Social media

CONTRACTORS ORGANISING SOME OF THE COURSES ARE ACTING UNDER A FRAMEWORK CONTRACT CONCLUDED WITH THE COMMISSION

Gundega KuzminaStatistics Latvia

Importance of social media

• IN THE PAST the Internet was used: to read, print out, download. • TODAY, however, users want to create, modify, share, and discuss the Internet content. • The social media can significantly impact a

reputation of an institution.

Presence of NSI in social media

• Most NSI use Twitter. This seems to be a stable platform.

• Also Facebook is used. But there is more movement. Some have used and dismissed. Some are planning to use in nearest future.

• More social media: Slideshare, Linkedin and youtube/vimeo.

4

Belgium

Denmark

Germany

Ireland

Greece

Spain

France P

Italy

Luxembourg

Netherlands PAustria

Portugal

Finland BLOG

SwedenUnited Kingdom

15/15 4/15 6/15 4/15 3/15 1/15

NSI in social media

5

Bulgaria

Czech Republic

Estonia BLOG

Croatia

Cyprus

Latvia

Lithuania

Hungary

Malta

Poland

Romania

Slovenia P

Slovakia8/13 3/13 1/13 0/13 1/13 1/13

NSI in social media

6

Iceland

Liechtenstein

Norway

Switzerland2/4 1/4 0/4 0/4 0/4

Montenegro ?

Macedonia

Serbia

Turkey

Albania3/5 2/5 0/5 0/5 0/5

NSI in social media

Twitter

• press release feed

• notification on mobile phones

• channel for not that official statistics

• direct communication with social leaders

Facebook

• for campaigns & special events

• for user groups = communities

Slideshare

• Distribute electronic publications

• Give access to presentations

Linkedin

• Communicate withemployees

• Attract potentialemployees

• Look for potentialemployees

Facebook in focus

• for user groups = communities

Facebook profile for Survey on hunting

Twitter in focus

• What is your name?• How to verify (make official) your account?• How old are you?• Best practice in communication• What to measure?• Guidelines

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Many NSIs have 2 or more Twitter accounts for different languages

Give link to other accounts:

Statistics Switzerland has 5 accounts?

How to verify?

Link to your Twitter profile from an official websitehttps://about.twitter.com/press/brand-assets

Twitter's follow button on your webpagehttps://support.twitter.com/articles/20164833#

Desperately waiting for Twitter to verify you and celebrate when that happens!

4 of NSI Twitter accounts have been verified

How old are you?~ 3-5 years

2007 – Luxembourg (1)2009 – Estonia (for Census only), Ireland, Netherlands, Sweden, Switzerland, Slovenia, Norway (7)2010 – Belgium, France, UK, Italy, Greece, Turkey (6)

Eurostat Dissemination Working Group meeting25-26 October 2010

2011 – Czech Republic, Germany, Spain, Finland, Latvia, Macedonia (6)2012 – Belgium, Croatia, Portugal, Bulgaria (4)2013 – Denmark (1)2014 – Cyprus, Austria (2)

Communication

Keep consistent - style- contents - number of tweets

Skills needed- writing - sense of humor- decision making- speed of reaction

Communication. General practice

Tweet a headline of press release with a link to actual press release on the homepage.

Communication

Only several tweets to cover press release, no link to homepage.

Popular on Twitter

• infographics• hot topics• interesting facts • special releases

Loss of control

Speed of communication

• staff needed• risk of mistakes• be ready to accept that your Twitter account is «human»• society likes «human» organizations• mistakes are forgiven more easily

To the point

Communication –what is different?

You should also listen, read, see, feel what is on the social agenda?

• to create your own (popular) ad hoc contents • to retweet relevant content• make effective #hashtags

#hashtags

your own #hashtag, used only by yourself= decoration

already trending #hashtag#Ukraine

= very effective#hashtag that is used by others

#vacancy= useful

#hashtags

#hashtags

@StatisticsGR uses the same #hashtag #ELSTAT in every tweet

Retweets

@statistickyurad (Czech Republic) actively retweets. Mixed content – Czech and English:

How many tweets@ssbnytt (Norway)@ONS (UK)@statistiekcbs (Netherlands NL) @DSTdk (Denmark)@es_INE (Spain)@istat (Italy)@InseeFr (France)@SCB_nyheter (Sweden)@StatSlovenia@statisticscbs (Netherlands EN)@StatSlovenija@statcroatia

@CSP_Latvija@pt_INE

Most talkative

> 1 tweet per day

Replies in Twitter@ssbnytt (Norway)@ONS (UK)@statistiekcbs (Netherlands NL)@statistickyurad@destatis@DSTdk (Denmark)@istat (Italy)@InseeFr (France)@StatSlovenia@StatSlovenija@CSP_Latvija

Dialogue

Follow or not to follow?

• Decide whom to follow• Follow back always rule • Tweet deck to monitor effectively

Interaction:Answers to mentions of @CSP_Latvija and CSB_latvia

Proactive:Monitor keywords «statistikas», «dati»React with comments and support if relevant

Replies and more

Interaction:• Answers to mentions of @CSP_Latvija and

CSB_latvia

Proactive:• Monitor keywords «statistikas», «dati»• React with comments and support if relevant

What & How to measure

Tweet deck

• Ego tracking

• Agent tracking

Detect / react on misuse

Monitor/ react on critisism

help users

Staff & resources

Customized news release title – PR managers

Information on new publications – tweeted by home page administrator

Ad hoc tweets, retweets, replies and interventions –PR managers

Twitter analytics

Number of followersNumber of times users saw the Tweet (impressions)

Number of engagements (clicks, replies, retweets, new followers, favorites)

impressionsEngagment % =

engagements

Twitter analytics

https://analytics.twitter.com

Topsy

Ego tracking

Agent tracking

topsy.com

Topsy

Influencers

Tweetreach

www.tweetreach.com

Number of followers

TOP 6Twitter name

Followers Lang

@ONS 108 270 English@statistiekcbs 75 642 Dutch@EU_Eurostat 52 397 English@istat_it 34 288 Italian@InseeFr 31 957 French@es_INE 19 027 Spanish

Twitter name Followers Language Country

@SCB_nyheter 6 250 Swedish Sweden@DSTdk 6 035 Danish Denmark@statistickyurad 5 266 Czech Czech@ssbnytt 5 253 Norwegian Norway@destatis 4 826 German Germany@StatsSweden 4 528 English Sweden@StatSlovenia 3 455 English Slovenia@CSP_Latvija 3 287 Latvian Latvia@statisticscbs 1 787 English Netherlands@StatisticsGR 1 746 English Greece

@Tilastokeskus 1 972 Finnish Finland@STATISTIK_AT 1 874 German Austria@StatSchweiz 1 512 German Switzerland@StatSlovenija 1 485 Slovenian Slovenia

@pt_INE 1 186 Portuguese Portugal

Further reading

Eurostat Dissemination Working Group meeting 25-26 October 2010: Finnish survey, Estonian experience with Sladeshare(circa)

Eurostat Sponsorship group of Communication «Social media guidelines» http://epp.eurostat.ec.europa.eu/portal/page/portal/pgp_ess/about_ess/guidelines/social_media

Is Twitter a successful channel to users? A case study. CSOIreland http://www.unece.org/fileadmin/DAM/stats/documents/ece/ces/ge.45/2011/wp.3.pdf