OVERVIEW

This case study is concentrated on the Fullerton College Photography Facebook and Instagram page. eduMEDIA carefully analyzed the performance of every social network by breaking down the posts into the following categories: organic reach, best performance, impressions, follower growth, engagement, ad speed, and SEO. Organic reach is the number of people who have seen your post through unpaid distribution. The benefits of organic reach is that you can publish posts for free while also maintaining a better relationship with your followers and viewers.

Impression, sometimes called a view or an ad view, is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page. The number of impressions of a particular advertisement is determined by the number of times the particular page is located and loaded.

Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results.

GOALS

The digital marketing goal for the Fullerton College Photography Department is an increase in student-institution engagement, increase in followers and likes per photo/post, and an increase in overall enrolllment numbers for the photography department as a whole.

SUMMARY

Overall, there was a positive increase in monthly organic reach, total page followers, web impressions, website engagements, and likes per post. This may seem easy like an easy feat, but it is getting harder and harder for schools to create long-lasting and mutually beneficial relationships with its students. Because of this, eduMEDIA focuses on pleasing the eye of millennials, and targets younger audiences that will be naturally more interested in the arts. Additionally, eduMEDIA tries to relate to the younger audiences by remaining aesthetically pleasing on all social media platforms as well as keeping up with current trends.

The organic traffic for the department especially saw a drastic increase about 90 days after eduMEDIA's on-page and off-page search engine optimization strategy was deployed for the new website that was built for the department. Now, over 90% of the website's traffic comes from either social platforms or organic searches through google.

RESULTS

In the year of 2018, Fullerton College Photography Department gained hundreds of new Instagram followers and went from an average reach of 90 people to over 1000 people per post. Fullerton Photography Department had a surge in traffic with over 1,210 people reached organically, meaning that none of the traffic was paid for.

There was also an increase in impression numbers, which refers to the total amount of times the post has been clicked on or even seen. Because of this positive spike, the amount of engagement on the social media pages also went up: the starting engagement number was 263, and at one point in 2018, it was at an engagement number of 1,440.

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