Measuring success. While the old analytics of monitoring website “hits” is hard to apply to the new concepts of Social Media, they can still provide you with important information regarding your agency hub. It’s important to have a reliable service that will accurately measure these important statistics.

Google Analytics

This full service analytics package from Google relies on an inserted Javascript snippet to be placed somewhere in your code. The service offers e-mailable PDF reports, long term statistics tracking, AdSense integration, and a slew of analytic variables. For WordPress blogs there are a number of plugins that will assist you in the code insertion as well as in dashboard tracking.

Service Cost: Free

Sitemeter

This service analytics package also relies on an inserted Javascript snippet to be placed somewhere in your code. The inserted code also inserts a small graphic that will link back to your analytics account so that your statistics are viewable if you leave them open to the public when you sign up.

Service Cost: Free for the Basic limited service, $6.95 per month for a Premium account

Woopra

This service analytics package relies on a Javascript snippet that makes regular server calls to the Woopra servers to allow for live visitor tracking in the downloadable desktop client. A truly live view of your site is valuable during sentinel events. The service has also been experimenting with a Live Chat feature, allowing instant two way communication with visitors. While the free package does not promote long term research, the value of live monitoring (and the possibility of live communication with visitors) can outweigh that slight inconvenience.

Service Cost: Free for up to 30,000 pageviews within a 30 day period, tiered pricing for higher traffic sites starting at $4.95 a month up to $179.95 a month

Related articles by Zemanta

• Web Analytics Showdown: Woopra vs. Google Analytics (businessbloggingtips.com)
• John Poz on Woopra, Blogging and Social Analytics (siliconangle.net)
• Tracking Blog Stats is Fundamental (mt-soft.com.ar)

One of the questions I seem to get quite a bit is how hard is it to write a blog post?

The short answer is that it is not hard at all.

The long answer is that, like a lot of things we do in public safety or public health, it is a process that you can become more proficient at the more you do it. Over the years I’ve refined my process with both major and minor changes that have optimized my work flow.

Here is the checklist style process that I am currently using for your reference with critical actions bolded:

Post Size-Up

• Determine the story that you want to tell in the post
• Title it
• Consider all the elements (photos, videos, etc.) you want to use to tell that story
• Estimate the appearance of the post on the spokes you want to use to spread it

Initial Blogging

• Write the post without regard for anything other than the essentials of your idea
• Once the essentials are down, go back and fill in additional detail where needed

Focused Editing

• Go back to your initial writing and begin editing
• Focus on the paragraph flow
• Read your post out loud. How does it actually sound? Edit the rough spots
• Focus on correct spelling and grammar usage
• Read your post out loud again. Does it sound the way you want your reader to hear it?
• Format and start placing your elements in your post including Strong and Emphasis tags to enhance your search engine optimization
• Read through your post to make sure none of your added elements break your flow
• Double check the proper spelling of names
• Double check links
• Does your title still work with the finished product? If not, re-title it
• Finally either publish or schedule your post for publishing

Published Examination

• Does your post appear the way you thought it would? If not, fix it
• Check all your links to make sure they are working
• Check your RSS Feed in your feed reader to make sure the post a) appears and b) still functions
• Is everything working? If not, fix whatever needs fixing. If everything’s perfect, have a large French Vanilla Ice Coffee light with cream and with four Splendas

While I find this to be the most effective and optimal process for myself, it may not be for you. Don’t be afraid to change something to make it work better from your perspective, but keep in mind the bolded critical actions you should take before, during, and after writing each blog post to assure yourself of high quality, authoritative, and trusted content.

There is a popular saying in the blogosphere, “Content is king.” While in many instances this is very true, what can also be said truthfully is that “Design is queen.”

Having a good set of design elements and creating an aesthetically pleasing experience for the end user is not always the highest priority of content creators. Still, it is not something that should be overlooked because the truth is that the quality of a design is an initial indicator of an the content creator’s credibility as an authority on the subject matter.

Here is a list of some simple tips when designing the look and defining the usability of your Agency Hub:

Design Elements

• Colors
• Content
• Font
• Layout
• Navigation
• Usability

Colors

• Learn the basics of color theory
• In order to determine compatible colors, reference a color wheel
• Your primary content area should have a light color background with a dark color font
• Your hyperlinks should be a different color than the rest of your text
• Blue is considered the best color for links (it is what Google and the vast majority of the web uses)

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Content

• The primary content area should be in the center of the screen
• Subscription methods to dynamic content, either RSS Feeds or E-Mails, should be visible “above the fold”
• Your content should not look like an ad
• Your main content area and sidebar content areas should be clearly defined
• There should be slight style differences between the main content area and the sidebar content area
• Images in content should be aligned and buffered with white space

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Font

• Choose a basic font (ex. Times News Roman, Arial) that is compatible with all browsers and mobile devices for content
• The font size should be a minimum of 12 points to be sure it is readable on all display types
• When using specialized fonts (ex. Igloo, Airwolf) for titles convert the titles into graphics

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Layout

• Main content areas should be the widest container on the page
• Sidebar content should not extend past the main content area
• Sidebar content should have a different background color than the main content area, even if it is just a shade or two different
• Layout should be scaled to a 1024X768 screen resolution, but be mindful that there are both bigger and smaller resolutions being used so centering your site will help maintain the focus on your main content area
• Featured content should be in a clearly marked area above the fold

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Navigation

• Navigation for the entire site should be visible “above the fold”
• Navigation should maintain the same location throughout the site layout
• Navigation should be easily readable as both active and visited links
• Navigation should be clear and concise
• If possible, utilize “breadcrumbs” in your navigation menu so users know exactly where they are on your site

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Usability

• Your site should be “browser friendly” and not coded for one specific browser or another
• It is important to understand that both Javascript and Flash elements may not be viewable by all users
• While Flash based sites are fancy and eye appealing, mobile users, in all likelihood, will not be able to view anything since the majority of mobile platforms currently do not support Flash
• Form labels on your site should be placed above the field
• Blue is considered the best color for links (it is what Google and the vast majority of the web uses)
• White space between elements helps declutter a site and improves viewer understanding of content differences
• The majority of users are “ad blind” and will not only not “see” an ad but also anything that looks like an ad so be sure that your content is not too similar to an ad

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Podcast: Play in new window | Download

Yesterday morning my Twitter stream lit up with breaking news reports of an explosion at a Power Plant under construction in Connecticut. In this short screen cast I show how a Google Search and Advanced Twitter Search can be used to gather real-time incident intelligence from people at or near the incident.

When initiating my search I made a critical error. See if you can catch it.

This technique could be useful to:

• Hospitals preparing to receive casualties
• Administrators trying to determine how many off-duty personnel to call in
• Emergency management officials making decisions about opening a county or regional IC
• Selecting which shelters to open or close

How else could you use Google search, Google Alerts, and Advanced Twitter Search for social media intelligence gathering?

One of the most valuable aspects of Social Media is its ability to spread a message both near and far. In order to effectively do that an agency needs to create a Social Media message their consumers can easily become passionate about.

The 5 Basics For A Passionate Message

The real key in creating passionate Social Media consumers is in the message. There are 5 basics that your overall message should follow in order to foster a sense of passion amongst your community…

Target Your Message To Your Community’s Interests

Just as the easiest way to reach an audience is to go where they already are, the easiest way to get your community interested in your message is to tailor it to their interests with something of unique use to them. It is important to understand the community perspective, be able to ignite their passion, and at the same time be both useful and entertaining in order to get your message out there.

Action Item: Consider what the goal of your message is and make a list of 5-10 specific interests from the viewpoint of your community. Identify the broadest one and tailor your message to that one specifically first before addressing any others.

For the #SMR2009 contest we understood that our audience was interested in Social Media itself. Therefore we tailored our message and the event itself around that interest.

Create A Clear Quick Action In Your Message

Both ease and convenience of action is vital. Most media consumers today do not have a long attention span and have even less patience when being asked to do something that is diverting them from what they want to be doing. Your message can be moving, fill them with a need to act, and light the passion in their hearts… but it will be for nothing if they are then blocked from decisively acting quickly. By removing as many barriers you can there is an increase in a chance of success of meeting your goal, whatever it may be.

Action Item: Define a clear action that you want your message to direct to. Make sure it is an action of relative ease and preferably one they perform without navigating away from the message.

For the #SMR2009 contest we created a clear path of action for both nominations and voting. We included specific platform instructions and accommodations for Twitter since we know that a large portion of our audience utilizes it, and made the actions as easy as possible by providing both a sample nomination via Twitter and an in page nomination form.

Utilize Multiple Media Formats

What media formats will work best for your message? Will it be in an entirely written format or will you be able to use images as well? What about video and audio? Whatever formats you choose to use, be sure that they are also embeddable and usable by others. Allowing others who are passionate about your message to embed a video, audio, graphic, or even the written word on their own will only help you to reach a wider audience. This is your ultimate goal, and enabling your passionate consumers to reproduce your efforts is vital.

Action Item: Look at your different spokes and make a note of what offers the ability to embed content as opposed to what does not. Whoever allows embedding, create a piece of media for that platform, and then embed that piece of media as part of your message.

For #SMR2009 we did not use any embeddable media. This was a conscious choice we made because of the wide scope of platforms we were dealing with. You can see this idea in action at the #FCBLOG09 Contest hosted by FireCritic. Towards the bottom of the page he not only is providing graphics for use on other blogs, but he is also providing the HTML code so they can easily cut and paste it.

Centralize Your Goals

So just how much can you really fit into 140 characters? Chances are your message and the call to action will exceed that limitation. This is why either a blog post or a page to direct your community to is vital. A blog post has the advantage of being transmitted via RSS, but a page has an advantage when it comes to long term search engine results.

Action Item: Centralize your message and action onto a page (if you’re blog platform allows pages that is), author a post about it, and link to the page via your other spokes.

For #SMR2009 we had a page with all the rules and forms as well as a blog post with the Quick Rules linking to the page. All of our Twitter and Facebook mentions specifically linked to the page.

Believe In Your Message

Your belief in your message will be evident by the actual effort you put into it. The absolutely worst thing you can ever do is to leave out a step or a stage in limbo. Have a clear cut schedule as to what needs to be done by when, and then stick to that schedule. Worried about unforseen circumstances for a step you may need to manually do? Build yourself a little bit of a cushion but announce that up front in the time table.

Action Item: Use Google Calendar or another time/task keeping tool when planning out your campaign. Be realistic in the planning stages so that your delivery does not falter.

Going into #SMR2009 we had a specific timetable set-up. We were providing 10 days of nominations along with 10 days of voting (we actually provided 12 days of voting but subtracted the Christmas Eve and Christmas Day holidays from the equation) which we initially thought would be enough time to both get the results from the Judges AND privately ask the Finalists for a blurb for the voting page. Due to the high volume (and uber-quality) of the nominations, we extended the judging time but this didn’t allow us to speak to the Finalists prior to the official announcement which still went off on time.

One of the important aspects of a Social Media presence is your ability to measure its effectiveness in achieving your end goal.

Twitter is considered to be the current rock star of Social Media. Having such fame, it will inevitably end up as a potential spoke for your Social Media Hub. It therefore becomes important to be able to measure its effectiveness.

Defining Twitter Success

While most “experts” and “gurus” will say that the key to success in Twitter is having a large number of followers, I’m telling you that isn’t the case. The quality of your followers is much more important than the number of followers you actually have. Sending dynamic messages (with links to articles, photos, etc.) with good content will cause engaged followers to retweet your messages and engage you and your agency in conversation. There is more value in these types of Twitter activities than just sending non-dynamic propaganda.

This becomes evident when you begin looking at these three free analytic tools that will help you determine the effectiveness of your Agency on Twitter:

TweetStats

This is a very simple tool that measures the number of tweets your account sends out on a monthly basis, as well as the density of messages and their times sent over the course of a week. The tool also gives you insight into the top ten users you have retweeted and who have “@” messaged you. While the analytics aren’t deep, this is a great little tool to measure just how much your Agency uses Twitter, and to be able to quickly spot any gaping holes in your Twitter messaging approach.

Twitalyzer

This is a more advanced tool for analyzing your effectiveness on Twitter. Twitalyzer breaks your statistics down into 5 groups: Influence, Signal, Generosity, Velocity, and Clout. Twitalyzer breaks down your activity on Twitter, coupled with the activity of your followers, and is able to develop a better picture of your account than just counting the number of followers you have. Twitalyzer excels as a tool used over time. I would recommend analyzing your Twitter account once a week on a set day, and once a month of analytics has been recorded you can look at the changes in a time based analysis.

Twitter Analyzer

This is by far the prettiest user interface of the bunch. Twitter Analyzer provides you with a slew of statistics including your Popularity and Reach. However the real hidden jewel of the service is showing you the number of your followers who were recently online using Twitter. This is a hugely important statistic to know and understand, because the truth is the number of your overall followers are less important than the number of your engaged followers when you send out a Tweet.

A common feature for the Hubs of Emergency Response Agency websites is badges and buttons that link to the agency spokes. Remember some of the spokes you can link to from your hub include:

• Facebook
• Twitter
• YouTube
• Flickr

Twitter has a set of buttons available as a link from the Twitter Goodies page. Adding a Twitter button is as simple as copying the HTML code associated with button and pasting it into a widget, sidebar, post, or page.

View this screencast for a quick demonstration on how I added the Twitter button to this post.

Once your Agency has established a blog, it is important to create fresh content so that its growth does not stagnate. Otherwise it eventually will suffer from dystrophy and become useless.

There are many different ideas and theories regarding ideal posting frequency and the posting day/time. This is something you can decide best practice by performing an analysis of a blog’s analytics. As a simple guideline for any Agency to use before such a study is conducted, our recommendation is a minimum 3-4 posts a week published between 7:00am and 9:00am local time for general posts. Breaking news and alerts should be posted as promptly as possible.

Here are 7 types of blog posts agencies can create to fulfill that type of obligation:

• News – Share the latest news from inside your organization as well as current trending issues in the community and how it can potentially affect your organization
• Educational – Every month and week of the year has awareness campaigns built around them, as the Safety Observances 2010 list and 2010 Health Observance Calendar shows. You can use these calendars to prepare content in advance and spread awareness through your community
• Celebratory – Celebrating jobs well done, agency successes, and highlighting positive effects is a great way to communicate value to your community
• Promotional – Promote a new or long standing service, safety program, or event by providing an in depth look using both words and images
• Preparational – Prepare both the residents and responders of your community for potential disasters that are specific for your region through blog posts on a seasonal cycle
• Alerts – Alert your responders and community to impending disasters, such as a potentially damaging storm front or budget cutting legislation that will negatively affect service delivery
• Linking – Share links to news items, situation updates, and important information that will affect your community

Whether you are using your blog as a hub for your online presence or not, keeping it well updated and a resource for your community is a must. Utilizing these simple blog post types should be able to keep you blogging all year long!

Which blog post type (from above or your own) do you think works best for your agency?

Download – Safety Observances 2010

Social media is a dynamic and rapidly changing field. I encourage social media PIOs to learn from social media users and advocates in other sectors and industries. An easy way to do this is to friend some of the best social media advocates on Twitter. Then use Tweetdeck to set-up a column for this group of select users. A few people I follow and recommend to others include:

@AmberCadabra
@chrisbrogan
@copybloger
@garyvee
@GuyKawasaki
@JimKukral
@problogger
@Skydiver

I have followed @WendyMaynard for many months now and applied many of her marketing and blogging ideas to my web projects. She also teaches clients about social media. She has shared a presentation, Social Media Boot Camp, that I think is excellent and advocates many of the same concepts we discuss in the social media PIO boot camp. I also think her use of PowerPoint is outstanding. You are likely to learn a lot by viewing her slide deck.

Josh Hanagrane wrote an interesting post at CopyBlogger titled Blogging Is A Dialect: Do You Speak It? While the post is deeply involved with discussion about dialects, language, and that successful blogging = relationships, there is a simple and important point that needs to be understood and more importantly practiced.

Communicate in Social Media using “plain english”.

One of the major directives in the Incident Command System (ICS) is that responders and providers use common terminology or “plain english” in communicating with one another. This practice is meant to avoid misunderstanding while operating with providers from other agencies and possibly other geographical areas areas.

The same can be said about Social Media. While your target audience may understand specialized language, acronyms, and regional slang it is important to remember that they will not be the only ones looking at what you create. Not communicating using common terms will limit the ability for your message to be understood by a broader audience.

Try to keep your Social Media simple and uncomplicated.