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UOD Social Media Strategy (Market Analysis & Audit social-media…
UOD Social Media Strategy
Content Creation
Type of Content
Calendar Contact
Ad Hoc content
Career advice free online sessions
- YouTube
Turning students to brand advocates
- students will be assigned to share specific content on their personal social media pages, relative to their interests
Stakeholders content
sharing
the employability rate
of the graduated students - collaborating with the research
linking the alumni with the current students
through specific social media pages - Live video posts
Internships opportunities
by Dubai chamber of commerce on the university social media pages
Analysis & Reportings
Measure Brand health
Measure brand health by media monitoring
Measure brand awareness by KPIs: followers, impressions, traffic,mentions, share of voice, reach
Community Management
Establishing Brand Persona
Building Relationship with brands
Improve customer service through social media
Campaign Implementation
Platforms
Facebook
Facebook photo post
Facebook Video post
Facebook Live Video post
Linked content posts
- sharing stakeholders posts that are relevant
Facebook Poll posts
Facebook Group
- linking alumni with current students
YouTube Channel
Career advising sessions
Instagram
Influencers partnerships
use stories
Twitter
Linked in
Encourage employees to connect to the university page
Publish valuable articles /
Strategic Planning
Social Media Goals
Build community of advocates
Innovation in content & increase the use of
videos/infographics
to deliver the messages
Community Engagement:
Increase engagement & interaction with stakeholders
Driving sales & leads
Increase the frequency of posts on all social media channels
Increase brand awarness
Social Media Strategy
Market Analysis & Audit
Brand Vision
to be a world-class institution in education, research and innovation for the betterment and prosperity of the people in the region.
Online Market segment Analysis
Competitive Analysis
Interaction per 1000 followers in UOD is 17.6 vs in AUD (116.1)
Lower number of followers in OUD than AUD in Instagram, UOD is not active on Instagram with only 2 posts/month last month compared to AUD 29 posts/month
higher number of fan base in UOD (151K) vs AUD (19K), however the change in fans in UOD last month was -372 & in AUD was (+205) in Facebook
Frequency of posts:
very low number of posts/month in UOD (4/month) VS AUD (25/month) in Facebook
highest engagement was found in an announcement behind the team of a special event in AUD, a masters program announcement & a campus event, athletic competition winners announcement
AUD's FB page has higher percentage of shares (2.7%)vs (1.6%) in UOD
The average interactions per day is less in UOD than the AUD (4.13 VS 15.77), also the average interaction per 1000 fans in UOD(0.47) much less than that of AUD (6.79)
Targeting Strategy
Higher Interaction rate when it comes to videos
: The maximum number of interactions was on University of Dubai Club fair video
OUD fanbase has higher level of engagement on Friday at 9 am & on Sunday at 1 pm
