Leveraging Social Media to Create a University of “Us” · 2018. 7. 26. · Leveraging Social...

Leveraging Social Media to Create a

University of Us

Courtney Tripp Niemuth Manager of New Media and

Communications

About UCM

• 4-year public university

• 13,000 Students • Warrensburg, Mo.

• Learning to a Greater

Degree

Age Group 18-24

Platforms and Reach

Platform Reach in 12/13 Reach in 14/15 Facebook 13,145 27,723 Twitter 3,381 7,740 President Twitter * 6,290 Pinterest 1,030 5,785 Instagram 0 2,199 LinkedIn 1,750 4,375 Total 19,306 54,111

Is there a difference in behavior of those who

follow the university on social media?

Does it make a difference to campus

engagement and brand loyalty when students

engage on social media?

Engagement/Interaction Value

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

I try to stay up todate on news and

events at UCM.

I would recommendUCM to a friend.

When I am onbreak from UCM, Italk to my family

about myexperiences.

I share myexperience at UCM

through photoswith friends.

I will attend anoutside of class

event NOT for extracredit in the future

on campus.

Loyalty-Expressive Behaviors Compared to Frequency of "Liking"

a UCM Post

Not Active

Moderately Active

Highly Active

a b c a b b a b b a b b a b c

Engagement/Interaction Value

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

I try to stay up todate on news and

events at UCM.

I would recommendUCM to a friend.

When I am on breakfrom UCM, I talk tomy family about my

experiences.

I share myexperience at UCM

through photos withfriends.

I will attend anoutside of class

event NOT for extracredit in the future

on campus.

Loyalty-Expressive Behaviors Based on the Frequency of

Commenting on or Sharing

Not Active

Moderately Active

Highly Active

a b c a b ab a b b a b c a b b

Engagement/Interaction Value

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

I try to stay up todate on news and

events at UCM.

I would recommendUCM to a friend.

When I am on breakfrom UCM, I talk tomy family about my

experiences.

I share myexperience at UCM

through photos withfriends.

I will attend anoutside of class

event NOT for extracredit in the future

on campus.

Loyalty-Expressive Behaviors Compared to Frequency of Using a

UCM-Related Hashtag

Not Active

Moderately Active

Highly Active

a b ab a b ab a b b a b b a b b

Results

Responsiveness and Crisis

Communication

Responsiveness and Crisis

Communication The night of the verdict in Ferguson, Mo.

Responsiveness and Crisis

Communication Within  minutes  of  it  breaking  …

No Traditional Media coverage

Listening

Listening

Evaluation

Questions?

Courtney Tripp Niemuth

cniemuth@ucmo.edu @CANiemuth