The Digital Campus

The Digital Campus

Social Media Analytics for Your University

tape measurerThis week we had the pleasure to invite Patrick Powers for a webinar in the scope of our Digital Campus program. Patrick, a project manager at Mstoner, is an expert when it comes to social media analytics and how to tackle this complex task in higher education institutions.

For those of you who didn’t attend the webinar, we compiled a short list of what we think are the key takeaways from his presentation.

Clarify your goals. Before you invest any time in social media, make sure you know why you are doing it. Take a look at your institution’s goals and determine how social media is supporting them.

Identify key performance indicators. Only measure what makes sense. If your goal is to increase awareness, take a look at how many more likes you generate on Facebook for example.

Create short and clear reports. There is normally no need to provide your boss with a 20-page report loaded with numbers. Everyone’s time is limited and a clear one-pager will be much more effective. Make sure to include an analysis of the data. You can report on tons of numbers, but if you don’t analyze them, they have no value.

Know the tools. Google analytics, as well as most social media channels, offer great statistics. Facebook insights allow you to get tons of metrics and Twitter has just recently opened up access to their analytics (you might have to switch your location to the United States to get access).

Patrick Power’s presentation.

If you want to learn more, read this blog recap by Mallory Wood, or read Florencia Prada’s notes from CASE SMC 2013.

Picture courtesy by aussigal