How We Measure Direct Engagement in Social Media
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How We Measure Direct Engagement in Social Media


DigitalGov University Social Media Performance
Metrics . As you know we put out a performance metrics the recommendation, it came out from
the 12 agency working group. You wanted more and wanted to dive deeper, we have put out
the webinars to deep dive into specific sections of recommendations.
>>Today we have one of the best at it. Nicole Callahan works for federal [ Indiscernible
] indirect engagement, from here on out, if you have any questions go and ask them in
the box and we will get to them at the end.>>Good afternoon everyone. Happy Thursday.
My name is Nicole Hallahan — Nicole Callahan. If you have or have had in the past student
loans, you have probably interacted with us in some way shape or form. I will talk to
you about measuring direct engagement.>>You have had the opportunity to see webinar
so far on Brett — breadth and depth, we interact with individual citizens on a daily basis
through transactions and making payments for the students that student loans. We are unique
unlike other social media managers we are not house with an a communications office,
or public affairs group we are part of what is called the customer experience office here
at federal student aid.>>Because of that we do social media differently
than some agencies. For example, we still use customer listening to try to make sure
that we are posting Pro active status updates about what is timely and relevant based on
our business. Even more so than that, the main way we use social media is to do customer
service. So we spent a lot of time on social media engaging the students, many students
come to the Facebook page or Twitter with questions about something. We do the best
to try to help with the customer service experience, and answer the questions through social media.
>>I will briefly — so you know a lot of the information I have on the slides, is available
on howto.gov. I will go through the first used — first few slides. I will focus on
how we specifically measure them here at federal student hey — eight and how your agency can
measure them.>>Federal student aid and how your agency
can measure them. These are broken out into two name categories, first is engagement volume
and engagement responsiveness .>>We can go to the next slide.
>>Okay what is direct engagement? The extent to which a visitor uses social media content.
What you put out causing people to take action on that piece of contents? Does encourage
them to ask questions or click on a link that you are sharing? To post or tweet an article?
>>You can go to the next slide.>>You can measure that through engagement
responsiveness. This answers two questions, how often do you respond to people you — to
people and how quickly do you respond? This is important to track for one especially for
us it is important to improve our customer service. Here that is one of the strategic
objectives to make the customer service expense the best that it can be. If you have someone
who has a question on Facebook or tweet a question and you do not respond, that impacts
how people view you. Not only is it important for improving customer service it helps you
build trust and foster communities online.>>We do usability tests so we can see if
we are doing is having an impact on the customer experience. One thing that we found, students
like to go to the website to get important information from they come to us on social
media for different reasons, they want to see what others are experiencing? And to see
if other people have similar experiences? If you respond to people’s questions, you
are building trust within the community and making sure you are known as equivocal source
of information and a good place to come to for more information.
>>So how do you measure it? The first metric is questions answered/service based transactions.
We not only answer questions on social media, we have people who will tweet or write in
and say, I completed my [ Indiscernible ] I am excited to go back to school, we will say
congratulations that is awesome and send them a link for more information on what they can
expect next. Even though they did not ask a question they came to us and — Reber for
that is to a inquiry — we referred that to a inquiry. The other thing is a response time,
this is something that we struggle with at federal aid. We try to respond to every question
within 24 business hours, it does leave some to be desired over the weekend, we do not
have people available to monitor 24 hours a day seven days a week, there are other great
examples of people who have been able to do this.
>>I know the US Army does, they have a on-call system. We are also looking to — this is
a metric we are looking to improve and we know there are improvements to be made here.
>>Okay the second metric within direct engagement is the engagement volume. Why would you measure
this? Basically how many times people like or tweet or comment or share your post on
social media. It is important it is a great way to figure out which content resonates
most with your audience. To figure out if your content relevant and timely. By measuring
which post do the best, you can figure out which content works best for your agency.
This is something — it is important to take a look at your content on the different social
networks, something that may work on Facebook may not work for twitter. Or you to — or
YouTube, it is good to take each network and do a audit and see what works for your agency
on each social network see you can do more of that in the future.
>>Again how to measure it? Facebook it is comments shared, people talking about this,
with twitter it is re-tweeting, replies, shares for Google, and comments on
you too.
>>– YouTube.>>Okay so I apologize I went through this
very briefly, howto.gov has all of these resources available. I want to take you through how
we measure this, you can take these ideas and bring them back to your agency and let
me know if there is a better way to do this. I would love to hear any feedback.
>>Let’s start with engagement responsiveness. Here is a chart of the last year from our
Facebook page. What we do each month is we pull metrics — you can do this for the Facebook
insight directly, we were very lucky in that we have been able to show success of the social
media program enough to be able to get engagement tool that we are able to manage the whole
process. Includes engagement ways we can use the tool to engage and also ways we can to
— use the tools for analytics. You can get this through Facebook insight, at the end
of each month we pulled the title best total activity, status updates, comments, wall posts
a reply to. And then we also hold the number inquiry responses, if someone asks a question
or post an update on the Facebook page, we track that number.
>>You can see there is a graph of — broken down into activities and divided by the percent
of activity or the number of the activity — that was inquiry responses.
>>You can see on the top right, over the last year 55% of the total activity on Facebook
has been inquiry responses. We respond to inquiries more than we even post general status
updates. We consider to be a pretty good number. We are looking to improve that. Over the — starting
at the and — you see we have a peek and yet — in January and July, the [ Indiscernible
] launches every year at that time. Right now we are experiencing would recall the summer
peak, before students go back to school they have questions about whether the [ Indiscernible
] is ready to go. We get more and more questions especially in July and August.
>>That is pretty cool to see how this all works. So now we have the engagement responsiveness
for twitter. On 20 — on twitter 62% is responding to inquiries. Initially it was more engaging
we got more questions on twitter than we did on Facebook . Some of you may know this, each
month we host office hours on twitter we have a different topic each month we allow students
to tweet questions based on the topic. We bring in experts to answer the question on
the last Wednesday of every month at 5 PM. Students now — now the office hours — know
the office hours is a good time for their questions to get answers basket answer., — For
their questions to get answered. Again you can see similar peaks as you saw on Facebook
due to the seasonality of the business.>>Next slide. Let’s jump into engagement
volume. I have a key at the bottom of the slide, we use Facebook insight and twitter
analytics for you who do not know, if you go to analytics . twitter.com and log in with
the agency account you can access analytics for your twitter page. What we do we go to
the timeline activity, we download the CSB and sort the tweets based on how many were
replies and regular status updates. You can also see in the CSB the number of re-tweets
and mentions and replies.>>We use that data combine that and total
it up for each month. We go to the Facebook insight and take the comments for each month,
total that you can see the charts here we have — the total engagement volume for both
Facebook and twitter over the last one year for the federal student aid Facebook page
and Twitter accounts. One thing that we noticed when we pulled the metrics was back — you
will see March and April Facebook overtook twitter as being the more engaging network.
We think that has a lot to do we did a focus group in February a lot of the feedback we
got from students it did not look like we were being as engaging on Facebook and not
responding to as many questions as we could have. That was a eye-opening experience for
us. We tried to really make a effort to make Facebook more engaging .
>>Asking more questions, triggering out what post for working and improving the content
from because of that ash because of that — because of that Facebook shot up. We are distantly
— we are looking at making twitter more engaging. You can take the metrics and use them to make
data-driven decisions that could really have a business impact. So at the federal student
aid do not report to report, anything that you measure is going to give you an action
item the you can take that and improve the content, or respond to more post or whatever
the data is telling you. Do not report to report.
>>Go to the next slide. Lastly we will go into a couple of examples of which content
resonated most with people on the different social media presence. First we have a fake
book — Facebook page for the month of July. We broke down the engagement by likes, comments
and shares. And we pulled the three most engagement Facebook posts from the month of July. You
can see them on the screen, one thing we kind have realized, we hear a lot in social media
about making the content visually engaging. I am on the bandwagon, one thing I found through
analyzing the data on some of the social media post specifically on Facebook, the most engaging
posts almost every single month do not involve a think and do not involve a picture. Which
is contradicting what a lot — a lot of national articles say. I am not saying that is going
to hold true for everyone, I am saying we here at federal student aid have done content
audits and found that we tend to do better with data — status updates that are just
status updates nothing more. No links or video or pictures.
>>We want to weave in the different elements to make the Facebook page engaging them if
we have a key message, important, the best thing to do for us to make it a straight status
update. You see that here A almost all of the post on Facebook last month included a
picture — two out of three were straight status updates. We found that asking a question
makes the update more engaging them as you see, — makes them more engaging, as you see
it is not talk about federal aid, it allows students to have a forum so they can talk
to other people like them over something that is important. That has worked well over Facebook.
>>For twitter. Up at the top we have this broken into the clicks, mentions replies and
re-tweets. You can see how that fluctuates over the course of the month. We have the
top three tweets for last month. One thing we realize, all of the most engaging citizens
had a strong call to action. — All of the most engaging statuses had a call strong to
action — strong call to action. They give you opportunities to really have a strong
call to action so you know to take action on those tweets.
>>Before I close out, I want to bring up the idea of doing a content audit. We had
fabulous interns working here for us. One of the big projects was to do this just — just
that. They looked at the contents calendar for Facebook and twitter, they went act to
the analytics, Facebook inset — insight and Facebook — twitter analytics. Red is the
least engaging, yellow is general engagement, green is engaging as and blue is incredible.
They went through all of the content to see what post fell into what — what category.
When we create the content next July to find out what resonates with students during that
period in the financial aid cycle, we would know which was to include that — again next
year and which ones to reefing. It take — and which ones to rethink. We have gotten rave
benefit from doing this, I encourage that highly.
>>So that is it for my examples, what I want to get to is finding out what questions you
have about direct engagement metrics and how you can measure those?
>>Ladies and gentlemen who are participating, now is the time if you have questions, go
ahead and load them up. If you do not get to your question because there are many of
them, send them in any way, put them on twitter and we will get to you in a blog post or however
we have to do this. We need to work together to walk through these to we can get a better
understanding on how government can measure.>>We will now go into the questions. Let’s
see.>>Hold on for just a moment.
>>Do you have any issues with — okay. If you submit a question to have them be about
the performance metrics?>>– That is important. Do you have to be
an and advertiser with twitter to get the analytics? Is this only available for verified
accounts or advertisers?>>To
my knowledge I think we all have access to
twitter analytics. I going to analytics . twitter Watcom –.com. I am pretty sure this is the
correct answer, we have a verified account.>>To follow-up on that, if it is not completely
available to everybody it will be. They are rolling this out to verify the account, most
government accounts not have the check Marts . — Check Marts. — Check marks. To my understanding
it is now widely it — available .>>Can you expand how you [ Indiscernible
] and twitter does not include that
in the CBS?>>We have been able to purchase social media
engagement tool that we use that helps us pull analytics and metrics. We do have a tool
that does that, however if you go to timeline activity and analytics . twitter.com.
It will pull your three tweets and your clicks
in the table. Up at the top there is a mention column, it is a bar graph. Unfortunately,
it is not easy, if you hover over the bars, it will tell you the mentions per day. There
are some cheap tools to do this. We use spread fast, there are other tools that allow you
to pull be metrics.>>– The metrics.
>>Do you have to pay for advertising for the analytics? Do you have suggestions on
how to get these [ Indiscernible ] without spending a lot of money? Explain the performance
metrics guidance that committee came up with, the 12 agencies, everything is freely available
on everything they talked about, what are in the recommendations? They are done with
twitter analytics, Facebook insights, free tools that everyone has available. Many agencies
do not have the money to spend on robust analytics products, yet they have the responsibility
to accurately measure and report and failures of the mission so they can better improve
themselves. If you have no money, definitely go check out the recommendations, they are
there for you to expand upon.>>What you try to do — I messed this up.
How much time does — do you spend to do this level of robust analysis?
>>Evening — even though we have a tool, I rely on the poor man analects known as Microsoft
excel for a lot of the analysis. The problem for all of us, you can get all of these metrics
for free, they are located in different places, some are in Facebook, twitter, YouTube, in
order to get all of the analytics in one place, I created a excel sheet that I have on my
desktop where I use a lot of was — I try to break this down into different categories.
Based on published me — publishing, engagement. Each month I will tell you making the spreadsheet
took probably one day to create and set up all of the formulas and the chart,
>>– I take one hour every month and go into the Facebook and twitter and YouTube Google
whole — pulled the numbers and insert them into the spreadsheet, it does everything for
me. Charts are out a medically created and percentages calculate on their own. If you
are familiar with Mike were soft excel I use that a lot. It takes about 1-2 hours to pull
the number. You get a lot of valuable information.>>Thank you very much, there are questions
that are still being asked. They do not relate to performance metrics. Is a great thing this
is why we have the community there is always somebody who has a great answer to the questions.
We encourage you to take some of the other questions and post them to the community of
practice Web server. Thank you for coming and talking to us about these things., —
>>For those who participating — who are participating you will receive a survey for
tips to improve the webinar for the next time, we read every single one of them. It is important,
please fill those out and let us know how we can improve things. Thank you very much
everyone. Thank you Nicole, we look forward to more performance metrics seminars coming
out. Go to the howto.gov . We do two webinars per week and there is so much other content
on there. This is there for you to explore.>>Thank you very much . This is just an talking
to you from the center for the DigitalGov University.
>>This meeting has now ended.>>By — good by — good bye.
>>>>. — [ Event Concluded ].

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