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Faculty Social Media AUDIT AND STRATEGY 2021
•SCHOOL OF MANAGEMENT•HILLARY RODHAM CLINTON SCHOOL OF LAW •SCHOOL OF CULTURE AND COMMUNICATION•SCHOOL OF SOCIAL SCIENCES•
SOCIAL MEDIA AUDIT AND STRATEGY DRAFT 1.0 (AUG 2021)
SOCIAL MEDIA AUDIT ACCOUNTS ACTIVE IN THE FACULTY Please find the breakdown of the Faculty of Humanities and Social Sciences departmental accounts across social media.
OLD: @SwanUniCOAH @SUCultureandComm | @SUDywylliantCyf OLD: @SwanUniCOAH | @educationsu @SUCulture_Comm | @SUDywylliantCyf OLD: @coahcommunity | @cymunedcoah @SUCulture_Comm | @SUDywylliantCyf
@swansealaw | @ygyfraithabertawe
@SoMSwansea | @SoMAbertawe
@SUSocialScience | @YGCAbertawe
@SoMSwansea | @SoMAbertawe
@Swansea_Law | @YGyfraith_Tawe
@SUSocialScience | @YGCAbertawe
@SoMSwansea | @SoMAbertawe
@swansealaw | @ygyfraithabertawe
@SUSocial_Science | @YGCAbertawe
School of Management, Swansea University
Swansea University School of Management
Swansea University School of Law
Swansea University Arts and Humanities
The School of Management
Hillary Rodham Clinton School of Law
@swanseamanagement
@swansealaw
@swanseacultureandcommunication
@swanseasocialscience
PERFORMANCE SUMMARY •Activity from Aug 1, 2020 - Jul 31, 2021 •All data includes paid and organic activity and is from the main school English language accounts •Instagram data – ‘Profile actions’ covers any link / contact / Call to Action (CTA) clicks on from your profile bio. ‘Impressions’ covers stories and posts •This data includes the live sites as in the time period above (excludes the new Social Science and Culture and Communication platforms) as a result SoCC will still be refered to as CoAH
PROFILE ACTIONS
IMPRESSIONS
ENGAGEMENTS
POST LINK CLICKS
SCHOOL
INSTAGRAM FACEBOOK
INSTAGRAM FACEBOOK
SoM
40
182
36,505
27,435
474,179
1,240
86,754
1,374
1,877,463
SoL
30
966
7,022
591
31,206
1,272
2,085,305
15,288
84,491
SoCC
30
308
1,239
401
49,313
563
129,745
2,157
68,265
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INSTAGRAM (JULY 2021): • Geographic data by city : Swansea makes up 19.4% of the audience base with Cardiff in second place at 4.2%. • Geographic data by country: UK accounts for 62.8% of the audience with China in second place at 6.9% and Nigeria in third place with 5.5%. • Age range data: 18-24yo make up 34.4% of the audience, 25-34yo make up 41% both age ranges have an even split over gender.
SCHOOL OF MANAGMENT AUDIENCE BREAKDOWN:
ENGLISH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ MAY 2021
2,226
2,429
2,804
• Gender split: 52% women and 48% men. • Optimal time to post: 12pm-6pm daily. • Most liked posts of the last 12 months:
1,017
1,109
1,293
1,950
2,104
2,584
860
1,254
1,934
YOUTUBE
971
1,612
2,449
93
85
84
78
74
73
WELSH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ MAY 2021
TWITTER (JULY 2021): • Removed its audience analytics function in Jan 2020. Can only gain this information now through Twitter ads or third party sites. • Top performing post for engagement of the last 12 months: - Impressions: 2,761, Engagements: 198, Reactions: 9, Comments: 1, Post Clicks: 187
80
82
89
128
135
156
15
23
34
FACEBOOK (JULY 2021): • Geographic data by city: Swansea makes up 333 of the audience with London in second place at 99 followers • Geographic data by country: The majority of followers (1,377) are located within the UK, followed by India and Nigeria (110 and 96 followers respectively) • Age Range data: 18-24yo make up 27% of the audience, 25-34yo make up 48% of the audience and 35-44yo make up 13%. • Gender Split: 44% women and 56% men. • Top performing post for engagement of the last 12 months: - Impressions: 6,283, Engagements: 437, Reactions: 84, Comments: 3, Video Views: 2,713
LINKEDIN (JULY 2021): • Geographic data by city: Swansea with 42.9% (623) of the audience, followed by Cardiff with 11.51% (167) and London with 7.8% (114). • Geographic data by industry: 20.3% (402) of the audience comes from HE, 5.9% (117) from Financial Services and 4.9% (97) from the Accounting category. • Job Function data: 14.8% (241) come from Education, 10.2% (166) from Business Development positions and 9.55% (155) from Operations. • Top performing post for engagement of the last 12 months: - Impressions: 17,144, Engagements: 979, Reactions: 406, Comments: 167, Link Clicks: 404
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INSTAGRAM (JULY 2021): • Geographic data by city: Swansea makes up 16.74% of the audience base with Cardiff in second place at 3.8% and London at 3.6%. • Geographic data by country: UK accounts for 71% of the audience with Canada in second place at 3.8% and Nigeria in third place with 2.4%. • Age Range data: 18-24yo make up 40% of the audience, 25-34yo make up 35.7%. • Gender Split: 64.6% woman and 35.4% men.
SCHOOL OF LAW AUDIENCE BREAKDOWN:
ENGLISH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ JULY 2021
-
-
2,493
• Optimal time to post: 12pm-9pm daily. • Most liked posts of the last 12 months:
-
-
1,119
1,692
1,926
2,202
YOUTUBE
-
-
144
88
64
60
58
55
53
WELSH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ JULY 2021
TWITTER (JULY 2021): • Removed its audience analytics function in Jan 2020. Can only gain this information now through Twitter ads or third party sites. • Top performing post for engagement of the last 12 months: - Impressions: 1,414,370, Engagements: 6,070, Reactions: 370, Comments: 40, Video Views: 109,356
-
-
72
-
-
154
-
-
26
FACEBOOK (JULY 2021): • Geographic data by city: Swansea makes up 249 of the audience with Cardiff in second place at 110 followers • Geographic data by country: UK is the main audience country with 1,313 of the followers located there, India then follows in second place with 313 followers and Pakistan with 35 followers. • Age Range data: 18-24yo make up 27% of the audience, 25-34yo make up 51% of the audience and 35-44yo make up 11%. • Gender Split: 58% women and 42% men. • Top performing post for engagement of the last 12 months: - Impressions: 10,913, Engagements: 1,503, Reactions: 4, Video Views: 8,509
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INSTAGRAM (JULY 2021): • Geographic data by city: Swansea makes up 23.8% of the audience base with Cardiff in second place at 4.6% and London at 3.4%. • Geographic data by country: UK accounts for 83.7% of the audience with USA in second place at 2.3% and China in third place with 2.1%. • Age Range data: 18-24yo make up 57.6% of the audience, 25-34yo make up 26.1%. • Gender Split: 68.3% woman and 31.7% men
SCHOOL OF CULTURE AND COMMUNICATION AUDIENCE BREAKDOWN:
Data shown below covers the previous CoAH platforms that were live during July 2021 and not the newly established SoCC sites.
ENGLISH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ JULY 2021
• Optimal time to post: 3pm-9pm daily. • Most liked posts of the last 12 months:
-
-
2,253
-
-
992
1,075
1,156
1,222
50
49
45
58
55
53
YOUTUBE
-
-
116
TWITTER (JULY 2021): • Removed its audience analytics function in Jan 2020. Can only gain this information now through Twitter ads or third party sites. • Top performing post for engagement of the last 12 months: - Impressions: 2,431, Engagements: 145, Reactions: 22, Post Clicks: 117
WELSH PLATFORMS
FOLLOWERS ~ MAY 2019
FOLLOWERS ~ MAY 2020
FOLLOWERS ~ JULY 2021
-
-
35
FACEBOOK (JULY 2021): • Geographic data by city: Swansea makes up 220 of the audience with Cardiff in second place at 58 followers • Geographic data by country: UK is the main audience country with 937 of the followers located there, USA then follows in second place with 28 followers and China with 24 followers. • Age Range data: 18-24yo make up 23% of the audience, 25-34yo make up 55% of the audience and 35-44yo make up 9%. • Gender Split: 67% women and 32% men. • Top performing post for engagement of the last 12 months: - Impressions: 853, Engagements: 103, Reactions: 52, Comments: 1, Post Clicks: 48
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PAN FACULTY SOCIAL MEDIA SWOT ANALYSIS:
OBJECTIVES & NEXT STEPS: • Build a list of digital ambassadors that would be willing to work with us/with the marketing team to launch a faculty presence on TikTok account, either through the central account or our own established account. • Consult with Central Marketing to establish an approach that works inline with their digital plans. • Write a guidance document on the dos on don’ts for said digital ambassadors to manage expectations and set goals. • Set faculty-wide goals and guidelines on each platform to maximise engagement. • Work with the team to start the process of making our content as accessible as possible, beginning with prioritising ‘alt-text’ and using ‘Camel Case’ hashtags on our posts. • Utilise the 70-20-10 rule across all platforms and generate content specifically for those platforms rather than one size fits all, focusing on student-led content. An example of this can be found below. For full details on this method please read my notes from the Case Social Media Conference and best practice from HEI peers, here. - 70% of content should be engaging, entertaining, student-ledor educational. - 20% of content should be shared from other sources. - 10% of content should be self-promotional.
STRENGTHS
WEAKNESSES
Individual approaches that can be mirrored faculty wide: • SoM’s Instagram image-based approach is bringing in a much higher engagement rate than the mix of graphic and images. • Law’s impression and engagement vs follower rate with their twitter community is impressive. • CoAH’s enthusiastic student community approach.
• Lack of student lead content across the faculty. • Current audience is current students so lead generation for our UG programmes is minimal.
OPPORTUNTIES
THREATS
• Build a prospective student
• Audience aging out – meaning
community by utilising the platforms they’re currently on rather than solely attracting them to our current platforms. For instance, TikTok. • Continue to build brand reputation by posting content that promotes the area, our values and student life. • Make our platforms more accessible when posting by using the accessibility tools available like alt-text for our images.
that our platforms can become a less successful tool to generate leads due to not attracting a more prospective student level age range (13-17).
ADDITIONAL NOTES: I wouldn’t recommend LinkedIn for Law or Culture and Communication from a student perspective because those students don’t seem to use the platform as frequently as the SoM students who are trained to use it as part of their Employability Module. It would be more suitable for the Law and Culture and Communication areas to feed into the central page instead.
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FUTURE GROWTH OPPORTUNTIES - TIKTOK: FACULTY SOCIAL PLAN
MARKET INTELLIGENCE ‘PERSONA’ BREADOWN AND PROJECT OUTLINE ‘FIONA’ The Focused
• Use more case studies (as Fiona is interested in what other students have to say about the institution) • Not making communication too formal • Campus Shots (show she’ll be living in a lovely, vibrant place) • Case studies (Oliver is also interested in the views of other students) • Focus on year in industry • Push content through YouTube
Recommended activity: • Promoting Swansea as a location and Swansea student life through the perspective of the students, rather than the more scripted approach we currently take. Students who use the app often are more aware of viral trends that can be used to do this without being obviously promotional, like this. • #WelshTok, is a massive opportunity on TikTok currently and has gained a huge following within the American/European audiences which we can utilise to promote our Welsh department. Example 1 and example 2. • I would recommend sourcing two digital ambassadors from each School within the faculty – as outlined below – to showcase our portfolio, student opportunities and diversity in Swansea. » SoM – x2 ambassadors, x1 national and x1 international (India would be the preferred market based on the audit demographic data). » SoL – x2 ambassadors, x1 national and x1 international (Canada would be the preferred market based on the audit demographic data). » SoCC – x2 ambassadors, x1 national and x1 international (USA would be the preferred market based on the audit demographic data). » SoSS – x2 ambassadors, x1 national and x1 international (TBD with the Internationalisation team for preferred market).
‘OLIVER’ The Open Minded
‘HENRY’ The Happy UG
• Facebook is a preferred platform • Academic staff content as well
‘KATE’ The Quality Seeker
• Also prefers Facebook for content • Improve view of Swansea with campus and area shots. • Uses LinkedIn in a professional capacity • Uses Facebook • Push student-led content for course specific content
‘MAYA’ The Mature Student
CONTENT TYPE Campus Shots
Student Life Content Business Promotions UG Course Promotion PG Course Promotion Exec Ed Promotion Research Promotion Announcements Brand Awareness Student Opportunities Society Promotion / Posts Student News
GOALS FOR EACH CURRENT PLATFORM:
TWITTER • Increasing brand awareness • Generating PG leads • Increasing traffic to website • Promotion
• Increasing brand awareness • Building student
• Increasing brand awareness • Increasing traffic to website • Sharing good
• Increasing brand awareness • Sharing good news with stakeholders (Research
community to increase engagement
news (Research community and student stories)
• Growing audience
community and student stories)
Event Promotion Student Support
SOCIAL PLATFORM SEGMENTATION: Based on the research that the Marketing Intelligence Department have done on audience ‘personas’ we will be segmenting our social platforms based on the data provided. This will mean that specific content will be created for each platform as shown below to optimise effectiveness and return on investment.
UG Webinar / VOD PG Webinar /VOD
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STUDENT TAKEOVER GUIDELINES AND LAUNCH: OBJECTIVES AND IMPACT STUDENT-LED CONTENT
PROCESS • Expectation : Students are encouraged to post once a day on the feed and as often as they are comfortable with in the story function. • Cross-promote : The student will also be required to provide a photo and quick introduction for us to promote the takeover prior to the event. While the takeover is running, we will also post a number of their posts across other platforms as another form of cross promotion. RECOMMENDED THEMES THEMES POINTS TO COVER • What drew them to Swansea
• Grow community : Participants will be tapping into their personal networks, encouraging their friends to follow our account to watch their takeover. As content becomes more relatable, it will also draw in more of the student body through seeing organic material. • Showcase a full picture of student life : The seven-day takeover format gives students the opportunity to provide followers with a comprehensive look at their activity – something a one-day takeover wouldn’t accomplish. • Generate consistent, fresh posts : The seven-day cycle gives followers new posts every day and a fresh story to look forward to each week. Ensuring they stay engaged, excited and curious. • Create authentic content : Participants do not need approval before posting photos or captions. The School will trust the individuals to manage the platform professionally and in line with our guidelines, this hands-off approach allows for updated and timely content. With the hope that we will draw followers in with fascinating, fun material, which is authentic. IMPORTANT NOTES • The Marketing Team reserve the right to remove a post that they feel does not represent the School in the right light or that goes against the university marketing messages. » This also includes any images that include alcohol or aggressive behaviour . • Our Instagram channel is currently more focused on current students and while we are looking to expand on this demographic, that will have to be taken into account when considering what to post and the language used. WORKING GUIDELINES FOR STUDENTS A full student pack will be created prior to a student taking over any of the faculty platforms. Key points: • Tag @swanseauni and relevant #s on posts and stories. (#OurSwansea / #SwanseaGrad etc). • Alcohol should not be the focus of any image due to the cultural diversity of our students; but it can be in the background and in shot. • No profanity or aggressive language of any kind. • Promote student life i.e. your favourite place / part of campus / best things about your experience.
International students
• Their experience as an international student in SU and Swansea • Their best bits / favourite thing about the uni and surrounding area • Their experience of the application process • Outline their application process • Follow their journey travelling to the new university • Their experience using our Employability / Study Abroad Teams • Best bits from their year abroad • Follow their journey coming back to Swansea • Outline their application process • Follow their first day in the role (possibly first week) • Their experience using our Employability Team • Best bits from their year in industry • A day in the life • How they’ve found the transition of coming back to Swansea after working for a year • How welcome week works • How they’ve found their first week of uni • How they found the application process and moving away from home • How they’ve found the experience in the pandemic climate
Study Abroad
Year in Industry
Welcome week
• Follow their Graduation week / day
Graduation
• Chronicle the trip and their experiences from the flight to the activities and sharing their best bits • Top tips for students looking to enrol in tourism • What your society does • Life as a student working in a society • Why you do it • Your favourite part about being in a student society • Why you think getting involved in a society is so important • International Women’s Day Promo - Successful Women in Business (SWIB)
International Trip as part of tourism courses
Societies
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FACULTY SOCIAL GUIDENCE
Possible delays: • These times may be extended during the graduation and clearing periods due to priority.
LEAD TIME: If you would like the marketing team to promote activity on the School’s official social platforms, please follow the below guidance. Submission: • All requests should be made to the FHSSMarketing@swansea.ac.uk mailbox. • For the quickest turnaround please provide the bilingual copy you’d like to be used in your post Images: • Please provide any images you’d specifically like to use as part of your post. This however is not a requirement if you are happy to leave the image selection to the Marketing Team. • Licensing guidance » If you’re using an image of a student or one that is provided by a student, we will need consent to use that image by the owner through our Media Consent Form and said student will also need to be sent and/or given access to the University’s Privacy Notice. » If you request that we use an image that has been downloaded by a third party source, we will need evidence of licensing information. i.e. iStock receipt or screenshot of purchase. » Alternatively, the Faculty has an account with envato.com, a stock image site which you are welcome to choose an image from for posts. All you would need to do is add the URL for the image to your request and the team will then license the images and download them for use.
WELSH LANGUAGE:
3-4 days SCHOOL LEVEL GRAPHIC DESIGN
SCHEDULING 2-3 days
USE OF BRANDING: Please refer to the Faculty Brand Guidelines for any in-depth branding guidance.
ACADEMIC SUPPORT : • We encourage all academics with their own social channels to share our posts to increase visibility ; our posts around key events – like clearing – are developed in line with the central messages and as such embody our USPs. Central marketing is also more likely to share popular content so this will get our interests higher on their radar. • When promoting your research tag the relevant School handles (outlined below) and/or @SwanseaUni as a way to inform us of your post and we will share on the relevant channels. Like student-led content, this will deliver a more organic feel as it’s coming straight from the source and is more likely to grab attention. This will also continue to develop your academic brand. • The team will regularly check the university news summary but if an academic or research group is aware in advance of any publication of research news due to be published, please let us know! We will develop content to advertise your work which can include social posts, PR news stories and content for marketing material.
3-4 days SCHOOL LEVEL GRAPHIC DESIGN
SCHEDULING 2-3 days
SoM FHSS
@SoMSwansea @SoMAbertawe @Swansea_Law @YGyfraith_Tawe @SUCulture_Comm @YDChAbertawe @SUSocialScience @YGCAbertawe
@SoMSwansea @SoMAbertawe
@SoMSwansea @SoMAbertawe
SoL
@swansealaw @ygyfraithabertawe @SUCulture_Comm @YDChAbertawe @SUSocial_Science @YGCAbertawe
@swansealaw @ygyfraithabertawe @SUCultureandComm @YDChAbertawe @SUSocialScience @YGCAbertawe
Urgent Projects: • We understand that the proactive approach is not possible with every project and if an urgent project arises please contact the Marketing Team to see what adjustments on timescale can be made at the soonest possible juncture. University level graphic design is available through the Creative Services Team but will require a lead time of up to a month.
SoCC
SoSS
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SOCIAL PLATFORMS – BIOS: Platform bios can be more formal or informal depending on the identity of any given account, however please ensure that you include the following: • A link to the central university pages. Example: The School of Management at @ SwanseaUni. • Include the link to the Welsh counterpart page to ensure that Welsh language traffic is directed there. Example: Cymraeg: @SoMAbertawe • Include a link to your department landing page. Example: www.swansea.ac.uk/ law • A small tagline explaining who you are. » Example #1: Degrees available in Accounting and Finance, Business, Economics, Marketing and Tourism. » Example #2: Bringing together the disciplines of the Social Sciences in a vibrant academic environment, supported by staff with real-world experience. » Example #3: Join the School of Culture and Communication Community! Keep up to date with events and share our love for Swansea!
VIDEO GUIDANCE:
INSTAGRAM:
FACEBOOK: • Recommended video dimensions 1280 x 720 for landscape and portrait. • Minimum width is 1200 pixels (length depends on aspect ratio) for landscape and portrait. • Max file size is 4GB (1.75 GB maximum if scheduling through Sprout). • Recommended video formats are .MP4 and .MOV. • Video length max is 240 minutes.
• Story videos: » Recommended resolution is 1080 x 1080. » Max file size is 4GB. » Recommended video formats are .MP4 and .MOV. » Video length max is 2 minutes for
ads and 15 seconds for organic. If you upload a longer video on organic, it will be clipped into multiple Stories ‘slides.’
• IGTV videos. » Recommended resolution is 1080 x 1920. » Videos are minimum 1 minute and maximum 15 minutes long when uploading from mobile. You can upload a video up to 1 hour using desktop. » Max file size for videos less than 10 minutes is 650MB. For videos up to 60 minutes, it’s 3.6 GB » The required file format is .MP4 • Feed videos: » Recommended resolution is 1080 × 1080. » Videos can be either 15 or 30 seconds long. » Max file size is 4GB. » Recommended video formats are .MP4 and .MOV.
TWITTER: • Recommended resolutions are 1280
SOCIAL TEMPLATES:
PLATFORMS
DIMENSIONS
TEMPLATE
x 720 (landscape), 720 x 1280 (portrait), 720 x 720 (square).
FACEBOOK FEED FACEBOOK COVER FACEBOOK EVENT INSTAGRAM FEED INSTAGRAM STORY TWITTER FEED
1200 x 630 px
Indesign & Photoshop Files
• Max file size is 512MB. • Recommended video formats are .MP4 for web and .MOV for mobile. • Video length max is 140 seconds. LINKEDIN : • Recommended video dimensions 1280 x 720 or landscape. • Max file size is 5GB. • Accepted video formats are .ASF, .AVI, .FLV, .MOV, .MPEG-1, .MPEG- 4, .MP4, .MKV, and .WebM. • Video length minimum is 3 seconds, max is 10 minutes. • Video max frames 60fps.
820 x 312 px
Indesign & Photoshop Files
1920 x 1005 px
Indesign & Photoshop Files
1080 x 1080 px
Indesign & Photoshop Files
1080 x 1920 px
Indesign & Photoshop Files
1200 x 675 px
Indesign & Photoshop Files
TWITTER HEADER
1500 x 500 px
Indesign & Photoshop Files
Faculty Standard ‘Announcement’ Design
DIMENSIONS
TEMPLATE Indesign & EPS Files
INSTAGRAM FACEBOOK
Indesign & EPS Files
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