Department of Defense Social Media

Kat Smith Defense Media Activity Social Media Analyst @DeptofDefense @DODNews

Measuring Social: How to Apply Social Insights to Communications Strategy

Value of Strategy

Specific Measureable Attainable Relevant Time-Bound

Objectives:

Tools

• Facebook Insights • Twitter Analytics • LinkedIn Analytics • Urchin (Blogs) • Iconoscope - Hootsuite

Pulling the right data

96% 2015 2016

Diving Deeper into Analytics

VOLUME TOPICS

2015

2016

Moving the needle

.79% Successful Engagement Rate

Getting a baseline

35% Success Rate

What’s working/What’s not

• Medical • Monthly Themes • Weekends • SciFi Innovation • SECDEF Policy • Monday

Tweaking the tactics

58% Success Rate

Looking for Leads

United States India Philippines Brazil Mexico Burma (Myanmar)

Looking for Leads

• NORTHCOM • PACOM • SOUTHCOM • AFRICOM • CENTCOM • EUCOM

Combatant Commands

Engaging your audience

United States India Philippines Brazil Mexico Burma

• NORTHCOM • PACOM • PACOM • SOUTHCOM • NORTHCOM • PACOM

Takeaways

Always have defined measures of success (SMART Objectives) Know your baseline Numbers are not your only analytics Do the deeper dive Tweak objectives based on analytics Listen to your audience when presenting content