university communications analytics · social media followers 50,000 100,000 150,000 200,000...
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UNIVERSITY COMMUNICATIONS ANALYTICSDECEMBER 2016
VIRGINIA.EDU
TOP TRAFFIC SOURCES
Google and Direct traffic consistently drive the majority of traffic to the homepage. In December 2016, Google and Direct traffic accounted for 91% of all pageviews on the homepage.
FY17 YTD
DIRECT65%
GOOGLE26%
OTHER9%
DIRECT64%
GOOGLE27%
OTHER9%
DEC 2016
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 Landing Page
Schools Landing Page
Graduate Studies
Undergraduate Studies
Undergraduate Majors
Apply Landing Page
Current Students Resource Page
Faculty/Staff Resource Page
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 December.
Second to the homepage, the most visited page is Start Here, which accounts for 3% of all pageviews.
PAGEVIEWS % OF TOTAL
490,000
3%
3%2%
2%
2%2%
2%
2%
1%495,000 500,000
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
UVA TODAY
UVA TODAY SITE PERFORMANCE
AVERAGE PAGEVIEWS PER MONTH
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
FY 2015 FY 2016 FY 2017
175,448 PAGEVIEWS
304,909 PAGEVIEWS
502,251 PAGEVIEWS
SOURCE: Google Analytics
Average monthly pageviews on UVA Today continues to increase year over year. To date, average monthly pageviews in FY 2017 are up 65% 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
DEC 2016
In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for 52% of all site sessions.
SOURCE: Google Analytics
UVA TODAY TRAFFIC
SOCIAL MEDIA32%
DAILY REPORT24%
ORGANIC SEARCH
22%
DIRECT7%
UVA HOMEPAGE5%
ILLIMITABLE EMAIL2%
HOUSE ADS1%
OTHER7%
ChartTitle
SOCIALMEDIA DAILYREPORT ORGANICSEARCH DIRECT UVAHOMEPAGE ILLIMITABLEEMAIL HOUSEADS OTHER
SOCIAL MEDIA52%
DAILY REPORT11%
ORGANIC SEARCH
9%
DIRECT8%
UVA HOMEPAGE3%
ILLIMITABLE EMAIL1%
OTHER16%
ChartTitle
SOCIALMEDIA DAILYREPORT ORGANICSEARCH DIRECT UVAHOMEPAGE ILLIMITABLEEMAIL HOUSEADS OTHER
STORY PERFORMANCE THIS MONTH
STORY TITLE BYLINE PAGEVIEWS
1. ‘LIGHTING OF THE LAWN’ TRADITION DRAWS THOUSANDS TO GROUNDS Kaylyn Christopher; Dan Addison; Sanjay Suchak 6,203
2. IN MEMORIAM: SYDNEY BLAIR, ‘THE HEART’ OF UVA’S CREATIVE WRITING PROGRAM Anne Bromley 5,107
3. UVA BOARD ESTABLISHES ENDOWMENT OF UP TO $300 MILLION TO SUPPORT STUDENT SCHOLARSHIPS McGregor McCance 5,101
4. KIPLINGER NAMES UVA AS NO. 2 ‘BEST VALUE’ AMONG PUBLIC UNIVERSITIES Kaylyn Christopher 4,967
5. UNKNOWN SOLDIERS: UVA DISCOVERS POWERFUL DEFENDERS OF THE BRAIN Josh Barney 4,313
6. YEAR OF THE WAHOO: 16 WAYS UVA MADE THE WORLD A BETTER PLACE IN 2016 Katie McNally 4,087
7. EXPERIENCE UVA’S MUSICAL HOLIDAY GREETING, STRAIGHT FROM THE REOPENED ROTUNDA Erik Duda; Caroline Newman 3,685
8. ROTUNDA PLAQUE WILL HONOR UVA GRADUATE SLAIN IN IRAQ WAR Matt Kelly 3,276
9. LAUGHING AT THIS MAN MAY BE GOOD FOR YOUR HEALTH Kaylyn Christopher 3,154
10. UVA MEN’S CLUB SOCCER TEAM COACHES ITSELF TO A NATIONAL TITLE Kaylyn Christopher 3,063
11. WHILE AWAY THE WINTER DAYS WITH THESE 14 BOOK PICKS FROM UVA READERS Anne Bromley 3,020
12. NOT INTERESTED IN ‘ELF ON A SHELF’? TRY ‘MENSCH ON A BENCH’ Caroline Newman 2,943
13. 5.9 BILLION REASONS WHY UVA IS A BOON TO THE VIRGINIA ECONOMY Fariss Samarrai 2,615
14. UVA CENTER MAY CHANGE THE WAY YOU EXPERIENCE RELIGION Caroline Newman 2,475
15. BALANCING ACT: PEDIATRIC NURSING PROFESSOR MANAGES LIVING AND TEACHING WITH MS Kaylyn Christopher 1,997
16. STUDY: ONLINE INSOMNIA PROGRAM CAN IMPROVE SLEEP FOR MANY Eric Swensen 1,972
17. STUDENTS RECEIVE 2017 HANNAH GRAHAM MEMORIAL AWARD FOR WORK IN AFRICA April Ballard 1,966
18. UVA PRESIDENT PROVIDES FIRST GIFT TO BICENTENNIAL SCHOLARS FUND Jane Kelly 1,898
19. FAKE NEWS’ WASN’T BORN IN 2016. HERE’S HOW TO COMBAT IT Katie McNally 1,796
20. HOW SHOULD THE UNIVERSITY REMEMBER ENSLAVED LABORERS? Anne Bromley 1,662
In December 2016, University Communications published and promoted 56 stories.
SOURCES: Google Analytics, Facebook Insights, Apple News
TOP STORIES DECEMBER 2016
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Dec 2015 Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016 Dec 2016
As of December 2016, UVA has nearly 287,000 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
+19%
+25%
+52%
+82%
6,094 49,941 64,006
166,501
DEC 20163,346 32,842 51,254 139,492
DEC 2015
MOST ENGAGING POSTS
6% ENGAGEMENT RATE 201 LIKES 82 SHARES (“RETWEETS”)
13% ENGAGEMENT RATE 6,354 LIKES 20 COMMENTS
TWITTERFACEBOOK
8% ENGAGEMENT RATE 3,421 LIKES 56 COMMENTS 113 SHARES
MEDIA SENTIMENT
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016
TOTAL MEDIA SENTIMENT BY TONE
In December 2016, negative media mentions were the second 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.
Negative35%
Positive/Neutral65%
FY 2016Negative41%
Positive/Neutral59%
HIGHLIGHTS OF NATIONAL COVERAGEThe University of Virginia is frequently cited in national media.
The following represents a selection of national media coverage from December 2016.
UVa Agrees to Purchase Power Generated by Richmond-Area Solar Array Owned by Dominion Power Richmond-Times Dispatch / December 9 The University of Virginia has purchased the rights to use the electric output of a 17-megawatt solar power array in King William County. When complete, the 160-acre facility will be capable of meeting 12 percent of the university’s current electric demand.
Capt. Humayun Khan, a Muslim Army officer killed in Iraq, to be honored at U-Va. Washington Post / December 14 Army Capt. Humayun Khan, a Muslim immigrant who received a commission as an Army officer after graduating from the University of Virginia and died in 2004 during combat in Iraq, will be honored with a plaque in his memory on the U-Va. campus.
Two Brothers Join Together in Fight to Cure Blindness The Huffington Post / December 15 In an effort to shop from socially-conscious brands this holiday season, I came across an interesting startup that caught my eye. Two Blind Brothers is a cause-driven clothing brand that sells luxury causal wear and gives 100% of its net profits to medical research to cure blindness.
U.Va. President, Husband Giving $100k for Scholarships The Associated Press / December 20 University of Virginia President Teresa A. Sullivan and her husband are making a $100,000 gift to a new scholarship fund at the school. The school said in a statement Monday that the couple will donate to the new Bicentennial Scholars Fund. The fund will support need-based and merit-based student scholarships.
Virginian Works to Elevate the American Civic Discourse, Starting with Children USA Today / December 31 Also appeared in 109 Gannett properties A small effort that could help heal an election-fractured nation radiates from Charlottesville, Virginia. On the campus of Thomas Jefferson’s university and in the shadow of his home, Monticello, former social studies teacher Meg Heubeck channels the founding father who sought to unify a nation after a nasty, corrosive election in 1800.
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