ILS Social Media Report

1 ILS Social Media Strategy

ILSILSSOCIAL MEDIA STRATEGY REPORT

2 ILS Social Media Strategy 3 ILS Social Media Strategy

OVERVIEWInformation & Library ScienceSocial Media Strategy Report

Summary -------------------------------------------------------------- Current Social Media Presence ---------------------------------------- SWOT Analysis ---------------------------------------------------------

Goals ------------------------------------------------------------------- Target Audiences ------------------------------------------------------

Listen ------------------------------------------------------------------

Strategy & Tactics ------------------------------------------------------Application of Strategy by Channel -----------------------------------

Facebook ------------------------------------------------------------

Blog -----------------------------------------------------------------Pinterest -------------------------------------------------------------

Monitoring ------------------------------------------------------------Evaluating and Tuning ------------------------------------------------Budget ----------------------------------------------------------------Return on Investment ------------------------------------------------

Twitter --------------------------------------------------------------LinkedIn -------------------------------------------------------------

Instagram -----------------------------------------------------------

TABLE OF CONTENTS

Executive Summary •InformationandLibraryScience(ILS)isahighlyrankedprogramthatis undergoingmanychangesincludingmergingandrebrandingwiththeSchool ofInformaticsandComputing,andestablishingabrandnew,trendyData Sciencedegree.

•Socialmediaresearchincollegerecruitmentshowsthatitisoneofthemost importanttoolsforchoosingaschool.

•ILShasapresenceonahandfulofsocialmedianetworks,buttherehas notbeenadefinedstrategywiththeseaccounts,whichhasleftsomeofthese accountsabandonedandunactive.

•Competitingschoolsseemtohavebeenrecentlygettinguptopaceonutilizing theirsocialmedia,andwedonotwanttofallbehind.

•Bypostinghelpful,thoughtprovoking,andengagingupdates,oursocial mediacanbeagototoolforcurrentstudents,awayforparentstokeepupand bragabouttheirchildren’saccomplishments,awayforalumnitokeepengaged inthedepartment,andforcreatingthebestshowcaseofhowourdepartment operatestoattractprospectivestudents.

•Withthecombinationofsocialmediasavvystaff,asupportivemanagement whoistrustingofstaff,industryleadingfaculty,andahighlyreputableproduct, wehaveagreatfoundationforcreatingasuccessfulsocialmediacampaign.

•Allocatingaportionofstaffstimeeveryweekdedicatedtooursocialmedia campaignbymonitoring,curating,creatingandposting,wewillimplement anexploratorycampaignwithobtainablebenchmarkstohelpestablishan onlinecommunity

•Onceourfirstexploratorycampaignreachescompletetion,Ienvisionamuch largerandengagedcommunityacrossallofoursocialmedia,andbegintosee thereturnonourinvestment.Wewillthenknowwhatworkedandwhatdidn’t, andcanusethisinformationtocreatebiggercontentcreationandcampaign strategies.

•Beforethesecondcampaignbegins,thedepartmentwillneedtomakea decisiononhowtodealwiththeincreasedworkthatcomesalongwitha successfulsocialmediacommunity.

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ILS SummaryTheInformation & Library Science Department(ILS)isadeparmenthousedintheSchoolofInformationsandComputing.Thedepartment,ranked#8inthecountryamongsimilarprograms,hoststhreemastersprogramsinDataScience,LibraryScienceandInformationScience.Thedepartmentalsoishometoanarrrayofcertificates,specializations,dual-degreesandevenaPh.D.inInformationScience.

TheDepartmentofInformationandLibraryScienceiscommittedtoexcellenceandinnovationintheeducationoflibrariansandotherinformationprofessionals,thecreationofknowledge,andserviceinadiverseandchangingglobalinformationenvironment.

TheILSdepartmenthavebeenaroundformorethanahalfcenturyandhavegraduatedalmost8,000studentsinthattime.ItsalumniaretobefoundallacrosstheUnitedStatesandworldwide,holdingvariousleadershippositions.(1)

Current Social Media Presence

-CaraRousseau,socialmediamanagerDukeUniversity

A REAL INSIGHT I think that using these tools and platforms gives students

into what colleges are all about“ “

Twitter: The@iuilsTwitteraccounthas190followers,andfollows219accounts.Theaccountisfairlyactive,withabout~5postsaweek.Thesepostsrangefromcampusevents,interestingstorysandfunmemes.ThereisalittlebitofTwitterengagement,butnothingsubstantial.SentimentontheTwitterpageisdivided.Wehavesomestudentswhoarepositive,butsomewhoareverynegative,mostlyaboutthemerger.Specifically,oneindividualwhoisveryvocalonTwitterwithhisnegativeopinionsofthemergerandILSpolicies.PreviousengagementnormallyhascomefromotherIUTwitterhandles.ThereisalsoaprogramdividewhenandifferentsourcerunstheIUDataScienceTwitterpage.

Blog: TheILSstudentrunblog(http://ilsblog.soic.indiana.edu/)hasabouttwoupdatesamonth.Theblogpostsarecreatedbystudentworkers,andgenerallyaboutcampuseventsandtogetnewsacrosstostudents.Itservesafunctionsimilartopressreleases.Commentsareenabled,butthereisnoconversationontheposts.Amajorchallengeofthestudentblogisstudentsnothavingtimetodesignatetowritingconsistentposts.

Instagram: The@iuilsInstagramaccounthas16followersandtheyfollow8accounts.Theaccounthas26postsconsistingofIUsceneryandfacultyspotlightswithnoengagementamongitsfollowers.Achallengeisnothavingmuchoriginalvisualcontenttopostonaregularbasis.

Currently,ILSisactiveorownsaccountsonsixsocialmediachannels;Facebook,Twitter,LinkedIn,Pinterest,Instagramandastudentrunblog.Thechannelsrangefromactivetodorminantinthisorder-

Facebook: TheILSFacebookaccounthasalargeaudience,1668followers,withover1400ofthesefollowersloggingontoFacebookweekly.Theprevious15postshavehadtheirreachrangefrom89-1280people.58%ofthefollowersarewomenand42%women.Breakingdownthethesedemographicsevenmore,thethreelarg-estagegroupsare25-34(39%),35-44(20%)and18-24(17%),makingup76%ofallILSFacebookfans(2).Newcontent(links,newsstoriesandcampusannouncements)ispostedroughlyonceaday.Thereisasmallamountofengagement,butnothingsubstantial,mostlyfromotherIUdepartments.

of students reported using social media to research schools68%

of students reported being influenced by school’s social media engagement48%

(1)Nielson

of people value and believe earned media of traditional media.92%

6 ILS Social Media Strategy 7 ILS Social Media Strategy(2)StatspulledfromFacebookAnalysticsandInsights (1)ILSWebsite

SWOT AnalysisSTRENGTHS WEAKNESSESFacebook,Twitter,LinkedInandPinterestallhavelargerfollowings.Staffthataresocialmediausersandsimilartotargetaudiences.AccesstoanalyticaltoolsDiversesetofsocialmediachannels.Instantcredibilityandrespectbecauseofproduct.Reputableproductthatishighlyranked.Influentialindustrypersonasatourfinger-tips.Productalreadygivessenseofcommunityidentification

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LittletonovisibilityforInstagramandBlog.Littletonoengagementandcommunicationbetweenfollowersandsocialnetworks.LackofvideoandYoutubepresence.LackofcontentthatpromotesconverstationandengagementUnfamiliaritywithLinkedInandPinterest.Socialmediapagesranbymultiplepeoplewithdifferentagendas.Smallbudgetandlittletime.Brandimagediminshedbynegativereactionstomerger.

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OPPORTUNITIES THREATSLargeaudiencesreadytobeused. OtherdepartmentsSNSpresence.

Targetaudiencescanbefoundonspecificchannels(women-Pinterest,alumni-LinkedIn,students-Twitter,alldemos-Facebook).Competitorsseemtobefallingbehindwiththeirsocialmedia.Opportunitytore-engagealumniintothedepartment.ImproveimageofthedepartmentandthedepartmentbyshowingthatILShaspowerwithingSoiC.Showcaseourstudentsandalumni.Improvevisabilityandcredibilitybyhavingalumni,students,andprospectivestudentsengage.Generateengagementfromstudentstoreceivevaluableinputonthedepartment.

NewemergingonlineeducationalprogramsOtherprogramswithmoreresourcesdevoutedtowardssocialmediamarketingSocialmedianetworksatanevolvingspecies,getbehindcurve.NegativePRfromfollowersengagements.Mergercouldfuelnegativeengagementfromalumniandstu-dentswhohaveshowndissatisfactionpreviouslyUsingsocialmediainanunorganizedorthoughtwaycouldhurtreputationandadmissionnumbers.

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Listen

“The degree is expensive and the market is saturated. Is the ILS degree worth the debt, time and effort?

“What does the merger mean for ILS? How does IU’s ILS department compare to similar university’s?

“Where are you graduates now? Can I speak to them, current students and pro-fessors?

“We want to experiment with social media as a means of attracting new students to the department

-consumers

-consumers

-consumers

-department

Pinterest: TheILSPinteresthas335followersandover100posts.TheboardwasutilizedverysimilartoILS’sInstagramaccount,withfacultyspotlights,butalsoincludedafairamountofarticleandinformationsharing.Thechannelusedtobeveryactive,buthasn’tbeenactivein10weeks.Previously,whenactive,theboardwasrunbyaformermemberoftheILSstaff,andsinceherdeparture,thePinterestboardhasbeenunused.

LinkedIn: ThereisaprofessionalLinkedIngroup.Itoriginallyservedaswaytoconnectalumnibacktothedepartment,butafteranintialpost,therewasnoengagement,sothegroupwasshelvedduetounfamiliaritywiththeplatform.Cur-rently,thegrouphas81members.AswiththeTwitteraccount,thereisaseperateLinkedInaccountfortheDataScienceprogram.

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Goals and StategiesWhilesocialmediacanprovideameanstoachievemanyproblems,theILSdepartment’sprimaryendgoalisto help the department increase the number of applica-tions.Thisisaverybroadandobviousgoal.Toachievethisgoal,thedepartmentwillneedtobreakitdownintosmaller,moreobtainablegoals.

Twosmallergoalsinclude: 1.Increasebrandimage,value,transparencyandreputation

2.Createacommunityofalumni,currentstudentsandprospective studentsonsocialmediawheretheycaninteract,contributeandengage

Astalkedaboutintheexecutivesummary,thekeytosocialmediasuccessisearnedmedia.Bybuildingandimplementingtacticsthatkeeptheprevioustwogoalsattheforefrontofplansofactionandhavemeasurablegoals,theywillworkcohesivelytobuildourbrandarmyandearnusvaluableearnedmedia,helpingushitoutlargegoalofincreasingthenumberofapplicantsintoILS.

Target AudiencesWhendeterminingtargetmarketpersonas,wehavetoconsiderthreefactors: •Relevance-Peoplewhohaveaneedfortheproduct

•Constraints-Peoplewhodonothavehurdlesacquiringtheproduct,likelackof moneyandnopreviouseducation

•Interest-Peoplewhoareinterestedinlearningabouttheproduct

Ouroptimal audiencewouldbepeoplewhomeetallthreecriteria.However,Ibelievethiswouldlimitourreach,andthatweshouldalsogoaftersecondary optimal target audiences,whomeettwoofthethreefactors.SeethegraphonthenextpagetovisualizethetargetaudiencesforILS. Family-Thisdemographichasnoconstraintsandhighinterestintheourproductduetotheirchildrenbeingstudents,butthedegreeitselfisnotrevevanttothem.Thisdemographicisolder,wealthier,andlesstechnologysaavy.Thetargethereisspecificallymothers,sofemalewouldbeourtargetdemographicaswell.

Relevance

No Constraints

Interest ALUMNI

PROSPECTIVESTUDENTS

CURRENTSTUDENTS

FAMILY

Alumni-Thisdemographichitsthesametwofactorsasthefamilydemographic.Theyhavenoconstraints,astheyalreadyaquiredourdegree,highinterestduetobeinganalumni,buttheydonotneedourdegreebecausetheyalreadyhaveit.Thisdemographicisstretchesfrom25-50,highlyeducated,wealthy,moretechnologysaavythanthefamilypersona.

Prospective Students-Thisdemographichashighinterestinourdegreeandneedadegree,butdonothavemoneytoacquireourproduct.Thisdemographicismuchyoung(18-25),havelittlemoney,technologysaavyandholdabachelor’sdegree.

Current Students-Thisdemographicmeetsallthreeofourtargetfactors.Theyarealreadyintheprogram(meaningnocontraintsfromholdingthemback),haveahighinterestandthedegreeisveryrelevanttothem.Theyare21-25,havelittlemoneyandtime,technologysaavy,andholdabachelor’sdegree.StudentsinMLSandMISaregenerallyfemalewhileMSDSstudentsaregenerallymaleandIndian.

Implementation by ChannelWithourbroadgoalsandstrategieslaidout,andbylookingatourtargetaudience’sdemographics,wecancreatetacticstoimplementontargetedchannelsthatourtar-getedpersonashangouton.Whencreatingourtactics,onethingtokeepinmindisthatouraudiencesarechoosingtointeractwithoursocialmediaaccounts.Putyour-selfinourtargetaudience’sshoes,andthinkaboutwhatyouwouldwanttogetouroftheILSsocialmediaaccounts.Thiswillhelpuscreateauthentic,useful,targetedandsuccessfulsocialmediatactics.


Alumni, Current Students, Family, Prospective StudentsTARGET AUDIENCES: KEY DEMOS: 71% all adult Internet users//58% total adult population

TARGET AUDIENCES: KEY DEMOS: 23% of adult internet users//19% total adult population

FACE

BOOK

TWIT

TER

% all internet usersMaleFemale18-2930-4950-6465+

66%76%

84%

45%

79%60%

•93% of users connected to extended family•87% of users connected to past colleagues• The United States (14%) and India (9%) make up the top two nationality demo graphicsfor Facebook•48% of prospective college students were influenced by department’s engagement•65% more engagement when using visuals

Pew Research Center Internet Project 2014

TACTICS•Change policy on website to have general questions to Facebook account. This will increase visibility of problems, increase engagement, increase transparency, and decrease the over number of questions submitted.

•Increase visual content by creating short videos or image stories with the themes of ‘ILS at IU’ and ‘Where will ILS take you?’.

•Continue to find articles that show our reputable place in academia and articles that pose questions, and finish them off with a call to action.

•Create a challenge for alumni to upload a video, picture, story, etc of where they are now and what their degree has helped them achieve. Incentivize the challenge by awarding whoever has the best or most creative post a prize (iPad/fellowship name). This will help visibility for the value of the degree for incoming students, promote interaction, and makes our degree for credible. See LinkedIn for more.

•Cross promote other social media channels and enhance SEO

•Mix in small amount of paid ads to boost pace of earned media.

www.mdgadvertising.com/blog/its-all-about-the-images-infographic

Prospective Students, Current Students, Alumni

% all internet usersMaleFemale18-2930-49College+$50-75k$75k+


24%21%

37%

27%

25%30%

27%

TACTICS

•Fast growing demographic is College+ and 30-49•Twitter recently overtook Linkedin as #1 social media site for businessmen• Higher income brackets use Twitter more than lower income brackets•Tweets with #hashtags and less than 100 characters are 2x likely to be retweeted

www.digitalinformationworld.com/2014/10/social-media-user-demographics-linkedin-tumblr-facebook-and-more-infographic

•Change policy on website to have general questions to Twitter account. This will increase visibility of problems, increase engagement, increase transparency, and decrease the over number of questions submitted.

•Create a series of hashtags like #ILSMatters to create a centralized theme and a meeting point for students to discover.

•Find thought leaders through competitor’s followers. Then retweet and interact with key industry leaders to build our reputation and provoke engagement.

•Interact and comment with our student base to show that we’re listening

•Utilize the ‘List’ feature to create industry leaders, students, teachers, departments, etc. lists. This will allow for quick and targeted insight, instead of looking at a cluttered and general newsfeed.

•Investigate #CRITLIB community to cement ourselves as industry leaders.

MEASURABLE GOALS•Push 10% of email questions in Spring 2016 to Facebook•Respond to these questions within 5 busines hours (checking twice a day)•Increase comments and shares by 100% (18/week to 36/week)•Create at least two original creative content posts every month•Generate 10 original alumni posts from challenge campaign

MEASURABLE GOALS•Push 5% of email questions in Spring 2016 to Twitter•Respond to these questions within 5 business hours (check twice a day)•Post every day, with a 50/50 mix of curated and original content•Respond to 10 tweets every day, from interested students to industry leaders•Increase followers from 192 to 500 before Spring 2016 begins•Increase mentions by 5 every month to a goal of 50 per month by Spring 2016



LINK

EDIN Alumni, Current Students

% all internet usersMaleFemale18-2930-4950-65College+$75k+UrbanPew Research Center Internet Project 2014

28%27%

23%

50%

31%30%

44%

TACTICS

•22% of people 18+ have used LinkedIn, making it 2nd only to Facebook•Job orientated social network, with much higher usage among college educated•Only social network with higher penetration for 50-65 than 18-29•Tweets with #hashtags and less than 100 characters are 2x likely to be retweeted

http://www.businessinsider.com/linkedin-as-a-marketing-and-brand-platform

•Seek out, and invite alumni to join our ILS group.

•Follow industry leaders and thought provoking articles and post curated content to enhance engagement with alumni, while also making them visible for current students to see, giving them a resource and networks to help find jobs.

•Create a marketing campaign and promote this to alumni base of creating “What ILS has helped me achieve” creative visual campaign. incentivize by offering to name fellowship or an iPad to the best entry. See Facebook for more.

•Gauge interest in our alumni through our group in hosting a webinar or Q&A session for our current students, or to be placed on our website for prospectives.

•Nurture and keep page updated to promote how big and successful the ILS networking factor is to increase value of our degree to prospective students.

•Overall, LinkedIn can re-engage alumni, help current students network with career professionals who have ILS connections, and show prospective students the direct impact an ILS degree has had with real examples of ILS graduates.

32%

MEASURABLE GOALS•Increase alumni group from 81 to 200 before Spring 2016•Post 3 updates every week and generate engagement•Transfer 10 of our alumni connections to Facebook for campaign posts.


PINT

ERES

T Current Students (MLS only), Family (Moms)

% all internet usersMaleFemale18-2930-49College+$75k+Suburb


13%42%

34%

34%

28%32%

29%

TACTICS

•Fastest growing social media channel, growing 40% from 2013-2014•Grew 651% from 2011-2014•Popular among moms and people who enjoy DIY activities•Three highest type posts are about food, fashion and design•71% of users are women

http://www.businessinsider.com/pinterest-as-a-brand-platform-2014-11

•Seek out and follow/engage Pinterest industry leaders in Information and Library Science to be able to curate artistic and design friendly content.

•Create 2 different boards. One for industry leading articles and though insight, and another for general student life.

•Nurture and update Pinterest to engage audience that finds us, so we do not have an empty page.

•Keep the page visual orientated, and showcase students and alumni using slide share to create actual stories. Use #hashtags to widen reach of these posts.

•Utilize keywords and phrases to enhance SEO

MEASURABLE GOALS•Pin on the board at three times a week.•Post at least one student profile every month.•Increase links by 20%



INST

AGRA

M Alumni, Current Students

% all internet usersMaleFemale18-29College>$30k$75k+Urban


22%29%

53%

26%

31%28%

28%

TACTICS

•Grew from 17% to 26% of all adult internet users from 2013-2014•Instagram beat out all other social networks in terms of presige among teens•2nd highest frequency usage with over 50% of users logging on daily•Posts with #hashtags are 2x as likely to be engagement with

http://www.businessinsider.com/2014-social-media-demographics-update-2014-9

•Post at least four images a week and attempt to keep a singular aesthetic theme.

•Post on #hashtag trends to reach new viewers and to give a schedule of posting. For example, #tbt for the history of ILS/SLIS, #womenintech for Wednesdays.

•Create photo spotlights on professors, students and staff in the department to increase credility and to increase the feeling of community in the department and post at least one a month

•Seek out, follow and engage with industry leaders, students and thought leaders on Instagram

•Optimize accounts description so it is one of the first accounts to appear when searched

•In tandem with Facebook/LinkedIn/Blog campaign to re-engage alumni and students to produce visability for prospective students and to boost value of degree, have alumni and student Instagram take overs.

MEASURABLE GOALS•Average 4 posts a week every from July 1 to Dec 31 and 2 engagements per post.•Utilize at least 2 hashtags a week and 1 person spotlight a month.•Increase followers from 18 to 300 by Dec 31.•Have 3 Instagram take-overs before our evaluation period ends.

TARGET AUDIENCES: KEY REASONS WHY BLOGGING WORKS:

STUD

ENT

BLOG

Prospective and Current Students

TACTICS

•Blog posts give the department a sense of ‘somebody like me’. More people believe product recommendations from regular people or someone like more more than anyone else besides industry leaders.•Creates transparency within the department, and giving students ability to talk about themselves creates a story, which keeps attention more than regular news.•Position ourselves as an industry leader in Library and Information Science, while also building relationships with the study body by the credibility and transparency the blog brings.

http://blog.wishpond.com/post/47804902390/4-reasons-why-blogging-is-important-for-your-business

•Tweak style of blog. Instead of it only serving the purpose of getting out news, give it personality. For example, if Beth is writing about how they’re taking away a specific study lounge, at the end have her write about where her favorite places to study was when she was a student.

•Have a specific blogger who contributes at least twice a month, but also have rotating special guest bloggers. We could have alumni, current students or even faculty and staff members to write a post from time to time. This will increase the overall number and frequence of posts, allow different perspectives of events, and cut down on the workload of Beth.

•Include at least one visual in every blog post. This could be a GIF, image, video, etc. Experiment with storify to see if that platform would be a good place to create visual blogs.

•End blog posts with a call to action to promote engagement and conversation

•Utilize keywords and phrases to enhance SEO.

MEASURABLE GOALS•Increase blog posts to once a week (4 month).•Have 2 current students or alumni volunteer to write blog posts.•Generate some sort of engagement, whether that be linking the blog or comments.


Monitoring, Evaluation & Tuning

Fornowweshouldfocusoursocialmediaeffortsonthese6channels.TherearetwootherchannelsIthinkareworthexploring.

•Reddit-IbelieveRedditwouldbeaperfectplacetohaveanAMAforourincomingorprospectivestudents.WecanadvertiseourAMAonothernetworksandseeifthereisenoughsupportofthisideatoscheduleone.OtheruniversitieshavebeenbeenpromotingsimilarQandAsessions.Thiswouldboostourtransparencyandcredibilitytostudents,aswellasgetthemengaging.

•Snapchat - AsofJan2015,22%ofall16-24yearoldsusedSnapchateveryday,and43%ofthisagebrackethadanaccount.Snapchatisawaytogiveafeelingofbelongingandtoincludeeveryone.Italsoletsuserssendinallofthecontent,buildingourreputationandtransparency.Fornow,IrecommendexploringSnapchatandthefeaturesitoffers,anddecidingaplanforituponourfirstsocialmediaevalua-tion.

Foroursocialmediamonitoring,wewilluseanumberoftools.Someofthesetoolswillbeusedtoaggregateinformationfromthewebandsocialmedia,whileotherswillbeusedformoreanalyticalpurposes.

•Social Mention/Twitrratr-Thesetoolswilltellthethesentimentofwhatpeople aresayingaboutthedepartment •MentionMapp -ThistoolwilltelluswhichTwitterfollowersweengagewiththe most. •Hootsuite -SoiCalreadyhasaHootsuitesubscription.Fornocosttous,we canutilizethistooltopullallofouraccountstogetherononescreen,easily searchoutkeywords,schedulepostsonmultipleplatforms,andmore. •Google Alerts-ThistoolwillallowustosetkeywordsinGoogleNews,sowe canhaveaccesstorelevantarticlesthatmentionourschoolorourfield directly. •Google Analytics-Thistoolwillhelpustrackthedemographicsofourwebsite, andmoreimportantly,wherethetraffictoourwebsiteiscomingfrom.Thiswill bekeyisseeingifoursocialmediatacticsareworkingtoconvertingthese engagementstoactuallygoingtoourwebsiteandapplying. •Facebook/Twitter Analytics-Thesetwoanalyticaltoolswillbeabletohelpus seewhatourreach,engagement,clicksandmoreare.Theywillalsoletus knowthedemographicsofourfollowers.

WewillusethesetoolstomonitorourKPIs.SomeofourKPIswillbebasicmeasure-mentslikesentiment, reach, page visits and repeat visits. Someofourothermeasure-mentswillneedtobecalculated.Thesetwoinclude-

Share of Audience =ILSmentions/totallibrarysciencementions.

Audience Engagement=(shares+comments+likes+mentions)/totalreach

Ofcoursesomeofourmonitoringwillbeeducatedexperimentstoseewhatworksandwhatdoesnnot.Forexample,Ihavestartedtopostattimesthatsocialmediastatisticsandoursocialmediametricssaythatthelargestaudienceisloggedon.Wecanmonitortothistoseewhattimes,andwhattypesofcontentprovidesthemostengagmentorreach.

Anadditionaltaskthatcomeswithmonitoringissimplylistening.Bykeepingawatchfuleyeonoursocialmediaaccounts,andalwaysactivelymonitoringthefeeds,wecansalvagenegativesentimentpostcrisismomentsandstayontopofsocialmediatrends.

ThemajorityofgoalsandstrategiessetinthisreporthaveendgoalsthatshouldbeevaluatedforsuccessattheendoftheFall2015semester.However,duringthesemesteritself,wewillcontinuouslymonitorthestrategyinordertomakesmalladjustmentsandtweaksaswelearnwhatouraudiencerepondstoandissaying.

AttheendoftheFall2015semester,wecanlookatoursocialmediagoalsandbenchmarkstoseeifwehaveaccomplishedwhatwesetouttodo.Atthistime,weshouldhavelearnedalotfromtheprevioussemester’sstrategy,andwillbeabletocreateanevenbetterstrategyforthefollowingsemesterbasedonwhatdidanddidnotworkthepreviousone,withanoverallstructuresimilartopreviousstrategies.

BudgetIenvisionthisfirstcampaignasanexploratorystrategythatwillbuildouraudienceandteachuswhatworksandwhatdoesn’twithengagment/socialmedia.Withthatinmind,oncealargeaudienceiscreated,ourbudgetwillneedtobere-evaluatedandincreased.Asouraudiencesgrowandwehavecultivatedacommunity,itwillneedconstantattentiontokeepitworkingtowardsourgoals.IrecommendafulltimesocialmediaandcommunitymanagerforILSafterwecompleteouroriginalcampaigntohelporganizeandmanageramuchlargersecondcampaign.Theneedforthisextrapositionisreinforcedwiththerecentnewsofdatasciencewebpages


Return on Investment

$3,326

Forthecurrentbenchmarks,wecanestimateaballparkbudgetthatwillbeneededtomeetourgoals.Belowisabreakdownofthatbudget.

Time: 1.5hourperday*5daysperweek*4per month=$14.43*5=$109*4=$436

Paid Ads:$5perday*5daysperweek*4permonth=$100

Social Media Listening Tool:(permonth)=$10

Award Plaque Creation: (onetimeexpense)=$50

Ifwehaveaconcertedefforttoimplementourtactics,weshouldbeabletoseeourreturnoninvestmentovertime.Thismaynotbeadirectincreaseinadmission,astherearemanyotherthingsthateffectthatoutcome,thereforwecan’tbaseoutsuc-cessonanincreaseinapplicationsalone.

Wecanhowever,watchouronlinecommunitygrowandconsequently,ourbrandimagegrow.Byusingamixtureofthequalitiativeandquantitativemeasureswehavesetforourtactics,wewillseeapostiveimpactonline.Byusingsocialmediamonitoringtoolstolistentowhatouraudienceissayingaboutourcontent,wewillbeabletomonitortheimpactithas.Outsideoftheseabstractreturns,Ibelievebytheendofourbenchmarkwewillbeabletoseetwodirectreturnonourinvestments-

•Avibrant,engagedcommunitythatreflectstheILSdepartment’soverallvaluesinapublicallyaccessablespace,thatdirectlybenefitsalumni,currentand prospectivestudents.

•Alargeincreaseoftraffictoourwebsitefromoursocialmediaaccounts.

Thesetworeturnswillbevaluableinbuildingafoundationforourfuturesocialmediagoalsandadvertising,aswellasshowcasingtheimpactsocialmediacanhaveonbrandimageandinterestinourdepartment.

holding4ofthetop10mostviewedpagesofanySoiCsite,withoneofthosespotsbeing#1.

Monthly Expenses = $546Total Expenses = $3,326

ILS Social Media Report

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