IBM’s Center for the Business of Government has published a new report: “A Manager’s Guide to Assessing the Impact of Government Social Media Interactions“.
This new report addresses the key question of how government should measure the impact of its social media use.
Social media data – as part of the big data landscape – has important signaling function for government organizations. Public managers can quickly assess what citizens think about draft policies, understand the impact they will have on citizens or actively pull citizens ideas into the government innovation process. However, big data collection and analysis are for many government organizations still a barrier and it is important to understand how to make sense of the massive amount of data that is produced on social media every day.
This report guides public managers step-by-step through the process of slicing and dicing big data into small data sets that provide important mission-relevant insights to public managers.
First, I offer a survey of the social media measurement landscape showing what free tools are used and the type of insights they can quickly provide through constant monitoring and for reporting purposes. Then I review the White House’s digital services measurement framework which is part of the overall Digital Government Strategy. Next, I discuss the design steps for a social media strategy which will be basis for all social media efforts and should include the mission and goals which can then be operationalized and measured. Finally, I provide insights how the social media metrics can be aligned with the social media strategic goals and how these numbers and other qualitative insights can be reported to make a business case for the impact of social media interactions in government.
I interviewed social media managers in the federal government, observed their online discussions about social media metrics, and reviewed GSA’s best practices recommendations and practitioner videos to understand what the current measurement practices are. Based on these insights, I put together a comprehensive report that guides managers through the process of setting up a mission-driven social media strategy and policy as the basis for all future measurement activities, and provided insights on how they can build a business with insights derived from both quantitative and qualitative social media data.
- Gadi Ben-Yehuda: Social Media Metrics for Government: A New Manager’s Handbook, IBM Center for the Business of Government, 6/9/2014.
- Gadi Ben-Yehuda: Social Media Metrics for Government: A New Manager’s Handbook, in: Government Executive, 6/10/2014.
- Wasko, S.: Is your agency getting the most of its social media efforts?, Federal News Radio, 6/19/2014.
- Federal News Radio Show, interview on the Federal News Drive about my report.
- Brookings’ TechTalk blog: Assessing the Impact of Government Social Media Interactions, 6/23/2014.