1. The document analyzes various social media metrics for the IMC SLC program including sentiment, influencers, volume, and content on platforms like Twitter, Facebook, YouTube, and Klout. 2. Sentiment was generally positive across most platforms with room for improvement in increasing positive tweets. Influencers included students, professors, and industry professionals. 3. Volume was steady on Twitter but low for other platforms, indicating opportunities to increase engagement. Popular hashtags and words generally related to the program. 4. Benchmarking found no dedicated presences for competing programs, giving IMC SLC an advantage in social media activity.

1. Met rics Maze Case Study
, 2012
sd ay November 27
Jesse Whale Tue

2. T ools Used
● Social Mention
● Klout
● Tweet Archivist
● General Observation

3. ent Analys is: Twitter
Sentim
Via Social Mention: Social Mention uses a scale of positive, neutral, and
negative to measure sentiment and a sentiment ratio measuring positive
mentions to negative mentions.
#IMCSLC: 21% positive, 0% negative, and 67% neutral with 21:0 ratio. This
means that the majority of the tweets that use the hashtag are neutral.
These neutrals can be turned into positives by generating tweets that
highlight the brand, such as tweeting about how awesome class was today
and why! Again, a 0% negative shows that our tweeters are focusing on the
positive, and representing the brand well.
@IMCSLC: 1% positive, 0% negative, and 42% neutral with a 1:0 sentiment
ratio. Similar to the use of the IMCSLC hashtag, the Twitter account also has a
lot of neutral tweets. However, the positive percentage is only 1% above the
negative. @IMCSLC could improve this percentage through using more positive
words more often such as good, or great.

4. ent Analys is: YouTube
Sentim
Via Social Mention: Social Mention uses a scale of positive, neutral, and
negative to measure sentiment and a sentiment ratio measuring positive
mentions to negative mentions.
IMC SLC You Tube: 3% positive, 0% negative, and 47% neutral with a 3:0
sentiment ratio. Seeing no negative sentiments is good for the brand. Another
positive is that when searching for IMC SLC on Social Mention, the student
videos come up which looks good for the brand as well.

5. t Analysis: Facebook
Sentimen
Via Social Mention: Social Mention uses a scale of positive, neutral, and
negative to measure sentiment and a sentiment ratio measuring positive
mentions to negative mentions.
IMC SLC Facebook Page: 0% positive, 0% negative, and 3% neutral with no
visible ratio. Just like my thoughts on improving Twitter, the Facebook
account could increase positive sentiment by sharing and posting more
content with keywords that are positive.

6. cer Analys is: Twitter
Influen
Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports
tweets based on hashtags or search terms.
#IMCSLC: Top users by tweet count who use the hashtag #IMCSLC include Jim
Elyot, Kathy Patterson, and Tanya Trombetta. We can take advantage of this
by retweeting the top users and mentioning them in our own tweets to ensure
they continue they are connected with the hashtag.
@IMCSLC: Top users by tweet count who tweet at the IMC SLC account include
Derek Wilson, Joshua Harston, and Andralyn LaFramboise. After checking my
own accounts on Twitter Archivist, I noticed that the top users were people
who recently interacted with me, meaning the "top users" isn't completely
accurate for an overall look. In order to keep up to date with who the top
influencers are, the stats should be checked weekly and continue to engage
with these specific users.
*The following slides have images that depict these results*

7. cer Analys is: @IMCSLC
Influen

8. cer Analys is: #IMCSLC
Influen

9. r Analysis: Facebook
Influence
Via Facebook, Klout & YouTube
Facebook: The average age of an IMC SLC Facebook fan is
between the ages of 18 and 24, with Kingston as the most
popular location. We can determine through posts and
logistics that professors and students are the key content
curators and users of this page, and thus the brand can
continue to engage students through relevant posts and
curated content. According to Klout, the IMC SLC
Facebook Page is influenced by Seth Godin, Mark Shaefer,
Junta42 CMI, and our own Lindsey Fair.

10. cer Analys is: YouTube
Influen
Via YouTube Channel Research
YouTube: Unfortunately, there aren't any influencers are the IMCSLC YouTube
channel. There aren't any comments on videos, and the last one was posted in
July of this year. It would be more evident if the brand used the channel
more often. An idea would be to post vlogs monthly and encourage shares on
the IMCSLC Facebook, Twitter, and website channels.

11. ume Analys is: Twitter
Vol
Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports
tweets based on hashtags or search terms.
#IMCSLC: According to the graph on the following page, the #IMCSLC is used
at a steady rate throughout last week with a skyrocketing number on Friday
the 23rd, a big decrease on the Saturday, and back up again on Sunday. These
metrics are helpful because we can search #IMCSLC on Twitter to see what all
the commotion was on Friday and potentially act on these results in the
future.
@IMCSLC: In comparison to the hashtag, the twitter handle wasn't mentioned
nearly as much last week. They were mentioned a total of 9 times. Unless
@IMCSLC were to retweet these tweets, we are unable to see who mentions
the brand and what they were inquiring about. This information would assist
in determining why mentions were so low, and what people were inquiring
about last week.
* The following slides have images that depict these results*

12. ume Analys is: #IMCSLC
Vol

13. lu me Analysi s: @IMCSLC
Vo

14. e Analysis: Facebook
Volum
Via Facebook Search
IMCSLC Facebook Page: Since the page
was created in March 2012, it appears
that there is constant interaction,
engagement, and content curation.
Users include current students,
sometimes alumni, and most commonly
professors. Likes, comments, and posts
are happening daily, which proves that
the volume of Facebook posts are
reaching its target.

15. ume Analys is: YouTube
Vol
Via YouTube Research
IMCSLC YouTube: It's obvious that with the most recent post being over 4
months ago, that the YouTube channel doesn't have any current volume. With
that said, their total video count is 10, and the most views were 540 - a video
that was posted 7 months ago.

16. tent Analys is: Twitter
Con
Via Tweet Archivist: Online to archive, analyzes, visualizes, and exports
tweets based on hashtags or search terms.
#IMCSLC: The most popular hashtags that are associated with #IMCSLC are
#2012hes, #TrendsTalk, #ChalkAboutIt, and #MCOM44. The most frequently
used words are currently media, students, mobile, and Trend Talk. This is
positive because all of these words are associated with the program and
what's relevant right now. This analysis is a good way to demonstrate to
follows what type of activities and content takes place around IMCSLC.
@IMCSLC: The most popular hashtag associated with @IMCSLC is #IMCSLC. The
most frequently used words are currently Marketing, OCMC, Team and Gold.
This is positive because it's evidence that our #IMCSLC hashtag is used
properly, and the frequent words highlight our recent success at OCMC.
*The following slide has visuals to depict these results*

17. tent Analys is: Twitter
Con
#IMCSLC @IMCSLC

18. nt Analysis: Facebook
Conte
Via Social Mention: Social Mention uses a scale of positive, neutral, and
negative to measure sentiment and a sentiment ratio measuring positive
mentions to negative mentions.
IMCSLC Facebook Page: The most popular keywords used within the IMC SLC
Facebook Page are: IMCSLC, Video, Center, and Greg. Just like Twitter, these
keywords also relate to the program and indicate some specific areas of
interest. This is positive because it highlights
some main features of our program such as the
course acronym, a major course such as video,
and the Greg Awards. The rest of the content
on Facebook includes valuable content that has been curated to relate to our
course.

19. Benchma rk Analysis
Via Twitter, Facebook, and YouTube Research
for Durham, Loyalist, and Humber
Twitter: Searching for advertising programs on Twitter from the above three
schools provided no results other than a generic Twitter account for Humber
College.
Facebook Page: Searching through Facebook provided the same results with
no specific pages dedicated to the course.
YouTube: Searching for YouTube also provided that there were no course
related videos for either of the schools mentioned above.
This information gives IMC SLC an upper hand as they are continuously active
on their Social Media channels and keep their viewers up-to-date with what's
happening in the program and community.