App df R I 2016 O1 O5 CO6468156 - -i ii ' 1‘ J Media Report Our First 30 Days Social 15 Iuly 20 14» App d f Release 2016 O1 O5 CO6468156 1 Approved for Release 2016 01 05 CO6468156 The Office of Public Affairs OPA began exploring social media in 2010 With then-Director Panetta's approval OPA launched CIA's YouTube and Flickr to continue expanding accounts During that time as a its public reach way OPA also launched mobile and foreign language microsites OPA media mid-2013 this time focusing on Facebook Twitter Instagram and Google ' The Office of Public Affairs OPA launched official CIA Twitter and Facebook accounts on Friday 6 June By all accounts the reignited its social initiative in 6 June launch was a resounding success In I partnership OPA will launch a Google 2014 At that time OPA also plans to lau account in Fall official CIA Instagram accou nt Approved for Release 2016 01 05 CO6468156 Twitter Launch tweet — We can neither confirm nor deny that this is our first tweet — was the second-highest retweeted inaugural tweet in Twitter histom ClA’s first ' ClA's inaugural tweet was dubbed witty funny Q ‘ and perfect Genius social media person team good tweets iédaymade Well done on your first tweet Now following you as you are undoubtedly following me Congratulations Your next mission is to instagram your lunch Don't forget to redact part of it The just joined Twitter less than an hour ago and they're gaining followers at an average rate of 1000 per @l @@ @1 minute @% would starta twitter account Hey knew it was gonna be a weird Friday but didn't think the Wonders never cease Whoever came up with this line as the first tweet out of deserves a box of macaroons for cleverness I beyond the I @% of duty This has to be the best tweet call @% ' ' ° ° i @_ in the histo FY of tweets Con 8 rats #ClA Welcome to Twitter CIA V ou win best tweet pic twitter com 9vmSr0Pg3h do you think the KGB would be down to join twitter too RT We can neither confirm nor deny that this is our first tweet Best first tweet EVER — On the first day ClA's tweet was retweeted around the world with multiple retweets in the U S Europe Central America South America Africa Asia and the Middle East The ClA started trending on Twitter within the first hour of launch first @@ second tweet — Thank you for the @Twitter welcome We look forward to sharing great #unclassified content with you — was retweeted 15 000 times and favorited 18 000 times Its engagement rate topped 840 percent ClA’s The majority of the conversation over the first two days about 87 percent involved the retweeting or restating of the ClA’s first tweet ' Roughly 10 percent added their own positive commentary generally applauding the ClA's humor Only 3 percent of posts could be classified as negative which were for the most part through another type of humor sarcasm Approved for Release 2016 01 05 CO6468156 Twitter Engagement At the time of the initial launch followers per minute Within the first two Within the first 36 hours Within the ' first @C A was gaining @C A had more than 100 000 followers @C A had more than 500 000 followers hours 30 days the inaugural tweet Made 5 010 672 million impressions Was retweeted 302 680 times Was favorited 189 258 times 30 days CIA gained 631 000 followers surpassing government agencies to include the Department of Defense Department of Homeland Security the Library of Congress the four military branches the DIA and NGA Most of these agencies have on Twitter for at least four years Within the first An impression as the number of Approved for Release 2016 01 05 CO6468156 Twitter Engagement con’t Following ClA's initial tweets to date ' ° two tweets its most popular 2 July with 1 2 million impressions ”Remember reports of unusual activity in the skies in the '50s That was us #U2Week #UFODAY http t co SOiapRROMX http t co dOQjQ6ePxr 11 June with more than 1 million impressions ”The stage View live webcast on http t co Jh7dhHnyXM 8 30am EST set # NTELCON http t co qVqsr5T1f6 http t co e C6GgY5aK 12 June with more than 1 million impressions ”Happy 90th to our former boss @GeorgeHWBushl #TBT Badge photo from his days as CIA Director http t co zct0Bc2Khg http t co vIVlL3JtzFzI ' is 4 July with 950 000 impressions ”Happy Fourth ofJulyl Wondering about intelligence during the War of In Check out http t co 6e7UpqCP1r httpzj t c0 N Approved for Release 2016 01 05 CO6468156 Approved H for Release 2016 01 05 L1V€ Twe etln g I I On 11 June OPA live CO6468156 U tweeted D CIA's remarks during the Ethos and Profession of Intelligence national security conference at Georgetown University ' Twitter cited @CIA's use of ”live tweeting a ”best practice and advises CIA continue to live tweet any event where D CIA speaks ' 20 000 Tweeps unfollowed CIA on 11 June but CIA also gained 10 000 new followers ' For each of the 20 ”live tweets we saw an average 266 retweets and an average 368 480 impressions a remarkable level of engagement per Twitter Throughout the conference impressions and engagement numbers rose ' Twitter touted @CIA's use of live-tweeting during the perfect Approved for Release 2016 01 05 CO6468156 c Facebook Launch CIA launched its official Facebook page with the following post ”Today we honor the brave Americans who fought and served on this day in history Did you know former OSSer Virginia Hall played an important role in support D-Day ' The first post received more than 945 ' and 302 shares Although CIA did not make a dramatic entrance on Facebook as it did on Twitter followers immediately took to the account to welcome CIA Hey guys I've forgot my password to my E-Mail account Could you help me out Thanks likes a lot wonder how strong is your password Congrats welcome to FB Welcom to Facebook Are you in my computer now I'm just here to read the comments i I So Cia you got twitter and facebook whats your instagram and tumblr liked and followed them because I'm pretty sure they've been following I along So are Today I hiring by any chance learned that can't send a friend request to the CIA you guys I Welcome to Facebook CIA How about that Now WE can follow YOU CIA's second post was an infographic commemorating D-Day ' The image garnered 1 750 likes and more than 230 shares Approved for Release 2016 01 05 CO6468156 me all Facebook Engagement 30 days on Facebook CIA amassed 68 983 followers Additional metrics from C A's first 30 days ' More than 210 000 unique users visited C A’s Facebook page In ° ' the first 1 616 676 unique users visited C A’s page saw the page or had the content in their newsfeed or ticker These can be people who have liked our page and people who haven't The C A’s Facebook page made 6 290 800 impressions CIA has received more than 31 885 likes on and 6 156 positive comments Separately C A's Facebook page has 1 862 users on Facebook its various posts been mentioned by An impression as the number of Approved for Release 2016 01 05 CO6468156 Approved for Release 2016 01 05 CO6468156 Facebook Engagement c0n't 17 June reaching more than 223 000 users It would take 33 707 520 soccer balls to reach from DC to Rio #Brazil2014 #WorldCup #worldfactbook http 1 usa g0v UAfNrn 6 June reaching more than 98 600 users ”Today we honor the brave Americans who fought and served on this day in history Did you know former OSSer Virginia Hall played an important role in support D-Day 6 June reaching nearly 98 000 users our comments policy “CIA welcomes your comments however we wish to maintain the decorum appropriate to a taxpayer-funded organization we will moderate and delete as necessary comments deemed inappropriate using the guidelines below Failure to adhere to these guidelines may result in the author s being blocked from this page without notice Do not post graphic obscene sexually explicit or racially offensive comments or content We also will not tolerate comments that are abusive hateful slanderous or that are intended to defame anyone or any organization All content must be unclassified Do not post any content that may be considered classified sensitive or that would cause immediate and undue harm to a person or organization Do not post advertisements prize contests or giveaways Do not post any solicitations e g ”like my page or promotion or endorsement of any financial commercial or non-governmental agency Do not post copyrighted or trademarked graphics or images Do not post comments photos or videos that suggest encourage or endorse illegal activity Do not post documents of any kind Apparent trolling or spamming will not be tolerated and will be removed Comments images or messages that represent criminal activities intentions or threats will be turned over to the appropriate law enforcement officials This is a public forum and any information provided in comments may be publicly available Facebook's privacy policies apply As such please do not post personal information you do not want available to the general public nor post personal information of others such as home telephone numbers or addresses You post at your own risk taking personal responsibility for your comments your username and any information provided Any references to commercial entities products services or other nongovernmental organizations or individuals that display on the CIA Facebook page may be generated by Facebook and be visible when visiting the CIA Facebook page CIA does not endorse support or otherwise promote any private or commercial entity or the information products or services contained on those websites that may be reached through links on the CIA Facebook page The not liable for any loss or damage resulting from any comments posted on this page If you want to crime or suspected terrorist activity please contact your local police department and or FBI Field can also submit information online at https tips fbi g0v Please see our About section for more information 18 June reaching more than 84 100 users ”There is no substitute for juggling multiple sensitive projects 12 hours a day over and over again outside of actually doing it Approved for Release 2016 01 05 CO6468156 CIA on Social Media in the M ' CIA's launch to Twitter was picked up by more than 75 media outlets around the world Headlines included NPR @CIA Tweets Internet Explodes in Not-So-Covert Sarcasm The Guardian CIA Sends Out First Tweet — And Shows It Has a Sense of ' Humor CNN The CIA sends its first tweet or not The Verge The CIA has joined Twitter with the best first tweet possible ' ' Politico Twitter spies jokes at ABC News Spy Tweets CIA account CIA Joins Twitter Facebook Huffington Post CIA Joints Twitter And Of Course This is Its First Tweet Mashable Declassified The CIA Has a Sense of Humor ZEIT ONLINE Geheimdienst Achtung hier twittert die @CIA Repubblica La C a sbarca su Twitter e Facebook confermare ne smentire la _ Approved for Release 2016 01 05 CO6468156 _ Non possiam O CIA “Rising Tide” Effect ' Since launching its Twitter and Facebook accounts CIA has seen a dramatic increase in traffic to its other social media platforms Flickr 443 194 views a 5 686 percent increase from June 2013 YouTube 40 970 views a 187 percent increase from June 2013 In addition to normal traffic to the public website C A gov saw an increase in traffic ' One Featured Story for example saw 11 692 visitors between January and May With one tweet however the same story in June alone had more than 18 000 visitors Visitors who clicked on the tweet stayed on the page more than twice as long in June than in the previous months showing that visitors were engaged and interested in the content ' CIA Museum 12 541 clicks from social media CIA Georgetown conference press release 5 907 clicks from social media The World Factbook 6 479 clicks from social media Not included on 7 July outside the scope of this 30-day report @CIA tweeted a link to the Careers section Yes We're Hiring ” The web saw an additional 85 000 clicks within one week Approved for Release 2016 01 05 C06468156 IC “Rising Tide” Effect Agencies and organizations that followed us — or welcomed @C A — on Twitter saw a dramatic increase in followers immediately ' ' ' ' @DN doubled its followers @ ContheRecord doubled its followers @NGA increased 95 percent @DHS gained a record 9 200 followers in one day within one week DHS gained 20 000 new followers When @FB welcomed @C A to Twitter the message was retweeted 6 314 times more than four times the engagement of its most-retweeted message which was during the Boston bombing Approved for Release 2016 01 05 CO6468156 Approved for Release 2016 01 05 CO6468156 Approved for Release 2016 01 05 CO6468156 Approved for Release 2016 01 05 CO6468156 for Release 2016 01 05 CO6468156