TEXAS STATE

MASS COMM WEEK

2018 
FINAL PORTFOLIO 
By: Brittany Holden 
MC 4326: Advanced Social Media, School of Journalism and Mass Communication,
Texas State University
 TABLE OF CONTENTS 

1. Strategic Overview
2. Strategic Overview (cont.)
3. Facebook Analytics (2017)
4. Facebook Analytics (2018)
5. Instagram Analytics (2017)
6. Instagram Analytics (2018)
7. Competitor Report
8. Competitor Report (cont.)
9. Future Content
 Strategic Overview
   Mass Comm Week at Texas State is a week long event that includes many
guest speakers and events for Mass Communication majors and beyond. Mass
Comm Week provides students with many interactive and
networking opportunities. The events draw in many students and staff and give
students a better look at their field of study while also giving information about
the companies and guest speakers that attend. 

   Mass Comm week is currently active on Facebook and Instagram and posts
frequently each day throughout the 5- day long event. Many of their posts are
infographics that give students and staff information about the upcoming
events, but also include content from the actual events that comes from
students, staff and the guests. Mass Comm Week is mainly active on Facebook
and Instagram during the month leading up to Mass Comm Week and during
the event.
 
   Some of their Instagram and Facebook post types include:
 - Infographics                  - Countdown posts
- Videos                                -Interviews of students
- Pictures of students   - General information about the events
- Live video (Facebook) 

  Since the platforms are only active about a month out of the year, they don't
get much engagement. Although they have their strengths, they also have some
weaknesses that impact the level of engagement that they receive.
  
Strengths of social media platforms: 
- Frequent posts throughout the event
- Students are featured in posts and some posts are generated by students 
- Live video from the events
- Pictures from the events

Weaknesses of social media platforms:

- Some pictures and video may not be good quality
- The accounts don't get much engagement
- The posts are sporadic and  untimely 

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 Strategic Overview  3

  Although the platforms have some great content, there's always room for
improvement. Mass Comm week has a ton of potential and improvements to the
social media presence will bring future success to this event. Mass Comm week
should market to more departments within the university in order to increase
attendance at these events and to also increase engagement on the social media
platforms. The Instagram and Facebook pages should get a facelift and the
content should be more creative and original. 

Social Media Recommendations for the Future:

- Better quality photos and videos
- More student produced content
- Activate a snapchat account for Live Photos and videos and to keep students
more updated throughout the week
- Start using Facebook and Instagram stories for more engagement 
- Implement a social media team of staff and students to brainstorm effect
content ideas 

   Overall, Mass Comm Week has proved to be a very successful event for
students and the facilitators and can only become more successful from here on
out. With minor adjustments to these platforms and the event there will be even
greater attendance at the events and engagement on the social media platforms
that will really put Mass Comm Week on the map, not just at Texas State, but
within the journalism and mass communication world as a whole. 

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Facebook Analytics 2017 

3
Faceboook Analytics 2018

4
Instagram Analytics 2017

5
Instagram Analytics 2018

6
 Competitor Report
PRSSA National Conference 
Instagram Handle: prssanational
Number of Followers: 3,305
Number of posts in the past month: 29
Type of posts in the past month: PRSSA posted a sequence of pictures that were a
countdown to the national conference starting with day 10. Many of their posts are
infographics and posts that are pictures include students/members of PRSSA. They
also posted a few videos of people talking about diversity.
What type of content does the department post? They post student resources,
interviews and events.
Average likes and comments for the past month: Avg. likes: 108.3 Avg. comments:
1.13
Overall opinion: I think that the Instagram does an average job of posting and has
average quality posts. I think that they could be way more creative with their posts
and showcase more events, students work and overall accomplishments.

Facebook URL: https://www.facebook.com/PRSSANationalConference/

Number of Followers: 1,230
Number of posts in biggest month: 44
Types of posts in biggest month: They posted countdown posts, reminders about
registration deadlines, links to sign up for housing accommodations for the
conference and links to sign up for sessions within the event.
What type of content does the department post?: Interview videos, infographics
Average likes, comments and shares: Avg. likes: 5.8 Avg. comments: .11 Avg.
shares: .89
Overall opinion: I think that the page did a good job of giving information about
the event but I think they should’ve done some live videos or more posts during
the actual event to showcase it more.

Texas State Mass CommWeek 

Instagram handle: txstatemcweek
Number of followers: 241
Number of posts: 34
Types of posts: Their posts include infographics for the events and photos
and videos of students.
Content type: photos, canva graphics, videos
 
Average likes and comments: Avg. likes: 14.1 Avg. comments: .47
Overall opinion: I think that the content was good and fitting for the event
but I think they could’ve been more creative with their posts. 

Facebook URL: https://www.facebook.com/txstatemcweek/

Number of followers:
 884
Number of posts: 48
Types of posts: Photos, videos and informational posts. 
Type of content: They used a lot of
canva graphics in order to show the schedule for the week and they used some photo and
video from the events to highlight them. 
Average likes, comments and shares: Avg. likes: 3.02
Avg. comments: .63 Avg. shares: .66
Overall opinion: I think that they did a good job of posting and updating students throughout
the week but I think that they should’ve had more helping hands getting more pictures from
event to be able to post more frequently in order to highlight each of the events. 

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 Competitor Report
Innovation Week TXST Facebook URL: https://www.facebook.com/TXSTCE/
Number of followers: 718
Number of posts in biggest month: September 2018, they posted 29 times
Types of posts in biggest month (break down between text, video, photos, graphics, links, etc.): During their
biggest month which was September, their posts consisted primarily of informative text regarding their event
as well as photos of the speakers who were coming to speak. They had links on majority of their posts for
students to see a full schedule of all the guest speakers.  
What type of content does the department post? For example, events, student resources, alumni bios, general
encouragement, humor, etc. The department primarily posts about events that they’re going to be holding.
Majority of what they post is either a notification about an upcoming event, or a recap of what went on during
such events.
Average likes, comments and shares per post for month: Avg likes: 6.89, Avg. Comments: 0.17, Avg. Shares: 1
Overall opinion of the assigned FB page (positives, negatives, biggest thing you would recommend SJMC
consider with its own content) I think the biggest positive would be that they post often and it’s always
informative. I personally think it’s most important for any kind of school social media to always be
informative. The negatives that I saw was that their content lacked the need for interaction, I just didn’t see
much room for student interaction. I think this could be fixed by asking questions to students about what their
plans are to come and participate in their events maybe.

Instagram handle: txstce

Number of followers: 839
Number of posts in the past month: 4 total posts for the month of November 2018
Types of posts in the past month (break down between photos, videos, graphics, etc.): In the past month of
November, they didn’t post very much, but they have some really good photos and video content. They have
some pictures of some events as well as Old Main which are always great. They also have a video of students
which tends to get a lot of attention.
What type of content does the department post? For example, events, student resources, alumni bios, general
encouragement, humor, etc. The content this department posts is primarily informative about some student
events that will be going on. It’s all about ways for students to get more involved.
Average likes, comments and shares per post for the past month: Avg. Likes: 67.5, Avg. comments: 0, Avg.
Shares: 0
Overall opinion of the Instagram account (positives, negatives, biggest thing you would recommend SJMC to
consider with its own content): My overall opinion of the account is that they maintain the same theme
throughout their page where they primarily post about events and I think it’s really good to maintain a
consistent theme throughout your page, it just looks better. The negatives are that they post practically the
same content on Instagram that they do on Facebook. They use the same visuals, so I think it would actually be
really cool if they could add more visuals rather than just repeating posts.

SIUE  Mass Comm Week 

Instagram handle: masscomm.siue
Number of followers: 292
Number of posts in the past month: 14
Types of posts in the past month (break down between photos, videos, graphics, etc.): The posts
were exclusively photos and infographics. What type of content does the department post?
The posts were infographics informing followers of mass comm week and photos of speakers
during the event.
Average likes, comments and shares per post for the past month:
Likes: 15.57
Comments: .43
Overall opinion of the Instagram account (positives, negatives, biggest thing you would
recommend SJMC to consider with its own content): In comparison to Texas State Mass Comm
week, this account puts much less effort into promoting the event. The infographics all look
the same and the picture are also essentially the same shot. The account also did not post
enough content during the week of the event.

Facebook URL: https://www.facebook.com/SIUE-Department-of-

Mass-Communications
Number of followers: 70
Number of posts in biggest month: The account has not posted
since March 2017
Types of posts in biggest month (break down between text, video,
photos, graphics, links, etc.):
What type of content does the department post? For example,
events, student resources, alumni bios, general encouragement,
humor, etc.
Average likes, comments and shares per post for month:
Overall opinion of the assigned FB page (positives, negatives,
biggest thing you would recommend SJMC consider with its own
content): There is no account dedicated to the event on Facebook
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 Future Content

Instagram Post

Raise your hand if you are excited for Mass

Comm Week 2019! 
We have so much in store for this week and
we can't wait to see all of you at our events! 
Pictured: Dulce Villareal

Facebook Post

Take a seat and stay while because Mass

Comm Week is back! Join us for a fun
filled Mass Comm Week 2019!