This is the first post in our 4-part series A Look Back at 2012.
We wanted to highlight those colleges and universities that were the most successful at consistently engaging their fan bases on Facebook this past year. We let the data speak for itself, ranking institutional Facebook Pages based on the average Engagement Score across all of their posts in 2012. Find out which colleges and universities topped our lists!
In our rankings, we've grouped each page into a size category based on the number of fans/likes the page had at the end of 2012. We thought this would provide a more apples-to-apples comparison. You can see the top 10 in each category, along with the total posts and average engagement score for each page. We've also limited these lists to those Facebook Pages with a minimum of 12 posts for 2012. We considered an average of one post a month to be the baseline for whether a college or university was actively leveraging Facebook. As a point of reference, the average engagement score across all the posts analyzed (more than 230,000) was 3.16.
Find out how we calculate the Engagement Score.
Size Categories
- XX Large (75,000+ Facebook fans)
- X Large (20,000-74,999 Facebook fans)
- Large (10,000-19,999 Facebook fans)
- Medium (5,000-9,999 Facebook fans)
- Small (<5,000 Facebook fans)
XX Large (75,000+ Facebook fans)
| Rank | School | Engagement Score | |
| 1 | Texas A&M University (College Station, TX) | 11.689 327 posts | |
| 2 | Oregon State University (Corvallis, OR) | 9.528 134 posts | |
| 3 | Mississippi State University (Starkville, MS) | 8.084 262 posts | |
| 4 | University of Wisconsin-Madison (Madison, WI) | 7.031 270 posts | |
| 5 | The University of Kansas (Lawrence, KS) | 6.390 231 posts | |
| 6 | Indiana University (Bloomington, IN) | 6.264 191 posts | |
| 7 | The University of Texas at Austin (Austin, TX) | 5.635 182 posts | |
| 8 | University of Georgia (Athens, GA) | 4.734 335 posts | |
| 9 | West Virginia University (Morgantown, WV) | 4.555 439 posts | |
| 10 | The University of Oklahoma (Norman, OK) | 4.269 494 posts |
X Large (20,000-74,999 Facebook fans)
| Rank | School | Engagement Score | |
| 1 | Utah State University (Logan, UT) | 14.490 77 posts | |
| 2 | Marquette University (Milwaukee, WI) | 11.178 18 posts | |
| 3 | Montana State University (Bozeman, MT) | 9.859 233 posts | |
| 4 | University of Nebraska-Lincoln (Lincoln, NE) | 9.476 223 posts | |
| 5 | Florida State University (Tallahassee, FL) | 8.642 506 posts | |
| 6 | University of Mississippi ~ Ole Miss (Oxford, MS) | 8.552 415 posts | |
| 7 | University of North Alabama (Florence, AL) | 8.252 450 posts | |
| 8 | Capella University (Minneapolis, MN) | 7.943 390 posts | |
| 9 | University of Nevada, Reno (Reno, NV) | 7.837 119 posts | |
| 10 | North Carolina State University (Raleigh, NC) | 7.093 429 posts |
Large (10,000-19,999 Facebook fans)
| Rank | School | Engagement Score | |
| 1 | Siena College (Loudonville, NY) | 24.443 67 posts | |
| 2 | Berry College (Mount Berry, GA) | 23.222 207 posts | |
| 3 | University of Portland (Portland, OR) | 11.276 376 posts | |
| 4 | St. Olaf College (Northfield, MN) | 9.731 214 posts | |
| 5 | University of Dayton (Dayton, OH) | 9.544 131 posts | |
| 6 | Wellesley College (Wellesley, MA) | 9.121 291 posts | |
| 7 | University of St. Thomas (Saint Paul, MN) | 9.116 254 posts | |
| 8 | Smith College (Northampton, MA) | 9.064 511 posts | |
| 9 | Marist College (Poughkeepsie, NY) | 8.657 210 posts | |
| 10 | Longwood University (Farmville, VA) | 8.199 127 posts |
Medium (5,000-9,999 Facebook fans)
| Rank | School | Engagement Score | |
| 1 | Taylor University (Upland, IN) | 14.690 133 posts | |
| 2 | Prairie View A&M University (Prairie View, TX) | 13.154 325 posts | |
| 3 | California Lutheran University (Thousand Oaks, CA) | 12.083 69 posts | |
| 4 | Kenyon College (Gambier, OH) | 11.652 152 posts | |
| 5 | Susquehanna University (Selinsgrove, PA) | 11.275 142 posts | |
| 6 | University of the South (Sewanee, TN) | 11.195 298 posts | |
| 7 | Merrimack College (North Andover, MA) | 10.937 83 posts | |
| 8 | Soka University of America (Aliso Viejo, CA) | 10.449 563 posts | |
| 9 | Simmons College (Boston, MA) | 10.269 113 posts | |
| 10 | Bethel University (Saint Paul, MN) | 9.954 37 posts |
Small (<5,000 Facebook fans)
| Rank | School | Engagement Score | |
| 1 | Buena Vista University (Storm Lake, IA) | 39.034 67 posts | |
| 2 | Tuskegee University (Tuskegee, AL) | 26.025 199 posts | |
| 3 | Regis University (Denver, CO) | 22.041 132 posts | |
| 4 | The Citadel Alumni Association (Charleston, SC) | 16.699 78 posts | |
| 5 | Saint Joseph's College (Rensselaer, IN) | 14.473 99 posts | |
| 6 | Shaw University (Raleigh, NC) | 13.386 115 posts | |
| 7 | Capitol College (Laurel, MD) | 11.686 112 posts | |
| 8 | West Liberty University Gary E. West College of Business (West Liberty, WV) | 11.166 59 posts | |
| 9 | Willamette University (Salem, OR) | 10.688 101 posts | |
| 10 | Lasell College (Newton, MA) | 10.556 87 posts |
Labels: data, Facebook, Metrics, Rankings, Social Media
2 Comments:
How are you calculating the "Engagement Score"?
Good question. Here's a link:
http://blog.varsityoutreach.com/2013/01/a-look-back-at-2012-four-part-series.html#Methodology
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