Case Study: Capitalizing On A University's Influence
Situation Analysis:
A nationally-recognized University has an on-campus organization devoted to politics, with a specific focus on the election process. The organization has leading edge polling system that is housed within its Department of Political Science. The University prides itself on this offering, and is recognized nationally for its work in this area.
After the election of 2016, the University decision-makers wanted to better understand what people were saying about the organization in key geographic areas, with the hopes of better positioning itself in the future.
The Solution: Evaluate Social Media Activity to Highlight Influence by Geolocation
Using a robust social media monitoring tool, we were able to learn more about the scope of influence that the University’s polling organization had on specific geographic regions in the United States. We evaluated metrics, such as volume of activity and sentiment, to see how social media users reacted to the polling organization during the election process.
In fact, we drilled down to the street level to evaluate relevant conversations that were had in key footprints, which helped gain insights on the scope of influence the organization had on the public.
Our analysis showed that there were communities in NYC that were passionate about the University’s polling process. Our research showed that they preferred this University’s research over that of other organizations’. After evaluating individual comments, it was clear that the University’s followers considered them to be more trustworthy and authentic.
The Results:
With this social media analysis provided by Estella Media, the University was able to better understand their influence in key geographic regions.
Included were insights that help them to determine where they need better awareness of their brand, which will help guide future marketing efforts, including recruitment strategies.
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