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The Benjamin Family Social Media Fellowship
Fall 2016Lauren Brodeur, Casey Clark, Frank Congiusta,
Evan Daigle, Carolina Lima
AgendaI. Meet the Fellows
II. Our Mission III. Achievements IV. Posting ProcessV. Position Reports: Competitive Analysis,
Community Management & Keyword Research VI. Facebook/Instagram Ads
VII. Weekly Campaigns VIII. Our Best and Worst Performing Posts
IX. Battle of the PostsX. Plans For The Future & Our Ultimate Goal
XI. Recap
Meet the FellowsLauren BrodeurChief Content
Officer
Casey Clark Editor
Frank Congiusta Analyst
Evan Daigle Brand Journalist
Carolina Lima Community
Manager
Our MissionGoal #1: Leave a legacy and ensure that the
fellowship is a long-term program
How?· Embrace our differences· Develop long-term friendships with each other· Promote the program· Create content that we are proud of· Be present and active in PCSB events· Demonstrate evidence of engagement in the content produced· Balance formal and informal representation· Train and select the next group of fellows
Goal #2: Strengthen our skills, knowledge, and confidence
How?· Venture into each other skill sets and roles
· Mentor our peers· Judgement-free zone – all questions and comments are accepted· Be open to feedback· Examine our knowledge and comfort with various skills periodically· Be adaptive and mindful of each other’s working style and schedule
Achievements ● Materials to guide future fellows
○ PCSB voice ○ Posting process○ Editorial calendar ○ Content checklist ○ Negative comment diagram ○ Framework of reports
■ Keywords, competitors, community, and analytics
○ Photo database for PC community and future fellows
○ Created targeted Facebook Ads
PCSB Brand Pillars
Editorial Calendar
Twitter Analytics
Facebook Analytics
Brand Pillars- Important to make sure that the majority of our content is connected to our
three brand pillars- Content calendar is used to determine which posts are related to
collaboration, versatility, and fulfillment- Goal → 70% of content to be related to brand pillars- As of right now, 83 of 125 posts are related to the three brand pillars, and we
feel like this can improve moving forward
Competitive Analysis1. Choose one school and one of their social platforms to analyze.
2. Summarize objectives for your analysis. - What do you hope to get out of this to
apply to the PCSB platforms?
3. Aesthetics of profile picture, cover photo, bio- 1st impression, voice
4. Frequency of posts
5. Things they do that we don’t- How could we make it our own, utilize these ideas for
our benefit?
6. Things we both do- How do we compare?
Competitive Analysis 1. Villanova School of Business Facebook
2. Objectives
3. Aesthetics - much more clear and attractive
4. Frequency - at LEAST one post a day. Multiple posts each day as well (2-5)
5. Things we both do - Highlight professor research work, student achievements, alumni. Tagging people in their posts, promoting events, posting pictures of events
6. Things they do we don’t - #TriviaTuesday, #HumansofBartley, Snapchat Geofilter Competition, taking advantage of “national days”
Community Manager ReportListening and Engaging with Stakeholders● Students and alumni are the people who mention PCSB the most online● Clicking on PC-related hashtags opens up opportunities for engaging● It is easy to enter online conversation, but very difficult to get people to
engage● Key hashtags:
○ #PC100○ #PCBiz○ #FriarFall
○ #Friartown
*Luckily nothing negative has appeared on our platforms this semester
Keyword Research● Main sources:
○ Google Analytics○ Google Trends
● Data was pulled twice this semester
● Our goal for next semester is to pull data once or twice a month
Keyword Research & Recommendations for Posts● Key Findings:
○ Term Searched: Business Education○ Relating to the term:
■ Business Insider■ Skype for Business
■ Business Analytics
■ Education 2020
○ Business Insider:
■ Millennials (Topic)
■ Résumé (Topic)
■ Harvard Business Review (Magazine)
○ Term Searched: MBA○ Relating to the term:
■ Quantitative analysis (topic)■ MBA Rankings
○ Term Searched: Internships○ Relating to the term:
■ Summer 2013-2016 Internships
■ Internmatch■ Glassdoor (website)■ Recruitment (topic)
FacebookAd
Facebook/Instagram Ad
Weekly Campaigns
Motivation Monday● Posted on Instagram and occasionally
Facebook● Not used every week ● Purpose is to encourage students to work
hard and strive for success throughout the week
● Hashtag: #MotivationMonday
Construction Updates● Posted to Instagram and Facebook
○ Twitter on occasion● Used every week ● Purpose is to update students who may
not walk by the building every week and alumni who are not on campus to see the change
● Hashtags: #TheRoadToTheRyanCenter and #PCBiz
To Diversify our “Construction Updates” we tried using Instagram’s “Boomerang” feature. The content was a truck working with a pile of gravel and it received 210 views.
Throwback Thursdays● Posted on Instagram and Facebook every
Thursday● Purpose is to highlight the College’s
Centennial year through the lense of the business school
● Hashtags: #APartOfHistory, #FriarFamily, and #PC100
Internship Spotlights● Posted to Instagram, Facebook, and
Twitter every Friday and Saturday○ Twitter: Link to blog with a picture○ Instagram: Artsy picture about the
internship○ Facebook: A more formal picture is used
with a link to the blog● Hashtags: #PCBiz
○ No specific hashtag is used○ Plan to create one
Our Best and Worst Performing Posts
The Best:Facebook
● Sponsored posts (large reach, great engagement)
○ Organic reach -○ Paid reach - ○ Post clicks -
● There are plans for future posts to be sponsored.
● Unsponsored posts vary in engagement● Video seems to work well
● Artsy Pictures are always better● Create something eye catching● Always consider “would you like this if
you scrolled upon it”
● More text/information based● Always try to have something someone
will stop to read.
The Worst:Facebook
● Knowing audience is key● Appeal to the users● Know that not everything will be a hit
● Unappealing images will be passed by● Do not make things that are not ads look
like ads
● Something may not be right for one platform
● Internship campaign is extremely successful as a whole
● Did better on Facebook and Instagram
Battle of the posts: Instagram
VS
Battle of the posts: Twitter
VS
Battle of the posts: Facebook
VS
Plans for the Future ● Utilizing video
○ Content ■ Friar Dom tour■ Student competition
○ Technology ○ Communication
○ Timeline
● The opening of the Ryan Center○ Tons of opportunities
■ Countdown ■ Facebook ads & boosted posts ■ Geotag competition ■ Instagram contests
Our Ultimate Goal ● Beyond Quantitative Data
● Create a Sense of Community
○ Current & prospective students ○ Alumni & PCSB family members ○ Faculty
● Engagement
○ Affiliates are comfortable engaging on our platforms
○ Proud of our content and WANT to engage
RecapIn 5 months PCSB social media has grown tremendously.
Contributions have been made to Providence College and future Benjamin Family Social Media Fellows.
We have all grown and developed our skills as well as learned new skills.
With continued guidance we can continue to enhance the PCSB social media experience.
