AMC wins Regional PRSA for Social Media Monitoring
On May 11 Addressable Media Consultants and PR partner Clairmont Communications will receive Social Media Monitoring Award for their work on UNC Kenan-Flagler Business School Social Media Audit. See presentation here:
The Details
Addressable Media and Clairmont PR conducted an analysis of the social media effectiveness of the University of North Carolina’s Kenan-Flagler Business School and its direct U.S. competitors. Considerations included traffic and content, viral scoring, social media mention, share of voice, sentiment, email effectiveness and traffic generated from third-party sources.
The objective was to provide specific, measureable recommendations on how to build upon the current social networking successes in order for the university to further engage key audiences and to facilitate the exchange of information amongst those audiences.
Creativity/Quality
To effectively analyze the existing program including sentiment and share of voice comparisons against competitors, we used a combination of subscription-based social monitoring and measurement tools with free analytics programs and old-fashioned positive/negative/neutral designations for content in review. Because most of the competitor schools have multiple pages, feeds or channels for each social network (for example, multiple pages on Facebook, several Twitter feeds for different interests and YouTube channels for various departments) without a comprehensive “find us on social networks” listing on their websites, our team had to be creative in conducting searches to gather the needed information to conduct the audit. We accomplished this by having three different team members pulling information that was then compiled to avoid overlooking pertinent data.
Technical Excellence
To ensure technical excellence, we used Scout Labs (now Lithium), one of the most reputable social networking monitoring services, for social media mention, share of voice and sentiment; Argyle Social, a social media marketing dashboard, for viral scoring; Google Analytics, a widely recognized and credible web analytics tool, for traffic and content; and Harris Interactive, an Internet-based research firm, for email effectiveness. With the data we gathered from these tools, we compared the universities’ usage and effectiveness of specific social networks including Facebook, Twitter, YouTube, blogs, Flickr, LinkedIn and iTunes.
Results
The research results (included with this entry) demonstrated which of the business schools analyzed are using social networking in the most effective ways. Based on the data, our tactical recommendations included suggestions for improvements in the areas of email marketing, blogging, Facebook, Twitter, the usage of online video, Flickr and LinkedIn. With this information, the University of North Carolina’s Kenan-Flagler Business School is in the process of making significant changes to what is considered a phase two social media strategy, which was the driver for conducting the research.
“UNC Kenan-Flagler had established a strong social networking presence, as part of phase one of our social media strategy,” said Heather Havenstein, director of public relations and new media, UNC Kenan-Flagler. “The recommendations made by Clairemont Communications and Addressable Media are allowing us to further engage key audiences including students, prospective students, alumni and donors as part of our phase two outreach.”
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