EVALUATION REPORT UNITED NATIONS DEPARTMENT OF PUBLIC INFORMATION 2015 COMMUNICATIONS ACTIVITIES IN SUPPORT OF THE LAUNCH OF THE SUSTAINABLE DEVELOPMENT AGENDA 0 TABLE OF CONTENTS EXECUTIVE SUMMARY ............................................................................................................................ 1 METHODOLOGY .................................................................................................................................. 1 LIMITATIONS ................................................................................................................................... 2 KEY FINDINGS ...................................................................................................................................... 2 Opportunities for Improvement ......................................................................................................... 4 RECOMMENDATIONS ......................................................................................................................... 4 2015: TIME FOR GLOBAL ACTION CAMPAIGN ........................................................................................ 5 SOCIAL MEDIA COVERAGE ...................................................................................................................... 5 BACKGROUND ..................................................................................................................................... 5 METHODOLOGY .................................................................................................................................. 6 LIMITATIONS ................................................................................................................................... 7 INTRODUCTION ................................................................................................................................... 7 ANALYSIS OF CAMPAIGN OUTCOMES ................................................................................................ 8 An Overview of Cross Channel Performance .................................................................................. 8 Hashtag Campaigns ....................................................................................................................... 12 Twitter ........................................................................................................................................... 14 Facebook ....................................................................................................................................... 20 Google+ ......................................................................................................................................... 23 Instagram ...................................................................................................................................... 25 YouTube ........................................................................................................................................ 28 LinkedIn ......................................................................................................................................... 29 Weibo ............................................................................................................................................ 32 WeChat ......................................................................................................................................... 46 UN Chinese Video Accounts .......................................................................................................... 48 DPI Website on Sustainable Development ........................................................................................... 50 GLOBAL MEDIA COVERAGE ................................................................................................................... 53 BACKGROUND ................................................................................................................................... 53 KEY FINDINGS .................................................................................................................................... 53 Sustainable Development Coverage ............................................................................................. 53 Sustainable Development Goals ................................................................................................... 53 Key messages ................................................................................................................................ 54 United Nations Coverage .............................................................................................................. 54 Spokespeople ................................................................................................................................ 54 Other Stakeholders ....................................................................................................................... 54 Coverage by Region ...................................................................................................................... 54 RESULTS ............................................................................................................................................ 55 INTRODUCTION ................................................................................................................................. 63 SUSTAINABLE DEVELOPMENT COVERAGE ........................................................................................ 63 Positive Coverage of Sustainable Development ........................................................................... 65 Media Tonality in Op-Ed/Commentary Pieces .............................................................................. 67 Negative Coverage of Sustainable Development ......................................................................... 68 Sustainable Development Goals ................................................................................................... 69 Millennium Development Goals .................................................................................................... 69 Media Coverage by Sustainable Development Goal ..................................................................... 69 Climate Change ............................................................................................................................. 70 Financing for Development and the role of the Private Sector .................................................... 72 Civil Society and the Global Goals ................................................................................................. 72 COVERAGE BY REGION ...................................................................................................................... 75 KEY MESSAGES .................................................................................................................................. 82 ORGANIZATIONAL COVERAGE .......................................................................................................... 83 Favorable Organizational Coverage .............................................................................................. 84 Unfavorable Organizational Coverage .......................................................................................... 85 SPOKESPEOPLE .................................................................................................................................. 87 Secretary-General Ban Ki-moon.................................................................................................... 87 Other Spokespeople ...................................................................................................................... 88 Pope Francis .................................................................................................................................. 89 MEDIA TYPE....................................................................................................................................... 90 ARTICLE TYPE .................................................................................................................................... 91 METHODOLOGY ................................................................................................................................ 93 Limitations..................................................................................................................................... 93 ANNEX I – SDG CAMPAIGN LOGIC MODEL ........................................................................................... 95 ANNEX II – SEPTEMBER 2015 KLOUT SCORES OF TOP USERS OF EACH UN TWITTER ACCOUNT ......... 96 ANNEX III – SIMPLY MEASURED REPORTS USED FOR DATA ANALYSIS ................................................. 99 ANNEX IV – LIST OF UNITED NATIONS WEIBO ACCOUNTS ................................................................. 100 ANNEX V – LIST OF UNITED NATIONS WECHAT ACCOUNTS ............................................................... 101 ANNEX VI – LIST OF MONITORED MEDIA............................................................................................ 102 ANNEX VII – ONLINE CODING FORM .................................................................................................. 107 EXECUTIVE SUMMARY The purpose of the evaluation was to assess the outcomes of the Department of Public Information’s (DPI) communications efforts in support of the launch of the