contribution of a statistical organisation to social media dwg, 26.10.2010 anne nuka head of...

Contribution of a statistical organisation to social media

DWG, 26.10.2010

Anne NukaHead of Marketing andDissemination Department

26.10.2010 Anne Nuka

Preparations for using social media

The use of social media shows a growing trend in Estonia, gaining popularity as a communication and marketing tool for companies and state authorities.

The idea of using social media was initiated by the Marketing and Dissemination Department

support of the top management


Preparations for using social media struggling with prejudices eliminating the fear related to the use of social media encouraging employees to use social media selecting social media channels making a list of potential writers analysing resources working out the principles for using social media.


Goals for using social media External goals

- to promote official statistics and statistical literacy- to provide more international comparisons and many-

sided discussions on different subject areas- to find new customers and keep the current ones- to change the attitude of citizens who often characterize

statistics as dry and formal Internal goals

- to enhance employees’ capacity to analyse various matters

- to receive readers’ feedback on the posts- to support communication with users and be ready to

react quickly to feedback.


Survey on social media 2010

Conducted by: DreamGrowTarget group: enterprises 78% of respondents use at least one social media

channel 51% of respondents are going to increase their

budget for social media in most enterprises it is a team work – 2 or more

employees are responsible for social media 48% use Facebook, 45% use blogs Twitter is losing popularity.


Use of social media for dissemination of statistics


Statistics bloghttp://statistikaamet.wordpress.com/ Launched at the beginning of 2010 2 blog posts per week about 18,000 visits since January 2010 daily record – 356 visits the blog is run on the WordPress platform

January February March April May June July August September

Number of visits

374 1,742 2,610 3,543 3,192 1,645 1,017 1,466 2,192

Average per day

12 62 84 118 103 55 33 47 73

http://statistikaamet.wordpress.com/


Statistics blog http://statistikaamet.wordpress.com/

writing for the blog helps to develop one’s analysing skills

a possibility to publish information that does not fit into traditional channels

10 blog authors, incl. the Director General a possibility to become an opinion leader in a

specific field of statistics blogs of other organisations are not monitored on a

regular basis.





Statistics Estonia on Facebookhttp://et-ee.facebook.com/Statistikaamet

More than 260,000 Facebook users in Estonia (~1/5 of the population), incl. the President;1/3 of the members of parliament in Estonia have a Facebook profile.

Statistics Estonia’s news releases news releases of Eurostat, OECD and our neighbouring

countries promoting of Statistics Estonia’s publications and blog posts about 230 fans (as of 19.10.2010), incl. journalists,

researchers, etc.

http://et-ee.facebook.com/Statistikaamet

http://et-ee.facebook.com/Statistikaamet


PHC 2011 on Twitterhttp://twitter.com/REL2011The pilot census of PHC 2011:e-census 31.12.2009 – 21.02.2010face-to-face interviews 5.03.2010 – 31.03.2010

http://twitter.com/REL2011


Pilot census of PHC 2011 on Twitterhttp://twitter.com/REL2011

Almost 100,000 users of Twitter in Estonia

information related to the 2011 Census preparations and population statistics

information about the Census in other countries

more than 370 followers.

http://twitter.com/REL2011


Pilot census of PHC 2011

YoutubeVideo demos of the e-census and face-to-face interviewwww.youtube.com/rel2011ee

FacebookUsing forums related to the regions of pilot census.

http://www.youtube.com/rel2011ee


PHC 2011The selection and use of social media channels can vary depending on the development of technology.

Use of social media for the PHC 2011: reaching certain target groups preventing crisis (monitoring social media and collecting feedback) training on how to fill in the questionnaire using social media channels for advertising presenting additional materials.


Slideshare http://www.slideshare.net/Statistikaamet

Slideshare enables to upload and share documentsand presentations free of charge:

all publications of Statistics Estonia presentations made by Statistics Estonia’s

employees.

http://www.slideshare.net/Statistikaamet


Slideshare as a channel for dissemination of publications

Indicatorsof Sustainable Development

Business in Estonia

Statistical Yearbookof Estonia 2009

Quarterly Bulletinof Statistics Estonia 3/09-2/10

Minifacts aboutEstonia 2010

0 1000 2000 3000 4000 5000 6000 7000 8000

Printed publication (copies) Web site (views) Slideshare (views)


Slidecasting

Slidecasting is a new multimedia format from Slideshare, which allows to take existing media (slides and audio) and link them together.


Promotion of new dissemination channels

Icons of Blog, Facebook and Twitter are presented on our website

icons are included in the mail signatures of Statistics Estonia’s employees

icons are added to promotional e-mails used for advertising statistical publications

information about new blog posts are sent to journalists.


ConclusionsPositive certain target groups follow our social media

channels and re-disseminate information a possibility to react more spontaneously to the

issues raised in the society good cooperation with the subject matter units.Negative insufficient resources, lack of time to follow the blogs

of other institutions on a regular basis principles are not described in the dissemination

policy the published information is mostly in Estonian.

contribution of a statistical organisation to social media dwg, 26.10.2010 anne nuka head of...

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