2 minute read
Social Media Performance
Our social media continues to complement our newsroom as our main outlet of disseminating news and school spotlights. Our social media strategy this year focused on establishing visual branding and promoting underrepresented minority (URM) groups within the Merage School. With an emphasis on our strongest platforms (LinkedIn and Instagram), Facebook and Twitter took a back seat. Soft launching our TikTok, the Social Media Team aims to expand our reach.
KPIs
Social media KPIs include:
• Follower count
Year-Over-Year Performance
• Total engagement • Total impressions
• Page Like Count: 6,358 • Page Like Growth: +98 (+1.57%) • Annual Engagement Growth: -2,428 (-30.68%) LinkedIn
• Total Follower Count: 26,674 • Annual Follower Growth: +4,091 (+18.12%) • Annual Impression Growth: +120,040 (+14.77%)
• Total Follower Count: 4,384 • Annual Follower Growth: +710 (+19.32%) • Annual Engagement Growth: +524 (+4.78%) Twitter
• Total Follower Count: 5,600 • Annual Follower Growth: +158 (+2.90%) • Annual Impression Growth: -128,298 (-50.97%)
Commentary and Recommendations for Next Year
1. LinkedIn: As the platform with our most desired target audience, LinkedIn has sustained its impressive performance, growing in follower count and overall impressions. Faculty, alumni and graduate spotlights garner the most views and engagement, likely due to the honoree’s larger network and subsequent shares.
We should continue with this strategy by paying attention to details like tagging where applicable and always including a visual element into each post. 2. Instagram: With a focus on audience engagement and feed aesthetic, our Instagram has grown significantly over the past year. Unlike the other platforms, undergraduate posts and event recaps are received better than professionally created graphics. Moving forward, we should emphasize posting more organiclooking photos, highlighting the people and activities that make up the Merage School. 3. Facebook & Twitter: While both platforms continue to decline in overall user popularity, we should not completely neglect our accounts. With an older audience demographic, it is important for a top-ranked school to maintain visibility. While Twitter prefers shorter headlines, Facebook enjoys longer personalized stories of our staff and students. Utilizing hashtags and tags will be the key to increasing our reach on these platforms. 4. TikTok: Despite having a slow start, we still recognize the potential value of an official account. We should prepare a calendar schedule for the upcoming school year with video creation assistance from our Marketing
Team. We want to post high-quality, informative videos with a fun, lighthearted energy to appeal to the platform’s younger demographic audience. TikToks can be reposted as Instagram Reels for added bonus.
