I’m putting together the latest results of my review of Swedish university Facebook activity, in the mean time here’s an overview of page growth of a selection of English language Facebook pages maintained by Swedish universities.
Growth of friends, on English language Facebook pages from Swedish universities
As usual, if you see any errors or #fail in the data – please let me know! This kind of data will be included in a year in review report I hope to publish later in the spring.
The UK’s Information Commissioner’s Office published new guidance for website owners regarding cookie user and online privacy. As the UK moves towards compliance, they are already half way through the year that the ICO gave businesses to get their digital house in order, the prevailing attitude is that businesses ‘must try harder’.
A Ray of Hope – Analytics cookies are not a ‘priority’
The guidelines contain the following information, on their FAQ on Page 27:
“unlikely to prioritise” – looks like the door is not completely shut on using Google Analytics then – I am cautiously positive. It remains to be seen what other European countries do. While we wait, in Sweden, for the PTS to produce guidelines we should make sure our own houses are in order, identify the cookies we use and give users clear instructions on why we’re using them – hasty implementations of consent boxes and banners may not necessarily be the best solution in the long term.
It’s just an arbitrary threshold, but the Lund University marketing team have something to celebrate as they manage the first university Facebook page, in Sweden, to have more than 10 000 friends. In the last month they gained over 500 new friends, which pushed them up to 10 300 friends. It’s interesting that the first page to achieve this is an English language page, rather than a Swedish one. Even though the need for communication with the university is higher for international students, the number of Swedish speaking students would – you’d think – mean that the universities’ Swedish pages would be larger than they are. Something like 95% of our youngest target group (Data from Svenskarna och Internet 2011) for bachelor degrees, are using social networks in Sweden – so why their absence from these pages I wonder?
CC BY-NC-SA 2.0 Flickr Alamagordo
All of the universities’ Facebook pages – regardless of which language they use – are showing a reduction in friend growth compared to last month.
This month, Göteborg Universitet, KTH, University of Borås, Malmö University and Jönköping show some of the highest percentage growths; but, in real numbers of friends, some of this growth is very small. If you’re working to get more friends, then maybe you need to revisit your strategy, or not, as the case may be (Though it’s worth repeating that the total number of friends should not be the metric you’re focusing on to measure your page’s success).
I’ll be following this post up in a few days with an analysis of the commenting frequency on these pages (altogether more relevant than just looking at numbers of friends) - I just know you can’t wait.
If your page is missing, just let me know in the comments, thanks.
| University Page | Friends | % Growth, from last month | Increase in friends, since last month |
| Lund University |
10307 |
5 |
524 |
| Stockholm University |
5596 |
2 |
113 |
| Umeå University |
5361 |
3 |
160 |
| Jönköping University |
3501 |
1 |
62 |
| Chalmers University of technology |
3151 |
2 |
69 |
| Stockholm school of economics |
2517 |
1 |
42 |
| Malmö University |
1982 |
6 |
127 |
| Uppsala University |
1452 |
5 |
82 |
| Karlstad University |
1364 |
n/a |
n/a |
| Mid Sweden Uni |
817 |
4 |
38 |
| University of Borås |
533 |
7 |
36 |
|
University Page |
Friends |
% Growth, from last month |
Increase in friends, since last month |
|
Linköping Universitet |
8823 |
1 |
128 |
|
Umeå universitet |
6235 |
1 |
64 |
|
Linne Universitet |
6010 |
1 |
57 |
|
Stockholm University |
5596 |
2 |
113 |
|
Uppsala universitet |
4772 |
3 |
121 |
|
KTH |
3721 |
10 |
329 |
|
Lunds Universitet |
3610 |
5 |
166 |
|
Högskolan i Borås |
3487 |
1 |
11 |
|
Högskolan i Skövde |
3091 |
1 |
20 |
|
SLU |
3053 |
3 |
92 |
|
Karolinska Institutet |
2887 |
4 |
106 |
|
Mittuniversitetet |
2661 |
1 |
16 |
|
Mälardalans Högskola |
2533 |
3 |
71 |
|
Högskolan i Halmstad |
2291 |
2 |
41 |
|
Högskolan Väst |
2268 |
2 |
45 |
|
Stockholm’s universitet |
2089 |
3 |
61 |
|
Malmö Högskola |
1556 |
2 |
36 |
|
Karlstads Universitet |
1474 |
3 |
47 |
|
Royal Institute of Art |
1118 |
3 |
32 |
|
Göteborg Universitet |
772 |
25 |
152 |
|
Högskolan Dalarna |
653 |
1 |
2 |
|
BTH officiell |
596 |
2 |
9 |
|
Högskolan i Jönköping |
530 |
7 |
33 |
|
Högskolan Kristianstad |
451 |
2 |
9 |
Who has had the most posts from their friends this month? Yes, I know Facebook launched their ‘are talking about’ metric last week which, on the face of it (ha, see what I did there), would make this comparison somewhat redundant. But, you know, it does not seem to look like that. I still think a new comment left on your wall is pretty much a slice of fried gold – it’s the one of the ultimate metrics; particularly if the purpose of your page is talking to people. Absolutely they could be commenting on stuff you’ve posted but that’s still not quite the same, or as powerful sign of engagement, as an unsolicited, original comment – particularly one which is related to the mission of your page.
Without being able to access the back end of the Facebook insights, it’s hard to know what’s influencing the ‘are talking about’ metric on any given day – it could be any combination of likes, comments or sharing of content. A page with a closed wall can still have a high ‘are talking about’ score, but I would argue that those pages are probably doing less for the organisation than a wall which allows, and cultivates, commenting (and if anyone knows how to make a call for the ‘Are talking about’ metric from the Facebook API I’d love to hear from you!).
Overall, this month every page dropped in the amount of activity – there was a lot of posting going on in August, presumably due to the start of the new term. Malmö and Lund continue to lead the pack for English language pages while Skövde sits at the top of the Swedish pages.
Swedish Universities English Facebook Pages – Ranked by number of comments left in September.
(If you compare this to last month, then remember that I collected data from over 3 months in the summer; rather than looking at a single month)
|
Page |
Comments left by page friends |
|
Malmö University |
77 |
|
Lund University |
68 |
|
Uppsala University |
15 |
|
Jönköping University |
12 |
|
Mid Sweden Uni |
4 |
|
Stockholm University |
Wall closed |
|
Chalmers School of Technology |
Wall closed |
|
Stockholm School of Economics |
Wall closed |
|
Umeå University |
Wall closed |
There’s a +/- of around 5 going on here; and there’s a number of posts left by friends, which get included, that come pretty close to the spam category (not many though). There are not so many posts from other pages, which is interesting when you consider that most of these universities have a rich ecosystem of pages – cross posting between them would probably be beneficial for the page friends. Malmö University’s comment count was boosted by the posting of photographs, by friends of the page.
Swedish Universities Swedish Facebook Pages – Ranked by number of comments left in September.
|
Page |
Comments left by page friends |
|
Högskolan i Skövde |
74 |
|
Linne Universitet |
55 |
|
Högskolan i Borås |
45 |
|
Linköping Universitet |
45 |
|
Lunds Universitet |
31 |
|
Mälardalans Högskola |
28 |
|
Umeå universitet |
26 |
|
Uppsala universitet |
21 |
|
Malmö Högskola |
21 |
|
KTH |
19 |
|
Mittuniversitetet |
19 |
|
Högskolan Väst |
13 |
|
University of Borås |
10 |
|
Karlstads Universitet |
8 |
|
SLU |
8 |
|
Högskolan i Halmstad |
7 |
|
Högskolan Dalarna |
7 |
|
Högskolan Kristianstad |
5 |
|
BTH officiell |
2 |
|
Karolinska Institutet |
Posts not allowed |
|
Royal Institute of Art |
Posts not allowed |
|
Stockholms Universitet |
Posts not allowed |
Mashup Pages
An awful lot of people come to your website, every day. And a lot of them don’t look at your homepage, or are there a very short space of time. If you’re relying on your homepage to draw visitors to your social media assets then you may be missing a trick. One solution is the use of mashups which provide an overview of all the social media assets from the university. Here’s some examples from some Swedish websites:
Borås include a feed from Twitter which shows tweets where the university is mentioned, which is very transparent.
And an example from the US: William and Mary Mashup
Normally I react against the ‘official’ label, but in this example I like the ‘Official’ and ‘Official-ish’ distinction!
This is the data which Google Analytics collected, from the Swedish government’s website before, and after, they introduced a banner asking for visitors to accept cookies:
With the introduction of the banner, at the end of June, 80-90% of their data disappears – just as we’ve seen in the UK, on the Information Commission’s website. Thanks to the Swedish authorities for sharing this data.
Why a banner?
Here’s what they say, on the banner:
Why does this matter?
The EU directive which this is based on is throwing the baby out with the bath water. In an attempt to protect our online privacy they have taken a crude approach to an issue which is more complicated than their directive recognizes. In this particular instance, the use of Google Analytics, there is not a privacy issue and the data is used to improve the website.
What’s the precedent for this?
In Sweden, right now, there is none. The PTS, the organisation responsible for making the directive a reality in Sweden, has nothing particularly specific (In Swedish); certainly nothing which directly requires a banner. Uppsala’s county website also sports a similar banner.
But there’s still some data being collected – all is not lost, right?
Wrong. One of the joys of the analytics data we can collect is that, from the start, we get a bucket of visitor data which represents everyone who has visited our site. Our job as analysts is to segment out different types of visitors and figure out how the site is performing for them. The opt in banner segments the data into people who accept cookies. I would hazard that the people who accept cookies are a rather unique demographic, who probably don’t represent most of your other visitors. In my humble opinion, your data is screwed from the start.
You could use this as an argument for the cookie directive. ‘See’ you can say, ‘no one wants cookies on their computer’. I would say that the lumping together of cookies as all universally bad has been lazy legislation; it does not reflect reality. Cookies which track visitor activity for improving the website are a little different to those tracking your activity across the web. Without being able to gather data on what our visitors are doing on our site – which content works, which buttons get clicked, for example – we’re flying blind and the users’ experience will suffer.
I own a website (in Sweden) – what should I do?
Check out the PTS regulations, they say the following:
In essence, ‘you don’t have to change your website right now’. Maybe while we wait, we’ll get a browser opt-in option which could be satisfactory for the EU, as Peter Hustinex (European Data Protection Supervisor) hinted at in a recent presentation. It’ll be interesting to see what comes out from Google on this.
Here’s some additional reading:
E-Consultancy reflects on the ICO’s banner and the implications for future use of cookies.
Brian Clifton’s most recent post on the implications of the EU directive for Google Analytics
IAB (Sweden) – Recommendation on cookie use (In Swedish, but English translation available on their site).
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November Review – Facebook Page Comments – Swedish Universities Ranking
December 22, 2011Here’s the November ranking for Swedish universities’ Facebook pages – based off the number of comments which their friends left on their walls, during the last month. This does not include comments left on posts by the page, or additional comments in a longer discussion. I’ve divided it into English and Swedish language pages.
Swedish language Facebook Pages
Overall, Linne Universitet’s wall saw the biggest increase in posting, with a growth of 20% since last month. There’s some international activity on the wall, which contributes to the growth, but the content seems to be mostly from students on campus; for example the sharing of blog posts or for sale notices. The Karolinska Institutet, The Royal College of Art and Stockholm’s Universitet’s walls remain closed for posts.
Linne Universitet
60
Lunds Universitet
29
Linköping Universitet
27
Uppsala universitet
22
Högskolan i Borås
22
Högskolan i skövde
19
Mittuniversitetet
17
Högskolan i Halmstad
16
Mälardalans Högskola
13
Umeå universitet
13
KTH
11
Karlstads Universitet
11
Malmö Högskola
11
Högskolan i Jönköping
11
Högskolan i Jönköping
11
SLU
10
Högskolan Dalarna
6
Göteborg Universitet
6
BTH officiell
3
Högskolan Kristianstad
2
Högskolan Väst
1
English Language Facebook Pages
Malmö University sits at the top of this part of the ranking, with a page where posts are almost entirely questions about studying at Malmö, or how to make an application. Lund University, in second place, also has a wall dominated by questions about applying to Lund. Uppsala, whilst enjoying fewer posts, shows a similar trend towards questions about making an application. Stockholm University and the Stockholm School of Economics walls’ remain closed.
56
48
22
14
13
6
6
6
2
Some Quick Reflections
A few things occurred to me when I was preparing this month’s ranking.
Number of friends versus number of posts
A high number of friends is obviously great for reach and getting your content visible across the web. Lund University, for example, gets a high number of likes and shares for some of their posts which presumably leads to a healthy amount of inbound traffic to their page, and website. But, once again there’s little relationship between number of friends and number of posts; Lund University has 5 times as many friends as Malmö University, yet they both have similar levels of posts.
Exceed expectations
The student’s question that you ignored or dismissed with a short, terse answer? There’s another university giving them red carpet treatment. In the last month I noticed, on several different occasions, the same student posting the same question on different university’s walls (yes, your customers are fickle – get over it). The tone and level of support tended to vary. Enough to make them not choose your university? Hard to say; but maybe enough to drop you from 1st to 2nd choice. Exceed the expectations of your Facebook friends, the extra effort does not cost much and will reap rewards.
Don’t be shy about your social ecosystem
Chances are, the page I include here isn’t your only one – you’ll have an ecosystem of different pages representing Faculties, programmes or research activities, for example. Quick tips – make sure your pages are liking each other; don’t rely on the Facebook search engine to show up your other pages. Also, encourage cross posting from one page to another; get administrators from a particular page to post, using their own page’s identity; when appropriate this is a powerful way of drawing attention to the competence and presence you have on Facebook.
Tags: comment, comments, facebook, international, marketing, post, rank, ranking, student, students, sweden, swedish, universities, university, wall, web, website
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