FIU Social Media

Carla DegenSilvana DominguezAmy PudseyNelly Reyes

Who we are

Florida International University is Miami’s first and only public

research university. The institution was founded in 1965 and ever

since it has provided excellence in its programs ranging from

bachelors, masters, and doctoral degrees. Being worlds ahead is

what we are known for and we intend to live and breathe this

statement starting from our local to global community.

LinkedIn SWOT

Strengths Weaknesses Sorts all the information in a user

friendly and organized way Where alumni live What fields they work in

Vast network of over 100,000 professionals

Provides important information about school population, admittance rate, graduation rate etc

Has a section of Notable FIU graduates which is very informative

Shows what majors were studied by the alumni and current students of FIU

Alumni did post positive recommendations

Doesn’t have a custom URL https://www.linkedin.com/edu/school?id

=18093&trk=edu-cp-title

Doesn’t create content/no engagement. It would be nice to see some

interaction sparked by a comment from FIU on the LinkedIn page.

General information should include the fact that FIU is an International University. Add some different countries where the

students/alumni come from not just where they live right now

No information about extracurricular activities. Should maybe briefly mention sports

and other activities that the university offers

Opportunities Threats Could use the vast amount of

connections to host on campus networking events for students/alumni on LinkedIn.

Could make use of their network to participate in/sponsor events that benefit the community.

Could share research from professors to LinkedIn community.

Could ask for donations for campus projects on LinkedIn.

Could create blog posts about FIU news.

Could use LinkedIn to recruit foreign exchange students.

Privacy issues Online marketing might

be more effective through other social media sites.

Getting negative comments/recommendations.

Not getting users engaged after posting blogs or discussions.

Strategy Analysis

The purpose of LinkedIn for FIU is to connect current students with alumni and other current students. Target audience are students/alumni who use

social media to find jobs or who are interested in higher education.

FIU has a big network on LinkedIn which is great. However they should create status updates and content.

Instagram

Instagram Overview

Handle: fiuinstagramNumber of Followers: 18,000Number of posts: 1352**Active since: December 2014

** Information was gathered 9/23/2015

Instagram Most Liked

Instagram SWOT

Strengths Its focus is more “relaxed” compared to its

other social media. Its directed towards students through a personal level.

It is active (at least 2 posts a day) Intrigues the student to explore the university. Encourages feedback from followers. Visually appealing

Weakness Not verified by Instagram!

Compared to its other accounts it has very little followers.

Its target market is “student only”

They are not answering to comments/no engagement with followers in the comments.

Very little variety in material (pictures get repetitive).

There is no cross promotion of other social medias.

Opportunities Post more diverse material. Instagram is free

publicity! Exploit the opportunity to advertise events in other departments. It is one school!

Use more hashtags for more exposure. Create a post where it invites students to join our

other social media. Provide a link to our website to increase traffic. Create intrigue with prospective students. Have contests to increase engagement.

Threat It is public; meaning very little safety. High competition with other schools

(UM/UF/FSU) Can only be managed through mobile devices. Innovation to keep followers. Negative feedback.

Strategy Analysis Florida International University’s purpose of an

Instagram is to create diversity in their social media. Unlike LinkedIn and its Twitter, Instagram is the university’s opportunity to show their “fun and human” side. It focuses more on the day to day in the university with a focus on the student.

What the school does need to increase is creativity and engagement with the followers. We are a school of more than 50,000 students and we have only reached 36% of them.

Facebook SWOT

Strengths Weaknesses Personalized URL Posts daily Current interesting and

informative content Interaction from users Positive review rating

4.6/5 Page likes are increasing Email signup tab

Does not currently use events feature

Does not keep milestone feature up to date

About section is not very detailed

Little interaction from page with users

Only links to official website, no other FIU social media

Opportunities Threats Link to other social media

accounts to increase exposure

Use the events feature to promote school events

Update milestones feature to highlight important occasions

Can tag students in pictures to increase number of photo/page views

Students may become disinterested once they graduate or transfer

Competition with other Colleges and Universities

Users can post negative reviews and comments

Not all fans see content that is posted Facebook wants users to

pay to reach more people

Strategy Analysis The purpose is to inform users of events and news.

Target audience is students, staff, alumni, and parents who like to know what is going on at FIU. They use Facebook for fun and want interesting content.

The FIU Facebook page is posting a lot of interesting content on a daily basis. They have a large number of likes which is increasing.

The FIU Facebook page needs to use more of Facebooks features (such as events and milestones) to promote themselves and their highlights.

Twitter SWOT@FIU

Number of Followers: 24.1K

Number of Tweets: 18K

Active Since: May 2009

*Information gathered on 10/1/2015

Strengths Weaknesses Great coverage of current news involving

the university.

Displays a variety of information of all parts of university.

Very active! 30+ Tweets/Retweets daily.

Tweets are current and relevant. Tweets aren’t about outdated

information.

Cross promotion among other FIU accounts.

Amount of followers are low. In the year 2014, FIU has 50K+

students enrolled and they only have 24.1 K followers.*

Not a very large reach (voice isn’t being heard).

Not much engagement with followers. Person to Person strategy.**

Interactions aren’t human or authentic. Spitting out information.*** The account is treated very much

like a bulletin board and very little conversation between followers.

Information does not flow. Tweets are very sporadic.

Opportunities Threats Usage of hashtags.

Increases exposure.

New way of reaching out to potential incoming freshman and transfer students. Twitter is global and can reach

potential students from around the world.*

Fun way to network with businesses. Whether it is for sponsorships or

career fair opportunities, there is a high chance to reach out for opportunities with other businesses.

Integrate with other social platforms.

If boring and not really active, followers may unfollow the account.

Trying to keep interesting content posted.

There’s competition with other universities Other universities, such as UF and

FSU, have more followers and have a larger potential reach.

Can only be managed through mobile devices.

Success is dependent on followers.

Strategy Analysis Florida International University’s purpose for having

a Twitter account is to engage the FIU community with events, promotion, and real time news that involve FIU. The target audience is faculty, staff, alumni, students,

and the FIU community as a whole.

FIU has done a great job with always providing content throughout the day and not just during a specific time period.

FIU can improve the account by engaging and creating relationship with their followers. Make it more personal.

References 10 benefits of social media for business. (2014, July

25). Retrieved September 25, 2015.

Carlson, N. (2013, December 30). This Irate Cookbook Author Represents A Swelling Threat To Facebook's $6 Billion Ad Business. Retrieved October 20, 2015.

Florida International University. (n.d.). Retrieved September 24, 2015.

Florida International University Analysis and Information Management (2014) Quick Facts. Retrieved October 1, 2015 <http://opir.fiu.edu/quickfacts.htm>

References Florida International University Facebook. (n.d.).

Retrieved October 20, 2015. Mark Schaefer (2014, January). Social Media

Explained. Retrieved October 1, 2015. (pp. 11-25) Ross, T. (n.d.). Challenge LinkedIn. In Social Media

Mastery (pp. 498-557). Social Media Keynote Speaker | NRF 27,600

Attendees (YouTube)https://www.youtube.com/watch?v=MycwTmJJ2IM#action=share

Twitter (2015). Retrieved October 1,2015 <https://about.twitter.com/>