platform is included and can be used in conjunction with the university’s current social channels. Lastly, an evaluation is integrated into the social media plan that provides details on how the strategies and tactics listed will satisfy the client’s objectives.
  • 5.
    Situation Analysis Twitter Twitter isan online social networking site that allows users to send and read short ‘tweets’ that consist of 140 characters or less. Twitter was created by Jack Dorsey, Evan Williams, and Biz Stone and started as a micro blogging site. The first tweet was sent out on March 21, 2006.1 Twitter now has 288 million monthly active users and an estimated 500 million tweets are sent out each day.2 Demographics and Psychographics of Twitter • 23% of all Internet users have a Twitter • 19% of the entire adult population • More men use Twitter than women • 24% of men use Twitter, while only 21% of females uses Twitter • 39% of 18-29 year-olds use Twitter3 SnapChat SnapChat is a photo messaging application developed by Evan Spiegal and Bobby Murphy. Users can send pictures, record 10-second videos, add text and drawings and send them as messages to their select list of other users. These messages are known as ‘snaps’ and will disappear after the time length chosen, varying between 1 and 10 seconds. The SnapChat app was founded on September 26, 2011. SnapChat now has around 70 million monthly users and an estimated 400 million snaps are sent per day.4 Demographics and Psychographics of SnapChat • 9% of US smartphone owners use SnapChat • 26% of all 18-29 year-olds have SnapChat • Research has found that 70% of SnapChat users are female4
  • 6.
    Background on the‘Least Beautiful’ List For years, The University of Tennessee, Knoxville has been ranked in the top 20 ‘Least Beautiful’ campuses. According to The Princeton Review, UT is currently ranked number 11 on the ‘Least Beautiful’ campus list.5 Founded in 1981, The Princeton Review has been a leader in helping college-bound students obtain their goals.2 In 1992 The Princeton Review expanded by releasing its first edition of its Best Colleges book.6 After conducting thorough research, findings indicate that the earliest article including UT on the ‘Least Beautiful’ list dates back to 2008.7 However, there is no definite date as to when UT was officially first introduced onto the ‘Least Beautiful’ campus list. How The Princeton Review Ranks Schools Every year The Princeton Review compiles 62 college rankings lists that are based on what students attending the schools in The Princeton Review’s Best Colleges book say about their college experience. This is done through a student survey consisting of 80 questions divided up into four sections: · Their school’s academics/administration · Life at their college · Their fellow students · Themselves Students’ provide feedback by selecting answer choices ranging from “Excellent” to “Awful” or “Extremely” to “Not at All.” The Princeton Review surveys 130,000 students from the 379 schools in its Best Colleges book. On average this amounts to 343 students per school. Schools that are selected to be in The Princeton Review’s top 20 list are, “…. Those that which the surveyed students (as a group) indicated a very high consensus of opinion about that topic.” The Most and Least Beautiful Campus lists are based on The Princeton Review’s student survey question: “How do you rate the beauty of your campus?”8
  • 7.
    The Library Picture Wheneverthe University of Tennessee, Knoxville is mentioned in the media it has been attached to a photo of Hodges Library, which is not considered the most beautiful spot on campus. The photo that has been circulating originates from a picture posted in 2010 from the Flickr page Wyoming_Jackrabbit. However, the identification of the poster is unknown.8 Other Publications Where UT is Mentioned as a ‘Least Beautiful’ Campus • Travel and Leisure Magazine • Unigo.com • Campus Squeeze • Complex • And various other publications that copy the Princeton Review lists o Example: Huffington Post
  • 8.
    Social Media: *Asof 2/5/15 • Facebook: 240,200 likes, posts feature events on campus and things alumni are doing. • Twitter: 40.5k followers, tweets talk about events on campus particularly what the Volunteer Football team has been up to since the beginning of spring practices. • Instagram: 9,240 followers, pictures feature events on campus and reposting student Instagram pictures. • YouTube: 1,706 subscribers, videos display what students and faculty are doing on campus. • Pinterest: 365 followers, pins focus on all aspects of life as a present and past UT student. • Storify: 15 followers, show timelines about what has been going on around campus during specific months and during specific events. Audiences The University of Tennessee, Knoxville’s audience on social media includes three different kinds of students: prospective, current, and alumni. In the past year, 13,768 prospective students applied to UTK. As of Fall 2014, there were 21,451 undergraduate students and 5,959 graduate students. As of May 2014, there were over 225,000 alumni.9
  • 9.
    SnapChat Currently, the Universityof Tennessee campus does not have an official SnapChat. However, various parts of campus have been utilizing the SnapChat application. The Volunteer football team has been using SnapChat to give fans an inside look at practices and games. Also on April 8, 2015, Snapchat released the Rocky Top geofilter. A freshman UT student created the Rocky Top geofilter. Anyone can submit a geofilter as long as they do not feature trademarks or logos. Then SnapChat will decide if the geofilter is used based on creativity. If a geofilter is not creative enough SnapChat will not feature it.10 Twitter The school is very active on its @UTKnoxville Twitter account, especially in regard to responding to prospective students. A good portion of the tweets generated on the account include tweets centering on congratulating individuals personally on admission, responding to the needs of current students, and even wishing “Happy Birthday” messages to Vols from all over. What is interesting however is when the University responds to messages, they generate a separate tweet to respond. They mention the person later in the tweet, which in return goes on the news feed of every individual who follows the University. Another aspect the account is focused on is retweeting other UT organizations or colleges about events that are happening on campus or within the athletic department. Lastly, the university is not verified on Twitter like some other universities. Rather they include the line “The official Twitter of the University of Tennessee, Knoxville” in their bio with a direct link to their website.
  • 10.
    Competitors The University ofGeorgia was selected as a close competitor of the University of Tennessee because of its close geographic location to UT and it also being an SEC school. Social Media: • Facebook: 198,560 likes, emphasis on articles revolving around student engagement and activities • Twitter: 39.2K followers, focuses a lot on events that are happening on campus, highlights academic honors • YouTube: 2,173 subscribers with a diverse selection of videos ranging from guest speakers to rock climbing walls • Instagram: 7,762 followers emphasizing action shots of students, faculty, and staff excelling in activities around the campus.
  • 11.
    The University ofMichigan was selected as a competitor because it was one of few public universities in the nation with a SnapChat account. Social Media: • Facebook: 665,032 likes, emphasis on current events and how they tie into events, staff and students on campus. • Twitter: 112K followers, tweets are focused on events, staff and students on campus. Great interaction with current students. The University of Michigan even has an account called @UMichStudents where a student is given access to the account for the week to be the voice of students on campus. • YouTube: 8,529 subscribers with a wide variety of videos ranging from lectures to spotlights about things going on around campus. • Instagram: 55.5K followers, emphasizing views around campus but also including shots of student athletes and students studying abroad. • Pinterest: 18,368 followers, which displays pins from athletics, history of school and sights around the school and more. • SnapChat: Used to highlight events happening on campus and focus on current students. The University of Michigan shares campaigns (or stories about specific events.
  • 12.
    Boston College isanother school select because of its success with its SnapChat presence. Social Media: • Facebook: 98,666 likes, this page features alumni achievements, events going on around campus, and athletics at the school. • Twitter: 46.7K followers, with emphasis athletics at the school and events on campus. • Instagram: 44K followers, features sights on campus and athletics. • YouTube: 2,267 subscribers, features events on campus and issues that are going throughout the country and how the college is dealing with them, such as Deflatgate. • Flickr: 2,833 photos posted, have not posted on this page since the fall of 2014 but features student life activities. • Storify: 39 followers, features student and staff member activities on and off campus. • Pinterest: 2,033 followers, includes all things Boston College related from current students to alumni activities. • SnapChat: Boston College typically uses their SnapChat to reshare snaps that current students have sent to them. Boston College also has their own geofilter.
  • 13.
    Research Method A questionnaire wasproduced by the researchers was given to current UT Knoxville students who are active on social media. The questionnaire was posted on Qualtrics and distributed via electronic mail and social media starting on February 19, 2015. After the data was collected it was entered in Statistical Package for the Social Sciences (SPSS) to analyze the numbers given. Participants The sample was composed of 75 participants. All participants were current students at the University of Tennessee, Knoxville who are active on social media. The sample consisted of: • 48 females • 27 males • 4 freshmen • 15 sophomores • 25 juniors • 30 seniors • 1 graduate student Participant Feedback and Recommendations Participants were asked, “What content would you like to see on the UT Twitter account?” Answers included, event promotion, focus on current students, and student spotlights. Students stated that they were not aware events on campus were taking place until after the event had already passed. Tweeting and Snapping about the event would increase engagement with students on campus. By utilizing a student run Twitter page, UT would increase student interactions, while also promoting and informing more students of campus events. Congratulating students on their achievements would increase student motivation to be featured on the official UT Twitter and SnapChat accounts. Using UT’s SnapChat story fame will be an incentive for students to provide positive content to the account.
  • 14.
    Results • 83% ofsurvey participants have a Twitter account o However, only 58% said they follow UT Knoxville’s official Twitter account • 99% of participants are active on SnapChat o 68% said they would follow the official UT SnapChat account • 88% said that campus beauty did not affect their decision to attend UT o Other reasons for choosing UT may include: § Academics § Sports § Location • 54% of the participants were unaware that UT Knoxville was on ‘Least Beautiful’ list.
  • 15.
    Objectives, Strategies andTactics Twitter Objective 1 Increase content relevant to the current UT student body by 10% within the next academic school year. Strategy Provide content that focuses on the accomplishments of students. • Highlighting what students are achieving, acknowledging awards presented, and accentuating student milestones are all ways to demonstrate student accomplishments through social media. Tactic Feature a student of the week by allowing them access to the student run Twitter page. Tactic Feature Twitter posts that highlight student achievements. Strategy To generate content that promotes and encourages event participation on campus. • Using a software program such as Hootsuite (a social media management system that supports social network integrations for brand management) the university can schedule posts prior to events occurring on campus. Tactic Post about the events occurring on campus.
  • 16.
    Strategy Feature posts displayingcampus beauty. • Using pictures from student social media accounts that focus on building architecture and campus scenery will exhibit the beauty the campus has to offer. Tactic Retweet and quote tweets of students using the #BeautiVOL hashtag. Objective 2 Increase content that highlights unknown facts about the university to the current UT student body by 5% within the next academic school year. Strategy Introduce bi-weekly posts to the Twitter account highlighting fun facts and campus history. • Posting content twice a week that revolves around campus history and fun facts will spark student interest in the university and motivate students to check the UT account frequently. Tactic Feature “this day in history at UT” posts (including #ThrowBackThursday and/or #TBT) utilizing the Timehop application and university records and pictures.
  • 17.
    Tactic #FunFactFriday tweets consistof UT facts old and new that are not well well known within the current student population. Objective 3 Increase account content regarding UT construction progress by 10% throughout the 2015- 2016 academic school year. Strategy Engage with current students and get them interacting with the UT Twitter account in a positive manner on the construction projects. • By interacting more with students through the Twitter account, they will be more inclined to understand the UT construction process from a different perspective. Tactic Post content that encourages followers to reply with pictures of their favorite new building Tactic Retweet and quote tweets of student’s Timehop information by using #VolsThenAndNow.
  • 18.
    SnapChat Objective 1 Increase studentfollowers on SnapChat from 0 to 4,000 students by the end of the next academic school year. Strategy Promote the SnapChat QR code on other campus social media accounts. • By boosting the SnapChat QR code on other social media platforms such as Twitter, Facebook, Instagram, Pinterest, and Storify, the SnapChat account should see an increase in added users- specifically from current students. This should promote the SnapChat account and initiate the launch of the UT SnapChat account. Tactic Posting the SnapChat QR Code on other campus social media accounts. Tactic Have the SnapChat QR Code on all distribution items. Objective 2 Increase daily student viewership on SnapChat from 0 to 2,000 views by the end of the next academic school year. Strategy Promote the viewing of the UT SnapChat story during campus events. • Through the development and promotion of the UT SnapChat, UT will see an expansion of student engagement during campus events. Tactic Feature the UT SnapChat on the jumbotron during football games.
  • 19.
    Objective 3 Increase studentengagement on SnapChat from 0 to 1,000 snaps sent to the UT account by the end of the 2017 academic year. Strategy Promote sending snaps to the UT account during special events throughout the year. • Seasonal holidays, football games and homecoming week can be used as leverage to increase SnapChat activity with the UT account. Tactic Create geofilters for special events around campus. Tactic Feature snaps from students in the UT SnapChat story Strategy Promote campus beauty by encouraging students to send in snaps of their favorite spot on campus. • By encouraging students to take snaps of their favorite on campus, UT will receive promotion of campus beauty and architectural accomplishments. Tactic Feature snaps from students on the UT Twitter page.
  • 20.
    Recommendations Jonathan Wegener andBenny Wong developed Timehop in 2011. Timehop is an IOS application that works in connection with other social media platforms. The application provides digital data from social accounts that corresponds to an individual’s day in history. The application compiles daily tweets, Facebook status updates, Instagram photos, and other past social media posts. The application is rapidly growing and has 15 million registered users, and 7 million daily users.11 This emerging channel would be extremely beneficial for The University of Tennessee to utilize in repurposing past content. These posts can be used in conjunction with the #FunFactFriday and #ThrowbackThursday campaigns that educate students the campus’ rich history. One example of this would be, “3 years ago today, our beloved Rock was moved to its new location.” Attached to this tweet would be an accompanying picture of the Rock being moved. By highlighting the history of the university, areas on campus could be highlighted as well. This will help promote campus beauty through the opulent history of the university. Interesting Findings Recent research was done to see how the university’s social media channels have changed since the original research was conducted. The chart below displays what was found. Basically all channels saw an increase in followers, likes, etc. except Facebook, which saw a decrease of 10,000 likes.
  • 21.
    Evaluation The first objectivegiven by the client focused on increasing positive student-generated content on the university’s social media platforms. By implementing SnapChat as a social channel, the university will begin to nurture relationships with prospective, current, and past students. The university’s SnapChat would encourage students to send their own content that could be featured in the official UT SnapChat story. Additionally, if the university implemented a student run Twitter account it would be rewarding dedicated students while also providing content through the eyes of the students. The second objective noted by the client concentrated on improving student engagement with the university’s social media platforms. The university could improve engagement by using campaign hashtags and images in relation to the campus. By applying the social media campaigns the university will be able to highlight campus locations, create positive engagement, and foster relationships with all audiences. One example in the social media plan is the #DiscoverBeaUTy Twitter campaign. Students can post their own pictures of campus by using the hashtag, this will display the university in a positive light while also providing evidence that UT is undeserving of the ‘Least Beautiful’ list. The last objective focused on connecting more with current students through the promotion of on-campus events. With the university implementation of SnapChat, event- centered campaigns and exclusive geofilters students will be more informed and engaged with the university.
  • 22.
    References 1 ) Th e H i s t o r y o f T w i t t e r h t t p : / / w w w . s o c i a l n o m i c s . n e t / 2 0 1 3 / 0 1 / 2 3 / t h e - h i s t o r y - o f - t w i t t e r / 2 ) A b o u t T w i t t e r h t t p s : / / a b o u t . t w i t t e r . c o m / c o m p a n y 3 ) D e m o g r a p h i c s o f K e y S o c i a l N e t w o r k i n g P l a t f o r m s h t t p : / / w w w . p e w i n t e r n e t . o r g / 2 0 1 5 / 0 1 / 0 9 / d e m o g r a p h i c s - o f - k e y - s o c i a l - n e t w o r k i n g - p l a t f o r m s - 2 / 4 ) T h e T i m e l i n e o f # S n a p C h a t - # I n f o g r a p h i c h t t p : / / w w w . d i g i t a l i n f o r m a t i o n w o r l d . c o m / 2 0 1 4 / 0 9 / t h e - h i s t o r y - o f - s n a p c h a t - i n f o g r a p h i c . h t m l 5) U n i v e r s i t y o f T e n n e s s e e , K n o x v i l l e h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / s c h o o l s / 1 0 2 2 7 9 8 / c o l l e g e / u n i v e r s i t y - t e n n e s s e e - - k n o x v i l l e 6 ) A b o u t t h e P r i n c e t o n R e v i e w ( A b o u t t h e P r i n c e t o n R e v i e w ) h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / a b o u t - u s . a s p x 7 ) P r i n c e t o n R e v i e w : U T K a g o o d v a l u e b u t n o t m u c h i n t h e l o o k s d e p a r t m e n t ( K N S ) h t t p : / / w w w . k n o x n e w s . c o m / n e w s / l o c a l - n e w s / u t - c a m p u s - r a n k e d - o n e - o f - u g l i e s t - i n - c o u n t r y - 1 5 1 8 ) S u r v e y i n g S t u d e n t s : H o w W e D o i t ( S u r v e y i n g S t u d e n t s : H o w w e d o i t ) h t t p : / / w w w . p r i n c e t o n r e v i e w . c o m / h o w - w e - d o - i t . a s p x 9 ) Q u i c k F a c t s a b o u t t h e U n i v e r s i t y o f T e n n e s s e e , K n o x v i l l e h t t p : / / w w w . u t k . e d u / a b o u t u t / n u m b e r s / 1 0 ) S n a p C h a t G e o f i l t e r s ( U n d e r U n i v e r s i t y o f T e n n e s s e e S n a p C h a t ) H t t p s : / / s u p p o r t . s n a p c h a t . c o m / a / g e o f i l t e r - g u i d e l i n e s 1 1 ) H o w T i m e h o p w a s C r e a t e d h t t p : / / w w w . b u s i n e s s i n s i d e r . c o m / h o w - t i m e h o p - w a s - c r e a t e d - 2 0 1 5 - 4 H o d g e s L i b r a r y P h o t o ( F l i c k r ) h t t p s : / / w w w . f l i c k r . c o m / p h o t o s / w y _ j a c k r a b b i t / 4 2 9 4 8 4 0 3 2 4 /
  • 23.
    Appendix Appendix 1: Survey AD V T / P R 4 9 0 Y o u a r e a b o u t t o c o n t i n u e o n t o a q u e s t i o n n a i r e t h a t w i l l b e u s e d i n r e s e a r c h f o r t h e A d v e r t i s i n g a n d P u b l i c R e l a t i o n s 4 9 0 : S o c i a l M e d i a c l a s s . I f y o u a r e n o t a c u r r e n t U T K n o x v i l l e s t u d e n t , p l e a s e e x i t t h e p a g e n o w . I f y o u d o n o t h a v e a T w i t t e r a n d / o r S n a p C h a t a c c o u n t , p l e a s e e x i t t h e p a g e n o w . I f y o u c h o o s e t o e x i t t h e q u e s t i o n n a i r e d u r i n g a n y t i m e , y o u w i l l n o t b e p e n a l i z e d a n d y o u r a n s w e r s w i l l n o t c o u n t . T h i s p r o c e s s w i l l o n l y t a k e y o u a b o u t 5 t o 1 0 m i n u t e s . Y o u r a n s w e r s a r e a n o n y m o u s a n d p r i v a t e . I f y o u d o n o t f e e l c o m f o r t a b l e p r o v i d i n g i n f o r m a t i o n o n y o u r s o c i a l m e d i a u s e , p l e a s e f e e l f r e e t o e x i t n o w o r a n y t i m e d u r i n g t h e q u e s t i o n n a i r e . I f y o u w o u l d l i k e t o c o n t i n u e , p l e a s e c l i c k > > . Q 1 A r e y o u a c u r r e n t U T K n o x v i l l e s t u d e n t ? m Y e s m N o If No Is Selected, Then Skip To End of Survey Q 2 D o y o u h a v e a T w i t t e r a c c o u n t ? m Y e s m N o If No Is Selected, Then Skip To Please answer the following question(s):
  • 24.
    Q 3 Ho w o f t e n d o y o u g e t o n T w i t t e r ? m N e v e r m L e s s t h a n O n c e a M o n t h m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y Q 4 H o w o f t e n d o y o u t w e e t ? m N e v e r m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y m 2 - 3 T i m e s a D a y m 4 + T i m e s a D a y Q 5 W h a t d o y o u u s e T w i t t e r f o r ? ( C h e c k a l l t h a t a p p l y ) q K e e p i n g U p W i t h F r i e n d s q N e w s S t o r i e s q K e e p i n g U p W i t h O r g a n i z a t i o n s q K e e p i n g U p W i t h C e l e b r i t i e s q P e r s o n a l U p d a t e s Q 6 D o y o u f o l l o w @ U T K n o x v i l l e o n T w i t t e r ? m Y e s m N o Q 7 D o y o u p r e f e r r e a d i n g t w e e t s f r o m a n i n d i v i d u a l ' s a c c o u n t ( i . e . B u t c h J o n e s ) o r a n o r g a n i z a t i o n ' s a c c o u n t ( i . e . U T A t h l e t i c s ) ? m I n d i v i d u a l A c c o u n t m O r g a n i z a t i o n a l A c c o u n t Q 8 D o y o u h a v e a S n a p C h a t a c c o u n t ? m Y e s m N o If No Is Selected, Then Skip To Please answer the following question(s):
  • 25.
    Q 9 Ho w o f t e n d o y o u g e t o n S n a p C h a t ? m N e v e r m L e s s t h a n O n c e a M o n t h m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y Q 1 0 H o w o f t e n d o y o u s e n d S n a p s ? m N e v e r m O n c e a M o n t h m 2 - 3 T i m e s a M o n t h m O n c e a W e e k m 2 - 3 T i m e s a W e e k m D a i l y m 2 - 3 T i m e s a D a y m 4 + T i m e s a D a y Q 1 1 W h a t d o y o u u s e S n a p C h a t f o r ? ( C h e c k A l l T h a t A p p l y ) q S e n d i n g s n a p s t o f r i e n d s / m y s t o r y q W a t c h i n g f r i e n d ' s s n a p s / s t o r i e s q W a t c h i n g s p o n s o r e d s n a p s q S e n d i n g m e s s a g e s o r s n a p c a s h q I ' m n e v e r o n S n a p C h a t Q 1 2 W o u l d y o u f o l l o w U T K n o x v i l l e o n S n a p C h a t ? m Y e s m N o Q 1 3 W h a t S o c i a l M e d i a c h a n n e l s d o y o u c u r r e n t l y f o l l o w U T K n o x v i l l e o n ? ( C h o o s e a l l t h a t a p p l y ) q T w i t t e r q F a c e b o o k q V i n e q Y o u T u b e q F l i c k r q P i n t e r e s t q I n s t a g r a m q S t o r i f y Q 1 4 A r e y o u a w a r e U T K n o x v i l l e i s o n P r i n c e t o n R e v i e w ' s u g l i e s t c a m p u s l i s t ? m Y e s m N o
  • 26.
    Q 1 5D i d t h e b e a u t i f i c a t i o n o f U T K n o x v i l l e ' s c a m p u s d i c t a t e y o u r d e c i s i o n o n a t t e n d i n g t h e u n i v e r s i t y ? m Y e s m N o Q 1 6 H o w d o y o u r a n k t h e o v e r a l l b e a u t y o f t h e U T K n o x v i l l e c a m p u s ? m N o t B e a u t i f u l m A L i t t l e B e a u t i f u l m S o m e w h a t B e a u t i f u l m M o d e r a t e l y B e a u t i f u l m V e r y B e a u t i f u l Q 1 7 H a v e y o u e v e r p o s t e d a p i c t u r e o f U T K n o x v i l l e ' s c a m p u s o n a n y s o c i a l p l a t f o r m ? m Y e s m N o Q 1 8 D o y o u r e p l y t o t w e e t s p o s t e d b y a U T K n o x v i l l e T w i t t e r a c c o u n t ? m Y e s m N o Q 1 9 D o y o u r e t w e e t t w e e t s p o s t e d b y a U T K n o x v i l l e T w i t t e r a c c o u n t ? m Y e s m N o Q 2 0 D o y o u f e e l U T K i n t e r a c t s w i t h i t s s t u d e n t s o n s o c i a l m e d i a e f f e c t i v e l y ? m Y e s m N o Q 2 1 W h a t c o n t e n t w o u l d y o u l i k e t o s e e p o s t e d o n @ U T K n o x v i l l e ' s T w i t t e r a c c o u n t t o g e t s t u d e n t s e n g a g e d ? Q 2 2 S e x : m M a l e m F e m a l e Q 2 3 Y e a r i n s c h o o l : m F r e s h m a n m S o p h o m o r e m J u n i o r m S e n i o r m G r a d u a t e Q 2 4 A g e :