Web Traffic
The Office of Marketing is responsible for some of the most popular pages across the osu.edu domain. We manage the front door, the news, key utilities and hundreds of story pages to support the brand experience in the digital space.
Marketing and Communications Impact
The Office of Marketing and Communications reaches a variety of audiences through a mix of storytelling and distribution across a complex ecosystem of websites and channels. Our goal is to tell the Ohio State story and optimize audience opportunities to engage with the Ohio State brand.
Data reflected covers Q1-Q2 of Fiscal Year 2026: July 1, 2025 – December 31, 2025
Key metrics
- 2.5M Users
- 4.3M Unique Pageviews
- 1.9K Shares of Content
Most viewed features from osu.edu published in Q1-Q2 FY26
Bridging tech gaps one child at a time
Mobile Design Classroom brings STEM to communities in need
Building the future, one engineer at a time
Engineering Technology students are primed to guide Ohio’s manufacturing into a new era.
Early screenings are unlocking young readers’ potential
Ohio State professor’s screenings help families detect dyslexia early
Ohio State News
The team produces hundreds of stories each quarter — delivering the news, covering the strategic initiatives of the institution, supporting our partners, highlighting our accomplishments and featuring our students, faculty and staff. In total, the team produced over 180 news stories, generating over 247K unique pageviews in the first half of FY26.
Explore examples of the most popular new stories across our storytelling sites, determined by the total volume of unique pageviews during the first half of FY26.
Tradition evolved: Ohio State announces new game day experiences
Athletics Department commits to aligning Ohio Stadium’s energy with the passion of the people in it
Ohio State, Columbus State partner to create new 4-year degree completion program
Buckeye Bridge will cover all Ohio State tuition, mandatory fees toward bachelor’s degree
Ohio State maintains position as one of nation’s top public universities in new rankings
Undergraduate nursing, supply chain management programs rank in top 10 nationally
To support the Ohio State News ecosystem, we sent over 6.7M On Campus emails in the first half of FY26. By incorporating email design best practices and test and learn methodologies, On Campus open rates for faculty and staff were 21.1% during that period.
- 5.5M On Campus Today emails (faculty/staff)
- 1.2M On Campus Weekly emails (students)
- 419K Pageviews from email
Media Placements
We utilize a strategic approach to media relations to enhance the reputation and visibility of the university through its work with local, regional, national and international media. The University was mentioned or featured more than 18,100 times in digital and print news publications during the first quarter of FY24.
Highlights
- 82,004 Total media mentions
- 7,479 Mentions in Ohio media
- 56 Mentions in the New York Times
- 175 Ohio State News stories published
Top Placements
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Face the Nation
The president of The Ohio State University, Ted Carter. President Carter, welcome to 'Face The Nation.'
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Columbus Dispatch
A new initiative between Ohio State University and Columbus State Community College aims to provide students with a tuition-free path to finish their bachelor’s degree.
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PBS NewsHour
Provost Ravi Bellamkonda spearheaded Ohio State's new A.I. fluency initiative, which requires all undergraduate students across academic disciplines learn and use A.I. tools.
Research/Experts
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New York Times
Artificial intelligence has prompted corporations, business schools and parents to wonder if any human skills are future-proof. Angus Fletcher, a professor at Ohio State University who studies narrative, believes he has found one: “primal intelligence.”
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NPR
So, what's the case for ditching skim milk and other low-fat alternatives?
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CNN
The US Food and Drug Administration has authorized marketing of the first eyeglass lenses in the United States that not only correct nearsightedness in children, they can slow the progression of the condition.
Social Media
Our teams develop timely, engaging posts with captivating videos and photos to inform, entertain and engage our audiences on a variety of subjects, guided by university initiatives and priorities. Our goal is to deliver the right content to the right audience through the right platform to increase audience affinity, audience growth and engagement. In the first half of FY26, the team published 1,318 posts and ran multiple social campaigns that generated 103 million impressions and 3.7 million engagements. The Ohio State University social media audience grew by 139,000 followers across seven platforms.
Q1-Q2 FY26 total followers: 2,749,639 (+12.4% increase compared to Q1-Q2 FY25)
Social media channels continue to drive a significant volume of impressions to bring awareness to the institution.
Q1-Q2 FY26 total impressions: 103,003,009 (+24.9% increase compared to Q1-Q2 FY25 )
*Includes paid and organic impressions for Facebook and Instagram
Q1-Q2 FY26 total engagements: 3,770,255
*Includes paid and organic engagements for Facebook, Instagram and TikTok
In the first half of FY26, Ohio State led its public peers in total engagements in all content related to the university generated on X, Instagram and Facebook.
In the first half of FY26, Ohio State led its private peers in total engagements in all content related to the university generated on X, Instagram and Facebook.
Featured Projects
Over the course of the year, professionals in the Office of Marketing and Communications will complete hundreds of projects in support of university initiatives. Explore the projects below to learn about some of our favorites, view our impact and see how we deliver a cohesive brand message throughout our work.
For Ohioans
No challenge is too big or too small. Putting our shared knowledge to work, we rally to address Ohioans’ needs — further fueling our courage to care, to innovate and to lead.
Ohio State impact map
Our connections with Ohioans and their communities run deep — across all 88 counties.
Data Notes
Data for this page is managed by the Marketing Performance Analytics team. Definitions are common across the Marketing and Analytics community. Learn more below about what is collected to create this page or contact adv-marketinganalytics@osu.edu with questions.
Three primary content vehicles are used by the Office of Marketing and Communications for storytelling and news publishing on the osu.edu domain.
- Ohio State News – Ohio State News delivers timely, trustworthy news to connect you to Ohio State’s impact on your life, your community and your world. Ohio State News offers exclusive coverage of developments on and around campus, scientific discoveries, national and global issues, the arts and Buckeye sports. Includes content published at news.osu.edu.
- Featured Stories – Stories reflect the strengths and vitality of The Ohio State University. This content emphasizes student success, faculty excellence, institutional research prowess and other aspects of the Ohio State experience that appeal to future students and other key audiences. Includes content published at osu.edu/features/.
- Ohio State Alumni Magazine – Published four times a year, Ohio State Alumni Magazine helps you stay up to date on friends and former classmates; happenings around the Oval and beyond; and local, national and international issues with an Ohio State connection. Life and sustaining members of the Alumni Association receive a print version of the magazine. Digital content published at osu.edu/alumni/news/ohio-state-alumni-magazine.
Ohio State uses Cision to track media placements across news sites and blogs. Posts on social networking sites are not included in these values. Media placements include online outlets and offline print outlets.
- Media placement – An article, as defined by the Cision platform: a piece of published content that contains a headline, content and a publish date.
- National distribution outlets – News outlets that have a national, rather than local distribution. For our purposes, national distribution outlets are limited to those based in the United States and do not include international outlets.
Source: https://www.cision.com/resources/articles/what-media-monitoring-definitions-examples-benefits/
Ohio State uses Google Analytics to track web traffic and behaviors across the osu.edu domain.
- User – An individual person browsing your website (technically, a unique browser cookie). Each user can visit your website multiple times. For example, one user could create three sessions on your website, with each session containing multiple pageviews.
- Unique Pageviews – Counts a page once even if it was viewed multiple times within a single session. For example, if someone landed on your homepage, then viewed the ‘about us’ page and then navigated back to your homepage, the homepage would have one unique pageview (even though the page was viewed twice during the session).
- Shares of Content – The sum social share events captured in Google Analytics during the reporting period. Social share events are triggered when a user clicks on a link to a social source and the text or attribute “share/sharing” on it. This covers most examples of share buttons and functionality. This event is also triggered when sharing via email links often located next to social sharing buttons.
- Video Plays – The sum video play events captured in Google Analytics or on YouTube during the reporting period. Video play events are triggered when a user clicks to play a video that’s been embedded to a page from YouTube or Vimeo.
Ohio State uses Sprout Social to track social media performance and Semrush to monitor peers in the social space.
- Audience – Audience volume depicted in the graph comes from Sprout Social and represents the maximum audience volume at the end of month of the reporting period. These values represent fans or followers of the account.
- Engagement – Total engagement depicted in the graph comes from Sprout Social and represents the sum of engagements during the reporting period. Ohio State counts the following actions as engagements: applause (likes, favorites, hearts), conversation (comments, replies), amplification (shares, retweets), link clicks, immersive clicks (photo views, saves) and video plays.
- Competitive – The total engagement volume for competitive positioning is collected via Semrush and includes reactions, comments and shares from X, Instagram and Facebook. For competitive positioning, we use the Semrush value for Ohio State engagement to ensure comparing data apples to data apples.
Ohio State uses Salesforce Marketing Cloud and Presspage to deliver email newsletters and email communication to external and internal audiences. The primary newsletters distributed include:
- On Campus Today and On Campus Weekly are email newsletters that keep Ohio State faculty, staff and students informed, interested and inspired about what is happening at the university. On Campus Today is sent to nearly 54,000 faculty and staff daily, and On Campus Weekly has both undergraduate and graduate/professional versions sent to almost 65,000 students on Tuesdays during the academic year.
- Ohio State News is an external newsletter with roughly 2,000 subscribers through which we distribute research and institutionally owned news.
- Roughly 175,000 alumni of the institution receive monthly emails featuring content from the latest edition of the Ohio State Alumni magazine. These emails enable alumni to engage with the brand on a consistent basis.