2012: Building a Municipal Social Media Presence - Beginner

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Education series for local governments that want to get started with Twitter and Facebook. This step by step series walks an agency through how to get started with each of these social channels, as well as the social dashboard, Hootsuite, to manage these communication streams. This is a half-day course.

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2012: Building a Municipal Social Media Presence - Beginner

  1. 1. Building a Municipal Social Media Presence January 2012 Carol A Spencer, Web Manager County of Morris, NJNJ • BuildingMunicipal Social Media Presence County of Morris, • Building a a Municipal Social Media Presence Facebook • Twitter • Hootsuite 1
  2. 2. What you’ll learn today • Considerations before getting started • How to get a Google account & Gmail address • What are the differences between a Facebook page and profile • How to set up a Facebook page • What Twitter is and why you should use it • How to set up a Twitter account • What Hootsuite is and why you should use it • How to send one message many places, all at once County of Morris, NJ • Building a Municipal Social Media Presence 2
  3. 3. One Post: Many Channels County of Morris, NJ • Building a Municipal Social Media Presence 3
  4. 4. Considerations before getting started A little planning goes a long way • Seriously consider having a single Social Media presence online (1 Facebook page, 1 Twitter account, etc) • Use a consistent, generic email address for all social media • Use a consistent “vanity” name • Have multiple admins for each application • Adopt “Use” and “Commenting” policies • BACK UP (Backupify.com) EVERYTHING is subject to records retention laws, including comments County of Morris, NJ • Building a Municipal Social Media Presence 4
  5. 5. Considerations before getting started A little planning goes a long way • Decide on a “communications tone” • Don’t post original material on Facebook • Anyone can comment on your FB posts • Assign a team member to monitor comments • Secure your Facebook profile so no one can see it • Never let fans / followers upload photos or videos without moderation • Think about how you’ll market your social presence County of Morris, NJ • Building a Municipal Social Media Presence 5
  6. 6. Choose an email address Generic Local or Generic Gmail • Facebook requires a real name: webmaster@, admin@ are not acceptable. • Gmail: We use MC[town]NJ@gmail.com if we set up your email. • Gmail.com County of Morris, NJ • Building a Municipal Social Media Presence 6
  7. 7. Check Your Chosen Vanity URL • Morris County is MorrisCountyNJ Facebook.com/MorrisCountyNJ Twitter.com/MorrisCountyNJ YouTube.com/MorrisCountyNJ Flickr.com/MorrisCountyNJ Scribd.com/MorrisCountyNJ MorrisCountyNJ.gov • Choose a name. Check it everywhere. Facebook, Twitter, YouTube, Flickr, Scribd, LinkedIn, FourSquare • Denville is already DenvilleNJ on Twitter, YouTube, Scribd • DenvilleNJ – Available on Flickr (go grab it), but gone on Facebook • What to do….. County of Morris, NJ • Building a Municipal Social Media Presence 7
  8. 8. Check Your Chosen Vanity URL Chatham Borough @ChathamNJ is a real estate company Chester Township @ChesterNJ is a woman who cooks for food allergies. @ChesterBoroNJ (official borough page for public safety information) Lincoln Park @lincolnpark_nj Mendham Borough @MendhamFireDept; @MendhamNJ (hasn’t tweeted yet, unknown) Parsippany: @ParPolice; @ParTroyLibrary – library; @BigReadParTroy - library Riverdale @RiverdaleNJ Rockaway Township Roxbury nothing nothing County of Morris, NJ • Building a Municipal Social Media Presence 8
  9. 9. BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: FACEBOOK MAY 2012 (Timeline) Carol A Spencer, Web Manager County Morris, NJ • • Building a Municipal Social Media Presence County of of Morris, NJBuilding a Municipal Social Media Presence Facebook • Twitter • Hootsuite 9
  10. 10. FACEBOOK Profiles vs Pages (Timeline) Businesses now use “Timeline” (below). Individuals continue to use a “Profile” as well as a “Timeline” view. County of Morris, NJ • Building a Municipal Social Media Presence 10
  11. 11. FACEBOOK Timeline: each person sees it differently Each person’s view of a business timeline will be different because when their friends reference the business page in a post, that post appears on the individual’s view of the business “Timeline” page. Others, who are not friends with that person, will not see that post. County of Morris, NJ • Building a Municipal Social Media Presence 11
  12. 12. FACEBOOK Profiles vs Pages If you are not active on FB, the profile to which the government page is tied should be locked down: no friends, no profile photo, etc. County of Morris, NJ • Building a Municipal Social Media Presence 12
  13. 13. CREATING YOUR PAGE Login later County of Morris, NJ • Building a Municipal Social Media Presence 13
  14. 14. GOVERNMENT PAGE TYPE County of Morris, NJ • Building a Municipal Social Media Presence Company, Organization, Institution 14
  15. 15. GOVERNMENT PAGE TYPE County of Morris, NJ • Building a Municipal Social Media Presence Government Organization 15
  16. 16. GOVERNMENT PAGE NAME County of Morris, NJ • Building a Municipal Social Media Presence [Jurisdiction Name] Government 16
  17. 17. FACEBOOK TOU You must agree to have a page County of Morris, NJ • Building a Municipal Social Media Presence 17
  18. 18. FACEBOOK TOU Special Government Terms County of Morris, NJ • Building a Municipal Social Media Presence 18
  19. 19. CREATE AN ACCOUNT Or log in with an existing account County of Morris, NJ • Building a Municipal Social Media Presence 19
  20. 20. PROFILE PICTURE Logo, seal, or local branding County of Morris, NJ • Building a Municipal Social Media Presence 20
  21. 21. ADD YOUR WEBSITE Add some info about your jurisdiction County of Morris, NJ • Building a Municipal Social Media Presence 21
  22. 22. VANITY URL Direct, easy access to your page County of Morris, NJ • Building a Municipal Social Media Presence 22
  23. 23. TIMELINE Like your own page Facebook will open these various windows when you first try to create a page, encouraging you to invite your friends, etc. Skip as many of these as you can to avoid tying your personal information to the government page. County of Morris, NJ • Building a Municipal Social Media Presence 23
  24. 24. TIMELINE Admin Panel County of Morris, NJ • Building a Municipal Social Media Presence 24
  25. 25. TIMELINE Admin Panel County of Morris, NJ • Building a Municipal Social Media Presence 25
  26. 26. UNPUBLISH THE PAGE Only Admins can see it Do this FIRST, so as you’re working on your page, it isn’t live. Facebook defaults to a live page. County of Morris, NJ • Building a Municipal Social Media Presence 26
  27. 27. EDIT THE PAGE Your Settings County of Morris, NJ • Building a Municipal Social Media Presence 27
  28. 28. EDIT THE PAGE Manage Permissions UNCHECK: Everyone can post to my timeline Everyone can add photos and videos Show the box for “Recent Posts by Others” Update the level of profanity you want blocked. County of Morris, NJ • Building a Municipal Social Media Presence 28
  29. 29. EDIT THE PAGE Basic Information Information you enter here shows up in the “About” section of the Timeline. County of Morris, NJ • Building a Municipal Social Media Presence 29
  30. 30. EDIT THE PAGE Basic Information (con’t) County of Morris, NJ • Building a Municipal Social Media Presence 30
  31. 31. EDIT THE PAGE Profile Picture Use your town or county seal… some photo that says this is an official site. County of Morris, NJ • Building a Municipal Social Media Presence 31
  32. 32. EDIT THE PAGE Featured Once you “like” other government pages, if you want to feature one, you do it here. For example, FEMA during a weather emergency. County of Morris, NJ • Building a Municipal Social Media Presence 32
  33. 33. EDIT THE PAGE Use Facebook as…. When posting as your town, you’ll want to use FB as the page, not the person. County of Morris, NJ • Building a Municipal Social Media Presence 33
  34. 34. EDIT THE PAGE Resources County of Morris, NJ • Building a Municipal Social Media Presence 34
  35. 35. THIS IS THE PAGE TITLE And this is the subtitle County of Morris, NJ • Building a Municipal Social Media Presence 35
  36. 36. PROMOTE YOUR PAGE Like Box, Like Button County of Morris, NJ • Building a Municipal Social Media Presence 36
  37. 37. EDIT THE PAGE Manage Admins Have at least two admins. Each admin must have a FB profile page, however you can lock it down if they don’t use FB. County of Morris, NJ • Building a Municipal Social Media Presence 37
  38. 38. EDIT THE PAGE Manage Apps County of Morris, NJ • Building a Municipal Social Media Presence 38
  39. 39. EDIT THE PAGE Mobile County of Morris, NJ • Building a Municipal Social Media Presence 39
  40. 40. MOBILE POSTING Via Email or Via Text Message County of Morris, NJ • Building a Municipal Social Media Presence 40
  41. 41. EDIT THE PAGE Insights Insights are stats. Use these to see what people are looking at the most, what time of day your page is most active. County of Morris, NJ • Building a Municipal Social Media Presence 41
  42. 42. EDIT THE PAGE Insights County of Morris, NJ • Building a Municipal Social Media Presence 42
  43. 43. EDIT THE PAGE Help County of Morris, NJ • Building a Municipal Social Media Presence 43
  44. 44. ACCOUNT SETTINGS Lock down the profile To do this, you must be using FB as a person, not as a page. County of Morris, NJ • Building a Municipal Social Media Presence 44
  45. 45. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 45
  46. 46. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 46
  47. 47. ACCOUNT SETTINGS Lock down the profile Since you have your profile locked down, there is no reason to allow subscribers. County of Morris, NJ • Building a Municipal Social Media Presence 47
  48. 48. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 48
  49. 49. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 49
  50. 50. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 50
  51. 51. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 51
  52. 52. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 52
  53. 53. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 53
  54. 54. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 54
  55. 55. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 55
  56. 56. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 56
  57. 57. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 57
  58. 58. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 58
  59. 59. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 59
  60. 60. FINAL THOUGHTS Before publishing •Get your “vanity” URL Facebook.com/username County of Morris, NJ • Building a Municipal Social Media Presence 60
  61. 61. Be sure to identify your page as the “Official Page” Otherwise, you could have this. Note the failure to post for well over a year. Next slide shows how this looks with the Timeline layout. County of Morris, NJ • Building a Municipal Social Media Presence 61
  62. 62. Be sure to post relatively frequently or this is how your government page will look. County of Morris, NJ • Building a Municipal Social Media Presence 62
  63. 63. Get creative! Add photos in your Flickr gallery, then pull into Facebook. Communicate with: Residents Visitors Businesses The next slide shows what Ocean City MD had to do with the mandated Timeline layout of FB. County of Morris, NJ • Building a Municipal Social Media Presence 63
  64. 64. County of Morris, NJ • Building a Municipal Social Media Presence 64
  65. 65. BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: TWITTER JANUARY 2012 Carol A Spencer, Web Manager County Morris, NJ • • Building a Municipal Social Media Presence County of of Morris, NJBuilding a Municipal Social Media Presence Facebook • Twitter • Hootsuite 65
  66. 66. TWITTER 140 Powerful Characters County of Morris, NJ • Building a Municipal Social Media Presence 66
  67. 67. TWITTER Signing up County of Morris, NJ • Building a Municipal Social Media Presence 67
  68. 68. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 68
  69. 69. TWITTER Setting up an account You’ll have to do this a few times…. County of Morris, NJ • Building a Municipal Social Media Presence 69
  70. 70. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 70
  71. 71. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 71
  72. 72. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 72
  73. 73. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 73
  74. 74. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 74
  75. 75. TWITTER Setting up an account Click PHOTO to change. BRAND. Use the one from your FB page. County of Morris, NJ • Building a Municipal Social Media Presence 75
  76. 76. TWITTER Tweeting 76 • 140 characters. Try to use less. Link to more details. • Learn Twitter lingo. • Use abbreviations. Eliminate punctuation where possible. • ALL CAPS is shouting. Don’t shout. • Write your message, then start eliminating words and using abbreviations to say the same thing in 140 characters. • RT is re-tweet. • @TwitterHandle is a public message to TwitterHandle • DM TwitterHandle (note the space) is a direct message (private) to TwitterHandle. You can only DM your followers. • Mention means someone used your Twitter handle in a tweet. County of Morris, NJ • Building a Municipal Social Media Presence
  77. 77. TWITTER Tweeting 77 • Tweet valuable content: Road closures, meeting reminders, budgets are posted, fields are closed, events, important web postings, chamber events, celebrations, honorees, good press. • If someone asks you a public question, answer publicly. • If someone asks you a public question, answer it. • If someone DMs you, and you need more information to answer, give them a link to your feedback form. • If someone DMs you, answer them. • If people RT your tweets, thank them with an @ message. • Create a Twitter widget for your website. Put it on your home page. (https://twitter.com/about/resources/widgets) County of Morris, NJ • Building a Municipal Social Media Presence
  78. 78. Tying it Together Using Hootsuite Carol A Spencer, Web Manager County of Morris, NJNJ • BuildingMunicipal Social Media Presence County of Morris, • Building a a Municipal Social Media Presence Facebook • Twitter • Hootsuite 78
  79. 79. Sign up for Hootsuite FREE version Use the same email as Facebook & Twitter County of Morris, NJ • Building a Municipal Social Media Presence 79
  80. 80. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 80
  81. 81. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 81
  82. 82. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 82
  83. 83. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 83
  84. 84. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 84
  85. 85. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 85
  86. 86. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 86
  87. 87. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 87
  88. 88. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 88
  89. 89. Before Posting Double check before you post Information is accurate Information is authorized for public release Post is 140 characters or less Spelling is accurate Link is accurate Copy it into a new browser window to be sure it goes where you want Date and time are correct if scheduling into the future Selected social networks are the correct ones Once it’s out there, you can delete it but anyone who has read it, has read it. County of Morris, NJ • Building a Municipal Social Media Presence 89
  90. 90. A few more things… Searching, deleting, filtering To search Twitter, enter the search criteria in the search box and click the magnifying glass. To create a stream of a particular search term, click “+Add Stream”. Choose a search term or use logic as per examples To create a stream of keywords, enter the terms. Tweets using any of the keywords will be returned. To use hashtags so your comments will be included in a stream using that term, precede your term with a #. Example: #MCLibrary; #Jan25; #gov20; #superbowl, #SOTU To be sure your tweet ends up in someone’s mentions stream, use @ before their Twitter handle. To delete in Hootsuite, hover over the tweet in the ‘sent tweets’ stream and click the x. County of Morris, NJ • Building a Municipal Social Media Presence 90
  91. 91. What you’ve learned today • How to get a Google account & Gmail address • How to set up Facebook, Twitter and Hootsuite • About commenting • How to post to all your social channels at once with Hootsuite • How to schedule postings in the future • What to check before posting (you can’t take it back) • How to delete a post if you must • How to backup so you have records County of Morris, NJ • Building a Municipal Social Media Presence 91
  92. 92. Contacting me Carol A Spencer Web Manager cspencer@co.morris.nj.us webmaster@co.morris.nj.us County of Morris, NJ • Building a Municipal Social Media Presence 92
  93. 93. Building a Municipal Social Media Presence January 2012 Carol A Spencer, Web Manager County of Morris, NJNJ • BuildingMunicipal Social Media Presence County of Morris, • Building a a Municipal Social Media Presence Facebook • Twitter • Hootsuite 93

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