1. © Federal Statistical Office, Press and Information Service How Social Media Monitoring can help Corporate Communication – From Information Management to E-Reputation Management – Nadine Jakobs

2. © Federal Statistical Office, Press and Information Service Folie 2 Typology of misuse of statistical data Character of misuse False report Misinterpretation (unknowingly or intentional) Criticism Heaviness (formal error) Marginal misuse (error) Serious misuse (error) Danger for corporate image Spread of misuse Limited publicity High publicity Public scandal

3. © Federal Statistical Office, Press and Information Service Folie 3 Social Media Monitoring: tools and benefit Definition: Social Media Monitoring is a method to track special key words you have chosen in online articles, comments in blogs and twitter messages. “Ego tracking”: Tools track all available sources by “agents” with special search words e.g. your own name.

4. © Federal Statistical Office, Press and Information Service Folie 4 Social Media Monitoring of the 2011 Census Search words like “Statistisches Bundesamt“ in combination with “2011 Census“ and “1987 Census“ Coordination: Two people have access to that tool (press office and census communication)

5. © Federal Statistical Office, Press and Information Service Folie 5

6. © Federal Statistical Office, Press and Information Service Folie 6 Twitter 09 May to 11 May: 1,479 per day Forum: 611 per day News: 566 per day

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10. © Federal Statistical Office, Press and Information Service Folie 10 Agent “Census“ 30,648 mentions Agent “Federal Statistical Office“ 2,317 mentions

11. © Federal Statistical Office, Press and Information Service Folie 11 Examples: 2011 Census a) Information management/e-reputation  Right-centred party planned to misuse the 2011 Census  Discussions about the advertising campaign for the 2011 Census

12. © Federal Statistical Office, Press and Information Service Folie 12 Examples b) Support of the strategy: open dialogue with critics  Filter out interesting criticism and be prepared for requests

13. © Federal Statistical Office, Press and Information Service Thank you! Nadine Jakobs Federal Statistical Office, Wiesbaden nadine.jakobs@destatis.de