Lubin on Social — April 2021 Review
This month saw a lower level of engagement across platforms as the semester started to wind down and students focused on finals. One of the content highlights that we introduced this year was an effort developed in collaboration with the advisement office to help students prepare for registration season. We found this content to be super engaging for current students. Some other highlights included alumni and student spotlights that enable our audiences to feel pride about their alma mater.
Our top organic Facebook post in April 2021 featured a student’s experience as one of the first graduates of our Master’s in Accounting Data Analytics and Technology. This was a top organic post based on post engagements, and what was unique about this post was its long caption, which required our audience to click the “read more” button. This long caption included a testimonial quote from the student.
The performance and metrics of this Facebook content:
159 Impressions • 158 People Reached • 11 Engagements • 1 Like • 10 Post Clicks • 6.9% Average Engagement Rate
HOW DID WE DO ON FACEBOOK THIS MONTH?
The month of April closed with the Lubin Facebook Page posting 30 times.
There are 3,664 total fans, 7,148 impressions, and 24 post link clicks. We also added 0 new fans in April. Our most engaged audience was women 25–34 (24.6%) and men 25–34 (24.5%)
Our most viewed tweet for April was a very engaging student spotlight of a graduate student who embodies the university’s drivers. Because of that, this tweet was retweeted by other university accounts, helping it gain a lot more exposure.
This tweet’s performance:
1,563 Impressions • 18 Total Engagements • 4 Likes • 3 Retweet • 2 Profile Click • 1.2% Engagement Rate • 2 Detail Expand
HOW DID WE DO ON TWITTER THIS MONTH?
The month of April ended with @LubinBSchool tweeting 33 times. There are now 1,880 total followers. There were 38 mentions, 12 retweets, 12 link clicks, 10,607 impressions, 138 engagements, and 364 profile visits in April. We gained 3 followers. Our most engaged audience on Twitter was Male (55%) and the age groups of 35–44 (26.8%) and 45–54 (26.1%)
In April, our most engaging Instagram post reminded our students that study abroad programs are coming back and the nearing deadline to apply for a study abroad scholarship. This post generated a lot of traffic to our website because it led to something significant to our students. We also featured a student quote and their photo, which always creates a lot of engagement from the student’s peers. Additionally, the picture setting with the Brooklyn bridge in the background is a classic iconic New York City image that always generates good engagement.
The performance of the top Instagram photo:
1,619 Impressions • 1,292 People Reached • 123 Likes • 2 Comments • 7.8% Engagement Rate • 1 Share • 1 Save • 17 Profile Visits • 4 Website Clicks
HOW DID WE DO ON INSTAGRAM THIS MONTH?
As April came to a close, the @lubinschoolofbusiness Instagram account had collected 46,815 impressions, with an average reach per post of 1,005 people. Our average engagement rate was 5.2%. We added 68 new followers, and our top audience by gender was women (65%), and by age group was 18–24 (41.5%) and 25–34 (36.3%), and we had 34 post saves and 13 comments in April. We posted to our feed a total of 14 times.
Our total amount of followers on Instagram is 2,625.
INSTAGRAM STORIES
The Instagram Story with the highest completion rate for April was part of a push to get students to get to Fall Registration start prepared to go ahead and register for classes. This effort was a collaboration between the Office of Communications and the Office of Undergraduate Advisement. We developed daily countdown animations until registration day. Each day, we included a different tutorial for the students, including how to navigate the schedule explorer, book an appointment with an advisor, and register for classes.
The metrics of this engaging Instagram Story were as follows:
Total Impressions on this story were 212 • Reach was 209 • Taps back to view story again: 14 • The Completion Rate was 90.4% for the whole series of stories.
HOW DID WE DO ON INSTAGRAM STORIES THIS MONTH?
We had a total of 82 Instagram Stories posted in April. Our total impressions for Instagram Stories was 12,869, averaging over 155 per Instagram Story.
Our top LinkedIn post for April was an invitation to attend a Dean’s Roundtable event with guest speaker Chris Krasas ’89, ’97, CEO of Carl Stahl Sava Industries. This post generated a lot of engagement from peers of Mr. Krasas, who recognized him and commented on the post congratulating him for being a part of this event series. Mr. Krasas already commented on the post himself, giving the post a larger audience, as it also appeared on the LinkedIn homepage of his connections, and not just our followers.
This post received 3,935 Total Impressions • 67 Reactions • 84 Clicks • 13 Comments
HOW DID WE DO ON LINKEDIN THIS MONTH?
At the end of April, we added 185 new followers and now have 40,687 total followers on our LinkedIn page. We posted 13 times and collected 20,420 total impressions. We had 601 total engagements, with 7 total shares, and 342 link clicks.
Our top LinkedIn audience resides in the Greater New York City Area (74.7%)
We currently have 36,439+ followers that self-identify as alumni of the Lubin School of Business.
YOUTUBE
This month, the top video on YouTube was our “How to Register for a Class” tutorial video. This 2:16 minute video is a step-by-step on registering for classes, which we created in collaboration with the undergraduate advisement office as students were getting ready to register for the Fall semester. Most traffic to this video comes from YouTube Search (30.8%), most specifically through the “pace university” keywords.
The performance on this Lubin YouTube video breaks down as follows in April 2021:
1 Hour Watched • 65 Views • 0:52 Average Watch Duration • 577 Impressions
HOW DID WE DO ON YOUTUBE THIS MONTH?
At the end of April, Lubin had 338 total subscribers with 7 brand new subscribers. There were 2,166 minutes of watch time, with 1,236 views, 756 unique viewers, and 12,713 impressions. Our top audience in April was not subscribed to our channel (96.1%).
