William Paterson Social Strategy

Social Media Overview, Analysis and Recommendations
Provided by:

Recommendations Outline
PART I: Broad Overview of Current Strengths and Best Practices
PART 2: Twitter Analysis, Assessment and Recommendations
PART 3: Facebook Analysis, Assessment and Recommendations
PART 4: LinkedIn Analysis, Assessment and Recommendations
PART 5: Campus Practitioner Social Media Integration
APPENDIX: Case Studies

Part 1: Overview
Broad Overview of Current Strengths and Best Practices

#WillPower
Outline
1. Overall social media goals
2. Current strengths and areas to improve
3. Strategic institutional social media standards
4. Moving forward with the brand in social
5. Social integration: content investment

Overall Social Media Goals For Each Platform
1. Raise brand awareness and enhance perception through great content
2. Boost community participation - both on and offline
3. Increase web engagement and goal conversion by audience and campaign
4. Grow and engage key audiences:
• Prospective students and parents
• Students, faculty and staff
• Alumni and other supporters

Key Audience Goals
William Paterson has multiple audiences:
• Prospective students and parents
• Students, faculty and staff
• Alumni and other supporters
William Paterson has speciﬁc social media accounts to focus on alumni, supporters
and prospective students and parents from an admissions standpoint. The main
WP accounts should focus on current students, faculty and staff and by doing so
offer a brand voice that will also be attractive to prospective students and alumni.

Current Strengths & Areas To Improve

1. University Policy/Guidelines
2. Directory of Accounts
3. Using Twitter for Client Service
WP Already Has A Good Handle On:

Areas To Improve Include:
1. Integration of social media into all communication
2. Consistency of messaging across platform proﬁles
3. Creation of content with social media sharing, involvement in mind
4. Appropriate measurement for social media goals both organic and campaign based

Strategic Institutional Social Media
Standards

Guidelines For Management
Think of social as more than a silo or platform: it is also content about you from others, content
shared from your website, other forums where people speak of you online, etc.
1. Begin with the end in mind, i.e. student inquiries, alumni engagement, campus pride
2. Promote timely, anticipated content (integrate social distribution into comm/editorial calendar)
3. Promote the accounts, integrate into all communications/events
4. Consider making policy/guidelines easier to digest, online
5. Create content threshold for accounts to maintain to stay in directory
6. Maintain admin rights/passwords for all ‘branded’ accounts
7. Listen to other areas for issues before they arise and alert appropriate ofﬁces - beyond traditional
social platforms to the web, forums, student conﬁdential, etc.
8. Create branding standards for social icons, naming conventions, etc by institution, school, dept., etc.

Recommended Best Practices
1. Institutional brand messaging across all platforms (icons, cover photos, headers, descriptions)
2. Bit.ly links for click-throughs
3. Post frequency: post (as often as) when you have something to say
4. Be sure to remain customer service focused
5. Do not schedule auto-posts/crosspost (post something from Facebook to Twitter)
6. Use great images often, sized appropriately
7. Promote/curate content from other accounts both institutional and not
8. Use/create/promote Twitter/Facebook lists for management and promotion
9. Balance self promotion with helpful information

1. Content reach (how far it travels beyond your initial posting of it)
a) Organic shares
b) Organic comments
2. Participation
a) Growth rate
b) Unique contributors to ‘asks’
c) Increased use at events, etc.
d) Not only in your created ‘asks’ but in crowd/user generated as well
3. Click-throughs and .edu traffic
a) Time on site, volume, depth of visit
b) Goal Conversion (task based - campaigns - as well as engagement based)
These are overall measurement recommendations. Platform specific measurement priorities are also included in each platform section. Our recommendation is that
William Paterson begin to capture data on each of these measures as a benchmark to measure progress and fine-tune content and management.
Measuring Success: Organic & Campaign Based

Moving Forward With The Brand In
Social

A. Social needs to be fed, not passive
B. Creating great multi-channel content should be the focus
over boosting likes or followers through contests or
promotions
C. Users may like a page or follow an account to win a prize but
then never interact with the account again
D. Creating great content ensures that users want to return to
engage, share, and promote your brand.
Moving Forward

Social Integration: Content
Investment

Create content for ‘Will.Power’ guided by the Brand Positioning Statement:
1. “...vigorously challenges students to discover their passion, unleash their potential and achieve
professional success.”
2. “ ...faculty embrace roles as dedicated mentor-educators”
3. “... rigorous academics are linked to real-world experiences”
4. “...extra-curricular opportunities cultivate leadership and teamwork.”
Social Integration: Content Investment

Options For Creating Content
1. Multi use web stories with multimedia
2. Multi use video
3. Integrate into live events
4. Curate via user generated social/multimedia content

Leveraging Content in Social
1. Spur conversation
2. Ask others to participate
3. Pull people back to the web site/third party promotional content
4. Promote brand reach beyond your current audience
5. Curate the best of the best

Parts II, III, IV: Platform
Recommendations

Recommendations That Apply To
All Platforms

Use bit.ly Links
Using bit.ly allows for the shortening of links as well as the ability to track them. Set up a bit.ly account and make sure all links posted
come from bit.ly.

Part 2: Twitter Analysis, Assessment
and Recommendations

Index
2. Audit and Assessment of William Paterson Twitter Presence and
Activity
3. Competitive Analysis
4. Key Insights based on the above
5. Brand Recommendations
a. Brand Consistency
                                               i.     Messaging
                                              ii.     Image
                                            iii.     Voice
b.     Management Recommendations
                                               i.     Naming
                                              ii.     Content Best Practices
                                            iii.     Measurement
c. Growth Recommendations
i.     Targets

@WPUNJ_EDU
Fuseideas performed a competitive analysis of the @WPUNJ_EDU and
@TwillyP accounts, matching them against Rowan University
(@RowanUniversity), Kean University (@KeanUniversity), Ramapo
College (@RamapoCollegeNJ) and Montclair State University
(@montclairstateu). We compared results in terms of Followers and
ReTweets; then looked at competitive data points such as percentage of
followers against student body population, percentage of Tweets with
media (photos/videos), the content of those Tweets and Potential
Human Reach.
The following represents that competitive analysis with
recommendations on goals, measurement targets and best practices to
increase engagement.

Multiple Account Strategy
William Paterson has multiple accounts across social media platforms, which serve as niche channels for niche users. When
comparing the WP main account to niche accounts such as Alumni or Admissions, note the following:
• The WP main accounts should feature all content, as this is the hub of the university communications on social media. These
accounts should post original content, as well as reposting important niche content from the other niche accounts
• Some content can overlap accounts when appropriate. In the instance of a “Throwback Thursday” post that features an older
graduating class, this post is relevant to the WP main account and the Alumni account. It is suggested this content originate
from the main WP accounts and get reshared to the Alumni accounts
• This can also work vice versa where Alumni/Admissions accounts generate niche content and the WP main accounts reshare
when involving important information
• Voice and branding should remain consistent across all WP accounts
• Voice can be adapted when having one-on-one conversations with users to be more casual and friendly in nature
• (ie: a user Tweets at @WPUNJ_EDU about an enrollment question, direct them to @WPgraduate where they can
engage in a conversation about it and understand this is the appropriate channel to use for all enrollment issues)
• (ie: @WPGraduate account Tweets that the deadline for fall enrollment is 9/1, @WPUNJ_edu retweets this)
• It is important to grow the WP main account as the primary hub for new users learning about WP, as this is where most
marketing efforts direct them. From the main account, you can promote the niche accounts to drive speciﬁc users when
necessary

Multiple Account StrategyOn niche accounts, such as Alumni and Admissions, the focus should solely be on the intended topics within the channel name.
Alumni accounts should serve as communications channels for alumni of WP, and those about to enter alumni status
(graduating seniors)
• Post about alumni successes, career opportunities, graduation highlights, alumni events (reunions, trips, speaking series,
etc.)
• Serve as a customer service channel for alumni that have questions regarding post-grad details and upcoming events
Admissions accounts should serve as communications channels for those about to enroll at WP and those currently enrolled
• Post about open houses, tours, and enrollment info/deadlines/how-to
• Serve as a customer service channel for current and prospective students that have questions regarding the enrollment
process and campus offerings for WP prospects
Niche accounts should not have the same goals as the main WP account in terms of fan base. The quantity of the fan bases
will not be as important as the quality – meaning that these accounts could have small communities, but are most importantly
made up of the correct audiences that are being served properly on these channels. This is important since they are primarily
based around customer service.

Potential Human Reach™
Potential Human ReachTM
is just what it sounds like; the potential number of humans your content may reach. PHR is:
• One simple, dynamic and comparable metric that indicates reach and engagement
• A rough measure, but one you can use to set a benchmark and goals
• Can be reﬁned with further analytics in the future to develop additional insights about social media effectiveness and actions

BRAND
Followers
1st Degree
Network
Followers’
Followers
2nd Degree
Network
ReTweets
Potential Human Reach™

WP Twitter Audit and Assessment

@WPUNJ_EDU
William Paterson’s Twitter account has
a following of 2,547 which is
approximately 22% of the size of the
student body. Since it’s launch in
November of 2011 there have been
1,407 tweets or roughly 500 per year,
1.56 per day. Activity has increased
400% since this time last year. The most
common time and day to tweet is 10am
Wednesday. 11.59% of the website
trafﬁc comes from Twitter, with 23.49%
going to the home page, 17.17% to the
commencement page.
Handle: @wpunj_edu
Joined Twitter: Nov, 2011
Tweets: 1,407
Photos/Videos: 109
Following: 116
Followers: 2,547
Favorites: 472
Brand ReTweets: 259 
Follower ReTweets: 1,542 
Brand Replies: 309
323,283
Potential Human Reach 
(Follower ReTweets X Avg.
Followers + Followers)

@WPUNJ_EDU
WP is doing well on several fronts:
• Twitter proﬁle is up to date with the
latest layout
• Brand Reply rates are high
• Tweets are published daily
• Recently there has been an uptick in
images being shared
• Branding and description is constant
with other platforms 
WP can improve performance in the
following:
• More images
• More Tweets
• ReTweet Followers more
• Improved content quality
• Reassess Twitter handle to
something more memorable and SEO
friendly
• Analysis suggests moving Tweet
times to 11am-1pm weekdays,
9-10am and 12-1pm on weekends.

@TwillyP
WP’s student-run Twitter account
has roughly the same ﬁgures as the
main account with a Twitter
following of approximately 20% of
the student body. TwillyP tweets
about 3.45 times per day, mostly
around 2PM on Wednesdays.
Unfortunately we can’t cross-
reference both the ofﬁcial WP
account and this to judge the true
size of the total reach by removing
duplicates.
Handle: @TwillyP
Joined Twitter: ?
Tweets: 2,059
Photos/Videos: 239
Following: 1216
Followers: 2,238
Favorites: 2,464
Follower ReTweets: 782
Brand Replies: 102
197,738

@TwillyP
@TwillyP is doing well with
• Photo/video sharing
• Replying
• ReTweeting 
@TwillyP could use help with:
• Getting more ReTweets from
Followers
• Focusing more on student
activities and interests
• Tapping into student culture and
being more of the voice of
students than the voice of the
school
• Test moving optimal Tweet
times to 9-11pm weekdays,
1-2pm and 7-8pm weekends.

@RamapoCollegeNJ
Ramapo College employs a user- and SEO-
friendly Twitter handle. They have the
lowest number of Tweets but their Twitter
following is about 41% of the size of their
student body. 
Handle:
@RamapoCollegeNJ

Joined
Twitter:
Mar,
2009

Tweets:
701

Photos/Videos:
171

Following:
55

Followers:
2,488

Favorites:
141

Brand
ReTweets:
55 
Follower
ReTweets:
622 
Brand
Replies:
61
131,864

@KeanUniversity
Kean has an SEO and user-friendly Twitter
handle. They have not updated their
Twitter proﬁle to the new layout. Their
account launch date is currently hidden
due to the older Twitter layout they
currently use. Kean’s Twitter following is
roughly 40% of the size of their student
body.
Handle: @KeanUniversity
Joined Twitter: ?
Tweets: 3,880
Photos/Videos: 82
Following: 232
Followers: 6,452
Favorites: 86
Brand Replies: 22
410,180

@Montclairstateu
Montclair State University has an SEO and user-
friendly Twitter handle. Montclair State U. has
not updated their Twitter proﬁle to the new
layout. Their account launch date is currently
hidden due to the older Twitter layout they
currently use. Their Twitter following is 40% of
the size of their student body.
Handle: @montclairstateu
Joined Twitter: ?
Tweets: 1,189
Photos/Videos: 121
Following: 284
Followers: 7,357
Favorites: 360
Brand Replies: 75 
697,501

@RowanUniversity
Rowan University has the largest Twitter
following with 9,751 followers. Rowan
University has a head start on Montclair and
William Paterson merely due to the fact that
they’ve been tweeting for 5 years. Rowan U.
has an obvious and easy-to-remember Twitter
handle. This is good for SEO as well as good
for branding. Their Twitter following is 77% of
the size of their student body, the largest
percentage of all schools in this report.
Handle: @RowanUniversity
Joined Twitter: Feb, 2009
Tweets: 3,814
Photos/Videos: 82
Following: 121
Followers: 9,751
Favorites: 2,490
Follower ReTweets: 554
Brand Replies: 226
148,251

0
2500
5000
7500
10000
Followers
2,4882,2382,547
6,542
7,357
9,751
Rowan Montclair Kean WP TwillyP Ramapo

40% 40%77% 20%22% 41%
Twitter Followers as Percentage of Student Body

0
1000
2000
3000
4000
Tweets
701
2,059
1,407
3,880
1,189
3,814

0
60
120
180
240
Pics/Vids
171
239
109
82
121
82

0
0.075
0.15
0.225
0.3
% of Tweets with Pics/Vids
24%
17%
5%
2%
10%
2%

0
100
200
300
400
Brand Replies
61
102
309
22
75
226

0
100
200
300
400
Brand ReTweets
61
192
259
163
332
76

0
1000
2000
3000
4000
Follower ReTweets
622782
1,542
1,941
3,318
554

0
175000
350000
525000
700000
Potential Human Reach*
131,864
197,338
323,283
410,180
697,501
124,983
* currently based on reported average Twitter follower ﬁgures of 250 per user.

Most Tweets: Kean - 3,880
Most Photos/Videos: TwillyP - 239
Most Following: TwillyP - 1,216
Most Followers: Rowan - 9,751
Most Followers as Percentage of Students: Rowan - 77%
Most Favorites: Rowan - 2,490
Most Brand ReTweets: Montclair - 332 
Most Follower ReTweets: Montclair 3,318
Most Brand Replies: WP - 309
Most Potential Human Reach: Montclair 697,501

Top Tweets - WP
Top Hashtags:
#wpunj
#wpunj2014
#twillyp
#willyp
#wp14for14

Top Tweets - TwillyP
Top Hashtags:
#twillyp
#willyp
#twillypizza
#wpunj2014
#wpspringbreak

Top Tweets - Rowan
Top Hashtags:
#rowanfamily
#rowanproud
#motivationmonday
#taxday
#profs

Top Tweets - Kean
Top Hashtags:
#kean
#relayforlife
#keanuniversity
#ncaa
#openhouse

Top Tweets - Ramapo
Top Hashtags:
#rcnj
#ramapocollege
#ramapo
#twr
#roadrunners

Top Tweets - Montclair
Top Hashtags:
#redhawks
#throwbackthursday
#motivationmonday
#followfriday
#msupitch

Conclusions
• William Paterson is doing many things right, has an admirable start
• William Paterson can improve social media marketing effectiveness by taking some clear and mostly simple actions
• The data shows a clear pattern of the kinds of Twitter activities that not only build audience, but also build productive engagement
• Of the competitors, Montclair is doing many things that are leading to strong engagement, and can serve as a model in many regards
◦ Strong reach and retweets are a good indicator of audience engagement
◦ Content – inspirational, not just informational. Supports total image without hitting the brand hammer too hard
◦ Engagement - highest Follower ReTweet rate and Brand ReTweet rate, so their posts and their sharing behavior inspire more sharing among their
Followers. and ultimately a greater reach.

@WPUNJ_EDU
Brand Recommendations
Brand consistency is important as you spread your voice from traditional channels to multiple social channels.

Branding Consistency
It’s important that brand consistency is
maintained across all social media
outposts. That means; logos, contact
information, brand messaging, etc.
Whenever a change is made to one, review
all others to make sure they stay in line.
While other departments may manage their
own accounts, make sure they adhere to
guidelines the social media department
lays down and support them with best
practices.

Messaging
Brand consistency messaging suggestions:
1) Brand messaging should only compromise 20% of your Twitter content.
See the Content Best Practices slide.
2) Consider Twitter as a channel for marketing campaigns and messages
such as Will.Power. You can use it in profile graphics, and posts through
shared images, video, etc. Specifically; use a hashtag to promote the
Will.Power. brand tagline.
3) Make sure “About” or bio elements of your Twitter profile are consistent,
within their framework, with the same elements used on other networks
and in other communications materials.
4) Make sure visual branding (logos, backgrounds, fonts, etc) are consistent
across all social media networks within the framework they allow.
5) Adhere to the same FERPA and internal communications guidelines set
down by the communications team.

Image
While only 20% of your content should be brand centric, when possible, use consistent look, feel, style, composition for images. When using graphic and
text elements, be sure they are consistent with existing online and offline visual executions. If the WP website is hosting graduation images, do the
same in your Twitter header. If there is a style of overlay (Will.Power.) being used on Facebook or your website, do the same for your Twitter proﬁle. If
you’re promoting a speciﬁc event, such as graduation, with a hashtag, use it in all Tweets related to graduation as well as all videos and images.

Voice
While the Voice of WP should be one of authority, the audience should be considered. Injecting humor, cultural references, and tongue-in-cheek
personality goes a long way toward keeping Followers engaged. Here are some examples of
how other colleges are talking on Twitter:

@WPUNJ_EDU=?
The current William Paterson Twitter handle is an acceptable anagram for the university, WPUNJ_EDU, but it is not SEO, user or brand
friendly. Imagine your Twitter handle was your name, or a sports chant; how easily does it roll off the tongue? TwillyP is a great example of
an easy to brand, easy to champion Twitter handle.
We’ve identiﬁed a couple of options that appear to be available:
1) @WilliamPatersonU - character count: 16
2) @WilliamPUniversity - character count: 18
3) @WillPatersonU - character count: 13
Competitor Twitter handles are 14-15 characters. While the names of those institutions are shorter than William Paterson University, it is
important to try to balance the need for a short length with the need for brand consistency.

Growth Recommendations
The following are recommendations for increasing Twitter account Followers:
1) Use campus signage to build awareness of Twitter account.
2) Use TV monitors in public areas to stream WPUNJ_EDU, TwillyP and other university accounts.
3) Make sure main Twitter account is included in all campus communications with a call to action such as “Keep In Touch Through Twitter”, “See
What’s Happening On Our Twitter Feed”, “Learn More By Following Us On Twitter”, “Share With Us Via Twitter”.
4) Include Twitter handle in all Contact Us opportunities: web, print, email, TV, etc.
5) Enlist Brand Ambassadors among the staff and student body to collect content; images, pictures, live tweets of sports events, plays, etc.
6) Add Twitter feed to http://www.wpunj.edu/ home page.
7) Mention Twitter account on Facebook, YouTube videos, Google+, etc.
8) Follow Followers; do outreach through surveys and Twitter search to ﬁnd and Follow alumni, especially those with large Twitter followings.

Targets
The following are target recommendations for WPs Twitter account:
1) Achieve Twitter Following that matches 40% of student body population, based on current enrollment: 4,607
2) Aim for 80/20 content percentages.
3) Increase image/video percentage to 10%+.
4) Increase Potential Human ReachTM
by 200% (646,566) through:
1) testing content to increase ReTweets
2) following power users
3) reaching out to alumni
4) increasing online and offline Twitter account visibility

@WPUNJ_EDU & @TwillyP
Management Recommendations
The following are recommendations for overall twitter strategy as well as content and day to day management.

1) Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you.
2) Post Instagram photos IN Twitter not via Instagram.
3) Use a hashtag to promote the Will.Power. brand tagline
4) Refrain from posting or ReTweeting personal or sensitive information about staff or students, adhere to FERPA and internal communications
guidelines.
5) Be sure branding is consistent with other social media outposts. Be sure all departments adhere to social media branding guidelines.
6) Make sure to use appropriate image sizes when posting images directly to Twitter or updating your proﬁle.
7) Make measurement a priority; go beyond vanity metrics and dig deep into competitors, users, brand mentions and trends.

Content Best Practices
Content Topic Breakdown
20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
Alerts
Class cancellations
Registration deadlines
Student ReTweets
Alumni ReTweets
Campus/off-campus event pics/vids
Historical/artistic campus pics
Inspirational images
Memes
etc.
Stick to the 80/20 rule of content marketing:
80% about your audience, 20% about you.
The 20% should continue to be brand and
informational posts such as weather alerts,
missing persons while the 80% should be
aimed at valuable and entertaining content
for Followers with the brand voice:
ReTweeting a student, sharing an interview
with a professor, campus events, images
and video from student activities,
inspirational quotes, etc.
For each Tweet that falls into the brand/
informational bucket, 4 should from the
inspirational/aspirational bucket.

Use Instagram for Photos
Instagram has an engagement rate
60 times that of photos just posted to
Facebook and 140 times more
engagement than photos just posted
to Twitter* and Instagram’s ﬁltered
photos get 3.4 times more clicks than
regular photos **.
Either take photos with or upload
photos to Instagram before posting.
It also helps with efﬁciency since you
can post to multiple social networks
at once. This also helps give images a
consistent look. Be sure to not use
Instagram to post directly to Twitter
as images will not show up. Always
post images directly through Twitter.
*Q1 2014 US Top 50 Brands Social WebTrack - Forrester, Nate Elliott **AdAge Alex Kantrowitz. Published on May 02, 2014

Use #Hashtags
Create an index of hashtags for various purposes. Hashtags represent an
important measurement tool as well as an important communications and
context tool. They can be used to promote athletics, create context around a
post, engage in a meme, and expand the reach of WP branding:
#gopioneers
#will.power.
#throwbackthursdays
#followfridays
#iceplanethoth

Tap Into Cultural Memes
Don’t be afraid to jump on a meme: Oscar
selﬁe, Throwback Thursday, etc. It’s okay to
have a personality and a sense of humor!
You can make your own internal list of
audience-focused categories to help you
identify and organize types of content.
Exactly how you break up the additional 80%
will depend on your resources and
opportunities.

Prioritize Measurement
The recommendations we’ve made should serve to raise brand awareness, enhance brand perception, boost community participation and
increase web engagement among prospective students, their parents, students, faculty, staff, alumni and other supporters. In order to
measure success you should focus on a few key metrics:
Potential Human ReachTM
- this will give you a baseline measurement that is easy to match against competitors with publicly available data.
Followers - your number of followers is easy to track to see increased community interest.
Follower ReTweets - this is the most important metric to judge the quality of your content.
Replies - how often your Followers reach out to you can tell you how engaged with your account they are.
Google Analytics - Google can tell you how many visitors are being directed to your site via Twitter, where they go, how long they stay on site,
etc.
Any deeper metrics such as sentiment, trends, brand mentions, passion intensity, and user data require social measurement tools.

Part 3: Facebook Analysis,
Assessment and Recommendations

Index
1. Audit and Assessment of William Paterson Facebook Presence and
Activity
4. Growth Recommendations

/MyWPU
Fuseideas performed a competitive analysis of the /MyWPU Facebook
account, matching it against Rowan University, Kean University, Ramapo
College and Montclair State University. We compared results in terms of
Fans and Content; then looked at competitive data points such as
percentage of followers against student body population, breakdown of
content (text, photos, videos), and engagement. We will not be using
metrics that can be seen through Insights as we cannot use that data for
comparative purposes.
The following represents that competitive analysis with recommendations
on goals, measurement targets and best practices to increase engagement.

WP Facebook Audit and Assessment

/MyWPU
URL: Facebook.com/MyWPU
Joined Facebook: Jan 26, 2009
Likes: 9,653
Talking About This: 724
Were Here: 26,879
Rating: 4.2
Number of Reviews: 29

/MyWPU
What You're Doing Well
• Engagement is high
• Media (photos/videos) inclusion
is high
• Branding is consistent
• Voice is consistent
• Mix of branded v. audience
content is good
• Post level is good 
Where You Could Use Help
• Likes (Fans) are low
• WP is not currently using the
new Facebook layout, which may
not be available. The change,
when available, should be
implemented.

/RowanUniversity
URL: Facebook.com/RowanUniversity
Joined Twitter: Nov 5, 2008
Likes: 18,809
Talking About This: 774
Visitors: 61,195
Rating: 4.3

/keanuniversity
URL: Facebook.com/keanuniversity
Joined Twitter: Sept 30, 2008
Likes: 20,815
Talking About This: 2,021
Visitors: 46,346
Rating: 4.0

/RamapoCollege
URL: Facebook.com/RamapoCollege
Joined Twitter: Sept 30, 2008
Likes: 8,048
Talking About This: ?
Visitors: 33,000?
Rating: 4.5
Number of Reviews: ?
*It should be noted that Ramapo has been allowed
to and taken advantage of the change to the new
Facebook page layout. It is currently rolling out
slowly and not available to everyone. The switch
will require some attention being paid to the
header image and how Facebook lays UI elements
over it.

/MontclairStateUniversity
URL: Facebook.com/
MontclairStateUniversity
Joined Twitter: Feb 10, 2009
Likes: 16,870
Talking About This: 1,315
Visitors: 4,631
Rating: 4.0

/Deﬁnitions
Likes - for Pages this represents the number of Fans who've connected with your page and receive your content in their feed.
Talking About This - this metric comes from a variety of interactions taking pace around your page and it’s content for the last 7 days. This includes; Liking,
Commenting, or Sharing a Post, adding a Post to your page, Liking your Page, answering a Question, RSVPing to an event, mentioning your Page in a Post,
Phototagging a Page, Liking or Sharing a Check-in Deal, Checking-in at a Place. People Talking About This represents a portion of Engagement.
Engagement - when you post a story to Facebook it will most likely be seen in your Fans’ stream. When they click anywhere on the story, that is counted as
Engagement. This includes liking, commenting and sharing and people who’ve viewed your video or clicked on your links and photos. And it also includes people
who’ve clicked on a commenter’s name, liked a comment, clicked on your Page name and even gave negative feedback by reporting your post. So, Engagement
includes People That Are Talking About This and anyone else who has clicked on your story
Were Here - when Facebook users Check-in to a location or Share the location it is designated as a Were Here metric.
Stories - we used to call these Posts until Facebook decided they needed to make Posts sound fancier in order to charge you to Boost them.

0
5500
11000
16500
22000
Likes (Fans)
8,048
9,653
20,815
16,870
18,809
Rowan Montclair Kean WP Ramapo

0
0.018
0.035
0.053
0.07
Fan Growth (30 days)
3.64%3.5%
7%
5%
3.28%

Fans as % of Student Body
133%
84%
130%
91%
149%

0
17500
35000
52500
70000
Were Here (Mobile Checkins)
33,000
26,879
46,346
4,631
61,195

0
1000
2000
3000
4000
Total Engagement
514
3,365
1,896
644
1,683

0
0.175
0.35
0.525
0.7
Engagement as % of Fans
12.8%
69.7%
18.2%
7.6%
17.9%

6%
42%
23%
8%
21%
Rowan University Montclair State University Kean University William Paterson Ramapo College
Relative Share of all Facebook Engagement

Most Fans: Kean - 20,815
Highest Fan Growth (30 days): Kean - 7%
Most Checkins: Rowan - 61,195
Most Followers as Percentage of Students: Rowan - 149%
Highest Engagement Percentage: William Paterson - 69.7%

Content Types
13%
88%
25%
17%
58%
33%
42%
4%
21%
Pictures Video Text/Links Comments
4%4%
12%
79%
71%
13%
17%
William Paterson
University
Rowan University Kean University Ramapo College Montclair State
University

0
0.015
0.03
0.045
0.06
Average Stories per Day
0.7%
5.4%
3.2%
1.1%1.1%

0
25
50
75
100
William Paterson Kean University Rowan University Montclair State University Ramapo College
25222 21512
47
35
97
3941
Likes Per Post Comments Per Post Shares Per Post

Top Stories - William Paterson

Voice
William Paterson has done a good job of mixing up content between important cultural events, informational, self promotion, and student content. The voice of
the Facebook page is light, helpful, friendly and informative.

Conclusions
William Paterson is doing a great job on Facebook. Posts are almost exclusively photo or video, which studies have shown is the most engaging type of content
from a consumer standpoint. A 70% Fan engagement rate is enviable. Where William Paterson can use help is with the number of fans of the Facebook page.
In the previous deck we discussed brand and management suggestions. In the case of Facebook this is an unnecessary set of topics as the current Facebook
management is already following the recommendations of voice, branding, volume, etc. The entirety of our suggestions revolve around attracting more Fans.

20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
Alerts
Class cancellations
Student Story Sharing
Alumni Story Sharing
Inspirational images
Memes
etc.
The 20% should continue to be brand and
informational posts such as weather alerts,
missing persons while the 80% should be
aimed at valuable and entertaining content
for Fans with the brand voice: Sharing a
Story from a student, sharing an interview
with a professor, campus events, images
and video from student activities,
inspirational quotes, etc.
For each Story that falls into the brand/

Fans - the number of followers of your page can tell you how successful you are at promoting it’s existence.
Fan Growth - this can tell you how successful your recent efforts to increase fans are.
Were Here - how many people are checking in via Facebook on campus.
Engagement - this tells you how effective your content is.
Reach - can inform you how far your content has spread.
Google Analytics - The monthly Fuseideas analytics report will summarize how many visitors are being directed to your site via Facebook,
where they go, how long they stay on.
Any deeper metrics such as sentiment, trends, brand mentions, passion intensity, and user data require social measurement tools.

The following are recommendations for increasing Facebook account Followers:
1) Develop Facebook campaigns speciﬁcally designed to increase the number of fans. Campaigns can effectively elevate the fan/follower base; many
of the new followers will remain engaged over time with the strong Facebook content William Paterson is employing.
2) Make sure the Facebook URL is included in all campus communications (web, print, TV) with a call to action.
3) Mention Facebook account on Twitter, YouTube videos, Google+, etc.
4) Use campus signage to expand awareness of Facebook account.
5) Within Facebook ask for ratings.

Targets
The following are target recommendations for WPs Facebook account:
1) Develop campaigns with a speciﬁc goal to increase Fan Growth with the measure of success at 10% during the length of the campaign.
2) We would like to see WP reach a Fan or Like total of 16-18,000. This would be consistent with the size of Rowan’s Facebook fan base, an institution
with a similar student attendance rate and double that of Ramapo whose student body is half that of WP.
3) Aim for 80/20 content percentages.
4) Keep your engagement rate at 69%+/-.
5) Develop campaigns aimed at increasing Were Here checkins to 50,000.

Image Speciﬁcations
Facebook recently changed it’s page layout.
This diagram represents the new layout and image
dimensions.

Part 4: LinkedIn Analysis, Assessment
and Recommendations

Index
1. Audit and Assessment of William Paterson LinkedIn Presence and Activity
4. Brand Recommendations
a. Brand Consistency
                                               i. Messaging
                                              ii. Visual Media
                                            iii. Voice
b.     Management Recommendations
                                              i. Content Best Practices
                                            ii. Measurement
c. Growth Recommendations
i. Targets

William Paterson University of New Jersey
Fuseideas performed a competitive analysis of the William Paterson
University of New Jersey account, matching it against Rowan University,
Kean University, Ramapo College, and Montclair State University. We
compared results in terms of follower count, content posted, media
posted, and recommendations; then looked at competitive data points
such as percentage of followers against student body population, amount
of visual media posted, and recommendations in the last 30 days.
The following represents that competitive analysis with recommendations
on goals, measurement targets, and best practices to increase followers,
engagement, and the integration of WP across the target audience’s
proﬁles on LinkedIn.

WP LinkedIn Audit and Assessment

William Paterson’s LinkedIn account
has a following of 30,122 which is
approximately 265% of the size of the
student body. The account has been
completed with all the necessary
informational fields, profile avatar, and
media gallery options available. The
page also has an administrator
facilitating updates, and other page
requests.
Followers: 30,122
Profile Avatar: Yes
Page administrator: Yes
Photos: 5
Video: 0
Notable Alumni: 9
Listed Alumni: 27,061
Top 3 Workplaces: ADP,
AT&T, Prudential Financial
Top 3 Professions: Sales,
Education, Operations
Content Updates in the last
30 days: 3
Recommendations in last
30 days: 17
Profile

WP is doing well on several fronts:
• LinkedIn profile is up to date with the latest
update “LinkedIn for Education”
• All profile fields are filled in and completed
• Branding and description is consistent with
other platforms
• Profile avatar is prominent (whereas it isn’t
on some competitors)
• You have a page administrator running the
profile (whereas some competitors do not)
WP can improvement performance in the
following:
• Add more images and video to front page
media gallery
• Increase content posting:
• Currently posting 1x per ten days.
• Increase to 1x per weekday to create 20
posts per month.
• This comes under LinkedIn’s
recommendation (post 20x per month
to reach 60% of your audience)

Ramapo College of New Jersey
Ramapo College’s LinkedIn account has a
following of 19,172 which is approximately
270% of the size of the student body. Their
profile has all informational fields
completed, and they also have a prominent
profile avatar. They do not utilize the front
page media gallery well, although they have
uploaded a video to it. They also have not
received many recommendations in the last
30 days. 
Followers: 19,172
Photos: 0
Video: 1
Notable Alumni: 7
Top 3 Workplaces: ADP, Pfizer,
AT&T
Top 3 Professions: Sales,
Operations, Education
Content Updates in the last 30
days: 3
Recommendations in last 30
days: 2 
Profile

Kean University
Kean’s LinkedIn account has a following of
34,283 which is approximately 181% of
the size of the student body. Their profile
has all informational fields completed, but
they do not have a prominent profile
avatar. They do not utilize the front page
media gallery well, with no uploads. They
have received 8 recommendations in the
past 30 days, however they have posted
no original content since they do not have
a page administrator currently. 
Followers: 34,283
Profile Avatar: No
Page administrator: No
Photos: 0
Video: 0
Notable Alumni: 6
Top 3 Workplaces: Merck,
AT&T, Rutgers University
Top 3 Professions:
Education, Sales, Operations
Content Updates in the last
30 days: 0
days: 8 
Profile

Montclair State University
Montclair State University’s LinkedIn account
has a following of 34,283 which is
approximately 336% of the size of the student
body. Their profile has all informational fields
completed, with a prominent avatar and main
photo. They do not utilize the front page media
gallery well, with no uploads. They have
received 18 recommendations in the past 30
days along with many other user comments on
the page, however they have posted no original
content.
Followers: 65,392
Photos: 0
Video: 0
Notable Alumni: 14
Top 3 Workplaces: Prudential
Financial, ADP, Novartis
Top 3 Professions: Education,
Sales, Operations
days: 0
days: 18
Profile

Rowan University
Rowan University’s LinkedIn account has a
following of 30,501 which is approximately
251%% of the size of the student body. Their
profile has all informational fields completed,
with a prominent avatar and main photo. They
utilize the front page media gallery the best of
all , with 15 uploads - 3 video, and 13 photos
of the campus, students, and culture. They
have received 10 recommendations in the
past 30 days and have posted 2 pieces of
original content. 
Followers: 30,501
Photos: 12
Video: 3
Notable Alumni: 18
Top 3 Workplaces: TD, Lockheed
Martin, State of New Jersey
Top 3 Professions: Education,
Sales, Operations
days: 2
days: 10
Profile

0
17500
35000
52500
70000
Followers
19,172
30,12230,501
34,283
65,392
Montclair Kean Rowan WP Ramapo

Montclair Ramapo Rowan WP Kean
270%336% 181%265% 251%
LinkedIn Followers as Percentage of Student Body

0
4
8
12
16
Pics/Vids
0
5
01
15
Rowan Ramapo Montclair WP Kean

Most Followers: Montclair - 65,392
Most Photos/Videos: Rowan - 15
Most Followers as Percentage of Students: Montclair - 336%
Most Notable Alumni: Rowan - 18
Most Content Updates: William Paterson/Ramapo - 3 
Most Recommendations: Montclair - 18

Top Content
There was not much content shared across all schools - but all that
did share updates posted about the 2014 graduates. Also, William
Paterson’s Throwback Thursday post had the top engagement
across the board for original content.

Conclusions
• William Paterson is doing many things right, given LinkedIn’s limited capabilities in comparison to other platforms
• William Paterson can improve social media marketing effectiveness across this channel with some very simple actions
• Of the competitors, Montclair is doing many things that are leading to strong follower retention and growth, while Rowan exhibits good use of media
and content within the space
• LinkedIn’s platform is limited compared to other social media. The primary goals for this channel should be content dissemination for the
appropriate audience (students, alumni, and prospects), making meaningful connections with this audience, and encouraging recommendations and
the integration of WP into the profiles of all involved with the institution
◦ Content – post 1x per weekday per LinkedIn’s suggestion on how to best reach your audience
• Content should focus on student/WP successes (graduates, awards, press), careers and future goals (stats on alumni), how else to
connect with WP (link off to other social platforms that offer more opportunities for visual media and conversation), faculty/staff
mentions (updates on new professors, press, featured profiles), and partnerships (charity work, co-ops, sponsored events)
• Use more visuals in content to attract the eye of followers that visit your profile or see your updates in their feeds
◦ Engagement - In order to increase engagement, integrate questions into posts, especially those with imagery. When followers can relate and
resonate with your posts (having a story to tell), they will interact if you ask them to do so
◦ Integration - In order to increase followers, you have to increase the presence of the LinkedIn page. This can be done by encouraging faculty/
staff and students/alumni to add WP to their LinkedIn profiles as their education or workplace. Include LinkedIn as part of your social media
chiclet set on your website (not currently there) and in other means (e-blasts, video, etc.)

Brand Recommendations
Brand consistency is important as you spread your voice from traditional channels to multiple social channels.

Branding Consistency
It’s important that brand consistency is
maintained across all social media
outposts. That means; logos, contact
information, brand messaging, etc.
Whenever a change is made to one, review
all others to make sure they stay in line.
While other departments may manage their
own accounts, make sure they adhere to
guidelines the social media department
lays down and support them with best
practices.
Logos are different across
all channels - they should
be made consistent

Messaging
Brand consistency messaging suggestions:
1) Consider LinkedIn as a channel for marketing campaigns and messages
such as Will.Power. You can use it in proﬁle graphics, and posts through
shared images, video, etc.
2) LinkedIn is also powerful to showcase successes of students/alumni and
faculty/staff in the form of awards, press, honors, and career spotlights
3) Make sure “About” or bio elements of your LinkedIn proﬁle are consistent,
within their framework, with the same elements used on other networks
and in other communications materials.
4) Make sure visual branding (logos, backgrounds, fonts, etc) are consistent
across all social media networks within the framework they allow.
WP’s Annual Report - a great piece of content showing
student success and academic excellence.
- upload important excerpts to LinkedIn

Visual Media
LinkedIn has broadened its capabilities for company pages and what they can upload. Company updates support a variety of formats including text and
a link to a website, image, SlideShare presentation, or YouTube and Vimeo video. William Paterson should take advantage of these options and include
visual media uploads on LinkedIn that are being shared across other social platforms.

The following are recommendations for overall LinkedIn strategy as well as content and day to day management.

1) The WP “chicklet” identity is being employed on the other William Paterson social media platforms, and therefore we recommend using it on LinkedIn as
well to maintain identity consistency across audiences and platforms. We strongly encourage using the formal university name in conjunction with the WP
chicklet, as you are doing now.Add more photos/video to the home page media gallery - this is one of the first things a user see when visiting your profile
2) Add more photos/video to the home page media gallery - that is one of the first things a user sees when visiting your profile
3) Stick to the 80/20 rule of content marketing: 80% about your audience, 20% about you
4) Post 1x per weekday: 20 posts per month as LinkedIn’s recommendation to reach 60% of your audience
5) Post more visual media in company updates (photos, video, presentations)
6) Encourage engagement by asking questions within posts
7) Encourage the integration of WP into faculty/staff/alumni/student LinkedIn profiles as a place of education or work to boost presence on the platform
8) Refrain from posting personal or sensitive information about staff or students, adhere to FERPA and internal communications guidelines
9) Be sure graphical identity branding is consistent with other social media outposts. Be sure all departments adhere to social media branding guidelines

20%
20%
20%
20%
20%
Brand/Informational
For/About
Audience
Press
Marketing
Alerts
Annual Report
Faculty/Staff updates
Student successes
Alumni successes/career spotlights
Links off to other social platforms
etc.
The 20% should be brand and informational
posts such as the WP annual report, faculty/
staff updates, etc. while the 80% should be
aimed at valuable content for Followers with
the brand voice: sharing an interview with a
professor, campus events, images and video
from student activities, student successes,
etc.
For each update that falls into the brand/

Followers - your number of followers is easy to track to see increased community interest.
Engagement - number of likes, comments, and shares to see which types of content resonates on the LinkedIn platform
Recommendations - how many you are receiving every 30 days and the sentiment behind each (why do people love WP?)
Google Analytics - The monthly Fuseideas analytics report will summarize how many visitors are being directed to your site via LinkedIn,
where they go, how long they stay on site, etc.
Any deeper metrics such as page views, visitors, keywords, common industries, and user data require social measurement tools.

The following are recommendations for increasing LinkedIn account Followers:
1) Use campus signage to build awareness of LinkedIn account.
2) Make sure LinkedIn account is included in all campus communications (web, print, email, TV, etc.) with a call to action such as “become a
connection on LinkedIn”, “add WP to your LinkedIn proﬁle and share you success” , etc.
3) Add LinkedIn chiclet to http://www.wpunj.edu/ home page header.
4) Mention LinkedIn account on Facebook, Twitter, YouTube videos, Google+, etc.
5) Encourage Faculty/Staff to add WP as their workplace on LinkedIn to boost presence

Targets
The following are target recommendations for WP’s LinkedIn account:
1) Achieve LinkedIn following that surpasses the % of the leading competition: Montclair University. Strive for 40,000+ followers
2) Increase content execution from 1x per 10 days to 1x per weekday to achieve LinkedIn’s recommendation of 20 posts per month
3) Increase image/video in the media gallery by 400% (25 uploads) to have a full gallery and surpass competition

Image Speciﬁcations
Source: http://www.goingsocial.ca/the-linkedin-cheat-sheet-for-image-sizing-dimensions/

Part 5: Campus Practitioner Social
Media Integration

How to integrate University communication strategy and
practitioners into social
Focus on the priority platforms
Manage your highest priority platforms well, maintaining a robust but manageable mix that correlates to your audiences and
goals. Note that some colleges concentrated on only one platform, which can limit broad audience engagement. However, too
much of a good thing will also undermine your ability to manage social media productively and invest in it wisely. Concentrate
your efforts and campus practitioners on the platforms that are most productive for William Paterson - Twitter, Facebook,
Instagram, YouTube and LinkedIn.
Integrate your content and your team
Make sure your campus understands that social media needs to be an integrated part of the overall University PR/MarCom
strategy and practice. Your goal is to demonstrate the brand themes via content created for the web. This practice will showcase
the proof of your brand ‘promise’ in a very real, authentic manner.
Thus, all content created for the web should be created with social media in mind. The social media leader(s) should be at the
table for all important content creation/strategy/marketing discussions and there should be a general consensus that the
abundance of stories will: be shared on the web, be brief, include photography and have an obvious tie to the brand themes (pillars
of the brand).
The digital team and social media director should be included in all planning for large scale events and campaigns. This includes
but is not limited to: graduation, new student open house/new admission cycle planning, annual giving, capital campaigns,
emergency response team, alumni programs, reunions, anniversaries, dedications, etc.

HOW TO INTEGRATE UNIVERSITY COMMUNICATION
STRATEGY AND PRACTITIONERS INTO SOCIAL
Create a sustainable strategy
Instead of focusing on stand alone campaigns to ‘keep social going,’ focus on integrating social media as a natural element in all
priority communications themes: enrollment, life on campus, life beyond campus and life after campus. Create social
conversations around these larger situations and link the conversations to events or stories you have created or curated. These
can be fun as well as serious. You
probably already have an institutional editorial calendar a starting point to launch these discussions and activities.
Listen to your social voices
William Paterson’s social media presence is more than what it posts on it’s platform accounts. It is also what others a) say about
you, b) create about you and c) share about you.
Because of this, a listening strategy is crucial. This can easily be set up via Tweetdeck, HootSuite, Google Alerts or any social
media monitoring service. The goal is to track sentiment and trending mentions of the brand. Some mentions you will be able to
anticipate, and some not. Uncovering and dealing with issues and opportunities urgently is a primary focus for the social media
listening strategy.

HOW TO INTEGRATE UNIVERSITY COMMUNICATION
STRATEGY AND PRACTITIONERS INTO SOCIAL
Promote your social channels actively
Showcase your social media accounts via your SM Directory, making it public. A hash tag list and explanation of their use should
also accompany your listing. As a management practice, for practitioners to maintain a place on the directory, they should be
required to follow your guidelines for graphics, naming, photography use, and standards for content maintenance.
Measure activity, engagement, growth and impact
Measurement is also a way that WP can integrate social media better. Social media can and does refer people to conversion
pages on the site. This fact alone should earn your social media leaders a place at the table for any content related discussions;
social needs to be part of the planning process to achieve a valuable and measurable marketing result for the campus.

Some thoughts on expanding your team and social media opportunities
We’d love to see everyone at WP (faculty, students, departments, alumni) using social media, using it well, creating great
content and using social to make a positive impact on their own goals, and institutional goals.
In order to know how to make the best use of your team and campus resources, here are some guidelines to think about:
● How much involvement do you want/can you manage from faculty, departments, students and alumni groups? (This will
inform who should be using social media.)
● How much support can you provide: for graphics, content, video, livestreaming, education, live chats, etc? (This will inform
what you should post and when.)
● How much control can you maintain: via strategy, admin rights, passwords, standards, photography? (This will inform who
uses social and how.)
● How much time/money can you invest in creating content for the web? (Videos, live chats, hangouts, written stories, audio,
etc.)
● Beyond cornerstone events, what other events, activities, departments, opportunities, traditions, celebrations does WP
have that you can capitalize on? How can you build a unique buzz around that your community will gladly participate in/
identify with?

Some thoughts on expanding your team and social media opportunities
Annual Giving: http://givingday.columbia.edu/, http://www.columbiaspectator.com/news/2013/10/24/giving-day-raises-78-million
Crowdfunding: http://middstart.middlebury.edu/, http://www.case.org/Publications_and_Products/2013/MayJune_2013/
Crowd_Around.html
Events: http://www.jhsph.edu/events/gun-policy-summit
Alumni Engagement: http://alumpics.wordpress.com/
Annual Giving/Engagement: http://alumnet.simmons.edu/simmtober
Student Pride/Recruitment/Alumni: https://tagboard.com/belmont2anywhere
Content Curation/Authentic Content/Integrated Campaigns: Hamilton College - The Scroll, http://www.hamilton.edu/news/story/hamilton-
leads-the-way-in-social-media
Best All Around Social Media Integration/Content Creation: https://www.facebook.com/tamu, http://www.tamu.edu/about/social-
directory.html, http://brandguide.tamu.edu/social-media-templates.html, http://tamutimes.tamu.edu/2013/03/01/texas-am-cited-by-daily-
beast-for-adept-social-media-use-school-spirit/#.U3uDFlhdX_Q
Join a Hangout w/Duke: http://spotlight.duke.edu/socialmedia/2012/04/10/join-a-hangout-with-duke/
Live FB Chats: https://www.facebook.com/FullSailUniversity
Student Run Accounts/Takeovers: http://weatheringthenorm.blogspot.com/2014/04/what-ive-learned-thanks-to-our-student-run-
instagram-account.html
Recruitment: #SeeBlue http://www.uky.edu/Admission/
School Pride Campaigns: http://chronicle.com/blogs/headcount/temple-u-creates-a-social-media-campaign-and-sees-a-surge-in-school-
pride/31992
https://www.flickr.com/photos/kennedyschool/sets/72157637054260853/
You can also ﬁnd more here: http://socialmediaforcolleges.com/

William Paterson Social Strategy

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