Department of Defense Social Media - PR News€¦ · Measuring Social: How to Apply Social Insights...
Transcript of Department of Defense Social Media - PR News€¦ · Measuring Social: How to Apply Social Insights...
Department of Defense Social Media
Kat Smith Defense Media Activity Social Media Analyst @DeptofDefense @DODNews
Measuring Social: How to Apply Social Insights to Communications Strategy
Value of Strategy
Specific Measureable Attainable Relevant Time-Bound
Objectives:
Tools
• Facebook Insights • Twitter Analytics • LinkedIn Analytics • Urchin (Blogs) • Iconoscope - Hootsuite
Pulling the right data
96% 2015 2016
Diving Deeper into Analytics
VOLUME TOPICS
2015
2016
Moving the needle
.79% Successful Engagement Rate
Getting a baseline
35% Success Rate
What’s working/What’s not
• Medical • Monthly Themes • Weekends • SciFi Innovation • SECDEF Policy • Monday
Tweaking the tactics
58% Success Rate
Looking for Leads
United States India Philippines Brazil Mexico Burma (Myanmar)
Looking for Leads
• NORTHCOM • PACOM • SOUTHCOM • AFRICOM • CENTCOM • EUCOM
Combatant Commands
Engaging your audience
United States India Philippines Brazil Mexico Burma
• NORTHCOM • PACOM • PACOM • SOUTHCOM • NORTHCOM • PACOM
Takeaways
Always have defined measures of success (SMART Objectives) Know your baseline Numbers are not your only analytics Do the deeper dive Tweak objectives based on analytics Listen to your audience when presenting content