Next-level video analytics

During the summer months filled with strategic planning, professional development and hopefully a little vacation time, it’s a great opportunity to step back and review your year.

Facebook offers tremendous depth on video analytics. Traditionally, we have always looked at reach (total number of unique people who have seen your post) and engagement (number of times someone reacted, commented or shared your post). On video posts, there is so much more available to you that might be worth looking at.

For example, look at one of our recent videos. This video was a little long at 3:32. One stat available to you is audience retention. This shows how long. your audience watched the video.

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It gets better. If you click the circle at the bottom, the graph changed to show you average watch time of people who clicked to play vs. letting it auto-play.

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Another metric worth looking at is the 10-second views. Facebook counts a video view when the viewer has seen a video for at least three seconds. Historically that’s all we’ve cared about. But 10-second viewer numbers are probably more accurate into figuring out how many people truly viewed your video.

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You also see the sound-on vs. sound-off numbers. You might have heard recently that around 80 percent of all Facebook videos are viewed with the sound off, which is another reason why it’s necessary to include captions in your videos. However, in our example video, 47 percent of viewers turned the sound on.

These are just a few of the next-level video metrics Facebook provides for you. I’d recommend looking at these numbers as a way to measure how you’re doing. Shameless plug: we’ll talk more about video analytics at my DIY Video 2.0 session at the NSPRA seminar in San Antonio next month.

Hope to see you there.

Look to Our Students for Inspiration

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In school PR, it’s our job to view our organization through different lenses. At times, we literally spend our day looking at the world through lenses. Whether we are sharing stories, advising our superintendents and principals from different perspectives, or advocating on behalf of our students and staff, we are adept in finding the proper angle and shedding light on the subject at hand.

I believe it’s also important for us to step out from the background and bask in the great work being done by and for our students. My charge to you today is to make the purpose of your next classroom visit to appreciate and become energized by the students we serve. No photos, no interviews, just take it in. If you’re inspired to tweet out a thank-you to those teachers and students, by all means share the love. Better yet: write a thank-you note.

Today is the last day of the school year in our district. It’s a day of transition and mixed emotions. I readily admit that during my eight-year career teaching sixth grade, on the last day of school, I went from hugs and high-fives with my students and colleagues to slobbery tears alone in my empty classroom. (Side note: I’ve learned you get less of all those things in the district office.)

The pace of play and the nature of our work in school PR provides similar guideposts and transitions. With summer, we shift toward strategic planning, professional learning at the NSPRA seminar, and thoughtful reflection on our plans, successes and challenges of the past year.

As Covey so succinctly stated, it’s our time to sharpen the saw. In my mind this translates as a time to charge up the batteries for the summer work ahead. Today is the last day I’ll have access to schools and rooms brimming with energy, teaching and learning for the next two months. There are a lot of things I have to do today. I think I’ll start by visiting some students for inspiration. And maybe a hug, a high-five and a tear or two.