The Launch of PaceLive

Want to get up-to-the-minute news from all of your favorite Pace departments? Then check out our brand new social media hub—PaceLive!

PaceLive is your one stop shop for all things Pace. Developed by University Relations and ITS, the new aggregate compiles and organizes almost all of the social media feeds on one sleek webpage.

The new hub is home to feeds from University departments such as the Office of Admission, Office for Student Success, the libraries, iTunes U, and many more. Also featured on the hub are feeds from University publications, student organizations and clubs, academic departments, and schools. Upcoming events at Pace and updates from the University newsroom can also be found on the website.

“I think one of the most useful features is the ‘Follow Pace’ section.  It has all of the links broken down by category—Facebook, Twitter, YouTube—and then alphabetized,” says Gisela Tirado Tewes, director for Online Communications, “We had a lot of students asking ‘What’s the Facebook address for this? What’s the Twitter name for that?’ We knew that this would be a great way to showcase Pace’s vitality.”

So what does this mean for you? It means no more wasting time searching for an account name, searching your bookmarks, or opening multiple tabs in your web browser. It means that you’ll never again miss a tweet, tumbl, a status update, blog, or vlog post.

But the launch of PaceLive also means that you have to keep your social media contributions up-to-date and fresh. “The top portion is a snapshot of all of the latest captures from the feeds,” says Tewes. “If you don’t ever update, you’ll never be featured. The more you update, the more you appear on PaceLive.”

Want to see more of PaceLive? Click here to explore.

Popularity Pays Off

Doctoral student Arthur O’Connor’s recent study evaluating the correlation between brand popularity across social media platforms, such as Twitter and Facebook, and companies’ daily stock prices is making waves.

Arthur O’Connor, a second year doctoral candidate in Seidenberg’s DPS program, recently spent 10 months investigating the relationship social media has with Wall Street—to some interesting results. O’Connor was able to show a strong correlation between the Internet popularity of three consumer brands and their stock prices. “There’s no such thing as a daily revenue count. Companies do quarterly revenue reports, so I used stock prices as a daily indicator,” explains O’Connor.

O’Connor partnered with, an independently run website that tracks and formulates statistical data from Facebook, YouTube, and Twitter. follows the trends of everything from nonprofits like the TED Conferences to entertainers like Eminem.

“I did the pilot study with Starbucks,” O’Connor says, “and there was a statistically significant correlation of fan count and stock price.” But the pilot study only covered a short period of time. “I wanted to do the study over the long-term, because with such a short time frame, you could begin to see correlations between anything—astrological signs and daily stock prices,” he jokes.

O’Connor expanded his sample to include two other consumer brands: Nike and Coca-Cola. He worked with to collect data on the popularity of these brands and discovered that what he found in his pilot study held true over the course of the 10 months—even accounting for general market conditions. Initially, O’Connor was unsure if online popularity (fan count) was influencing the stock prices or if the stock prices were affecting online popularity (fan count). However, by lagging fan count for 10 and 30 days, he was able to determine that it was indeed online popularity that was influencing stock prices. During this study period, as the popularity of the brands fluctuated on the Internet, Starbucks stock rose by 29 percent, Coca-Cola fell by nearly 6 percent, and Nike middled with stock growth of approximately 14 percent.

In the future, O’Connor hopes to expand his study to include a wider range of consumer brands. He believes that it’s possible for Wall Street to use fan metrics to track consumer brands, but that understanding the nature of the effect is still a challenge. “Companies are still learning the power of social media,” says O’Connor. “This is a window that offers insight into consumer behavior. Fan count and popularity can predict how well a company will do.”

O’Connor’s work is currently garnering its own “fan count” online, with increasing coverage in the media. Here are links to recent articles about his research:

The Wall Street Journal

PC Magazine

SocialMedia Observatory


It’s Hip to be (Four)Square

This month, Pace becomes the new kid on the block in Foursquare—and one of only 20 universities in the country to pilot this new mobile and social networking application.

Imagine you’re a Pace student or faculty on a study abroad trip. You land at the airport and desperately try to translate the signs for food, transit, and lodging, all while watching your luggage and valuables. Then you turn on your phone and receive a welcome tip from Pace along with advice on local buses, affordable rooms, and things to see during your stay.

Welcome to just one of the many functions that Foursquare, a mobile application that makes locations easier and more interesting to explore, can provide.

Launching at the end of January, Pace will be one of only 20 universities in the nation to pilot a new program through Foursquare that will enhance the college experience for students, faculty, staff, and visitors. Pace is working closely with Foursquare to create a Pace University brand page and claim all venues on our campuses and centers (such as the Schimmel Theater, Aloysia Hall, and the Choate House).  Followers of the Pace Foursquare site can also receive tips from Pace community members who have checked in at off-campus venues, such as the Statue of Liberty, Central Park, or even London’s Heathrow airport.

Gisela Tirado-Tewes, Pace’s Director of Online Communications who initiated and developed the program for the University hopes Foursquare’s functions will encourage prospective students to explore the campus through event listings, local pride points and tips, and special discounts; facilitate student-faculty interaction, especially at events and conferences; and encourage the community to take advantage of off-campus listings and promotions. “It’s a great way to build a community, keep everyone informed, and encourage school spirit,” says Tirado-Tewes.

How did Pace end up garnering a spot in this exciting new pilot program? Appropriately for Foursquare, it was all about being at the right place at the right time.

Tirado-Tewes was using Foursquare herself to find discounts at a local mall when it occurred to her that Pace could be offering its students and faculty similar advantages.  “I checked in on Foursquare, and realized that I wanted something just like this for Pace,” says Tirado-Tewes. “I went back and called them and was told it was perfect timing, because Foursquare was just about to launch a new program for universities. They said they didn’t plan on working with schools as small as us, but because of our great locations in the New York Metropolitan Area, we were accepted into the program.”