UNIVERSITY COMMUNICATIONS ANALYTICS DECEMBER 2016 VIRGINIA.EDU 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 OTHER 9% 9%

GOOGLE GOOGLE 26% 27% FY17 DEC YTD 2016 DIRECT 65% DIRECT 64% 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 % OF TOTAL Homepage Homepage Homepage Homepage 54% Start Here Landing Page Schools' LandingSchools' Page LandingSchools' Page Landing Page 3% Schools Landing Page Start Here Start Here Start Here 3% Graduate Studies Current StudentsCurrent Page StudentsCurrent Page Students2% Page Undergraduate Studies UndergraduateUndergraduate Studies Undergraduate Studies 2% Studies Undergraduate Majors UndergraduateUndergraduate Majors Undergraduate Majors2% Majors Apply Landing Page Graduate StudiesGraduate StudiesGraduate2% Studies Current Students Resource Page Faculty/StaffFaculty/Staff Resource PageFaculty/Staff Resource Page Resource2% Page Faculty/Staff Resource Page Academics LandingAcademics Page LandingAcademics Page2% Landing Page Academics Landing Page Athletics 1%Athletics Athletics ZXcZXC 0 5,000 10,0001,000,00015,0001,000,00020,0001,200,0001,000,00025,0001,200,0001,400,00030,0001,200,0001,400,00035,0001,600,0001,400,00040,0001,600,0001,800,000490,0001,600,000ZXcZXC1,800,000495,0002,000,0001,800,000500,0002,000,000 2,000,000 UVA TODAY UVA TODAY SITE PERFORMANCE

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 FY16. AVERAGE 700,000

PAGEVIEWS 600,000 502,251 PER MONTH PAGEVIEWS 500,000

400,000 304,909 PAGEVIEWS 300,000 175,448 200,000 PAGEVIEWS *Average pageviews excludes views of UVA Today content off-site on platforms such as Facebook Instant Articles and Apple News. 100,000

0

FY 2015 FY 2016 FY 2017 SOURCE: Google Analytics 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.

Chart Title OTHER Chart Title 7% OTHER HOUSE ADS 16% 1% ILLIMITABLE EMAIL 2% ILLIMITABLE EMAIL 1% UVA HOMEPAGE 5% UVA HOMEPAGE SOCIAL MEDIA DIRECT 3% 32% 7% DIRECT 8% FY17 SOCIAL MEDIA DEC 52% ORGANIC YTD 2016 SEARCH ORGANIC 9% SEARCH 22% DAILY REPORT 11% DAILY REPORT 24%

SOCIAL MEDIA DAILY REPORT ORGANIC SEARCH DIRECT UVA HOMEPAGE ILLIMITABLE EMAIL HOUSE ADS OTHER SOCIAL MEDIA DAILY REPORT ORGANIC SEARCH DIRECT UVA HOMEPAGE ILLIMITABLE EMAIL HOUSE ADS OTHER

SOURCE: Google Analytics STORY PERFORMANCE THIS MONTH

In December 2016, University Communications published and promoted 56 stories.

STORY TITLE BYLINE PAGEVIEWS 1. ‘LIGHTING OF THE LAWN’ TRADITION DRAWS THOUSANDS TO GROUNDS Kaylyn Christopher; Dan Addison; Sanjay Suchak 6,203 TOP STORIES 2. IN MEMORIAM: SYDNEY BLAIR, ‘THE HEART’ OF UVA’S CREATIVE WRITING PROGRAM Anne Bromley 5,107 3. UVA BOARD ESTABLISHES ENDOWMENT OF UP TO $300 MILLION TO SUPPORT STUDENT SCHOLARSHIPS McGregor McCance 5,101 DECEMBER 2016 4. KIPLINGER NAMES UVA AS NO. 2 ‘BEST VALUE’ AMONG PUBLIC UNIVERSITIES Kaylyn Christopher 4,967 5. UNKNOWN SOLDIERS: UVA DISCOVERS POWERFUL DEFENDERS OF THE BRAIN Josh Barney 4,313 6. YEAR OF THE WAHOO: 16 WAYS UVA MADE THE WORLD A BETTER PLACE IN 2016 Katie McNally 4,087 7. EXPERIENCE UVA’S MUSICAL HOLIDAY GREETING, STRAIGHT FROM THE REOPENED ROTUNDA Erik Duda; Caroline Newman 3,685 8. ROTUNDA PLAQUE WILL HONOR UVA GRADUATE SLAIN IN IRAQ WAR Matt Kelly 3,276 9. LAUGHING AT THIS MAN MAY BE GOOD FOR YOUR HEALTH Kaylyn Christopher 3,154 10. UVA MEN’S CLUB SOCCER TEAM COACHES ITSELF TO A NATIONAL TITLE Kaylyn Christopher 3,063 11. WHILE AWAY THE WINTER DAYS WITH THESE 14 BOOK PICKS FROM UVA READERS Anne Bromley 3,020 12. NOT INTERESTED IN ‘ELF ON A SHELF’? TRY ‘MENSCH ON A BENCH’ Caroline Newman 2,943 13. 5.9 BILLION REASONS WHY UVA IS A BOON TO THE VIRGINIA ECONOMY Fariss Samarrai 2,615 14. UVA CENTER MAY CHANGE THE WAY YOU EXPERIENCE RELIGION Caroline Newman 2,475 15. BALANCING ACT: PEDIATRIC NURSING PROFESSOR MANAGES LIVING AND TEACHING WITH MS Kaylyn Christopher 1,997 16. STUDY: ONLINE INSOMNIA PROGRAM CAN IMPROVE SLEEP FOR MANY Eric Swensen 1,972 17. STUDENTS RECEIVE 2017 HANNAH GRAHAM MEMORIAL AWARD FOR WORK IN AFRICA April Ballard 1,966 18. UVA PRESIDENT PROVIDES FIRST GIFT TO BICENTENNIAL SCHOLARS FUND Jane Kelly 1,898 19. FAKE NEWS’ WASN’T BORN IN 2016. HERE’S HOW TO COMBAT IT Katie McNally 1,796 20. HOW SHOULD THE UNIVERSITY REMEMBER ENSLAVED LABORERS? Anne Bromley 1,662

SOURCES: Google Analytics, Facebook Insights, Apple News SOCIAL MEDIA SOCIAL MEDIA FOLLOWERS

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. SOCIAL 350,000 % CHANGE MEDIA 300,000 SINCE 2015 FOLLOWERS +82% 250,000 *SNAPCHAT +52% INSTAGRAM TWITTER 200,000 +25% FACEBOOK +19% 150,000

100,000 *Snapchat followers are estimated by DEC 2015 DEC 2016 dividing average starting views by 66%, 3,346 6,094 the percentage of users who check Snapchat on a regular basis. This 50,000 32,842 49,941 calculation roughly accounts for 51,254 64,006 followers who did not see the post because they were not logged in to 139,492 166,501 Snapchat at the time of the post. Dec 2015 Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016 Dec 2016 MOST ENGAGING POSTS

FACEBOOK INSTAGRAM TWITTER

8% ENGAGEMENT RATE 13% ENGAGEMENT RATE 6% ENGAGEMENT RATE 3,421 LIKES 6,354 LIKES 201 LIKES 56 COMMENTS 20 COMMENTS 82 SHARES (“RETWEETS”) 113 SHARES MEDIA SENTIMENT TOTAL MEDIA SENTIMENT BY TONE

In December 2016, negative media mentions were the second lowest they have been in the past year. MEDIA 350,000

MENTIONS 300,000

250,000 POSITIVE/NEUTRAL

NEGATIVE 200,000

150,000

*Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, 100,000 negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of 50,000 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”). 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. MEDIA SENTIMENT YEAR OVER YEAR

In both FY16 and FY17, positive/neutral mentions have exceeded negative mentions.

BREAKDOWN OF MEDIA SENTIMENT

Negative 35% Negative FY 2016 FY 2017 41% Positive/Neutral Positive/Neutral 65% 59%

*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. 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 2016.

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. FOIA TRACKING FOIA REQUESTS

At the end of the second quarter, University Communications received 147 FOIA requests and processed and closed 148 FOIA requests in fiscal year 2017. FOIA 350 292 291 REQUESTS 300 281 273

250

OPENED 200 PROCESSED AND CLOSED 147 148 150

100

50

0 FY 2015 FY 2016 FY 2017