Social Media: A Detroit perspective

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Presentation transcript:

Social Media: A Detroit perspective Stephanie Quesnelle, Research Analyst October 1, 2018

Outline Overview of social media platforms D3’s communication strategy Our new social media strategy

Social Media Platforms

Facebook Demographics Purpose: Build an organization’s reputation Easily communicates ideas, insights, and events to the broader community 2.3 Billion Users Setback: Changes to policies decreased organic engagement recently. Small advertising budget is very helpful Pro tip: Business manager gives multiple users ability to post and maintain the site Facebook Demographics

LinkedIn Demographics Purpose: Foster professional networks and stay engaged with key community actors 562 million users (24.4% of Facebook Users) Setback: Significantly smaller active userbase than Facebook Protip: Content can be very similar to Facebook, but edit the posts slightly to keep people on both platforms engaged. LinkedIn Demographics

Twitter Purpose: Breaking news, conversations, and instant feedback 310 Million Users (13.5% of Facebook) Setback: Rapidly changing conversations and content can be quickly buried…1.75 million tweets a day. Easy to get lost. Protip: Interactions with followers and responses are really important as it builds relationships. Don’t use too many hashtags. Twitter Demographics

Instagram Demographics Purpose: Sharing aesthetically pleasing or very interesting videos and images 1 Billion Users (43% of Facebook Users) Setback: Requires interesting events and content to display in photo format and intensive graphic design experience for graphics Protip: hashtags. Recent study found 9-12 hashtags get the most engagement and longer hashtags (21-24) perform best Instagram Demographics

D3’s Communication Strategy

Our Social Media Goals Promote good research about issues we care deeply about Highlight our own work in the Detroit area Spark curiosity and encourage people to dig deeper

Challenges D3 faces with social media Out-source social media management Limited understanding of D3’s expertise when commenting Time consuming and difficult to manage engagement processes Privacy considerations for staff

D3’s Social Media Platforms Facebook LinkedIn Twitter Instagram

Why not Twitter and Instagram? Twitter requires time devoted to engagement and conversations Budget limitations Expertise limitations Time limitations Instagram requires engaging photos and graphics Limited material Privacy implications for staff Graphic design requirements

Our New Strategy

The Problem Over 10 years, a lot of accumulated knowledge Not always easily accessible Difficult to digest and understand Many other actors also provide valuable resources

The Solution Data Vignettes Online subject-based portals to a variety of information Key indicators Local data Interesting maps, news, research papers, and blog posts Online tools Other resources Provide resource to the community AND around 3 months of useful, impactful data points for social media posts

www.DataDrivenDetroit.org Stephanie Quesnelle squesnelle@DataDrivenDetroit.org Looking for data? AskD3@DataDrivenDetroit.org