Issuu on Google+

U.S. Navy

Social Media Report

by Amanda Van Tassell

Jan. 31 - Feb. 23, 2013 all data collected through primary research outside graphics/photos via U.S. Navy Facebook

Goals

Target Audience

Determine the level of audience engagement with original posts to see which type of post generates the most interaction.

Primary: Miliary families, veterans and supporters in the general public.

Objectives To increase audience engagement (likes and retweets) by 5 percent by April 23.

Secondary: Recruits, active sailors and military personnel.

Use results to increase interaction on Facebook and Twitter.

Which Topic Does Our Audience Interact with Most?

To increase direct interaction (comments and replies) with audience by 5 percent by April 23.

Which Type of Post Does Our Audience Want to See?

Average Number of Likes Per Topic on Facebook

7000

direct interaction

6125

general navy info

5250

history

Most Popular Post

holiday/special event life in the Navy

3500 2625

policy issue

1750

ship talk

875 0

0

n=103

1400 2800 4200 5600 7000

Link

Photo

Likes

Average Number of Retweets Per Topic on Twitter

60.0

Photo Gallery

Shares

Video

Comments

n=103

Average Number of Interactions Per Post on Twitter

52.5

direct interaction general navy info

Posted Feb. 14, the Navy’s Valentine’s Day post generated the most interaction across both Facebook and Twitter, receiving (at the time of coding) 26567 likes and 143 retweets.

history holiday/special event life in the Navy Navy news policy issue ship talk support n=303

4375

Navy news

support

Average Number of Interactions Per Post on Facebook

0

10

20

30

40

50

45.0 37.5 30.0 22.5 15.0 7.5 0

Direct RT

Link

MT

Retweets

Photo

Reply RT+comment Text

Favorites

Replies

Video

n=303

Suggestions for the Future: Facebook followers are most likely to interact with posts of photos than with posts of anything else. To increase interaction, text and link posts should include open-ended questions that will open up new avenues of communication and start new conversations. Twitter followers, on the other hand, are more responsive to tweets about history or policy issues. One way to improve the content of these tweets is to directly embed photo or video content alongside the main text to make the tweet more dynamic to followers. The use of holidays, such as Valentine’s Day, and special events, like the Super Bowl and the Grammy’s, in relation to active sailors should be continuously utilized to keep conversation flowing across both social media sites.


U.S. Navy

Social Media Report

Mar. 1 - Mar. 31, 2013

compared to Feb. 1 - Feb. 28, 2013

by Amanda Van Tassell

all data collected through primary research outside graphics/photos via U.S. Navy Facebook

Goals Determine the level of audience engagement with original posts to see which type of post generates the most interaction.

Target Audience

Objectives

Primary: Miliary families, veterans and supporters in the general public.

To increase audience engagement (likes and retweets) by 5 percent by April 23.

Secondary: Recruits, active sailors and military personnel.

Use results to increase interaction on Facebook and Twitter.

To increase direct interaction (comments and replies) with audience by 5 percent by April 23.

Which Topic Does Our Audience Interact with Most?

Which Type of Post Does Our Audience Want to See?

Average Number of Likes Per Topic on Facebook

9000

direct interaction

7875

general navy info

6750

history

Most Popular Posts

holiday/special event life in the Navy

Comments Shares Likes

5625 4500 3375

Navy news policy issue

2250

February March

ship talk

1125

support

Feb. n = 116 Mar. n = 126

Average Number of Interactions Per Post on Facebook

0 0

Average Number of Retweets Per Topic on Twitter

90.00

direct interaction

Posted Mar. 19, the above post generated the most interaction on Facebook with 16,724* likes. The post below was the most retweeted on Twitter with 545* retweets.

general navy info history holiday/special event life in the Navy Navy news policy issue

*at the time of coding

ship talk support Feb. n = 359 0 Mar. n = 419

Link

1000 2000 3000 4000 5000 6000 7000 8000

February March

5

10

15

20

25

30

1.14

1.08

1.02

percent increase in avg. number of likes from R1

percent increase in avg. number of comments from R1

percent decrease in avg. number of shares from R1

Suggestions for the Future:

78.75 67.50

Photo

Photo Gallery

n = 126

Average Number of Interactions Per Post on Twitter Replies Favorites Retweets

56.25 45.00 33.75 22.50 11.25 0

Direct RT

Link

MT

Photo

1.11

1.03

percent increase in avg. number of retweets from R1

percent decrease in avg. number of favorites from R1

Reply

RT+comment

Text

n = 419

1.27 percent decrease in avg. number of replies from R1

Compared to Facebook users in the month of Feb., Facebook users in Mar. were far more interactive despite the absence of video posts. To keep this level of interaction up going into the next month, pictures should focus on the two most popular topics, holidays and special events and support. Continue posting more pictures than links or videos. Twitter followers were more interactive with retweets this month. They were most responsive to posts that interacted directly with them, either by posing a question or by posts that directly stated “RT to show your support� or a related message. Beyond those direct interaction posts, the most retweeted posts centered around history and Navy news. Again, one way to improve the content of all tweets to to directly embed a photo alongside the text as photo posts prompt the most interaction.


U.S. Navy

Social Media Report

Apr. 1 - Apr. 22, 2013

compared to Mar. 1 - Mar. 31, 2013

by Amanda Van Tassell

all data collected through primary research outside graphics/photos via U.S. Navy Facebook

Goals Determine the level of audience engagement with original posts to see which type of post generates the most interaction.

Target Audience

Objectives

Primary: Miliary families, veterans and supporters in the general public.

To increase audience engagement (likes and retweets) by 5 percent by April 23.

Secondary: Recruits, active sailors and military personnel.

Use results to increase interaction on Facebook and Twitter.

To increase direct interaction (comments and replies) with audience by 5 percent by April 23.

Which Topic Does Our Audience Interact with Most?

Which Type of Post Does Our Audience Want to See?

Average Number of Likes Per Topic on Facebook

8000

direct interaction

7000

general navy info

6000

history

Most Popular Posts

life in the Navy Navy news policy issue

4000 3000 2000

ship talk

March April

support 0

1000 0

1000 2000 3000 4000 5000 6000 7000 8000

Average Number of Retweets Per Topic on Twitter

40

direct interaction

35

general navy info history holiday/special event life in the Navy Navy news policy issue ship talk

March April

support

Mar. n = 419 Apr. n = 380

Comments Shares Likes

5000

holiday/special event

Mar. n = 126 Apr. n = 95

Average Number of Interactions Per Post on Facebook

0

5

10

15

20

25

30

35

40

Posted April 4, the above post generated the most interaction on Facebook with 11,829* likes. The post below, also from April 4, was the most retweeted on Twitter with 116* retweets. *at the time of coding

30

Link

Photo

Photo Gallery

n = 95

Average Number of Interactions Per Post on Twitter Replies Favorites Retweets

25 20 15 10 5 0

Direct RT

Link

MT

Photo

Reply

Text

Video

n = 380

1.03

1.09

percent increase in average number of likes from R2

percent increase in average number of shares from R2

1.27 percent decrease in average number of comments from R2

Suggestions for the Future:

1.20

1.08

1.09

percent decrease in average number of retweets from R2

percent decrease in average number of favorites from R2

percent decrease in average number of replies from R2

Compared to Facebook users in the month of March, Facebook users in April were more interactive. To increase the level as interaction in comments in months like April where there aren’t many holidays, the posts should center on history and support and should ask direct questions for the audience to answer via comments. Twitter activity decreased this month also due to the lack of holidays during the month of April. Again, the direct interaction posts asking for tweeters to “RT to show support” were the most successful. Beyond those direct interaction posts, the most retweeted posts centered around history and ships. Posts in all other categories were retweeted less in April, and one way to encourage more retweeting would be directly embedding a photo alongside the text since photo posts continually to prompt the most interaction.


SMM US Navy Reports