2015 social media report

SOCIAL MEDIA REPORTING FOR JANUARY 1 – DECEMBER 31, 2015Bridgewater State University Alumni Relations and Advancement

2015 Social Media One Sheet

TwitterTweets in 2015: 1025Increase in Followers in 2015: 431

-Twitter helps demonstrate the number of alumni activities and showcases other benefits/events available to BSU alumni-Day of Giving, Homecoming, and Martin Richard statue received the most engagement-Continue heavy promotion of events -#Bridgewalum should continue being used in most tweets-More contest/giveaways to get/update alumni contact information

FacebookIncrease in page likes in 2015: 643Total page likes: 2111

-Highest engagement was on Homecoming, Martin Richards’s statue, and new president posts-Posts with photos receive more engagement than status, video, and link posts-Occasional social media contests increases visibility and likes-More posts about the alumni not just events for the alumni

InstagramFirst Post on September 3rd, 2015169 Followers

-Post more to keep engagement up-Run more Instagram contests -The pictures with the most engagement are pictures covering events/personal alumni stories-Find better way to promote Instagram page/get follower rate up

LinkedInIncrease in Members in 2015: 355Members as of 2/17/16: 3855

-Post LinkedIn page to other social media sites more often to increase visibility

Bit.ly-BSU in Boston and BSU in Florida had the highest click rate-Most people are clicking these links most from Email, LinkedIn, Alumni Website, Facebook, then Twitter

Email-Send less emails-Event invites and thank you emails have the highest open rate

SOCIAL MEDIA REPORTING FOR JANUARY 1 – DECEMBER 31, 2015Bridgewater State University Alumni Relations and AdvancementTwitter

Followers as of 1/1/15: 859Followers as of 1/1/16: 1290Increase in Followers in 2015: 431Increase in Followers in 2014: 463 Increase in Followers in 2013: 231

BSU Follows as of 1/1/15: 1287BSU Follows as of 1/1/16: 1816Increase in our Follows for 2015: 529Increase in our Follows for 2014: 504Increase in our Follows for 2013: 673

Tweets in 2015: 1025Tweets in 2014: 1179Tweets in 2013: 298Tweets prior to 2013: 24

Followers Following Tweets0

200

400

600

800

1000

1200

1400

1600

1800

2000

396

783

298

859

12871179

1290

1816

1025

Twitter Growth

2013 2014 2015

Notable Hashtags/Campaigns:-#BSUHomecoming2015 was very active (used by entire campus)-High Social Media profile at Homecoming and through the month of October leading up to the event. Gained 31 followers during that month. Much higher than last year.

SOCIAL MEDIA REPORTING FOR JANUARY 1 – DECEMBER 31, 2015Bridgewater State University Alumni Relations and Advancement-Day of Giving campaign heavily campaigned and gained a lot of engagement #DayofGiving-#bridgewalum used in most tweets and encouraged by others to use-Started Twitter contest in February to boost retweets/follows. Gained 22 followers.-Martin Richards Statue coverage had high retweets/favorites-New president start gained a lot of activity

Results/Benefits-Contest giveaways help us to get/update alumni contact information-Interactions by alum spark student interest. The students “live” on Twitter-Young alumni are better-reached on Twitter than through other platforms-Twitter allows us to “capture” seniors so that they are following our account before graduation-Twitter helps demonstrate the number of alumni activities, and showcases other benefits/events available to BSU alumni

Ideas for Future:-Better promotion and engagement about upcoming events-More contests

Facebook

Our demographics: 71% F 28% M

11%

38%

24%

16%

6%

3%

Age Demographics

Age 18-24 Age 25-34 Age 34-44 Age 45-54 Age 55-64 Age 65+


Very local followers:231 fans live in Boston area237 fans live in Brockton65 fans live in Bridgewater or E. BridgewaterApprox. 70 each from New Bedford and TauntonApprox. 45 each in Fall River and Worcester All other MA towns under 20 each

Non-MA pockets: 49 live in Providence, RI35 in New York City, NY

Likes as of 9/29/13: 1131Likes as of 1/8/14: 1217Likes as of 1/5/15: 1468Likes as of 2/1/16: 2111Increase in 2015: 643

Top Posts for Page Likes:

11.10-Homecoming and Family day album postedHeavy engagement

9.26 Martin Richards StatueHeavy engagement


Top 20 Posts by Engagement:

9.26 Martins Richard Ceremony statueReach 16.9K Likes 1.3K Shares 96 Clicks 1k Comments 64

6.17 Institute for Social Justice to be named for son of alumniReach 8.8 K Likes 250 Shares 36 Clicks 466 Comments 16

9.09 President Fred Clark has a special personal Thank YouReach 4.1K Likes 44 Shares 3 Clicks 62 Comments 0

5.30 Free BSU tuition for eligible full-time transfers Reach 3.9K Likes 55 Shares 29 Clicks 248 Comments 6

10.24 6 Hall of Fame Inductees Congratulations postReach 3.1 K Likes 43 Shares 1 Clicks 221 Comments 3

7.28 Congrats to the Inductees Reach 2.7K Likes 20 Shares 3 Clicks 279 Comments 2

5.16 Pres Dana Mohler-Faria final commencement videoReach 2.4K Likes 84 Shares 5 Clicks 311 Comments 6

9.26 Special Performance of “Martins Song”Reach 2.2K Likes 23 Shares 3 Clicks 177 Comments 1

9.17 TBT picture from UniversityReach 2.2K Likes 52 Shares 0 Clicks 634 Comments 10

9.26 Live Feed of Martin Richards Statue UnveilingReach 2.1K Likes 34 Shares 6 Clicks 115 Comments 2

11.19 Veterans Center OpensReach 2.1 K Likes 53 Shares 3 Clicks 146 Comments 2

11.10 Homecoming 2015 AlbumReach 2.1 K Likes 44 Shares 4 Clicks 16.2K Comments 5

7.15 One of our Bridgewater Alum will be running in the Law EnforcementReach 2K Likes 87 Shares 3 Clicks 104 Comments 6

9.21 BSU Grads earning higher than the U.S. averageReach 2K Likes 43 Shares 2 Clicks 124 Comments 2


9.26 More Martin Richards Ceremony PicturesReach 1.8K Likes 62 Shares 0 Clicks 284 Comments 1

7.24 Alumni invited to Inauguration Reach 1.7K Likes 67 Shares 7 Clicks 73 Comments 1

7.09 TBT picture of when class began at State College at BSUReach 1.7K Likes 48 Shares 4 Clicks 189 Comments 5

9.09 Ann Ulett ’92 gave in support of #BSUbdayReach 1.6K Likes 160 Shares 5 Clicks 349 Comments 21

11.13 Mike Cox ’91 Shares post BSU experience and adviceReach 1.5 K Likes 45 Shares 4 Clicks 122 Comments 8

9.26 Special performance of “Martins Song”Reach 728 Likes 34 Shares 2 Clicks 177 Comments


AD Campaigns

BSU Homecoming October 14th-20th

BSU in Boston October 14th-October 30th

Ideas for Future-Continue to use better graphics for larger campaigns/ include graphics in most posts -Having a few social media-designated individuals for Homecoming was a huge hit and gave high visibility-Continue with occasional social media contests to increase visibility and likes-Continue to explore ways to increase integration with recent grads


Instagram

First Post on September 3rd, 2015

Followers as of 1/1/15: 0Followers as of 1/1/16: 169Increase in Followers in 2015: 169

BSU Follows as of 1/1/15: 0BSU Follows as of 1/1/16: 220Increase in our Follows for 2015: 220

Instagram’s prior to 2014: 0Instagram’s in 2015: 119

Total Comments Received: 24


Total Likes Received: 815

Top Hashtags:

Ideas for the Future-Post more to keep engagement up


-Run more Instagram contests -The pictures with the most engagement are pictures covering events/personal alumni stories-Find better way to promote Instagram page/get follower rate up

LinkedIn

Members as of 1/8/14: 2,955 Members as of 1/8/15: 3,500Members as of 2/17/16: 3855Increase in Members in 2015: 355

Stats from Bit.ly

Top clicks in 2015

10.14 BSU in Bostonhttp://bit.ly/bsuinboston 494 clicks – 430 Facebook 12 Twitter 1 LinkedIn

12.9 BSU in Florida 2016http://bit.ly/1NGfK57 346 clicks – 5 Facebook 3 Twitter

7.7 Funding the Futurehttp://bit.ly/BSU3milgift 337 clicks - 289 Facebook 6 Twitter

9.17 Homecoming Family Dayhttp://bit.ly/BSUHCFD14 280 clicks - 44 Facebook 7 Twitter 140 LinkedIn

http://bit.ly/BSUHCFD14

http://bit.ly/BSU3milgift

http://bit.ly/1NGfK57

http://bit.ly/bsuinboston


6.1 BSU Update Infohttp://bit.ly/1dapqpc 269 clicks - 140 Facebook 7 Twitter 140 Linkedin

4.23 Welcome to the New Websitehttp://bit.ly/1DhhoQN 244 clicks – 223 Website

11.13 BSU Alum Return to Inspirehttp://bit.ly/1N2llUI 223 clicks – 140 Facebook 12 Twitter 17 LinkedIn

9.11 Homecominghttp://bit.ly/bsuhomecoming15205 clicks – 166 Facebook 22 Twitter

Where are our clicks coming from? (Graph shows referrers from past 30 days)

Email Clients Linkedin Alumni.bridgew.eduFacebook Twitter

Email Overview

Emails sent in 2015: 138Approx average emails sent per month: 12

Email frequency per month:

Month Freq Month

Fq

Jan 3 Jul 11Feb 7 Aug 5Mar 21 Sept 10Apr 10 Oct 31May 13 Nov 5Jun 11 Dec 11

http://bit.ly/1N2llUI

http://bit.ly/1DhhoQN

http://bit.ly/1dapqpc


Emails sent in 2014: 123Approximate average emails sent per month: 8(According to proper email marketing statistics, this number is too high for prime engagement)Emails sent in 2013: 59

Newsletter open rate approx.: 20 % (gradually lowered from 21% in Jan to 17% in Dec)Industry rate approx.: 22% (mail chimp), 18% (constant contact)

Campaigns by Open Rate (%) – for referenceAll of the reminder emails and meeting notices have the highest open ratings, most in the 60-80 % rangeSurveys and event follow-ups also had a very high open rate of about 50-75 %Newsletters have consistently high click rates 3-5%

Top emails by % Open 43% CA 2015 Invite47% FY End Thank You41% Football Reunion Invite38% New Alumni Welcome30% Athletic Training Invite28% Cape Event26% Crimson Pride Teaser23% Sept Newsletter

Others Emails of InterestOR Category U-Clicks

23% Thanksgiving Card 59[Huge positive feedback]

22% Day of Giving 145/1%20% Year End Appeal 88/1%OR Category U-Clicks19% Fiscal End Appeal 46

[High unsubscribes- 56/1%]16% Giving Tuesday 63

[2% higher open rate than 2014]17% Homecoming Invite 137/1%

Top Emails by Unique Click Rate6% Web Launch 1286 5% New Alumni Welcome 783% Inauguration Invite 305

Comments and Suggestions for Future-Send less emails-Utilize editorial calendar to track and plan emails being sent, avoid overexposure and SPAM boxes-Event invites and thank you emails have the highest open rate -Continue exploring ways to encourage increase email address acquisition

2015 social media report

Documents