1. Big Data Audit
U.S. Dept. of State
Bureau of Oceans, International Environmental and Scientific Affairs
July 21, 2015
Eric Schwartzman
2. Primary Research Methodology
Conservation &
Water
Environmental
Quality &
Transboundary
Global Climate
Change
International
Health &
Biodefense
Marine
Conservation
Oceans & Polar
Issues
Science Tech
Cooperative
Space &
Advanced
technology
Wildlife Trafficking
3. Oceans & Polar Issues Corpus
contains also contains does not contain
acidification #ocean LGBT
antarctic treaty "climate change" god
antarctica AND environment environment furniture
antarctica AND "ice sheet" "global warming"
arctic council ocean
atmospheric AND ocean policy
biodiversity AND ocean save
environmental protection in antarctica
freedom of navigation
glaciers melting
greenland AND "ice sheet"
indigenous AND antarctica AND "sustainabale development"
"indigenous people" AND arctic
law of the sea
maritime security
mercury AND contaminated
mercury AND contamination
"ocean acidification"
"ocean health"
"our ocean"
pollution AND ocean
reef AND pollution
"rising sea level"
"sea ice"
"sea level" AND "coastal communities"
"sea level rise"
thawing
5. #1 Topic - Climate Change
April 17, 2015
July 13, 2015
TREND ANALYSIS
1. Remains leading topic
2. 15% overall growth
3. 28% growth on Twitter
4. 12% decline on Facebook
5. Peak is Mon-Wed.
6. Friday is quietest
July 13, 2015
July 13, 2015
6. Climate Change – Top Tweets
TOP TWEETS ANALYSIS
1. 3 out of 4 Top Tweets Have Images
2. 2 out of 4 Top Tweets Have Links
7. #2 Topic - Conservation & Water
TREND ANALYSIS
1. Remains second leading topic
2. 17% overall growth
3. Peak day is Wednesday
4. Quietest Days are Friday & Saturday
April 17, 2015
July 13, 2015
July 13, 2015
July 13, 2015
8. Conservation & Water – Top Tweets
TOP TWEETS ANALYSIS
1. All Top Tweets Have
Images
2. All Top Tweets Have Links
3. 3 out of 4 Top Tweets
Have Hashtags
9. #3 Topic – Int’l Health & Biodefense
TREND ANALYSIS
1. Moves from 5th to 3rd Place
2. 17% overall growth
3. 45% increase in tweets
4. 55% decline in Facebook Posts
5. Peak Day is Monday
6. Quietest Days are Friday & SaturdayApril 17, 2015
July 13, 2015
July 13, 2015
July 13, 2015
10. Int’l Health & Biodefense– Top Tweets
TOP TWEETS ANALYSIS
1. All Top Tweets Have
Images
2. All Top Tweets Have Links
3. 2 out of 4 Top Tweets
Have Hashtags
11. #4 Topic – Oceans & Polar Issues
TREND ANALYSIS
1. Remains fourth leading topic
2. 22% overall growth
3. 30% decline in Facebook Posts
4. Peak Day is Sunday
5. Quietest Days are Friday & Saturday
April 17, 2015
July 13, 2015
July 13, 2015
July 13, 2015
12. Oceans & Polar Issues – Top Tweets
TOP TWEETS ANALYSIS
1. All Have Images
2. All Have Links
3. 2 out of 3 Have Hashtags
13. #5 Topic – Wildlife Trafficking
TREND ANALYSIS
1. Sank from 3rd to 5th place
2. 24% overall decline
3. 30% decline in Tweets & Facebook Posts
4. Peak Days are Mon-Thurs
5. Quietest Days are Friday & SaturdayApril 17, 2015
July 13, 2015
July 13, 2015
July 13, 2015
14. Wildlife Trafficking – Top Tweets
TOP TWEETS ANALYSIS
1. All Have Images
2. 2 out of 3 Have Links
3. 2 out of 3 Have Hashtags
24. Facebook – Setting & Layout
Best Practices
Verified Account Yes
Mobile Safe Account Name No
Mobile Safe Cover Image No
Historical Timeline No
Pins Posts No
Highlights Posts No
Comment Policy No
Visually Distinct Profile Picture No
27. Best Practices
Hashtags
Page Tags
Geotags
Tags Images
Shares Images
Shares Relevant Links
Shares Video
Edits Meta Data
Asks Questions
Comment Spam
Facebook - Posts Page Tag
Geotag
Edit Meta Data
Geotag
Page Tag
28. Best Practices
Hashtags
Page Tags
Geotags
Tags Images
Shares Images
Shares Relevant Links
Shares Video
Edits Meta Data
Asks Questions
Comment Spam
Facebook Posts
Page Tag
Ask for LIKES & COMMENTS
Geotag
29. Facebook Posts
Geotagged posts
may appear on the
tagged Page’s wall
Best Practices
Hashtags
Page Tags
Geotags
Tags Images
Shares Images
Shares Relevant Links
Shares Video
Edits Meta Data
Asks Questions
Comment Spam
44. Top Tweets - Analysis
• All had images
• Most clicks were on images
• All had at least 2 hashtags
• 2 out of 5 had @mentions
• Only 1 of 5 had an image tag
46. Twitter – Settings & Layout Best Practice
Verified Account Yes
Mobile Safe Account Name Yes
Mobile Safe Cover Image Yes
Pins Posts No
Visually Distinct Profile Picture No
Pinned to Top
Unbranded Pic
Unbranded ID
Informal,
Unbranded Bio
Terms of Use
Subscriber
oriented tweet
52. Sharing Imagery, Video & Collages
32 US Federal Government Agency
Flickr accounts with images relevant to
OES at: http://bit.ly/USGov-Flickrs
BEFORE and AFTER environmental
image gallery from NASA Global Climate
Change at:
http://climate.nasa.gov/state_of_flux
Filtering Flickr by keyword for US
Government Works:
https://www.flickr.com/search/advanced/
55. Case Study: NOAA
• On social media for 3 years. Facebook was first. Then
Twitter.
• 308k followers on Facebook. 357k followers on Twitter.
• Social media is seen as a media relations compliment.
• Consolidating content from 5 offices, and 140 NWS
accounts.
• No formalized schedule with respect to frequency.
• Frequent updates during extreme weather draw followers.
• #CA DROUGHT UPDATE & #DROUGHT MONITOR
tweets draw followers.
• Under #StateofClimate they release sets of images that
show changes in climate over time.
• NOAA scientists are encouraged to speak publicly about
their research, as long as they avoid discussing policy,
budget and personnel.
• Many NOAA scientists have their own personal Twitter and
Facebook accounts which they use to discuss their
research.
56. Conclusions
• The story teller is more important than the
story. Attribution is a critical component of
message delivery.
• Avoid traditional internal communications
processes. Streamline distribution of
preapproved content internally to regions and
posts and invest time savings in external
advocacy.
• Bolster independent voices of hierarchical
individualists who are concerned about climate
change
• Capture, share and help others discuss the
speeches and presentations at the US Center
at COP21 on social networks
This presentation is designed to help OES PPO optimize the processes and workflows associated with creating and sharing social media content with internal and external audiences. I’m going to show you how you can do use automated solutions to more with less and tell the story of what the US is doing to take climate action by reducing emissions.
Show that the US is a leader on climate change
We conducted a comprehensive study to gage the extent and nature of discussions occurring online around your issues.
In order to get a sense of what types of conversations are underway, I created this Boolean keyword corpus to monitor Blogs, Facebook, Forums, Images, Mainstream News, MySpace, Twitter and Videos. I used a proprietary monitoring platform from Salesforce.com to monitor all public items on the internet over a 30-day time using 9 different Boolean keyword sets.
A Boolean corpus is a set of phrases divided into three groups. The first group is comprised of phrases that the post or item must contain. The second group contains phrases that must also be present in the post or items, which narrows the results. And the third group of keywords contains phrases that cannot be include in the post. These are used to disqualify off topic result which are usually found manually when validating the ensuing results.
I spoke with staff members from each of the Bureau’s offices to fine tune and improve each corpus, on an office by office basis.
Sources:
Blogs
Facebook
Forums
Images
Mainstream News
MySpace
Twitter
Videos
Language was English
Jurisdiction was Global
Period Audited was 30-days
I created 9 of these charts, which I used to monitor for a period of 4 weeks, fine tuning them and validating the results.
TREND ANALYSIS
Remains leading topic
15% overall growth
28% growth on Twitter
12% decline on Facebook
Driven by Ebola
10 of the 18 tweets across all five categories are climate related, so it’s the intersection of climate and other environmental issues that are resonating most on social media
10 of the 18 tweets across all five categories are climate related, so it’s the intersection of climate and other environmental issues that are resonating most on social media
10 of the 18 tweets across all five categories are climate related, so it’s the intersection of climate and other environmental issues that are resonating most on social media
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Importance of mobile:
1.4 billion monthly active users at the end of 2014 -- 1.2 billion of them were mobile users.
So 86% of Facebook’s usage occurs now on a mobile device. And that percentage is increasing, particularly in developing nations
Also, 82% of Facebook’s daily active users are outside the US.
So how you’re page and profile look on a mobile device is actually more important than how they look on the desktop.
Verified – Blue Check Mark
Name of Acct is too Long to Read on a Mobile Device
Name of Acct Partially covering the Turtles Face (click to show NASA comparison. Click to disappear)
There is no Historical Timeline in Place and no milestones. OES was founded in 1974.
No Post are Pinned
No Posts are Highlighted
No comment policy (Click to show NASA Comment Policy)
The profile is too busy. No government attribution in image.
NASA Global Climate Change removes comments on the basis of misinformation.
ADVANCE Process shows how to sharing milestones and hiding from news feed
Top 2 OES Facebook posts in the last 30 days
3 of the top 4 posts were images and 2 out of 3 of those image posts were image galleries with more than one image.
The other was a link with a smaller image in the preview.
All top 4 posts included hashtags and links.
None had geotags, user tags or image tags.
ADVANCE Page Tag Bubble > Ask for Likes and Comments Bubble > Geotag Bubble
Where Goetags appear
ADVANCE – Appear on Pages Wall > Circle around “Tagging Ability” setting
I’m dubious of relying too heavily on these kinds of recommendations, which are created most for commercial marketers.
People tend to respond well to the following types of posts:
Photos and videos: Bright, colorful images depicting human interaction are particularly successful.
Questions: Asking questions encourages interaction. When you ask for feedback or thoughts, be careful what you ask for and make sure to participate in the comment thread when warranted so people know you're listening.
Short: Try to keep your posts between 100 and 250 characters to get more engagement. Shorter, succinct posts are usually better received
Impressions are the number of times users saw the tweet on Twitter.
Engagement rate is the number of engagements (clicks, retweets, replies, follows and favorites) divided by the number of impressions.
Captured on July 15, 2015
Captured on July 15, 2015
Interesting that this one generated the most profile clicks, but those clicks did result in follows.
CLICK to view profile.
CLICK to disappear.
Captured on July 15, 2015
Would like to see more profile clicks result in more followers.
Account description is dry and bland.
Twitter is a ticker. It’s a news feed. It’s a way of staying up to date on what’s happening now. It’s also reverse chronology.
Tweets should be fashioned as updates for what’s happening now.
Change “Updates on Oceans, Environment and Science Policy from the US Dept. of State.
#OneArtic is ambiguous. No time to explain. Tweets need to self explanatory. Change to Get our#ArcticPolicyUpdate
Captured on July 15, 2015
Captured on July 15, 2015
Captured on July 15, 2015
Only tweet with an image tag.
Captured on July 15, 2015
Tweet says take action, but there’s no clear action to take.
Sending people to the home page of a conference they can’t attend to “take action” is fruitless.
YouTube video offers suggestions 1:30 in, so deep link to that instead. At least your promoting the Secretary’s message.
Your account ID, account name, profile picture and bio are all branded. No posts are pinned to the top of the account’s feed. And posts are generally one-offs, rather than subscriber oriented.
According to a study by the American Press Institute on Social and demographic differences in news habits and attitudes…
“Age does not impact people’s attentiveness to various news topics. Even the youngest adults are as likely to pay attention to news on topics such as business, politics, social issues, and foreign affairs as older adults.”
The most followed topic among all age groups is traffic & weather
18-29 – 71%
33-39 – 93%
40-59 – 81%
60+ - 95%
Source: http://www.americanpressinstitute.org/publications/reports/survey-research/social-demographic-differences-news-habits-attitudes/
Since climate is weather, sending as recurring weather updates is good way to get followers.
People follow issue more than organizations, so you’re account name is a challenge.
CLICK to advance slide and show NASA comparison.
NASA’s recurring #CLIMATE UPDATE, which they release twice monthly and pin to the top of their page, immediately lets people know by means of the hashtag that if you follow this account, you’re going to receive more of these tweets.
NASA also treads very lightly on their brand in their Twitter account set-up, recognizing their affiliation only in their account name.
You can also add a geotag
Roughly 16% of Federal Government Agencies have Instagram accounts, including NASA, NOAA, Bureau of Land Management, US Geological Survey
They communicate science only and avoid discussing the source of CO2 and policy implications. The person handling Earth Vital Signs is 30% allocated to social media and manages a Facebook account as well.
Given the size of their audience which is 660K on Facebook and 139K on Twitter, they only engage with their community on Facebook and use Twitter solely as a one way channel. They are also on Google Plus which they say has the biggest number of climate change deniers. They enforce their comment moderation policy, which prohibits misinformation, by warning deniers twice publicly first and then blocking them on the third incident.
They develop what they call “shareables” which are preapproved social media shares that get used by other NASA social media accounts as well. They are currently implementing Sprinklr, a competitive offering to Hootsuite, throughout their organization as a digital transom.
