Digital Marketing Strategy in Higher Education using Social Media Analytics


Dr.S. Balakrishnan
Professor and Head, Department of Computer Science and Business Systems, Sri Krishna College of Engineering and Technology, Coimbatore, Tamilnadu, India.

Digital content has become a significant segment of the special showcasing blend—to such an extent that a promoting researcher contends the intensity of web based life advertising has incited the “4 P’s 2.0”: participation, platform, personalization, and prediction. The present advanced education understudies have grown up with Technology, which assumes an inexorably significant job on grounds. Full-movement live video, video on request, and movement illustrations can advance addresses, give crisis preparing, advance occasions, and viably scatter data to understudies and workforce.

A social media analytics is an advertising exertion that intends to expand cooperations with an intended interest group and connect more clients. A few Universities began an ongoing internet based life crusade on Instagram with a mean to make a supporter base that cherishes the outside and a mixed way of life.

In this blog, we are drilling down 3 (frequently under – utilized) free instruments worth watching out for to monitor your online networking examination endeavors:

  1. Facebook Export Insights Data
  2. Google Analytics Social Reports
  3. YouTube Insights
    1. Facebook Export Insights Data 

Facebook provides a wealth of data and analytics for your business page. Facebook Insights has enabled you to follow the quantity of Likes, comments, shares, and perspectives for quite a while. This component enables you to look at initially the presentation of your image page year to year, see what posts have been best and which have not.

To do that, navigate to your Insights page, and then follow these steps:

      • Click the Export Data button, in the top right
      • Select the start and end dates to export.
      • Select the type of data.
      • Select the file format.
      • Click the Download button.


    1. Google Analytics Social Reports
      • By including a couple of cutting edge fragment channels to your Google Analytics, not exclusively would you be able to see the level of traffic that goes to your site from social media, yet you can see the kind of movement clients had with your website once they arrived. Google Analytics can likewise analyze social networks (Facebook, Twitter, LinkedIn, and so on.), enabling you to comprehend which one drives in the most rush hour gridlock, just as which has the best lead transformation rates, skip rates and time spent on your site. What’s more, Google’s Social Plug-in Analytics can assist you with examining how clients connect with any social module that you consolidate into your school’s site (counting a Facebook Like catch, Google’s +1 fasten and Twitter’s Tweet button).

When you design the JavaScript for Analytics, the module will give various reports, including:

      • Engagement: the quantity of pages saw per visit, normal time nearby, bob rate, and different measurements for visits that included and did exclude social activities
      • Action: enables you to look at the quantity of social activities (+1 ticks, Likes, and so forth.) for every social source and social source-activity mix.
      • Pages: enables you to think about the quantity of activities on each page of your site.

Where to Find the Social Reports

You will find the social reports in the Traffic Sources section of Google Analytics. The step-by-step process of social reports is as follows:

      1. “Log into Google Analytics and go to the standard reports of your site
      2. In the left sidebar, click “Traffic Sources”
      3. Then select “Social”
      4. Pick the social report you’d like to view”

    1. YouTube Insights

The YouTube Analytics area enables you to go past the achievement of every one of your video and take a gander at how your channel is faring over a picked timeframe (days, weeks, and years). Reports incorporate socioeconomics, commitment insights and crowd degrees of consistency. They are an incredible instrument to realize where to promote your recordings and to perceive what sort of substance your understudies need to see a greater amount of.

Get to YouTube Analytics

You can go directly to or follow the steps below.

      1. “Sign in to YouTube and click your profile picture →Creator Studio
      2. In the left menu, select Analytics
      3. Choose the report you want to view”.

By picking the right analytics tools for your social media technique, you can streamline your exhibition crosswise over social channels significantly more effectively. Social media is a focused situation. Subsequently, it is significant for college social media chiefs to investigation, follow and break down which content procedure is the best for them. Your digital marketing strategy assumes a significant job in keeping up and developing the notoriety of your foundation.

Dr.S.Balakrishnan, (CSI Membership I1505405) is a Professor and Head, Department of Computer Science and Business Systems at Sri Krishna College of Engineering and Technology, Coimbatore, Tamilnadu, India. He has 17 years of experience in teaching, research and administration. He has published over 15 books, 3 Book Chapters, 15 Technical articles in CSI Communications Magazine, 1 article in Electronics for You (EFY) magazine, 3 articles in Open Source for You Magazine and over 100 publications in highly cited Journals and Conferences.


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