Metrics Maze Case Study, Due November 27, 2012, for Lindsey Fair.

1. Metrics Maze Case Study
Hailey Murphy
November 27th, 2012

2. Sentiment Analysis
Via Social Mention:
*Social mention uses a scale of positive, neutral and negative to measure sentiment and a sentiment ratio
measuring positive mentions to negative mentions*
#imcslc- 21% positve, 0 negative and 67% neutral with a 21:0 sentiment ratio. This means that a majority of the
tweets that contain the hashtag are neutral in nature. This can be built upon to create more positive mentions
by us using the hashtag to create positive discussion such as “what is your favourite thing about #imcslc?” The
fact that we have 0 negative mentions means that we are on the right track showing the positivity of the brand
and our consumers focus on that instead of anything negative.
@imcslc- 1% positive, 0 negative and 42% neutral with a 1:0 sentiment ratio. Similar to the use of the imcslc
hashtag, the Twitter account also has a majority of neutral tweets, no negative tweets but very few positive
tweets as well. This means that the imcslc Twitter account could improve by not just tweeting out information
but also conversational, human tweets as well such as “Have a great weekend!”
IMC SLC Facebook- 3% neutral, 0 negative and 0 positive with no visible sentiment ratio. Much like my ideas for
Twitter, I think that the Facebook account could gain more positive sentiment by sharing and posting more
human-like posts to gain the positive sentiments of consumers.
IMC SLC YouTube- 3% positive, 47% neutral and 0 negative with a 3:0 sentiment ratio. Much like the other
channels, there are no negative sentiments which is good for the brand. Also, when searched on Social
Mention, IMC SLC student videos come up, which is a good attribute as it shows students in a positive light. I
think it is a good idea to continue to post student video projects on the Youtube channel.

3. Influencer Analysis
• Via Tweet Archivist, Twitalyzer, Facebook
#imcslc- Top influencers for #imcslc are measured on Tweet Archivist as Jim Elyot, a professor in the program,
Camille Orelano and Chris Siebner, both are students within the program. With this tool, I suspect that it is
measured based on who mentions the brand most frequently. This means that we can capitalize on this
information by retweeting the top users tweets and mentioning them in our tweets to ensure they continue to
connect with the hashtag.
@imcslc- Top influencers for the @imcslc Twitter account were @Lindseyfair and @haileye_murphy. Lindsey
Fair is a professor within the IMC program and Hailey Murphy is a student within the IMC program. I put the
@imcslc twitter through Twitalyzer a couple times and had a few different influencers come up each time,
some with no relevance to the program at all. I suspect that Twitalyzer analyzes influencers based on who has
mentioned the account recently. In order to remain in the know as to who the @imcslc influencers are, it
would be a good idea to check weekly or bi-weekly and engage on Twitter with these people.
IMC SLC Facebook- The average age of an IMC SLC Facebook fan is between 18-24 years of age with Kingston
being the most popular location. Due to these measurements, it is clear that the main influencers of the
Facebook page are Kingston area students. Using this information, we can continue to connect with them and
have them connect with us by ensuring our posts are relevant and intriguing to these users.
IMC SLC YouTube- Information on the influencers for the IMC SLC YouTube channel was hard to come by. I think
that this is because this channel is likely the least used for the brand. In order to find more information on
influencers, the brand will have to utilize the medium more often, perhaps posting vlogs every couple weeks in
order to measure who is using the channel and who are the top influencers.

4. Volume Analysis
Via Tweet Archivist, Facebook search, YouTube search.
#imcslc- On an average week, it appears that the volume of tweets that use the #imcslc hashtag is high at the
beginning of the week and at the end of the week, but is low in the middle of the week. (*See next slide for
chart). Knowing this, it seems that in order to maximize the volume of tweets sent throughout the whole
week, it would be a good strategy to focus on encouraging users to tweet with the hashtag #imcslc during the
middle days.
@imcslc- On an average week, it appears that the tweets coming from the @imcslc Twitter account are more
steady and consistent than the hashtag tweets (*see chart on next slide). This is a positive strategy as a brand
needs to be consistent with communicating with their followers.
IMC SLC Facebook- Ever since creating the IMC SLC Facbook page in March 2012, it appears that it has been a
consistent hub for student and professor activity. Posts are done frequently and are commented on or ‘liked’
often. This proves that the volume of Facebook posts being sent out is effective in reaching a target.
IMC SLC YouTube- When searching YouTube for the IMC SLC channel, there was difficulty in locating the specific
one to determine volume. Some channels or accounts were done by students. However, when searching IMC
SLC videos regarding social media and marketing do come up. Although it is good that our student videos come
up, in order to increase volume they should be put onto one channel that is updated regularly.

6. Content Analysis
Via Tweet Archivist, Social Mention,
#imcslc- According to Tweet Archivist, the most popular words or phrases within tweets that use the hashtag
are: OCMC, Luck, Due and Digital Concierge. This is a positive thing, because all of these words are indicative of
activities that go on within the program. This is also a good way to demonstrate to followers all of the aspects
and activities of IMC.
@imcslc-According to Tweet Archivist, the most popular words or phrases within tweets that come from
@imcslc as of writing this report are: Marketing, Congratulations, Win, Years and Competition. These words are
from the second place St. Lawrence College win at the OCMC marketing competition this year. These are good
words to have come up, as they show the college and program success that the program has achieved. To
expand on this, it is important that any tweets sent out from the account use words and phrases that are
descriptive and meaningful to the program.
IMC SLC Facebook- According to Social Mention, the most popular keywords used within the IMC SLC Facebook
Page are: IMCSLC, Video, Center, and Greg. Similar to the Twitter and Hashtag analysis, these keywords are also
fairly indicative of the activities of the program. This is definitely a positive thing as it touches on large parts of
the program such as the program name, a major course such as video and the Greg awards which is a major
event for the program. This is beneficial and these keywords can be used to promote important aspects of IMC
SLC.
IMC SLC YouTube- When searching for the YouTube content on Social Mention, it is a mixture between IMC SLC
student videos and videos from the Intermountain Medical Centre in Utah. In terms of our student videos

7. Benchmark Analysis
• Searching Twitter for Advertising Programs such as Durham, Mohawk, Canadore, Loyalist and Humber produced no results
with the exception of an account for Humber as a general college.
• Searching Facebook for the above also produced no results, with the exception of some College specific pages.
• Searching Youtube for the above produced the following:
-Durham featured a few videos with advertising in the title but they were not program specific
-Mohawk featured no program specific or advertising related videos.
-Loyalist featured no program specific or advertising related videos.
-Canadore featured no program specific or advertising related videos.
This information gives IMC SLC an advantage as there are active social media accounts for each of these for consumers to see
what goes on within the program.