Editor’s Note: CRE has long championed the use of metrics in federal cyber policies.
From: FCW
By Frank Konkel
Nearly every agency makes use of social media nowadays, but the next step in social government is for feds to evaluate the impact and value of their social media efforts.
That step may have come Feb. 19 at the Social Government Summit in Washington, D.C., at which a General Services Administration-led interagency working group unveiled two new initiatives that could help agencies unlock the full power of their social data.
All about metrics
The first initiative is a new baseline for social media metrics in federal agencies, providing agencies a sort of “how-to” for metrics consisting of four parts: Why metrics matter; how to use them; baseline social media metrics by category; and resources, training and feedback options.
Designed under the White House’s Digital Government Strategy, the metrics initiative focuses on 10 total metrics under seven major social media categories for analysis: Breadth, depth, direct engagement, loyalty, customer experience, campaigns and strategic outcomes.
“We are unlocking next generation of government data for you to use and embed in your services,” said Justin Herman, new media manager at the GSA’s Center for Excellence in Digital Government, speaking to an audience composed largely of federal employees and social media experts.
Herman noted that the while recommendations in the metrics initiative put forth by the Federal Social Media Community of Practice are not mandatory for agencies to follow, the techniques, insights, guidance and tools outlined or provided within it are all free. That means using them comes with no cost, an attractive point for agencies that don’t have extra cash in their budgets, Herman said. Others, such as the National Institutes of Health, are actively shopping for data analytics tools to maximize their social media outreach.
A more detailed look at deeper social media measurements allowed under the metrics initiative can be found on a blog post outlining the initiative. A few examples from the post include:
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