silver

1. Online Metrics Report: Silver Line
July 14‐28, 2014
Office of Public Affairs

2. 1
On July 26, 2014, Metro’s long‐awaited Silver Line opened in Fairfax County. The Office of
Public Affairs designed a multifaceted strategy to raise awareness of the multiple aspects of
this exciting and historic project opening.
The following pages detail some of the tools used to communicate with residents and the
resulting metrics.
Most metrics presented in this report come from July 14‐28.

3. 2
Facebook (main county page only)
Reach Likes Comments Shares
July 14‐28, 2014 224,645 2,464 218 354
6‐Month Page Average 123,748 1,410 618 728
All Posts:

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6. 5
The post above was “boosted” (paid):

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Twitter (@fairfaxcounty only)
Impressions* Engagements**
TOTAL 176,351 7,136
July 28 8,829 135
July 27 0 0
July 26 38,268 3,327
July 25 13,725 336
July 24 20,123 1,009
July 23 6,257 155
July 22 13,225 513
July 21 12,668 457
July 20 4,041 298
July 19 27,984 1,550
July 18 6,410 249
July 17 9,239 253
July 16 10,379 111
July 15 2,489 40
July 14 2,714 53
* Number of times users saw a tweet
** Number of times users retweeted, favorited, clicked a link or in any way interacted with a tweet
Selected Tweets:

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12. 11
Promoted tweet:

13. 12

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15. 14

16. 15
Promoted tweet:

17. 16
Storify
Storify is a social media tool that enables a publisher to select tweets, Facebook posts, videos, links and images from
social media sites into a compilation of an event.
In total, there were 709 views of our story about the Silver Line opening:
View the full story at: https://storify.com/fairfaxcounty/silver‐line‐in‐fairfax‐county