2023-09-13-Rival_IQ-2023年高等教育社交媒体参与报告_63页_12mb

2023 Higher Education Social Media Engagement Report Summary

Core Content

This report provides an in-depth analysis of social media engagement for D1 and D2 colleges and universities in the United States from June 1, 2022, to May 31, 2023. It includes rankings across Instagram, Facebook, Twitter, and TikTok, as well as insights into the strategies that led to top performances.

Methodology

• Data Collection Period: June 1, 2022, to May 31, 2023
• Number of Institutions Analyzed: 659 D1 and D2 colleges and universities
• Total Posts Analyzed: 941,000
• Total Engagements: 242 million
• Ranking Criteria: A weighted formula combining total engagement and engagement rates

Key Findings

Top 10 Colleges and Universities

1. University of Iowa

   • Instagram: 1st
   • Facebook: 1st
   • Twitter: 2nd
   • TikTok: 35th
   • Overall Rank: 1st
   • Key Strategy: Diversified posting strategy with high engagement from fans, especially due to women's basketball wins and Hawkeye spirit content.

2. University of South Carolina, Columbia

   • Instagram: 2nd
   • Facebook: 10th
   • Twitter: 7th
   • TikTok: 21st
   • Overall Rank: 2nd
   • Key Strategy: Strong Instagram growth, sassy and engaging content, and leveraging alumni and student milestones.

3. Texas Christian University (TCU)

   • Instagram: 3rd
   • Facebook: 8th
   • Twitter: 5th
   • TikTok: 31st
   • Overall Rank: 3rd
   • Key Strategy: Strong visual consistency with purple branding, and a surge in engagement due to football success.

4. James Madison University (JMU)

   • Instagram: 1st
   • Facebook: 9th
   • Twitter: 10th
   • TikTok: 76th
   • Overall Rank: 4th
   • Key Strategy: Consistent campus beauty content, high engagement on Instagram, and empathetic messaging around sensitive topics.

5. Utah State University (USU)

   • Instagram: 44th
   • Facebook: 29th
   • Twitter: 7th
   • TikTok: 23rd
   • Overall Rank: 5th
   • Key Strategy: Nostalgic content, timely snark, and engagement with Gen Z.

6. Tarleton State University

   • Instagram: 18th
   • Facebook: 10th
   • Twitter: 21st
   • TikTok: 65th
   • Overall Rank: 6th
   • Key Strategy: Campus traditions, such as the Risinger Memorial Bonfire, and a national champion rodeo team.

7. University of Mississippi (Ole Miss)

   • Instagram: 52nd
   • Facebook: 31st
   • Twitter: 35th
   • TikTok: 25th
   • Overall Rank: 7th
   • Key Strategy: Engaging content on all platforms, highlighting student milestones and athletics victories.

8. Bowling Green State University (BGSU)

   • Instagram: 12th
   • Facebook: 39th
   • Twitter: 42nd
   • TikTok: 60th
   • Overall Rank: 8th
   • Key Strategy: Mixed content strategy with a focus on campus life, sports, and inspirational stories.

9. University of Georgia

   • Instagram: 13th
   • Facebook: 63rd
   • Twitter: 35th
   • TikTok: 54th
   • Overall Rank: 9th
   • Key Strategy: Strong Instagram and TikTok presence, leveraging mascot Uga and football content.

10. University of Tennessee, Knoxville

• Instagram: 63rd
• Facebook: 31st
• Twitter: 16th
• TikTok: 53rd
• Overall Rank: 10th
• Key Strategy: Leveraging nostalgia, mascot Smokey X, and alumni engagement.

Additional Highlights

• University of Iowa has maintained the top position for the fifth consecutive year.
• University of South Carolina, Columbia made a significant leap in the rankings, especially on Instagram.
• Texas Christian University made a strong debut in the Top 10, fueled by their football success.
• James Madison University has consistently ranked high due to their Instagram and TikTok content.
• Utah State University and Tarleton State University showed notable growth, with USU maintaining a Top 5 position.
• Ole Miss made its Top 10 debut, highlighting their comprehensive engagement strategy.
• Bowling Green State University and University of Georgia also showed substantial improvements in their social media performance.

Conclusion

The report underscores the importance of a diversified social media strategy, leveraging campus traditions, athletics, and student life to drive engagement. Institutions that successfully blend visual content with timely and relatable messaging tend to perform better on social platforms. The use of mascots and alumni engagement also plays a significant role in boosting social media presence and interaction.