This document discusses best practices for evaluating the effectiveness of government digital communications from the Canadian, UK, and US governments. It provides examples of metrics that can be used to measure engagement on social media platforms and with new media channels. These include tracking numbers of followers and views on platforms like Twitter, Facebook, YouTube, and Pinterest on a weekly basis and analyzing numbers of shares, likes, comments and link clicks in response to individual posts. The document also provides examples of content published on blogs and being promoted through new media channels, and discusses approaches for training communicators on using new media and an emphasis on responsive design to meet users across domains.

1. Evaluating the Effectiveness of Government Digital
Communications: Best Practices from Canadian, UK, and
US Government Communicators
Miguel Gomez

2. FEDERAL RESOURCES
NEW MEDIA
HIV BASICS
1
2
3
THREE DOMAINS

3. ?

4. RESPONSIVE DESIGN

5. TESTING & SERVICES LOCATOR
+175%
increase
in use in
2013

6. NEW MEDIA CHANNELS

7. OUR APPROACH

8. ANY PLACE. ANY WHERE. ANY TIME.
http://www.whitehouse.gov/sites/default/files/omb/egov/digital-government/digital-government.html

9. CRAWL, WALK, RUN FOR SOCIAL MEDIA

11. NOT -- NEW MEDIA OUTPUTS
1,275 New Media
Blogs
As of December 2013

12. WEEKLY EVALUATION
SNS Followers Gain from previous week
Twitter 256032 845 (+1203 -358)
Facebook 28192 125
YouTube Views 152350 151351
Foursquare 4861 6
Pinterest 929 12
Instagram 212 40
Date Tweet Blog RTs
Favo
rites
FB
Likes
FB
Shares
FB
Comments
Link
Clicks
Gov
Delivery
clicks
YT
vie
ws
04/24/14 Getting an #HIV test is music to our ears. Check out
our Locator to find a nearby test:
http://t.co/eNTLS0rivV #LatinMusicAwards
8 4 275
04/25/14 Fighting a silent epidemic: Viral #hepatitis in the
African American community. Learn more:
http://t.co/IrqvbGeBjF
Fighting a
Silent
Epidemic: Viral
Hepatitis in the
African
American
Community
5 2 21 6 0 6 149
04/25/14 In 2011 there were 67 #HIV-specific criminal laws.
@CDCgov & DOJ review the laws & their
public health implications: http://t.co/xp0DFtcLXO
A Re-
examination of
HIV-Specific
Criminal Laws
8 2 39 29 1 32 291
04/25/14 In case you missed it! What Dogulas Brooks is looking
forward to as the Director of the Office of Nat'l #AIDS
Policy: http://t.co/0BaSbNsYC1
7 1 8

13. “New media widens the
network of people we can
talk with, increases the
velocity of those
conventions, interjects
them with source
material, then archives
and makes it searchable.”
– Beth Kanter
(Instagram, April 2014)
NEW MEDIA TRAINING

14. • Insert slide 4 photo mobile
6
I’m
bored
I’m
local
I’m
social
I’m
microtasking
From Tapworthy by Josh Clark
Wednesday, May 25, 2011

15. Obligation to