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Reinvigorate and reorganize ITS’s use of social media, with a concentration on Twitter, as supported by data and research.

Research Conducted

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Over the course of this internship, we completed three separate phases in the project.

  • Research and data compiling: we analyzed the content of the existing Twitter account over the past fiscal year, along with completing a competitive analysis of other Big10 universities’ IT Twitter accounts. We also compiled our previous tweets and images into cohesive archives.
  • Audience analysis: we conducted three student interviews and five staff interviews to determine the needs and desires of both groups.
  • Final deliverables: Based on this research, we created a suggested guidelines document for ITS staff to use when creating Twitter posts to increase audience engagement.

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Follow Up

Based on our research and audience analyses, future recommendations for social media are for the Communications team to consider other platforms, specifically Instagram.

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Follow the ITS Twitter page:�@umichTECH

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Goal

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Our goal was to update the content being produced by contributors to the ITS Twitter account, @umichTECH. We want to diversify our audience and be more inclusive of the student body while maintaining our current audience of followers, being mainly U-M faculty and staff.

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Solution

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By conducting research about the performance of our existing Twitter account, we were able to provide documented suggestions of ways to write and examples of Twitter posts to create. These suggestions will promote the ITS account and engage student interest to grow the following. Some of these recommendations include using more relevant hashtags for students to search by, and tagging other social media accounts in our tweets.

Madi Atkins, Amanda Brown and Samantha DeRosia

2018 ITS Summer

Internship Program

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ITS Social�Media Content Strategy Plan

This pie chart is a visual representation of the quantity of ITS tweets over the 2017 fiscal year, categorized by four core topics.

This pie chart is a visual representation of the engagement of those tweets from the 2017 fiscal year in the same core topics.