Lubin on Social — January 2021 Review
Classes started at the end of January, so for most of the month, we were coming off of vacations and getting ready for that big day. This month our audience was very engaged with content that made them feel proud about being a student or alumnus at Pace, including accolades and student stories. We also saw that our graduate students needed a refresher on how to register for classes.
Our top organic Facebook post in January 2021 was a student story about grit and achievement. Bryan Comandini ’22 is a veteran, Coast Guard Achievement Medal recipient who is building his real estate business and started and real estate club on campus. Our Facebook audience found his story to be very inspiring!
The performance and metrics of this Facebook post:
203 Impressions • 199 People Reached • 2 Engagements • 2 Reactions (2 Likes) • 0 Post Clicks (0 Link Clicks, 0 Other Clicks) • 1% Engagement Rate
HOW DID WE DO ON FACEBOOK THIS MONTH?
The month of January closed with the Lubin Facebook Page posting 24 posts.
There are 3,639 total fans, 5,984 impressions, and 18 post link clicks. We also added 11 new fans in January. Our most engaged audience was women 25–34 (25%) and men 25–34 (25%)
Our top tweet this month was a celebration of Lubin’s placement in the “Best Business Schools of 2021” list published by Princeton Review, a very impressive accolade. We learned that our school leads in the category of Outcomes.
This tweet’s performance:
2,187 Impressions • 77 Total Engagements • 12 Likes • 9 Link Clicks • 5 Retweet • 4 Profile Click • 3.5% Engagement Rate • 12 Detail Expand • 16 Media Engagements
HOW DID WE DO ON TWITTER THIS MONTH?
The month of January ended with @LubinBSchool tweeting 27 times. There are now 1,869 total followers. There were 16 mentions, 15 retweets, 35 clicks, 12,100 impressions, 264 engagements, and 598 profile visits in January. We lost 1 follower. Our most engaged audience on Twitter was Male (55%) and the age groups of 35–44 (26.8%) and 45–54 (26.1%)
In January, our most engaging Instagram photo was a professional photograph of studying using the studying areas on campus. This post was a reminder that Pace is fully migrating to a new Learning Management System this semester. We were helping our students get ready to start off the semester right.
The performance of the top Instagram photo:
1,647 Impressions • 1,516 People Reached • 148 Likes • 0 Comments • 9.1% Engagement Rate • 18 Shares • 1 Save • 69 Profile Visits
HOW DID WE DO ON INSTAGRAM THIS MONTH?
As January ended, the @lubinschoolofbusiness Instagram account had collected 32,248 impressions, with an average reach per post of 327 people. Our average engagement rate was 3.3%. We added 49 new followers, and our top audience by gender was women (64%), and by age group was 18–24 (43.5%) and 25–34 (35.9%), and we had 15 post saves and 6 comments in December.
Our total amount of followers on Instagram was 2,445.
INSTAGRAM STORIES
The Instagram Story with the most completions for January was a mix of videos and text images about what #LubinLife means to our students, embodying our school culture.
The metrics of this engaging Instagram Story were as follows:
Total Impressions on this story were 280 • Reach was 276 • Taps back to view story again: 4 • The Completion Rate was 61% for the whole series of stories.
HOW DID WE DO ON INSTAGRAM STORIES THIS MONTH?
We had a total of 41 Instagram Stories posted in January with 10 videos. 14 of these Stories were part of our weekly “This Week at Lubin” events summary series. Our total impressions for Instagram Stories was 9,766, averaging almost 283 per Instagram Story.
Our top LinkedIn post this month was the same one as Twitter’s. A celebration of Lubin’s placement in the “Best Business Schools of 2021” list published by Princeton Review, a very impressive accolade. We learned that our school leads in the category of Outcomes. Our LinkedIn audience felt immensely proud of this accolade.
This post received 5,555 Total Impressions • 68 Reactions • 154 Clicks • 4 Shares • 2 Comments • 4.1% Engagement Rate
HOW DID WE DO ON LINKEDIN THIS MONTH?
At the end of January, we added 233 new followers and now have 40,049 total followers on our LinkedIn page. We posted 10 times and collected 29,186 total impressions. We had 790 total engagements, with 10 total shares, and 502 link clicks.
Our top LinkedIn audience resides in the Greater New York City Area (75%)
We currently have 33,427+ followers that self-identify as alumni of the Lubin School of Business.
YOUTUBE
By a small margin, January’s top YouTube video was our Graduate Webinar on how to register for classes. This 8-minute video was uploaded in May 2020. It was produced in-house by Lubin’s Office of Communications and External Relations and Graduate Advisement to help the incoming class of 2020 have a seamless transition into graduate school. Most traffic to this video came from the “Graduate Webinars” Playlist on YouTube.
The performance on this Lubin YouTube video breaks down as follows in January 2021:
5.2 Hours Watched • 88 Views • 3:33 Average Watch Duration • 248 Impressions
HOW DID WE DO ON YOUTUBE THIS MONTH?
At the end of January, Lubin had 319 total subscribers with 6 brand new subscribers. There were 2,262 minutes of watch time, with 1,197 views, 767 unique viewers, and 9,909 impressions. Our top audience in December was not subscribed to our channel (96.7%).
