Social Media Assessment for Higher Ed Professionals
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This presentation was created for the Association of College Unions International Annual Conference.
It was chosen to be a Flash Session (20min) and due to the amount of information I had, and limited amount of time, I chose to make my slides very text heavy so that others could utilize the information on their own at a later date if necessary. Usually my slides would be sparse, but I felt it would be more useful to include as much info as possible.
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Social Media Assessment for Higher Ed Professionals
2. Top 2 benefits of social media advertising were found to be:
Increasing Exposure
Increasing Traffic
78% of participants found that increased traffic occurred
with as little as 6 hours per week invested in social media
marketing.
3rd Year in a row – marketers want to increase their social
media efforts via YouTube. Blogging came in 3rd behind FB.
3. In order to measure the effectiveness of your
social campaigns, it’s critical to know your
objective.
What should that be?
Raise awareness of your brand.
Gain followers of a particular type.
Drive traffic to your website.
Provide real-time customer service.
16. INSTAGRAM ACTIVITY
PHOTO POSTS
VIDEO POSTS
3.0
3.1
3.0
ENGAGEMENT
PER POST
128
122
6
ENGAGEMENT
TOTAL
42
40
2
POSTS
NEW
MOST ENGAGING POST
MOST ENGAGING FILTER
Hefe
MOST ENGAGING LOCATION
University Union
Luckily, I'm always sporting red.
#Pebble #WearRed...
18. 0
2
4
6
8
10
12
TotalEngagement
Engagement Outside of Instagram
Twitter Facebook
per post
Tweets
FB Likes
FB Comments
FB Shares
per post
per post
per post
1.0 0.0
0.0 0.0
0
0
0
1
33
1.2
2
1.0
00
NEW PHOTOS NEW VIDEOS
0.0 0.0
20. 0
1
1
2
2
3
3
4
NumberofComments
Comments and Posts by Day and Time
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0
1
2
3
4
5
6
7
8
12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM
Posts
Time of Day
TOP DAY FOR ENGAGEMENTTOP DAY FOR ENGAGEMENT
TOP TIME FOR ENGAGEMENTTOP TIME FOR ENGAGEMENT
Friday
of your total comments41.7%
25.0%
3:00 PM – 4:00 PM
of your total comments
28. AWARENESS
Are students even aware
that you exist online?
Interest
Are they interested
enough to pay attention?
Desire
Do they want your
product?
Action
What type of action
are you looking for?
29. Remember you want to know if
your social media is working.
Is the content you provide
something that the students are
aware of, interested in, desire, and
will spur them to act upon?
30. AWARENESS
Let’s prove that your students are aware of your services.
Do a quick poll to see if students recognize your logo and if they are aware of your brand, your
accounts.
Recall Assessment
Find out what they remember.
Show them your website, your Facebook page, a video of your services - whatever it is you
want to assess.
See what they recall, what they think your office is about.
Knowledge Testing
Quizzing students on what they’ve learned. Is information easy to acquire for
students or do you need to tweek how you present your materials?
31. INTEREST
Again, looking at what you are presenting to
them – do they see anything that interests
them and why?
What types of programs are you interested in?
Are we showing events, services that you find
valuable? If not, what would you like to see?
32. DESIRE
Measure of Preference -
Examples:
Which page on our website do you look at
most?
What offices do you need to know the most
about?
Why would students WANT or NEED your page?
33. ACTION
Measure of Specified Action.
Questions like:
“Based on everything you have
(seen/read/heard/observed) about
these services, how likely are you to
(try/support/etc) this office?”
What do you want students to do after seeing
your page? What actions are you looking for?
34. Lastly, have another office review your accounts.
Have them look for:
• Presence of key messages.
• Broken/Incorrect Links.
• Absence of key messages. (Time,
Location, etc)
35. Credit:
Public Relations Journal Vol. 5
No. 2, Spring 2011
ISSN 1942-4606
“Standardization in Public Relations
Measurement & Evaluation”
David Michaelson and Don W. Stacks
*Social Media Examiner
@JenniferKeegin
Editor's Notes
To get started, let’s see what types of info came out of an industry assessment type report. When assessing benefits, users found increased traffic and exposure.
I can’t stress this first point enough. You have to know what you want to accomplish. Maybe you want more followers, but maybe you really want more folks using social media to find your website. Maybe both. But figuring out this important element first is key.
Facebook has extensive assessment available – so I am only highlight a few of my favorite elements to check out.
Under “Posts” you can see when your Fans are online (times and days) in order to post your content when it’s actually going to get seen.
Check out your own stats – but in general – ours hold up to industry standards. If you post a picture – you’ll get more views. Put up a video – TONS more interactions.
You can find out who your audience is and you can either cater to that audience – or decide to work on gaining other followers to diversify.
We showed a significant jump in the 45-54 range when showing who liked, commented and shared which was interesting. Our site reaches the younger crowd, but the older crowd engages more.
To break this into the most simple assessment EVER in a stars-on-a-piece-of-poster-board type way – here’s a quick way to count your weekly Facebook interactions.
Hootsuite is THE tool for managing several Twitter accounts in one place. It will also help you assess how your Twitter account is doing. Best features however are not free.
Twtrland is another resource for assessing Twitter.
Twitonomy.com is interesting because it adds a few more stats in for you to see.
For blogs or Tumblr sites that allow you to add in the Google Analytics code into your site. Check with your University/College – they might be tracking your website with this tool as well.
Simply Measured has great free reports.
The next eight slides came with my free report and exporting my report into PowerPoint slides was an option! Will do Vine as well. No Pinterest though.
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Hello Society is a Pinterest option, though most features will cost some money. This is a free view.
Have more time? Want to know even more about how well you are doing? Let’s use marketing theory to do deeper assessment.
Lewis held that the fourth stage or mental state, ACTION, was a natural result of moving through the first three stages -- that desire leads to action, i.e.Are you talking to me? Why are you talking to me? Good idea, but do I really need it? What will I have to do to get it?
“Working” means you define this – what does it mean for you?
Most Interesting Man in the World commerical.
If you have any questions, comments, or concerns please feel free to email me at jkeegin@Binghamton.edu, follow me/ tweet at me @JenniferKeegin.