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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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Presented by: Jennifer Keegin, Associate Director for Campus Activities, Binghamton University
 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.
 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.
 Facebook Insights
 Facebook Insights - Posts
 Facebook Insights – Post Types
 Facebook Insights - People
 Facebook Insights – People Engaged
Facebook Points System Likes: 1 point each Comments: 5 points each Shares: 10 points each
 Twitter Analytics via Hootsuite
 Twitter Analytics via twtrland
Social Media Assessment for Higher Ed Professionals
 Google Analytics (Tumblr/Blogs)
Instagram
Instagram – Simply Measured
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...
0 5 10 15 20 25 30 35 0 1 2 3 4 5 6 7 8 9 10 Engagement Posts Instagram Activity Photos Posted Videos Posted Engagement ACTIVITY DETAILSACTIVITY DETAILS 116Instagram Likes per photo per video 2.8 2.5 12Instagram Comments per photo per video 0.3 0.5
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
2 2 1 1 1 1 1 1 1 1 mrskeegin jbowkz tbaclawski latinegro biggietoms slickwraps chrisconzen enewtski emm_dee_emm victorleaos Number of Comments Most Active Commenters 1 1 1 1 1 1 1 0 note excited acui crack acui conference bring conference crack bring Number of Mentions Keyword Analysis (Comments)
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
11 11 10 8 7 7 6 6 6 6 pebble wearredday tedx gotmyoreo espn whpchairaffair johnadams selfieswithpresidents binguactivities wegmans Engagement Per Post Top Photo Tags 9 7 5 4 4 1 1 1 2 2 0 1 1 2 2 3 0 1 2 3 4 5 6 7 8 9 10 EngagementPerPhoto TimesUsed Top Photo Filters (By Engagement) Engagement Per Photo Number of Photos
5 5 3 danceavenue latenightmemories bono Engagement Per Post Top Video Tags 4 2 0 1 1 2 2 3 0 1 1 2 2 3 3 4 4 5 EngagementPerVideo TimesUsed Top Video Filters (By Engagement) Engagement Per Video Number of Videos
27 27 0 5 10 15 20 25 30 0 5 10 15 20 25 30 EngagementPerPost TimesUsed Top Cities Number of Posts Engagement Per Post 6 4 3 University Union McDonald's The MarketPlace Engagement Per Post Top Location Names
 Pinterest
 Pinterest
LET’S GET DEEPER! Ways to assess your social media campaign further.
A-I-D-A THEORY OF COMMUNICATION
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?
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?
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?
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?
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?
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?
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)
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

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Social Media Assessment for Higher Ed Professionals

Editor's Notes

  1. 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.
  2. 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.
  3. Facebook has extensive assessment available – so I am only highlight a few of my favorite elements to check out.
  4. 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.
  5. 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.
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. Twtrland is another resource for assessing Twitter.
  11. Twitonomy.com is interesting because it adds a few more stats in for you to see.
  12. 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.
  13. Simply Measured has great free reports.
  14. 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.
  15. Click here to add notes
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  23. Hello Society is a Pinterest option, though most features will cost some money. This is a free view.
  24. Have more time? Want to know even more about how well you are doing? Let’s use marketing theory to do deeper assessment.
  25. 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?
  26. “Working” means you define this – what does it mean for you?
  27. Most Interesting Man in the World commerical.
  28. If you have any questions, comments, or concerns please feel free to email me at jkeegin@Binghamton.edu, follow me/ tweet at me @JenniferKeegin.