transatlantic university divide - final
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Web:www.sociagility.com|Email:hello@sociagility.com|Twitter:@sociagility|+44(0)2071936793
The Transatlantic University DivideHow the UK lags the USA in social media effectiveness
March 2012
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The Transatlantic University Divide
Contents
Introduction 3
Summaryandkeyfindings 4
Studyobjectivesandmethodology 5
Findingtheaudiencedosocialmediamatter? 6
PRINTcorrelateswithworldrankingsuccess 7
TheSociagilityTransatlanticUniversityRankings 8
ComparingUKandUSuniversityperformance 10
TheSociagilityUKUniversityRankings 11
ThehuntforsocialROI 18
Conclusion:coulddobetteriftried? 19
Appendices 21
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The Transatlantic University Divide
Introduction
TheUKhighereducationsectorisstillintheearlystagesofitsbiggesttransformationsincetheFurtherandHigherEducation
Actof1992abolishedthebinarydividebetweenpolytechnics
anduniversities.Changesinfunding,mostnotablytheswitchto
studentfee-paying,meanseventhemostvenerableinstitutions
arehavingtocompetemoreaggressivelyforsourcesofrevenue,
whilequotaslimitexpansioninstudentnumbers.
Thiscompetitionisespeciallyevidentintheracetoattractthe
verybestnationalAABstudents,whoremainexcludedfrom
theGovernmentquotasandforinternationalstudents,
especiallyfromtheemergingeconomies.Forsomeuniversities
thesestudentsprovideoneofthefewwaystogeneratethe
revenuenecessarytobalancethebooks.
Buthowshoulduniversitiesmarketthemselvestothese
potentialstudents?Websitesandprospectuses,emailsandopen
dayshavelongbecomethestapletechniques.Nowthereisanewareaoffocuswhichischangingthelandscapeforallbrand
communicationssocialmediasuchasTwitter,Facebookand
YouTube.Inresponse,mostuniversitiesarenowexperimenting
withtheseplatformsandothers.
Doesthisactuallymatterinthefightforreputation,recruitmentandrevenue?Ifso,canUKuniversitieslearnanylessonsfrom
theirUScounterparts,whohavelongexperienceofamature
studentfee-basedmodel,whohavebeenearlyadoptersofall
onlinemarketingtechniques,includingsocialmediaandwho
arefocalcompetitorsforinternationalstudents?
SociagilityuseditsPRINTsocialmediaperformance
measurementsystemtocompare50leadingUKandUS
universities,inordertocomparetherelativeeffectivenessof
institutionsinthetwomarketsandseewhat,ifany,lessons
couldbelearnedfromtheleaders.
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The Transatlantic University Divide
Summaryandkeyfindings
Inthebattleforthebeststudents,especiallyinternationalstudents,socialmediaandplatformsarecrucial.Researchfrom
theOfficeforNationalStatisticsshowsthatthe1624year-old
cohort,theso-calledGenerationZ,isthemostconnectedage
groupinhistoryandthatsocialnetworking(e.g.usingFacebook
orTwitter)istheirnumberonepre-occupationonline.Soitis
essentialthatuniversitiesprojecttheirbrandsonthese
platforms.
Thisfactseemstobewellrecognisedinprincipleonbothsides
oftheAtlanticbutinpracticetopUSuniversitiesseemtobe
muchbetteratactuallyengagingthantopUKones.
OurstudylookedattheperformanceofleadingUKandUS
universitiesinthe20112012TimesHigherEducationWorld
UniversityRankingsandcomparedthemwithscoresbasedon
ourproprietaryPRINTmeasurementsystem.Thismeasures
socialmediaperformanceacrossfivesocialattributesandonmultipleplatforms.
WefoundanalmostexactcorrelationbetweenPRINTscores
andtheWorldUniversityRankingsscores.Thisshouldbegood
newsforallthoseworkinginsideuniversitieswhoaretryingto
showtheircolleagueswhysocialmediamatters.
ButthereisbadnewsfortheUKstopuniversities.Comparing
thePRINTscoresofthetop25UKandtop25USuniversities,
wefoundthattheUSinstitutionsoutperformedtheirUKcounterpartsby77%.OnlytwoUKuniversitiesOxfordand
Sheffieldmadeitintothetopten,in7thand8thplace,
respectively.HarvardthehomeofFacebooktoppedthe
tableoverall.
Thescoresforthedifferentsocialattributeswhichmakeup
PRINTalsoshowedtheUSinstitutionswinningoutonallarea
exceptReceptiveness.HeretheUKscoresbestbutthisisthe
oneattributethatshowsnocorrelationtoWorldUniversity
Rankings.
ThePRINTsystemoffersanactionableframeworkwithin
whichtomeasuretheimpactofinvestmentinsocialmedia
strategiesandmakeinformeddecisions.
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The Transatlantic University Divide
Studyobjectivesandmethodology
Ourstudy,thefirstofitskindeverundertakenintheUK,hadthreeobjectives:
carryoutadirectcomparisonofthesocialmediaperformanceofthe50leadingUSandUKuniversities;
comparethegroupperformanceofUKuniversitiesagainsttheirUScounterparts;and
exploretheconnection,ifany,betweensocialmediaperformanceandrankingresults.
Theanalysiswascarriedoutontheprimarywebsitesandsocial
mediaprofilesofthetop25UKandtop25USuniversitiesas
judgedbythe20112012TimesHigherEducationWorldUniversity
RankingsinMarch2012,usingSociagilitysPRINT
methodology.
WhatisPRINT?
PRINTisanewmeasureofperformancewhichisemergingasa
potentialKPIformarketersandsocialmediastrategists.Itallows
abrandssocialmediaperformancetobedirectlycomparedto
focalcompetitorsandexpressedintheformofacomparative
score,thePRINTIndex.
ThePRINTIndexisasinglenumberwhichshowstheoverall
socialmediaprofileandperformanceforeachbrandinthis
analysis.
Itiscalculatedbasedonabrandsperformanceacrossmultiplechannels,includingTwitter,Facebook,YouTubeandtheweb.
Foreachchannel,fiveattributesareanalysed:Popularity;
Receptiveness;Interaction;NetworkreachandTrust.
InadditiontotheoverallPRINTIndexcomparativeperformance
scores,individualchannelandattributescoreswerealso
calculatedforeachuniversityusingthePRINTalgorithm,as
wellasaveragescoresforeachcountry.
PRINTkeyperformanceindicatorsareimportantfor
CMOs,financialandmarketingexecutives,socialstrategists,
communitymanagersandotherswhoneedmeaningful
multi-platformdataandinsight.
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The Transatlantic University Divide
Findingtheaudiencedosocialmediamatter?
Ifbeingcompetitiveinstudentrecruitmentmattersthenwhatmattersto1624year-oldsisalsoveryimportant.Online
engagementissecondnaturetothisgroupandsocial
networkingisthenumberoneactivity.
Clearlyallthetraditionalmethodsofmarketingtothisgroupare
stillimportantbutsocialmediacanprovideanopportunityto
createacompetitiveedge:
toallowprospectivestudentstoengageonamorepersonalandinformalbasis;
toseewhatthecampusexperienceisreallylike; tointerrogatecurrentandpaststudentsabout
teaching,accommodation,lifestyleandjobprospects.
Andforinternationalstudentswithlessopportunitytovisit,
theonlinerecruitmentexperienceiscrucialandsocialmedia
increasinglyimportant.
SocialnetworkingactivityintheUKbyagegroup(ONS,2011)
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The Transatlantic University Divide
PRINTcorrelateswithworldrankingsuccess
ThePRINTscoresshowremarkablyclosecorrelationwiththe20112012TimesHigherEducationWorldUniversityRanking
scores,bothoverallandthereputationindex,demonstrating
thatthesearenotchanceeffects.
TheoverallWorldUniversityRankingsscoresshowasignificantcorrelationwithPRINTIndexscoreswitha
99.9percentdegreeofconfidence.
Oftheattributescores,Popularity,NetworkreachandTrustcorrelationsarealsoallatthe
99.9percentlevelandInteractionata99per
centlevel.OnlyReceptivenessdoesnotfitthe
pattern,correlatingnegatively(althoughnot
significantlyenoughtowarrantfurther
investigation).
Ofthechannels,onlyTwittershowsnosignificantcorrelation.
CorrelationcoefficientsbetweenWorldUniversityRankings scoresandindividualPRINTscores
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The Transatlantic University Divide
TheSociagilityTransatlanticUniversityRankings
Takingtheleading25UKand25USuniversities,werankedthemallbasedontheirPRINTIndex,comparingthesocialmedia
performanceofeachinstitutiontothewholegroupaverage.US
universitiesdidmuchbetter.Withanaveragescoreof100,UK
universitiesasagroupscored72andUSuniversitiesscored127.
TheTop10
TheoverallpictureofUSsocialmediasuperiorityisevenmore
pronouncedamongstthetopten.
OnlytwoUKinstitutionsUniversityofOxfordandUniversityof
Sheffieldmadeitintothisgroup,otherwisedominatedbywell-
knownnamesfromtheUS.Anothermeasureofthedominance
oftheleadingUSgroupisthatthetopfiveallscoreddoubleor
morethanthejointgroupaverage,whiletheoverallleader,
Harvard,hadaPRINTIndexoffourtimestheaverage.
ItmustbeacknowledgedthatmanyoftheUSinstitutionsdominatingtherankingsareverylargeandverywellfunded
comparedtotheirUKcounterparts,andthatsheersizeand
volumeofactivitymayboostsomeindividualattributescores,
likePopularityandNetworkreach.Successbreedssuccess.
However,asUniversityofSheffielddemonstratesitispossibletoover-perform.Andwhilethismayhavenoimpactonranking
short-term,itmayhavedisproportionateimpactonrecruitment.
Rank University Country PRINTIndex
1 HarvardUniversity USA 401
2 UniversityofPennsylvania USA 247
3 MassachusettsInstituteofTechnology
USA 215
4 UniversityofMichigan USA 210
5 StanfordUniversity USA 198
6 UniversityofCalifornia,Berkeley
USA 173
7 UniversityofOxford UK 158
8 UniversityofSheffield UK 153
9 UniversityofWisconsin-Madison
USA 145
10 UniversityofTexasatAustin USA 143
Overallaverage 100
Thefulltop50appearsonthenextpage.
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The Transatlantic University Divide
TheTop50
Rank University PRINTIndex
1 HarvardUniversity 401
2 UniversityofPennsylvania 247
3 MassachusettsInstitute of Technology 215
4 UniversityofMichigan 210
5 StanfordUniversity 198
6 UniversityofCalifornia,Berkeley 173
7 UniversityofOxford 158
8 UniversityofSheffield 153
9 UniversityofWisconsin-Madison 145
10 UniversityofTexasatAustin 143
11 UniversityofCalifornia,LosAngeles 141
12 CarnegieMellonUniversity 125
YaleUniversity 125
UniversityofCambridge 125
15 DukeUniversity 112
16 UniversityofWashington 104
17 LancasterUniversity 98
18 UniversityofIllinoisatUrbanaChampaign 95
19 UniversityCollegeLondon 94
20 UniversityofNottingham 92
21 UniversityofEdinburgh 90
22 ColumbiaUniversity 81
JohnsHopkinsUniversity 81
24 CornellUniversity 80
25 UniversityofCalifornia,SanDiego 76
Rank University PRINTIndex
26 NorthwesternUniversity 75
27 PrincetonUniversity 74
28 DurhamUniversity 71
29 Birkbeck,UniversityofLondon 69
30 ImperialCollegeLondon 65
UniversityofEastAnglia 65
LondonSchoolofEconomics 65
33 UniversityofChicago 63
34 CaliforniaInstituteofTechnology 61
35 UniversityofSouthampton 60
36 UniversityofYork 59
37 QueenMary,UniversityofLondon 58
38 UniversityofManchester 57
UniversityofCalifornia,Davis 57
40 King'sCollegeLondon 56
UniversityofGlasgow 56
UniversityofSussex 56
43 UniversityofBirmingham 48
44 GeorgiaInstituteofTechnology 47
45 UniversityofStAndrews 46
NewcastleUniversity 46
47 UniversityofCalifornia, SantaBarbara 45
48 UniversityofBristol 37
49 UniversityofLeeds 33
50 RoyalHolloway,UniversityofLondon 32
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The Transatlantic University Divide
TheSociagilityUKUniversityRankings
ThetableoppositeshowsthePRINTIndexsocialmediascoresandrankingsforthetop25UKuniversities,selectedbasedon
their20112012TimesHigherEducationWorldUniversityRankings
position.Wehavenotconsultedwithanyoftheuniversitiesor
enquiredabouttheirsocialmediastrategies,levelsof
investmentorin-houseoragencyresources.Itisevidentfrom
thedatahoweverthatsuchdifferencesdefinitelyexist.Oneor
twouniversitiesarealreadyworld-classintermsofPRINT
performancebutmostfallwellbelowtheUS/UKaverage.
ThePRINTIndexscoresofthe25UKuniversitiesanalysed
broadlyfollowstheiroverallWorldUniversityRankingsscores
andthisunderlinesthecorrelationbetweenPRINTscores
generallyandeachuniversityssuccessinthisregard.Fewwillbe
surprisedtoseetheUniversityofOxfordleadingthetable,given
itslongheritageandinternationalstatus.Moreobviously
praiseworthyaretheUniversityofSheffield(2nd),Lancaster
University(4th)andtheUniversityofNottingham(6th),allof
whichareclearlyusingsocialmediainordertopunchwellabove
theirweight.Onlythetop7universitiesinourrankingperform
abovetheUKaveragePRINTIndexof72points.Onlytwo,
OxfordandSheffield,beattheUSaverageof127points.
Rank University PRINTIndex THERanking
1 UniversityofOxford 158 4
2 UniversityofSheffield 153 101
3 UniversityofCambridge 125 6
4 LancasterUniversity 98 131
5 UniversityCollegeLondon 94 17
6 UniversityofNott ingham 92 140
7 UniversityofEdinburgh 90 36
8 DurhamUniversity 71 83
9 Birkbeck,UoL 69 149
10 ImperialCollegeLondon 65 8
UniversityofEast Anglia 65 145
LondonSchoolofEconomics 65 47
13 UniversityofSouthampton 60 127
14 UniversityofYork 59 121
15 QueenMary,UoL 58 127
16 UniversityofManchester 57 48
17 KingsCollegeLondon 56 56
UniversityofGlasgow 56 102
UniversityofSussex 56 99
20 UniversityofBirmingham 48 148
21 UniversityofStAndrews 46 85
NewcastleUniversity 46 146
23 UniversityofBristol 37 66
24 UniversityofLeeds 33 133
25 RoyalHolloway,UoL 32 107
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The Transatlantic University Divide
Attributeperformance
ThechartsonthenextpagesranktheUKuniversitiesanalysed
basedontheirseparateattributescores,whichtogethermakeuptheoverallPRINTIndexscores.Theseattributesare
describedbelow.
Popularitymeasurestheextenttowhicheachbrandis
attractingattention(includessitetraffic,followers,references,
fans,viewsandengagementwiththebrand).
Receptivenessmeasurestheextenttowhicheachbrandisseen
tobelisteningtocommentsorconversations(includeslinking,
followingandreferencingbythebrand).
Interactionmeasurestheextenttowhicheachbrandis
interactingwithitscommunities(includessharing,activity,
responsesandengagementbythebrand).
Networkreachmeasurestheextenttowhicheachbrandis
buildingitssocialnetwork(includesactualandpotentialreach,
engagedaudiencesizeandnetworkpopularity).
Trustmeasurestheextenttowhicheachbrandistrustedby
thosewithinitsnetwork(includessitetrust,influence,authority,
positiveendorsementandratings).
Rank University Popularity
1 UniversityofCambridge 162
2 UniversityofOxford 147
3 UniversityofSheffield 125
4 UniversityCollegeLondon 84
5 UniversityofEastAnglia 73
6 UniversityofNottingham 72
UniversityofStAndrews 72
8 UniversityofGlasgow 68
9 LondonSchoolofEconomics 63
UniversityofEdinburgh 63
11 NewcastleUniversity 62
ImperialCollegeLondon 62
13 KingsCollegeLondon 61
14 QueenMary,UoL 59
15 UniversityofBirmingham 57
UniversityofYork 57
17 DurhamUniversity 56
18 UniversityofSussex 53
UniversityofSouthampton 53
UniversityofBristol 53
21 LancasterUniversity 52
22 UniversityofManchester 45
23 UniversityofLeeds 43
24 Birkbeck,UoL 39
25 RoyalHolloway,UoL 36
Pop
ularity
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The Transatlantic University Divide
Rank University Receptiveness
1 UniversityofSheffield 378
2 UniversityofNottingham 226
3 Birkbeck,UoL 214
4 UniversityofEdinburgh 201
5 DurhamUniversity 160
6 UniversityofSouthampton 140
7 LancasterUniversity 104
8 UniversityCollegeLondon 99
9 ImperialCollegeLondon 98
10 UniversityofEastAnglia 90
11 QueenMary,UoL 83
12 KingsCollegeLondon 80
13 UniversityofYork 78
14 NewcastleUniversity 74
15 UniversityofBirmingham 71
UniversityofManchester 71
17 UniversityofGlasgow 64
18 UniversityofCambridge 62
19 LondonSchoolofEconomics 61
20 UniversityofSussex 60
21 UniversityofOxford 44
22 UniversityofStAndrews 37
23 RoyalHolloway,UoL 36
24 UniversityofBristol 35
25 UniversityofLeeds 30
Rank University Interaction
1 LancasterUniversity 270
2 UniversityofOxford 224
3 UniversityofSheffield 154
4 UniversityCollegeLondon 142
5 UniversityofCambridge 121
6 UniversityofSussex 84
7 UniversityofEdinburgh 78
8 UniversityofYork 72
9 QueenMary,UoL 68
10 UniversityofEastAnglia 65
11 DurhamUniversity 62
12 LondonSchoolofEconomics 61
UniversityofStAndrews 61
14 UniversityofNottingham 59
15 UniversityofManchester 58
16 ImperialCollegeLondon 57
17 KingsCollegeLondon 50
18 UniversityofGlasgow 49
19 UniversityofSouthampton 35
20 Birkbeck,UoL 33
21 UniversityofLeeds 31
UniversityofBirmingham 31
23 NewcastleUniversity 29
RoyalHolloway,UoL 29
UniversityofBristol 29
Receptiveness
Inter
action
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The Transatlantic University Divide
Rank University Networkreach
1 UniversityofOxford 196
2 UniversityofCambridge 144
3 LondonSchoolofEconomics 70
4 UniversityofManchester 52
UniversityCollegeLondon 52
6 UniversityofEdinburgh 49
7 ImperialCollegeLondon 46
8 UniversityofNott ingham 40
9 UniversityofGlasgow 30
10 UniversityofYork 27
11 KingsCollegeLondon 26
12 UniversityofSheffield 25
13 UniversityofLeeds 24
14 UniversityofEastAnglia 23
15 UniversityofBirmingham 21
16 UniversityofSussex 20
17 DurhamUniversity 19
18 UniversityofBristol 18
19 UniversityofStAndrews 17
UniversityofSouthampton 17
21 RoyalHolloway,UoL 16
QueenMary,UoL 16
23 LancasterUniversity 13
24 Birkbeck,UoL 8
25 NewcastleUniversity 7
Rank University Trust
1 UniversityofOxford 179
2 UniversityofCambridge 134
3 UniversityCollegeLondon 94
4 UniversityofSheffield 84
5 UniversityofEastAnglia 73
6 UniversityofGlasgow 69
7 LondonSchoolofEconomics 68
8 King'sCollegeLondon 65
9 QueenMary,UoL 64
10 UniversityofNottingham 63
UniversityofYork 63
12 ImperialCollegeLondon 62
UniversityofBirmingham 62
14 UniversityofEdinburgh 61
UniversityofSussex 61
16 UniversityofManchester 59
17 DurhamUniversity 57
18 NewcastleUniversity 56
UniversityofSouthampton 56
20 UniversityofBristol 52
LancasterUniversity 52
22 Birkbeck,UoL 50
23 UniversityofStAndrews 45
24 RoyalHolloway,UoL 29
UniversityofLeeds 29
Network
reach
Trust
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The Transatlantic University Divide
Channelperformance
Itwouldbeunwisetocommenttoodirectlyonthechannel
performanceofindividualuniversities,giventhattheauthorshavenoknowledgeoftheirstrategiesorthededicated
resourcesdeployed.However,basedontherankingsthatfollow,
someobviousgeneraldifferencesemerge.
Asthemostmaturechannel,itisunsurprisingthatwebsite
performanceshowstheleastoverallvariation.Nevertheless,
thereisstillalongtailfromtheleaderstothelastandthebig
battalionsseemtowinout,asmightbeexpected.Equally,
Twitterseemsalsotobecomparativelywelladoptedandhere
thetraditionalleadersarenotsowellrepresented,withothers
takinghigherpositions.However,asisshownlaterinthe
correlationchart,Twittermaybetheleastvaluablechannelin
termsofrankingsuccess.Whilethereisapositivecorrelation,it
isnotsignificant.Bycontrast,theotherchannelsshowa
statisticallysignificantcorrelation.
ItisinFacebookandYouTubeperformancethatdistinct
strategiesareclearlyatwork.Someuniversitiesseemtohave
takenaconsciousdecisiontofocusharderthanothersonthese
channelsandthisisreflectedintheirrankingsonthese
attributes,whichfrequentlyshowlittlerelationtoscale.
Rank University Website
1 UniversityofOxford 144
2 UniversityofCambridge 123
3 UniversityofManchester 121
4 ImperialCollegeLondon 107
5 UniversityCollegeLondon 103
6 UniversityofStAndrews 96
7 KingsCollegeLondon 89
8 UniversityofYork 87
9 LondonSchoolofEconomics 85
10 UniversityofNottingham 84
11 DurhamUniversity 80
UniversityofGlasgow 80
13 RoyalHolloway,UoL 77
14 UniversityofEastAnglia 76
15 UniversityofLeeds 75
UniversityofEdinburgh 75
17 UniversityofSheffield 67
18 UniversityofBirmingham 66
NewcastleUniversity 66
20 QueenMary,UoL 65
21 Birkbeck,UoL 60
UniversityofSouthampton 60
23 LancasterUniversity 59
24 UniversityofSussex 58
25 UniversityofBristol 54
W
ebsite
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The Transatlantic University Divide
Rank University Twitter
1 LancasterUniversity 209
2 UniversityofSheffield 148
3 UniversityofSussex 126
4 UniversityofNottingham 117
5 DurhamUniversity 99
6 UniversityofEastAnglia 97
7 QueenMary,UoL 92
UniversityofCambridge 92
9 UniversityCollegeLondon 86
10 UniversityofOxford 81
11 UniversityofSouthampton 79
12 UniversityofBirmingham 74
13 Birkbeck,UoL 69
14 ImperialCollegeLondon 68
15 UniversityofEdinburgh 65
16 KingsCollegeLondon 64
17 UniversityofBristol 60
UniversityofGlasgow 60
19 UniversityofYork 56
20 NewcastleUniversity 53
21 UniversityofLeeds 46
22 UniversityofManchester 43
23 LondonSchoolofEconomics 41
24 UniversityofStAndrews 40
25 RoyalHolloway,UoL 39
Rank University Facebook
1 UniversityofOxford 352
2 UniversityofEdinburgh 140
3 Birkbeck,UoL 102
4 UniversityofCambridge 101
5 LancasterUniversity 70
6 UniversityofSheffield 67
7 UniversityofNottingham 64
8 DurhamUniversity 61
9 UniversityofEastAnglia 54
10 UniversityofStAndrews 50
11 UniversityofSouthampton 48
12 LondonSchoolofEconomics 47
UniversityCollegeLondon 47
14 UniversityofGlasgow 46
15 ImperialCollegeLondon 44
16 KingsCollegeLondon 36
17 UniversityofYork 35
18 UniversityofBirmingham 27
19 NewcastleUniversity 25
20 QueenMary,UoL 24
21 UniversityofManchester 16
22 RoyalHolloway,UoL 13
23 UniversityofLeeds 10
24 UniversityofSussex 7
25 UniversityofBristol 0
T
witter
Fac
ebook
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The Transatlantic University Divide
Rank University Networkreach
1 UniversityofSheffield 331
2 UniversityofCambridge 182
3 UniversityCollegeLondon 141
4 UniversityofNottingham 102
5 LondonSchoolofEconomics 84
6 UniversityofEdinburgh 81
7 UniversityofYork 59
8 UniversityofOxford 56
9 LancasterUniversity 55
10 UniversityofSouthampton 53
11 QueenMary,UoL 50
12 UniversityofManchester 47
13 Birkbeck,UoL 43
14 DurhamUniversity 42
15 ImperialCollegeLondon 41
16 UniversityofGlasgow 40
17 NewcastleUniversity 38
18 KingsCollegeLondon 37
19 UniversityofBristol 36
20 UniversityofEastAnglia 33
21 UniversityofSussex 32
22 UniversityofBirmingham 26
23 UniversityofStAndrews 0
RoyalHolloway,UoL 0
UniversityofLeeds 0
Yo
uTube
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The Transatlantic University Divide
Conclusion:coulddobetteriftried?
WhatareUSuniversitiesdoingright?
Itisbeyondthescopeofthisstatisticalstudytocomparethe
socialmediastrategiesofalltheUSandUKuniversitiestosee
whysomearedoingbetterthanothers.Indeed,itiswortha
studyinitsownrightandonethattheUKGovernmentorits
agenciesshouldconsidercommissioning.
Nevertheless,withafewhonourableexceptions,mostofthe
leadershipinsocialperformanceisintheUSandthishas
implicationsforreputationandrecruitment.Soitisperhaps
worthlookingatsomeanecdotalevidencetoseeifthereareany
usefulindicationsforwaysinwhichtheUKcoulddobetterif
tried.
IngeneralitseemsthatnotonlyhaveUSuniversitiesbeen
devotingmoretimeandeffort,overlonger,thanmostUK
institutions,theyhavealsocommittedmanagementsupportand
dedicatedresourcesacrossfacultiesanddepartments,notjusta
coupleofpeoplecentrally.RepresentativesofsomeoftheUS
universitiesanalysedalsotoldusthatthattheyfeelcomfortable
thattheirreportingstructuresareclear,withsingleorjoint
reportinglinestowellestablishedcommunicationsdepartments,
whichinturnarepartofestablishedmarketingfunctions.But
thereisnosenseofcomplacency.ThetopUSuniversitieswe
interviewedwerenotrestingontheirlaurelsbutinvesting
furtherinbettercontent,socialmediaspecialists,additional
listeningcapabilityandmeasurementsystems.Asone
commentatorputit:Weneedtoensurebettervaluenotjust
morevolume.
WhatcanUKuniversitiesdobetter?
Individualcircumstancescountforalotbutthesocialmedia
presenceofthehighestperforminguniversitiesinbothmarkets
sharedsomecommoncharacteristics.Thesemaypointtobest
practicefromwhichallcanlearn.
1.Getthebasicsright
Oneverysimplestepthateveryuniversitycantakerightnowis
toensurethatitsprimarysocialmediaaccountsareclearly
signpostedonthehomepageofitswebsite.ThenumberofUK
universitiesthathavenotdonesoisastounding.Thereislittle
pointinvestingtimeandenergyinasocialmediapresence
withouthelpingcustomersfindyou.
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The Transatlantic University Divide
2.Developaclearstrategy
ThehighperforminguniversitiesintheUKandUSthatwespoke
toallhadaformalsocialmediastrategywasinplace.Elementsincluded:
clearlydefinedobjectivesthatlinkedtouniversitysuccess; seniormanagementsupportandleadershipforallthe
universityssocialmediaefforts;
consistentapproachesacrossallschoolsanddepartments; centralguidanceandpoliciestoencourageandempower
disparateteams;
dedicatedsocialmediaresourcesbothcentrallyandinkeyindividualdepartments.
3.Choosetherightchannels
Asourresearchshows,socialmediasuccessisnotaboutusing
everychannel,butaboutusingtherightchannels(Harvard,for
example,didnotrecordthehighestTwitterorYouTubechannel
scores).UKuniversitiescanconsultandconducttheirown
audienceresearchinordertodeterminethebestsocialmedia
channelstoreachtherightaudiences,withtherightmessaging.
4.Focusontherightthings
Ourcorrelationanalysisdemonstratesthat,althoughcertain
kindsofactivitymayfeelright,theywontalwayscontributetowardsstrategicobjectivesordeliveranykindofcompetitive
advantage.UKuniversitiesoutperformedtheirUScounterparts
onourReceptivenessscalebutthisistheoneattributethat
showednocorrelationwithsuccessintherankings.
5.Benchmarkandmeasure
MeasurementisoneareathateventheleadingUSinstitutions
havenotgotrightbytheirownadmission.Weexpecttoseetheemphasisonmeaningfulsocialmediameasurement(i.e.not
fansandfollowers)increase,aseverymarketingactivitycomes
underscrutinyinordertobalancethebooks.Bybenchmarking
performanceonaregularbasis,UKuniversitiescanstayone
stepaheadofthegame.
NiallCookTonyBurgess-Webb
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Appendices
AppendixI:Abouttheauthors
AnthonyBurgess-Webb
Aco-founderofSociagility,Tonywas
previouslychiefmarketingofficerat
internationalcommunicationsconsultancy
Hill&Knowlton,overseeingitsformaland
informalwebpresenceandtheintroduction
ofinternalandexternalsocialmediapoliciesandpractices.Duringa25-yearcareerduringhealsofoundedthe
firmsEuropeantechnologypracticeandglobaldigitalpractice.
Heco-foundedbrandresearchfirmCommetricandequity
tradingcompanyCommEq.
Married,withonedaughter,heisalsoaprobonoadvisorto
Iwokrama,arainforestpreserveinGuyana.
NiallCook
Beforeco-foundingSociagility,Niallwas
worldwideheadofmarketingtechnologyat
Hill&Knowltonwherehepioneeredthe
firmsuseofsocialmediaincludingits
bloggingplatform,CollectiveConversation.
Duringa13-yearcareerattheconsultancy,healsoranthedigitalpractice.Beforethat,heheldpositionsat
Beenz,aninternetpaymentpioneer,AnswerthinkConsulting
Group,andglobalinvestmentbankUBS.Heistheauthorof
Enterprise2.0,oneofthefirstbookstoexploretheuseofsocial
mediainsidetheenterprise.
Married,withonedaughter,heisalsoatrusteeofEastAnglias
ChildrensHospices.
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AppendixII:ThePRINTmethodologyaKPIforsocial
mediaperformance
Seniorexecutivesandsocialmediastrategistsalikecanstruggletofindmeaningfulmetricstoassesstheimpactoftheirsocial
mediaactivities.PRINT,Sociagilitysmulti-channelsocialmedia
performancemeasurementsystem,offersasolution.
ThePRINTmethodologymeasuresfivekeyattributesofsocial
mediaperformance:Popularity,Receptiveness,Interaction,
NetworkreachandTrust.Eachismeasuredacrossmultiple
socialplatformsandchannels,includingTwitter,Facebookand
YouTube,usingrelevantmetricsforeach.Theresultprovides
directcompetitoranalysisanddeliversspecific,actionable
insightsintoareasforimprovement.
ThePRINTIndex
AttheheartofthesolutionisthePRINTIndexasingle
numberthatshowsoverallperformancecomparedtoadefined
setofcompetitorsorbrand,sectorandgeographical
benchmarks.ThiscanbeusedasaKeyPerformanceIndicatorby
seniorclientmanagementandsocialmediastrategistsandby
agencies.Ithasbeenproventocorrelatestronglywithbrand
valueandgrowthandthereforeprovidesaKPIforsocialmedia
performancethatcanbeusedtosetandtracktargets.PRINT
alsoanalysesthekeydriversofsocialmediaperformanceand
providesindicatorsforallfiveattributesandallchannelstohelp
informprioritiesforaction.
PRINTReports
PRINTreportscanbeone-offsnapshotsorcontinuoustracking
studies.Eachassessmentisbespokeandprovidescomparative
PRINTIndexscoresforaspecificsetofcompetitors.Aswellas
asummaryscorecard,detailedcomparativescoresandre-usable
graphicsareincludedforattributeandchannelcombinations.
Commentaryisgivenonhighandlowperformersbyattribute
andchannelandspecificrecommendationsareofferedfor
improvement.
Benefits
ThebenefitsofPRINTinclude:
morestronglycorrelatedwithbrandvalueandgrowththanotherinfluencemeasures;
moreperformance-focused,directlyhighlightingcompetitive(dis)advantagesagainstcustomer-defined
setofbenchmarkbrands;
morecomprehensivebecauseitmeasuresmultiplechannelssimultaneously;
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providesinsightswhicharespecificandactionable; moreflexibleprovidesaone-offbenchmarksnapshot
oratrackingmechanism;
moremeaningfulPRINTprovidesaframeworkforaction;
moreadaptabletosuitmorecomplexrequirements,PRINTcanbeadjustedtoreflectdifferentaudiencesand
organisations;
easiertointegrateintowidersocialmediamonitoring,analysisandplanning;
lowercostPRINTcombinestraditionalresearchmethodologywithproprietarysoftwareacrossmultiple
platforms.
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AppendixIII:AboutSociagility
Sociagilityisaconsultancyfocusedonimprovingorganizational
competitiveadvantagebyhelpingclientsbuildtheirownin-housesocialmediacapability.Itwasfoundedbytwoex-WPP
digitalandsocialconsultants,TonyBurgess-WebbandNiallCook.
Itworkswithbigbrands,smallbrands,non-profitsand
individualsandrecentclientsincludetheUniversityofReading,
GrouponandLegal&General.
Thefirmprovidessolutionsinthreeareas:
Consultancy
WeuseourDISC(Diagnosis->Integration->Strategy->Capabilities)
processtounderstandclientscommercial,marketingand
communicationsgoalsandchallenges,helpthemputsocialat
theheartoftheirbusinessoperations,defineobjectivesand
actionplans,alignacrossdepartmentsandchannels,andput
relevantmetricsinplace.
Benchmarking
Ouranalyticapproachcombinesatraditionalauditapproach
withourproprietaryPRINTmethodology,amulti-channel
measurementsystemthatcorrelatesdirectlywithbrandvalue
andprovidesaKPIformarketers.Itoffersbrandsand
organisationsinsightintothekeydriversoftheirandtheir
competitorssocialmediaperformanceandprovidesaseries
ofindicatorstohelpdetermineprioritiesforaction.
Talent
Ourspecialistrecruitmentdivision,SociagilityTalent,helpsour
clientscreatesustainablecapabilityforthefuturebybuildingin-
housesocialexpertise.Thisincludesdiscoveringinternaltalent,
secondingorrecruitingtherightpeoplewiththerequiredskills,
aswellasongoingtraining,mentoringandthetransferof
knowledgeandskills.
Tofindoutmore,pleasevisitwww.sociagility.com.
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