1. Social Media Metrics for Federal Agencies – new toolkit for federal agencies, which could be useful for associations and nonprofits as well.
“Social media is transforming how government engages with citizens and how it delivers service. Agencies are using social media to share information and deliver service more quickly and effectively than ever before. Increasingly, these tools are also being used for predictive and sentiment analysis—using the vast amount of real-time data from these social platforms to predict emerging trends and respond to them quickly (referred to as “social data”).
Analysis of this social data is critical not just for agency communication offices—but also for program managers at every level of your organization. Social media in governmentincreasingly requires accurate, targeted performance analysis to ensure we’re taking full advantage of these tools to deliver better service and engage with our customers.
Below are a set of recommended, baseline social media metrics, developed and maintained by an interagency working group of the Federal Social Media Community of Practice. The purpose is to establish a common, yet customizable approach to analyzing social data using the most cost-effective methods available. It provides a framework for agencies to measure the value and impact of social media in addressing agency mission and program goals. The aim is to move beyond obscure results of social media activities towards more sophisticated and more accurate assessments, leading to better informed decision-making.
Part 1: Social Media Metrics and Social Data: Why They Matter
Part 2: How to Use the Metrics
Part 3: Baseline Social Media Metrics, by Category
Part 4: Resources, Training, and How to Provide Feedback
NOTE: These recommendations are presented in a “living, open document” designed to progressively evolve based on continuous feedback, as new methods and tools become available. They are the beginning of a shared inter-agency approach to this emerging field, one that will allow agencies to collectively advance towards better strategic outcomes through social programs for citizens.”
The toolkit was our proactive solution to introduce major social media tools, and advocate for a strategic approach when incorporating social media into prevention efforts. Our goal was to help you understand the conversation, to learn who was leading the conversation, and most importantly: to find your voice in what can often be a noisy field.
The response to the toolkit was tremendous. Many of you are already using social media, but found the information regarding strategy and metrics especially beneficial to your programs. Throughout the toolkit, available here, we encouraged you to get to know the basics which paved the way for more in depth questions as we furthered your social media capacity building. With this came the realization that we had more work to do. Thus, the follow-up workbook, HIV Prevention Goes Social Part II: Social Media Strategy, Policy, & Monitoring(PDF). Based upon your feedback, we created more activities and tools to assist you in implementing tailored solutions for your organization. These tools and activities will support your success in developing a social media policy, and enhancing the strategy and evaluation of your social media efforts. We have also included case studies, examples of social media in action, to highlight the work of your colleagues and inspire your own programs.
Part of the thrill of social media is the constant state of change and innovation. However, what will always remain the same are the fundamentals of strategy, policy and evaluation. We hope this workbook provides you more insight as you continue on your social adventure.”
4. TD Bank Invests in Google+ To Boost Search Results – example of a great Google+ campaign
“TD Bank is going against the grain of social marketing and investing primarily in content on Google+, hoping to gain better search results for customers looking for local banking options. While previous social media efforts have focused around a main corporate Facebook page and Twitter handle, the new “Bank Human Again” campaign is meant to make TD Bank content more accessible to those searching for neighborhood banks.
The Google+ campaign features 96 unique videos with footage of local New York City stores and interviews with store managers. The videos will appear on new, local Google+ pages for TD Bank locations in New York City. TD Bank CMO Vinoo Vijay told AdAge that the company hasn’t even created Facebook pages for individual, local stores – this effort has only been made on Google+.”
“Recently, Ragan, a PR publisher, partnered with NASDAQ OMX Corporate Solutions to produce a survey that details the social media profession in the corporate world, non-profits, and government.
This survey was created to answer the most pressing questions about those who work in the social media world. In order to map out the landscape of the profession, they surveyed 2,714 respondents online, focusing on communicators, marketers, public relations pros and others whether they have someone who focuses exclusively on social media, or if their social media duties are duties on top of their regular work.”
6. How it feels to wear Google Glasses (just because you have to see this).