Basics of Social Media Analytics Mandy Reinig, St. Marys College of - - PowerPoint PPT Presentation

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Basics of Social Media Analytics Mandy Reinig, St. Marys College of - - PowerPoint PPT Presentation

Feb 18, 2024 245 likes •947 views

Basics of Social Media Analytics Mandy Reinig, St. Marys College of Maryland Jessica Winters, University of Groningen Presenters Mandy Reinig Director of International Education St. Marys College of Maryland Jessica Winters Head of

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Basics of Social Media Analytics

Mandy Reinig, St. Mary’s College of Maryland Jessica Winters, University of Groningen

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Presenters

Mandy Reinig Director of International Education

  • St. Mary’s College of Maryland

Jessica Winters Head of Marketing University of Groningen

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Agenda

  • What are social media analytics?
  • Why should we care?
  • Examples
  • Facebook
  • Twitter
  • Instagram
  • What do we do with the data?
  • Q&A
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What are social media analytics?

“Social media analytics (SMA) refers to the approach of

collecting data from social media sites and blogs and evaluating that data to make business decisions. This process goes beyond the usual monitoring or a basic analysis of retweets or "likes" to develop an in-depth idea of the social consumer.”

From - http://www.techopedia.com/definition/13853/social-media-analytics-sma

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Simple Analytics

—Twitter

  • # of Followers, # of Tweets/Retweets

—Facebook

  • # of Fans, # of Likes

Instagram

  • # of Favorites, # of Comments
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More in-depth exploration

  • Compares posts engagement across time
  • Examines times of posts (day vs. night)
  • Looks at types of people reached
  • Examines types of posts
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Why should we care?

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Analyzing your social media activities means you can successfully:

  • promote your institution
  • generate & convert leads
  • community-building
  • engage with students
  • uncover sentiments and trends: reputation

management

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Social media plays a role when choosing a college

Chegg ¡– ¡2014 ¡Social ¡Admissions ¡Report ¡2014 ¡

68%

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“It helps students or possible future students to learn about the college and get a feel of the environment. Plus students can hear the truth from people their own age, compare and contrast different views, and even keep in touch with friends on campus.”

Chegg ¡– ¡2014 ¡Social ¡Admissions ¡Report ¡2014 ¡

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Your job

  • Create a platform where you can:
  • inform prospective students about your university, city,

country, etc.

  • connect them to other (prospective) students
  • provide social proof
  • Have a good content strategy = increased reach and engagement
  • Measure + Analyze + Interpret your posts on Facebook,

Instagram, Twitter, etc.

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Why is social proof important?

  • 88% of customers trust online reviews as

much as personal recommendations*

  • Corporate voice vs. student voice

* SearchEngineLand (July 7, 2014)

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Content strategy

  • Right post
  • Right channel
  • Right tone of voice
  • Right time

Facebook ≠ Twitter ≠ Instagram

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Examples of Analytics Use

  • Facebook
  • Instagram
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Facebook

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Instagram analytics

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What to Instagram…?

  • Your university/degrees/

events/ accomplishments

  • Behind-the-scenes
  • Selfies
  • Memes
  • Funny photos
  • Quotes
  • Daily life
  • #TBT /

#ThrowbackThursday

  • Video
  • Hyperlapse
  • Repost
  • #TT / #TravelTuesday
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How to measure?

# followers # likes per picture # comments # engagement - likes/followers Analytics tools

  • IconoSquare.com (free)
  • SimplyMeasured.com (paid)
  • Union Metrics (free and paid)
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What do you do with this data?

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  • St. Mary’s: On campus
  • Channels Used
  • Facebook
  • Instagram
  • What we share
  • Student-related
  • Cultural
  • Sharing what students are doing
  • On campus happenings
  • Fun Quotes
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Groningen: prospective students

  • prospective students
  • current students
  • alumni
  • Facebook
  • Instagram
  • ...
  • showcase
  • engage
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Groningen strategy-main FB Page

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The Groninger Community: international, understanding, caring and proud...

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Groningen Instagram - Engaging with prospective students

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#nothingtopsGroningen

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#unilife

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#Groningenonthemove

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Using content from social ambassadors

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Reposting

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Questions?

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Contact Us

Mandy Reinig @mandysmashups arreinig@smcm.edu Jessica Winters @jlinkmarketing j.t.k.winters@rug.nl