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.