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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 …

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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  • 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. 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. One Post: Many Channels County of Morris, NJ • Building a Municipal Social Media Presence 3
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. CREATING YOUR PAGE Login later County of Morris, NJ • Building a Municipal Social Media Presence 13
  • 14. GOVERNMENT PAGE TYPE County of Morris, NJ • Building a Municipal Social Media Presence Company, Organization, Institution 14
  • 15. GOVERNMENT PAGE TYPE County of Morris, NJ • Building a Municipal Social Media Presence Government Organization 15
  • 16. GOVERNMENT PAGE NAME County of Morris, NJ • Building a Municipal Social Media Presence [Jurisdiction Name] Government 16
  • 17. FACEBOOK TOU You must agree to have a page County of Morris, NJ • Building a Municipal Social Media Presence 17
  • 18. FACEBOOK TOU Special Government Terms County of Morris, NJ • Building a Municipal Social Media Presence 18
  • 19. CREATE AN ACCOUNT Or log in with an existing account County of Morris, NJ • Building a Municipal Social Media Presence 19
  • 20. PROFILE PICTURE Logo, seal, or local branding County of Morris, NJ • Building a Municipal Social Media Presence 20
  • 21. ADD YOUR WEBSITE Add some info about your jurisdiction County of Morris, NJ • Building a Municipal Social Media Presence 21
  • 22. VANITY URL Direct, easy access to your page County of Morris, NJ • Building a Municipal Social Media Presence 22
  • 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. TIMELINE Admin Panel County of Morris, NJ • Building a Municipal Social Media Presence 24
  • 25. TIMELINE Admin Panel County of Morris, NJ • Building a Municipal Social Media Presence 25
  • 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. EDIT THE PAGE Your Settings County of Morris, NJ • Building a Municipal Social Media Presence 27
  • 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. 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. EDIT THE PAGE Basic Information (con’t) County of Morris, NJ • Building a Municipal Social Media Presence 30
  • 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. 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. 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. EDIT THE PAGE Resources County of Morris, NJ • Building a Municipal Social Media Presence 34
  • 35. THIS IS THE PAGE TITLE And this is the subtitle County of Morris, NJ • Building a Municipal Social Media Presence 35
  • 36. PROMOTE YOUR PAGE Like Box, Like Button County of Morris, NJ • Building a Municipal Social Media Presence 36
  • 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. EDIT THE PAGE Manage Apps County of Morris, NJ • Building a Municipal Social Media Presence 38
  • 39. EDIT THE PAGE Mobile County of Morris, NJ • Building a Municipal Social Media Presence 39
  • 40. MOBILE POSTING Via Email or Via Text Message County of Morris, NJ • Building a Municipal Social Media Presence 40
  • 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. EDIT THE PAGE Insights County of Morris, NJ • Building a Municipal Social Media Presence 42
  • 43. EDIT THE PAGE Help County of Morris, NJ • Building a Municipal Social Media Presence 43
  • 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. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 45
  • 46. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 46
  • 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. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 48
  • 49. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 49
  • 50. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 50
  • 51. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 51
  • 52. ACCOUNT SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 52
  • 53. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 53
  • 54. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 54
  • 55. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 55
  • 56. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 56
  • 57. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 57
  • 58. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 58
  • 59. PRIVACY SETTINGS Lock down the profile County of Morris, NJ • Building a Municipal Social Media Presence 59
  • 60. FINAL THOUGHTS Before publishing •Get your “vanity” URL Facebook.com/username County of Morris, NJ • Building a Municipal Social Media Presence 60
  • 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. 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. 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. County of Morris, NJ • Building a Municipal Social Media Presence 64
  • 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. TWITTER 140 Powerful Characters County of Morris, NJ • Building a Municipal Social Media Presence 66
  • 67. TWITTER Signing up County of Morris, NJ • Building a Municipal Social Media Presence 67
  • 68. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 68
  • 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. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 70
  • 71. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 71
  • 72. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 72
  • 73. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 73
  • 74. TWITTER Setting up an account County of Morris, NJ • Building a Municipal Social Media Presence 74
  • 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. 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. 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. 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. 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. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 80
  • 81. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 81
  • 82. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 82
  • 83. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 83
  • 84. Hootsuite Dashboard County of Morris, NJ • Building a Municipal Social Media Presence 84
  • 85. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 85
  • 86. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 86
  • 87. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 87
  • 88. Hootsuite Tools County of Morris, NJ • Building a Municipal Social Media Presence 88
  • 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. 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. 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. 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. 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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