Social Media Report American Universities 2014

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SOCIAL MEDIA REPORT

American Universities

How are the best American Universities doing in social media?

December 2014 10

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SOCIAL NETWORKS: TWITTER

ANALYZED COMPETITORS:

• Harvard University • Stanford University • Princeton University • New York University • Yale University • Corneli University • University of Washington • Columbia University

The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved 2014

Methodology

In this report we will use a simplified version of the tool focusing on Twitter platform, analysing key indicator like

audience, interaction and engagement, regarding the main competitors of the Soccer’s Teams in UK and verifying it in the

perspective of Benchmarking. To reach this goal we will use the analytic tool SocialWin, that will allow us to monitorize the

different social networks in a defined time. Finally we will be able to provide a global vision of the sector, utilizing diferrent

metrics, like the total audience, the number of mentions or the average of followers for every brand.

Metrics and KPI’s Metrics and KPI’s, rise as key elements of Social Media Analytics, which allow us to measure, quantify and check the critical

process of Social Media in a methodical and accurate way, aligning them whit the global goals of the organization and

measuring the range of the defined goals during the time.

Technical Profile

KPI’s Twitter

AUDIENCE GROWTH POSTING INTERACTION

ENGAGEMENT [%]

Total Number of Followers Total Number of New Followers Total Number of Tweets Total Number of Retweets; Comments and Favorites

Global score between 0 and 100

Study Typology: Social Network Analysis

Time of Monitoring: 10/11/2014 – 10/12/2014

Social Network Analyzed:

Twitter

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Industry: Universities /

Month / Year: Nov/Dec-14 Audience Analysis Yes

Geographical Area: United States Growth Analysis Yes

Number of Competitors: 8 Posting Analysis Yes

Selection Criteria:Industry Competitors with the

largest number of followers

Interaction Analysis Yes

Engagement Analysis Yes


SocialWin Twitter Standard

Twitter Analysis

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Twitter, was born in 2006, as a microblogging platform and positioned itself in few years like the most popular media for

news spreading in the world. Its simplicity and the 140 characters limitation hugely speeded up the utilization of this

media, converting it into the favorite communication tool for professionals, businesses and fans.

Twitter is an asymmetrical social network, where we can follow a person is not following us and vice versa. Nowadays the

plataform counts more than 500 millions of users, the average of time navigation is of 89 minutes/month and the average

is of 165 mil tweets/minute. These datas make Twitter the second most important social network of the world. Below we

highlight some of the main advantage to be present in this social network:

SOCIAL NETWORK METRICS / KPI's SOCIALWIN STANDARD*

VERY LOW LOW MEDIUM HIGH VERY HIGH

TWITTER Nº FOLLOWERS < 0 - < 500 < 0,5K - < 5K < 5K - < 25K < 25K - < 0,1M > 0,1 M

• To realize special offers, competitions, and launch news goods.

• To offer a personalized service of Customer Care.

• To improve your own supply of goods and services.

• To strengthen the relationships with customers.

• To create an strengthen brand evangelists.

• To know better your audience.


Audience Analysis

The Audience indicates the amount of followers of a community. For Facebook it’s the number of fans, on Twitter it’s the number of followers and on YouTube it’s the number of subscribers. This metric provides the community’s audience size, it shows how many users can be potentially reached.

Audience Ranking on Twitter


Growth Analysis

Growth is an indicator that provides the speed of our community’s audience change and reflects the number of followers gained or lost within a period of time. It is calculated based on the variation of the audience in a given period of time. The growth value can be positive, if the community increases the number of followers or negative in the case the community loses audience.

Growth Ranking on Twitter


Posting Analysis (Content)

Posting is the metric that shows the volume of content published in a given period of time. This helps us measure the efforts of the community management team, counting the number of published posts, sent tweets or uploaded videos in the past day, week or month. We count the content posted by the community management team and, if the page allows so, the content posted by other users in the timeline (in case we’re measuring Facebook).

Posting Ranking on Twitter


Interaction Analysis Interaction shows the total volume of interaction that has been generated in a given period of time. On Facebook, it counts Likes, Comments and Shared content. On Twitter, it counts Retweets, Mentions and Favorited items. On Youtube it counts number of Likes, Dislikes and Comments.

Interaction Ranking on Twitter


Engagement Analysis

The Engagement is one of the main KPIs in social media and the value represents the level of loyalty or commitment of the fans towards the brand’s fan page. The engagement score reflects the level of success of our content strategies and our channel management activities. The algorithm used to calculate the engagement value considers the different types of interaction in a period of time and assigns a score to each one. It then compares it to the audience of each community and the result is a score from 0 to 100.

Engagement Ranking on Twitter


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Data & Analytics

Social Media Report American Universities 2014