Social Media Metrics for Emergency Management

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Social Media is the new big thing in Emergency Management, but how are we measuring our successes? Come listen to Chris Tarantino, Communications Specialist, talk to us about effective metrics for your Social Media program.

Sponsored by: Emergency Management Methodology Partners (EMMP)

Published in: Technology, Business

Social Media Metrics for Emergency Management

  1. 1. Presented by: SOCIAL MEDIA METRICS Analytics & Audience Analysis
  2. 2. #EMMPmetrics “Not everything that counts can be counted and not everything that can be counted counts.” -Albert Einstein
  3. 3. #EMMPmetrics Who is your instructor? • Epicenter Media & Training CEO • Crisis/Risk Communications Consultant • FEMA Digital Communications Specialist • American Red Cross Digital Volunteer • Virtual Operations Support Team member • IAEM Emerging Technology Caucus Vice-Chair • ~9yrs experience in emergency response/management • Has instructed social media and communications courses to thousands of emergency management personnel in +16 states Christopher Tarantino TiogaCountyOEM-1/31/2014
  4. 4. #EMMPmetrics WHY Social Metrics? • Determine where you are (& where you’re going) • Qualify the impact of your programs/projects • Quantify your return-on-investment (ROI) • Identify trends MAKE INFORMED DECISIONS, BE PREPARED ACHIEVE YOUR GOALS. Image:business2community.com
  5. 5. #EMMPmetrics What social media metrics are important? The 1st question:
  6. 6. #EMMPmetrics What social media metrics are important? What are your OBJECTIVES? The REAL 1st question:
  7. 7. #EMMPmetrics The usual suspects • Monitoring/Listening • Inter-agency coordination • Community engagement • Info dissemination • Thought leadership • Improve response/recovery What exactly are you trying to do? Who will help you get there? How does social fit into overall strategy/goals?
  8. 8. #EMMPmetrics How do we measure success? In order to identify and (re)produce success, we must have a VIVID IMAGE of what success looks like. TiogaCountyOEM- 1/31/2014
  9. 9. #EMMPmetrics So, really… what metrics are important? • Key performance indicators (KPIs) • Breadth • Depth • Reach • Engagement • Campaign stats • Feedback & community experience • Strategic outcomes • Others AVOID “VANITY METRICS” (likes, followers, # of posts, etc. – these don’t tell you anything!) TiogaCountyOEM- 1/31/2014
  10. 10. #EMMPmetrics KPI’s Breadth • How large is your social community? • Note: shouldn’t just be a big number – should be representative (population/research) and manageable Depth • How “tight-knit” is your social community?
  11. 11. #EMMPmetrics KPI’s Reach • How many people – inside and outside your direct audience – view post(s)? Engagement • How much of your audience participate in discussion? How responsive are they? Image:traffika.com.au
  12. 12. #EMMPmetrics KPI’s Strategic Outcomes • High level mission • Operations-focused • Community feedback • Sentiment Most critical “metric” we have Did we accomplish [mission-critical task]? Also pay attention to usability, basic website stats, influence, etc. based on these figures. Remember: social media should be INTEGRATED.
  13. 13. #EMMPmetrics What specific TOOLS can we use? • Native metrics • SumAll • SproutSocial • Bit.ly (link tracking) • Hootsuite • Web analytics • Many others TiogaCountyOEM- 1/31/2014 Image: smallbiztechnology.com
  14. 14. #EMMPmetrics Facebook Insights TiogaCountyOEM- 1/31/2014
  15. 15. #EMMPmetrics Facebook Insights (cont.) TiogaCountyOEM- 1/31/2014
  16. 16. #EMMPmetrics Facebook Example: Virality #TiogaSMEM-1/31/2014 Picture posted on the 8th
  17. 17. #EMMPmetrics Facebook Example: Paid Content #TiogaSMEM-1/31/2014 Paid advertising = ~$30.00
  18. 18. #EMMPmetrics Instagram metrics • Statigr.am • Comment tracking • Likes received • Engagement (averages & daily count) • Post timing & media lifespan • Followers/Following growth • Comments received
  19. 19. #EMMPmetrics Twitter metrics • Not much analysis potential within native application • Rely heavily on 3rd-party analytics platforms (there are many!) • Measure/watch the following: • Retweets • Mentions • Favorites • Engagement (retweets + conversations) • Impressions TiogaCountyOEM- 1/31/2014 Image: socialfresh
  20. 20. #EMMPmetrics Twitter Ads/Analytics • Link tracking, trend monitoring, performance, etc. • Don’t necessarily have to be running ads to see Analytics • Must have advertising account set-up • Not widely used #TiogaSMEM-1/31/2014
  21. 21. #EMMPmetrics Other metrics Platform Metric Pinterest [requires business account] Repins, reach, impressions Foursquare [requires claimed venue] Check-ins, followers, update views, saves, likes/dislikes, ‘customer’ demographics LinkedIn (personal) Profile views, endorsements, recommendations, likes, connections LinkedIn (company page) [requires business account] Interactions, impressions, engagement, clicks, likes, comments TiogaCountyOEM- 1/31/2014
  22. 22. #EMMPmetrics SumAll Key features • Many platforms • Data can be exported • Integrates w/ Google Analytics TiogaCountyOEM- 1/31/2014
  23. 23. #EMMPmetrics SproutSocial (paid service) Key features • Scheduled messaging & Sprout Queue • Follower demographics • Twitter comparison • Reporting • RSS Integration • Smart Inbox • Tasks & team members • Account grouping • Smart Search • Others TiogaCountyOEM- 1/31/2014
  24. 24. #EMMPmetrics Hootsuite (free version or paid service) Key features • Scheduling (individual posts and/or bulk) • Follower demographics • Reporting • 3rd-Party Apps • Account grouping • Many other features TiogaCountyOEM- 1/31/2014
  25. 25. #EMMPmetrics Web analytics (Google Analytics) • Should be closely monitored by IT and outreach personnel • Goal-setting & conversion tracking • URL tracking • Data segmentation • Analytics can tell you A LOT about the success of your social media campaigns and endeavors • Look into more training applicable to social media and web traffic monitoring: Google Analytics Academy (“Digital Analytics Fundamentals” Course) TiogaCountyOEM- 1/31/2014
  26. 26. #EMMPmetrics Audience analysis • Stakeholders: • Victims/survivors • Responders • Onlookers (worldwide) • Other emergency managers • Government leaders • Media • Tech. and business industries • Citizen journalists • Others? • Important to find “influencers” • Large following • Highly engaging • Subject matter expertise • pub • Follow important accounts • Unfollow accounts that provide little value (Recommend “cleaning” feed every month) TiogaCountyOEM- 1/31/2014 How much influence does [your org] have within [your jurisdiction] online?
  27. 27. #EMMPmetrics How do we identify influencers or potential partners? • Potential 3rd-party tools: • Klout • Kred • Tweetreach • Twitalyzer • Followerwonk TiogaCountyOEM- 1/31/2014 Image:mateotech.blogspot
  28. 28. #EMMPmetrics At the end of the day Metrics/Data Information Intelligence (Actionable Knowledge) INFORMED DECISIONS TiogaCountyOEM- 1/31/2014
  29. 29. #EMMPmetrics Questions / Discussion TiogaCountyOEM- 1/31/2014
  30. 30. #EMMPmetrics Moving forward • Future training: • FEMA-sponsored: IS-42 & PER-304 • Custom developed • Advanced training available • Others: • Bench-marking, monitoring & analysis • Social media, technology, and emergency management communications consulting • Content management • Much more Contact Epicenter Media & Training for more info! (585) 210-3011 | info@epicentermediatraining.com #TiogaSMEM-1/31/2014
  31. 31. #EMMPmetrics Thank you! © Epicenter Media & Training TiogaCountyOEM- 1/31/2014

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