CONTRACTORS ORGANISING SOME OF THE COURSES ARE ACTING UNDER A FRAMEWORK CONTRACT CONCLUDED WITH THE COMMISSION

Transcription

1 Social media Gundega Kuzmina Statistics Latvia CONTRACTORS ORGANISING SOME OF THE COURSES ARE ACTING UNDER A FRAMEWORK CONTRACT CONCLUDED WITH THE COMMISSION

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.

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.

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

5 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 5

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

7 Twitter press release feed notification on mobile phones channel for not that official statistics Facebook for campaigns & special events for user groups = communities direct communication with social leaders

8 Slideshare Distribute electronic publications Give access to presentations Linkedin Communicate with employees Attract potential employees Look for potential employees

9 Facebook in focus for user groups = communities Facebook profile for Survey on hunting

10 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

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12 Many NSIs have 2 or more Twitter accounts for different languages

13 Give link to other accounts:

14 Statistics Switzerland has 5 accounts?

15 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!

16 4 of NSI Twitter accounts have been verified

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18 How old are you? ~ 3-5 years 2007 Luxembourg (1) 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)

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

20 Communication. General practice Tweet a headline of press release with a link to actual press release on the homepage.

21 Communication Only several tweets to cover press release, no link to homepage.

22 Popular on Twitter infographics hot topics interesting facts special releases

23 Loss of control

24 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

25 To the point

26 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

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

28 #hashtags

29 uses the same #hashtag #ELSTAT in every tweet

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

31 How many (Netherlands (Sweden) Most talkative > 1 tweet per day

32 Replies in @DSTdk Dialogue

33 Follow or not to follow? Decide whom to follow Follow back always rule Tweet deck to monitor effectively Interaction: Answers to mentions and CSB_latvia Proactive: Monitor keywords «statistikas», «dati» React with comments and support if relevant

34 Replies and more Interaction: Answers to mentions and CSB_latvia Proactive: Monitor keywords «statistikas», «dati» React with comments and support if relevant

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

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37 Staff & resources Customized news release title PR managers Information on new publications tweeted by home page administrator Ad hoc tweets, retweets, replies and interventions PR managers

38 Twitter analytics Number of followers Number of times users saw the Tweet (impressions) Number of engagements (clicks, replies, retweets, new followers, favorites) impressions Engagment % = engagements

39 Twitter analytics

40 Topsy Ego tracking Agent tracking topsy.com

41 Topsy Influencers

42 Tweetreach

43 Number of followers TOP 6 Twitter name Followers Spanish

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

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