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Contribution of a statistical organisation to social media
DWG, 26.10.2010
Anne NukaHead of Marketing andDissemination Department
26.10.2010 Anne Nuka
Preparations for using social media
The use of social media shows a growing trend in Estonia, gaining popularity as a communication and marketing tool for companies and state authorities.
The idea of using social media was initiated by the Marketing and Dissemination Department
support of the top management
26.10.2010 Anne Nuka
Preparations for using social media struggling with prejudices eliminating the fear related to the use of social media encouraging employees to use social media selecting social media channels making a list of potential writers analysing resources working out the principles for using social media.
26.10.2010 Anne Nuka
Goals for using social media External goals
- to promote official statistics and statistical literacy- to provide more international comparisons and many-
sided discussions on different subject areas- to find new customers and keep the current ones- to change the attitude of citizens who often characterize
statistics as dry and formal Internal goals
- to enhance employees’ capacity to analyse various matters
- to receive readers’ feedback on the posts- to support communication with users and be ready to
react quickly to feedback.
26.10.2010 Anne Nuka
Survey on social media 2010
Conducted by: DreamGrowTarget group: enterprises 78% of respondents use at least one social media
channel 51% of respondents are going to increase their
budget for social media in most enterprises it is a team work – 2 or more
employees are responsible for social media 48% use Facebook, 45% use blogs Twitter is losing popularity.
26.10.2010 Anne Nuka
Use of social media for dissemination of statistics
26.10.2010 Anne Nuka
Statistics bloghttp://statistikaamet.wordpress.com/ Launched at the beginning of 2010 2 blog posts per week about 18,000 visits since January 2010 daily record – 356 visits the blog is run on the WordPress platform
January February March April May June July August September
Number of visits
374 1,742 2,610 3,543 3,192 1,645 1,017 1,466 2,192
Average per day
12 62 84 118 103 55 33 47 73
26.10.2010 Anne Nuka
Statistics blog http://statistikaamet.wordpress.com/
writing for the blog helps to develop one’s analysing skills
a possibility to publish information that does not fit into traditional channels
10 blog authors, incl. the Director General a possibility to become an opinion leader in a
specific field of statistics blogs of other organisations are not monitored on a
regular basis.
26.10.2010 Anne Nuka
Statistics Estonia on Facebookhttp://et-ee.facebook.com/Statistikaamet
More than 260,000 Facebook users in Estonia (~1/5 of the population), incl. the President;1/3 of the members of parliament in Estonia have a Facebook profile.
Statistics Estonia’s news releases news releases of Eurostat, OECD and our neighbouring
countries promoting of Statistics Estonia’s publications and blog posts about 230 fans (as of 19.10.2010), incl. journalists,
researchers, etc.
26.10.2010 Anne Nuka
PHC 2011 on Twitterhttp://twitter.com/REL2011The pilot census of PHC 2011:e-census 31.12.2009 – 21.02.2010face-to-face interviews 5.03.2010 – 31.03.2010
26.10.2010 Anne Nuka
Pilot census of PHC 2011 on Twitterhttp://twitter.com/REL2011
Almost 100,000 users of Twitter in Estonia
information related to the 2011 Census preparations and population statistics
information about the Census in other countries
more than 370 followers.
26.10.2010 Anne Nuka
Pilot census of PHC 2011
YoutubeVideo demos of the e-census and face-to-face interviewwww.youtube.com/rel2011ee
FacebookUsing forums related to the regions of pilot census.
26.10.2010 Anne Nuka
PHC 2011The selection and use of social media channels can vary depending on the development of technology.
Use of social media for the PHC 2011: reaching certain target groups preventing crisis (monitoring social media and collecting feedback) training on how to fill in the questionnaire using social media channels for advertising presenting additional materials.
26.10.2010 Anne Nuka
Slideshare http://www.slideshare.net/Statistikaamet
Slideshare enables to upload and share documentsand presentations free of charge:
all publications of Statistics Estonia presentations made by Statistics Estonia’s
employees.
26.10.2010 Anne Nuka
Slideshare as a channel for dissemination of publications
Indicatorsof Sustainable Development
Business in Estonia
Statistical Yearbookof Estonia 2009
Quarterly Bulletinof Statistics Estonia 3/09-2/10
Minifacts aboutEstonia 2010
0 1000 2000 3000 4000 5000 6000 7000 8000
Printed publication (copies) Web site (views) Slideshare (views)
26.10.2010 Anne Nuka
Slidecasting
Slidecasting is a new multimedia format from Slideshare, which allows to take existing media (slides and audio) and link them together.
26.10.2010 Anne Nuka
26.10.2010 Anne Nuka
Promotion of new dissemination channels
Icons of Blog, Facebook and Twitter are presented on our website
icons are included in the mail signatures of Statistics Estonia’s employees
icons are added to promotional e-mails used for advertising statistical publications
information about new blog posts are sent to journalists.
26.10.2010 Anne Nuka
ConclusionsPositive certain target groups follow our social media
channels and re-disseminate information a possibility to react more spontaneously to the
issues raised in the society good cooperation with the subject matter units.Negative insufficient resources, lack of time to follow the blogs
of other institutions on a regular basis principles are not described in the dissemination
policy the published information is mostly in Estonian.