Learning Social Media at NWS GRRLearning Social Media at NWS GRR

Three Years of Interaction/ExperimentationThree Years of Interaction/Experimentation

The Purpose of NWS Social MediaThe Purpose of NWS Social Media

How can we best allocate resources to serve our customers?How can we best allocate resources to serve our customers?

Public Awareness: deliver “big Public Awareness: deliver “big picture” as well as the finer detailspicture” as well as the finer details

Forecaster Awareness: info sharingForecaster Awareness: info sharing Building/Strengthening PartnershipsBuilding/Strengthening Partnerships Utilizing the internet and wireless Utilizing the internet and wireless

commscomms Graphical optimization of weather infoGraphical optimization of weather info Increasing audience reach and Increasing audience reach and

maximizing message effectivenessmaximizing message effectiveness

Different Platforms for Different StylesDifferent Platforms for Different Styles

Twitter/Facebook/YoutubeTwitter/Facebook/Youtube

What are you trying to say?What are you trying to say? Who do you want to say it to?Who do you want to say it to? How can you say it most effectively?How can you say it most effectively? Single bullet/Rapid Fire: TwitterSingle bullet/Rapid Fire: Twitter Multi-Round Burst/Rapid Fire: Multi-Round Burst/Rapid Fire:

FacebookFacebook Saturation Barrage: YoutubeSaturation Barrage: Youtube

Know Your AudienceKnow Your AudienceHow “into” the weather is the general public?How “into” the weather is the general public?

Weather “weenies” are the coreWeather “weenies” are the core The non-weenie public is the majorityThe non-weenie public is the majority Strike a balance that serves bothStrike a balance that serves both Explain the jargon, simplify the Explain the jargon, simplify the

science science Stress the impactsStress the impacts Remember that most people just Remember that most people just

want to know “what will it do this want to know “what will it do this weekend”weekend”

Social Media AnalyticsSocial Media AnalyticsYoutube: in-depth informationYoutube: in-depth information

Social Media AnalyticsSocial Media AnalyticsTwitter: Rapid Update/Quick Dissemination of High Impact WeatherTwitter: Rapid Update/Quick Dissemination of High Impact WeatherSome of our “tweets of the week” from last year

Short-fuse updates on significant weather, forecast updates and “fun facts”.

Social Media AnalyticsSocial Media AnalyticsFacebook: Can be both quick updates or in-depth infoFacebook: Can be both quick updates or in-depth info

Social Media AnalyticsSocial Media AnalyticsFacebook: Audience Attention based on Impact EventsFacebook: Audience Attention based on Impact Events

Freezing Rain

Severe Weather

Easter

Social Media AnalyticsSocial Media AnalyticsFacebook: Tracking Likes/UnlikesFacebook: Tracking Likes/Unlikes

Social Media AnalyticsSocial Media AnalyticsFacebook: Individual PostsFacebook: Individual Posts

Active Weather PostingActive Weather PostingQuick Summary Graphic (general audience)Quick Summary Graphic (general audience)

Active Weather PostingActive Weather PostingQuick Update Graphic (general audience)Quick Update Graphic (general audience)

Quiet Weather PostingQuiet Weather PostingInformative Climate/Weather Graphics (core audience)Informative Climate/Weather Graphics (core audience)

Quiet Weather PostingQuiet Weather PostingInformative Climate/Weather Graphics (core audience)Informative Climate/Weather Graphics (core audience)

Quiet Weather PostingQuiet Weather PostingShow Cool Stuff the NWS Does (general audience)Show Cool Stuff the NWS Does (general audience)

Quiet Weather PostingQuiet Weather PostingIf all else fails: The Pretty Sunset Photo (general audience)If all else fails: The Pretty Sunset Photo (general audience)

All Weather is LocalAll Weather is LocalTake a Current Event and show a Local ExampleTake a Current Event and show a Local Example

Bringing Science to Social MediaBringing Science to Social MediaExamples: Ice Balls and The Polar VortexExamples: Ice Balls and The Polar Vortex

Stupid Headline Tricks*Stupid Headline Tricks**or “You Won’t Believe What Happens Next”*or “You Won’t Believe What Happens Next”

Rejected!Rejected!What not to post to Social MediaWhat not to post to Social Media