This week we have been asked to choose an organization, I have chosen Queensland Health, and to perform a social media analysis using social media monitoring tools. Additionally we have been asked to report upon our experience in using the tools and to offer any recommendations / insights we might have to offer to the organization we have analysed.
Who are Queensland Health?
Queensland Health is the government department responsible for operating and administering the public health system of the Australian State of Queensland. Australia is lucky to have a free public health system that takes of the health needs of the around fifty percent of Australians who do not have health insurance, according to the Australian Bureau of Statistics. This means that Queensland Health looks after the health concerns of around eleven million people.
Social media statistical analysis of Queensland Health
The tool I chose to analyse Queensland Health with was Facebooks link to “Likes”:
This tool gives us a break down on the number of likes the Facebook page has received as well as the number of people who are talking about the page, via summary totals and a timeline line graph.
With 3,023 likes for an organization that serves 2,300,000 people that breaks down to a 0.13 percent approval rating. This could be interpreted as saying that one in every 1,000 of the people who use the service actually approve of the organization enough to like it on Facebook. But this statistic needs to take into account how many Queenslanders actually use Facebook. According to Frank Media Social Media Statistics Australia as of April 2013 there were 11,489,380 Australians using Facebook. That means that roughly half of all Australians use Facebook and we can therefore presume that roughly half of all Queenslanders use Facebook. So we can therefore say that 1 in every 500 Queenslanders, who actually use Facebook and the services of Queensland Health, actually like Queensland Health enough to like it. A pretty appalling statistic, but far less appalling then when I used the population of Australia as the population of Queensland for my calculations, but that doesn’t take into account the number of Queensland Health clients who use Facebook who haven’t discovered the Queensland Health page yet. You will probably let out a sigh of relief when I tell you that I do not have an actual statistic for that so therefore my lengthy analysis of a single statistic ends.
Next I would like to examine the timeline line graph of likes per week and number of people talking about this page / organization between August 16, 2013 and September 14, 2013. One of the clearest trends is the steady increase in both likes and people talking about Queensland Health over this time frame. This may well simply be due to a steadily increasing number of people discovering the page over time. This does not, however, explain the sharp increase experienced for both statistics between the 27th of August and 3rd of September. In examining events that occurred around the beginning of this sharp rise in activity I found that, from the 28th of August, there were posts on Queensland Health’s Facebook page about an outbreak of STEC (Shiga toxin-producing E. coli). Additionally, I remember these reports being broadcast on free to air television and it appears to be the case that concern regarding this outbreak lead to a social media search, and conversations about, this health risk. The spike in popularity continued up until 3rd of September when concerns regarding the outbreak appear to have abated.
My views on the use of existing social media analysis tools
In this post I have used only a single, relatively simple, analysis tool and yet I have very quickly run out of words. Statistics do not exist in isolation and must always be extrapolated upon by comparison with additional relevant statistics. We thereby end up with a reliable, powerful tool that allows us to analyse both successes and failures and to take action upon this critical information.
In offering advice to Queensland Health I would first say that they should take heart that their public awareness campaigns are effective, as the STEC outbreak and resultant interest in their Facebook page illustrates.
To build their social media following I would suggest that they promote social media presence more via traditional media (television, radio, etc). I would also say that they appear to be moving towards a cohesive strategic use of social media, it is especially good to see that they promote their social media sites via their webpage.
Your input is valued
So a slightly longer post this week. Apologies to anyone who found it a bit long winded, but I do love getting into statistics.
Any input would be most welcome.