City of Morgan Hill Communications Assessment

The City’s Twitter Follower base is nearly gender-balanced: 53% female compared to 47% male. The City has not engaged with members of the media via Twitter or run Twitter ads to build a larger following, nor does it actively seek out new Twitter accounts to Follow. The audience for this account does seem relatively well-targeted, though: 62% of the Followers are in the 25-44 age range and 86% of Followers self-identify as California residents. YouTube The City has uploaded 74 videos (68 of them are Public) to its YouTube Channel, 44 of those within the past two years. Nine of the last 11 videos have been related to public Habitat Agency Public Advisory Meetings. The lone playlist for the Channel, “Santa Clara Valley Habitat Agency,” includes 31 videos. The Channel does not currently make use of the variety of customization features on its ‘Home’ page or have an ‘About’ page. FromMay 1, 2016 – November 1, 2016, the City’s YouTube videos have been Viewed 647 times for a total of 4,924 minutes (an average view duration of 7 minutes, 36 seconds). The two most-watched videos in terms of Watch Time and Views have been the September 20 and September 27 High Speed Rail business meetings. In terms of viewer demographics, viewers aged 55-64 watched the YouTube videos most (31% of Watch Time), followed by viewers aged 25-34 (24% of Watch Time). Overall, females accounted for 56% of all Watch Time. In individual age brackets, though, the gender balance seemed to vary drastically:

Figure 8 YouTube video viewer gender and age statistics

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