#BartlettMetrics for April 2014

#BartlettMetrics for April, 2014

My monthly #BartlettMetrics update, measuring and reporting on social media audiences on Twitter and Facebook for the Minnesota State Colleges and Universities system, has been updated for April, 2014.

Audiences for the seven state universities were measured a bit before noon on Wednesday, April 2. 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

The total followers for the seven MnSCU state universities on Twitter and Facebook reached 94,042, with the audience still skewed heavily toward Facebook. The system’s universities total 71,990 fans on Facebook and 22,052 followers on Twitter.

Bemidji State had an excellent month; it seems clear that our advertising campaigns for both general recruiting and for our online MBA program launching this fall have had an impact on the pace of our growth. We picked up a total of 661 fans (taking us to 14,913) across both channels as compared to the March 3 measurement data; it was our largest increase since we picked up 657 total fans in July of 2013. Per-channel increases were similar; we gained 440 fans on Facebook to reach 11,568; that marked our largest single-month jump since I started doing these systemwide measurements on a roughly monthly schedule in Feb. 2013. We picked up 221 followers on Twitter to get to 3,345, our biggest monthly jump since gaining 227 in July 2013[0]. My “official” report on our social metrics, which I prepare for our Office of Communications and Marketing monthly staff meetings, will be interesting.

Our total audience is also at 300 percent of our enrollment [0]; with 14,913 total followers and a fall enrollment of 4,952, we’re at 301.15 percent. None of the other six MnSCU state universities are at even 200 percent.

Metropolitan State University gained 56 fans on Facebook and sits at 3,102, and gained another 14 Twitter followers to reach 3,581 total followers.[0]

Minnesota State University still hasn’t replicated their crazy growth from October and November of 2013, but they’re still growing at an impressive pace. The Mavericks added 679 total followers for the month, and while they didn’t reach any new milestones on either Twitter or Facebook they’ll be the second state university to go over 20k total audience sometime later this month.

Minnesota State University, Moorhead had a nice month on Twitter, picking up 124 new fans for their second-biggest increase since September. They’re at 2,893 and should be the fourth of the seven state universities to reach 3,000 Twitter followers later this month. They also gained 87 fans on Facebook, which is about in line with their average over the last seven months (which has been 83). The growth helped them go over 9,000 combined followers (9,118); they’re on pace to hit 10,000 sometime in August.

St. Cloud State was off a bit this month, gaining 566 total followers to reach 28,768 total. Their Facebook growth was down; after averaging an increase of 379 new fans per month over the last seven months, they were down to 272 – their lowest single-month increase since October 2013. They still were the first MnSCU institution to go over 22k on Facebook – at 22,022 fans, the Huskies have more followers on Facebook than any of the system’s other institutions have for total followers on Facebook and Twitter combined. Like us, St. Cloud State had a good month on Twitter, picking up 294 fans; that was their biggest increase since a 342-follower bump in Sept. 2013.

At their current pace, the Huskies could be the first MnSCU institution to hit 30,000 in total followers sometime in late May or early June.

Southwest Minnesota State had their typical month, picking up 41 fans on Facebook and 62 fans on Twitter; both are below average for them this academic year (since August, their average gain has been 56 fans on Facebook and 84 followers on Twitter). Had I measured them at a different time of the day, they’d probably be at 5,500 fans; their total now is 5,499, so I’ll hopefully have a milestone to talk about for them in May.

Winona State University finally inched over 10,000 fans on Facebook; they gained 235 for the month and sit at 10,214. They also gained 121 on Twitter – identical to their growth there last month, which was interesting. Consecutive identical numbers in data like this always stands out.

MnSCU State Colleges

Highlighting the April #BartlettMetrics report for the two-year colleges are a number of new data points. Thanks to Andrea Steen at the system office, who helped me track down a variety of accounts that, for whatever reason, I had overlooked on my first attempt to inventory the state’s two-year colleges. Here’s a list of what’s been added:

• Twitter data added for Anoka Technical College.
• Twitter data added for Anoka-Ramsey Community College.
• Facebook and Twitter data added for Central Lakes College.
• Facebook data added for Century College.
• Switched Facebook account to track for MState.
• New campus: MState Moorhead (Facebook and Twitter data added)
• New campus: MState Wadena (Facebook and Twitter data added)
• Added Twitter data for Northland Community & Technical College.
• Added Twitter data for Riverland Community College.
• Added Facebook data for St. Paul College.
• Added Twitter data for St. Cloud Community and Technical College.
• Vermillion Technical College renamed to Vermillion Community College; added Facebook and Twitter data.

There is a combined “MState fan page” presence for the four-campus MState institution, and MState’s Wadena and Moorhead campuses each have unique Twitter and Facebook presences. As a result, the MState fan page is reported separately, and I have added new standalone measurement data for the Moorhead and Wadena campuses.

With the number of changes made to the data this month, there are no real meaningful comparisons to be made (for example, St. Paul College gained 5,119 fans on Facebook since the last measurement, but only because I wasn’t previously including that channel in its data). After this round’s additions, there are only four schools with missing data points – and all are Twitter accounts. As a result, comparisons and trends will begin in the May release of the data.

With this month’s increases and the additions of new data, across the 30 campuses being tracked the two-year colleges in the Minnesota State Colleges and Universities system have a combined total of 77,179 followers – 61,342 fans on Facebook and 15,837 followers on Twitter.

MnSCU aggregate followers

2-year colleges: 61,342 on Facebook, 15,837 on Twitter; 77,179 total
4-year colleges: 71,990 on Facebook, 22,052 on Twitter; 94,042 total
System-wide: 133,332 on Facebook, 37,889 on Twitter; 171,221 total

Andy Bartlett

By day, I am the executive director of communications and marketing at Bemidji State University. The rest of the time, I'm a husband, father of three, and proponent of super heroes, lasers, space ships and explosions.

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