Social Media Assessment for Higher Ed Professionals
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SOCIAL MEDIA ASSESSMENT FLASH SESSION Presented by: Jennifer Keegin, Associate Director for Campus Activities, Binghamton University
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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.
Transcript of Social Media Assessment for Higher Ed Professionals
SOCIAL MEDIA ASSESSMENT
FLASH SESSIONPresented by:
Jennifer Keegin,
Associate Director for Campus Activities,
Binghamton University
2013 SOCIAL MEDIA MARKETING INDUSTRY
REPORT* 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.
TO GET STARTED…
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.
BASIC ASSESSMENT Facebook Insights
BASIC ASSESSMENT Facebook Insights - Posts
BASIC ASSESSMENT Facebook Insights – Post Types
BASIC ASSESSMENT Facebook Insights - People
BASIC ASSESSMENT Facebook Insights – People Engaged
BASIC ASSESSMENT
Facebook Points SystemLikes: 1 point eachComments: 5 points eachShares: 10 points each
BASIC ASSESSMENT Twitter Analytics via Hootsuite
BASIC ASSESSMENT Twitter Analytics via twtrland
BASIC ASSESSMENT Google Analytics (Tumblr/Blogs)
BASIC ASSESSMENTInstagram
BASIC ASSESSMENTInstagram – Simply Measured
INSTAGRAM ACTIVITY
INSTAGRAM ACTIVITY
PHOTO POSTS
PHOTO POSTS
VIDEO POSTS
VIDEO POSTS
3.0
3.03.1
3.13.0
3.0
ENGAGEMENT
ENGAGEMENTPER POST
PER POST128
128122
1226
6
ENGAGEMENT
ENGAGEMENT
TOTAL
TOTAL
42
4240
402
2
POSTS
POSTS
NEW
NEWMOST ENGAGING POST
MOST ENGAGING POST
MOST ENGAGING FILTER
MOST ENGAGING FILTERHefe
HefeMOST ENGAGING LOCATION
MOST ENGAGING LOCATIONUniversity Union
University Union
Luckily, I'm always sporting red. #Pebble #WearRed...
Luckily, I'm always sporting red. #Pebble #WearRed...
1/26/1
4-2/1
/14
2/2/1
4-2/8
/14
2/9/1
4-2/1
5/14
2/16/1
4-2/2
2/14
2/23/1
4-3/1
/14
3/2/1
4-3/8
/14
3/9/1
4-3/1
5/14
3/16/1
4-3/2
2/14
3/23/1
4-3/2
9/14
3/30/1
4-4/5
/14
0
1
2
3
4
5
6
7
8
9
10
0
5
10
15
20
25
30
35
Instagram Activity
Photos Posted Videos Posted Engagement
Post
s
Enga
gem
ent
ACTIVITY DETAILSACTIVITY DETAILS
1 1 6
116Instagram Likes
Instagram Likesper photo
per photoper video
per video
2.8
2.82.5
2.5
1 2
12Instagram Comments
Instagram Commentsper photo
per photoper video
per video
0.3
0.30.5
0.5
1/26/1
4-2/1
/14
2/2/1
4-2/8
/14
2/9/1
4-2/1
5/14
2/16/1
4-2/2
2/14
2/23/1
4-3/1
/14
3/2/1
4-3/8
/14
3/9/1
4-3/1
5/14
3/16/1
4-3/2
2/14
3/23/1
4-3/2
9/14
3/30/1
4-4/5
/14
0
2
4
6
8
10
12
Engagement Outside of Instagram
Twitter Facebook
Tota
l Eng
agem
ent
per post
per post
Tweets
Tweets
FB Likes
FB Likes
FB Comments
FB Comments
FB Shares
FB Shares
per post
per post
per post
per post
per post
per post
1.0
1.0
0.0
0.0
0.0
0.0
0.0
0.0
0
0
0
0
0
0
1
1
33
331.2
1.2
2
21.0
1.0
0
00
0
NEW PHOTOS
NEW PHOTOSNEW VIDEOS
NEW VIDEOS
0.0
0.0
0.0
0.0
mrskeegin
jbowkz
tbaclawski
latinegro
biggietoms
slickwraps
chrisconzen
enewtski
emm_dee_emm
victorleaos
2
2
1
1
1
1
1
1
1
1
Most Active Commenters
Number of Comments
note
excited
acui
crack
acui conference
bring
conference
crack bring
1
1
1
1
1
1
1
0
Keyword Analysis (Comments)
Number of Mentions
0
1
2
3
4
Comments and Posts by Day and Time
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Num
ber o
f Com
men
ts
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00012345678
Time of Day
Post
s
TOP DAY FOR ENGAGEMENTTOP DAY FOR ENGAGEMENT
TOP TIME FOR ENGAGEMENTTOP TIME FOR ENGAGEMENT
Friday
Friday of your total comments
of your total comments41.7%
25.0%
3:00 PM – 4:00 PM
3:00 PM – 4:00 PM of your total comments
of your total comments
pebble
wearredday
tedx
gotmyoreo
espn
whpchairaffair
johnadams
selfieswithpresidents
binguactivities
wegmans
11
11
10
8
7
7
6
6
6
6
Top Photo Tags
Engagement Per Post
Hefe
Early
bird
Hudson
Normal
X-Pro
II
0
1
2
3
4
5
6
7
8
9
10
0
1
2
39
7
5
4 4
1 1 1
2 2
Top Photo Filters (By Engagement)
Engagement Per Photo Number of Photos
Tim
es U
sed
Enga
gem
ent P
er P
hoto
danceavenue
latenightmemories
bono
#NUM!
#NUM!
#NUM!
#NUM!
#NUM!
#NUM!
#NUM!
5
5
3
Top Video Tags
Engagement Per Post
Normal
0
1
2
3
4
5
0
1
2
3
4
2
Top Video Filters (By Engagement)
Engagement Per Video Number of Videos
Tim
es U
sed
Enga
gem
ent P
er V
ideo
Bingham
ton, N
Y
0
5
10
15
20
25
30
0
5
10
15
20
25
3027 27
Top Cities
Number of Posts Engagement Per Post
Tim
es U
sed
Enga
gem
ent P
er P
ost
University Union
McDonald's
The MarketPlace
6
4
3
Top Location Names
Engagement Per Post
BASIC ASSESSMENT Pinterest
BASIC ASSESSMENT 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?
InterestAre 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?
AWARENESSLet’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?
OUTSIDE EVALUATION
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)
SOCIAL MEDIA ASSESSMENT
FLASH SESSIONCredit:
Public Relations Journal Vol. 5No. 2, Spring 2011ISSN 1942-4606
“Standardization in Public RelationsMeasurement & Evaluation”David Michaelson and Don W. Stacks
*Social Media Examiner
@JenniferKeegin
