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.