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I-70 Tanker Fire

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David Perkins
David Perkins

Our social media posts about the I-70 tanker fire helped spread information about the incident to over 500,000 people. We maintained hourly updates with useful media like maps, which were shared 2,000 times on Facebook and featured on news channels. While initial reach was highest on the day after the fire as people shared our posts, likes on Facebook continued increasing until July 3rd as more friends saw shared posts. Our Twitter posts earned over 334,000 impressions, twice Facebook's reach, averaging around 47,800 impressions per day.

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1 I-70 Tanker Fire: Social Media Report David Perkins This report will account for Twitter and Facebook activity following the Ethanol fire under I-70 East on Wednesday June 1st , 2015. The fire happened early in the morning and created a lot of media traffic to ODOT because of the events correlation to the highway. Much of the attention was directed toward District 6’s social media pages as we gave live updates of the incident. Our strategic messaging and updates on the situation helped our credibility and inspired 430 people to like us on Facebook and 225 people to follow us on Twitter. I will now help illustrate how the proper handling of this event on social media helped spread the word and reach over 500,000 people. This chart is complex, but the facts break down easily. We maintained hourly updates on the event and created useful media such as the maps shown below. Media driven posts that were both timely and informative magnified the reach of our network. The maps and videos that we posted were featured on multiple news channels and were shared on Facebook around 2,000 times.
July 6, 2015 1-70 TANKER FIRE: SOCIAL MEDIA REPORT[ ] 2 Facebook Sharing is the ideal action that someone can make. It guarantees that their friends will see the message while our native posts may never make it onto someone’s feed even if they follow us. Having more people see the post will lead to more traffic on our page. As we can see, most of the shares were on the day of the accident, but the likes kept increasing until July 3rd . This is because of people sharing the posts to their pages, and their friends Liking it from there. This should help illustrate how important it is to create material that is sharable by making clear, high quality posts The posts reach is also affected by the sharing of our posts. Our highest reach was on the day after the accident and not actually on the same day. The first day had a reach of over 60,000 people, and when they shared their material their posts were seen the next day by their friends. Our top post of the week was on June 2nd and it was multiple detailed detours for getting around the crash.
July 6, 2015 1-70 TANKER FIRE: SOCIAL MEDIA REPORT[ ] 3 Twitter The analytics of twitter are not as strong as Facebooks. Our tweets earned 334.4K impressions, almost twice the reach of Facebook, over this 7 day period averaging around 47.8K impressions per day. Engagement rate: (# of actions /# of impressions) A 1.3% engagement rate may not seem high, but for the number of followers we have that is still around 4,300 people who engaged with our posts in some way. Link Clicks: These are the number of people who clicked on the links embedded on our post. The vast majority of these clicks will be to expand the images that we posted online. Retweets: The number of people that posted our content on their feed. Retweets work a lot like Facebook sharing, and can exponentially increase the reach of a post. Favorites: Favorites do not increase the reach of the post much, but they speak to the quality of content that we are producing. ______________________________________________ Not featured here are graphs of impressions or replies. Our top post was seen by 18,000 people and we generated 45 replies over the week long period.

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I-70 Tanker Fire

  • 1. 1 I-70 Tanker Fire: Social Media Report David Perkins This report will account for Twitter and Facebook activity following the Ethanol fire under I-70 East on Wednesday June 1st , 2015. The fire happened early in the morning and created a lot of media traffic to ODOT because of the events correlation to the highway. Much of the attention was directed toward District 6’s social media pages as we gave live updates of the incident. Our strategic messaging and updates on the situation helped our credibility and inspired 430 people to like us on Facebook and 225 people to follow us on Twitter. I will now help illustrate how the proper handling of this event on social media helped spread the word and reach over 500,000 people. This chart is complex, but the facts break down easily. We maintained hourly updates on the event and created useful media such as the maps shown below. Media driven posts that were both timely and informative magnified the reach of our network. The maps and videos that we posted were featured on multiple news channels and were shared on Facebook around 2,000 times.
  • 2. July 6, 2015 1-70 TANKER FIRE: SOCIAL MEDIA REPORT[ ] 2 Facebook Sharing is the ideal action that someone can make. It guarantees that their friends will see the message while our native posts may never make it onto someone’s feed even if they follow us. Having more people see the post will lead to more traffic on our page. As we can see, most of the shares were on the day of the accident, but the likes kept increasing until July 3rd . This is because of people sharing the posts to their pages, and their friends Liking it from there. This should help illustrate how important it is to create material that is sharable by making clear, high quality posts The posts reach is also affected by the sharing of our posts. Our highest reach was on the day after the accident and not actually on the same day. The first day had a reach of over 60,000 people, and when they shared their material their posts were seen the next day by their friends. Our top post of the week was on June 2nd and it was multiple detailed detours for getting around the crash.
  • 3. July 6, 2015 1-70 TANKER FIRE: SOCIAL MEDIA REPORT[ ] 3 Twitter The analytics of twitter are not as strong as Facebooks. Our tweets earned 334.4K impressions, almost twice the reach of Facebook, over this 7 day period averaging around 47.8K impressions per day. Engagement rate: (# of actions /# of impressions) A 1.3% engagement rate may not seem high, but for the number of followers we have that is still around 4,300 people who engaged with our posts in some way. Link Clicks: These are the number of people who clicked on the links embedded on our post. The vast majority of these clicks will be to expand the images that we posted online. Retweets: The number of people that posted our content on their feed. Retweets work a lot like Facebook sharing, and can exponentially increase the reach of a post. Favorites: Favorites do not increase the reach of the post much, but they speak to the quality of content that we are producing. ______________________________________________ Not featured here are graphs of impressions or replies. Our top post was seen by 18,000 people and we generated 45 replies over the week long period.