Elayne Phillips Head of Horizon Scanning and Planning

Plan to evaluate:

• Educate

• Plan to measure

• Smart goals

• Right data

• Benchmark early

• Make Comms an investment not a cost

Best practices:

• Barcelona Principles • Industry standard frameworks • Government own approach

Measure the right metrics:

• What makes a difference? • Metrics against objectives • Metrics against audiences • Outcomes over outputs

#ChipMyDog

Reporting:

• Real time alerting • Use it as insight • Sharing the results within the organisation and

sometimes externally • Report the return on investment & return on

engagement • Accurate social media metrics

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CONTEXT:

• The announcement that a strain of MRSA in poultry has been found on a farm in East Anglia has been covered widely on social networks, primarily on Twitter (see bar chart and line graph increase in social conversations about meat contamination).

• The word cloud indicates that much of the coverage has been news based and factual, with the Department of Health’s Twitter account leading in social media mentions. Typical comments feature on page three of this report.

• BBC health article MRSA found in poultry destined for shops was the ‘top story’, shared on social networks 1.1k times.

Lessons:

• Centralised method of comparison • Analytics, graphics and making them available • Trends and deep dive methods where gaps or issues are

identified rather than detailed analysis on all aspects • Cross Department best practice • Take a judgement call but also have a pre-defined

internal audience to benefit from the insight • Use the findings next time • Most of all – keep it simple and demonstrate evidenced

performance evaluation