Social media. Gundega Kuzmina Statistics Latvia

Transcription

1 Social media Gundega Kuzmina Statistics Latvia

2 Importance of social media IN THE PAST the Internet was used: to read, print out, download. TODAY, however, users want to create, modify, share, and discuss the Internet content. The social media can significantly impact a reputation of an institution. 2

3 Presence of NSI in social media Most NSI use Twitter. This seems to be a stable platform. Also Facebook is used. But there is more movement. Some have used and dismissed. Some are planning to use in nearest future. More social media: Slideshare, Linkedin and youtube/vimeo. 3

4 Presence of NSI in social media Belgium Denmark Germany Ireland Greece Spain France P Italy Luxembourg Netherlands P Austria Portugal Finland BLOG Sweden United Kingdom 15/15 4/15 6/15 4/15 3/15 1/15 4

5 Presence of NSI in social media Bulgaria Czech Republic Estonia BLOG Croatia Cyprus Latvia Lithuania Hungary Malta Poland Romania Slovenia Slovakia P 8/13 3/13 1/13 0/13 1/13 1/13 BLOG 5

6 Presence of NSI in social media Iceland Liechtenstein Norway Switzerland 2/4 1/4 0/4 0/4 0/4 BLOG Montenegro? Macedonia Serbia Turkey Albania 3/5 2/5 0/5 0/5 0/5 BLOG 6

7 Twitter press release feed notification on mobile phones channel for not that official statistics direct communication with social leaders Sladeshare Distribute electronic publications Give access to presentations Facebook Good tool for campaigns, & special events Linkedin Communicate with employees Attract potential employees Look for potential employees 7

8 Twitter in focus What is your name? How to verify (make official) your account? How old are you? Best practice in communication What to measure? Guidelines 8

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10 Many NSIs have 2 or more Twitter accounts for different languages. 10

11 Only one «pair» mentions each other: 11

12 Statistics Switzerland has 5 accounts? 12

13 How to verify? Link to your Twitter profile from an official website Twitter's follow button on your webpage Desperately waiting for Twitter to verify you and celebrate when that happens! 13

14 3 of NSI Twitter accounts have been verified 14

15 2007 Luxembourg (1) How old are you? ~ 3-5 years 2009 Estonia (for Census only), Ireland, Netherlands, Sweden, Switzerland, Slovenia, Norway (7) 2010 Belgium, France, UK, Italy, Greece, Turkey (6) Eurostat Dissemination Working Group meeting October Czech Republic, Germany, Spain, Finland, Latvia, Macedonia (6) 2012 Belgium, Croatia, Portugal, Bulgaria (4) 2013 Denmark (1) 2014 Cyprus, Austria (2) 15

16 Keep consistent: - style - contents - number of tweets Skills needed - writing - sense of humor - decision making - speed of reaction Communication 16

17 Communication The general practice tweet a headline of press release with a link to actual press release on the homepage. Only several tweets to cover press release, no link to homepage. 17

18 Communication: what is different? Popular content: infographics, hot topics, interesting facts, special releases 18

19 Communication: what is different? Loss of control 19

20 Automatic Communication Automatic + human + no staff needed + positive evaluation + new forum of interaction with opinion leaders, politicians, employees + new tool to improve your reputation + tool to monitor social agenda 20

21 Communication what is different? Speed of communication: staff needed risk of mistakes be ready to accept that your Twitter account is «human» society likes «human» organizations mistakes are forgiven more easily 21

22 Communication what is different? Simple, concise language to the point 22

23 Communication what is different? You should also listen, read, see, feel what is on the social agenda? to create your own (popular) ad hoc contents to retweet relevant content make effective #hashtags 23

24 #hashtags your own #hashtag, used only by yourself = decoration already trending #hashtag #Ukraine = very effective #hashtag that is used by others #vacancy = useful 24

25 #hashtags 25

26 uses the same #hashtag #ELSTAT in every tweet 26

27 #hashtags Please write one tweet using a word: yesterday + use at least one #hashtag 27

28 (Czech Republic) actively retweets. Mixed content Czech and English: 28

29 @ssbnytt (Netherlands (Sweden) How many tweets Most talkative > 1 tweet per day 29

30 Replies in @DSTdk Dialogue 30

31 What & How to measure Tweet deck Ego tracking Agent tracking - Detect / react on misuse - Monitor/ react on critisism - help users 31

32 What & How to measure Twitter analytics Number of followers Number of times users saw the Tweet (impressions) Number of engagements (clicks, replies, retweets, new followers, favorites) Engagment % = impressions engagements 32

33 How to measure 33

34 How to measure Topsy Social network search - Ego tracking - «Agent» tracking 34

35 How to measure Topsy Social network search 35

36 tweetreach How to measure 36

37 Number of followers TOP 5 Twitter name Followers Spanish 37

38 Twitter name Followers Language Swedish Norwegian Danish Czech English German English Latvian English English German German Finnish Slovenian Portuguese Portugal 38

39 Guidelines Statistical Agencies using social media are advised to have social media guidelines. United Kingdom Italy 39

40 Further reading Eurostat Dissemination Working Group meeting October 2010: Finnish survey, Estonian experience with Sladeshare (circa) Eurostat Sponsorship group of Communication «Social media guidelines» guidelines/social_media Is Twitter a successful channel to users? A case study. CSO Ireland 011/wp.3.pdf 40