November Review – Facebook Page Comments – Swedish Universities Ranking

Here’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.

Malmö University

56

Lund University

48

Uppsala University

22

Jönköping University

14

Umeå University

13

Chalmers University of technology

6

Karlstad University

6

Karlstad University

6

University of Borås

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.

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‘Unlikely to prioritise first party cookies used only for analytical purposes’ – United Kingdom’s New Guidelines for Cookie Use

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:

ICO Cookie Guidelines

“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.

Facebook Page Friends – November review of Swedish university Facebook pages

 

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

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.

Facebook Pages in English, ranked by number of friends.

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

Facebook Pages in Swedish, ranked by  number of friends.

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