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François Brunet Insee, France April 2015 Twitter and other social media for official statistics: why, what and how Workshop on the Communication of Statistics, UNECE, 27-29 April 2015
François Brunet
Insee, France
April 2015
Twitter and other social media for official statistics: why, what and how
Workshop on the Communication of Statistics, UNECE, 27-29 April 2015
April 2015 Twitter and other social media for official statistics 2
Twitter and other social media for official statistics: why
Social media
modern image
new audiences
closer to the public
not too much time
few questions
Dailymotion (video) and Slideshare
educational
April 2015 Twitter and other social media for official statistics 3
Twitter and other social media for official statistics: what
Twitter – 2011
output of statistical production
work of the organisation
Dailymotion (video) – 2011
how Insee builds an indicator and why there can be a gap between figures and people’s perceptions
Slideshare – 2011
Insee, its work, its methods and how our data are produced
April 2015 Twitter and other social media for official statistics 4
Twitter: how
35 tweets per week
10 automatically about national production (RSS)
9 manually about regional production
16 manually about institutional information
Each Friday we plan the tweets of the following week
Depending on our production and on the news
Approval from management
For each tweet: day, time, title, link
Trying to increase the impact of our tweets
pictures, angles, analysis
April 2015 Twitter and other social media for official statistics 5
Tweeting pictures
External studies say: photos get more retweets
50% of tweets with picture are retweeted compared to 25% of text-only tweets (study 1)
Photos average a 35% boost in Retweets (study 2)
It is true for us
14 retweets for tweets with picture compared to 7 retweets for text-only tweets
April 2015 Twitter and other social media for official statistics 6
Examples of tweets with picture: charts
The whole scale of living standards is declining http://j.mp/1wahMlQ
April 2015 Twitter and other social media for official statistics 7
Examples of tweets with picture: tables
In 2012, inequalities slightly reduced http://j.mp/YsA2cs
April 2015 Twitter and other social media for official statistics 8
Examples of tweets with picture: explanations
Disposable income is what a household receives minus what it spends
April 2015 Twitter and other social media for official statistics 9
Examples of tweets with picture: videos
A new video to answer questions about the measurement of #poverty
dailymotion.com/video/x25iwkm_…
April 2015 Twitter and other social media for official statistics 10
Tweeting several angles
Writing several different tweets on the topic of one publication raises the number of retweets
The retweets of tweets about poverty
0
10
20
30
40
50
60
70
Wh
at
Ho
w
Ho
w
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Wh
at
Ho
w
Wh
at
Wh
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Wh
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Wh
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Wh
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Wh
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Ho
w
Ho
w
Ho
w
Type of tweet
Nu
mb
er
of
retw
ee
ts
Day one (November 9th) Day two (November 10th)
Tweet with picture
April 2015 Twitter and other social media for official statistics 11
Examples of tweets on poverty: texts only
In 2012, 8.5 M. people live below the poverty line which is 987 € / month (60% of median standard of living) http://j.mp/1weIwyL
In 2012, growing poverty among single-parent families. On the contrary, the situation of pensioners is improving http://j.mp/1qIybtd
To understand Insee Publication on standards of living, discover the educational kit on poverty measurement http://j.mp/1lPjIMQ
April 2015 Twitter and other social media for official statistics 12
Analysing the impact of our tweets
Retweets 94
Favorites 11
Replies 4
User profile clicks 20
url clicks 24
Hashtag clicks 13
Detail expands 64
Embedded media clicks 248
Follows 4
Engagements 485
Impressions 13 872
April 2015 Twitter and other social media for official statistics 13
Retweets partly reflect the impact of our tweets
240 retweets per week
7 retweets per tweet (on average)
1 500 engagements per week
40 engagements per tweet
140 000 impressions per week
4 000 impressions per tweet
These analytics
if you have a verified account
or on https://analytics.twitter.com
April 2015 Twitter and other social media for official statistics 14
Analysis of our (new) followers
32 000 followers
New followers every first half of May
April 2015 Twitter and other social media for official statistics 15
Twitter and other social media for official statistics: conclusion
Our strategy on social media is beginning to show interesting results
140 000 impressions of our tweets per week
Twitter to communicate very quickly
30 000 vizualisations of our videos and 150 000 downloads of our educational documents per year
Dailymotion and Slideshare to present how we work
Future works
More active on Twitter (retweets and live-tweets)?
New on LinkedIn and YouTube?
Thank you for your attention!
François Brunet
Insee
18 bd Adolphe-Pinard
75675 Paris Cedex 14
www.insee.fr
Informations statistiques :
www.insee.fr / Contacter l’Insee
09 72 72 4000
(coût d’un appel local)
du lundi au vendredi de 9h00 à 17h00
Twitter and other social media for official statistics
April 2015 Twitter and other social media for official statistics 17
How our statistics are designed and compiled
www.insee.fr/en/publications-et-services/default.asp?page=video-comprendre.htm
