I’m really trying to wrap my head around the roles of official vs personal social media accounts. Some aspects of “personal social media use” are figments of your imagination – “opinions are my own” makes me hold you even more accountable for your digital unprofessionalism, not less.Learn More
As a digital person at a post-secondary institution, my social media execution involves three main presences on the professional social network: LinkedIn Company Page, LinkedIn Discussion Group and LinkedIn University Page.Learn More
Our redesigned alumni newsletter was emailed out this past Tuesday evening. On Wednesday morning, we created 3 separate bit.ly links and used each on a different social network when promoting the online newsletter.
We posted status updates with the links on Twitter and Facebook, and started a discussion including the link on our LinkedIn alumni group.
Twitter started showing clicks immediately, and LinkedIn showed almost no reaction at first. Facebook was somewhere in the middle. After a few hours, Twitter stopped showing activity, Facebook continued to plod along and LinkedIn started showing activity.
In the end, Facebook brought us the highest number of clicks (9 of a total 22). LinkedIn came in second over Twitter (7 of 22), and Twitter brought in 6 (of 22)
Here is a little table:
|Population||Clicks||% that clicked|
- Twitter responded the quickest, but had little impact after the first burst
- Facebook and LinkedIn provided results over time: content on these networks has a longer lifespan
- Facebook yielded the best return for us but Twitter users were the most engaged
- The LinkedIn post would have been emailed to the 2,000+ members of the group whereas neither of the other networks would have had this type of support
Overall, I’m glad that there are services such as Seesmic/ping.fm and TweetDeck that streamline this for us – because 22 clicks is not a huge yield out of an overall audience of 3,306 (0.6%). LinkedIn is the service that I haven’t been able to streamline yet, which means that I have to post once to Twitter+Facebook, and then post a second time to LinkedIn – and it’s also the service that had the lower return.
Note: I could probably update all 3 in a single go via ping.fm, so I should look at this with our next announcement (though lately we’ve been trying to do individual posts on each network as much as possible, rather than carbon copies across all three). #hashtags seem to throw off some Facebook users, also Facebook has a higher character count as does LinkedIn, etc.Learn More