Share of Voice Analysis for City College
Two insights on the social media penetration of companies in online education provided in the below finding are increasing growth of social media usage and building social media communities. Two US-based companies in online education, Coursera and Udemy, were used for this research, and the information provided includes their SEO and PPC statistics.
Increasing Growth of Social Media Usage
- One insight into the social media penetration of companies in online education is the increasing growth of social media users in the United States. According to a study by Marketing Sherpa, "85% of US customers use social media."
- More so, mobile devices are becoming the preferred choice of device to access social media platforms, with "over 165 million mobile users in the US accessing the Facebook app in September 2019." According to Pew Research, "while 69% of U.S. adults are on Facebook, 74% of them visit the platform at least once a day."
- While it is stated that "87.1% of US marketers will use Facebook for social media marketing in 2020, 92% of the U.S. people are aware of Twitter even if they don’t use it." Notwithstanding, the US accounts for the majority of Twitter users across the globe.
- On the other hand, Instagram is growing "nearly 5% from quarter to quarter, with 75.3% of US marketers planning to use it for business promotion in 2020." According to Business Instagram, "96% of US marketers surveyed plan to continue using Stories ads in the next six months."
- Online education companies like Coursera and Udemy are into this trend, both with significant social media penetration. While Coursera boasts of over a million followers on Facebook and over 400,000 followers on its Twitter account, Udemy has over five million followers on Facebook and more than 650,000 followers on Instagram.
- With over 80% of active US adults on social media, companies in online education have no choice but to penetrate these social platforms for brand visibility and patronage.
- Coursera and Udemy have social media platforms on their websites, with the former accounting for five (Facebook, LinkedIn, Instagram, Twitter, and YouTube) and the latter accounting for four (Facebook, LinkedIn, Instagram, and Twitter). Both companies, like every other company, encourage users to follow them on these platforms.
Building Social Media Communities
- Another insight into the social media penetration of companies in online education is the need to build social media communities. In this age, brand visibility is not just enough. Online education companies go all the way "to impact meaningful and valuable experiences on social media to engage with their audience."
- Maintaining social media visibility alone without building communities around content has made many brands with seemingly large social media followers look as if they are almost non-existent. This is because their engagement levels are inadequate.
- In the US, for example, not only do businesses (91%) market using social media, 90% of them use the platform to build brand awareness and "71% use it to build and manage an engaged community." According to the Manifest, "74% of customers follow brands on social media, and 96% of them interact with the brands they follow."
- Accordingly, user engagement is one strategy being deployed to penetrate social media. The two companies in online education identified above are in tune with this trend. Different topics and discourse are promoted regularly on the social media communities of Coursera and Udemy.
- For example, on January 8, 2020, Coursera retweeted a tweet by MoMALearning with the hashtag #WhatIsContemporayArt. The tweet had a 52-second video embedded in it, and within a short time, it garnered over 1,800 views.
- On its part, Udemy started a new year campaign with the hashtag, #my2020plan to engage action-oriented conversation with users on Facebook and its other social media platforms. It posts pictures of young individuals who are committed to a 2020 plan for learning on its social media handles, encouraging other users to like, comment, or share the post.
- Both companies also have blogs linked on their websites where users can be engaged.
SEO and PPC Statistics
- According to SimilarWeb, Udemy's organic keywords for its SEO amount to 13,168, constituting 68.52% of the keyword traffic. Whereas, its paid keywords for PPC number 5,629, representing 31.48% of the keyword traffic.
- Udemy gets 22.63% of traffic to its website from search, 2.82% from referrals, 7.24% from social (with YouTube [54.74%] taking the lead, followed by Facebook [30.97%]), 2.45% from display ads, and 62.12% from a direct link.
- For Coursera, its organic keywords for SEO is 18,089, constituting 96.71% of the keyword traffic. Whereas, its paid keywords for PPC number 733, representing 3.29% of the keyword traffic.
- Coursera gets 25.32% of traffic to its website from search, 4.27% from referrals, 4.78% from social (with YouTube [43.60%] taking the lead, followed by Facebook [18.25%]), 1.94% from display ads, and 58.80% from a direct link.