Engaging posts, like this Taylor Swift homage from Instagram, have helped UTSA's social media presence rank No. 16 among the nation's 364 Division I colleges and universities according to Rival IQ.
NOVEMBER 14, 2023 — UTSA’s official social media channels have once again been ranked among the best in the nation for their engagement rates, according to U.S. social media listening leader Rival IQ. In the 2023 Higher Education Social Media Engagement Report, Rival IQ rates UTSA’s official social media presence at No. 16 among the 364 Division 1 (D1) schools evaluated for their engagement rates on Instagram, Twitter, Facebook and TikTok.
In Texas, UTSA took the No. 3 spot among all colleges and universities and ranked No. 1 among UT System institutions. Other UT System schools on the list include Stephen F. Austin (No. 74), UT-Austin (No. 135), UT-El Paso (No. 266), UT-Rio Grande Valley (No. 274) and UT-Arlington (No. 322).
Engagement rates are based on the number of people who engage with a social media platform, compared to the number of followers. Thus, smaller schools with large engagement numbers may rank higher on the list, compared to larger universities. This year, Rival IQ assessed content posted between June 1, 2022 and May 31, 2023 on Instagram, Twitter, Facebook and TikTok.
In addition to receiving high marks overall, the @UTSA channels placed well individually. The university’s official Facebook channel took the No. 12 spot, and its X channel, formerly known as Twitter, came in at No. 51. Meanwhile, the UTSA Instagram channel was ranked No. 67 and the university’s TikTok channel was rated No. 65. UTSA has since ceased posting on TikTok under the directive of the governor that all state agencies and universities end their use of that platform.
UTSA uses social media to engage, inform and entertain audiences — whether discussing research, achievements, campus life or events.
UTSA uses social media to engage, inform and entertain audiences, with a primary focus on current students, prospective students and their families. The university also uses its social channels as a customer service desk where students and their family members can gain additional support in connecting with campus offices to ask questions or share concerns.
“Social media is a powerful way for UTSA to engage students and their families where they meet and have conversations,” said Joe Izbrand, UTSA chief communications officer and associate vice president for strategic communications and external relations. “The dynamic online interactions we cultivate between the university and its followers are driven by impactful storytelling that showcases and creates pride in the differentiating characteristics of UTSA.”
Rival IQ assessed 659 Division One and Division Two colleges and universities and measured each brand’s ability to connect and build relationships with followers on its official social channels. To create parity, each higher education institution’s follower size was considered in Rival IQ’s engagement rate calculations. Generally, colleges and universities that ranked well on the list had high engagement rates with average or better audience size and posting volumes.
“UTSA is a community-engaged university that is committed to fostering meaningful relationships with San Antonians and improving the quality of life in our city,” said Teresa Niño, UTSA vice president for university relations. “We put tremendous effort into connecting with our community wherever they are, knowing that people of all ages use and depend on social media to stay connected.”
This year, Rival IQ’s top 10 colleges and universities were the University of Iowa; University of South Carolina, Columbia; Texas Christian University; James Madison University; Utah State University; Tarleton State University; University of Mississippi; Bowling Green State University; University of Georgia; and University of Tennessee, Knoxville.
In addition to Rival IQ’s 2023 ranking, UTSA’s social media presence has been recognized by Sprout Social, another leader in competitive social media listening, which places UTSA’s social media impressions four times higher than the industry average.
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