SocIal MedIa

Monitoring Report

Goals

1
2

Increase Number of followers

on facebook and twitter


Identify
most popular

content
among users

objectives

To Increase amount of followers on

each platform by 15 percent by the
end of 2015.

Evaluate which types of posts

generate highest levels of
user engagement
Discern whether prsa social
media aligns with user patterns

Target audiences

To Increase user engagement by

15 percent by the end of 2015.

3
4

current prsa members

prospective prsa members
pr industry leaders
individuals
firms

Current stats
32,150 FB followers
87.6K twitter followers
.682 fb posts/day
8.727 tweets/day

Date range October 20- November 10, 2015

Report produced by Izabella zucker

Facebook

15 total posts, 861 total likes, 151

total shares, 9 total comments

Content

Theme Frequency


PRSA
Administration

Photo
13%

20%
PR Industry

Insight
40%
13%
PRSA ICON
14%


PRSA Awards
40%

7%
PRSA Brand




User Engagement Based on Theme


5
136
PRSA
Brand
343+

0
PRSA Awards
1
Comments
22

Shares
ICON 1 9
PRSA
Likes
218


1
1
PR Industry Insight

8

3
PRSA Administration
3

103

0
50
100 150 200 250

Number of Actions Taken



User Engagement Based on Content


Other link
1 4
62

Comments

Link to PRSA
newsroom
1
0
Shares
73

Likes
Link to ComPRehension
0

0 3

Link to PRSAy.org
0
2 16


Graphic
2
117

343
Photo

5
0

20

28
40

364

60

80 100

Number of Actions Taken

Content Frequency
Other external link
13%

Link to PRSA
newsroom
20%

13%

Link to
ComPRehension
Link to PRSAy.org

7%
Graphic

What this means

Most frequent theme:
International Conference.
Most liked theme focused on
the PRSA Brand
(#MotivationMonday and a carved
pumpkin for Halloween).
Most frequent content was
photos, which aligned with the
most liked content among users.
Most shared content, however,
was the motivational graphic.
PRSA Newsroom appeared most
frequently among affiliates and
was most liked among users.
PRSAy most shared among
users.

Quick facts
Most likes: 343
Most shares: 117
Most comments: 3
5 Female : 1 Male Commentator
53.33% posts used a hashtag
most popular was #PRSAICON.
Median Likes/Post: 22
Median Shares/Post: 1
Average Comments/Post: .6

twitter

*activity skyrocketed with coverage of the

international
conference, thus a smaller sample of



tweets
from 11/7-11/10 were monitored

Content Frequency


0%
2%
Photo

13% 8%
Video
5%

Graphic

ComPRehension link

13%
40%

PRSAy link

44%
other link
15%

PR Instagram

PRSA newsroom link

2%
5%



User Engagement Based on Content


4
PRSA Newsroom
Replies
32 38

0 3
PRSA Instagram
RTs
2

2
25
Other
link

Likes
12
1

PRSAy link
10 17

1
ComPRehension link
53 60

1
48 55
Graphic
1
Video
11
13

0
Photo
0 1


0
10
20
30
40
50
60

Number of Actions Taken


User Engagement Based on Theme


7
Promo
PRSA ICON
144
151

2
Non-ICON Event
7
6

Other 0
32
33
Replies

0
PRSA Administration
29

49
RTs
1

PR Industry Insight
143
Likes
99

1 12
25

Member Appreciation

20

40

60

80 100 120 140 160

Number of Actions

Theme Frequency
Member
Appreciation
8%

PR Industry
Insight
28%

PRSA
Administration
Non-ICON event

17%

Other
PRSA ICON
Promo

What this means

ComPRhension appeared
most frequently and was
the most popular site
among users.
ICON promotion
dominated frequency and
user interaction, with
industry insight coming in
second.

RTs & Quick facts

While the PRSA accounts
rarely posted photos, the
majority of its RTs were
photos.
Most RTs focused on
ICON and administrative
themes.
Pre-Conference Avg:
2.941 Tweets per day
During Conference Avg:
35 Tweets per day

Peoples choice

343 Likes
117 Shares

Hmm Comprehension was least popular on FB, but the most popular on twitter.

recommendations
facebook
1. Facebook users engage far more with
content focused on the PRSA
brand/member appreciation than any
other theme. PRSA should inject warmer,
friendlier content aimed at its target
audience of members to drive
engagement.
2. Continue posting photos to drive likes,
but post more graphics to drive shares.
3. Commentators are relatively scarce. Try
posing more questions in posts to strike
a conversation, especially with the target
audience of industry professionals.
4. There are many PRSA affiliate sites,
some more popular than others. Trim
down the less popular sites like
ComPRehension to keep it simpler and
more user-friendly.

twitter
1. Posting repeat content (same article,
different phrasing) does NOT result in
higher engagement. Eliminate that overposting practice.
2. Hosting the International Conference
significantly drove up the amount of
followers. Now is the chance to keep them
engaged by feeding their interests:
industry insight, articles on
ComPRehension and eye-catching
graphics.
3. The PRSAy blog is the least popular
affiliate. Either weed this platform out, or
create more appealing content.
4. Post more graphics! These are
scarcely posted, but loved by users.
5. Engagement and frequency align perfectly
in relation to theme. Keep it up!