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Rupal Mehta, MPH Health Communications Specialist, CDC Injury Center Social Media for Injury and Violence Prevention Professionals December 17, 2014 Social Media Measurement, Analysis, & Next Steps for Injury and Violence Prevention National Center for Injury Prevention and Control

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Recap of SM for IVP webinars What have we learned about why we should use injury and violence prevention efforts? What challenges have we addressed in getting started with a social media program? How would we create credible, actionable injury and violence prevention social media content? Who can we engage with on social media and how? Watch old presentations here: http://www.safestates.org/?page=WebinarSocialMedia http://www.safestates.org/?page=WebinarSocialMedia

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Todays agenda Why collect social media metrics Tying metrics to your goals Tools for collecting metrics Collect, store, prioritize data Qualitative vs. Quantitative Key Metrics (Digital strategy) Making informed decisions Next Steps

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WHY COLLECT SOCIAL MEDIA METRICS

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Why collect social media metrics? Gauge the success of social media channels Improve performance of messages Save cost, effective use of staff hours Increase agility to innovate digital programs Review what our audience wants and responds to Measure the impact of IVP messages in prevention Make goal-based decisions on what constitutes success

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Why do we need social media measurement? Discover: Organizations visibility Impact of your outreach efforts Opportunities for engagement Partners, competitors, influencers, advocates Potential crises Make informed decisions about environment and our efforts Ensure we are going down the right path

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Example: CDC Injury Center Social Media Metrics In line with Federal Digital Strategy for SM Metrics* Goals of social media program are to: Share through engaging social content Listen to what citizens are sharing about our topics Engage with citizens to improve feedback/ use of services Benefits of effective metrics program for IVP More effective distribution of research/information More responsive injury and violence programs Better informed strategies and tactics Increased use of innovative tools and services Community of practice for feedback and support *Social Media Metrics for Federal Agencies: http://www.digitalgov.gov/2013/04/19/social-media-metrics-for-federal-agencies/http://www.digitalgov.gov/2013/04/19/social-media-metrics-for-federal-agencies/

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What are we really measuring on social media? Exposure Visits, views, followers, fans, subscribers, brand mentions Influence Share of voice, sentiment, other influencers Engagement Clicks, ReTweets, shares, replies, messages, posts, comments Actions Downloads, attendees, success stories, leads Customer Retention Sales

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12 months of @CDCInjury Twitter Engagement

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TYING METRICS TO YOUR GOALS

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Metrics from your goals What do you want your profile to be? How many people do you want to reach? Who do you want to reach and/or influence? What do you want people to do with your content?

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Create sharable content for our partners

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Increase engagement on posts

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Increase influence of NCIPC on social media Measure popularity of NCIPC accounts Searched cdcinjury as a keyword Source: Sysomos MAP

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Engagement through social media events

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Grow engagement though social media events

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Increase size of audience Discover events that create growth of audience Discover who the new audience is, and what they respond to Source: Facebook Insights

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Increase reach on social media Calculate reach #s per social media channels Original vs. Exponential Reach Do specific events/ content generate greater reach? Source: Facebook Insights

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TOOLS FOR COLLECTING SOCIAL MEDIA METRICS

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analytics.twitter.com Tweet Activity Source: analytics.twitter.com

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analytics.twitter.com - Followers Source: analytics.twitter.com

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Facebook Insights Page Level Data Source: Facebook Insights

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Facebook Insights Post Level Data Source: Facebook Insights

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COLLECTING, STORING, PRIORITIZING DATA

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Tips on collection, storage, prioritizing Regular collection, limits on range of free programs Store raw data to make own assessments Collect monthly, quarterly, Store annually for comparison Focus on assessment/ reporting based on metrics goals and staff/ time limitations

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QUALITATIVE VS. QUANTITATIVE ANALYSIS OF SOCIAL MEDIA

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Qualitative (subjective) data collection Conversations Relationships built Sentiment Influence Images/ Evidence Quality of comments Recommendations Invitations Success Stories

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Quantitative (objective) data collection Reach Engagement Growth Click-throughs Downloads Timing Demographics Source: Twitonomy.com Source: TwitterCounter.com

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STARTING OFF WITH SOME KEY MEASUREMENTS

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Key metrics to collect Breadth: What brings in our audiences and who are they? How much has our audience grown? Who are our followers & what do they want? What is our exponential reach of our content? Engagement: What does each community value? How do they respond to our content? What kinds of content do they respond to the most? Depth: What does it take for them to take further action? What do our followers do outside of social media?

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Collecting Baseline Social Media Data Facebook Tools Facebook Twitter Breadth Page Likes, Reach Engagement Likes, Comments, Shares Depth Click-throughs of coded URLs Breadth Followers, Reach Engagement Mentions, Direct ReTweets, Favorites Depth Click-throughs of coded URLs

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MAKING INFORMED DECISIONS

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Use metrics to make strategic decisions Set new social media and metrics goals & objectives Increasing response frequency/ reduce clearance time Adjust to more conversational tone Create opportunities for conversations through specialized events Focus efforts during time of increased national attention

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Use metrics information on audience ID primary & secondary audiences Personalize key messages to followers Go to where your audience is, when they are there Create engaging content,visuals Figure out what they are going to do with the content Measure the growth/ change of your audience based on your targeted outreach

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When is the best time to reach them? Estimate of when followers are online Source: Sysomos.com

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VetoViolence Facebook Insights Demographics

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Using metrics to make content decisions Create ongoing, engaging content Focus and dedicate resources to use images and infographics in content Create content that helps build a community, highlighting partners and leaders in the field Create crowdsourced content through coordinated events

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VetoViolence Metrics, by type of Facebook content CDC VetoViolence Facebook Insights

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NEXT STEPS

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for metrics Annually update goals & objectives Continue collecting data, compare it to baseline Expand scope of data collected Report to invested parties Research who our audience is and what they want Find opportunities for engagement Develop listening program Conduct influencer/ partnership assessment Adjust course as needed!

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for you Get started in social media to your comfort level Participate in your organizations social media process Follow your IVP partners/ professionals in the field Follow/ use professional events hashtags Learn how you can benefit from tying your social media presence your prevention Assess your social media persona before reaching out to a professional audience

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Homework Social Media next steps For BeginnersFor Experienced Users Discover what organizational goals could be enhanced by social media metrics and listening program. Begin monitoring your own breadth, depth, engagement statistics and develop a baseline for measurement.

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Resources Digital Gov: Digital Metrics Guidance and Best Practices http://www.digitalgov.gov/services/dap/dap-digital- metrics-guidance-and-best-practices/ http://www.digitalgov.gov/services/dap/dap-digital- metrics-guidance-and-best-practices/ Social Media Metrics for Federal Agencies: http://www.digitalgov.gov/2013/04/19/social-media- metrics-for-federal-agencies/ http://www.digitalgov.gov/2013/04/19/social-media- metrics-for-federal-agencies/

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For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA 30333 Telephone, 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348 E-mail: cdcinfo@cdc.gov Web: www.cdc.gov The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. Questions? Rupal Mehta rmehta@cdc.gov National Center for Injury Prevention and Control Place Descriptor Here