FROM: IDMLOCO ta Strategy Team

 

 

TO: Artem Trotsyuk UC Dav Execut ve Commun cat ons
I RE: DeVry Adv sory Board Soc a Med 3 Conversat on

DATE: March 2 2016

Overview

Following Chancellor Katehi?s resignation from the DeVry advisory board,
news outlets quickly picked up the story, causing a large spike in
conversation on social media. Notably, this negative conversation emerged
only after the Sacramento Bee picked up the story. The public pressure for
the Chancellor to resign stayed off of social media until the major news
story broke.

Siunmary

DeVry mentions are still spiking during peak usage hours

0 Mentions levels have decreased since the story broke

0 Overall sentiment metrics, currently at 25% negative, have
returned closer to the baseline. This is down from a peak of 100%
negative from 8:00-11:00 pm on 3/1.

Mentions Timeline

DeVry stOry breaks

sto on multi 
on SacBee p.

news outlets

 

 

Major Articles and Sharing Summary
Sac Bee – “UC Davis Chancellor Linda Katehi quits DeVry board
under pressure”
Twitter ~ 53
Facebook - 432
LinkedIn - 0
Sac Business Journal – “UC Davis chancellor quits board of
controversial for-profit university”
Twitter ~ 5
Facebook – 4
LinkedIn - 10
The Chronicle of Higher Education – “Amid Public Pressure, UCDavis Chancellor Resigns From DeVry Board”
Twitter ~ 21
Facebook – 6
LinkedIn – 28
Huffington Post – “UC Davis Chancellor Quits DeVry Board of
Directors After Eight Days”
Twitter ~ 38
Facebook – 20
LinkedIn – 1
Kron 4 – “UC Davis chancellor quits for-profit college board”
Twitter ~ 3
Facebook – 17
LinkedIn – 9

Major Influencers
Kevin McCarty
@KMcCartyAD7
Facebook
Assemblymember Kevin McCarty was among leaders of the push for the
Chancellor to resign from DeVry’s board, writing a letter to the University
of California and to Chancellor urging her resignation.
Notably, he did not post on this topic until the story was picked up by the
Sacramento Bee. Since the story’s release, He has made several posts
linking to the Sacramento Bee article.

 Consumer Watchdog
@ConsumerWD
Facebook
University of San Diego School of Law sent a letter to the Chancellor
requesting her resignation from the DeVry board. Of the groups associated
with this letter, Consumer Watchdog is the most active on social media
about this story.
As with Assemblymember McCarty, they did not post on social media for
this topic until the news story broke

Reclaim UC
@reclaimuc
Reclaim UC is no surprise entrant in this conversation. They have been the
first and most frequent critic of the Chancellor in several instances. They
have a fairly large audience of 4,257 followers and receive consistent
engagement on their original posts.

 Secondary Conversation
Blogger Lior Pachter (@lpachter) is using the DeVry story as an opportunity
to bring up his story from 2014 about Kin Abdulaziz University’s
manipulation of US News and World Report’s global ranking of
universities. The Chancellor served on KAU’s international advisory board
at the time of the questionable ranking activities, and Pachter is connecting
this to the DeVry story.
His initial post earned some attention, but there are no other original posts
mentioning this and not other indication that this aspect of the
conversation will continue to spread.

Thank You!
We will continue to monitor the conversation and provide metrics updates.