Social media • Gundega Kuzmina

• Statistics 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.

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Presence of NSI in social media

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• 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.

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Belgium

Denmark

Germany

Ireland

Greece

Spain

France P

Italy

Luxembourg

Netherlands P

Austria

Portugal

Finland

BLOG

Sweden

United Kingdom

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

Presence of NSI in social media

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Bulgaria

Czech Republic

Estonia

BLOG

Croatia

Cyprus

Latvia

Lithuania

Hungary

Malta

Poland

Romania

Slovenia P

Slovakia

8/13 3/13 1/13 0/13 1/13 1/13

BLOG

Presence of NSI in social media

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Iceland

Liechtenstein

Norway

Switzerland

2/4 1/4 0/4 0/4 0/4

BLOG

Montenegro ?

Macedonia

Serbia

Turkey

Albania

3/5 2/5 0/5 0/5 0/5

BLOG

Presence of NSI in social media

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Twitter Facebook

press release feed Good tool for campaigns,

notification on mobile phones & special events

channel for not that official statistics

direct communication with social leaders

Sladeshare Linkedin

Distribute electronic publications Communicate with employees

Give access to presentations Attract potential employees

Look for potential employees

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Twitter in focus

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• 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.

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Only one «pair» mentions each other:

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Statistics Switzerland has 5 accounts?

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

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

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

How to verify?

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3 of NSI Twitter accounts have been verified

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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 meeting 25-26 October 2010

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

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Communication Keep consistent: - style - contents - number of tweets Skills needed - writing - sense of humor - decision making - speed of reaction

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Communication The general practice – tweet a headline of press release with a link to actual press release on the homepage.

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

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Communication: what is different?

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• Popular content: infographics, hot topics, interesting facts, special releases

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Communication: what is

different?

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• Loss of control

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Communication

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Automatic Automatic + human + no staff needed + positive evaluation

+ new forum of interaction with opinion leaders, politicians, employees

+ new tool to improve your reputation

+ tool to monitor social agenda

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Communication – what is different?

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• 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

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Communication – what is different?

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• Simple, concise language to the point

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Communication – what is different?

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• 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

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#hashtags

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• your own #hashtag, used only by yourself = decoration

• already trending #hashtag #Ukraine

= very effective

• #hashtag that is used by others #vacancy

= useful

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#hashtags

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#hashtags

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

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#hashtags

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Please write one tweet using a word: … yesterday … + use at least one #hashtag

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Retweets

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

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How many tweets

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@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

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Replies in Twitter

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

Dialogue

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What & How to measure

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Tweet deck Ego tracking Agent tracking

- Detect / react on misuse - Monitor/ react on critisism

- help users

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What & How to measure

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Twitter analytics Number of followers Number of times users saw the Tweet (impressions) Number of engagements (clicks, replies, retweets, new followers, favorites) impressions Engagment % =

engagements

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How to measure

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https://analytics.twitter.com

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How to measure

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Topsy Social network search - Ego tracking - «Agent» tracking

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How to measure

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Topsy Social network search

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How to measure

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tweetreach

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Number of followers

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• TOP 5 Twitter name Followers Language

@ONS 68 985 English @istat_it 28 593 Italian @InseeFr 26 324 French @statistiekcbs 16 861 Dutch @es_INE 16 101 Spanish

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Twitter name Followers Language Country

@SCB_nyheter 5 649 Swedish Sweden @ssbnytt 4 605 Norwegian Norway @DSTdk 4 452 Danish Denmark @statistickyurad 4 165 Czech Czech @StatsSweden 4 131 English Sweden @destatis 3 706 German Germany @StatSlovenia 3 232 English Slovenia @CSP_Latvija 2 796 Latvian Latvia @statisticscbs 1 536 English Netherlands @StatisticsGR 1 439 English Greece @StatSchweiz 1 327 German Switzerland @STATISTIK_AT 1 325 German Austria @Tilastokeskus 1 324 Finnish Finland @StatSlovenija 1 192 Slovenian Slovenia @pt_INE 1 165 Portuguese Portugal 15-17/10/2014

Guidelines … Statistical Agencies using social media are advised to have social media guidelines. • United Kingdom http://www.ons.gov.uk/ons/about-ons/business-transparency/rules-and-guidelines/policies-and-guidance/ons-and-social-media/index.html

• Italy http://www.istat.it/en/information/users/twitter-policy

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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. CSO Ireland http://www.unece.org/fileadmin/DAM/stats/documents/ece/ces/ge.45/2011/wp.3.pdf

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