Scoutbook's 2012 Annual Scouting Social Media Report

Scoutbook.com tracks and monitors social networking trends of all BSA sites, councils and local units. Each year we crunch the numbers and officially recognize the TOP 10 most connected councils.

2012 was a great year for social media in Scouting. Throughout the year we have seen more and more councils creating social networks for the first time. And we are encouraged that 2013 will result in even more growth.

• Did you Know?
• • Youth 12-17 Have An Average of 396 Friends on Facebook
  • Nearly One-Quarter of Facebook Users Check Their Account At Least Five Times Daily
  • Over Half of Americans Have a Profile on a Social Network Site
  • Over Half of Social Networking Users are 12-34
  • Facebook Is the Dominant Social Network
  • Approximately 58 million Americans have "The Social Habit"

BSA is Leading by Example

The BSA has done an excellent job leading by example as they are clearly well established socially. Almost every program can be found on Facebook, Twitter and YouTube.  Here's the TOP 10.

Boy Scouts of America - Social Score: 249,549
217,380 Likes on Facebook
29,272 Followers on Twitter
2,897 subscribers on YouTube

Order of the Arrow -  Social Score: 69,206
65,556 Likes on Facebook
3,360 Followers on Twitter
290 subscribers on YouTube

The Bechtel Summit -  Social Score: 60,434
55,734 Likes on Facebook
3,533 Followers on Twitter
1,167 subscribers on YouTube

Boys' Life Magazine -  Social Score: 46,029
37,993 Likes on Facebook
7,267 Followers on Twitter
769 subscribers on YouTube

ScoutStuff.org -  Social Score: 44,789
39,580 likes on Facebook
5,033 Followers on Twitter
176 subscribers on YouTube

Philmont High Adventure Base -  Social Score: 36,503
30,986 Likes on Facebook
4,092 Followers on Twitter
1,425 subscribers on YouTube

Scouting Magazine -  Social Score: 31,677
23,873 likes on Facebook
7,529 Followers on Twitter
275 subscribers on YouTube

World Scouting Organization -  Social Score: 23,412
17 Likes on Facebook
21,293 Followers on Twitter
2,102 subscribers on YouTube

National Scouting Museum -  Social Score: 7,038
3,676 Likes on Facebook
3,361 Followers on Twitter
1 subscriber on YouTube

Northern Tier High Adventure Base -  Social Score: 5,420
5,117 Likes on Facebook
no Twitter account
303 subscribers on YouTube

• BSA Councils and Social Media
• • 90% of BSA councils have a Facebook page
  • 44% of BSA councils have a Twitter account
  • 44% of BSA councils have a YouTube channel
  • Only 8% of councils are on Google+
  • 24 councils created new Twitter accounts in 2012

TOP 10 Most Connected Councils

We saw increasing activity in 2012 as more and more BSA Councils adopted social media as one of their primary ways to communicate. The following councils have earned our TOP 10 Most Connected Council award.

• 
  #1 Greater St. Louis Area Council
  Social Score: 3,687
• 2,786 Facebook Likes
• 867 Twitter Followers
• 34 YouTube Subscribers
• 
  #2 Simon Kenton Council
  Social Score: 3,253
• 2,380 Facebook Likes
• 848 Twitter Followers
• 25 YouTube Subscribers
• 
  #3 Greater Colorado Council
  Social Score: 3,077
• 1,708 Facebook Likes
• 1,313 Twitter Followers
• 56 YouTube Subscribers
• #4 Northern Star Council
  Social Score: 2,948
• 1,891 Facebook Likes
• 1,017 Twitter Followers
• 40 YouTube Subscribers
• #5 Capitol Area Council
  Social Score: 2,910
• 1,839 Facebook Likes
• 1,003 Twitter Followers
• 68 YouTube Subscribers
• #6 Cascade Pacific Council
  Social Score: 2,842
• 2,221 Facebook Likes
• 617 Twitter Followers
• 4 YouTube Subscribers
• #7 Lincoln Heritage Council
  Social Score: 2,788
• 2,371 Facebook Likes
• 403 Twitter Followers
• 14 YouTube Subscribers
• #8 Narragansett
  Social Score: 2,452
• 2,298 Facebook Likes
• 125 Twitter Followers
• 29 YouTube Subscribers
• #9 Three Fires Council
  Social Score: 2,203
• 1,280 Facebook Likes
• 884 Twitter Followers
• 39 YouTube Subscribers
• #10 Crossroads Of America
  Social Score: 1,845
• 1,316 Facebook Likes
• 519 Twitter Followers
• 10 YouTube Subscribers

TOP 10 Most Connected Scouting Units in 2013

In 2013 we will be expanding our analysis to include the TOP 10 Most Connected Scouting Units.

Update: To better align with Journey To Excellence (JTE) we will also be considering how much each council improves from the year prior as well as recognize performance in the total number of tweets, status updates, and video submissions from each council.

If your pack, troop, team or crew has a social media presence be sure to submit your info to us so we can consider your unit in next year's awards.

How to Make Our TOP 10 Lists Next Year

If we missed your site we apologize in advance.  If you would like us to consider you for our 2013 Awards please send us the following information via email:

1. Name and url of your website
2. Contact Name and Email
3. URL of your Facebook page
4. URL of your Twitter page
5. URL of your YouTube page
6. Any other social networking url's you want us to consider

Send your information to info@scoutbook.com.

BSA Guidelines for Social Media

1. Social Media Channels Must Be Public

"To help ensure that all communication on social media channels remains positive and safe, these channels must be public, and all communication on or through them must be public. This enables administrators to monitor all communication and help ensure there is no inappropriate communication between adult leaders and Scouts or between Scouts themselves. Therefore, no private channels (e.g., private Facebook groups or invite-only YouTube channels) are acceptable in helping to administer the Scouting program. Private channels and private communication put both the youth and you at risk. If you feel the information you seek to share via social media channels should not be shared in public, you should not share that information via social media."
- Boy Scouts of America Social Media Guidelines

2. Two-Deep Leadership and Social Media

"As it relates to social media, two-deep leadership means there should be no private messages and no one-on-one direct contact through email, Facebook messages, Twitter direct messaging, chats, instant messaging (Google Messenger, AIM, etc.), or other similar messaging features provided through social media sites. All communication between adults and youth should take place in a public forum (e.g. the Facebook wall), or at a bare minimum, electronic communication between adults and youth should always include one or more authorized adults openly “copied” (included) on the message or message thread."
- Boy Scouts of America Social Media Guidelines

BSA General Considerations for Social Media

• Social media must be monitored
• Integrate your communications
• Talk to your audiences and let them talk to and about you
• Social media takes a thick skin. Negative conversations are happening already, but now you have a voice in the conversation.
• Be prepared to respond to negative or inaccurate posts if response is warranted.
• Direct media inquiries to the appropriate person.
• Be Scout-like. When disagreeing with others’ opinions, remain appropriate and polite.
• Build trust by being open and transparent.

References

To see the complete list of guidelines please visit the official Boy Scouts of America Social Media Guidelines - Scouting.org

Getting Started With Social Media for Your Scouting Marketing - Scouting.org

Scoutbook.com is not affiliated or endorsed by the Boy Scouts of America.