Census Social Media: Part 2

transcript

U.S. Census and Social Media

8/2/2011 1Office of Citizen Services and Innovative Technologies

Center for Excellence in Digital Government

Engagement and Outreach Team

Part 2: Census Engagement

Agenda

• 9:00-9:10 Introduce Topic and Speakers (Rick Denby)• 9:10-9:50 Demographic Internet Staff (Census)• 9:50- 10 Break• 10:00 - 10:50 Social Media Part 1: Inform (Center for

Excellence in Digital Government, General Services Administration)

• 10:50 - 11:00 Break• 11:00 -11:20 Social Media Part 2: Engage (CEDG)• 11:20-12:05 Brainstorming Sessions / Breakout (CEDG)• 12:05 Wrap-up and adjourn (CEDG)

2Office of Citizen Services and Innovative Technologies 8/2/2011

We are

Jonathan Rubin(@jonathan_rubin

Tammi Marcoullier(@TammiM)

8/2/2011Office of Citizen Services and Innovative Technologies 3

Agenda

1. Results of Social Media survey2. Take a look at your pages / feeds3. Census issues:

• Coordinating social media• Social media tools that you might like• Data visualization – depends on tools,

4. Metrics

Agenda

1. Results of Social Media survey

There is verbal support but action is limited [4]

Other Questions

• Appropriate use in the office• Why should I care about social media• How can we use it to interact with our data product users

and customers?• I understand how SM can stimulate conversation /

interaction, but how has it helped to reduce agency / org costs (in terms of time/resources)?

Agenda

1. Results of Social Media survey2. Take a look at your Twitter feed

Let’s Open Up a Twitterfall

Agenda

• Coordinating social media• Social media tools that you might like• Data visualization

4. Metrics

Who Owns Your Social Media?

Marketing?IT?Corporate Communications?Social Media Team?Management?

Two Ways to Divide Work

Centralized Decentralized

Centralized

What it is: 1 person social media department • Singular control of social media accountWhere you see it: Common in orgs new to social media /

skepticalPro: Managing message is easyCon: Engaging real time with audience very difficult

(especially if international)• Voice can be one dimensional and has limited expertise

Decentralized

What it is: Small close-knit group handles social media accounts

• Given wide latitude to deal with questionsWhere you see it: Media savvy orgs Pro: Varied experience and connect on multiple levels• Best model to create relationships and answer

questionsCon: Requires more coordination + resources

Hybrid

Measured Voice

Hootsuite Live Demo

Which is More Important?

vs. Controlled message

Customer responsiveness

Agenda

4. Metrics

Terms of service signed with:• Search tools• Blogs• Bookmarking• Document sharing• Multimedia

Challenge.gov

Using Public Data for Cancer Prevention and Control

Challenge.gov

Occupational Employment Statistics Challenge

Web Manager University

• Practical + affordable training • Open to federal, state, or local employees• Courses + Webinars• New Media Talks (free)• Annual Conference

• http://www.usa.gov/webcontent/wmu/schedule/

Agenda

4. Metrics

Off To a Good Start

Many Eyes

Google Public Data Explorer

Good Magazine

Challenge!!!

Data.gov

Resources

• Data Visualization Challenge - http://datavizchallenge.org/• The Best and Worst of Statistical Graphics -

http://www.datavis.ca/gallery/• Improving Visualization

http://www.improving-visualisation.org/• Open Knowledge Foundation http://okfn.org

Agenda

4. Metrics

You Can’t Manage What You Can’t Measure

Is This Stuff Working?

• 52% of surveyed didn’t know how to measure Social Media effectiveness Source: The CMO Site, 2010

Old Metrics

• Hits• Page Views• “Touchpoints”

• Unique Viewers?• Bounce Rate?• User

Demographics?• Time on site?

New Metrics

Remember:

Don’t ask “What’s the right metric?”

Ask “What’s the right metric for us and this project?”

Possible Social Media Measurement

• Visitors and sources of traffic• Network size (followers, fans, members)• Quantity of commentary about brand or product

(sentiment analysis)• When do people visit your site• Where are they coming from?• What are they looking for?

Metrics Need to be USED, Not Just Collected

Get Metrics

StrategyDistribute Content

April 2011 Survey to 150 Socmed Professionals:

• 54% spend <$100 a month on metrics tools• 60% are OK with current tool• 48% would be “very disappointed” if no Twitter

Which Tool to Monitor Twitter?

• 26% Desktop client (Tweetdeck)• 23% Mobile app (SocialScope, Tweetie)• 12% Scheduling tool (Hootsuite, CoTweet)• 12% Analytics tool (Klout, TwitterCounter)• 15% Web-based client (Brizzly, Ginx)• 4% Auto-follow tool (TwitterMass, Twollow)• 6% Notification tools (Qwitter, Social Oomph)

Watch Out for the Time Sink

Invest in Your Audience and Your Assets

Social Media = Conversation Tool

Social Media

See you in 10 minutes

Census Social Media: Part 2

Technology