Social Media Metrics Flashcards
What are the three functions of SM?
Share - inform citizens of public services
Listen - observe, analyze, and understand what citizens are sharing to improve public services
Engage - collaborate with citizens to improve public services
What are the benefits to citizens of SM?
More effective distribution of critical information, more responsive public programs, better informed, up-to-date strategies, and increased use of innovative tools and services
What are some of the benefits of working towards a common set of baseline SM metrics across all federal branch executive agencies?
Consistent terminology to describe our work, providing government-wide views of how agencies are using SM, and identifying government-wide trends that may be helpful to individual agencies as benchmarks.
The baseline SM metrics are designed to align with the White House’s digital government strategy.
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What are the 7 main categories of SM metrics?
Breadth (Community Size/Growth), Depth (Conversions/Viewing), Direct Engagement (Volume/Responsiveness), Loyalty (Return Community), Customer Experience (Sentiment/Indicators), Campaigns, Strategic Outcomes.
How is Breadth measured?
Through standard SM analytics that provide high level information on the breadth of traffic to and content usage of a given SM activity.
How do you use Breadth?
It provides high level data on the size of your direct and indirect community.
How do you measure Breadth?
SM platforms provide their own analytics programs.
How do you use Community Growth?
It provides high level metrics on the growth of your direct community. As the most standard category of SM metric, using the native analytics programs from the various SM platforms.
What is Direct Engagement?
It measures the extent to which a visitor uses the SM content.
How do you measure Direct Engagement?
Data presented in this category can be collected through updating a spreadsheet after a target event or through the course of a work day. It may be helpful to collect the content of the queries in order to apply long-term content and engagement strategy.
What is Engagement Volume?
It provides metrics on the volume and frequency of an agency’s engagement with citizens.
How do you measure Engagement Volume?
It is measured through the native analytics of each individual platform.
How do you measure Loyalty?
Loyalty is measured through standard SM metrics of visitor loyalty and returns. Google Analytics.
What is customer experience?
It is derived from sentiment, surveys, and high tier social data from customer service measures. The purpose is to listen to what customers are saying about specific programs and events so that data can be used to improve strategies and services.
