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Measuring Direct Engagement

Measuring Direct Engagement. Social Media Performance Metrics. Nicole Callahan Nicole.Callahan@ed.gov @ NACallahan. Social Media Performance Metrics. Direct Engagement. What is it? The extent to which a visitor uses social media content. Why Measure it?

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Measuring Direct Engagement

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  1. Measuring Direct Engagement Social Media Performance Metrics Nicole Callahan Nicole.Callahan@ed.gov @NACallahan

  2. Social Media Performance Metrics

  3. Direct Engagement What is it? • The extent to which a visitor uses social media content. Why Measure it? • Do visitors find your content interesting/helpful? Enough for them to: • Ask a question • Click on your link • Share it with friends • Agree/validate through liking or favoriting How to Measure it • Engagement Responsiveness • Engagement Volume

  4. Engagement Responsiveness What is it? • How responsive is your agency on social media? • How often do you respond? • How fast do you respond? Why Measure it? • Improve customer service • Improve transparency • Foster community • Build trust

  5. Engagement Responsiveness How to Measure It:

  6. Engagement Volume What is it? • The extent to which your citizens engage with your content • Is your content relevant and timely? • Are you viewed as a credible source of information? Why Measure it? • Determine what does and doesn’t resonate with your audience • Improve content

  7. Engagement Volume How to Measure it:

  8. How We Measure Direct Engagement Engagement Responsiveness - Facebook Inquiry Responses 55% of our total activity

  9. How We Measure Direct Engagement Engagement Responsiveness - Twitter Inquiry Responses 62% of our total activity

  10. How We Measure Direct Engagement Engagement Volume Facebook: Likes, comments, clicks Twitter: Retweets, replies, mentions, clicks

  11. How We Measure Direct Engagement Federal Student Aid Facebook Page - July

  12. How We Measure Direct Engagement @FAFSA Twitter handle- July

  13. Questions?

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