Part 1: Lets Talk Analytics... Social Media Driven Traffic

Recently there has been a lot of traffic going around regarding Analytics. I believe a big part of it, was Simtech's keynote presentation last month. So it got me thinking on what should I be reporting to our administrators.

One of my many duties includes reporting analytics. The most difficult part about this, is getting the necessary information from the stakeholders. For instance, I'm rarely made aware of any online advertising campaigns, and at times, I have issues getting information from various stakeholders to help me crunch the data.

Sure I can post the numbers, but they have no meaning. I realize this. Instead I try and focus on the results.

Last summer though, one of our departments had extra end of year money, and decided to take a flyer and do three ads in Facebook targeted to 3 different groups of people. They represented 3 of our best programs in the state that have significant room available for enrollments.

• Radio/TV Broadcasting
• Equine Studies
• Criminal Justice

We ran these ads for roughly a week. During that time period, the ads generated 200 visits to our site, produced a dozen admissions applications, and roughly two dozen inquiries for more information. I'd call that a fairly successful campaign.
While I consider the ads successful, it was a qualified success. Those who visited the pages we setup for those ads did not share those pages out via Facebook, Twitter, or any other means. So we weren't successful in getting those who saw the ad to show it to their friends and followers.

Lastly, the ads did not generate many new followers to our official Facebook Page. So again, it failed on this front.

So now, I have an example of one time ad campaign that was fairly successful. I have plenty of stats to show that our current current "plan" for social media isn't working

So now I have the problem, the information. Next up I need to formulate a solution. Here is how I plan on improving our Social Media platform.

1. Revitalize our campus' Twitter Account.
2. Include updates on our Facebook page (and Twitter account) that show where our recruiters are for the day, especially when travelling.).
3. Attempt to build conversations on our Facebook pages, not just announcements.
4. Propose a budgeted advertising campaign for Facebook targeted for specific programs, especially new programs, and programs unique to location. (For instance, Native American Studies, outdoor studies with our partnership to NOLS, equine Studies).
5. Include Sports updates. Our Rodeo team is among one of the best in the nation. Yet we rarely report on it. We routinely finish in the top 5 of the nation, and last year, had a national champion for bareback horse. 
6. This year, our basketball team will be posting timely recaps on their games. We need to get those out on our social media platforms as well to engage our followers and build team spirit for our teams.

What other suggestions would you make to improving our campus presence in social media environments?

Part 2 will focus on relationships with other entities.

Cya,
Paul

P.S. This post was edited to make it less controversial. I guess we all step over that line at some point...