social media analytics
LOOKING BACK AT 2016
The following data was compiled for an award submission for Fraternity Communications Association, which annually honors fraternity and sorority communication and marketing efforts.
In 2016, ZTA took home second place in Social Media Engagement at FCA. This was the organization's fourth consecutive year placing first or second place in this category, and the third year I contributed to the award submission.
For my fellow ZTA staffers and me, it's not about awards. But there's no denying the overwhelming excitement when you are able to accept one for a year's worth of hard work.
Above: Yep, that's me accepting the Social Media Engagement award from the FCA President.
Instagram
This platform is consistently our best-performing, which should come as no surprise since the most active chunk of our audience is collegiate women.
While I shared less posts from ZTA's account in 2016 than 2015, the account saw higher numbers in engagement.
Here are some quick stats:
On average, posts received 1,300+ likes in 2016, compared to an average of 913 in 2015
A new image took the number one spot on our most-liked 'grams of all time with 4,400+ likes
Another image became our most-commented-on post in 2016 as well, with 516 comments
Facebook
Facebook is ever changing, so in 2016 I was intentional in sharing meaningful, relevant content, as opposed to just filling content gaps. This resulted in an increase in all metrics. As with Instagram, the most impressive numbers are in the average engagement (reactions, comments and shares) per post, as evidenced below.
Here are some quick stats:
Average number of reactions per post rose from 152 in 2015 to 351 in 2016
Average number of comments rose from 9 in 2015 to 33 in 2016
Average number of shares rose from 14 in 2015 to 31 in 2016
Twitter
I say this all the time, but Twitter really is the place where we can most easily make a transition from big, bad "nationals", to a humanized organization to our followers.
More direct interaction lead to more engagement than ever in 2016. I made a point to respond to, or favorite, every single time a user mentioned @ztafraternity. This contributed to a more conversational tone and gave room to recognize relevant trends and to share reaction GIFs. (Read about my reaction GIF philosophy here.)
Here are some quick stats:
Likes on ZTA's tweets increased from 13,560 in 2015 to 30,949 in 2016
Tumblr
Monica built us a great blog-hosting site on Tumblr. So good, in fact, that it won its own award at FCA for Best Online Magazine.