20140507-BartlettMetrics for May

I have updated my monthly measurement of social media follower data on the Big Two channels of Facebook and Twitter for the institutions in the Minnesota State Colleges and Universities system.

Audiences for the seven state universities were measured on the morning of Monday, May 5; the two-year colleges were measured around noon the same day. The methodology is simple; the channels are all visited and whatever follower number is being represented by the service is entered into a Google Docs spreadsheet by hand. The spreadsheets are available publicly; you can visit them here:

• state universities
• state colleges

MnSCU State Universities

There isn’t much to report this month; there were no real standout changes in any category for any of the seven schools, and for the most part everyone’s growth was slightly down from April.

  • Bemidji State went over 15,000 total followers with 11,877 on Facebook [0] and 3,449 on Twitter [0]; we picked up 413 total fans since the April measurement and our total audience is still more than 300 percent of our enrollment.
  • St. Cloud State is about two months away from being the first of the MnSCU state universities to go over 30,000 in combined fans and followers. Their Facebook growth was up [0] to 22,392, and Twitter’s up to 6,892 [0]. They’re on pace to hit 30k sometime in the second half of June.

As an aside, St. Cloud State’s audience is one of the reason I’m considering adding a column that shows changes by percentage rather than a raw number. For example, their growth of 370 is a 1.68-percent bump from last month, while our growth of 309 is a 2.67-percent bump. It still means we’ll never catch them, but some additional context for data is always helpful.

  • Minnesota State had probably the only really significant milestone for this measurement period, edging over 20,000 total fans and followers for the first time. They’re the second MnSCU university to get there; St. Cloud State got there sometime between Dec. 17, 2012, and Feb. 13, 2013 (I didn’t do a measurement in Jan. 2013). They went over 15k on Facebook and should be at 5k on Twitter when I do my next measurement in June. They continue to grow at a pretty impressive rate; they gained 641 total fans and followers since the April measurement, a 3.27-percent bump (another reason I’m considering percentage changes).

Across the other universities, Winona State picked up another 313 total and is at 12,890; MSU-Moorhead went over 3,000 on Twitter for the first time; Southwest Minnesota State edged over 4,000 on Facebook for the first time; and Metro State continues to add a dozen Twitter followers a month despite not tweeting for four years (which reinforces the notion that, while these numbers may be fun and somewhat interesting, in the grand scheme of things they don’t mean a whole hell of a lot).

MnSCU State Colleges

This was the fourth month that I measured audience size for MnSCU’s state colleges in addition to the state universities. The data is new and the audiences are comparatively much smaller than the state universities[0], so there’s not much to say regarding trends – particularly since I’m still discovering new data points that haven’t found their way into the previous measurement periods.

One thing that jumped out was Anoka Technical College on Facebook; I had them at 454 fans in my April 2 measurement period, which was exactly even with what I had them at on March 3. However, this week they were up to 948. I’m curious to know what they have been doing; 109-percent growth in a month is pretty crazy, and the gain of 494 was higher than any of the state universities (even St. Cloud).

Minneapolis Community and Technical College added 120 Facebook fans; they’ve been growing quickly there[0] and have overtaken Lake Superior College for the largest audience among the two-year colleges at 6,329[0].

Finally, Itasca Community College joined Twitter last month and already has 116 fans. Welcome to hell, y’all.

#BartlettMetrics for November

MnSCU social media follower data

For the last few months, I’ve been sharing some notes about social media following totals for the seven state universities in the Minnesota State Colleges and Universities system on Twitter.

I started compiling the information for use at work, just as an easy way to compare us to the other six schools, on a “when I remember to do it” basis back in mid-2011. This fall, I started updating it at the beginning of each month so I could include the data in some monthly metrics reports I give at our Office of Communications and Marketing staff meetings. After seeing that the information was going to be updated regularly, I decided to make the Google Docs spreadsheet where I’d been stashing the data publicly available and to give shout-outs on Twitter to the other schools when they passed some noteworthy follower milestone.

Yes, I know that the raw number of followers isn’t a particularly good — or even useful — way to measure an organization’s social media presence. There are some useful insights to be found in the data, however, especially if you’re looking for patterns or trends and not necessarily at the raw number of followers.

#BartlettMetrics

The #BartlettMetrics hashtag was born in October during a direct-message exchange with the social media manager at St. Cloud State. Make no mistake – it. is. awesome. Especially given my background in sports information, I love this and am rolling with it.

This month, I decided to expand a bit on the few tweets I sent out this morning and play with the data in a bit more detail.

#BartlettMetrics update for December, 2013

Looking at the spreadsheet that was updated this morning and the first thing that became immediately obvious to me was “growth is in the tank across the board.”

We only picked up 80 new Facebook fans since the last measurement, and both Crowdbooster (+102) and Sprout Social (+126, net +110 with 16 un-likes) reported us as having far lower-than-usual new fan counts for the month of November.1 As a point of comparison, both were our lowest in the last 12 months (since Nov. 2012, in fact).

New Twitter follows were down also; after six consecutive months of adding more than 200 per month, we were down to 143 in November (Crowdbooster reported a gain of 81 followers in November, and Sprout Social reported a gain of 129.2)

Others were off as well; Minnesota State added a total of 601 followers in November, far and away the highest total of the seven schools I’m tracking, but their lowest in six months and coming off of back-to-back months adding more than a thousand people. Winona State only added 210 after picking up 1,500 over the previous three months. Southwest Minnesota State only added 71 after gaining about 550 over the previous three months. MSU Moorhead stayed relatively on course with 171 new fans, on par with where they’ve been for four of last five months.3

So everyone is a bit off, even though none of this is remotely scientific.

In terms of milestones, then, there wasn’t much to report. Minnesota State went over 4,000 followers on Twitter. I was expecting Southwest to go over 5,000 total followers for the month, but they fell just short at 4,942.

And Metro State’s account somehow continues to add a few Twitter followers every month despite not tweeting for years.

What can you take from all of this? Not much. Everybody’s trends are off for the month, but looking back this mirrors what happened with us in November of last year as well. We will see if everyone rebounds in December.

Pct. Enroll stat

One thing I haven’t managed to update for everyone is the total followers as a percentage of enrollment stat. This is primarily attributable to the fact that everyone in the system was down in enrollment this year, and only us, St. Cloud State and Winona State had fall enrollment releases on our respective websites. I’ll add that back in for everyone at some point in the future, once their fall enrollment can be gathered from other sources (I should just call them all and ask).


  1. And, yes, it drives me absolutely nuts that the Crowdbooster (+102) and Sprout Social (+110) numbers are different. It’s the kind of situation that makes it quite difficult to take any of this seriously. 

  2. See [^1], above. 

  3. Moorhead’s outlier is a gain of 403 in August; aside from that they’ve been around 190 for the last five months.