I’ve been writing a lot about the influence of social media and the changing landscape of communication. We’re in an interesting period of change where communication professionals, like journalists, not only need skills like writing, speaking, and listening, but also skills in understanding technology, engagement channels, and being aware of and understanding where people find and share information. Ideally, like in any results-driven organization, there would be ways to measure the success or impact of any communication intervention starting with a very clear understanding of the end result.
Despite the uses and shortcomings of social media metrics, as well as other web analytics/statistics, they are still useful in having an understanding of what works (or doesn’t work) when it comes to online communications. Using this kind of information, I learned firsthand in November how powerful social media can be in turning a relevant small piece of information a viral hit. When Typhoon Haiyan hit the Philippines with 300+ kilometre-hour winds, many people expected the worst. Despite the significant impact and damage the Typhoon caused, UNISDR published a story on how a local leader evacuated his whole island. In the below screenshot from Google Analytics, the spike in the middle of the month was from visits to the story driven 100% by Facebook referrals.
UNISDR stories are consistently shared via Facebook with significantly less audience interest and engagement. So why was this story so popular? The analytics revealed where and how people came to the website, yet other factors probably were also responsible for such a popular story. This included the way the headline was written (i.e. very clear, concise and action/result oriented), the timing with the focus on Haiyan, and the positive angle of the story during a sea of negative media.
Social media will continue to change the communication landscape – understanding why and how will help organizations be more tuned in and have impact on their outreach. A side note – according to a recent study on the role of news on Facebook, it found that while some people access news and info on the world’s largest social network platform, it is not the primary place they go to look for ‘new’ information. So there might be hope for traditional media outlets still – it’ll depend on how they use web analytics, readership profiles, and other metrics to improve their services.
Most U.S. adults do not go to Facebook seeking news out, the nationally representative online survey of 5,173 adults finds. Instead, the vast majority of Facebook news consumers, 78%, get news when they are on Facebook for other reasons. And just 4% say it is the most important way they get news. As one respondent summed it up, “I believe Facebook is a good way to find out news without actually looking for it.”