Social Media Analysis for Government Communicators
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Social Media Analysis for Government Communicators

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Understanding how to measure and analyze your communications is difficult. The first step lay in realizing the rich data sources you can tap into from digital & social media. This presentation ...

Understanding how to measure and analyze your communications is difficult. The first step lay in realizing the rich data sources you can tap into from digital & social media. This presentation provides an overview of the types of data and analyses government communicators, public affairs officers, and politicos can use to learn more about the public response to their messaging, programs, and services.

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  • You can only see what’s immediately ahead of you. You are missing the big picture.
  • Just as you wouldn’t fly a plane without data, you shouldn’t engage your stakeholders without information.
  • All potential data sources
  • Facebook mirrors reality
  • Facebook mirrors reality
  • Facebook mirrors reality
  • VA can use comments from staff and determine best way to communicate information internally.
  • Not enough to know message; need to know how big an audience is being reached by messaging as well.
  • Not enough to know message; need to know how big an audience is being reached by messaging as well.
  • While everyone talking about China and Libya, Treasury is addressing other issues.
  • Kindling is Uservoice on steroids; additional reporting and eval features. Backboard is like using MS Word track changes without having to circulate a document. Everyone can come in and add their comments and changes in one place. Helps with document control.
  • Free tools include asking for feedback via Twitter or a Blog, or using Google moderator, which lets you submit and vote up or down ideas the way one can on Uservoice. Starbucks uses Salesforce.com social networking platform to enlist best ideas from fans and create community around those ideas Backboard is real-time document commenting/feedback platform that makes process of obtaining feedback more efficient. No more emails and file versions.
  • - you just need to understand how to find it and what to do with it.

Social Media Analysis for Government Communicators Presentation Transcript

  • 1. Andrew Einhorn, M.S. CEO, OhMyGov Inc. 703-243-3461 [email_address] The Science of Social Media What Analytics & Academics Can Teach Us May 11, 2011
  • 2. Basic Project Management Steps 1. Baseline Assessment 2. Set Goals 3. Brainstorm & Create Ideas 4. Set Objectives 5. Launch 6. Obtain Feedback 7. Measure Performance 8. Make Improvements
  • 3. Communications Formulated Without Data is Like Flying Without a Cockpit
  • 4. Let the Data Steer Your Communications
  • 5.
    • Percent of Americans that use social networking sites (May 2010).
    Data Sources Content Uploaded Online Daily by Platform 75% 500 Million 75 Million 2 Billion Viewed 0 50M 200M 350M 500M 650M 800M 1B
  • 6. Data Sources
    • 71 percent of government agencies use some type of social media, usually for public communications.
    Most Common Uses Chart (Source: Human Capital Institute)
  • 7. What Can We Do With This Data? Twitter Used to Predict Box Office Success Huberman, Bernardo A. Asur, Sitaram
    • 2010 Study
    • Rate at which messages were produced used to accurately predict opening weekend box-office takings before the film had opened.
    Movie Prediction Reality The Crazies $16.8M $16.06M Dear John $30.7M $30.46M
  • 8. Making Predictions
    • Percent Change in Facebook Fans by Political Affiliation Over Time (US House)
    +61 Seats Facebook Used to Predict 2010 Election Outcomes Einhorn, Hartman, Nelson
  • 9. Making Predictions +6 Seats Percent Change in Facebook Fans by Political Affiliation Over Time (US Senate)
  • 10. Data Manipulation Facebook = How to Derive Meaning from the Data Negative Positive
  • 11. VHA Analysis
    • Topics varied, but 60% of the comments were aimed at customer service issues at VHA hospitals and clinics.
    • Only 5% of comments addressed quality of care received. The vast majority targeted the VHA advocate program and issues with bureaucracy or long paperwork processing times.
    60% - Poor Customer Service Care quality Facebook Comment Analysis
  • 12. VHA Analysis
    • 17.5% of comments came from current VA employees.
    • Almost all negative.
    • VA missing opportunity to create evangelists of staff through better internal communications.
    VA Staff Non-VA Staff Facebook Comment Analysis
  • 13. VHA Analysis
    • Complaints were lodged about services provide in:
        • Dallas, TX
        • Denver, CO
        • KC VAMC
        • Los Angeles, CA
        • Manchester, NH
        • West Haven, CT
        • San Diego, CA
    • Compliments in service improvements were noted in:
        • Hampton, VA
        • West Haven, CT
        • Houston, TX
        • Worcester, MA
    Where will future problems arise? Facebook Comment Analysis (+) (-)
  • 14. Measuring Performance OhMyGov
  • 15. Benchmarking Performance OhMyGov
  • 16. Measuring Relevance Hot on Twitter: @BreakingNews: US blocks $30 billion in Libya assets, the largest freeze ever, Treasury Dept. says RT @zacharykarabell: Treasury Dept reports that China owns even more US debt than we thought. That's a lot of debt http://tinyurl.com/49nxwuz #china #economy Treasury Dept. Analysis March 1, 2011
  • 17. Performance Enhancement Using Social Media Science to Increase Impact
  • 18. EPA Case Study Goal : EPA launches YouTube contest to create best pro-environmental videos with cash prizes for the winner. Wanted to crowd-source creation of videos.
  • 19. EPA Case Study Outcome : Blogs and Twitterverse clamor over EPA “greenwashing” propoganda to justify more environmental regulation.
  • 20. EPA Case Study
    • Lessons Learned :
    • Could have used social media to elicit responses to idea prior to launching initiative.
    • Could have used social media research to determine response other agencies/orgs had with similar initiatives prior to launch.
    • Would have seen all possible reactions and prepared their communications in advance accordingly.
  • 21. Additional Feedback Tools
      • Uservoice
      • Kindling
      • Polldaddy
      • Twitter & FB
      • Ning
      • Google Moderator
      • Zapsurvey
      • Backboard
    Feedback :
  • 22. Obtaining feedback
  • 23. Obtaining feedback
  • 24.
    • Determine public/employee perceptions.
    • Identify problem areas.
    • Measure if and how messaging is being received.
    • Insights into audience size and type.
    • Benchmark similar initiatives.
    Conclusions How Data Can Help Inform Communications:
  • 25. Where To Go From Here? Next Steps
    • Commit to continual improvement.
    • Create communications plan.
      • Set goals & objectives
      • Procedures for measuring & reporting
    • Select technologies.
    • Gather, analyze, & report data.
    • Make improvements & institutionalize procedures.
    • Get help early on . Too important to go it alone.
  • 26. Listen to the data.
  • 27. [email_address] Consulting.ohmygov.com 703-243-3461