Portland State Television Social Media

Audit

Social Media ObjectivesObjective 1:

Increase Membership Leads and Conversions

Audience:PSU students Interested in learning or practicing the

skills involved with anything related to video

production or the resulting content's distribution.

KPI (Key Performance Indicators): - 2X members

- Increased Membership Retention

Objective 2: Increase Content

Viewer Conversion

Audience: Portland State Students,

Portland Community, larger national and international

audience

KPI (Key Performance Indicators):

- 2X YouTube Views- 2X Website Visits

Objective 3: Build Community, Drive Engagement

Audience: PSU.tv Members and

Viewers

KPI (Key Performance Indicators):

-- Increased Member Involvement and Retention

- 2X Subscribers- Increased Engagement

(Shares, Retweets, Comments)

PSU.tv Visual Audit

PSU.tv Audit Scoreboard

Scorecard

Channel Presence 3 Some channels have a strong presence

while others are majorly neglected.

Quality Content

4Content quality is dependent on video which are often very high. Could be more variety of content.

Frequency 2 Facebook is the only one with decent frequency, other need far more posts.

Calls to Action 3 Consistent and to action to visit website, but few to become a new member.

Engagement 3 Engagement is thorough, but often inconsistent. Lacking shares.

Reach 2 Reach is minimal on neglected channels, but decent on consistently updated ones.

Score 17

57%

Frequency Score 2/5

0 Posts

4-6 Posts a Week

2-3 Posts a Week

3-4 Tweets a Week

Whole Lot of Nothing

2-4 Videos a Week

1/5

4/5

3/5

3/5

0/5

5/5

LinkedIn Visual Audit

Duck TV Visual Audit

Duck TV Audit Scoreboard

Scorecard

Channel Presence

3Some channels have a strong presence while others are majorly neglected or non-existent.

Quality Content 3 Instagram, Facebook, Twitter high quality,

but YouTube and Website Lack majorly.

Frequency 4 Frequency on Existing Channels is great, except Google+.

Calls to Action 2Consistent calls to visit their or their sponsor’s websites, but few to entice new members.

Engagement 3 Engagement fair, but often inconsistent.

Reach 3 Reach is decent on most channels.

Score 18

60%

KBVR – OSU Student TV Visual Audit

KBVR Audit Scoreboard

Scorecard

Channel Presence 2 Most channels neglected or non-existent.

Quality Content 2 Facebook content is decent, but others

lack.

Frequency 2 Insufficient frequency for minimal channels.

Calls to Action 3 Decent calls to action when there are posts, website lacks.

Engagement 3 Engagement fair, but often inconsistent.

Reach 3 Reach is decent, considering.

Score 15

50%

Key Insights

• Website should have calls to action on landing page.

• Blogs are only powerful if they feature multimedia and relevant content.

• Social platforms should only be used if they can be kept up.

• Use positions to help empower and categorize members.

• Everything should come back to website to make lead conversions.

Opportunities

• Use Linkedin and Google + effectively• Leverage our great student created

content to drive website traffic.• Create blog with tutorials/video

production based content to generate conversions.

• Call to action for people to join on website.

Tactics

• Build up LinkedIn to create member engagement/professional preparedness. (Community Engagement, Membership Leads and Conversion)

• Create blog content and post weekly. (Viewership, Membership Conversion)

• Increase post frequency on Twitter/Instagram. (Viewership, Membership Conversion, Community Engagement)

• Use Google Plus to improve SEO. (Viewership, Membership Conversion)

• Improve engagement with users. (Community Engagement)