social media analysis: usf alumni association
TRANSCRIPT
USF Alumni Association
Social Media Analysis
Updated: 12/10/14
Why is Social Media Important?
“Social media is a low-cost, effective marketing channel that allows you to empower your supporters to share your organization’s mission and achievements. It also makes it easier for potential supporters to discover you.
Some of the benefits for utilizing social media include:
•Building awareness of your mission by driving traffic to your website and social media properties.•Growing your organization’s influence by cost-effectively acquiring new supporters, donors and volunteers.•Harnessing the passion of your most active supporters by empowering them to promote your organization’s various programs.”
Source: “Going Social: Tapping into Social Media for Nonprofit Success” by Convio Services Team (2010)www.councilofnonprofits.org/files/Convio_Social-Media-Guide.pdf
Brand Posts26
2,846
Engagement/Post109
Total Page Fans39k
Avg. People Talking About This (PTAT)
54
Most Engaging Content Type
Photos
Top Day/Time For Engagement
11:00 AM – 12:00 PM
Thursday
Most Engaging Post
"To Florida State University: The USF Community sends our thoughts and prayers
to your students, alu…"
1,148 interactions (14.0x average)
Avg. PTAT as % of Fans0.1%
Engagement as % of Fans7.2%
OUTBOUND COMMUNITY HEALTH OPTIMIZATION CONTENT DETAILSOUTBOUND COMMUNITY HEALTH OPTIMIZATION CONTENT DETAILS
Total Engagement on Brand Posts
USF Alumni Association Facebook Page Overview
Twitter Follower Report
On average, your audience has 1.6x as many followers as users they are following.
You
5,828
Audience (Avg)
3,603
Followers Tweets
On average, your audience tweets 0.4 times per day.
You
4,203
Audience (Avg)
2,668
(Lifetime)
Klout Score
18% of your total followers are above the Worldwide Klout Score of 40.
You
52.8
Audience (Avg)
25.4
USF Alumni Association Twitter Page Overview
How do we stack up against other Alumni Associations?
62,148 likes on Facebook page13.4 Twitter Followers
16,307 likes on Facebook page9,542 Twitter Followers
39,444 likes on Facebook page5,856 Twitter followers
20,272 likes on Facebook page7,852 Twitter followers
Updated: 12/10/14
ENGAGEMENT PEAKSENGAGEMENT PEAKS
MOST ENGAGING POST FROM 11/20/14
To Florida State University: The USF Community sends our thoughts and prayers to your stu…
1,148 interactions, 73% of the total for that day
MOST ENGAGING POST FROM 11/27/14
https://fbcdn-sphotos-g-a.akamaihd.net/hphotos-ak-xpa1/v/t1.0-9/p130x130/1450279_101518174…
247 interactions, 89% of the total for that day
MOST ENGAGING POST FROM 11/26/14
Enjoy the rivalry responsibly. #GoBulls #BeatUCF http://beatucf.com | Timeline Photos | ht…
274 interactions, 77% of the total for that day
0
200
400
600
800
1.0K
1.2K
1.4K
1.6K
1.8K
2.0K
0
1
2
3
4
5
6
Tota
l En
gage
men
t
Bra
nd
Po
sts
Brand Posts and Total Engagement
Brand Posts Total Engagement
Content that performs best on our Facebook page is content that alumni feel most connected with, such as photos from our events,
promotional materials and news updates about the university.
Content Performance: USF Alumni Association Facebook Page
Example: Nov. 20, 2014 – The USF Alumni Association shared a photo posted by the university’s main Facebook page to give condolences after the shooting in the library that took place at Florida State University earlier that morning.
Why it performed well: Alumni may be connected with FSU for many reasons: employment, post-graduate school, or even family members who attend the university. Connecting with those affected gave alumni a chance to speak out and show their support for FSU as well.
Answer: Content that
alumni can engage with.
What content performs best on Facebook?
Answer: Content that gets our
followers excited and makes them
see there’s something in it for
them.
Our Share the Love campaign led to a big push in our social media engagement.
Posts that have an incentive for engagement, such as prize giveaways or other goodies, encourage Alumni to share our content leads to the posts being shared on their pages to their friends, who are also Alumni!
In turn, we’ll gain more fans on Facebook and more followers on Twitter.
What content performs best on Facebook?
What content performs best on Facebook?
Answer: Content that makes
Alumni remember their
‘Good Old Days’ at USF
Posts about the history of USF performs well because they encourage Alumni to relive the days where they
too were a student at USF. This reignites their connection with the
university, and leads them to engage more with their Alumni Association.
789
582
510
301343
263292 288
0
100
200
300
400
500
600
700
800
900
# P
rofi
les
Audience Profile Analysis: Top Keywords
Top Keywords used on USFAA’s Twitter Account
A hashtag is a tag used on the social network Twitter (and now Facebook) as a way to annotate a message. A hashtag is a word or phrase preceded by a “#”. Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference.
Hashtags allow users to find our content more easily when searching trends on social media sites.
Tweets with hashtags receive twice as much engagement as those without (Source: The Daily Telegraph).
What content performs best on Twitter?
Answer: Content that connects us
with the community.
Mentions (including another Twitter handle in a post) of other major groups and organizations in our content exposes us to their followers as well, encouraging
more exposure in the form of clicks, retweets and favorites.
Organizations we connect with are likely to share our content to highlight partnerships and expand their community engagement. It’s a win-win!
What content performs best on Twitter?
Answer: Content that provides a
multimedia element to stand out
from the rest of the clutter.
Tweets with images, videos and other multimedia elements included receive 18% more clicks, 89% more favorites and 150% more retweets than those without. (Source: The Daily Telegraph)
These type of posts stand out from others in users Twitter feeds, encouraging a higher click-through rate.
Goals for USFAA’s Social Media Pages
• Create a more consistently scheduled social media presence through the creation of an editorial calendar.
• Outline a specific purpose for our Twitter account, to ensure that it’s use to our followers is different from that of our Facebook page.
• Create more content that pushes viewers/followers towards the USFAA website so they’ll be exposed to membership benefits and everything the organization has to offer.
Goal #1 - Creation of a Social Media Content Calendar
The content calendar has improved the overall organization of our various social media channels. Using the Calendars function in Microsoft Outlook, we can look at what posts we’ve planned for our various social media platforms, as well as for our text messaging services and website. We can fill holes with extra content as needed, and use the information to determine optimal times to post.
Our Twitter account performs better when our content is relevant to what it is our followers want to see. Also, brevity is key! Posts that have had short, sweet but interesting copy have outperformed those that would be better suited for our Facebook or LinkedIn audiences.
Goal #2 – Finding a purpose for our Twitter account
On December 10th, we posted a Tweet about the results of Giving Tuesday, a worldwide day of giving for nonprofit organizations. The short, sweet and to the point tweet that we posted alongside the YouTube video thanking our donors was received well within our Twitter audiences, and was retweeted multiple times!
Twitter Best Practices:
• Less is more! Shorter tweets result in
more engagement.
• Engage more with our Twitter accounts
within the USF System and Tampa Bay
community.
• Use two or less hashtags per tweet to
avoid overbearing your followers.
• Asking followers to “retweet” or “RT” for
short results in more engagement.
• Posts with photos greatly out perform
those with no multimedia element.
When you start to understand your followers interests and what they’re more likely to engage with, you can optimize your content to fit their interests.
Goal #3 – Create more of a push towards our website/benefits of USFAA membership
To encourage more of a push towards awareness for what the Alumni Association can provide its members, we’ve began posting more content about the benefits of membership.
Posts that highlight freebies on our website, such as this post about the Book of Bull, shows our followers that it’s not just about signing up for membership when you visit our website.
Event promotions, such as highlighting the application season for our Fast 56 Awards program, gives followers notice of something they may not have seen unless they went to our website. Then they’ll click-through to our site for details.
On Cyber Monday, we posted about a book sale that one of our Alumni chapters was having. The post succeeded because it was relevant to what was on everyone’s mind during the day: buying Christmas gifts online.
Relevancy is key! Always ask yourself
“Why should my followers care about
what I’m posting?” and make sure that
question is answered in your content!
Things to Remember:
• Content performs best on Facebook what it’s content that alumni feel connected with, that they can engage with and that shows them there’s something in it for them when they like our page.
• Content performs best on Twitter when it’s is short and sweet, and connects with other communities on the site.
• Tweets with hashtags receive twice as much engagement, but more than two hashtags can hurt more than it helps.
• Through getting to know your followers’ interests and what time of day they’re most active online, you can get the most our of your social media content.
• Always ask yourself “why should my followers care about what I’m posting?” and make sure that question is answered in your content.