Why Numbers Matter Metric programs in Public Affairs are vital tools to identify where you are & measure how you’ve done Metrics offer a recognizable and demonstrable way of showing effect Trends allow you to make informed decisions
Not All Numbers are Created Equal Many social metrics have little significance without considering relationship: Number of fans Number of posts you put out Word clouds Instead you should focus social metrics on engagement & interaction: Number of likes, comments & impressions in Facebook Number of @ replies or RTs in Twitter Number of comments in Flickr, YouTube, Facebook
But Before You Can Devise a … You Must Have METRIC MEASUREABLE OBJECTIVES What do you want to achieve? With whom do you want to achieve it? How does it fit into your command communication goals? How will you measure that success?
MONITOR CONVERSATIONS GOAL 1:
Step 2 Use social tracking software or sites, set up RSS feeds Google, Addictomatic, Radian6, Twitter search … the more the merrier Step 1 Devise search terms Variations on your command name, commander, common misspellings, Keywords related to the command or its mission, etc. Step 3 Keep track Keep a spreadsheet to track topics and who is talking about you BONUS: use a Google form to ease input of “coding” of social mentions Form Feeds into Spreadsheet Make Charts from Data Find Item Use Google Form to Code
Use Google Forms for Coding 1. Log into Google Docs (http://docs.google.com) , create a form 2. Populate the form with items you want to “code,” like date, audience type, message, topics discussed, etc. 3. Form data feeds into spreadsheet that Google docs builds automatically as you create that form 4. Toggle between form and spread sheet as you build the form and check the spreadsheet 5. Start coding with the form when it is ready, use the data on the spreadsheet to to make graphs Need form ideas for your own coding?
See http://bit.ly/usncode1 for a coding form focusing on what others say about you
See http://bit.ly/usncode2 for a form focusing on how engaging you are to your stakeholders
Monitor reach & repeat of my message GOAL 2:
RTs are great – it means no one edited your message! Step 1 Post it, use bit.ly for links Step 2 Monitor how many people clicked on it Type an asterisk (*) after your bit.ly URL to see your stats on that link Step 3 Monitor how many people directly retweeted your message Click on your @username or Retweets on the left sidebar to see how many people republished your tweet Step 4 Keep score Keep a spreadsheet to track number or RTs, @ mentions and clicks for each message you tweet. BONUS: make graphs showing how successful social media is at communicating command messages Monitor mentions
ENGAGE MY STAKEHOLDERS GOAL 3:
Shows Viral Effect Built-in Facebook Metrics Impressions show how many eyeballs saw the item you posted on their feeds – that means fans, and friends of fans who interacted (creating a viral effect). Feedback is the ratio of interaction per impression. Insights contain admin-only metrics that chart interaction and give audience data. Click for More Metrics
Facebook Insights Export Facebook Insight data into Excel Post quality compares interaction of your fans with that on sites of similar sizes. The higher the number, the better. Demographics are broken down into active fans this week (top) and all fans (bottom) on the right. Are you hitting your targeted gender, age and geographic demographic? Media consumption shows how much each of your multimedia products posted within Facebook are viewed. Select Different Metrics Select Different Metrics
Matching Objectives with Metrics
Count Topical Mentions
Look at Tone by Topic
Compare Topical Mention Over Time
Are Message Goals Met?
Demographics of Users (Facebook Insights and your own coding)
City, Gender or Ages of Users
Creating your own Coding Categories such as Sailor, family, etc.
Look at Topics Mentioned by Audience Group
Are You Reaching Your Targeted Stakeholder Groups?
Track Topic Trends
How Much are Command Issues/the Command Discussed? Match objectives with metrics, then use the data to chart communication course.
For help setting your metrics program or to get more information about these processes, please contact us. LT Kaye Sweetser Acting Deputy, Emerging Media Integration CHINFO Kathleen.Sweetser@navy.mil (O)703-695-6915 CDR Scott McIlnay, APR Director, Emerging Media Integration CHINFO email@example.com (O)703-692-4718