America Saves Week 2012 Social Media Project national savings forum-04-12

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America Saves Week 2012 Social Media Project national savings forum-04-12

  1. 1. America Saves Week 2012 Social Media ProjectDr. Barbara O’Neill, CFP®, Extension Specialist, Rutgers Cooperative Extension eXtension Financial Security for All Community of Practice
  2. 2. Project Background• Conducted by eXtension (online program of the Cooperative Extension System)• 70 Facebook messages and 70 tweets – Saving, debt/expense reduction, America Saves, ASW• 97 project cooperators – From eXtension, Saves campaigns, military, others• Replicated 2011 ASW social media project with a focused evaluation methodology
  3. 3. Triangulation (Multiple Methods) Evaluation Approach• Unique Twitter hashtag: #eXasw• Follow-up follower/friend survey• Follow-up project participant survey• bit.ly analytics to determine number of clicks on unique embedded links• Pre- and post-ASW Twitter influence metrics
  4. 4. Quantitative Impact Data• 1,437 #eXasw tweets recorded (vs. 1,190 in 2011)• Several thousand Facebook messages• 673 Facebook message clicks (vs. 877 in 2011)• 357 clicks from tweets (vs. 275 in 2011)• 30 of 97 cooperators reported a total of 5,966 followers/friends; an average of 199 each (vs. 8,163 followers and 226 apiece in 2011)
  5. 5. Follower/Friend Survey Results N = 13• Response: 50% “very helpful” and 50% “helpful”• 54% visited ASW links; 38% planned to• 8% joined AS; 38% planned to; 16% already joined AS; 38% had not joined AS• Mostly positive comments about SM messages• One negative comment about seeing repeated messages and the need for more action steps
  6. 6. Professional Collaborator Survey Results (N=30)• 22/22 Klout scores increased – Average from 20.3 to 29.3 (vs. 11.22 to 19.68 in 2011)• 17/19 PeerIndex scores increased – Average from 15.5 to 25.1 (vs. 4.94 to 11.52 in 2011)• Positive comments (e.g., want more “cut and paste” messages, improved SM skills, ease of use, continue in 2013)• State Governor and Senator started following one participant• Reported likes, retweets, and direct messages• One comment that a month of messages was too long
  7. 7. Take-Aways• Social media messages are great for increasing awareness but do not appear to prompt much action• Project participants like having “cut and paste” social media messages – May want to consider providing SM messages year-round• The Twitter influence of project participants was noticeably higher in 2012 than 2011• Fewer metrics exist for Facebook impact vs. Twitter – Facebook Insights is recommended tool: http://ads.ak.facebook.com/ads/creative/insights/page- insights-guide.pdf
  8. 8. Any Questions?We invite you to follow us on Twitter:www.twitter.com/moneyeXtension(eXtension Twitter site)www.twitter.com.moneytalk1(Dr. Barbara O’Neill, Rutgers University)

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