1. 1 By Erik Heden NOAA’s National Weather Service Binghamton NY Forecast Office National Weather Service Binghamton Increasing Your Social Reach On Facebook

2. 2 Binghamton, NY WFO Facebook History Started an office Facebook Page in July 2011.Started an office Facebook Page in July 2011. 2,000 Fans by the following Spring.2,000 Fans by the following Spring. Over 1,100 new “likes” with a tornado outbreak in July 2012,Over 1,100 new “likes” with a tornado outbreak in July 2012, Just shy of 5,000 new “likes” during Sandy.Just shy of 5,000 new “likes” during Sandy. Usually in the top 5 for most “talked” about and “liked” page in the entire National Weather Service.Usually in the top 5 for most “talked” about and “liked” page in the entire National Weather Service. Reached 20,000 Likes in March 2013.Reached 20,000 Likes in March 2013.

3. 3 Binghamton, NY WFO Facebook And Operations (1) Social Media Focal Point.(1) Social Media Focal Point. Nobody is required to post on Facebook. We do assign a social media person during active weather if staffing allows.Nobody is required to post on Facebook. We do assign a social media person during active weather if staffing allows. We have around 5 people that actively post, and another 3 that post on occasion. (Wide Variety)We have around 5 people that actively post, and another 3 that post on occasion. (Wide Variety) Our goal is to make 1 to 3 posts a day, but always try to make at least (1) of these posts during the evening.Our goal is to make 1 to 3 posts a day, but always try to make at least (1) of these posts during the evening. We use active weather opportunities to promote the page. Active weather is the time for your page to shine!We use active weather opportunities to promote the page. Active weather is the time for your page to shine! Social media presentations made to the staff about 4 times a year. Topics include highlighting what to post and how it can help operations, etc.Social media presentations made to the staff about 4 times a year. Topics include highlighting what to post and how it can help operations, etc.

4. 4 Facebook Lessons Learned Appeal to a wide audience, not just the weather community. Be clear with your language/graphics.Appeal to a wide audience, not just the weather community. Be clear with your language/graphics. The time you make a post is important 5 PM to 7 PM and just before 7 AM seem most popular.The time you make a post is important 5 PM to 7 PM and just before 7 AM seem most popular. Graphics are king. Try to include them if they add value. * Graphics still create the most engagement, but FB changes are allowing straight text posts to reach more people. More info to follow.Graphics are king. Try to include them if they add value. * Graphics still create the most engagement, but FB changes are allowing straight text posts to reach more people. More info to follow. Engage your audience. Ask for help, ask for information, ask questions. Create contests.Engage your audience. Ask for help, ask for information, ask questions. Create contests. During active weather, having 1 person dedicated as the social media person works best.During active weather, having 1 person dedicated as the social media person works best. By maximizing your reach on Facebook, you have the best chance to realize benefits in operations. It may take time to see the benefits!By maximizing your reach on Facebook, you have the best chance to realize benefits in operations. It may take time to see the benefits!

5. 5 How Facebook Works It’s all about the newsfeed. People view your content through your newsfeed, not by going directly to your page.It’s all about the newsfeed. People view your content through your newsfeed, not by going directly to your page. EdgeRank is an algorithm to determine how your content shows up, if at all, in the newsfeeds of your fans.EdgeRank is an algorithm to determine how your content shows up, if at all, in the newsfeeds of your fans. Affinity: How much interaction does a person have with your page. Do they just like your page, or do they interact with you at all?Affinity: How much interaction does a person have with your page. Do they just like your page, or do they interact with you at all? Weight: How much interaction does your content have (likes, shares, comments). The more likes, shares, or comments a post has, the more people will see it.Weight: How much interaction does your content have (likes, shares, comments). The more likes, shares, or comments a post has, the more people will see it. Recency: How fresh are your posts? Old posts, don’t show up as often. Keep it fresh.Recency: How fresh are your posts? Old posts, don’t show up as often. Keep it fresh.

6. 6 How Do We Do This? Content Think Social Be Current

7. 7 Graphics straight out of AWIPS hard to understandGraphics straight out of AWIPS hard to understand Cities/States? Where am I?Cities/States? Where am I? What image am I looking at?What image am I looking at? What point are you trying to convey?What point are you trying to convey? Content 7

8. 8 Image From AWIPS But Not As BusyImage From AWIPS But Not As Busy Borders Stand outBorders Stand out Geographic ReferencesGeographic References Convey A MessageConvey A Message Content

9. 9 Content

10. 10 Standard templates to show rain, snow, wind totals, etc.. Link to PNS for more info Link to PNS for more info Content

11. 11 Think Social Time Of Day Is Important 6:37 AM 5:02 PM9:50 PM 26,688 Reached 27,328 Reached 12,200 Reached

12. 12 Increase engagement whenever possible - using terms such as click “like” or “share” - using terms such as click “like” or “share” Think Social Most “liked” post ever with over 1,100 likesMost “liked” post ever with over 1,100 likes

13. 13 Ask fans to help by SHARING to gain a wider audience Think Social Most “shared” post ever with over 4,000 shares.Most “shared” post ever with over 4,000 shares. Use this to increase your dissemination of important information.Use this to increase your dissemination of important information.

14. 14 Engagement by asking what is happening Think Social This post reached the most people during Sandy at just shy of 8,000.This post reached the most people during Sandy at just shy of 8,000.

15. 15 You don’t have to wait for a big storm to ask Think Social Questions can range from how much snow or rain do you have, to how cold were you.Questions can range from how much snow or rain do you have, to how cold were you.

16. 16 Engage the audience “fill in the blank” Think Social

17. 17 A quick picture or video of any weather in our area is very popular A quick picture or video of any weather in our area is very popular Think Social

18. 18 Over 1400 “Likes” for the winning photo picture 2012 Winner Think Social Photo Contest - Photo Contest - Engages Fans - Keeps you relevant during quiet weather

19. 19 During especially active weather (big snowstorm, severe weather outbreak, etc…) this is your chance to increase your fan base dramatically.During especially active weather (big snowstorm, severe weather outbreak, etc…) this is your chance to increase your fan base dramatically. Leading up to and through the event itself, you can actively get out your message.Leading up to and through the event itself, you can actively get out your message. After the event, your increased fan base will give you a greater chance at reaching a larger audience for future events.After the event, your increased fan base will give you a greater chance at reaching a larger audience for future events. The results are a wider audience to receive our message (protect life and property) and increased information coming back into the office (situational awareness).The results are a wider audience to receive our message (protect life and property) and increased information coming back into the office (situational awareness). Be Current

20. 20 July 26 th Event This graphic was shared over 1,000 timesThis graphic was shared over 1,000 times Be Current

21. 21 July 26 th Event 1,598 new “likes” for the period 7/25 through 7/281,598 new “likes” for the period 7/25 through 7/28 We became the most “liked” page in Eastern Region on July 27thWe became the most “liked” page in Eastern Region on July 27th 1,181 new “likes” on July 26 th alone1,181 new “likes” on July 26 th alone Be Current

22. 22 Sandy Standard templates, were very effective at getting out an early message Be Current -Most “talked about” post -- Over 800 “shares” -Most “reached” post -14 posts that reached over 6,000

23. 23 Sandy 4,921 new “likes” for the period 10/24 through 10/30.4,921 new “likes” for the period 10/24 through 10/30. 2 Straight days with over 1,000 new “likes”.2 Straight days with over 1,000 new “likes”. Became 5 th most liked page in the NWS. Became 5 th most liked page in the NWS. 1,481 new “likes” on October 28 th alone.1,481 new “likes” on October 28 th alone. Most “likes” in a single day.Most “likes” in a single day.

24. 24 Drawbacks Be prepared for criticism and negative comments. -We can’t delete comments such as these (thick skin).

25. 25 Drawbacks The vast majority love us.

26. 26 Drawbacks People will self police

27. 27 How We Benefit What is happening now? Photo of a wall cloud forming. We also had video of this Photo of a wall cloud forming. We also had video of this

28. 28 How We Benefit Aerial photos that aided in a storm survey This photo helped to pinpoint where a survey should take place This photo helped to pinpoint where a survey should take place

29. 29 How We Benefit Reports of hail posted to our wall for September 6 th, 2012

30. 30 How We Benefit Flash Flooding 9/18/2012 Sullivan County NY

31. 31 Don’t Forget About The Media Real time reports assist us in our warning decisions.Real time reports assist us in our warning decisions. Helps forecasters gauge how severe a storm is.Helps forecasters gauge how severe a storm is. Local News Media often asks followers to tell them what they are “seeing”Local News Media often asks followers to tell them what they are “seeing” Often, TV meteorologists will ask for specific reports on what is happeningOften, TV meteorologists will ask for specific reports on what is happening. A Local TV Station received 100 comments in 10 minutes after a request for snow totals was put out.A Local TV Station received 100 comments in 10 minutes after a request for snow totals was put out. Over 300 comments were posted to in just one hour!Over 300 comments were posted to in just one hour!

32. 32 Ask your fans for exactly what you want and how you want it reported Asking For Storm Reports

33. 33 Remember with the trend toward text reaching MORE people, a text only post asking a question can a very good for getting information into operations. Asking For Storm Reports

34. 34 Final Word On How Social Media Helps When was the last time you received 100 storm reports in the middle of the night?When was the last time you received 100 storm reports in the middle of the night? This was posted at midnight.This was posted at midnight. Over 100 comments, almost all of which were direct reports.Over 100 comments, almost all of which were direct reports. Helped to verify what was happening when we didn’t know!Helped to verify what was happening when we didn’t know!

35. 35 Summary Have good content, think social, and be current. You need to be relevant in the newsfeeds of your fans.Have good content, think social, and be current. You need to be relevant in the newsfeeds of your fans. The time you make a post is important. Early evenings are the best time to post. Don’t forget the end of the midnight shift! (7 AM).The time you make a post is important. Early evenings are the best time to post. Don’t forget the end of the midnight shift! (7 AM). Graphics are still king for engagement. * Images get more engagement, text reaches more people. Mix it up! Think variety ! Remember to keep the message clear (what is the weather story > one image)Graphics are still king for engagement. * Images get more engagement, text reaches more people. Mix it up! Think variety ! Remember to keep the message clear (what is the weather story > one image) Engage your audience. Ask for help, ask for information, ask questions. Create contests.Engage your audience. Ask for help, ask for information, ask questions. Create contests. During active weather, having 1 person dedicated as the social media person works best.During active weather, having 1 person dedicated as the social media person works best.

36. 36 Erik Heden erik.heden@noaa.gov Meteorologist Erik Heden eheden erik.heden@noaa.gov National Weather Service Binghamton Increasing Your Social Reach On Facebook