The document analyzes the digital brand of the Integrated Marketing Communications program at St. Lawrence College. It summarizes sentiment of posts about the program on Facebook and YouTube. It finds sentiment to be mostly neutral or positive. It benchmarks the IMC digital brand against those of competing programs at Queen's University and Humber College. While the IMC brand holds its own, it needs to continue engaging students and faculty to stay competitive with programs like Queen's and Humber that currently have stronger digital presences. The digital brand is in a good position but should avoid complacency and explore using new social media platforms.

1. Nikolas Yuen

2.  Klout
 Twitalyzer
 Tweet Archivist
 Sentiment140
 Social mention*

4. • Measuring Sentiment is difficult, as the Facebook digital brand
is used more as a means of giving the faculty and students a
way to stay in communication as well as discuss upcoming
events.
However, there are some commendatory posts in regards to
success that students within the program have had, so there is
something of a positive lean in regard to sentiment.
• 2% reach means that we still do have a small degree of
influence. This is Further compounded by the brand’s Klout
score of 42.
• At the moment however, IMCSLC has not joined Klout, and so I
recommend doing so to better measure influence.

6. -Sentiment for the brand seems to be mostly
neutral with a positive lean.
Out of a total of 65, 57 remain neutral while 8
have a positive sentiment towards the IMC digital
brand.
-The Youtube channel carries a 37% reach in terms
of its influence.

7. -Looking through the top keywords and users, some
of the content discussed in the course seems to end
up discussed on the YouTube channel.
-In addition, instructors, and some of the influential
students in the program are among the top users on
the channel.

9. • Sentiment for the @IMCSLC Twitter profile has been
uniformly positive.

10. As far as influence goes, the @IMCSLC Twitter profile
has 240 followers.

11. The @IMCSLC Twitter channel sees the same kind of usage as the
Facebook channel, wherein students and faculty post course-relevant
information, send updates as well as the occasional missed-bus
advisory, and engage in conversation during events such as TrendsTalk.

12.  As mentioned above, The @IMCSLC Twitter channel
has seen a lot of use as the college hosts and
spectates events such as TrendsTalk and the World
Business Forum. In addition, curriculum-based
events such as Flash mobs and presentations also
see use of the Twitter feed as a means to engage
and post relevant information.

13.  Comparing the IMC digital brand against that of
other colleges and Universities, St. Lawrence has
put a good deal of effort into their Social media
platforms, using a combination of different
channels including Facebook, Twitter, and
Youtube.
 Just about every major college in Ontario has
social media channels, but St. Lawrence is among
the few that have one dedicated to their
Advertising program.
 However, those among the competition that also
have dedicated Social media platforms for their
schools of business include…

14. IMC Digital Brand – Benchmark Analysis

15.  Right away, this is a serious contender for IMCSLC. Compared
to St. Lawrence’s 229 likes, Queen’s University has 1051 likes,
roughly five times that. However, IMCSLC isn’t outclassed.
Going by how much engagement is generated by each,
Queen’s University barely manages a lead with 30 people
talking about the digital brand to IMC’s 29.
 In terms of influence, both digital brands have a reach of 54%.
However, Queen’s still has a passion rating of 46%, 5 more
than IMC, as well as a 5 point lead in terms of positive-leading
sentiment.
 In all, Queen’s University’s influence as well as Kingston
location make it a very key competitor to St. Lawrence
College’s IMC digital brand.

16. IMC Digital Brand – Benchmark Analysis

17.  Another competitor in the digital realm for IMCSLC is
Toronto-based Humber College.
 Starting with the Youtube Channel, IMCSLC has a
slightly higher level of sentiment with 1 positive and
45 neutral for a total of 46, compared to Humber’s
total of 18 neutral, as well as 54% reach to their 8%.
However, Humber’s 77% passion rating outdoes IMC’s
41% by a clear margin showing that the discussion of
the brand is style very strong, even if not as populous.

18.  Much like Queen’s, Humber College is another serious contender in
terms of their Facebook platform. The Facebook digital brand has
468 likes and has no lack of marketing/advertising-relevant content
being posted.

19.  Looking at the competition, the IMCSLC digital brand is holding its own
against the best and standing tall above the rest. As mentioned earlier, there
are many colleges with Advertising programs that are not using social media
platforms. It can’t be stressed enough that Social is an important facet of
advertising as well as marketing, and this is something that programs should
be taking advantage of, something that our digital brand seems to have had
the foresight to do.
 As for the Digital brand itself, IMCSLC needs to be able to keep up with other
programs like those of Queen’s University’s and Humber’s Marketing
program. It needs to be able to continue to find new ways to engage the
students and faculty of the IMC program with new and relevant information
that pertains to the ever-evolving industry.
 The brand happens to be in a good place right now, but it should take care
not to get complacent and fall behind. That means finding new ways to use
the Social media platforms that it has, as well as finding new Social media
platforms that its students and faculty are beginning to use. Who knows, we
may end up having an IMCSLC pinterest or instagram channel in the near
future.