BlueFuego Research for Social Media Summit
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The document summarizes research from Twitter and Facebook accounts of higher education institutions. It found that over half of Twitter accounts were not engaging in conversations with their followers, while growth rates of Facebook pages decreased significantly from April to May. The document analyzed averages for different types of accounts and their engagement rates, finding that general college accounts tended to perform best. It concluded that institutions should focus on offering valuable content to drive engagement rather than the platform or tactics used.
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BlueFuego Research for Social Media Summit
- 1. social media summit @bradjward from @bluefuego while at @aikcu for #smsummit at #psuweb09 :)
- 2. Twitter 60 day research of 400 institutional accounts Compilation of 650 institutional accounts
- 3. Twitter n=650 Private: 281 (43%) Public: 339 (52%) Community College: 30 (5%)
- 4. Twitter n=400, 60 day growth Following: 57.74% Followers: 70.58% 33.69% average growth in followers from Mar-Apr 27.59% average growth in followers from Apr-May 18% decrease in growth 2.4% decrease in updates
- 5. Twitter Averages for n=650 Following: 254 Followers: 471 Updates: 260
- 6. Framework
- 7. 54% OF TWITTER ACCOUNTS ARE NOT HAVING ANY @CONVERSATION WITH THEIR FOLLOWERS.
- 8. What type of account? Admissions 44 6.77% 10% 7% Athletics 47 7.2% 9% 18% Alumni 60 9.2% 7% PR/News 65 10% Specific College/ 120 18.5% Dept General 314 48.3% 48% 650 100% Admissions Alumni Athletics General Acct. Specific College/Dept PR/News
- 9. Averages by Type Type # of Following # of Followers # of Updates Type 1 174 478 381 Type 2 293 475 204 Type 3 158 336 129 Type 4 216 359 188 Type 5 484 663 291
- 10. Ranks by Categories # of Following # of Followers # of Updates #1 Type 5 Type 5 Type 1 #2 Type 2 Type 1 Type 5 #3 Type 4 Type 2 Type 2 #4 Type 1 Type 4 Type 4 #5 Type 3 Type 3 Type 3
- 11. If there is a type of account to avoid being, it’s a Type 3.
- 12. Type 5 accounts should be aspirational for you.
- 13. What about Conversation? Type 1 accounts (RSS) still have a place in the mix. People want your content.
- 14. Facebook 60 day research on 918 Facebook Fan Pages
- 15. Facebook
- 16. Facebook
- 17. Facebook Growth April Average Growth: 21.51% May Average Growth: 12.51% (43.5% decrease) Cumulative Growth: 36.27% Wall Posts decreased by 12.25% from April to May Fan comments increased 9.89% from April to May Comments per post increased 25.25% from April to May
- 18. BlueFuego Formula A: Likes/Post as a % of Fans B: Comments/Post as a % of Fans Total Engagement: (A+B)/# of Fans Example: If you have 1000 fans and get 10 comments on your post, you have 1% engagement. If you also got 90 likes on it, you have a 10% engagement.
- 19. BlueFuego Formula Likes Per Post in May: .225% engagement (up 4.23%) Comments Per Post in May: .071% (up 11.66%) Total Engagement in May: .296% of Fans
- 20. Wall Tab or Other? 58.4% of pages open to a tab other than the Wall. Pages that open to Wall averaged 57.63% growth. Pages that open to other tabs averaged 23.78% growth.
- 21. Key Takeaways It’s not your platform. It’s not how you do it, it’s what you offer. Open to the conversation.
- 22. @bradjward and @fjgaylor from @bluefuego HTTP://WWW.BLUEFUEGO.COM