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Impact Report Information

Below are the details on how data is gathered and highlights are chosen for the Quarterly Impact Report.

The methodology varies in each section, depending on the type of information being reported. It is not always an exact science. Decisions on which qualitative items to include are made by Office of Communications and Marketing staff.


Media Coverage

Positive Media Mentions

Total number of positive media mentions of the University of Tennessee, Knoxville, or its faculty, students, staff, or alumni during the given time period. Includes print, TV, radio, and online outlets. One story may earn multiple mentions if it appears in multiple outlets.

Faculty Expert Citings

Total number of articles citing or quoting a UT faculty or staff member as an expert source on a topic during the given time period. Includes print, TV, radio, and online outlets. One story may earn multiple mentions if it appears in multiple outlets.

Most Popular News Stories

The news stories that generated the most positive press for the university during the given time period. Includes print, TV, radio, and online outlets. Quantity is measured by reach, which is defined by the published readership, viewership, or listenership numbers of each news outlet.

Top Notable Media Outlets Placed

Media outlets with the widest reach that featured positive stories of the university or its faculty, students, staff, or alumni during the given time period. Includes print, TV, radio, and online outlets.

Top Experts

The faculty members with the most media citings during the given time period. Includes print, TV, radio, and online outlets. One story may earn multiple mentions. Rank is defined by reach.


utk.edu

Pageviews

Total number of pages on the main university website (utk.edu) that were viewed by all visitors during the given time period. Pages may have been viewed multiple times by the same user.

Website Users

Total number of people who visited the main university website during the given time period.

Top Stories

The most viewed stories featured on the university’s home page during the given time period.


Tennessee Today E-newsletter

Recipients

The average number of email addresses that received the newsletter during the given time period. Tennessee Today is published daily during the academic year and twice weekly during the summer.

Open Rate

The average percentage of the Tennessee Today newsletter distribution list that opened the newsletter during the given time period. A newsletter open is registered when a user chooses to download the images in the email.

Most Popular Stories

The stories that were clicked on the most during the given time period.


Vol Update E-newsletter

Recipients

The average number of email addresses that received the newsletter during the given time period. Vol Update is published twice weekly during the academic year. During the summer, it is sent only to incoming freshmen.

Open Rate

The average percentage of the Vol Update newsletter distribution list that opened the newsletter during the given time period. A newsletter open is registered when a user chooses to download the images in the email.

Most Popular Stories

The stories that were clicked on the most during the given time period.


Creative Projects

Featured Projects

A subjective selection of noteworthy projects completed by the staff in Creative Communications.


Social Media

Followers

Total number of people and accounts that followed each platform during the given time period.

Growth

Percentage growth in followers of each platform over the previous quarter.

Impressions

Total number of times university content was displayed to social media users on each platform during the given time period.


Video

Featured Videos

A subjective selection of noteworthy projects completed by the staff in the Video Production Center.


Events

Special Events Coordinated

Total number of events coordinated by the Special Events staff during the given time period. Includes public and invitation-only events of all sizes hosted by the chancellor, the provost, or other university leaders.

Attendees

Total number of people who attended special events during the given time period.


WUOT 91.9FM

NOTE: The listener data below is collected by Nielsen. Numbers are made available at least one quarter behind other information presented in this report.

Average Weekly Listeners

The average number of unique listeners to the station’s over-the-air broadcast each week during the given time period.

Average Monthly Streams

The average number of unique online listeners to the station each month during the given time period.