Social Media In Government: Today and Tomorrow Pat FiorenzaGovLoop Research Analyst@pjfiorenzapat@govloop.com

Top 5 Federal Uses of Social Media

Informed Decision Making

Communicate with Citizens

and Other Agencies

Internal Collaboration

Research/Information Gathering

Marketing and Promotion

Source:Market Connections 2011 Social Media in the Public Sector Study, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html

Top 5 Federal Benefits of Using Social Media

Increased Education of

the Public

Information Access

Agency Promotion

Increase Collaboration

Cost Savings and Other

Efficiencies

Source:Market Connections 2011 Social Media in the Public Sector Study, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html

55,000 Members• Federal, state and local employees• Contractors, non-profits, academia• International (Canada, UK, Australia, etc.)

Online community of government colleagues

helping each other to do their jobs better.

Informed Decision Making

Communicate with Other Agencies

Research /Information Gathering

Marketing and Promotion

Problem:Millions of government employees working on similar issues…but how do they connect?

Solution:Knowledge network where government employeesconnect, learn and share: real-time + repository

Member Overview

50.37 %

13.14 %

14.83%

9.18%

12.48% Federal Government

State Government

Local Government

Industry/Gov’t Contractors

Other (i.e. non-profit, academia & International Gov’t)

Average Age:

43

Top 10 Agencies on GovLoop1. Dept. of Defense2. Dept. of Health & Human

Services3. Dept. of Agriculture4. Dept. of Veterans Affairs5. Dept. of Homeland Security6. General Services Admin.7. Dept. of Commerce8. Environmental Protection

Agency9. Dept. of Transportation10. Dept. of Labor

Total # of Agencies: 37

Top 5 Tactics for Government

1. Think Strategically2. Be Authentic3. Go where your audience is4. Don’t Be Afraid to Fail5. Don’t Just Push Information

Where Social Media is Heading..1. Closely Tied to Government Core

Services2. Wider Acceptance3. Increasing Use For Emergency

Management4. Data Driven Decisions5. Mobility 6. More Devices = More Data

5 Challenges to Identify ROI1. What are we trying to quantify?2. What impact are we measuring?3. Who is our core audience?4. How does this ROI fit into our agency

mission?5. What do I do with all this data? Where can

I find knowledge?

First tip, don’t let an undefined ROI stop you from getting you where you need to go!

ROI – Is there a formula?

Return on Investment =

(Gains from Investment) – (Cost of Investment)

Cost of Investment

What about for public sector? Are we really measuring ROI?

Return on Influence?

Return on Influence =

(Gains from Influence) – (Cost of Influence)

Cost of Influence

If influence is the metric – how do we effectively measure influence? Is this something we can truly quantify?

Is there Program Evaluation Model to get at ROI? •Can we apply a traditional program

evaluation model to social media to understand our ROI?

•I’d say yes. •Think about traditional metrics – how can

we apply these to government

10 Steps to Understanding How to Find Your Social Media ROI1. Define Scope – Why are we doing this?2. How will you define success? – Think Traditionally 3. Consider how you can design your evaluation4. Collect Data5. Show Impact and Quick Wins6. Analyze7. Share8. Feedback from Stakeholders 9. Share Your Success, Learn from Experiences10. Improve and Repeat

Create a Scorecard 1. Spot for you to track metrics2. Ways to look month over month (or desired time-period)3. Calculate changes – track improvements4. See what is working, what is causing spikes5. Monitor & Show Value6. Share Across Team 7. Keep a list of accomplishments

Case Study - CDC

Case Study – GovLoop 1. Used Social Analytics to Increase Engagement on

Twitter2. Removed “Automated” Tweets3. Humanized Voice4. Significant Improvements in how we have defined

engagement5. Data Collection

GovLoop Data Project Challenges

• GovLoop has more data than we know what to do with

• Even at a small company, data operate rests in silos

• Goal was to consolidate and use data to drive decisions

Audience

•Various Members in Our GovLoop Audience

•Lurkers•Evangelists•Goal is provide the right service to the

right kind of user – meet customer needs/demands

•Same on Social Media Sites

GovLoop Data Landscape – February

Member Data

Email Data

Events TrainingWebinar

s

GovLoop Data Landscape – Today!

MemberEmailEvents

TrainingsWebinars

Outcomes

•Data now can be accessed by everyone•Stronger decision making •Improved Strategy•How connected to social media? – Think

of social media like any other data project.

•Know your audience•Grow by providing services

Data Consolidation - Lessons for Social Media•Define scoop•Address a need•Tie to entire mission•Define success•Meet your customer demands

GovLoop Resources

•GovLoop Resources•Twitter Guide for Federal Agencies•Twitter Guide for Federal Employees•Dorobek Insider – Daily Podcast•Blogs•Discussions

Contact Information

•Pat Fiorenza•Email: pat@govloop.com •Twitter: @pjfiorenza