Student-Led Analytics Reporting and Benchmarking for Social Media Success and Support

The equation for social media success is a combination of quality content and analytics data. Stephanie Swindle Thomas, Director of Social Media and Visual Assets for the College of Arts and Architecture at Penn State, will provide a template for understanding, reporting, and responding to social media metrics as well as empowering student interns to lead the project. This template leverages student expertise to create and evaluate content, using themselves as the audience demographic as well as the experts in digital media trends and analytics. Most importantly, the reports then provide administrators with a framework from which to understand the value of social media and support it through resource allocation.