 Good morning everyone, and thank you for tuning in to our campus USA training session number three. This is the first of the analytics series This program will have a bit of homework. I hope you're prepared Are you prepared? I am. So Katie, Katie works really nice. He's actually really mean. I'm gonna give you a ton of homework now It's not gonna be that bad But the next session after this will be on March 10th at noon EST And we do ask that you try to schedule a bit of time to work on what she's gonna ask you to do Before that next session. That's why we have it based a week apart So Katie if you want to get us started tell us a little bit about analytics. What do we need to know? Okay, great So my name is Katie Valin. I work in the office analytics here at IEP and I work with Campus USA on their analytics What I'm hoping to do today is to Uh Then the first half of the session just going over what you're going to need to do for the homework And this will set you up for our second analytic session next week And then the rest of the time we'll talk about some tools that you can use on Twitter and Facebook and we will have time for Google as well and these will help you learn a little bit more about your audience So we're gonna dig in a little bit more next session on what your particular Analytics is telling you but this first half is going to help you set up for social media data So we can do that analysis for the second session We're gonna start and go ahead and look at our Facebook data to begin with and so what you're going to need to do is log Into your Facebook account and then go to your insights tab And this is going to Give you kind of a dashboard of your social media analytics But what we want to do is actually download all that data So you're going to go to the top of your Facebook page We'll click export which is going to bring up this export insights data box And so we want to download our post data So you need to make up collection here on the side of the box for post data and Then it's like a data range The goal is to have at least 100 tweets to tag because we'll give you a big enough data sample to draw some conclusions from So I would suggest maybe downloading your data for the past three months But you can either shorten or lengthen that time frame depending on how often you're posting So you'll make that a collection here in your date range box, and then you'll just need to click export data And this only works for Facebook pages, right? Do you do does anybody out there still use a Facebook profile instead of converting it to a page? There any comments in the chat roll? Okay, so good. I'm assuming that everyone else out there has already moved over to using a page and not to a profile Why is that important? Why do you have to use a page instead of sending a thing where you get friends? Well, this is the better Your And it also allows you to sort of track and see how your content is actually doing whereas if you're just posting it on your profile You don't really know where that goes All right, so once you download your Excel file and open it up You're gonna get something that looks a little bit like the physical spreadsheet. Well, it's scary to me by the way It's totally not very. It's very organized. All right, so the main things you need to know for This next session is kind of the first few columns here So it's your post ID. It's a link to your Facebook post and then the post message And that's the really important one And then these columns further down are going to be giving you data data specific to each post All right, so once Once you download it right need to go ahead and do a little bit Think we might want to back up just a little bit. I think okay Kelly Let's Have you go back in and see if you can get your data downloaded. I know the download speeds sometimes are a little bit slow So when you go in you export the data, right? Yeah, so I'm the insights tab. So you see here on So you go into your insights tab Which is at the top of your screen and on your Facebook page click on that it'll bring you to This page which is behind this export insights data box Get to that data box. You need to click the export button all the way at the top of your page That'll bring up the insights data export box. You need to select post data, which is one of the three Options on the left hand side and then you need to go to your date range And I would suggest going for the past three months, but play around with it You want to at least download information for a hundred posts? So that may mean you need to lengthen or shorten your time frame After you've selected your date range go ahead and click export data, which is at the bottom of that okay, great so Then you open up your file and you're going to get an excel sheet that looks basically like this I'm going to be a little bit less formatted But we're going to go ahead and teach you a little bit how to make it look So it's a little bit nicer and more usable so to do that The first step you should really do is think about the type of content you've been posting on social media Because what you want to do is You want to come up with no more than 10 to 13 kind of content themes that you can attribute to your Facebook and Twitter content I've provided some suggested categories later in this presentation which you can use but Definitely think about what it is you're posting and tailor those to your needs What we're going to need to do for the excel sheet is add an extra column that we'll call tag and I tend to do this next to the post message column in your Facebook data and Then what you're going to do is you're going to go through and pick a theme from your list and Assign each post message a theme and put it in that tag So what's an example of the kind of tag that you might use for campus USA? So for campus USA one of the things we look at is kind of how financial content Performs or how English learning performs as a an embassy or a consulate your tags are going to be a slightly different so you could look at like how does content dealing with bilateral relations or Studying in the US how do those perform relative to each other and for our advisors the content tags that we're using for campus USA might be fairly well aligned with what you're going to want to do since we have scholarships English language Campus life Yeah Just think about what you're posting and kind of try to come up with some broad categories Okay, so this is how you insert a new column What you're going to need to do is highlight this type column which you see is the third column over and then Click on insert which is should be circled up at the top right of your screen and then you'll it'll bring down a drop-down menu and then you just Select to the insert sheet columns option you can also insert a column a different way a little bit faster Which is to once again highlight the type column just right click and then you select insert from the options But that's how we'll pull up You may also need to wrap the text in your post message columns So it appears all in one cell sometimes when you download your Facebook data You'll see that it'll be cut off because it's not wrapped So it's really easy to do all you do is you highlight the post message column And then you go up and you put the wrap text box Or option which is all the way at the top of your screen and should also be circled Once you've done that That helps it to not look completely crazy That way you can read everything that's out there right right. You're not like that kind of trying to small So you'll get a new column now next to your post message Once you've inserted it and you should label that tag and then you'll go through each post Read your post message and then take one of your Categories that you come up with and write that into the tag So you can see this first one a little bit small But it's talking about some cultural aspects that this Facebook page was posting about so we label back culture We go that sound and just kind of make decisions based on what it is You're posting and we do we recommend that you do a pretty short list of your your key words So that it doesn't expand into you know a hundred different options We're trying to figure out which one would be best and to keep that list Printed out and if there's more than one person managing social media account make sure that you have agreement before you start this All right, so we're going to do the same thing for your Twitter data, which is basically the same kind of So you'll log into your Twitter analytics page and put the link there that you can use and It's going to bring you to a page and you're going to have to click this export data button Which is all the way at the top of the page see it on the right? That'll bring up sorry Click on the left. Sorry. I just put that the wrong way first pick on first click on the Generally, it says last 28 days button, which is the left one right now. It says January 1st to March 2nd Because you need to select the date range in which you're going to download your data from so try it for the past three months See what it looks like once you've got your date range Picked go ahead and click update at the bottom of that box Once that is done, you need to click export data and this is going to download a CSV file for you and What you should do is actually go ahead and then save as that file as an Excel file So let us know if you're having any trouble as you're downloading right now and My guess is that a lot of you have used Facebook analytics before but you may not have used your Twitter analytics quite as much So we'll give you a second here to start that process And if you don't have time to do it today, then it's an email if you want to get some help on Downloading that CSV file and saving it as an Excel so that we can then open it up. Yeah So we're also going to need to insert a new column into this Excel file You can see it's kind of the same layout as what we saw on Facebook I'm going to give you a unique idea for each post a link to that Twitter post and then the tweet text We're going to go ahead and put in that tag column once again next to the tweet text column So it's easy for us to read what we're saying on Twitter and then assign a content tag to it May also need to wrap the text for the tweet text column. Can you just do that the same way as you did? So this brings us to kind of the homework for next week What you need to do is go ahead and download your Facebook post data. I would try for the past three months You need to download your Twitter data once again I would do for the past three months and then you go through and you tag your content I would try to tag at least a hundred posts for tweets each for Facebook and for Twitter, so you have a big enough sample size And then here are some of the suggested content times that you should feel free to use But definitely like modify as you need and we'll be sure to send you the content tags that we use for Campus USA as well Particularly for our advisors out there who may be just about what you need right now So that kind of brings us to the end of this homework session. Does anybody have any questions? That will keep moving on and feel free to jump in with some of you. I think of them later All right So, um, let's talk a little bit about what you can do on Twitter to learn a little bit more about your audience Twitter provides this thing called Twitter trends, which Kind of tells you what the audience in your target country is talking about So you log into your Twitter page, and you'll see it there on the left Circled right now campus USA page is set to seeing the trends in Brazil If you want to change that go ahead and click the change button right next to Brazil trends They'll bring up a box And so you're able to go ahead and select either a specific city that you're interested in or in the entire country And please put make some hurt me Twitter make some suggestions based on what it could be Has anyone done this before I'm really curious right in if you tried this previously Never okay Alright, so um, you can also go ahead and click on the discover tab, which is at the top of your Twitter page and this will bring up some tweets that Twitter has put together for you based on people you're following on Twitter and Kind of your geographical location. It'll also bring up the Brazil Brazil trends or whatever your specific city is On the side and you can do a little bit more research to figure out what exactly these trending hashtags or talking about So all you need to do to do that is just go ahead and click on that That hashtag and it'll bring up kind of a page with every single tweet that's using that hashtag One other way you can get to this is by typing in that hashtag up at the search bar at the top of your screen Or and once you've done that you can also go and use the advanced search function, which will We have a question as well should you type in hashtag our country trends or is that not a good way to find? No, no, I would definitely do Trends by going through and changing your city in that Trending box on the left hand side So right next to the trending box a little box about halfway down change your actual location Yeah, it doesn't even need to be just that you can just do your country So if you're in Peru go ahead and say I'm in Peru and Twitter will Trending hashtags work through this is sort of interesting if you think about it if you were doing an educational fair And it was gonna be in Lima Maybe you want to see what the conversation is in Lima instead of somewhere else Yeah, you can get that specific and sort of follow that conversation right so once you brought up all of your turning is Tweets for this particular trending hashtag definitely read through and see what the conversation is if it's Related to something that you want to talk about that day go ahead and use that that hashtag Great way of being involved in the conversation I do have to say make sure that you really do understand what the conversation is You don't want to start using a hashtag that maybe has a little bit different of a tone or a kind of or any window or you know We don't want to jump into something that you don't have a good understanding of right so an example would be visas I wonder what the conversation is on visas. It could be negative if it's used with another hashtag It could be positive who knows but something where you'd probably We want to make do a little research before you start using all right Any other questions about Twitter and I move on to So we have one comment If the hashtag use doesn't have anything to do with education USA's goals Do we just skip them? Yeah But it's not directly related to what it is that you're talking about You shouldn't be using them, but we did remember when we talked I think it was the first week actually about keywords So we sent around a list of the Spanish keywords The word free happens to be an extremely popular word If you have the option of saying at no cost versus free you might want to use free And in some ways you may want to think creatively about the hashtag to use because they could be Draw a little bit more attention to the edu estate topic that isn't as popular as you know Whatever TV drama happens to be the main hashtag. All right So let us move on to And what we're going to use with Facebook is their ads manager And so even if you don't have an advertising budget Facebook's this ad platform that Facebook has is really kind of helpful in being a number of people who are interested in topics I'm a number of people that you can reach on Facebook And so what you're going to do is go ahead and log in to Facebook ads with this link here that I've included And then it'll bring up a screen and there's probably going to be like a green create ad button And you're going to want to click on that that'll bring you to Putting on how many Facebook pages you're associated with you may need to pick your relevant Facebook page If not, it'll bring you to the screen here and the option I would suggest to pick is promote your page Okay, so what does this do so this is going to bring us to a screen that looked kind of like this And so I think we should use an example maybe as a way to walk through this So I would like to know a little bit more about the interest in India about studying in the US Right now just higher education. Okay, so I'm going to do is I'm going to go ahead to my location box and Select all India is my location. I'm interested in all of India You can make it more specific for a city It just depends on what your needs are and so that would take people who says that their location was in India Is that right? Yeah, how that works? Okay? So I'm also going to select the widest aim rate age range because that is what I'm interested in if I was more interested Maybe in like 18 to 24 year olds. I would go ahead and narrow that demographic and Then Also, let's do filter by language. I happen to know that a lot of people in India use English Online, so we're just going to go ahead and not bother to filter But maybe if I was working in Mexico, I'd want to know Is it possible to choose two languages when you're doing this? Yeah, do you have this? Okay? So for a lot of you out there Choosing Spanish and English choosing Portuguese and English choosing Spanish Portuguese and English Yeah, it might be helpful actually to look at one and then the other just so you can see whether you have a larger audience We're speaking Portuguese or are they speaking? This is might be something that's useful for some of our folks who had Written in to say that they were doing a lot of their posting in English Well, this is one way you can test and find out if most your audience refer Spanish over English or Spanish So the next kind of important Requirement we need to specify is under connection And so I'm going to select the broadest audience Which is all if I'm more interested in finding out about interests of people who are not connected to my Facebook page I would select the But the one that basically says not connected to me if I want to find out a little bit more about my Facebook audience I would select the option that says only people who are connected to my Facebook page Okay, so you can look inside your network and figure out who's talking about higher ed who's interested in it You can look outside your network. Yep What you once you've done that Facebook's going to provide us some really important numbers to look at the first one is potential reach Which is that top circled? Number and potential reach is the total number of people in India who have a Facebook account But that's a big number. Yeah, this is the biggest number. I could theoretically talk to Depending on which country you are in that Number is going to be either a larger or smaller percentage of the country's total population. Okay Facebook is also going to give me an estimated daily reach number Which is that bottom circled number and this number is the total number of people in India who are actors on Facebook each day Kind of the number of people I could maybe talk to today. All right So let's talk a little bit about how you find out more about interest So what you can do is go ahead and enter an interest topic into the appropriate box Which is the right there. It's labeled interest and we'll be able to see with see how many people in India are engaged Or I could talk to you about this particular topic. So for this example, I'm just putting in higher education Is it okay to get sort of specific? Yeah, I mean could we talk about scholarships or can we look up Educational advising fair. Yeah As you see Facebook's going to actually provide us with suggestions for other topics that are related to higher education that people in India are interested in So you can see here one of the options is for Sarah But before I click on that I can go ahead and see the potential reach number and then it's not on the screenshot But it'll also provide you your estimated daily reach number So I'm going to go ahead and click on course Sarah and this will give me the total potential reach and engaged users number for everybody who's interested in both topics and The number of people who are actively engaged with these two topics every day. I'm interested just leaving for Sarah I would just click out of the higher education option and please click go ahead and readjust those numbers Just That's actually really interesting So you can really start to pinpoint what people are interested in and get an idea of other ways to Pull in new audiences, right? So let's look at some interest that are maybe a little bit more specific to studying in the US So I'm going to type in study in the US and you can see that Facebook has gone ahead and given me some options before I finished typing one of those is Study abroad in the United States and because Facebook is suggesting that I know that this is something in fact Now I have a question does it matter how you type it in like what if you study study in the US instead of study in the USA and there's does it categorize it or is it the actual phrase? It depends a little bit on how Facebook categorizing The topic yeah, as you can see it gives you a description kind of Maybe something you have to play around with a little bit right and it gives you kind of idea maybe of how Right. Absolutely Okay, so Facebook's providing me the potential reach and estimated daily reach numbers For study abroad in the United States and it's also providing me some just some suggestions So I'm going to go ahead and just look at a student exchange program by itself And then English language, which is actually an option for their damage scrolling list You just can't see it right now on the screenshot So what I'm really trying to figure out is whether there's more interest in student exchange programs or English language, right? So it's a little hard to see so I just take my word for it But student exchange programs isn't as popular of a topic as study abroad in the United States however English language Which is related to studying in the US is more popular and does have more engaged users and both study abroad in the United States and student exchange program so Basically what you can use this tool to do is compare potential reach and estimated daily reach numbers at Different topics the other topics are maybe interested talking about and you can see which ones have larger percentage of interested and engaged users This can help inform decisions about your Facebook content because you're more likely to receive higher reach and engagement Proposed about topics that have higher numbers of interested and engaged users So for example, I could think about using English language learning in my study abroad posts to help me try to gain higher reach and engagement Has anyone tried doing this before? I'm curious right in if you have anyone have any questions So we see some comments saying that we've tried maybe using ads before but not quite in this way Okay, well, I would definitely say this is something you can use as kind of a research tool and to thinking about Your different audiences you might be talking to in your country, right? so why don't we move on to That would be true too. I mean everybody sorry this comment says For all the cities in their country sometimes people react better to radio than Facebook ads, right? And that is something different audiences have different preferences about how they receive information All right And we actually have some of the information if anyone is curious about the number of Facebook users Twitter users and Engagement rates in the five prior in country. So if you would like that, we'd be happy to pass that along All right, it's surprising sometimes you might be a little bit surprised. Yeah, it's interesting to be a different people Are you great? On to Google on to Google, which is actually our last tool for today So I know you guys have talked a little bit about Some of the big keywords and pre-lives that you could use for campus USA And this is basically going to tell you how to do this for yourself I do have to say some of the stuff the stuff that you shared is a little bit more specific I'll show you how you can do that But gives you a way of learning a little bit more about your audience too So what you're going to do is you're going to log into Google at work at this link I don't know how many people have a Google ad account We can send out some information about how to sign up for it three three straight forward Right in now if you do have an account and we'll just take a quick little tally So if you don't have an account we'll tell you how and then what is it? What does this allow you to do? So I'm going to tell us a little bit about word usage and language use People in your country, so you're going to go ahead up to the tools menu at the top and you're going to select squared Planner go to planner I'm going to bring into this next menu screen and what you're going to want to do is click search keyword and accurate ideas And this is going to give you a better understanding of your audience interests and word use I'm going to go ahead and stick with the same India example So we're going to look broadly at the interest in studying in the US and how people in India search for this information So what I'm going to do is I'm going to enter my search string into this first box up here It's in the product or service box and then you need to remember to include all variations of words So as you can see I've Used USA in several different ways. It's done United States US USA America. It's important to use all those different variations With the dots and without the dots exactly, right? So then we're going to go ahead and select the audience for targeting under this targeting Kind of drop down functions. We're going to take India That's the country I'm interested in And then you can also filter by language, which I'm not going to bother to do for this example But I want to know about how is Spanish speaking? Residents are talking about studying in the US. I would go ahead and say And so it probably will be important for you to look at both English and Spanish or English and Portuguese Just to make sure that you've covered all bases and what we kind of found previously was that there were some differences Between how people talked about it in different languages. So To know when you're trying to So I'm going to go what I'm going to do is I'm going to get go ahead and click that blue button Which is going to bring up a screen that looks a little bit like this So what it's done is Google's returned a list of keywords and phrases that users search for and are related to our initial search string and With this list Google provides an average monthly search number Which you'll see next to each of the like keywords or the phrases. So this is average number of searches For that particular keyword or phrase. Okay, and this is in India and in English So now only real down into the pay. Yep So Google's also provided us kind of an average monthly search number for all of these keywords Which is kind of like that graph again. This may be a little bit difficult to read but Looking at our example We can see that people in India look for information about studying in the US in a couple of different ways So for example studying USA is a more popular way to look for information than how to study in USA, right? universities in USA and Ns in USA are relatively popular ways to look for information about studying US as well Well, that would that would be maybe an interesting thing to start thinking about using maybe in your content That one surprises me a little bit. Yeah Yeah, and I guess So here's the second example about how to use this tool and we're going to use scholarships. So I Typed in basically Scholarships and then USA and all those different variations And we can see that Indians are more likely to search for information about full-bright scholarships Rather than scholarship USA So in my content, it might be a good idea to talk about Full-bright scholarships because I might find that I get a little bit more engagement with the Indian audience That's so funny because I would have guessed that the keyword would have been scholarship And I probably would have crafted my tweet with just scholarship and then maybe mentioned full-bright later on but not full-bright and scholarship Right. Well, I mean you can see that like scholarship is like just scholarship by itself is a popular word but your scholarship USA is not as popular maybe Surprising it's good to know. Yeah, so I what I've done is I've gone and translated that scholarship search string into Hindi And I've gone ahead and stuck it in the search bar and we're going to see whether Hindi is something that people in India are using to look for those types of information Or are they searching for it in English instead? So Google is translating this, right? Yes I use Google translate. Okay All right, so we know how much we trust Google translate sometimes, but all right. It is what I had. Yeah So what Google's returned to me is the search about scholarship and it doesn't have any results for it So what this kind of signifies to me is that people in India are only searching for information about scholarship in English That's interesting. It's I mean it's a great piece of information Right. Yeah, and I think what we've heard from some of our community managers who are Spanish and Portuguese speakers is that there's often a combination of languages used so it might be You know back us and then USA or some sort of weird mixture like a hybrid almost so this would help a little bit to Figure out who's saying what in what language? We'll find some surprising things. We already have Right Pretty much what I had to cover I think we have a couple questions. Yeah, and some people might have gotten a little lost I know this was a lot especially if you don't have a Google ads account. You haven't used it before This is maybe a little bit Overwhelming. So are there any specific questions that we could help answer? You want us to go back and go over anything? So this last section we were talking about was on Google ads, but we can certainly go back to Facebook or to Twitter analytics Just write in and tell us What you'd like to discuss and then we do have some more homework to assign It just sits a little bit But I do it every week for campus USA the content tagging and once you start it gets really easy goes much quicker Getting that initial start to it and for those of you who don't see the connection Content tagging is extremely important because what it allows you to do is to see really from one week to the next How a certain topic is playing out on your Facebook page in your Twitter page Our Twitter account so what we've noticed every week for Katie has to prepare this long report for us Which we're also happy to show you if you'd like to see it She reports on all kinds of stuff related to our campus USA accounts But one of the most useful things that she does is she says so this content category and it could be video It could be a link. It could be a picture. It could be whatever this category of stuff on campus life campus life has done Much better than scholarships this week people are really engaged with this they're really interested in this And so we see all of these trends kind of changing over time, but there's definitely some consistent information that we've seen as well Scholarships does very well. It's not really that surprising English language learning does extremely well and campus life also does quite well Great, so it helps to inform your content strategy It helps you to sort of refine as you go and to make sure that you're keeping your audience engaged and you're giving them what they want So, okay, I think maybe now we have a couple questions How often should you review your analytic page? I would make sure you're monitoring it kind of all the time I think it's really helpful to know like how is your audience growing? Is there some posts that did really really well you go and once we've done this content tagging? You can see because that's kind of all in mind Maybe with what what you you're seeing in the rest of your analytics does this post about campus life This always makes sense and it's like really big engagement on this one post It's really helpful that so regularly yeah, definitely it should be a regular thing And I think also once you get into a rhythm it gets a little bit easier Yeah, so, you know in the beginning it could be a little hard to set everything up But then it'll get better another thing that we didn't really talk about is comparing yourself to other pages So that's one thing that we do we look at all of your pages And we can see you know How we're doing in terms of our reach compared to yours in terms of engagement Yeah, I mean everyone's Facebook page is going to be a little bit different You are going to be you have different Facebook page sizes That is going to dictate a little bit to your reach and maybe how much engagement you're getting But it can be useful to like watch other pages losers that function at the bottom of your insights but Turned on where you can Look at other other pages that you're interested in and that'll tell you a little bit more about their reach Maybe what they're posting that week? I've found it to be extremely helpful every once in a while. I'll click if I see that One of the pages that we're following has a big boost in reach or a big boost in engagement I tend to click and it actually pulls up the top three or four This on Facebook the top three or four posts and I can go in and see what is really popular and that has been Really quite useful as we said, okay, so, you know Ecuador just produced this great video. This is so cool and we will either share that or Will think well, that's interesting that that works really well What if we produce some content that's similar to this that they can share that other posts can share? So if you follow our insights as well, you'll be able to see our top posts But keep in mind that that analyze report is available to you if you like to know how our analytics are doing All right, so let's see Another question about the importance of finding out about when your audience right is a time That is really important because you do want to be posting when you have They don't know that they suppose don't necessarily have a very long life And so you want to try to catch people as they're online, so they're going to see your content. So, um, I wish I could show you but unfortunately I can't log in and show you in your insights But if you go back up into your insight and the tab is called You know, I think it's under each it'll go ahead and it'll bring up Kind of a graph and it'll chart your audience For every hour on facebook and so you can see when you have the most audience on facebook And that's when you should be posting content and it'll break it down too for the days of the week. So you can change your posting time based on your audience and you can go ahead and I think put together kind of Like a visual maybe of where you can find this and what it looks like If that's helpful, so we know not to post, you know late on saturday night Right get a lot more engagement the other time first thing in the morning. I know for us like 5 a.m No one is looking at facebook exactly like some jam is like I believe when most of our audience is on facebook So that's a really great time for us to put really important content on and you can think about prioritizing your content based on the number of employees very question On average, how many facebook posts should we post per day? This is a question that I will just admit that I ask all the time Because my theory of facebook posting is well, why can't I put up 20 posts today and then everyone says? No, you can't do that. So what's the answer? I don't have a magic number for um, how many facebook posts you should be posting. Um, I think you really need to think about Your content like you have a lot of different content that you can be sharing You do may be posting several times a day on facebook is a great idea You don't maybe you don't want to Post quite as much because it's going to be a lot of the same thing. I don't want to become spam people, right? But I really do think it's important to stay actively engaged on facebook Something you think about is like you're getting comments on your posts going in and like saying thank you or engaging with those people It's a good way to like And we talked during the last session about that weird little window of you know Wanting to make sure that you're responsive quickly after you get a new like and after people comment The timeliness is an important thing. It is really. Yeah So do we have any other questions? I know with twitter I mean you can go ahead and tweet a little bit more often those half-lifes on tweets is even shorter than it is on facebook So um people will miss kind of Right If you're not active on twitter kind of throughout the day So let's talk about the homework again for a second. Okay. What why do we need to tag our content? What's the most important reason why why should we do this? Well, you really want to be putting out content that people are going to find useful and they're interested in And so by doing this tagging exercise You're going to be able to see which types of content are reaching more people and people are more likely to be engaged in And you're going to find that um facebook type post the type of post is going to um Going to influence it as well. So for example like videos, especially if they're uploaded directly to facebook are going to get Way bigger reach than you might on a link post and so if you have an important message Maybe you can think about creating a video because a lot of people are going to see that um, but then again like if I I know my audience is really engaged in English learning Maybe I want to think about putting up a bunch of English learning content because i'm really interested in Facebook audience engaged So this is just going to kind of give you the information to make those types of decisions And it's sort of the opposite a little bit is also true for those of you who are joining us from post Let's say that you have to put out another ambassador statement Maybe not something that people are extremely excited to hear about That more mundane topics. Well, if that's something where you already know that that content tag doesn't play out particularly well Maybe to give it a little bit more reach to make sure that people are seeing the message you would time it You know near something that was more engaging where you had a lot of activity on your page There's all kinds of different ways to think about making sure that those things get seen Right, and think about like trying to put Some of your content together if it if it makes sense to put talk about two different things Maybe one of them is really interesting like you have a chat coming up Maybe on divas and you know your interest your audience is really interested in divas Kind of trying to link that to some of the other important messages that you got coming out It might be a way to try to increase your reach engagement on that And we had some comments last time that there was a little bit of A couple of people had experienced a downturn in numbers to their physical advising fairs Well, this is an opportunity to see what types of content are doing well And then hey for more information come join us at this fair There's a lot of easy ways to pull that in and connect it and get a bigger bang for your posting club I think we have a couple more questions um question from Mexico City Sometimes the post can only contain texts Have more impact more shares and blah blah blah rather than video and photo Um, that's I think we've seen that occasionally as well. Yeah, I think we definitely find that It depends on what it is. Yeah our content. We find that we get a lot more engagement on Links and photos depends a little bit every week. So it does change a bit I know we get bigger reach on videos Always Probably the same is true for you. We'd we'd heard that from Facebook itself that video is prioritized and photos are prioritized and I think even links are prioritized too over just text Or not always So I think part of the question is is it important to post photos links or videos in every post and I think it depends A little bit on what your goals are if I want a lot of engagement with whatever it is I'm putting up on facebook for this particular post I might be more likely to put in a photo because I know people on facebook really like engaging with photos um But if I really just want more people to see it maybe I'll try to do a video And so once we've done this content tagging exercise next week You can see for your particular facebook audience Because there are one type of post that does better on those types of measurements and then you can make Some informed decisions about what you're putting in each case We have another really great question It's something that I think we all come across at a certain point of time Every once in a while We have a ton of events happening at the same time What do you do with that? It really is you don't want to this is one instance where you don't want to divide your audience or overwhelm them too much So any suggestions on how to make that more exciting how to space it how to promote multiple things at the same time Yeah, and that is tough. I think it's important to really Come up with your content plans In advance maybe and that'll help a little bit with those space issues I know it's we've had this problem before I've dealt with and we've been pretty good at it. I mean you just need to be clear about which event you're And as you're promoting sometimes getting even more specific can help you so This is your opportunity to hear exclusively about x y and z This other thing is your exclusive opportunity to hear about you know, abc And making sure that the information is extremely clear and so it gives people a reason to Want to try to make time and not just see it as Oh, there's all these events. I can just go to the next one next month. No, you have to go now This is important right this minute. You're this is your chance to learn this important thing That's more in how you develop your content strategy, which is A marketer's world All right, so I think we have another question. Um, this is a question from lima. We have a series of student testimonials About students sharing their success and stories and tips And they want to use that to attract other students to their page And that's something that is really an exceptional tool To try to draw a little more attention, especially since and then obviously you guys know this but You know that students are probably really excited that they're going to be featured on your facebook page And it's an easy Ask to get them to share it with all their friends and all their networks as well. Yeah definitely and I would Recommend uploading those videos Directly to facebook rather than like linking to a YouTube page because I think you'll find that you have better statistics for By directly uploading So is there anything in the twitter analytics that can help us to reach influencers on twitter? Do we have any service strategy for how to get out? So, um, yeah For influencers and with some of the privacy concerns with a little bit of a Difficult situation, um, but I would definitely go ahead and do some research into what the conversations are on twitter For uh, whatever content you're interested in talking about so you can definitely use those hashtags that we talked about See who's talking about this topic? You can use that advanced search Function that'll give you a little bit more options to look for specific themes or keywords in Areas like for lil or just the city And then you can just kind of see who's participating in these conversations Um And the attention maybe to who's like retweeting your content Absolutely, and one thing we've done to sort of get connected with bigger institutions is to Engage with their content and for one example when we did a buzzfeed recently We listed 10 universities places to fall in love. It was very silly But we retweeted it to them because they had been mentioned and the response was really quite overwhelming They were so excited that we had taken the time To create this thing that they were included in and then to share it with them So if you have institutions at home that you know of, uh, you know Start with content and then get connected on social media and you'll become a part of their network as well Any other questions? No, all right Well, if you have them, please, uh, let us know email them to us and um, once again, what's the homework? What do we have to do? We use content or content tag at least 100 tweets and Facebook posts So if you run into any problems exporting your data on facebook or twitter We will make sure to give you step-by-step instructions and we'll include The powerpoint as well. We have one more question We know that big numbers in facebook and twitter important But do you have any way to measure impact in real life? That's a really great question because you know, especially on twitter spam bots are a little more obvious than twitter sometimes on facebook they're Harder to tell if they're really spam or if they're real person So how do you know? Yeah, I think um, definitely paying attention to people who are a number of people who are attending your events That's a great way of trying to measure like real impact Scholarships those are definitely good ways to measure impact you're having on social media But analytics office, I know does some work in measuring um percentage of conversations like are we able to to Have a meaningful impact on this conversation. Unfortunately, that's not Something you can easily do on your end without some of the paid tools you have But that's something we're we're happy to like talk to you about and help with um, but definitely I think from More of an individual standpoint definitely like paying attention to what you're putting out on twitter and seeing if you can Get people to like sign up to something or show up to an event. That's that's a great way of measuring your impact And for campus usa, that's exactly what we're doing. We don't really care about the number of followers we don't really care about the number of people who are you know They are on social media what we care about is how many are actually signing up to receive our emails How many are actually clicking the link to be redirected to education usa to that topic of the day And that's really our those are our two main metrics email subscribers and people who actually go to the website And then we're also able to see how long they spend on the website and where they go and for us That's what they call conversion. So it's taking this You know thing of virtual Folks in actually showing that there's real person behind the computer who's Clicking and they're getting excited about setting us And we'd mentioned before that If you're interested in a future program on email and how to manage subscription services That's something that we could look into offering as a another session So thank you all for the great questions Appreciate you tuning in and we'll have an email out to you with powerpoint Previous sessions and a reminder about the homework. Thanks so much