Clarifications on the Evaluation of Social Media Accounts Performance of Revenue Regions and Revenue District Offices

November 23, 2022 REVENUE MEMORANDUM ORDER NO. 54-2022 SUBJECT : Clarifications on the Evaluation of Social Media Accounts Performance of Revenue Regions and Revenue District Offices TO : All Internal Revenue Officials and Employees, and Others Concerned I. BACKGROUND The COVID-19 pandemic and the fast advancement of technology have elevated social media to a new level of popularity and communication efficacy. It is for this reason that the Bureau of Internal Revenue (BIR) has adopted the use of social media (Facebook, Twitter, and YouTube) as an additional platform for the wide dissemination of information on tax-related matters through the issuance of Revenue Memorandum Order (RMO) No. 24-2018 on May 24, 2018. This was followed by the issuance of RMO No. 7-2022 on January 18, 2022 prescribing the policies and guidelines in the creation and management of the Bureau's Revenue Regions (RRs) and Revenue District Offices (RDOs) respective official Facebook page, YouTube page and Twitter account, and requiring them to prepare semestral reports on their "Social Media Accounts Performance" that will include metrics on the Number of Page Reach on Facebook; Number of Views on YouTube; and Number of Followers on Twitter. Moreover, under the Taxpayer Awareness Program, the RRs and RDOs will be ranked based on the evaluation of their Social Media Accounts Performance by the Public Information and Education Division per Section III.3 of RMO No. 27-2022. II. OBJECTIVES This Order is being issued to: 1. Provide clarification and guidance to the Revenue Regions (RRs) and Revenue District Offices (RDOs) on the preparation of their Report on Social Media Accounts Performance prescribed under RMO No. 7-2022; and 2. Provide the guidelines in the evaluation of the Social Media Accounts Performance of the RRs and RDOs. III. GUIDELINES In order to evaluate the performance of the Revenue District Offices and the Regional Offices relative to the management of their official social media accounts (circularized under Revenue Memorandum Circular No. 138-2022), the following guidelines shall be followed: A. Preparation of Report on Social Media Accounts Performance Per RMO No. 7-2022, the Revenue Regions and Revenue District Offices are required to prepare a Report on Social Media Accounts Performance for submission not later than the tenth (10th) day after each semester to the Public Information and Education Division (PIED) via email at [emailprotected] . The reporting templates prescribed in the said Order shall be followed. For the step-by-step procedures and sample of how the required social media metrics shall be reported by the RRs and RDOs, please refer to Annex A . B. Evaluation of Social Media Accounts Performance The Public Information and Education Division shall consolidate the semestral Report on Social Media Accounts Performance submitted by the Revenue Regions (RRs) and Revenue District Offices (RDOs). The performance of said offices shall be evaluated by PIED based on the Percentage Increase/Decrease that will be reported in Annex A of RMO No. 7-2022 relative to the following metrics: No. of Page Reach (for Facebook) No. of Views (for YouTube) No. of Followers (for Twitter) An illustrative example showing how the social media accounts performance of the RRs and RDOs shall be evaluated is shown in Annex B . C. Points under Taxpayer Awareness Program In relation to the implementation of the Taxpayer Awareness Program prescribed under RMO No. 24-2020, as amended by RMO No. 27-2022, the following Points shall be given to the Revenue District Offices (RDOs) based on their "Social Media Accounts Performance" ranking to be determined by the Public Information and Education Division: RDO's Rank in "Social Media Accounts Performance" Points First 15 RDOs in the Nationwide Ranking 60 Next 15 RDOs in the Nationwide Ranking 50 Next 15 RDOs in the Nationwide Ranking 40 Next 15 RDOs in the Nationwide Ranking 30 Next 15 RDOs in the Nationwide Ranking 20 Remaining RDOs in the Nationwide Ranking* 10 * No Points shall be given to RDOs without any official social media account communicated to PIED . IV. REPEALING CLAUSE The provisions of revenue issuances that are inconsistent herewith are hereby amended or modified accordingly. V. EFFECTIVITY This Order takes effect immediately. (SGD.) ROMEO D. LUMAGUI, JR. Commissioner of Internal Revenue ANNEX A Guidelines on the Reporting of Social Media Accounts Performance A. For Facebook To report on the Facebook metric, get the Facebook Page Reach and Percentage Increase/Decrease from Facebook Account Insights. (see sample of reporting below) In the example presented below, the Facebook Page Reach and Percentage Increase for the 1st Semester of 2022 (January 1 to June 30, 2022) are 4,029,847 and 63.3%, respectively (Figure 1). Figure 1. Sample Screenshot of Facebook Account Insights-1st Semester 2022 Figure 2. Sample Report on Facebook Page Reach and Percentage Increase/Decrease B. For YouTube Get the Total Number of YouTube Views for the last two (2) semesters (current or immediately preceding semester and previous semester) from the YouTube Account Analytics, and compute for the Percentage Increase or Decrease in the number of views using the formula below: % Increase (Decrease) = No. of Views (Current Semester) No. of Views (Previous Semester) No. of Views (Previous Semester) The Number of YouTube Views in the example below is 834,317 for the 1st Semester of 2022. (see Figure 3) Figure 3. Sample Screenshot of YouTube Account Analytics-1st Semester 2022 Since YouTube does not automatically display the Percentage Increase/Decrease from the previous semester, the number of YouTube Views in the prior semester must be known; hence, the period covering the previous semester must be indicated. Figure 4. Sample Screenshot of YouTube Account Analytics-2nd Semester 2021 The YouTube Views' Percentage Increase or Decrease shall be manually calculated, as follows: % Increase (Decrease) = No. of Views (Current Semester) No. of Views (Previous Semester) No. of Views (Previous Semester) % Increase (Decrease) = 834,317 27,893 27,893 % Increase (Decrease) = 806,424 = 2,891.13% 27,893 In the example above, a 2,891.13% increase in YouTube Views was computed since there were only 27,893 views during the previous semester, from July 1 to December 31, 2021. (see Figure 4) If an RR/RDO just registered their YouTube account and no available data from the previous period/semester can be compared with the current data, indicate N/A in the "Percentage Increase/Decrease" field of Annex A of RMO No. 7-2022. Figure 5. Sample Report on Number of YouTube Views and Percentage Increase/Decrease C. For Twitter Get the number of Twitter Followers from the Twitter Account Analytics. The Percentage Increase or Decrease in Twitter Followers shall be manually computed. Unlike Facebook and YouTube, the dates on Twitter cannot be customized, and it only provides a monthly summary. For instance, the June 2022 Summary below shows 934 new Twitter followers (Figure 6). To compute the Percentage Increase or Decrease, the current number of Twitter Followers must be compared with the number of Twitter Followers from the previous period, which is in the December 2021 Summary. Figure 6. Sample Screenshot of Twitter Account Analytics-June 2022 Summary Figure 7. Sample Screenshot of Twitter Account Analytics-December 2021 Summary Per computation, there was a 127% increase since there were only 411 Twitter Followers (Figure 7) in the December 2021 report. Figure 8. Sample Report on Number of Twitter Followers and Percentage Increase/Decrease ANNEX B Evaluation of Social Media Accounts Performance of the Revenue Regions and Revenue District Officers ILLUSTRATIVE EXAMPLE STEP 1: CONSOLIDATION OF REPORTS Revenue Region/Revenue District Office % Increase/Decrease Facebook Page Reach YouTube Views Twitter Followers 1 RDO No. 1-Laoag City, Ilocos Norte 84% N/A 1050% 2 RDO No. 2-Vigan City, Ilocos Sur 25% 150% N/A 3 RDO No. 3-San Fernando City, La Union 0% 2200% 0% 4 RDO No. 4-Calasiao, Central Pangasinan 101% 0% 78% 5 RDO No. 5-Alaminos City, West Pangasinan N/A 10% 55% 6 RDO No. 6-Urdaneta City, East Pangasinan -50% -8% 100% * N/A without account or new account (since no previous semester data available) ** Those highlighted in yellow with complete SocMed Accounts STEP 2: SEPARATE RANKING PER CATEGORY A. Ranking Based on Facebook Page Reach In the example above, RDO No. 4-Calasiao, Central Pangasinan ranked 1st with a 101% increase in Facebook Page Reach. Offices without a Facebook account will be placed at the bottom by default. FACEBOOK PAGE REACH RANKING Revenue Region/Revenue District Office Page Reach %Increase/Decrease 1 RDO No. 4-Calasiao, Central Pangasinan 101% 2 RDO No. 1-Laoag City, Ilocos Norte 84% 3 RDO No. 2-Vigan City, Ilocos Sur 25% 4 RDO No. 3-San Fernando City, La Union 0% 5 RDO No. 6-Urdaneta City, East Pangasinan -50% 6 RDO No. 5-Alaminos City, West Pangasinan N/A B. Ranking Based on YouTube With a 2200% increase in views, RDO No. 3-San Fernando City, La Union, rose to the top of the YouTube Ranking. Offices without a YouTube account will be placed at the bottom by default. YOUTUBE VIEWS RANKING Revenue Region/Revenue District Office Views %Increase/Decrease 1 RDO No. 3-San Fernando City, La Union 2200% 2 RDO No. 2-Vigan City, Ilocos Sur 150% 3 RDO No. 5-Alaminos City, West Pangasinan 10% 4 RDO No. 4-Calasiao, Central Pangasinan 0% 5 RDO No. 6-Urdaneta City, East Pangasinan -8% 6 RDO No. 1-Laoag City, Ilocos Norte N/A C. Ranking Based on Twitter Followers RDO No. 1-Laoag City, Ilocos Norte ranked first on Twitter Rankings after gaining 1050% followers. Offices without a Twitter account will be placed at the bottom by default. TWITTER FOLLOWERS RANKING Revenue Region/Revenue District Office Followers %Increase/Decrease 1 RDO No. 1-Laoag City, Ilocos Norte 1050% 2 RDO No. 6-Urdaneta City, East Pangasinan 100% 3 RDO No. 4-Calasiao, Central Pangasinan 78% 4 RDO No. 5-Alaminos City, West Pangasinan 55% 5 RDO No. 3-San Fernando City, La Union 0% 6 RDO No. 2-Vigan City, Ilocos Sur N/A STEP 3: OVERALL RANKING The Overall Ranking is determined by calculating the average of each office's rank across all types of Social Media Platform (Facebook, YouTube, and Twitter). See example below: Revenue Region/Revenue District Office % Increase/Decrease Rank Average Rank Overall Rank FB Page Reach YT Views TW Followers FB YT TW 1 RDO No. 1-Laoag City, Ilocos Norte 84% N/A 1050% 2 6 1 3.00 2 2 RDO No. 2-Vigan City, Ilocos Sur 25% 150% N/A 3 2 6 3.67 4 3 RDO No. 3-San Fernando City, La Union 0% 2200% 0% 4 1 5 3.33 3 4 RDO No. 4-Calasiao, Central Pangasinan 101% 0% 78% 1 4 3 2.67 1 5 RDO No. 5-Alaminos City, West Pangasinan N/A 10% 55% 6 3 4 4.33 6 6 RDO No. 6-Urdaneta City, East Pangasinan -50% -8% 100% 5 5 2 4.00 5 In our example, RDO No. 4 Calasiao, Central Pangasinan was ranked No. 1, followed by RDO No. 1-Laoag City, Ilocos Norte, and so on. OVERALL RANKING Revenue Region/Revenue District Office RANKED RDO No. 4-Calasiao, Central Pangasinan 1 RDO No. 1-Laoag City, Ilocos Norte 2 RDO No. 3-San Fernando City, La Union 3 RDO No. 2-Vigan City, Ilocos Sur 4 RDO No. 6-Urdaneta City, East Pangasinan 5 RDO No. 5-Alaminos City, West Pangasinan 6