Via @StateDept’s FY 2018 Annual Performance Report | FY 2020 Annual Performance Plan (PDF/p149)
Key Indicator: Number of engagements generated by ShareAmerica content delivered to impact targeted narratives
Indicator Analysis. The Department is moving to align its content production more closely with trending social media narratives in target countries on Administration priority issues. Achieving this will require reallocation of internal resources and development of new editorial procedures. Because significant changes to IIP’s organization/mission are in the process of being implemented, IIP is unsure of the future of this particular indicator, and are not able to provide out-year targets at this time. While ShareAmerica will continue to operate, the direction and methods of evaluation for the program may be impacted.
A recent content team effort illustrates how this new editorial model can work. More specifically, the team:
• Employed analytics tools to monitor African conversations on the subject of Chinese aid. More specifically IIP sought to determine whether/how Africans drew distinctions between Chinese and American efforts;
• Identified key narratives and even phrases (“Debt-trap Diplomacy”) gaining traction in selected English, French, and Portuguese-speaking African nations and audience segments most likely to engage in those narratives;
• Developed content specifically tailored − down to the headline (“How U.S. aid avoids ‘debt-trap diplomacy’”) − to impact those narratives by contrasting development aid best practices with those that enmesh recipients in debt. IIP did not specifically address Chinese aid, but knew from our research that the target audiences could connect the dots; and
• Created Facebook and Twitter advertising campaigns (total expenditure: $1,000 total, or $8 per day/platform in each country) specifically targeting the audience segments identified during research phase.
• Digital analytics measure “post momentum” (engagement rate over previous 24 hours) at 76 times above average;
• 74 percent of respondents clicked-through to read the article;
• Fully 10 percent of respondents shared the article to their own social feeds, shares being the highest level of engagement and clearest indicator of success; and
• Facebook campaign (reach: two million) netted useful benchmarking data, allowing more precise, and inexpensive, future targeting for message reinforcement.
Indicator Methodology :
ShareAmerica content is meant to be distributed primarily on social media. IIP will assess whether social media audiences are finding the content engaging and interesting on those platforms. As a proxy for link clicks and for an engagement metric usable for a large set of articles, IIP will look at the total number of social media engagements (retweets, shares, likes, and comments) on Department ShareAmerica social media posts.