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Social Media and Consular Affairs
March 2, 2012
U.S. Embassy Website
Why do people come to the Embassy website?
Visas #1
U.S. Embassy Facebook
Visas #1 issue
What is social media?
Social media is a collection of web-based or mobile technologies that turn communication into an interactive dialogue or multilogue
Consumers also become producers Peer/friend recommendations Content is easily shared
Overview of Social Mediain Pakistan
TV, Radio, and Newspapers Still Rule 22 million with Internet Facebook – 6.2 million Twitter – 3 million YouTube – 7 million Facebook, Twitter, YouTube, Blogspot, LinkedIn all
in Pakistan’s top 10 most visited sites.
Important Uses for Social Media
Increase fan-generated advocacy for U.S. policy and initiatives. Fan-generated advocacy usually has greater credibility, resonance.
Increase fan-generated defense of the United States. Increase awareness of U.S. programs in Pakistan Enhance Customer Service (facilitating customer
needs through proactive and reactive communications)
Important Uses for Social Media
Get messages out to a broad audience (i.e. tech, savvy youth on Facebook, well-connected, older influentials on Twitter)
Correct the record quickly Monitor and report on critical topics Measure the engagement
New Social Media Strategy
Show, Don’t Tell Strategy – Emphasis on Photos and Videos
Increased Urdu and Pashto Content Consistent Posting and Engagement – social media
strategy and schedule coming Limited Facebook ad buys Training other sections to answer questions, get involved
How are we doing?
Baseline - Growth of platforms
Consular Issues
Urdu Visa Video
Phillip Urdu Visa Video
11,328 Pakistanis saw this on Facebook
2,000 plays on YouTube
Pashto Visa Video
Rebecca Visa Video
12,190 Pakistanis saw this on Facebook
1,600 plays on YouTube
English Visa Video
Jason English Visa Video
13,257 Pakistanis saw this on Facebook
1,600 plays on YouTube
Examples of Social Media
What We Need from Consular
Consistent engagement – admin (direct) vs. e-mail (collected questions)
List of FAQs we can post and refer to save time Possibly a list of 30 short tips for visa applicants
for Twitter More ambitious - a moderated 1 hour webchat 2 X
per month
What We Can Offer Consular
Training on engagement Promotion of your engagement activities Detailed weekly or monthly reports providing
metrics on your engagement across all social media channels
Agenda
Why Should the Embassy Care About Social Media?
Social Media Overview Features How Public Affairs is Using Social Media
Free Analysis Tools
Why should the Embassy care about Social
Media?
Traditional Media in Decline
Books, newspaper, music, TV networks
24 of the 25 largest newspapers are experiencing record declines in circulation
Information Explosion
Identify and Follow Influential People
PROTESTS!
Disaster Response
Proactive Engagement/Containment
Spot Trends Before the News
Spot Trends Before the News
Follow Discussions
If Facebook were a country, it would be the third most populated in the world behind China and India
#1 or #2 most visited site in Pakistan
850 Million
Facebook Looks
Show, Don’t Tell Strategy
Best content engages users and tells them how your services interact with their lives
People connect to people, not numbers Images and videos rule Quotes and testimonials
Photo Galleries
Virtual Exhibits
Exchange Programs
Commenting
Tagging
Sharing
Facebook Polling
Facebook Insights
“What are you doing?” in 140 characters 500 million registered users 33 billion tweets per day #9 most visited site in Pakistan
Most important tool in analyzing real-time discussions Older, more influential – journalists, bloggers, academia Average age is 39 years old
Tweet Breakdown
Twitter Progress
We started by listening (issues, tone, etc.) Analyzing conversations Now trying to be more influential, more proactive
Twitter Reach
Adding Influentials Last Week
Twitter – NATO Images and Videos
Follow DiscussionsEngage in Discussions
YouTube
Video-sharing social media site - Upload, view, and share videos. 7 million users in Pakistan - #3 Site in Pakistan
4 billion videos played per day Over 1 trillion plays in 2011
USAID Projects
Educational Programs
Social network focused on connecting professionals with the purpose of sharing information and opportunities
Audience – 120 million #10 most visited site in Pakistan
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