Asms social media report

Social Media Metrics - 4th Quarter

October - November - December

Projects Covered: Afghan Social Media Summit, Paiwandgah, Sadroz

Platforms Covered: Facebook, Twitter

Goal: Chronicle the Growth and Reach of Projects across Facebook and Twitter

1. Afghan Social Media Summit:

Events: The second Afghan Social Media summit was held in Kabul from the 19th to 21st October. Over 700 people from 22 provinces and 8 countries, including 43 speakers were part of the event.

Goals on Social Media:

1. Pre-Event Promotional Campaign to raise awareness and visibility, targeting the relevant audience demographics.

2. Covering various aspects of the event right from event schedules to speakers to audience reactions during the days of the program.

3. Post-event coverage of the event and laying the foundation for next years event.

Platforms:

1. Facebook

A Facebook community was created on August 20th 2014, that started off with announcement posts all through September. Events and special training programs were highlighted through much of September and October leading up to the days of the event. The campaign was at it’s most intense phase starting 1st of October right up to the end of the month.

We are primarily looking at the metrics for the period starting October up to December in the following categories;

1. Number of Fans Acquired2. Number of Fans Talking About ASMS 20143. Number of Likes Garnered on the Community4. Number of Comments Garnered on the Community5. Number of Shares Garnered on the Community6. Number of Total Impressions on the Community7. Number of Unique Users who saw and visited the content on the Community

1. Number of Fans Acquired Between October 1st and December 31st

Totally 1147 Fans were added to the Afghan Social Media Summit Facebook community. At the end of September there were 1,669 fans on the community, the number rose to 2,665 by the end of October, 2,764 by the end of November and 2,816 by December end.

Monthly Growth of Fans on Facebook

0

750

1,500

2,250

3,000

September October November December

2,8162,7642,665

1,669

Number of Fans on Facebook ASMS

October

1/10-16/10 17/10-23/10 24/10-30/10

2,6652,624

2,016

Number of FansNovember

01/11-09/11 10/11-15/11 16/11-23/11 24/11-30/11

2,764

2,738

2,719

2,709

Number of Fans

December

01/12-06/12 07/12-14/12 15/12-22/12 23/12-31/12

2,816

2,795

2,784

2,775

Number of Fans

2. Number of Fans Talking About ASMS 2014.

The number of Fans talking about ASMS 2014 was on the rise leading up to the the event and at it’s peak during the days of summit. During the week of 17th October to 23rd October, 1,500

people were actively tracked talking about ASMS 2014, which was the highest during the three month period.

3. Number of Likes Garnered on the Community Page:

As seen previously with much of the activity intensifying in the days prior and of the event, much of the LIKES garnered on the community page too were during the week of 17th October to 23rd

October. During these three months totally 5,381 LIKES were acquired by the page.

Number of People Talking About ASMS 2014

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

1,300

1,500

738

129 9530

14925 46 104

172

Number of LIKES on ASMS 2014

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

695

3500

471162 60 20 57 61 106 143 106

8%9%

83%

October NovemberDecember

8%6%

87%


4. Number of Comments Garnered on the Community:

Usually the number of comments made on a page are in sync with the number of likes on the page. Keeping that trend intact, the period between 17th October and 23rd October saw the maximum number of comments posted on the page. With coverage on the event reducing over the

following weeks, the numbers too dipped. A total of 291 comments were made on ASMS Community page during the three month period.

5. Number of Shares Garnered on the Community

Much like previous metrics, the number of posts shared spiked during the week of the event, reaching a three month high of 87 shares. Much of November the numbers weren’t highly

Number of Comments

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

33

184

259 2 0 4 5 6

16 7

Number of Shares on ASMS 2014

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

36

87

15 17

5 3 5 3

20 22

9

12%5%

83%


24%

14%

62%


encouraging but towards the end of December there was a slight upward trend again. ASMS Posts were shared a total of 222 times during this quarter.

6. Number of Total Impressions on the Community

The week of the event gave the page the maximum footfall and visibility thus the highest number of

impressions were from that week. In all, during this three month period, 6,20,600 impressions were made.

7. Number of Unique Users who saw and visited the content on the Community

With greater proliferation of content through likes and shares the visibility of the page shows an upward trend. This is reflected in the number of unique users arriving on the community. Maximum

Number of Impressions

1/10-16/10

17/10-23/10

24/10-30/10

01/11-09/11

10/11-15/11

16/11-23/11

24/11-30/11

01/12-06/12

07/12-14/12

15/12-22/12

23/12-31/12 16,400

13,900

6,700

5,000

4,600

2,800

8,700

9,500

1,52,700

2,34,400

1,65,900

Number of Unique Users

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

649

2400

478207 100 50 166 81 104 164 151

7%4%

89%


11%

11%

78%


unique users during this period were present during the week of 17th October to 23rd October. A total of 4,550 unique users visited the page in this quarter. Inferences:

The week of 17th October to 23rd October saw the highest footfall and interactions on the page. This was the last leg of the promotional campaign for the event and the days of the event itself. However post the event there was a sharp drop off in the numbers across the board, only for a minor resurgence towards the end of December. I think there was a two-fold reason for the same;

1. Lack of Post-Event Preparedness for Content Dissipation: While there was a content strategy in place for coverage from the event to be presented in an organised fashion in the days after, the implementation left a lot to be desired. Primarily because of the lack of a proper inventory creation and content demarkation.

2. Lack of variety in Content: While the focus remained on the summit, the momentum could be sustained, however post the event, without an extensive coverage or campaign, interest amongst users started to wane. With no alternate content to keep regular posts engaging and relevant, numbers started to dip quickly. A drop in interaction also lessens the chances of page posts showing up on the timeline of fans thus lowering chances of wider content reach.

2. Twitter

1. Number of Followers:

The Twitter handle for ASMS2014 was launched on the 10th of September and by the end of the month had 45 followers. Across the next three months the number finally reached 327. Maximum number of followers were acquired during the week of 17th October to the 23rd of the month, the number being 180.

Monthly - Number of Followers

September October November December

327309

280

45

The highest number of followers were again acquired during the month of October, 235 followers, 72% of the total number of followers during the whole month with December being the least with only 18 followers (6% of the total amount).

2. Number of Messages Sent:

Maximum number of messages were sent during the week of the event, 308 in total, which was also the highest for the three months. However the second last week of December was also highly productive with 214 messages sent out via the handle.

Monthly Number of Followers Acquired

September

October

November

December 18

29

235

45

6%

9%

72%14%

September October NovemberDecember

Number of Messages Sent on Twitter - Weekly

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

36

308

8 6 7 1 5 1 15

214

3

Maximum number of messages were sent out during the month of October, 352. However there was a significant drop during November with only 19 messages being sent out. December resulted in an upsurge with 233 messages sent out in total.

3. Number of Mentions

The twitter handle got maximum number of mentions during the week of the event. the #ASMS2014 hashtag was widely used and people attending were encouraged to tweet about their

presence at the summit.

Number of Messages Sent - Monthly

October

November

December 233

19

352

39%

3%

58%


Number of Twitter Mentions - Weekly

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

12

240

10 13 2 6 1 0 5 0 0

Maximum number of mentions were received during the month of October since that was the month of the event, however since then there’s been a sharp decline in the number of mentions,

with December just having 5 mentions.

4. Number of Retweets:

Usually Mentions and Retweets mirror each other on the social media metric scale, both a simple indicator of the popularity of the twitter handle. As seen previously in the number of mentions, the interaction with the handle peaked during the week of 17th October to 23rd October, the same

goes for the Retweets on the ASMS handle. The highest number of retweets received in the three month period was 265 during the week of the summit.

Number of Mentions - Monthly

October

November

December 5

22

262 2%

8%

91%

October November December

Number of Retweets - Weekly

1/10-16/10 24/10-30/10 10/11-15/11 24/11-30/11 07/12-14/12 23/12-31/12

14

265

8 10 5 1 1 1 6 0 1

Inferences:

Much like for Facebook, the interactions spiked before and during the Social Media Summit, however they fell very sharply in the weeks after. A lack of a clear strategy on how to follow up the post event coverage combined with no variety in content resulted in less visibility than desired. Also what could have been more effective is a means to utilise hashtags better and tap into trending topics to create more visible and relevant content while keeping the essence of the Social Media Summit as a means of education and training for social media in Afghanistan alive.

Number of Retweets - Monthly

October

November

December 8

17

287

3%5%

92%

October November December

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