Case Study: Yale University boosts Tumblr engagement and identifies key influencers with Union Metrics

How Yale is Getting Smarter on Tumblr

Yale University launched a Tumblr blog to share infographics, Q&As and educational content with prospective and current students and lifelong learners, but struggled to measure which posts were actually making an impact and how content spread across the platform.

After adopting Union Metrics for Tumblr, Yale used reblog trees and analytics to identify core influencers, target interest-based communities and fine-tune timing, tags and content types. A Big Food infographic campaign drove a 142% increase in followers and more than 1,200 notes across two posts, helped Yale break into health-and-fitness communities, and informed a cross-platform strategy and ongoing content focus on food and health.

Yale University

Emmanuel Quartey

Woodbridge Fellow at Ofce of Public Afairs & Communications