U.S.

Pacific Fleet Social Media Monitoring Report

by Lauren Sellers
All data collected through primary research with a 1/5 sampling rate. Oct. 13 - Nov. 12 as compared to Sept. 13 - Oct. 12

GOALS
Determine the level of engagement of internal posts within Facebook and Twitter to see which type of posts, topics and social media methods generate the most interaction.
Time 3 N=5

OBJECTIVES
To increase audience engagement (comments, likes, shares, automatic retweets and favorites) by 5 percent by Dec. 12 after determining most popular types and topics of social media posts.

TARGEt AUDIENCE
Primary: Military families, veterans, general civilian supporters Secondary: Active sailors, external supporting organizations, international and domestic media
Time 3 N=11

Actionable Suggestions
Continue to post photos and
videos of aircraft and ships. Multimedia posts drive engagement on Twitter and Facebook. Continue to utilize the Facebook hashtag feature. Engagement levels recorded in Time 2 and Time 3 of posts with Facebook hashtags were, on average, nearly 38% higher than those without the feature. Highlight events such as international partnerships and historical dates when applicable. Audience members respond consistently well to these special topics.

WHAT TYPE OF CONTENT ENGAGES OUR AUDIENcE?

How effective is Facebooks new # feature?

Which topics generated the most audience interaction this month?

Time 3 N=5 Time 3 N=11

36.7 % increase in engagement from Facebook hashtags compared to total activity during Time 3 38.5 % increase in engagement during Time 2 from the Facebook hashtags

Trending this month?

1. #USNavy 2. #Philippines 3. #Cambodia 4. #Australia 5. #LCS

Who did the talking on Twitter and Facebook this month?

Average Facebook post: Audience
members are 4.2 times more likely to be male than female. Average Twitter post: Audience members are nearly two times more likely to be male than female.

Most popular tweet dealing with the recent typhoon in the Philippines:

USS George Washington underway for #Philippines to support humanitarian efforts http://ow.ly/qJ9lq @ US7thFleet