Social Media. College of Architecture, Planning & Landscape Architecture

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1 Social Media College of Architecture, Planning & Landscape Architecture

2 Why Measure our Social Media Platforms? By maintaining a record of interaction on our Facebook and Twitter accounts, we can observe the level of success of our communication campaigns. 2

3 Why is Social Media Important? 72% of all internet users are now active on social media 98% of universities report using social media year olds have an 89% usage Fastest growing platform in the year range is Instagram Fastest growing social media platform is Twitter Time spent on social media per hour: 16 minutes 71% of users access social media from a mobile device Facebook: 1.1 billion users (152 million in US) Twitter: over a half billion users (48 million in US) 73% of students have joined a social media network, 55% have uploaded photos, 83% have watched video clips 3

4 How can Social Media help recruit and engage students? Sharing information about our programs by broadcasting news and events, videos of research and projects Showcasing student and college work, videos, audio, photo sharing Connecting people by creating a dialogue, involving students in events and allowing prospective students to meet online Social Media will provide an opportunity to create live, upto-the-minute notices of commencement programs, homecoming events, class reunions, and live chat sessions Prospective Students are looking for career info, workshops, choosing a major, opportunities to network with other students, admissions info, conversations with professors and other students In simple terms, social media equals people having conversations online. It s how people engage, participate, and share their lives. 4

5 Figure 1. The number of people who have seen any content associated with the CAPLA Facebook page. Reach has increased by nearly 6000 people in 8 months. Consistent postings, attention to timing, and the link to the UA network (240,000), UA Alumni (36,000) has increased our reach significantly. Reach for April is at 10,499 to date; An increase of 84.9% this past week. 5

6 Figure 2. The total number of people who have liked the CAPLA Facebook page. 6

7 Figure 3. The number of people who engaged with the CAPLA Facebook page each month. Engagement includes any click or story created from the posts. 7

8 Figure 4. The percent of CAPLA and US users by age and gender that engaged with Facebook. We are increasing in the external age category in both men (+ 27%) and women (+56%) categories over February. 8

9 Figure 5. The percent of Facebook users engaging by day of the week. 9

10 Figure 6. UA Social Media Platforms Platform % growth Facebook 181, , Linkedin Education 103, , Twitter 101, , Linkedin Business 17,189 23, Instagram 4,548 11, Youtube 6,940 9, Google+ 1,329 2, Pinterest 1,236 1, Tumblr Snapchat 0 3,118 3,118 Annual Growth for the UA main accounts 10

11 Figure 7. CAPLA Social Media Platforms Platform % growth Facebook 859 1, Linkedin Education Twitter Linkedin Business Instagram Youtube Google Pinterest Tumblr Snapchat Annual Growth for CAPLA Accounts 11

12 Figure 8. Twitter Engagement since November

13 Figure 9. Twitter Related Media Inquiries since November

14 Top CAPLA posts/tweets for recent one week period Be a Wildcat. Be SBE Degree Will Soon be pic.twitter.com/thtn08q2nr reached 8083 users The election has taken place and the Graduate Planning Society Board members are. - reached 673 users UA Grad Slam is a Grand Success reached 597 users 14

15 Top Cities reached Tucson 55% Tehran 14% Phoenix 11% Hermosillo 4% Cairo 4% Los Angeles 3% 15

16 What Our Social Media Users Say They Want Engaging, useful, original content Images and Videos Conversations, not broadcast More friendship, less business 16

17 What Our Social Media Users Do Not Want Your calendar Re-circulating links and memos Contests Ads 17

18 The Reality Useful, helpful, original posts that are still unseen Photos and text work well Video works even better Tagging other pages Gratitude 18

19 Projects to Support Social Media and Communications Strategic Communications and Marketing Plan Partnership with UA News to produce a series of CAPLA videos and Dean Profile Article Manage multiple platforms through Hoot Suite, including Dean s accounts Support Media Relations through consistent postings (Twitter 178, Facebook 256 since November) Press releases (52 since November) Formation of Communications Committee to include internal and external participants Partnership with UA Admissions, Alumni, Communications and Marketing Link to Social Media and Themes 19

20 Projects to Support Social Media and Communications Participate in University Committees to ensure exposure to campus community Branding, Social Media, UA News, Communications, Marketing Support Dean s Advisory Council through development of talking points and sample letters Consistent (Mail Chimp), newsletters (29), social media, feature articles (16) about alumni & programs Focus on communicating to age group started Twitter (+267%) and will expand into Instagram, s to applicants Showcasing student and college work, videos, audio, photo sharing Continue Engagement with users on Friday, Saturday and Sunday and early in the day to grow effectiveness Institute on Place and Wellbeing, I-11, UA Downtown, Online degree program 20

21 Next Step - CAPLA Video Partnership with UA News Student Recruitment Mission Oriented High Visual, Low Reading Action Showcasing students, faculty work, alumni Prospective Students are looking for career info, job market information Themes: Leader in Environmental Research, Sonoran Desert, UA Downtown Message from Dean Rewarding careers 21

22 Goals to Improve Measurements Focus on age group metrics Create a consistency in account names to reinforce brand Increase awareness of events through existing Event Facebook page and new platforms Post news and CAPLA highlights to Twitter at least once a day One option to help spread the word is to deploy CAPLA faculty and staff to become fans to initiate the growth of our community. Another option is to have faculty and staff add the social media communities to their signatures and business cards. 22

23 Next Steps Build Your Own Network! Set up Facebook and Twitter accounts Chip out about a 15 minute period each day When individuals become fans of our sites, their friends see our organization highlighted on their page when they become a fan and it s also viewable in their news feeds. CAPLA faculty and staff should become fans to initiate the growth of our community. Faculty and staff can add the social media communities to their signatures and business cards when reordering. 23

24 Social Media 24

25 Facebook and Twitter Facebook is still the largest: But the predictions are that by 2016 Twitter and Google+ will surpass Facebook on social sharing 1.15 billion Facebook users with a 23% increase this year (152 million in US) One million web pages are accessed using the Login with Facebook feature 70% of marketers used Facebook to gain new customers Though Facebook continues to add users, U.S. members are becoming less active. Between 2009 and 2014, messaging friends declined 12%, searching for new contacts fell 17% and joining a group of Facebook users dropped 19% in the U.S. Twitter is now the fastest growing platform: 34% of marketers use Twitter to successfully generate leads Twitter is the fastest growing network with a 44% growth this past year The growth of smart phone adoption is highly correlated to the growth of Twitter usage. There are now over 550 billion registered users (48 million in US) with 400% growth in Twitter usage by year olds Used by media outlets 25

26 Others to Consider Tumblr Works well with LinkedIn Growing quickly among teens Works well with personal branding Content can be displayed in different ways LinkedIn Pinterest Instagram Superb if you have great images Appeals to teens and young adults Uses hashtags Designed for short content 26

27 Facebook Pages Managed by CAPLA https://www.facebook.com/arizona.capla https://www.facebook.com/uasbe https://www.facebook.com/schooloflandsca pearchitectureandplanning https://www.facebook.com/houseenergydo ctor https://www.facebook.com/uofamarch https://www.facebook.com/sustainablecity Project https://www.facebook.com/janice.cervelli Piloting Hoot suite to manage accounts 27

28 Security Tips Hackers thrive on social networking sites. Choose your social network carefully Use privacy settings and keep up with changes Accept friend requests carefully Do not trust verify Type the address Assume everything you post is permanent Post only what you want the world to see Use multifactor logins verification wherever possible Social networking sites will not ask you for your password 28

29 Measurement Analytics provided by social media platforms Compare baseline numbers to UA Number of fans/likes and followers Number of retweets, shared posts Strong engagement/activeness Frequency of visits, posts and comments Quantity and quality of sentiment (e.g. positive input/reaction or negative reaction) Increased website traffic (from social media platforms) Only 1% right now. Sources of traffic: What social sites are fans coming from the most to get to the website? Customer satisfaction: How many monthly issues, questions, challenges? 29

30 Why should we use Social Media? To help achieve our strategic initiatives Creates communities, initiates twoway communications and student engagement. Social media allows us to reach a large target student audience Is inexpensive Compliments web and Students expect an online presence UA will be discussed online so we need to be a part of that discussion. 30

31 Thank you Need help on setting up an account, photos, videos? Contact Bill Davidson: ,

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