Quantitative Content Analysis of Clark University Social Media Publicity

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Method

The data was collected on Clark Facebook page from May 1st to May 31st 2016. During that period I managed to collect 55 posts that were published on the Facebook page of Clark University in order to determine how many fans Clark had, what information was communicated on the page, the use of photos and videos, the level of engagement and whether the site generated feedback.

Content analysis

During May 1st to May 31st 2016, Clark issued 55 posts on Facebook, including 96 photos and 37 links.

Graph 3: Number of posts per day

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Graph 3 shows how many posts Clark had per day during last month. We found that Clark’s communication on Facebook was regular or consistent. 28 out of 31 days was active. Only 3 days was silent. The average number of posts is 1.77, almost 2 posts per day. An active Facebook page sends a signal that Clark cares about social media communication. The coherent communication and online presence is good for building quality and long-term relationship with people who liked the page.

Graph 4: Type of posts

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Graph 5: Type posts and likes

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Regarding the type post, we found that 51% of all published posts were status updates (Graph 4) which received 39% o all likes on Clark’s page (Graph 5). The second most common posts were links to different websites, 43%, which get the most likes, 56%. 4% of posts were photos but received 9%, which indicate that photos are more likely get likes. During this month, there was only one video published (26 likes).

Graph6: Types of Facebook content

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Graph7: Response for different types of Facebook content

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According the key objects of Clark marketing mission, I classify the content on Clark’s Facebook into four types: institutional identity, campus events, research and scholarship, alumni engagements. Regarding the content classification, we found that the most common posts were about camps events, 42%, and they also got the most likes. From the graph, we can find that Clark has a good balance with the four types of content, which well conveyed the five key objects of Clark marketing mission.

Interactions

During May, on Facebook, Clark received 4,569 likes, 339 shares, and 87 comments.

Concerning the comments and likes towards posts that Clark published, it is obvious that followers want to express their opinion. The number of likes on only one post reached up to 718 likes (16% of total number of likes), 16 comments (18% of total number of comments), and 147 shares (43% of total number of shares).

Unfortunately, Clark only replied 2 of the 87 comments. It is evident that the interaction between Clark and followers is not active. Clark uses Facebook as a tool for informing followers and just sharing information without engaging in a dialogue.

Conclusion

Based on above data and analysis we can conclude that Clark has multiple social media platform for publicity. Clark has a regular or consistent presence on Facebook and has a good star-rating (4.6 out of 5). The coherent communication and online presence is good for building quality and long-term relationship with people who liked the page.

The main type of Clark’s Facebook posts are status update and links, which got the most of likes and comments. Also, Clark has a good balance with the four types of content- institutional identity, campus events, research and scholarship, alumni engagements, which well conveyed the five key objects of Clark marketing mission. However, Clark has low interactive with follows. Clark uses the Facebook mainly for informing events or research news, not in the way that brands use Facebook – to engage and to inform. Facebook is just one of the many communication platforms that gives opportunity to colleges to share information and get feedback from students or faculty. In order to gain students and alumni’s attention, trust and support, colleges need to get students involved, contribute and participate. Besides the simple sharing of information (or simple posting photos) colleges need to start a dialogue with their fans.

References

- http://www.clarku.edu/fast-facts

- https://www.wpi.edu/about/facts.html

- Curtis, Sophie (2013) Facebook 'tests star rating system for Pages, http://www.telegraph.co.uk/technology/facebook/10435114/Facebook-tests-star-rating-system-for-Pages.html

- Chartered institute of Public relations - CiPr (2012) Share This, pp. 61-69 in Waddington, Stephen (ed.) Chapter 7: Facebook - A Way to Engage with Your Audiences. london: Wiley & Sons ltd.

- Manago, Adriana m., taylor, tamara and Green eld, Patricia m. (2012) me and my 400 Friends: the Anatomy of College Students’ Facebook networks, their Communication Patterns, and Well-Being, Developmental Psychology, 48 (2): 369-380.