Social: Seeing Usage Through Numbers

By Danielle BrigidaU.S. Fish and Wildlife Service

I’m Passionate about Wildlife and Technology

U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• www.fws.gov/social

Photo by Lisa Hupp

USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts

By the NumbersFacebook

Messaging

Messaging

Messaging

Social Network

Messaging

USFWS on Social Media

More Than Just “Pushing it out"Fire = Criticism

Earth = Relationships

Flood = Support

Listen and Identify Trends

Create Content and Engage

Relevant and Useful Content

What Pains You About Reporting Back?

Not So Sexy Things to Remember

• Identify your goals or objectives

• Do your homework: which tools, messages and content work best?

• Collect Information can inform how to CHANGE future behavior

Image: Tom Koerner, USFWS

With Measurement Reference Your Previous Strategy

Image: Flickr / Iowa Red Bulls

• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan

Sections of Your Report

• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content

Weapon of Choice: Google Analytics

Weapon of Choice:Social/Media Monitoring Tool

Weapon of Choice: Exporting…All the Things

Weapons of Choice: Google Scripts

Weapons of Choice: Tagboard

Collect Qualitative Data That Informs Your Strategy

Reporting Crimes

Advocacy Requests

Measuring Earned Social Media

• Shared Content: Sharethis & Addthis• Web Analytics (Google, SiteCatalyst)• Google Webmaster Tools (Links, Search)• RSS Reader Subscribers (Feedly)• Mentions (Google Scripts, Social Mention)

What Can Provided Insights Really Inform?

• Top shareable content – what works, what should you produce more of?

• Who is your current active audience?• Where are there growth opportunities?

Tracking Qualitative Information

Learn from Your Community

• Use their interactions to inspire action• Correct misinformation• Answer frequently asked

questions

Tell a Story with Your Data

Measure the Full Picture

OriginalBlog to News

Analyze Don’t Regurgitate

• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter

General Geekiness

• Build off automated reports whenever possible

• Export Data to play if you’re comfy with spreadsheets

• Follow blogs and reports that discuss web and social metrics and techniques

Listen, Communicate, Create, TrackTime on Social Media

ListeningCommunicatingCreating/ExperimentingTracking

30%

30%

25%

15%

Platter of Metrics…

source: Metricsman.wordpress.com

Collaborate Across Regions and Programs

Quarterly Report Campaign Specific Report

Sections of Your Report

• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content

Let’s Map Out A Report Together• Frequency• Audience•Major Sections

Always Include: • Sources for Data• Actionable Takeaways• Lessons Learned

Questions?

Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @starfocusdanielle_brigida@fws.gov

Judy N, Flickr