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USU PRSSA Social Media

At Utah State University, I had the opportunity to not only be on the executive board of our new Public Relations Student Society of America chapter, but to also effectively start and grow the club's social media accounts from Jan. - May 2018 through a social media course. We managed Twitter, Instagram and Facebook. I also created a new website for the club and posted weekly blogs. Below is the detailed plan and analysis of our social media efforts.

Business Plan Jan. 2018

Objectives
Client Goals 
Target Audiences

  1. Current members of PRSSA at Utah State University

  2. Potential members of PRSSA

  3. JCOM PR alumni

  4. Journalism and Communication students and marketing students

  5. Other PRSSA chapters in Utah such as Utah Valley University, BYU, University of Utah

  6. PRSSA chapters throughout the United States

  1. To increase followers on Instagram to 300+ by May 2018

  2. To increase followers on Twitter to 120+ by January 2019

  3. To increase Facebook likes to 200+ by January 2019

  4. To create a LinkedIn Page with at least 100 follows by January 2019

  5. To create a website for PRSSA along with a weekly blog that engages 20 views per blog post

  6. To facilitate social media campaigns with the next four PRSSA meetings, and the spring field trip

  1. Increase attendance for meetings and activities

  2. Increase followers across all utilized social media platforms

  3. Design and execute an aesthetic/common presence across all utilized social media platforms

Follower Totals

Twitter

  • Grey Twitter Icon

Examples of tweets included information for meetings, quotes from speakers in PR classes, recaps on meetings and field-trips and fun tweets relating to Utah State.

Twitter was our most successful platform. We received the most growth and engagement on Twitter versus Instagram and Facebook with an increase of 135.7% in followers. The hashtags #usuprssa and #prssa contributed to the large reach on certain tweets. 

Above is our most successful Tweet which received 75 favorites, 7 retweets,11 comments, and overall 3,299 impressions. The announcement as a new chapter facilitated engagements and mentions from several other chapters and influencers withing PRSSA like the PRSSA National President. 

Twitter Analytics

Notable numbers to recognize are the increases in total impressions which were maintained February through March with success in interacting with other PRSSA chapters as well as influencers such as Lt. Gov. Spencer J. Cox.

Instagram

  • Grey Instagram Icon

Instagram had an average growth of a 29.7 increase in followers. Content consisted of graphics for meetings like the one above, spotlights, officer photos, Instagram stories and photos after meetings or field-trips with quotes.

Above is our most successful Instagram post which gained 48 likes, 8 comments, 6 profile visits and 148 reach.

Above is an example of one of our Instagram stories which proved be very successful for live-events like meetings or speakers and to also do quick spotlights and reminders for meetings.

Instagram Analytics

A notable trend in the first graph is since the chapter's first post in Sept. 2017, from January to through March there was a gradual increase in followers and reach.

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The second graph shows the average number of likes per month, showing the increase in when we controlled the social media and the decrease since posting ended.

Facebook

  • Grey Facebook Icon

Facebook was the most difficult to create successful content for out of all the platforms. The main audience on our Facebook was alumni. We reposted content from other Facebook pages such as PRSSA National, we created events for meetings, posted graphics and posted pictures of events.

Above is our most successful Facebook post which received 869 reach, 302 post clicks and 121 reactions, comments and shares. The success of this post was due to tagging the new Executive Board on each of their personal Facebooks.

Highlights of students or professors always had a higher engagement from the public because a lot of Facebook followers were not interested in the events because they were alumni. Seeing what students were participating in proved to be more effective on Facebook.

Facebook Analytics

In the first graph the notable spikes in February and around April were because of our most successful posts, which increased the views on our page.

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The second graph showcases the gradual increase in likes we received on the PRSSA Facebook page throughout the semester - we did not lose any likes or views which is notable. 

Website Content & Blogs

Website Creation

I created the new USU PRSSA website through Wix. Pages created included a Home, About Us, Blog, Calendar and Join Today, each with sub-pages with more details. The contact form we had on the home page was utilized several times by different students contacting our chapter for more information on how to join. 

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Blogs

Weekly blogs were posted on our website - the most successful blog post was the "PRSSA SLC trip recap" with 30 views. This was mainly because this blog was posted the day after the field-trip when our audience was still interested, and we aggressively posted about the blog on our social media platforms.

Links to Blogs:

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"Welcome to our new website"

"From the classroom to the real world"

"5 ways to make an excellent first impression"

"PRSSA SlC trip recap"

"JCOM students honored at CHASS awards"

"New Executive Board members elected"

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Revised Business Plan & Suggestions

Revised Plan

  1. Increase followers on social media platforms

    1. On Instagram to 200+ by January 2019

    2. On Twitter to 120+ by January 2019

    3. On Facebook likes to 200+ by January 2019

  2. Create LinkedIn account when chapter has 50+ active members

  3. Maintain PRSSA website along with a weekly blog that engages 15 views per blog post

  4. Create social media campaigns for chapter meetings and run campaigns more than two weeks before for chapter meetings

Other Suggestions

  • Continue to develop website and better promote blog posts and content to reach audience

  • Link our website to official journalism.usu.edu website

  • Start social media campaigns more than two weeks out before events

  • Incorporate more videos into our content, especially on Facebook

  • Reach target audiences of  PR students and JCOM/PR alumni more efficiently

  • LinkedIn created in the future, once the chapter is better established

The changes in our business plan stem mainly from the fact that our most successul posts were either a part of campaigns we did early, or because influencers were helping us give our content more reach. Buying a domain and connecting the website to the department's official page will also be beneficial. Lastly, we kept our follower objectives the same because we still have until January 2019 to accomplish them.

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