1. Marketing and Business Development
Amartya Sen, Fred Stone

2. SOCIAL MEDIA DATA Tool used for all analysis: R
Engagement is most affected by media views and retweets
R2 =
R2 (with impressions as independent variable) = 0.51
Peak = 1,580
Veteran’s Day 2015
Average = 54.6

3. SOCIAL MEDIA DATA

4. SOCIAL MEDIA DATA
Frequently used words from Tweets having the top 20% engagement.
Frequently used words from Facebook posts having the top 20% reach.
Mention WWE Here

5. SOCIAL MEDIA DATA
 2015 Data
Twitter (Engagements)
Facebook
(Likes)
Average Post
13.2
42.6
Memorial Day Average
18.67
129.00
Memorial Day percent Increase Above Average
142%
303%
Fourth of July
32.50
20.00
Fourth of July percent Increase Above Average
247%
47%
Veteran's Day
14.17
154.00
Veteran's Day percent Increase Above Average
108%
362%
394
707
Use social media on VETERAN-RELATED holidays.

6. WEBSITE ANALYTICS DATA
People may be learning information about Hire Heroes USA from social media instead of website

7. WEBSITE ANALYTICS DATA
Most users are not on site long enough to read large amounts of text
Use images and short text
Use Google Analytics benchmarking
Compare with session durations for other charitable organizations

8. DONATION DATA
Beginning in 2010, grants are the most effective type of funding

9. DONATION DATA
Restart previously successful funding campaigns

10. RECOMMENDATIONS Continue efforts in pursuing grants
Post with embedded media since is most effective for engaging users
Increase collaboration with professional athletes and celebrities
Use social media on veteran-related holidays
Use images and short text on website to maximize communicated message
There is a positive correlation between social media and donations, and a recent negative correlation between social media engagement and website views

11. asrp6@mst.edu, Fred.Stone@mst.edu
fredlstone