university communications analytics...alums tina fey, katie couric go back to class caroline newman...
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UNIVERSITY COMMUNICATIONS ANALYTICSMAY 2017
VIRGINIA.EDU
TOP TRAFFIC SOURCESDirect and Google traffic consistently drive the majority of traffic to the homepage.
In May 2017, Google and Direct traffic accounted for 89% of all pageviews on the homepage.
FY17 YTD
MAY 2017
SOURCE: Google Analytics
DIRECT62%
GOOGLE27%
OTHER11%
ChartTitle
DIRECT GOOGLE OTHER
DIRECT62%
GOOGLE28%
OTHER10%
ChartTitle
DIRECT GOOGLE OTHER
Schools' Landing Page
Start Here
Faculty and Staff Resource Page
Graduate Academics
Undergraduate Academics
Students' Resource Page
Undergraduate Majors
Academics Landing Page
Athletics
Search
TOP PAGES VISITED
Excluding the homepage, the Schools’ Landing Page is the most visited page within virginia.edu, which accounted for 6% of all pageviews off the homepage in May.
PAGEVIEWS % OF TOTAL
5%4%
4%4%
4%
4%3%
3%
2%
SOURCE: Google Analytics
6%
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
426,101 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 40% 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
MAY 2017
In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for nearly 50% of all site sessions.
SOURCE: Google Analytics
UVA TODAY TRAFFIC
SOCIAL MEDIA34%
DAILY REPORT22%
ORGANIC20%
DIRECT8%
OTHER7%
VIRGINIA HOME5%
ILLIMITABLE EMAILS4%
ChartTitle
SOCIALMEDIA DAILYREPORT ORGANIC DIRECT OTHER VIRGINIAHOME ILLIMITABLEEMAILS
SOCIAL MEDIA47%
DAILY REPORT14%
OTHER13%
ORGANIC13%
DIRECT8%
VIRGINIA HOME3%
ILLIMITABLE EMAILS2%
ChartTitle
SOCIALMEDIA DAILYREPORT OTHER ORGANIC DIRECT VIRGINIAHOME ILLIMITABLEEMAILS
STORY PERFORMANCE THIS MONTH
STORY TITLE BYLINE PAGEVIEWS
1. ALUMS TINA FEY, KATIE COURIC GO BACK TO CLASS Caroline Newman 15,095
2. YOUR GUIDE TO FINALS WEEKEND; EXPERIENCE FINAL EXERCISES 13,090
3. A LIFE OF LESSONS Jane Kelly 11,581
4. FOUNDATION SELECTS 36 HIGH SCHOOL SENIORS TO RECEIVE FULL MERIT SCHOLARSHIPS Joyce Carman 9,924
5. THE ECONOMIST RANKS UVA MASTER’S IN COMMERCE PROGRAM NO. 2 WORLDWIDE Brooke Braun 7,262
6. CLASS OF 2017: OLYMPIC GOLD MEDALIST SMITH BREAKS BARRIERS IN WOMEN’S ATHLETICS Katie McNally 7,160
7. CLASS OF 2017: STUDENT-ATHLETE COMMITTED TO HEALTH CARE FOR UNDERSERVED Fariss Samarrai 7,143
8. CLASS OF 2017: ECONOMICS SCHOLAR HAS A ‘NOBEL LEGACY’ IN PHYSICS Katie McNally 6,924
9. HERE’S WHAT YOU NEED TO KNOW ABOUT THE 188TH FINAL EXERCISES Jane Kelly 6,877
10. CLASS OF 2017: WORLD CUP CHAMPION MORGAN BRIAN TO GRADUATE Jane Kelly 6,032
11. FINALS WEEKEND 2017, BY THE NUMBERS Alex Angelich 5,258
12. REDDIT CO-FOUNDER ALEXIS OHANIAN TALKS TECH ENTREPRENEURSHIP AND LIFE IN THE SPOTLIGHT Katie McNally 5,090
13. CLASS OF 2017: DAUGHTER OF UNDOCUMENTED IMMIGRANTS MADE UVA A BETTER PLACE Christine Phelan Kueter 5,083
14. THE NEW CEO Caroline Newman 4,627
15. JAMES MONROE’S HOUSE IS NOT WHAT WE THOUGHT: WHAT COMES NEXT FOR HIGHLAND Caroline Newman 4,193
16. LACROSSE PLAYER, ACADEMIC STAR CHASE CAMPBELL AWARDED CROWLEY SCHOLARSHIP Molly Bass 3,715
17. FROM THEIR FIRST DAY TO THEIR LAST: GRADUATES SHARE UVA PHOTOS AND MEMORIES Katie McNally; Kelly Kauffman 3,670
18. SHOCKING’ NEW RESEARCH FINDS FRIENDSHIPS ARE KEY TO GOOD HEALTH Jane Kelly 3,622
19. LIFE AFTER ‘ELLEN’: UVA’S ‘TWO BLIND BROTHERS’ MANAGE GROWTH, SHARE WHAT’S NEXT Caroline Newman 3,606
20. ONE YEAR. THREE MINUTES. SO MUCH TO CELEBRATE. Caroline Newman; Erik Duda 3,414
In May 2017, University Communications published and promoted 94 stories.
SOURCES: Google Analytics, Facebook Insights, Apple News
TOP STORIES MAY 2017
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
50,000
100,000
150,000
200,000
250,000
300,000
350,000
May 2016 July 2016 Sep 2016 Nov 2016 Jan 2017 Mar 2017 May 2017
As of May 2017, UVA has nearly 300,000 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 2016
+10%
+21%
+29%
+16%
6,285 54,089 68,189
170,879
MAY 20175,429 41,991 56,560 155,749
MAY 2016
MOST ENGAGING POSTS
15% ENGAGEMENT RATE
Highest Engagement RateMost Engagements
5,861 LIKES 467 COMMENTS 576 SHARES
MOST ENGAGING POSTS
8% ENGAGEMENT RATE 58 LIKES 5 RETWEETS 532 MEDIA VIEWS
9% ENGAGEMENT RATE 4,748 LIKES 5 COMMENTS
VIDEO CONSUMPTION
PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER
VIDEO TITLE PRODUCER TOTAL VIEWS
Bryan Cranston - Arts Speaker Vinny Varsalona 44,751
J-Term Class - AI Design Mitch Powers 20,319
Student Spotlight: Sarah Dodge Vinny Varsalona 20,019
Student Spotlight: En De Liow Mitch Powers 17,919
Ultimate Frisbee Club Mitch Powers 17,385
Student Spotlight: Kingston Liu Erik Duda 16,924
TOTAL 137,317
Videos produced in Q3 earned more than 137,000 views for the 6 videos produced.
BRYAN CRANSTON EVENT
388,703 VIEWS
MEDIA SENTIMENT
50,000
100,000
150,000
200,000
250,000
300,000
350,000
May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017
TOTAL MEDIA SENTIMENT BY TONE
In the past year, positive/neutral mentions have almost always been greater than negative mentions.
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 YTD
*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%
Negative36%
Positive/Neutral64%
HIGHLIGHTS OF NATIONAL COVERAGEThe University of Virginia is frequently cited in national media.
The following represents a selection of national media coverage from May 2017.
UVA HONORS SOLDIER WHO DIED IN IRAQWashington Post / May 6 The University of Virginia has mounted a plaque on the wall of the Rotunda to honor a graduate and Army officer who was killed by a car bomb in Iraq in 2004. The plaque, mounted last week, honors Capt. Humayun Khan, who graduated in 2000 and was an ROTC member. He was posthumously awarded the Bronze Star and Purple Heart. Khan’s parents and two brothers attended the ceremony. Khan’s father, Khizr M. Khan, drew national attention for a speech at the 2016 Democratic National Convention criticizing then-Republican presidential nominee Donald Trump’s rhetoric on Muslims.
THESE ARE THE SECRET WHITE HOUSE RECORDINGS YOU SHOULD BE LISTENING TOCNN / May 15The good folks at the University of Virginia's Miller Center have almost a Grateful Dead-style guide to some of the better recordings and deeper tracks. Recordings range from high quality taps of phone conversations to muddled multi-person discussions to the Truman tapes, which the Miller Center describes as unsearchable and "largely unintelligible.”
THE CATASTROPHIC EFFECTS OF MENTAL HEALTH STIGMAPsychology Today / May 25“Many people feel shame about seeking help,” says psychology professor Bethany Teachman. “The impact of stigma is tragic because mental health challenges are actually very common, and we have good treatments.” According to Teachman, stigma leads to discrimination in housing, employment and education. “Stigma against persons with mental illness remains so insidious that the National Academies of Sciences, Engineering, and Medicine put out a report this year calling for a national, evidence-based strategy to counter stigma.
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 third quarter, University Communications received 219 FOIA requests
and processed and closed 217 FOIA requests in fiscal year 2017.
292 291FOIA
REQUESTS 281 273
219 217