DePaul University Digital PR Case Study
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This document summarizes DePaul University's social media presence and compares it to competitors. It finds that DePaul has a total of 20,578 social media posts but that spikes in volume are often related to sports events, not the university itself. It also notes several topics being discussed in DePaul's social media conversations and provides recommendations for how the university can better monitor and engage with students on message boards and blogs.
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DePaul University Digital PR Case Study
- 1. DePaul University PRAD 391 - Digital PR Professor Matthew Ragas November 15, 2011 Ashley Bowcott – ashleemorgann@aim.com Ben de la Chapelle – bendelachapelle@gmail.com Daniel Gertler – danielgertler@gmail.com Sherri Kiefner – sherrikiefner@gmail.com Kelsey Weeks – kjw92289@comcast.net
- 4. DePaul - Volume of Conversation Total # of Posts 20,578
- 5. DePaul Social Media Volume by Type
- 6. DePaul – Overall Sentiment
- 7. Summary of Social Media Influencers
- 9. DePaul - Volume of Conversation Total # of Posts 20,578
- 10. Clemson– Volume of Conversation Total # of Posts 170, 535
- 11. Share of Voice
- 13. Tracking Share of Voice October 9-October 16, 2011 October 16-October 23, 2011 October 23-October 30, 2011 October 30-November 6, 2011
Notas do Editor
- Dan
- Ashley
- Ashley We originally tried to use local competing schools, such as Roosevelt, but we needed to find names that were unique to colleges to eliminate unrelated topics named Roosevelt, etc.
- Ashley
- Ashley We found that even though Micromedia/Twitter is 81.5% of social media volume, the blogs and other were more influential
- Sherri Auto sentiment rated majority of sentiment as neutral. We agree with this the auto sentiment, as we were reading individual posts, we found it to be neutral as well. Micromedia/Twitter tended to be a lot of inside conversations that were hashtagged #DePaul or DePaul may have been part of a twitter handle because it had significance to individuals, but it wasn’t very useful information.
- Sherri Yahoo! News, Chicago Tribune, Chicago Sun-Times – Traditional Media, Occupy Chicago was primary subject matter DePaulia and Chicago Tribune – and Twitter had content related to #queerinjustice RevRunwisdom – of Run DMC, Spiritual Influence,Visited Campus and large social media following 2.7 million followers Campus Splash – Blog and Message Board with questions and answers regarding college admission and selection
- Sherri We had to really dig deep into the River of News to get to helpful information. But explored anything that sounded relevant to DePaul’s Brand image, or anything that might concern potential students or the general public’s attitude toward our brand
- Sherri Example, October 18 was a power outage in the DePaul area that threw the highest spike of the month due to Retweets with hashtags #DePaul and #LincolnPark
- Sherri Clemson had a large volume of conversation considering their enrollment is about 2/3 of DePaul’s. This gave a false sense of inequality, but when we opened a river of news at some of the spikes on this chart, we found that they were sport related. Since DePaul doesn’t have a football team, and so many twitter posts are regarding sports, it was hard to compare volume of conversation. Clemson 170,535 posts in 3 days. Weekly spikes, weekly games
- Dan The share of voice doesn’t give an accurate reflection of DePaul as a University, because of other factors
- Dan Primarily Clemson Football
- Dan Consistent over time
- Sherri – Campus Splash Dan – queer Injustice Ashley – CTA Security