Navy Command Facebook Assessment and Worksheet
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Navy Command Facebook Assessment and Worksheet

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A checklist and worksheet for commands to assess their performance on Facebook and identify areas for improvement.

A checklist and worksheet for commands to assess their performance on Facebook and identify areas for improvement.

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Navy Command Facebook Assessment and Worksheet Navy Command Facebook Assessment and Worksheet Document Transcript

  •  Command Facebook Assessment and Worksheet  January 2013    Evaluating the quality of your command’s Facebook presence  Creating  a  Facebook  page  is  only  the  beginning.    As  Navy  communicators,  we  encourage  the  use  of  Facebook  to  communicate  with  our  key  stakeholders  and,  when  applicable,  engage  in  a  dialogue  with  them  about  topics  of  interest  for  each  command.  So,  how  do  you  know  if  your  Facebook  page  is  successful?    Complete  the  worksheet  below  to  determine  your  Facebook  page  grade  and  identify  areas  for  improvement.  STRATEGY My command’s score*:   *Calculate  your  command’s  score  by  adding  up  the  number  of  checked  boxes  in  the  section  below   1 ☐  Do  you  know  the  purpose  of  your  command  Facebook  page?         ● My  command  uses  Facebook  to:                             2 ☐  Do  you  know  who  your  intended  audience  is  on  Facebook?   ● My  command  wants  to  communicate  with:                    (Sailors  in  my  command,  families  of  those  in  my  command,  those  who  have  served  in  my  command  in   the  past,  local  media,  etc.).   3 ☐  Do  you  know  who  your  actual  fans  are?   ● The  people  who  like  my  command’s  Facebook  page  are:             ● GOAL:  Attract  and  engage  intended  audience  on  page  while  embracing  other  supporters   4 ☐  Are  you  actively  working  to  bridge  the  gap  between  your  current  fans  and  the  audience  your   command  wants  to  reach?   ● My  command  is  actively  reaching  out  to  intended  audiences  by:             ● My  page  already  effectively  includes  the  intended  command  audience.  ☐   5 ☐  Check  this  box  if  your  Facebook  page  is  not  linked  to  another  social  network.   ● TIP:  Social  networks  appeal  to  different  types  of  users  and  the  networks  have  their  own  “languages.”    For   example,  Facebook  users  post,  like  and  share  while  Twitter  users  tweet,  favorite  and  retweet.    Also,   Facebook  posts  that  are  automatically  sent  as  tweets  are  often  truncated  because  of  Twitter’s  140   character  limit;  your  entire  message  is  likely  not  being  received  -­‐  not  to  mention  you  are  missing  an   opportunity  to  engage  your  audience  on  the  platform  itself.          
  •    ADMINISTRATION My command’s score:   1 ☐  Do  you  have  a  set  of  written  guidelines  that  all  administrators  adhere  to  when  posting  or   commenting  on  your  command’s  page?   a This  sets  guidelines  for  staff  and  allows  for  smooth  transition  of  personnel.  These  guidelines  can  be  very   short  and  simple,  but  at  a  minimum  should  indicate  who  has  administrative  rights,  what  kind  of  content   you  will  post  at  what  frequency,  how  the  page  will  be  monitored,  and  who  will  respond  to  comments.       2 ☐  Does  more  than  one  person  (one  account)  have  administrative  rights  to  your  command’s  page?   a In  case  of  emergency  or  transitioning  personnel,  this  can  become  very  important.  You  do  not  want  a   single  point  of  failure  for  such  a  powerful  communication  channel.   b Deployed  units  should  also  have  shore-­‐side  administrators  to  update  their  page  during  times  of  limited   connectivity  such  as  a  family  readiness  group,  TYCOM  representative,  ombudsmen  or  senior  spouse.      CONTENT My command’s score:   1 ☐  Are  you  providing  information  to  fans  that  they  find  useful  and  interesting?   ● My  command  posts  content  to  Facebook  that  is  relevant,  timely  and  unique  to  our  audiences  such  as:           2 ☐  Do  you  frequently  post  content?   ● My  command  posts  content  to  Facebook  at  least:   ● TIP:  Post  several  times  a  week.    Spread  your  content  throughout  the  week  and  day.    Do  not  post  content   back-­‐to-­‐back.    You  will  lose  fans  if  you  overload  them  with  updates  all  at  once.   3 ☐  Do  you  post  a  variety  of  content?   ● TIP:  Share  a  variety  of  photos,  links,  status  updates  and  videos  that  are  relevant  to  your  audience.       4 ☐  Are  your  posts  concise  and  conversational?   ● TIP:  Posts  that  are  about  two  lines  of  text  tend  to  receive  more  engagements  -­‐  likes,  comments  and   shares  -­‐  than  longer  posts.    Remember  you  are  social  media.    So,  make  the  connection  between  your   page  and  your  audience  with  phrases  such  as  our  Navy,  your  Sailors,  etc.     ● TIP:  Posts  that  pose  questions  to  your  fans  receive  more  interaction.     5 ☐  Do  you  spell  check  your  posts?   ● TIP:  Draft  your  post  in  a  word  processor  and  spell  check  your  message  before  posting  it.    This  extra  step   improves  your  product’s  quality  -­‐  especially  when  you  are  pressed  for  time.   6 ☐  Are  you  responsive  to  fan  questions  and  comments?   ● My  command  responds  to  all  questions  and  engages  with  fans  by:     ● TIP:  Comments  should  be  monitored  daily,  responded  to  and/or  directed  to  the  appropriate  subject   matter  expert  to  provide  an  answer  as  soon  as  possible.  Not  all  comments  may  be  able  to  be  responded   to,  but  be  consistent  and  pay  particular  attention  to  recurring  questions/comments.        
  •   7 ☐  Do  3/4  of  your  Facebook  posts  include  a  call  to  action  or  a  question  posed  to  readers/fans?   ● The  majority  of  my  posts  include  a  call  to  action,  whether  it  is  to  share,  like,  comment,  visit  another   website/page,  answer  a  question,  or  think  about  the  subject  matter  being  shared  ☐   ● EXAMPLE  (share):  “Its  been  a  productive  year  for  the  F-­‐35  Joint  Strike  Fighter  program  at  Naval  Air   Systems  Command  (NAVAIR)  -­‐-­‐  this  video  captures  it  all.  Watch  it,  like  it,  SHARE  IT!”   ● EXAMPLE  (take  action):  “Take  a  moment  &  share  the  link  with  your  Mom  -­‐  while  youre  at  it  give  her  a   call  and  send  our  appreciation  for  raising  such  a  great  Sailor.”   ● EXAMPLE  (answer  question):     "Injustice  anywhere  is  a  threat  to  justice  everywhere."-­‐-­‐Martin  Luther  King.   This  thinking  is  what  motivates  many  of  us  to  serve  daily.  What  motivated  your  service?”  PAGE LAYOUT AND REQUIREMENTS My command’s score:   1 ☐  Is  your  command  page  name  fitting  and  easily  recognizable  to  your  target  stakeholders?   a My  command  page  name  is:                     ,  which  is  easily  recognizable  because:                 b EXAMPLE  (what  works):  USS  Abraham  Lincoln  (CVN  72)   c EXAMPLE  (what  doesn’t  work):  SURFLANT  PAO  –  even  though  an  acronym  may  seem  common  to  you,  it   may  not  be  easily  recognizable  by  family  members,  media  and  other  interested  parties.  Try  to  use  the  full   command  name  whenever  possible  and  think  about  your  intended  audience’s  level  of  understanding.   2 ☐  Does  your  command  profile  picture  best  portray  your  command  and  attract  people  to  the  page?   a Sometimes,  the  command  seal  or  crest  is  not  the  most  recognizable  command  image,  particularly  when   it’s  small.  Consider  using  a  photo  that  is  indicative  of  your  command  and  easily  recognizable.   3 ☐  Is  all  required  information  visible  including  disclaimer  text  and  official  Navy.mil  website?   a See  the  page  requirements  in  the  PAO  handbook  and  on  the  Navy  Social  Media  Directory  page  to  ensure   all  DoD  and  Navy  requirements  are  met.   4 ☐  Do  you  have  a  vanity  URL  for  the  page?   a My  command’s  vanity  URL  is:  Facebook.com/             b A  custom  URL  such  as  Facebook.com/USNavy  can  make  it  much  easier  to  find  your  page  and  to  promote   your  page  on  other  communication  channels.  To  obtain  a  vanity  URL,  go  to  Facebook.com/Username.  Be   sure  to  select  a  username  that  stakeholders  will  logically  type  in  when  they  think  of  your  command.   c Tip:  Avoid  creating  a  vanity  URL  based  on  a  specific  name.  If  your  command  wants  a  Facebook  page,   create  one  based  on  the  position.  You  can  change  the  title  of  a  page  to  match  the  individual,  but  the   vanity  URL  can  not  be  edited  once  created.     5 ☐  Does  your  page  use  a  cover  photo?   a The  cover  photo  should  display  a  compelling  photo  that  tells  your  command’s  story.    According  to   Facebook,  it  may  not  contain  contact  information,  calls  to  action  to  like  your  page,  or  promotional   content.    Ideally,  the  photo  should  be  851  pixels  wide  by  315  pixels  tall  and  less  than  100  kbs.            
  •    INTEGRATION AND METRICS My command’s score:   1 ☐  Is  the  command  Facebook  page  linked  on  the  official  Navy.mil  website?   a If  not,  register  your  page  at  http://www.navy.mil/submit/addSocialMedia.asp.   2 ☐  Is  there  a  link  on  your  command’s  website  page  to  your  Facebook  page?   3 ☐  Do  your  command  Facebook  administrators  integrate  with  other  parts  of  the  organization  to  obtain   rich  content  from  all  aspects  of  the  command?   a Command  Facebook  administrators  meet  regularly  with              teams  to  discuss  content  ideas  and   leverage  content  being  created  for  the  command  and  fleet  overall.   b Command  Facebook  administrators  notify  CHINFO  when  they  post  content  (or  plan  to  post  content)  that   would  be  interesting  to  the  entire  fleet  (usnsocialmedia@gmail.com).  ☐   4 ☐  Is  your  Facebook  page  aligned  with  your  command’s  other  communication  activities?   5 ☐  Has  your  command  identified  key  performance  indicators  for  your  page  (both  qualitative  and   quantitative)?   a My  command  is  trying  to  grow  our  base  of  key  stakeholders,  therefore  we  track  fan  growth.  ☐     b My  command  is  interested  in  increasing  the  reach  of  command  messaging,  so  we  track  how  many   impressions  our  posts  receive.  ☐     c My  command  is  trying  to  build  an  active  stakeholder  community,  therefore  we  track  how  many   interactions  our  posts  receive  (likes,  comments,  shares).  ☐     d My  command  is  trying  to  increase  understanding  of  our  command’s  initiatives,  therefore  we  track  how   many  substantive  comments  we  receive  on  posts.  ☐     e My  command  is  trying  to  spread  command  messaging  beyond  our  page’s  fan  page,  so  we  track  how   many  shares  our  posts  receive.  ☐     6 ☐  Does  your  command  regularly  check  to  see  if  the  key  performance  indicators  are  being  achieved?     a Interactions,  shares  and  “people  talking  about”  scores  should  be  monitored  weekly.   b Fan  growth  should  be  monitored  and  analyzed  monthly  to  see  where  fans  are  coming  from  and  whether   the  demographics  of  your  fan  base  has  shifted.   7 ☐  Does  your  command  make  periodic  adjustments  to  its  strategy  and  content  based  on  its  progress  to   meeting  key  performance  indicators?   a Audience  analysis  should  be  conducted  quarterly.   b Page  strategy  and  guidance  should  be  updated  annually.        
  •    My Command’s Facebook Grade (add up scores from each section): / 34  Priority Areas for Improvement  Strategy:                                Administration:                              Content:                                Page  Layout:                                Integration  and  Metrics: