Status quo analysis: social media

1. entry phase

  • Initial discussion with the university: Understanding the goals, target groups and previous social media marketing strategies.
  • Definition of the KPIs (key performance indicators): Determining which metrics (e.g. engagement rate, reach, follower growth) should be used to evaluate performance.

2. data collection and analysis

  • Access to social media accounts: Access to the university’s social media accounts and relevant analytics tools.
  • Data collection: Collection of data on posts, campaigns, user interactions, reach, engagement, etc.
  • Analysis of the data: Evaluation of performance based on the data collected and comparison with the targets set.

3. content and qualitative analysis

  • Content audit: Checking the quality and relevance of content shared on social media channels.
  • Tonality and brand conformity: Assessment of whether the university’s social media presence is consistent and conforms to the brand.
  • Target group analysis: Checking whether the right target group is being reached and how they react to the content.

4. competitive and benchmark analysis

  • Comparison with other universities: Analyzing how similar institutions structure their social media presence.
  • Industry benchmarks: comparison of performance with industry standards.

5. development of recommendations

  • Strategic recommendations: Suggestions for optimizing social media strategy.
  • Tactical recommendations: Specific tips to improve content, engagement strategies, posting times, etc.

6. reporting and presentation

  • Preparation of a comprehensive report: summary of the analysis results and recommendations.
  • Presentation of the results: Presentation and discussion of the results and recommendations with the university’s stakeholders.

7. planning for the future

  • Implementation planning: Creation of an action plan for the implementation of the recommendations.
  • Monitoring and adaptation: suggestions for ongoing monitoring and adaptation of social media activities.

Aspects to be considered

  • Target group-specific approach: Adaptation of content and strategies to the specific interests and needs of the university’s target group.
  • Trends and innovations: Inclusion of current social media trends and innovative approaches.
  • Sustainability of the strategy: Ensuring that the recommended strategies are sustainable and can be implemented in the long term.
  • Measurement and evaluation: Clear definition of how the success of the implemented measures is measured and evaluated.