Media Career Services

Social Media Strategy & Report

Prepared by Trevor Zaucha

Overall Goal/Objectives (As detailed in fall report):

Overall Goals
o Raise awareness of Media Career Services as an institution
o Raise awareness of the services that MCS has to offer
o Inform College of Media Students (COM of jobs and internship opportunities
o Assist in the Professional development of COM students
Measurable Goals
o Facebook
Increase College of Media at Illinois Facebook page by 100 likes
Achieved 143% of goal (from 1,565 to 1,708 likes)
o Twitter
Increase retweets by 50% (51 retweets per year for an increase of 17)
Achieved 135% of goal (from 53 to 69 retweets)
Increase favorites by 106% (200 favorites per year for an increase of 103)
Achieved 79.5% of goal (from 112 to 159 favorites)
Increase followers by 50% (from 167 to 250)
Achieved 112% of goal (from 167 to 279 followers)
o Pinterest
Increase Careers in MEDIA board by 100 followers
Achieved 170% of goal (from 187 to 357 followers)
o LinkedIn
Increase group members by 100 (from 1,508 members to 1,608)
Achieved 223% of goal (from 1,508 to 1,731 members)
o Instagram
50 followers by the end of Fall semester 2015
Achieved 102% of goal (from 0 to 51 followers)
150 followers by the end of Spring semester 2015
Not achieved (explained)
Achieved 1% of goal (from 50 to 51 followers)

Where we started:
Analytics for Academic Year 2013-2014 (Copied from last years report)
Facebook: As of May 8, 2014, there were 1,565 likes on the Facebook page, College of Media at
ILLINOIS. MCS only plays a small role and is not the manager of this page. MCS submits content
for a weekly post. (Note: This stalled out during the spring semester due to a employee vacancy in the
College.

Twitter: From August 30, 2013 to April 30, 2014, our Twitter account had 34 tweets retweeted, some
more than once, for a total of 53 retweets. Our Twitter account had 97 tweets favorited, some more
than once, for a total of 112 favorites. As of April 30, 2014, our Twitter account, @IllinoisMCS, had
167 followers.
Pinterest: As of April 30, 014, the Pinterest account, Career Services at ILLINOIS, had 601 followers.
The Careers in MEDIA board within this account had 187 followers.
LinkedIn: The group, College of Media at ILLINOIS, was started in September 2009. As of to May
8, 2014, the group has 1,508 members.

Media Career Services Today:

Analytics for Academic Year 2014-2015

Facebook: As of May 4, 2015, there were 1,708 likes on the College of Media at Illinois
Facebook page. Although MCS has not been particularly active on here, the increase of
143 likes can likely be attributed to greater awareness and an influx of incoming students.
Twitter: As of May 8, 2015, there were 1,643 tweets, and 279 followers. For an increase
of 828+ tweets and 112 followers

August 2014
o 14 link clicks
o 1 retweet
o 6 favorites
o 3 replies
o 4.3K impressions
September 2014
o 104 tweets
o 256 profile visits
o 35 new followers
o 91 link clicks
o 10 retweets
o 20 favorites
o 3 replies
o 9.9K impressions
October 2014
o 123 tweets
o 166 profile visits
o 15 new followers
o 91 link clicks
o 4 retweets
o 21 favorites
o 4 replies

o 12.4K impressions

November 2014
o 84 tweets
o 93 profile visits
o 1 new follower
o 65 link clicks
o 8 retweets
o 13 favorites
o 2 replies
o 10.9K impressions
December 2014
o 58 tweets
o 209 profile visits
o 1 new follower
o 151 link clicks
o 7 retweets
o 17 favorites
o 0 replies
o 11.3K impressions
January 2015
o 64 tweets
o 370 profile visits

o 26 new followers
o 40 link clicks
o 9 retweets
o 12 favorites
o 2 replies
o 9.2K impressions
February 2015
o 109 tweets
o 270 profile visits
o 19 new followers
o 133 link clicks
o 6 retweets
o 14 favorites
o 2 replies
o 11.4K impressions
March 2015
o 111 tweets
o 232 profile visits
o 11 new followers
o 124 link clicks
o 8 retweets
o 20 favorites
o 3 replies
o 15.7K impressions
April 2015
o 142 tweets

o 421 profile visits

o 27 new followers
o 150 link clicks
o 12 retweets
o 28 favorites
o 2 replies
o 14.5K impressions
May 2015 (as of 5-8-2015)
o 33 tweets
o 180 profile visits
o 15 new followers
o 46 link clicks
o 1 retweet
o 8 favorites
o 2 replies
o 4.6K impressions
o 4.6K impressions
Totals
o 828+ tweets
o 2,197 profile visits
o 112 new followers
o 905 link clicks
o 69 retweets
o 159 favorites
o 23 replies
o 104.2K impressions

Interesting Facts
o More of our Twitter followers follow the Ellen Show (44%) than AAFIllinois
(16%) or TheDailyIllini (36%)
o 53% of our followers are in the state of Illinois
Instagram: As of May 4, 2015, there were 51 followers on the IllinoisMCS Instagram
page, and 9 total posts with 35 total likes/hearts. The Fall goal of 50 followers was
surpassed, but the Spring goal of 150 followers was not. This can likely be explained
by the lack of posting in Taylors absence (apologies).
Pinterest: As of May 4, 2015, there were 1,016 followers of the Career Services at
Illinois Pinterest page (an increase of 415 followers), and 357 followers of the Careers
in MEDIA board (an increase of 170 followers).
LinkedIn: As of May 4, 2015, there were 1,731 members of the College of Media at
Illinois LinkedIn group for an increase of 223 new members.
o Future Recommendations

Facebook:
o Future?
Is there any possibility of MCS using the Facebook again? If so, this page
would help direct students/alumni to more meaningful or important
content. Best used on a case-by-case basis.
Twitter:
o Link Clicks
Given the emphasis on providing links with a large portion of our twitter
posts, measuring link clicks seems like a more suitable way of measuring
the success of @IllinoisMCS tweets. Students may not be interested in
favoriting or retweeting posts from MCS, but what truly matters is
whether or not theyre reading the articles that are posted. Link clicks are
the best way for us to measure this.
o Twitter Chats
This was something that we planned on doing, but never really got around
to. If this is organized well and conceptualized in a way that makes sense,
it could be a nice opportunity. Promotion of this event must be
overwhelming to better assure participation.
o Continue to Include Links
Links allow MCS to better see that the content is being looked at.
Information is also beneficial to students.
Instagram:
o Dedicated Intern
Have a dedicated intern handle the Instagram account. This was what was
done first semester and it worked out very well. Due to the creative nature
of Instagram, the process can be a little bit more time intensive.

o Share all posts on Twitter

This was already being done, but continue to do so.
Pinterest:
o Update Boards
Audit all MCS content and see if there is anything that should be updated,
or could be added to make the Pinterest content more useful to students.
Promote this through Twitter and MediaMail.
LinkedIn:
o Alumni Hosting
I believe this was something that we discussed, but Im not entirely sure
what the outcome of this was. If there was some kind of alumni
engagement/content-based purpose to the LinkedIn group, this might
encourage students and alumni to follow the group.
Other Considerations
o MCS Communication Strategy
Review MCS Communication Strategy. Demographic numbers are
probably fine for a few more years. All goals are in need of updates.
o Q&A With MCS
Possible to recycle old posts at this point. Maybe write new ones if
something is particularly pressing.
o University Content
Deviate from career services content on occasion. Tweets or Instagram
posts related to homecoming, graduation, etc. help connect MCS with the
rest of the university and could potentially be retweeted by
@Illinois_Alma.
o Ideation Session
It sounds like the interns had a lot of ideas when they interviewed, but
taking the time to have a creative brainstorm might generate a few new
ideas.
Be sure to set goals based on the number of student interns on staff each
semester.
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