The document summarizes research from Twitter and Facebook accounts of higher education institutions. It found that over half of Twitter accounts were not engaging in conversations with their followers, while growth rates of Facebook pages decreased significantly from April to May. The document analyzed averages for different types of accounts and their engagement rates, finding that general college accounts tended to perform best. It concluded that institutions should focus on offering valuable content to drive engagement rather than the platform or tactics used.

1. social media summit
@bradjward from @bluefuego while at @aikcu for
#smsummit at #psuweb09
:)

2. Twitter
60 day research of 400 institutional accounts
Compilation of 650 institutional accounts

3. Twitter
n=650
Private: 281 (43%)
Public: 339 (52%)
Community College: 30 (5%)

4. Twitter
n=400, 60 day growth
Following: 57.74%
Followers: 70.58%
33.69% average growth in followers from Mar-Apr
27.59% average growth in followers from Apr-May
18% decrease in growth
2.4% decrease in updates

5. Twitter
Averages for n=650
Following: 254
Followers: 471
Updates: 260

6. Framework

7. 54% OF TWITTER ACCOUNTS ARE NOT HAVING
ANY @CONVERSATION WITH THEIR FOLLOWERS.

8. What type of account?
Admissions 44 6.77%
10% 7%
Athletics 47 7.2%
9%
18% Alumni 60 9.2%
7%
PR/News 65 10%
Specific College/ 120 18.5%
Dept
General 314 48.3%
48%
650 100%
Admissions Alumni Athletics
General Acct. Specific College/Dept PR/News

9. Averages by Type
Type # of Following # of Followers # of Updates
Type 1 174 478 381
Type 2 293 475 204
Type 3 158 336 129
Type 4 216 359 188
Type 5 484 663 291

10. Ranks by Categories
# of Following # of Followers # of Updates
#1 Type 5 Type 5 Type 1
#2 Type 2 Type 1 Type 5
#3 Type 4 Type 2 Type 2
#4 Type 1 Type 4 Type 4
#5 Type 3 Type 3 Type 3

11. If there is a type of
account to avoid being,
it’s a Type 3.

12. Type 5 accounts should
be aspirational for you.

13. What about Conversation?
Type 1 accounts (RSS) still
have a place in the mix.
People want your content.

14. Facebook
60 day research on 918 Facebook Fan Pages

15. Facebook

16. Facebook

17. Facebook Growth
April Average Growth: 21.51%
May Average Growth: 12.51% (43.5% decrease)
Cumulative Growth: 36.27%
Wall Posts decreased by 12.25% from April to May
Fan comments increased 9.89% from April to May
Comments per post increased 25.25% from April to May

18. BlueFuego Formula
A: Likes/Post as a % of Fans
B: Comments/Post as a % of Fans
Total Engagement: (A+B)/# of Fans
Example: If you have 1000 fans and get 10 comments on
your post, you have 1% engagement. If you also got 90
likes on it, you have a 10% engagement.

19. BlueFuego Formula
Likes Per Post in May: .225% engagement (up 4.23%)
Comments Per Post in May: .071% (up 11.66%)
Total Engagement in May: .296% of Fans

20. Wall Tab or Other?
58.4% of pages open to a tab other than the Wall.
Pages that open to Wall averaged 57.63% growth.
Pages that open to other tabs averaged 23.78% growth.

21. Key Takeaways
It’s not your platform.
It’s not how you do it, it’s what you offer.
Open to the conversation.

22. @bradjward and @fjgaylor
from @bluefuego
HTTP://WWW.BLUEFUEGO.COM