UNIVERSITY COMMUNICATIONS ANALYTICSFEBRUARY 2017

VIRGINIA.EDU

TOP TRAFFIC SOURCESGoogle and Direct traffic consistently drive the majority of traffic to the homepage.

In February 2017, Google and Direct traffic accounted for 90% of all pageviews on the homepage.

FY17 YTD

FEB 2017

SOURCE: Google Analytics

DIRECT60%

GOOGLE30%

OTHER10%

ChartTitle

DIRECT GOOGLE OTHER

DIRECT62%

GOOGLE28%

OTHER10%

ChartTitle

DIRECT GOOGLE OTHER

Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000ZXcZXCZXcZXC

Homepage

Start Here

Schools' Landing Page

Faculty/Staff Resource Page

Undergraduate Studies

Undergraduate Majors

Current Students Resource Page

Athletics

Graduate Studies

Academics Landing Page

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

TOP PAGES VISITEDThe homepage is the most visited page within virginia.edu, which accounted for 54% of all pageviews in February.

Second to the homepage, the most visited page is Start Here, which accounts for 3% of all pageviews.

PAGEVIEWS % OF TOTAL

540,000

3%2%

2%2%

2%2%1%

1%1%

545,000 550,000

54%Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

SOURCE: Google Analytics

UVA TODAY

UVA TODAY SITE PERFORMANCE

AVERAGE PAGEVIEWS PER MONTH

0

100,000

200,000

300,000

400,000

500,000

600,000

FY 2015 FY 2016 FY 2017

175,448 PAGEVIEWS

304,909 PAGEVIEWS

453,566 PAGEVIEWS

SOURCE: Google Analytics

Average monthly pageviews on UVA Today continues to increase year over year. To date, average monthly pageviews in FY17 are up 49% compared to FY16.

*Average pageviews excludes views of UVA Today content off-site on

platforms such as Facebook Instant Articles and Apple News.

FY17 YTD

FEB 2017

In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for 50% of all site sessions.

SOURCE: Google Analytics

UVA TODAY TRAFFIC

SOCIAL MEDIA32%

ORGANIC SEARCH22%

DAILY REPORT

20%

DIRECT11%

OTHER6%

ILLIMITABLE EMAIL5%

UVA HOMEPAGE4%

ChartTitle

SOCIALMEDIA ORGANICSEARCH DAILYREPORT DIRECT OTHER ILLIMITABLEEMAIL UVAHOMEPAGE

SOCIAL MEDIA50%

OTHER15%

DAILY REPORT

12%

ORGANIC SEARCH11%

DIRECT8%

UVA HOMEPAGE3%

ILLIMITABLE EMAILS1%

ChartTitle

SOCIALMEDIA OTHER DAILYREPORT ORGANICSEARCH DIRECT UVAHOMEPAGE ILLIMITABLEEMAILS

STORY PERFORMANCE THIS MONTH

STORY TITLE BYLINE PAGEVIEWS1. UVA ALUMNA’S STUDENTS RECEIVE LARGEST EVER GIFT ON ELLEN SHOW Jane Kelly 18,3892. BRYAN CRANSTON TO BE UVA’S PRESIDENT’S SPEAKER FOR THE ARTS ON MARCH 26 Alexandra Rebhorn 13,3423. Z SOCIETY EMERGES FROM SECRECY TO HONOR ADMINISTRATOR SUSAN DAVIS Caroline Newman 7,9804. HERE’S PRUDENCE: UVA LAW ALUMNA INTRODUCES KIDS TO A YOUNG, HEROINE LAWYER Jane Kelly 5,0305. A DRIVERLESS FUTURE? Caroline Newman 5,0076. SAVING VIRGINIA'S COASTS Caroline Newman 4,7007. UVA ANNOUNCES PRESIDENTIAL SEARCH COMMITTEE Anthony de Bruyn 4,2678. FROM ‘IRON MAN’ TO ‘STAR WARS,’ HOW HOLLYWOOD CASHES IN ON CHINA’S BOX OFFICE Jane Kelly 4,0789. UVA EXPANDS DEGREE OPTIONS FOR COMMUNITY COLLEGE GRADS Matt Kelly 3,87510. ECONOMIC INEQUALITY IN THE U.S.: HOW BAD IS IT, AND WHY IS IT GROWING? Caroline Newman 3,74211. 10 THINGS TO LOOK FOR WITH A TRUMP-APPOINTED SUPREME COURT JUSTICE Jane Kelly 3,36812. UVA LIBRARY OPENS WINDOW ON LOST LOVE Katie McNally 2,83213. WITH THE HELP FROM ‘THE BEAST,’ UVA RESEARCHERS ARE MAKING THE NFL SAFER Rob Seal 2,80214. ALUMNA’S RESEARCH GUIDED FIERY LYRICS AND DUELS OF BROADWAY HIT ‘HAMILTON’ Katie McNally 2,66315. CAN ANYONE UPSTAGE ‘LA LA LAND’? UVA FILM EXPERTS PICK THEIR FAVORITES Caroline Newman 2,33816. AWARD-WINNING ‘LES MISÉRABLES’ CREATORS TO BE ARTISTS-IN-RESIDENCE Caroline Newman 2,24717. STUDY: SMARTPHONES MAY BE UNRAVELING THE FABRIC OF TRUST FOR FELLOW HUMANS Jane Kelly 2,14518. BROGDON JOINS UVA’S BASKETBALL LEGENDS AS HIS NUMBER IS RETIRED TONIGHT Erich Bacher 2,13219. AFTER ‘SHAKY’ START, TORI MCKENZIE FINDING HER WAY AT UVA Jeff White 1,93220. THESE ALUMNI ARE FIGHTING FOR PEACE, ONE CUP OF COFFEE AT A TIME Caroline Newman 1,903

In February 2017, University Communications published and promoted 66 stories.

SOURCES: Google Analytics, Facebook Insights, Apple News

TOP STORIES FEBRUARY 2017

SOCIAL MEDIA

SOCIAL MEDIA FOLLOWERS

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016 Dec 2016 Feb 2017

As of February 2017, UVA has nearly 293,000 followers on social media. Follower size on social media continues to increase steadily across all platforms.

*Snapchat followers are estimated by dividing average starting views by 66%,

the percentage of users who check Snapchat on a regular basis. This

calculation roughly accounts for followers who did not see the post

because they were not logged in to Snapchat at the time of the post.

SOCIAL MEDIA

FOLLOWERS*SNAPCHAT INSTAGRAM

TWITTER FACEBOOK

% CHANGE SINCE 2015

+16%

+24%

+42%

+66%

6,941 51,555 65,975

168,195

FEB 20174,176 36,428 53,394 145,068

FEB 2016

MOST ENGAGING POSTS

INSTAGRAM

7% ENGAGEMENT RATE 46 LIKES 8 SHARES (“RETWEETS”)

12% ENGAGEMENT RATE 5,884 LIKES 22 COMMENTS

TWITTERFACEBOOK

7% ENGAGEMENT RATE 6,506 LIKES 243 COMMENTS 674 SHARES 12,877 LINK CLICKS

VIDEO CONSUMPTION

PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER

VIDEO TITLE PRODUCER TOTAL VIEWS

1. Holiday Video 2016 Erik 388,703

2. Trick or Treating on the Lawn 2016 Vinny 114,578

3. Lighting of the Lawn Mitch 111,814

4. Welcome to UVA Erik 91,985

5. Secret Societies Mitch 86,304

6. The Story of Beta Bridge Vinny 49,697

7. Peter Busigel Mitch 31,237

8. Dean Harman Vinny 17,161

9. UVA’s Affordability Erik 3,111

TOTAL 894,590

Videos produced in Q2 earned nearly 895,000 views for the 9 videos produced.

2016 HOLIDAY VIDEO388,703 VIEWS

MEDIA SENTIMENT

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017

TOTAL MEDIA SENTIMENT BY TONE

In February 2017, negative media mentions were the lowest they have been in the past year.

POSITIVE/NEUTRAL NEGATIVE

MEDIA MENTIONS

*Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive,

negative, neutral) to media mentions and assigns a weight to each mention based

on its level of influence. Unlike a count of mentions, Cision’s total impact score

applies a tier multiplier to each mention based on the size and quality of the

media outlet that mentioned our keyword (“University of Virginia”).

Source: Cision media monitoring service.

MEDIA SENTIMENT YEAR OVER YEAR

In both FY16 and FY17, positive/neutral mentions have exceeded negative mentions.

BREAKDOWN OF MEDIA SENTIMENT

FY 2017

*Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision’s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword (“University of Virginia”). Mentions in larger, more prestigious outlets (“Tier 1”) are weighted more heavily than smaller, less prestigious outlets (“Tier 3”) when calculating the total impact score.

Source: Cision media monitoring service.

FY 2016

Negative35%

Positive/Neutral65%

Negative37%

Positive/Neutral63%

HIGHLIGHTS OF NATIONAL COVERAGEThe University of Virginia is frequently cited in national media.

The following represents a selection of national media coverage from February 2017.

Eyewitness Reliability Being Studied at UVA Richmond Times-Dispatch / February 12 Nobody’s perfect, and everyone makes mistakes — including eyewitnesses to crimes. The difference for eyewitnesses, though, is that those mistakes could cost an innocent person their freedom. That’s one of the reasons why the Laura and John Arnold Foundation recently awarded a nearly $1.4 million grant to three University of Virginia researchers, along with one from the University of Utah, to study and find improvements in eyewitness identification procedures.

The Career Pivot is the Ultimate Test of Self-Reinvention Washington Post / February 15 “The speed of change is so rapid now that the kind of work that people do will be continuously reinvented,” said Steven Laymon, interim dean of continuing and professional studies at the University of Virginia. “Digital technology, the ubiquity of data and the globalization of work will be these evolutionary drivers that change people’s jobs on an ongoing basis.”

Editorial: Our New Demographic Realities Roanoke Times / February 15 We used to think of Virginia as a fast-growing state. That was true once. Now it’s not. The Weldon Cooper Center for Public Service at the University of Virginia — which, among other things, studies population trends — has just released its latest estimates.

DNA Offers Clues to Mysterious Crypt in Ancient Pueblo National Geographic / February 21 Recently, new radiocarbon dates and ancient DNA analysis of the millennia-old bones revealed that the burials may represent an early Native American dynasty. Researchers show that the men and women buried in the chamber are all related through their mothers, a connection known as a matriline. Many Native American groups still pass membership on through the mother’s side, as do most of the world’s Jewish communities. “One pair may be a grandmother and her grandson, another two mother and daughter. They may not all have been rulers, but they were related,” says University of Virginia archaeologist and study co-author Stephen Plog. “The evidence suggests it’s a long matriline, in control for a long, long time.”

FOIA TRACKING

0

50

100

150

200

250

300

350

FY 2015 FY 2016 FY 2017

OPENED PROCESSED AND CLOSED

FOIA REQUESTSAt the end of the second quarter, University Communications received 147 FOIA requests

and processed and closed 148 FOIA requests in fiscal year 2017.

292 291FOIA

REQUESTS 281 273

147 148