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SocI al Med Ia Monitoring Report Goals Evaluate which types of posts Evaluate which types of
SocI al Med Ia
Monitoring Report
Goals
Evaluate which types of posts
Evaluate which types of posts
1
Increase Number of followers
3
generate highest levels of
generate highest levels of
on facebook and twitter
user engagement
user engagement
2
Identify most popular
4
Discern whether prsa social
content among users
media aligns with user patterns

objectives

Target audiences

To Increase user engagement by • current prsa members 15 percent by the end of 2015.
To Increase user engagement by
• current prsa members
15 percent by the end of 2015.
• prospective prsa members
• pr industry leaders
To Increase amount of followers on
• individuals
each platform by 15 percent by the
• firms
end of 2015.
Current stats
32,150 FB followers
87.6K twitter followers
.682 fb posts/day
8.727 tweets/day

Date range

October 20- November 10, 2015

Facebook

15 total posts, 861 total likes, 151 total shares, 9 total comments

Theme Frequency

14% 20% 13% 13% 40% PRSA Administration PR Industry Insight PRSA ICON PRSA Awards PRSA Brand
14%
20%
13%
13%
40%
PRSA
Administration
PR Industry
Insight
PRSA ICON
PRSA Awards
PRSA Brand

Content Frequency

Photo 7% 7% 13% 13% 20% 40% Other external link Link to PRSA newsroom Link to
Photo
7%
7%
13%
13%
20%
40%
Other external link
Link to PRSA
newsroom
Link to
ComPRehension
Link to PRSAy.org
Graphic
 

User Engagement Based on Theme

 

PRSA Brand

5 136 343+ 0 1 22 1 9 218 1 1 8 3 3 103
5
136
343+
0
1
22
1
9
218
1
1
8
3
3
103

Comments

Shares

Likes

PRSA Awards

 
 

PRSA ICON

PR Industry Insight

PRSA Administration

0

50

100

150

200

250

 

Number of Actions Taken

 

User Engagement Based on Content

 

Other link

1 4 62 1 0 73 0 0 3 0 2 16 2 5 28
1
4
62
1
0
73
0
0
3
0
2
16
2
5
28

Comments

Shares

Likes

117 343 364
117
343
364
 
 

Link to PRSA newsroom

Content

Link to ComPRehension

Link to PRSAy.org

Graphic

Photo

 

0

20

40

60

80

100

Number of Actions Taken

What this means

• Most frequent theme:

International Conference.

• Most “liked” theme focused on the PRSA Brand (#MotivationMonday and a carved pumpkin for Halloween). • Most frequent content was

photos, which aligned with the most liked content among users. •Most shared content, however, was the motivational graphic.

•PRSA Newsroom appeared most frequently among affiliates and was most liked among users. •PRSAy most shared among users.

Quick facts

• Most likes: 343

• Most shares: 117

• Most comments: 3

5 Female : 1 Male Commentator

53.33% posts used a hashtag–

most popular was #PRSAICON.

Median Likes/Post: 22

Median Shares/Post: 1 Average Comments/Post: .6

*activity skyrocketed with coverage of the twitter international conference, thus a smaller sample of tweets from
*activity skyrocketed with coverage of the
twitter
international conference, thus a smaller sample of
tweets from 11/7-11/10 were monitored
Content Frequency
Theme Frequency
0% 2%
Photo
Member
Appreciation
5%
13%
8%
Video
8%
PR Industry
Graphic
Insight
ComPRehension link
13%
PRSA
40%
PRSAy link
28%
Administration
44%
Non-ICON event
other link
15%
PR Instagram
Other
PRSA newsroom link
17%
2%
5%
PRSA ICON
Promo
User Engagement Based on Content
What this means
4
PRSA Newsroom
38
Replies
32
0
PRSA Instagram
3
RTs
• ComPRhension appeared
2
2
Other link
25
Likes
12
1
PRSAy link
17
10
most frequently and was
the most popular site
among users.
1
ComPRehension link
60
• ICON promotion
53
dominated frequency and
1
Graphic
48
55
1
Video
11
13
0
user interaction, with
industry insight coming in
second.
Photo
0
1
0
10
20
30
40
50
60
RTs & Quick facts
Number of Actions Taken
User Engagement Based on Theme
• While the PRSA accounts
rarely posted photos, the
majority of its RTs were
7
photos.
PRSA ICON Promo
144
151
2
Non-ICON Event
7
6
• Most RTs focused on
ICON and administrative
themes.
0
Other
32
33
Replies
0
PRSA Administration
29
Pre-Conference Avg:
49
RTs
2.941 Tweets per day
1
PR Industry Insight
143
99
Likes
1
During Conference Avg:
Member Appreciation
12
25
35 Tweets per day
0
20
40
60
80 100 120 140 160
Number of Actions
People’s choice 343 Likes 117 Shares Hmm– Comprehension was least popular on FB, but the most
People’s choice
343 Likes
117 Shares
Hmm–
Comprehension was least popular on FB, but the most popular on twitter.

recommendations

facebook

  • 1. Facebook users engage far more with

content focused on the PRSA brand/member appreciation than any other theme. PRSA should inject warmer,

friendlier content aimed at its target audience of members to drive engagement.

  • 2. Continue posting photos to drive likes,

but post more graphics to drive shares.

  • 3. Commentators are relatively scarce. Try

posing more questions in posts to strike

a conversation, especially with the target audience of industry professionals.

  • 4. There are many PRSA affiliate sites,

some more popular than others. Trim down the less popular sites like ComPRehension to keep it simpler and more user -friendly.

twitter

  • 1. Posting repeat content (same article,

different phrasing) does NOT result in

higher engagement. Eliminate that over- posting practice.

  • 2. Hosting the International Conference

significantly drove up the amount of followers. Now is the chance to keep them

engaged by feeding their interests:

industry insight, articles on ComPRehension and eye-catching graphics.

  • 3. The PRSAy blog is the least popular

affiliate. Either weed this platform out, or

create more appealing content .

  • 4. Post more graphics! These are

scarcely posted, but loved by users.

  • 5. Engagement and frequency align perfectly

in relation to theme. Keep it up!