Blake Springfield

Client: Mass Comm Week

MC 4326: Advanced Social Media & Analytics
School of Journalism and Mass Communication
Texas State University
 Strategic Overview

Mission/Business Objective:

The mission for our client, Texas State University Mass Comm Week, is to use strategic messaging and
social media to generate interest and attendance to the event.

Product/Service:

The clients’ sole product is the event, Mass Comm Week at Texas State University. The event consists of
a series of speakers, panels and workshops. The event gives Texas State students the opportunity to
learn from and network with professionals in the fields in which they will pursue careers after
graduation.

Target Audience:

The target audience for Mass Comm Week are current and former students at Texas State University,
primarily those studying in the School of Mass Communication and Journalism.

Social Media Presence:

Mass Comm Week Maintains a presence on Facebook, Instagram and Twitter. The Mass Comm Week
social media pages seem to have been updated with posts solely during mass comm week itself. They
posted updates on the different events/speakers during mass comm week along with some quotes and
photos of speakers participating in the event. They are trying to keep students informed about the
goings on during mass comm week and promote speakers/events. The voice is generally very
professional and to the point, with a few jokes/memes mixed in. More details for the accounts will be
provided in analytics reports.

Competitors/Like-minded Organizations: The organizations we studied for this report include Mass
Comm Week at Southern Illinois University at Edwardsville, Innovation Week at Texas State, and the
PRSSA National Conference and Mass Comm Week. More information on these organizations can be
found in the competitor analysis in this report.

Recommendations for the Future:

Mass Comm Week should consider posting more content throughout the year, and not just during the
weeks surrounding and during the event. It would be wise to develop a detailed posting schedule to
ensure that the accounts continue to produce content and stay consistent. Furthermore, the client
should consider using a student reporter during the event. This should help create more professional
content for social media, and the reporter will gain valuable experience conducting interviews with
students and speakers. The client should also do more to promote educators in the School of Mass
Communication and Journalism. If promoting the event of Mass Comm Week is the primary purpose of
the clients, then promoting the school is a close second, and the unique professors of the SMCJ are
great assets to this cause. Lastly, the client should consider developing a more consistent color scheme
for all accounts to adhere to.
 Competitor Analysis
Innovation Week TXST

Facebook

Facebook URL: https://www.facebook.com/TXSTCE/

Number of followers: 718

Number of posts in biggest month: September 2018, 29 total.

Types of posts in biggest month: During their biggest month which was September, their posts consisted
primarily of informative text regarding their event as well as photos of the speakers who were coming to
speak. They had links on majority of their posts for students to see a full schedule of all the guest
speakers.

What type of content does the department post? The department primarily posts about events that
they’re going to be holding. Majority of what they post is either a notification about an upcoming event,
or a recap of what went on during such events.

Average likes, comments and shares per post for month: 6.89 likes, 0.17 comments, and 1 share.

Overall opinion of the assigned FB page I think the biggest positive would be that they post often and it’s
always informative. I personally think it’s most important for any kind of school social media to always
be informative. The negatives that I saw was that their content lacked the need for interaction, I just
didn’t see much room for student interaction. I think this could be fixed by asking questions to students
about what their plans are to come and participate in their events maybe.

Instagram

Instagram handle: https://www.instagram.com/txstce/

Number of followers: 839

Number of posts in the past month: 4 total posts for the month of November 2018

Types of posts in the past month (break down between photos, videos, graphics, etc.): In the past month
of November, they didn’t post very much, but they have some good photos and video content. They
have some pictures of some events as well as Old Main which are always great. They also have a video
of students which tends to get a lot of attention.

What type of content does the department post? For example, events, student resources, alumni bios,
general encouragement, humor, etc. The content this department posts is primarily informative about
some student events that will be going on. It’s all about ways for students to get more involved.

Average likes, comments and shares per post for the past month: Avg. Likes: 67.5, Avg. comments: 0,
Avg. Shares: 0

Overall opinion of the Instagram account (positives, negatives, biggest thing you would recommend
SJMC to consider with its own content): My overall opinion of the account is that they maintain the
same theme throughout their page where they primarily post about events and I think it’s really good to
maintain a consistent theme throughout your page, it just looks better. The negatives are that they post
practically the same content on Instagram that they do on Facebook. They use the same visuals, so I
think it would be really cool if they could add more visuals rather than just repeating posts.

SIEU Mass Comm Week

Facebook URL: https://www.facebook.com/SIUE-Department-of-Mass-Communications

Number of followers: 70

Number of posts in biggest month: The account has not posted since March 2017, where they posted 4
times.

Types of posts in biggest month: This was the month before their mass comm. Week, so they were
posting infographics, videos of what’s to come during their event.

What type of content does the department post? The department primarily posts images of speakers
that will be coming during the event.

Average likes, comments and shares per post for month: 3.5 likes, .25 comments, 1 share
Overall opinion of the assigned FB page: There is no account dedicated to the event on Facebook, so my
advice would be to start a page for the event and gradually take steps to start a presence there.

Instagram

Instagram handle: masscomm.siue

Number of followers: 292

Number of posts in the past month: 14

Types of posts in the past month (break down between photos, videos, graphics, etc.): The posts were
exclusively photos and infographics. What type of content does the department post? The posts were
infographics informing followers of mass comm week and photos of speakers during the event.

Average likes, comments and shares per post for the past month:

Likes: 15.57

Comments: .43

Overall opinion of the Instagram account (positives, negatives, biggest thing you would recommend
SJMC to consider with its own content): In comparison to Texas State Mass Comm week, this account
puts much less effort into promoting the event. The infographics all look the same and the picture are
also essentially the same shot. The account also did not post enough content during the week of the
event.

Include a screenshot of a post that you liked or that performed well.

PRSSA National Conference and Mass Comm Week

PRSSA National Conference

Instagram

Instagram Handle: prssanational

Number of Followers: 3,305
Number of posts in the past month: 29
Type of posts in the past month: PRSSA posted a sequence of pictures that were a countdown to the
national conference starting with day 10. Many of their posts are infographics and posts include
students/members of PRSSA. They also posted a few videos of people talking about diversity.
What type of content does the department post? They post student resources, interviews and events.
Average likes and comments for the past month: Avg. likes: 108.3 Avg. comments: 1.13
Overall opinion: I think that the Instagram does an average job of posting and has average quality posts.
I think that they could be way more creative with their posts and showcase more events, students work
and overall accomplishments.

Best post:

Facebook

Facebook URL: https://www.facebook.com/PRSSANationalConference/

Number of Followers: 1,230
Number of posts in biggest month: 44
Types of posts in biggest month: They posted countdown posts, reminders about registration deadlines,
links to sign up for housing accommodations for the conference and links to sign up for sessions within
the event.
What type of content does the department post?: Interview videos, infographics
Average likes, comments and shares: Avg. likes: 5.8 Avg. comments: .11 Avg. shares: .89
Overall opinion: I think that the page did a good job of giving information about the event but I think
they should’ve done some live videos or more posts during the actual event to showcase it more.

Best post:

Texas State Mass Comm Week

Instagram

Instagram handle: txstatemcweek

Number of followers: 241
Number of posts: 34
Types of posts: Their posts include infographics for the events and photos and videos of students.
Content type: photos, canva graphics, videos.
Average likes and comments: Avg. likes: 1+4

.1 Avg. comments: .47

Overall opinion: I think that the content was good and fitting for the event but I think they could’ve been
more creative with their posts.

Best Post:
Facebook:

Facebook URL: https://www.facebook.com/txstatemcweek/

Number of followers:
Number of posts: 48
Types of posts: Photos, videos and informational posts.
Type of content: They used a lot of canva graphics in order to show the schedule for the week and they
used some photo and video from the events to highlight them.
Average likes, comments and shares: Avg. likes: 3.02 Avg. comments: .63 Avg. shares: .66
Overall opinion: I think that they did a good job of posting and updating students throughout the week
but I think that they should’ve had more helping hands getting more pictures from event to be able to
post more frequently in order to highlight each of the events.

Best Post:
Analytics Reports
 New Content Ideas
Facebook:

As I said earlier in this report, I believe that highlighting professors in the SJMC is a great strategy for the
future. We want to show students who may be interested in the school that we have unique and
dedicated professors. I believe that translating this into a 1-minute video interview would also help to
drive traffic on Facebook.

Instagram:

Crowd shots like this show students that events during Mass Comm Week are in demand and that the
client is trying to bring out speakers who will drive interest in the students. This singular photo should be
turned into a series of photos and videos highlighting the event. An example caption: “Check out some
of the highlights from the Bumble event at Mass Comm Week, It was a full house! @bumble #mcweek18