An Instagram Case Study
We’re relatively new to the Instagram game—our account launched in tandem with Orientation of this school year. With that, I’ve been reading up on various best practices and attempting to tie them in to what our audience has indicated they want: a reflection of their life at Penn Law.
Two articles of note I read recently claimed:
I searched our digital asset management tool for blue-toned photos and located the image above [photo of our new building, +10 points]. It immediately evokes a feeling of coziness with the warm lights streaming out from the student lounge on a cold night [totally relatable pre-Winter]. The last thing I needed to do was set a reminder on my phone to post the image Sunday night [unless Buffer or Sprout Social have secret Instagram queues I don’t know about yet!!]
So I published and waited…
In less than 48 hours, the photo received 68 likes. This is the most number of likes on any individual picture we have posted to date. As an added bonus, this photo garnered us enough new followers to push past the 300 follower mark!
Some final thoughts
While I am overjoyed at the likes this photo received, I wonder what is effective on Instagram for sparking comments and conversation. It only received 1 comment. I realize the platform’s end-goal isn’t necessarily to share your thoughts; after all, the picture is worth a thousand words. However, other than trivia or polls, I am curious as to what sparks the most genuine, substantive conversation on Instagram.
Have feedback? Comments? Talk to me @EmilyBrenn!
You can just see the difference from that point forward,” Messina says. “Before, there was no way of going to a topical source of information about that event. In other words, if you were in San Diego and wanted to find out what was going on, you had to go to 14 different websites, check the radio, and so forth.
Or, how # lost its name as the pound sign.
It’s important to take some time off to recharge, even if it’s just a day or two. Sometimes my girlfriend and I will go to Disneyland, just to take a day off. If you feel completely exhausted while working, though, I’ve survived a long time on taking 20 minute naps. It just gives you a refresher. If the goal is to get the most quality time in, I’d rather set 20 minutes aside to get three hours worth of good work than just go through it all at 40%.
"A Day in the Life at Penn" 2013 at Penn Law
This year’s “A Day in the Life at Penn” on October 29, 2013 asked students, faculty, or staff members for photos to help us illustrate a single day on campus and Penn around the world. Penn Law students and staff enthusiastically shared their photos and life on campus. From class and studying, to pumpkin carving and “The Good Wife,” the life of anyone in the Penn Law community is never dull!
When you’re redesigning the Like button, which appears on over 7.5 million websites, the details count. Every pixel you change, color you swap, and drop-shadow you alter will get seen 22 billion times per day, Facebook says. So, the company hasn’t bothered much with rethinking the look of the Like button since it launched in 2010. Back then, even Facebook itself couldn’t have predicted the scale the Like button would reach. Its presence is almost guaranteed on most websites, and it’s considered “one of Facebook’s most valuable brand assets,” product manager Ling Bao says.
Phil Shecter L’14 & Andrew Pearlman L’14 debuted “Certio-scari” featuring jack o’ lanterns of each of the current Supreme Court Justices.
Wrote my first BuzzFeed contribution for a student’s work that truly deserves to go viral.
Nearly one in every five American adult cellphone owners uses the app (18%).
Let that sink in for a moment. Go ask five random people with cellphones (so pretty much anybody, considering 91% of American adults own a cellphone), and at least one of them is likely to say they use Instagram. That’s an absolutely mind-boggling penetration rate for a single app that doesn’t come pre-installed on the vast majority of devices.
I had a discussion with my peer group listserv on campus today about why I think the others should be using Instagram and I was surprised at how few of our community on campus saw it as valuable to their social media efforts as I do. Instagram is an integral part of our digital strategy for 2013-14 and this is exactly why.
Social Media Reporters
One of the new things I’ve implemented this year is transitioning our former staff of student reporters into a crop of social media reporters.
Rather than 1,000-1,5000 words on an event, our reporters now live-tweet the event and posting pictures or video on Instagram. The next day, I’ll compile all relevant social media content from the reporter and event attendees into a news story with a 400-500 word recap from the reporter. We’ve completed four stories so far using this system:
- Highlights from a dialogue with Justice Kennedy
- Highlights from “Rights Litigation, Law and Political Reform in China”
- Highlights from “Leveling the Playing Field for Athletes of All Sexual Orientations: A Conversation with Patrick Burke, Co-Founder of the You Can Play Project”
- Highlights from “Scholarship After Snowden” panel on digital surveillance
So far, this system has been successful on multiple fronts:
- Organic traffic to the newsroom yields more views than our Tumblr, where we would previously post Storify recaps
- More control over the layout through our newsroom CMS versus third-party platforms
- Better brand continuity of housing this directly on our website
- Increased participation: attendees see our reporter live-tweeting and jump on the bandwagon
- "More human": using student reporter’s personal accounts provides a face and a name, not just a logo
- Current Twitter followers are not “spammed” by events they may not be interested in by flood of live-tweets, only curated retweets
- Less time spent editing longform articles
- Better sense of community support around on-campus events
- Student reporters hone their digital journalism skills