1 / 13

Social Media Performance Metrics: Measuring Breadth

Social Media Performance Metrics: Measuring Breadth. Jessica Orquina Office of Web Communications U.S. Environmental Protection Agency May 28, 2013. Performance Metrics Series. Overview of Breadth Metrics. Breadth metrics are high-level information!

dorcas
Download Presentation

Social Media Performance Metrics: Measuring Breadth

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social Media Performance Metrics:Measuring Breadth Jessica Orquina Office of Web Communications U.S. Environmental Protection Agency May 28, 2013

  2. Performance Metrics Series

  3. Overview of Breadth Metrics • Breadth metrics are high-level information! • Breadth metrics can answer these questions: • Who’s out there? • How many people have connected with you? • How many people have indicated they want to get information from your agency? • Types of measurements: • Community Size • Community Growth

  4. Community Size • Your direct and indirect community: • Number of people who have connected with your agency on a social media platform. • This is about your potential audience or reach. • This is about potential volume. • Building a large community size ≠ success in all situations! • Consider community size with other metrics to assess your agency’s goals.

  5. Community Growth • Changes of your direct and indirect community over time: • This is about trends. • Changes in your potential audience and reach. • Do people continue to seek your agency out? • Measure at a regular basis over time. • Again, increasing community size ≠ success in all situations! • Consider community size with other metrics.

  6. Impact on Agency’s Mission • Increased breadth metrics = • Larger community • Increased potential audience • Increased potential reach of your message • Increased engagement opportunities • Breadth tells you: • How many people have connected with your agency. • How many people wanted to receive information from your agency. • How many people may want to engage with your agency.

  7. But, what does that really mean? • Breadth is about potential impact. • Potential audience for your messages • Potential engagement opportunities • Potential reach of your posts • Breadth is not about current engagement. • Followers, fans, or subscribers may not read or engage with your posts • Some people may hide or ignore your posts • Fans may not be active users

  8. Example: Community SizeEPA HQ Facebook PagesMay 20, 2013 • Main EPA Facebook Page • Fans: 62,477 • Total Reach: 86,066 • EspañolFacebook Page • Fans: 3,262 • Total Reach: 1,808

  9. Example: Community SizeEPA HQ Twitter May 22, 2013 • Main EPA Twitter Account • Followers: 133,592 • Español Twitter Account • Followers: 8,458

  10. Example: Community Growth Metrics EPA HQ Facebook – March 18th through May 20th

  11. Example: Community Growth Metrics

  12. Questions?

  13. Contact Information • Jessica Orquina • Email: orquina.jessica@epa.gov • Twitter: @JAOrquina • Phone: 202-564-0446

More Related