UNIVERSITY COMMUNICATIONS ANALYTICS DECEMBER 2016

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1 UNIVERSITY COMMUNICATIONS ANALYTICS DECEMBER 2016

2 VIRGINIA.EDU

3 TOP TRAFFIC SOURCES Google and Direct traffic consistently drive the majority of traffic to the homepage. In December 2016, Google and Direct traffic accounted for 91% of all pageviews on the homepage. OTHER 9% OTHER 9% GOOGLE 27% FY17 YTD GOOGLE 26% DEC 2016 DIRECT 65% DIRECT 64%

4 TOP PAGES VISITED The homepage is the most visited page within virginia.edu, which accounted for 54% of all pageviews in December. Second to the homepage, the most visited page is Start Here, which accounts for 3% of all pageviews. PAGEVIEWS Homepage Start Here Landing Page Schools Landing Page Graduate Studies Undergraduate Studies Undergraduate Majors Apply Landing Page Current Students Resource Page Faculty/Staff Resource Page Academics Landing Page 1% 2% 2% 2% 2% 2% 2% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 3% 3% % OF TOTAL 54% 490,000 ZXcZXC 495, ,000

5 UVA TODAY

6 UVA TODAY SITE PERFORMANCE AVERAGE PAGEVIEWS PER MONTH 700, , ,000 Average monthly pageviews on UVA Today continues to increase year over year. To date, average monthly pageviews in FY 2017 are up 65% compared to FY ,251 PAGEVIEWS *Average pageviews excludes views of UVA Today content off-site on platforms such as Facebook Instant Articles and Apple News. 400, , , , ,448 PAGEVIEWS 304,909 PAGEVIEWS 0 FY 2015 FY 2016 FY 2017 SOURCE: Google Analytics

7 UVA TODAY TRAFFIC In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for 52% of all site sessions. ILLIMITABLE 1% UVA HOMEPAGE 3% DIRECT 8% ORGANIC SEARCH 9% DAILY REPORT 11% OTHER 16% FY17 YTD SOCIAL MEDIA 52% ILLIMITABLE 2% UVA HOMEPAGE 5% DIRECT 7% ORGANIC SEARCH 22% HOUSE ADS 1% OTHER 7% DEC 2016 DAILY REPORT 24% SOCIAL MEDIA 32% SOURCE: Google Analytics

8 STORY PERFORMANCE THIS MONTH In December 2016, University Communications published and promoted 56 stories. TOP STORIES DECEMBER 2016 STORY TITLE BYLINE PAGEVIEWS 1. LIGHTING OF THE LAWN TRADITION DRAWS THOUSANDS TO GROUNDS Kaylyn Christopher; Dan Addison; Sanjay Suchak 6, IN MEMORIAM: SYDNEY BLAIR, THE HEART OF UVA S CREATIVE WRITING PROGRAM Anne Bromley 5, UVA BOARD ESTABLISHES ENDOWMENT OF UP TO $300 MILLION TO SUPPORT STUDENT SCHOLARSHIPS McGregor McCance 5, KIPLINGER NAMES UVA AS NO. 2 BEST VALUE AMONG PUBLIC UNIVERSITIES Kaylyn Christopher 4, UNKNOWN SOLDIERS: UVA DISCOVERS POWERFUL DEFENDERS OF THE BRAIN Josh Barney 4, YEAR OF THE WAHOO: 16 WAYS UVA MADE THE WORLD A BETTER PLACE IN 2016 Katie McNally 4, EXPERIENCE UVA S MUSICAL HOLIDAY GREETING, STRAIGHT FROM THE REOPENED ROTUNDA Erik Duda; Caroline Newman 3, ROTUNDA PLAQUE WILL HONOR UVA GRADUATE SLAIN IN IRAQ WAR Matt Kelly 3, LAUGHING AT THIS MAN MAY BE GOOD FOR YOUR HEALTH Kaylyn Christopher 3, UVA MEN S CLUB SOCCER TEAM COACHES ITSELF TO A NATIONAL TITLE Kaylyn Christopher 3, WHILE AWAY THE WINTER DAYS WITH THESE 14 BOOK PICKS FROM UVA READERS Anne Bromley 3, NOT INTERESTED IN ELF ON A SHELF? TRY MENSCH ON A BENCH Caroline Newman 2, BILLION REASONS WHY UVA IS A BOON TO THE VIRGINIA ECONOMY Fariss Samarrai 2, UVA CENTER MAY CHANGE THE WAY YOU EXPERIENCE RELIGION Caroline Newman 2, BALANCING ACT: PEDIATRIC NURSING PROFESSOR MANAGES LIVING AND TEACHING WITH MS Kaylyn Christopher 1, STUDY: ONLINE INSOMNIA PROGRAM CAN IMPROVE SLEEP FOR MANY Eric Swensen 1, STUDENTS RECEIVE 2017 HANNAH GRAHAM MEMORIAL AWARD FOR WORK IN AFRICA April Ballard 1, UVA PRESIDENT PROVIDES FIRST GIFT TO BICENTENNIAL SCHOLARS FUND Jane Kelly 1, FAKE NEWS WASN T BORN IN HERE S HOW TO COMBAT IT Katie McNally 1, HOW SHOULD THE UNIVERSITY REMEMBER ENSLAVED LABORERS? Anne Bromley 1,662 SOURCES: Google Analytics, Facebook Insights, Apple News

9 SOCIAL MEDIA

10 SOCIAL MEDIA FOLLOWERS SOCIAL MEDIA FOLLOWERS *SNAPCHAT INSTAGRAM TWITTER FACEBOOK As of December 2016, UVA has nearly 287,000 followers on social media. Follower size on social media continues to increase steadily across all platforms. 350, , , , ,000 % CHANGE SINCE % +52% +25% +19% *Snapchat followers are estimated by dividing average starting views by 66%, the percentage of users who check Snapchat on a regular basis. This calculation roughly accounts for followers who did not see the post because they were not logged in to Snapchat at the time of the post. 100,000 50,000 Dec 2015 Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016 Dec 2016 DEC ,346 32,842 51, ,492 DEC ,094 49,941 64, ,501

11 MOST ENGAGING POSTS FACEBOOK 8% ENGAGEMENT RATE 3,421 LIKES 56 COMMENTS 113 SHARES INSTAGRAM 13% ENGAGEMENT RATE 6,354 LIKES 20 COMMENTS TWITTER 6% ENGAGEMENT RATE 201 LIKES 82 SHARES ( RETWEETS )

12 MEDIA SENTIMENT

13 TOTAL MEDIA SENTIMENT BY TONE In December 2016, negative media mentions were the second lowest they have been in the past year. MEDIA MENTIONS 350, ,000 POSITIVE/NEUTRAL NEGATIVE 250, , ,000 *Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword ( University of Virginia ). 100,000 50,000 Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Source: Cision media monitoring service.

14 MEDIA SENTIMENT YEAR OVER YEAR In both FY16 and FY17, positive/neutral mentions have exceeded negative mentions. BREAKDOWN OF MEDIA SENTIMENT Positive/Neutral 65% FY 2016 Negative 35% Positive/Neutral 59% FY 2017 Negative 41% *Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword ( University of Virginia ). Mentions in larger, more prestigious outlets ( Tier 1 ) are weighted more heavily than smaller, less prestigious outlets ( Tier 3 ) when calculating the total impact score. Source: Cision media monitoring service.

15 HIGHLIGHTS OF NATIONAL COVERAGE The University of Virginia is frequently cited in national media. The following represents a selection of national media coverage from December UVa Agrees to Purchase Power Generated by Richmond-Area Solar Array Owned by Dominion Power Richmond-Times Dispatch / December 9 The University of Virginia has purchased the rights to use the electric output of a 17-megawatt solar power array in King William County. When complete, the 160-acre facility will be capable of meeting 12 percent of the university s current electric demand. Capt. Humayun Khan, a Muslim Army officer killed in Iraq, to be honored at U-Va. Washington Post / December 14 Army Capt. Humayun Khan, a Muslim immigrant who received a commission as an Army officer after graduating from the University of Virginia and died in 2004 during combat in Iraq, will be honored with a plaque in his memory on the U-Va. campus. Two Brothers Join Together in Fight to Cure Blindness The Huffington Post / December 15 In an effort to shop from socially-conscious brands this holiday season, I came across an interesting startup that caught my eye. Two Blind Brothers is a cause-driven clothing brand that sells luxury causal wear and gives 100% of its net profits to medical research to cure blindness. U.Va. President, Husband Giving $100k for Scholarships The Associated Press / December 20 University of Virginia President Teresa A. Sullivan and her husband are making a $100,000 gift to a new scholarship fund at the school. The school said in a statement Monday that the couple will donate to the new Bicentennial Scholars Fund. The fund will support need-based and merit-based student scholarships. Virginian Works to Elevate the American Civic Discourse, Starting with Children USA Today / December 31 Also appeared in 109 Gannett properties A small effort that could help heal an election-fractured nation radiates from Charlottesville, Virginia. On the campus of Thomas Jefferson s university and in the shadow of his home, Monticello, former social studies teacher Meg Heubeck channels the founding father who sought to unify a nation after a nasty, corrosive election in 1800.

16 FOIA TRACKING

17 FOIA REQUESTS FOIA At the end of the second quarter, University Communications received 147 FOIA requests and processed and closed 148 FOIA requests in fiscal year REQUESTS OPENED PROCESSED AND CLOSED FY 2015 FY 2016 FY 2017