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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
