Tweet This: Some Popular Agencies Have Poor Social Media Skills
December 2, 2011
A new dashboard created by the nonprofit group Expert Labs ranks 125 federal agencies each week based on their public engagement on Twitter.
The Federal Social Media Index mixes traditional measures of Twitter success, such as the number of new followers an agency gains weekly, with more complex indicators such as how many questions an agency asks of its followers, how many responses those followers Tweet back and the agency's question-to-response ratio.
The dashboard assesses each agency's Tweets based on the percentage that are in "broadcaster" mode versus "conversationalist" mode. Ultimately, the lab plans to add separate metrics for agencies' interactivity on other social networking sites such as Facebook and Google Plus.
Early results show that federal agencies with a relatively low number of Twitter followers are sometimes engaging much more with their followers than more popular agencies.