Engaging and interacting with our online community is a top priority for us. We are fortunate to be a team of three. That allows us to work across a variety of platforms and offers us the opportunity to prioritize back-and-forth interactions with Carolina students, parents, alumni, faculty, staff and fans.
That’s why we were eager to see this case study from Meltwater a few weeks ago about “True Engagement Measure.” Meltwater calls itself “a media intelligence company who provides media monitoring and social media monitoring to help companies grow and build brands.” So while there are myriad rankings of higher ed social media accounts out there, we took special interest in this one as it weighed 150 universities’ inbound mentions, engagement on outbound posts, as well as dozens of other data points — and not just because the ranking placed UNC’s Twitter as the most engaging higher ed account out there!
The case study revealed some interesting information about the types of tweets the most engaging universities send — both in terms of subject matter and whether the 140-characters consist of replies, retweets or original content.
Meltwater also conducted a case study of our Twitter activity throughout April, when the Tar Heel men’s basketball team made a run at the national championship and our social media team launched our #UNCSpring photo contest. Here’s a look at the way Meltwater broke down the kinds of content we tweeted, and how the company found that our account was eight times more engaging than that of the 10th place university.
We’re proud of this recognition from Meltwater and we’re excited to grow our engagement efforts as a new school year approaches. Part of what we’re up to this summer includes finding new ways to interact with our online community, particularly our vibrant and active students.