Want more AI? Register for the AI Engage Summit - online edition | Oct 29-30, 2024

Save Your Spot
EP
September 23, 2024
Live from HEW: Social Media Analytics

Social Media Analytics

Or listen on:

About the Episode

About The Episode:
In this live episode from HighEdWeb, Mallory Willsea speaks with Shuchita Poddar, Communications Coordinator in the Office of Admissions at the University of Iowa. Shuchita shares her first-time experiences at the HighEdWeb conference and dives into her upcoming presentation on social media analytics. She offers valuable insights on how admissions teams can leverage data to optimize content and engagement across platforms like Instagram, Facebook, and X (formerly Twitter).

Key Takeaways

  • Social media analytics are crucial for understanding audience engagement and content performance.
  • The engagement rate per post by followers and the engagement rate per post by reach are two essential metrics for evaluating content.
  • User-generated content and campus-related visuals tend to perform best during certain times of the year.
  • Monthly reports that break down metrics into specific categories (e.g., athletics, campus scenes) help inform future content strategies.
  • Don’t be afraid of data—it’s critical to understanding your content's effectiveness.

Episode Summary

What is Shuchita's presentation about, and what should attendees expect?
Shuchita's presentation at HighEdWeb focuses on social media analytics, specifically how to make the most of the data that admissions teams collect. She encourages social media managers to understand what keeps their audience coming back by focusing on three key areas: gathering user-generated content, leveraging Instagram Reels, and engaging actively with their audience. Since Instagram's algorithm now prioritizes engagement, understanding how to boost it has become crucial for higher ed marketers. This session is a must-attend for anyone wanting to optimize their social media strategies using simple, data-driven steps.

How can overwhelmed social media managers stay focused?
Shuchita acknowledges that managing social media, especially for admissions, can feel overwhelming, particularly with the sheer number of platforms and tools available today. Her advice? Take a step back and disconnect if needed. It's important to avoid burnout, especially if social media plays a large part in both professional and personal lives. The key is to focus on the metrics that matter most—engagement rate per post by followers and by reach—rather than getting lost in endless data points. By breaking down metrics and focusing on user-generated content, campus visuals, and seasonal trends, marketers can make more informed decisions without feeling overwhelmed.

What metrics should higher ed social teams focus on?
Shuchita uses two core metrics to evaluate the performance of her content: engagement rate per post by followers and engagement rate per post by reach. Engagement by followers helps determine how the audience interacts with a post about the number of followers at the time of posting. This is especially useful for gauging the success of campus-centric visuals, athletic posts, and user-generated content. Engagement by reach, on the other hand, focuses on how well posts like deadline notifications or important updates perform in reaching a broader audience, even if engagement isn’t as high. By keeping track of these metrics, social media teams can better assess what content works and adjust their strategies accordingly.

How does Shuchita use benchmarks to guide her social media strategy?
Shuchita's approach is a mix of internal and external benchmarking. Internally, her team at the University of Iowa has built benchmarks based on the past two years of data, giving them realistic goals for engagement and content performance. Externally, she keeps an eye on industry standards from platforms like Hootsuite, Rival IQ, and Sprout Social. These external benchmarks help her understand where her institution stands in comparison to broader higher education trends. Although the University of Iowa’s account may be smaller than some industry averages, these comparisons offer valuable context, allowing her to refine her strategy.To dive deeper into social media analytics and how to use them effectively for higher education marketing, listen to the full episode of The Higher Ed pulse. Shuchita's expert insights are a must-hear for anyone looking to fine-tune their social media approach in higher ed.

Connect With Our Host:

Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.

People in this episode

Host

Mallory Willsea is the Chief Strategist and Producer of Enrollify — higher ed’s largest and most trusted podcast network - and host of The Higher Ed Pulse.

Interviewee

Shuchita Poddar

Shuchita is the communications coordinator for the University of Iowa's Office of Admissions.

Other episodes

Ep. 63: Uncommon Insights: AI, Creativity and BrandPlay Button
Ep. 63: Uncommon Insights: AI, Creativity and Brand

In this wide-ranging episode, Jaime sits down with Grant to talk about AI, collaboration, creativity, brand building, and more.

Episode #21: Election 2024: What’s Next for U.S. Higher Ed Policy?Play Button
Episode #21: Election 2024: What’s Next for U.S. Higher Ed Policy?

Ray Lutzky and Dan Currell demystify the world of Federal financial aid policy and the future student aid.‍

Episode 43: Navigating the Future of Higher Ed Marketing: Segmentation, Privacy, and the Power of PersonalizationPlay Button
Episode 43: Navigating the Future of Higher Ed Marketing: Segmentation, Privacy, and the Power of Personalization

Erin Ward from NextGrad discusses higher ed marketing challenges, focusing on reaching Gen Z and Gen Alpha students in a world with data privacy and personalization demands.

Pulse Check: The Future of Student Search - Part 5Play Button
Pulse Check: The Future of Student Search - Part 5

Heather Daniels, Executive Director of Admission at Colorado State, shares insights on how CSU has revolutionized its student search approach.

Ep. 5: Unlocking Potential with Jules WhitePlay Button
Ep. 5: Unlocking Potential with Jules White

Jules White and Brian Pipe discusses the real-world applications of AI for higher ed administrators, from custom GPTs to campus-wide AI platforms.

Weekly ideas that make you smarter

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Subscribe
cancel

Search podcasts, blog posts, people