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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!
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Social Media Performance Metrics:Measuring Breadth Jessica Orquina Office of Web Communications U.S. Environmental Protection Agency May 28, 2013
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
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.
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.
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.
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
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
Example: Community SizeEPA HQ Twitter May 22, 2013 • Main EPA Twitter Account • Followers: 133,592 • Español Twitter Account • Followers: 8,458
Example: Community Growth Metrics EPA HQ Facebook – March 18th through May 20th
Contact Information • Jessica Orquina • Email: orquina.jessica@epa.gov • Twitter: @JAOrquina • Phone: 202-564-0446