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Lecture 4: Analytics for Universities and Colleges – Social Media Series


In this lecture on social media for Universities and Higher Education we look at measurement, analytics, insights and other goodies as well as some College case-studies of high number of followers but low engagement and vice versa, plus subscribers vs engagement vs reach vs impressions. Don’t forget to download the Insights/Metrics CSVs!

TOPICS: What should you measure in Social Media as a University? Here are the top ones:

  1. Subscribers
  2. Engagement
  3. Reach
  4. Impressions
  5. Unsubscribes(unlikes)
  6. marketing intelligence (core audiences/target audiences)
  7. When they are online
  8. Storytypes (text vs video)
  9. Long tail (over time)
  10. pixel remarketing (website tags)

Analytics and Insights Resources for #HigherEd #EdTech #EduAu

  • For Twitter analytics go to Analytics.twitter.com
  • Facebook Insights are CURRENTLY on the left hand side of the Page. If not there in the future: try creator studio, business suite, business manager or similar.
  • Compare and contrast two Uni FB pages – Insights -> General -> Pages to Add Overview at the bottom
  • Linkedin Tag Manager is in Campaign manager.
  • Canva have a social media planner (create the content then go to the planner and select a date)
  • LinkedIn Company Page analytics

Social Media Marketing Strategy for University, College and HigherEd playlists:

COMMENTS: You can join me in the discussion on the Facebook Livestream, the YouTube LivestreamThe Twitter (Periscope) Livestream and the LinkedIn Livestream and I stream on my personal Facebook if you just want to follow me there. MONDAY 10:45 AM Sydney Time is Social Media NEWS and Thursdays 1pm Sydney time is the Social Media LECTURE series.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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