MASSbuys: Informing and Engaging Your Constituents Using Social Media

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Social media isn't just for fun anymore. Social platforms represent new opportunities for collaborative government. Government institutions of all sizes are getting in on the act, using social media …

Social media isn't just for fun anymore. Social platforms represent new opportunities for collaborative government. Government institutions of all sizes are getting in on the act, using social media tools to share important information among constituents and improve delivery of services. However, implementing these tools in government organizations and non-profits comes with unique challenges. In this workshop, attendees learn how to build a dynamic social media strategy to fostering engagement, community, and sharing.

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  • 1. .
  • 2. Brought To You By
  • 3. Informing and EngagingYour Constituents UsingSocial MediaPresented by:
  • 4. Francis SkipperExecutive Vice President617-259-1605francis@451marketing.comlinkedin.com/in/francisskipper@fskipwww.451Marketing.comwww.451marketing.com/statevendor@451heat @fskip #massbuysIf you’re tweeting…
  • 5. @451heat @fskip #massbuysNational Public Relations, SocialMedia, and Search Marketing AgencyFounded in 2004Headquartered in Boston andrepresenting Los Angeles, New York,San Diego, and Las VegasRecognized as a 2011, 2012, 2013an award recognizing the fastestgrowing private companiesheadquartered in MassachusettsAbout 451 Marketing
  • 6. @451heat @fskip #massbuysAbout 451 MarketingOur Promise: We will always exceed ourclients’ expectations.Our Difference: 451 Marketing is the onlyfirm that can effectively reach yourconstituents at every stage of the everystage of the awareness and adoptioncycle.Our Vendor Status: Statewide contractPRF50: New Media, Marketing,Advertising, and Event Planning Services -listed as state vendor numberVC0000419387.
  • 7. @451heat @fskip #massbuys
  • 8. @451heat @fskip #massbuys
  • 9. Week of April 15, 2013
  • 10. @451heat @fskip #massbuysConnect & ProtectCritical, time sensitiveinformation in real-time
  • 11. @451heat @fskip #massbuysShare ResourcesResources available tothose affectedConnect & Protect
  • 12. @451heat @fskip #massbuysShare ResourcesConnect & Protect ParticipationOutlets for participationand community
  • 13. @451heat @fskip #massbuysstimulates volunteerismcreates communityenhances safetystrengthens initiativesincreases participationpromotes transparencyencourages sharingThoughtful Social Media…
  • 14. @451heat @fskip #massbuysThoughtful Social Media…stimulates volunteerismcreates communityenhances safetystrengthens initiativesincreases participationpromotes transparencyencourages sharing
  • 15. @451heat @fskip #massbuysSocial Media
  • 16. @451heat @fskip #massbuysLack of Buy-In• No senior-level buy-in orcontribution• No one responsible for social mediacampaignsReasons for FailureLack of StrategyLack of Planning• No defined goals• No one responsible for social mediacampaignsLack of Content/Interaction
  • 17. @451heat @fskip #massbuysCrafting & Executing aSocial Media Strategy
  • 18. @451heat @fskip #massbuysListenSet up monitoring tools to gauge sentiment and review conversations around yourorganization and leaders.GoogleAlerts
  • 19. @451heat @fskip #massbuysListenSet up monitoring tools to gauge sentiment and review conversations around yourorganization and leaders.Hootsuite
  • 20. @451heat @fskip #massbuysDefine Your Social Media GoalsYour social media goals should reflect your goals as an organization• What would you like to compel yourconstituents to do?• Volunteer for an event• Visit your website• Pay their parking tickets• Clean up a park• Participate in community• What important and unique informationcan you provide to your constituents?
  • 21. @451heat @fskip #massbuysChoose Your Platforms - Wisely
  • 22. I’m eating a #doughnutLearn more about our doughnuts, view doughnut content, andjoin other doughnut-loversWatch these educating and entertaining videos about doughnutsHere are my opinions and thought-leadership on doughnutsCheck out these great pictures of #doughnuts!Collect and organize these #doughnut images and resourcesWe have doughnut eating skills and expertise@451heat @fskip #massbuysSocial Platforms Explained……Using Doughnuts
  • 23. @451heat @fskip #massbuys(I’m eating a #doughnut)
  • 24. @451heat @fskip #massbuys
  • 25. @451heat @fskip #massbuys(Learn more about our doughnuts, view doughnut content,and join other doughnut-lovers)
  • 26. @451heat @fskip #massbuys
  • 27. @451heat @fskip #massbuys(Watch these educating and entertaining videos about doughnuts)
  • 28. @451heat @fskip #massbuys
  • 29. @451heat @fskip #massbuys(These are my opinions and expertise on doughnuts)
  • 30. @451heat @fskip #massbuys
  • 31. @451heat @fskip #massbuys(Check out these great pictures of #doughnuts!)
  • 32. @451heat @fskip #massbuys
  • 33. @451heat @fskip #massbuys(Collect and organize these #doughnut images and resources)
  • 34. @451heat @fskip #massbuys
  • 35. @451heat @fskip #massbuys(We have doughnut-eating skills and expertise)
  • 36. @451heat @fskip #massbuys
  • 37. @451heat @fskip #massbuysDesignate Roles & Responsibilities• Designate an overall contentcoordinator• Have coordinator from eachfunctional area• Designate members of seniormanagement team tooversee/contribute – adds to validitySet clear roles, expectations, and standards
  • 38. @451heat @fskip #massbuysCreate a Social Media CalendarUse a shared calendar such as Google Calendarto share content plan internally• Color code by content type• Clearly define ownership• Create a checklist for social mediapromotion• Share as far in advance as possible toallow time for creation
  • 39. @451heat @fskip #massbuysAs You Are Creating, Ask…Unique?Inspirational?Credible?Beneficial to Share?…Does this Inspire Sharing or Action?Is this content...Helpful?
  • 40. @451heat @fskip #massbuysBegin SharingStart by executing your planned communications on a regular schedule.Schedule Share!
  • 41. @451heat @fskip #massbuysLinks to social properties on websiteShare buttons with contentMake Sharing Simple!
  • 42. Engage With Other Organizations@451heat @fskip #massbuysRe-post and share information from other Commonwealth and local organizations that areimportant to your audience or have similar goals to your organizationhttp://www.mass.gov/portal/socialmedia.html
  • 43. @451heat @fskip #massbuysEngage and Encourage Constituents• Answer questions• Ask for feedback• Reward participation• Facilitate sharing
  • 44. @451heat @fskip #massbuysDefine Response Protocol:Should My Organization Respond?ReviewEvaluateIs Responding Worthwhile?• Will responding be timely?• What is likely viewership?• How important is the inquiry?YESNOIs the post a rant, rageor rude joke?Is the post a questionor compliment toyour organization??STOP!Do not respond anddocument to social mediamanager.Proceed with CautionConsult social mediamanager and politely correcterror.Is there erroneousinformation in thepost?GO!Respond to the post .Thank if necessary.NOYESToneIs the post positive or balanced? YESYESYESNONO
  • 45. @451heat @fskip #massbuysMeasure and AdjustWhat’s getting shared the most, by who, and when?
  • 46. @451heat @fskip #massbuysResponding to a CrisisCRISIS!
  • 47. @451heat @fskip #massbuysSharing information is the purpose of social media. You can serve your constituents bysharing information that they may not have seen otherwise!Share Emergency Information fromRelevant Organizations/Authorities
  • 48. @451heat @fskip #massbuysYour usual content is likely irrelevant during a crisis and may come across as insensitiveduring a crisis.Suspend Pre-Scheduled Content
  • 49. @451heat @fskip #massbuysEstablish a spokesperson(s) for the organization (in advance) and have them work witha professional public relations professional (or firm) to consult on the proper media.Coordinate with Key Personnel
  • 50. @451heat @fskip #massbuysDon’t add information about a situation unless you have something relevant andfactual to add and have gone through chain of command.Make Sure You Have the Facts
  • 51. @451heat @fskip #massbuysIn the days and weeks following a crisis, be sensitive in how andwhat you communicate to your constituents.Be Aware and Sensitive
  • 52. @451heat @fskip #massbuysTakeaways:When planned and executed properly, social media serves as an invaluable tool for governmentorganizations1. Define and Executea Strategy2. Prepare for CrisisCRISIS!
  • 53. @451heat @fskip #massbuysQuestions?
  • 54. Informing and EngagingYour Constituents UsingSocial MediaPresented by: