Relevance

Giving DCA a public face, voice, and opportunities to express our mission and value

We build and maintain relevance by sending our message to the public and observing responses. Our relevance in the public sphere is crucial because we want to ensure that the public knows what we do and why we do what we do. Increasing our relevance means helping the public connect the dots between what we do and the impact of our work as a department.

Tweets, Retweets and Mentions: Post Quantity vs Reach

Our relevance can be indicated by the number of people who interact with our online face by responding from their account. The reach metric is critical in our assessment of relevance. The reach of a post is indicated by the quantity of users who see any given post in their news feed. On Twitter, posts appear in news feeds when the users follow the author of the original content. Additionally, posts appear in the news feed when individuals they follow interact with a post by retweeting, mentioning, favoriting, commenting, etc.

There is a strong correlation between the quantity of posts produced, the quantity of responses from the public, and the resulting reach of the original content. By comparing the quantity of tweets to the respective mentions and retweets, we see that more tweets precipitate more responses.

A retweet or mention sends the original message from @Culture_LA to the user’s followers. Reach increases as more users retweet and mention the @Culture_LA content. The graph below compares the quantity of those actions with the resulting reach.       

 

Recommendation:

Focus on content creation and regular content releases. As @Culture_LA produces more content, and more regularly, the more followers interact and greater reach is achieved.

Top Influencers: Building PR Partners

When a user retweets or mentions another account in a post, this post goes into the content feed of this user’s followers. Getting a retweet or mention from an influencer — a user with a large following and has an interest in sharing our content — leads to more exposure for @Culture_LA. The post content can also encourage other users to respond.

These graphs display the total number of retweets, favorites, and replies to the @Culture_LA tweets during two Twitter parties: City Lab 2014 and Arts Day LA. (To learn more about advocacy-specific impacts of Twitter Parties, read our visibility analysis.)

Tweet 3 from #ArtsDayLA Twitter party and Tweet 12 from #CityLab2014 Twitter party stand out with the most in terms of total responses to our Tweets those respective days. By looking closer at these two instances we can see content similarities.

Both of these tweets complimented the mayor and mentioned his Twitter account @ericgarcetti in the posts. Content concerning the mayor is apparently popular, especially when it is retweeted by the Mayors Office @LAMayorsOffice.

Recommendation:

Coordinate content releases with our established influencers. As importantly, identify other potential influencers. Build relationships with them by observing the content they are interested in sharing. Reach out to them by @mentioning them or over email to alert to them the release of content potentially of interest to them.