This document summarizes a presentation about using social media in higher education. It discusses measuring performance on Facebook, examples of Facebook in action from Regis University, and exploring other social media platforms. The presentation contains tips for higher education institutions on growing their Facebook fan base, engaging fans through content and messaging, and developing a social media strategy and action plan.
3. Introductions 3
Chris Tyburski
Senior Marketing Consultant
TWG Plus
Mike DelliVeneri
Social Media and Internal Communications
Manager
Regis University
8. Where do we stand? 8
“Facebook remains the king of social
media...respondents have crowned it
the #1 social media outlet for
admissions offices”
– Facebook and Admissions,
Varsity Outreach, Sept. 2012
9. Facebook Challenges 9
1. Keeping audiences engaged
2. Measuring the impact of our Facebook
presence
3. Getting prospects/admits to join/like
our Facebook presence
11. TWG Plus Research 11
Research Questions
• What kind of scale can we create to rank the activity of
a school.
• What is the average number of fans by segment?
• Can we rank engagement by segment?
• What type of content produces the most engagement?
• Is there a relationship between frequency and
performance?
• What lessons can we learn from high and low
performing pages?
12. TWG Plus Research 12
Research Methods
• Quantitative analysis of over 500 high education
institutions
• Random sample of 4-year degree granting
institutions from IPEDS 2009-2010 list
• All not-for-profit
• Divided into categories by Carnegie Foundation Size
and Setting classifications
• Defined engagement
# of Comments+Likes+Comment Likes+Wall Posts
# Fans
• Measured activity for 1 year on main institutional
Facebook page
15. Fan Base 15
School Size Large Medium Small Very Small
(>10,000) (3,000-9,999) (1,000-2,999) (<999)
Average 30,871 5,482 3,283 1,458
A >42,120 >9,051 >5,594 >2,721
B 21,977-42,120 4,933-9,051 3,283-5,594 1,417-2,721
C 1,834-21,977 815-4,933 972-3,283 113-1,417
D <1,834 <815 <972 <113
17. Engagement per Fan 17
School Size Large Medium Small Very Small
(>10,000) (3,000-9,999) (1,000-2,999) (<999)
Average .63 .77 .70 .66
A >1.09 >1.34 >1.22 >1.23
B .63 - 1.09 .71 - 1.34 .70 - 1.22 .66 - 1.23
C .17 - .63 .08 - .71 .18 - .70 .09 - .66
D <.17 <.08 <.18 <.09
19. Active Fan Base 19
School Size Large Medium Small Very Small
(>10,000) (3,000-9,999) (1,000-2,999) (<999)
Average 20.75% 25.68% 23.22% 22.53%
A >29.82% >41.45% >34.47% >35.23%
B 20.75%-29.82% 23.96%- 23.22%- 22.53%-
41.45% 34.47% 35.23%
C 11.68%-20.75% 6.47% - 11.97%- 9.83%-22.53%
23.96% 23.22%
D <11.68% <6.47% <11.97% <9.83%
22. Messaging 22
Tragedy
• High Engagement Fan Page
• Low Engagement Fan Page
23. Messaging 23
Personal Highlight
• High Engagement Fan Page
• Low Engagement Fan Page
24. Frequency 24
• Posting too much
• Posting too little
Admin Posts per Day
School Size Large Medium Small Very Small
High 2.27 1.98 1.74 1.4
Engagement
Frequency
Low .43 .17 .15 .07
Engagement
Frequency
Ideal 2-3 1-3 1-2 1-2
Frequency
Range
25. 7-Step Action Plan 25
1. Analyze what you have
• Content/channels
• Team/Resources
• Audience
• Integration with other channels
2. Develop goals (based on institution and available resources)
3. Develop strategy based on audience
4. Build audience
5. Test/refine content
• Gather new data
6. Survey matriculants
7. Iterate