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Presenting: Emily Lenard on Gov 2.0: Implementing a Successful, Strategic Social Media Plan for Government Agencies

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This presentation to the 2010 State-EPA Environmental Innovation Symposium will focus on overcoming some of the challenges faced by government agencies getting started on the development and …

This presentation to the 2010 State-EPA Environmental Innovation Symposium will focus on overcoming some of the challenges faced by government agencies getting started on the development and implementation of a social media plan.

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  • 1. + pr 1
  • 2. Emily Lenard | Social Media for Government Agencies Social Media is Nothing Ne w. It’s a Conversation. Between People. comet branding | pr | social media
  • 3. Emily Lenard | Social Media for Government Agencies Like any conversation, social media engagement should strive to achieve a balance. Listen Participate Collaborate comet branding | pr | social media
  • 4. Emily Lenard | Social Media for Government Agencies Gov 2.0 Challenge 1: Not Knowing Where to Start • Do your research. Reach out and ask others for their tips/best practices. - National Agencies - State Agencies - Consumer Brands • Ask constituents what kind of information they would find helpful. • Check out great online resources like: - http://www.whitehouse.gov/open - http://mashable.com/ - http://www.usa.gov/webcontent/technology/other_tech.shtml Get started on social media....s l o w l y. comet branding | pr | social media
  • 5. Emily Lenard | Social Media for Government Agencies Gov 2.0 Challenge 2: Opposition & Lack of Understanding from Ke y Players • Identify agency staff whose approval and 100% support will be needed. - IT Staff - Traditional Communication Staff - Legal/Public Policy Staff - Human Resources - Agency Leadership • Be open and understanding to their fears and/or misconceptions. • Seek feedback. •Be prepared to have numerous conversations on how your agency specifically will accomplish goals with social media as part of the strategy. Hmmm....strategy....about that.... comet branding | pr | social media
  • 6. Emily Lenard | Social Media for Government Agencies Gov 2.0 Challenge 3: De veloping a Collaborative Social Media Strategy • Questions that need to be answered. Answers that need to be agreed upon. - What are we looking to accomplish through social media? - Who will be responsible for monitoring/posting/replying on each channel? Multiple people? Different people for each channel? - How will agency responsibilities change for each person involved? - How will success be measured? - What characteristics define the agency’s voice? - What’s the approval process for posting content? Social media content sounds like more work... comet branding | pr | social media
  • 7. Emily Lenard | Social Media for Government Agencies Gov 2.0 Challenge 4: No Time to Generate Social Media Content • Leverage available content - Press Releases (PitchEngine.com) - Webinars - Pictures - White Papers - Events • Re-purpose content to make it social media-friendly. - Tailor your message format to each social media channel. - Insert the agency’s social media voice and personality. - Think about how content might be used for social media before it’s created. (capturing events via video, doing short interviews, podcasts, etc). comet branding | pr | social media
  • 8. Emily Lenard | Social Media for Government Agencies Gov 2.0 Challenge 5: Implementing an Even Handed Social Media Polic y • Make sure staff understand what the agency considers to be appropriate vs. inappropriate. • Be aware of how open records affect social media for government agencies. • Things to incorporate into a social media policy: - Who will speak for the agency across every platform. - Ongoing conversations and training on the blurred lines of business vs. personal networking. - Fostering an understanding that each employee is personally responsible for what s/he posts online. - Prepared language and steps for potential social media criticism and/or backlash. • Enforce the designated policies & practices regardless of position and agency rank. comet branding | pr | social media
  • 9. Emily Lenard | Social Media for Government Agencies Tips for Gov 2.0 Success • Do your research. • Get key agency personnel on board with social media’s value by demonstrating how social media enables government to achieve transparency, participation, and collaboration. • Develop a collaborative and strategic social media implementation plan driven by your agency’s specific goals. • Look for ways to incorporate social media into a traditional communications plan. • Re-purpose old content and think ahead when creating new content on how it might be used for social media distribution. • Develop an even-handed social media policy. • Determine how ROI will be measured. • Look for ways to collaborate with other agencies/departments. • Begin slowly. Get comfortable using one tool at a time...but have a timeline for implementing the others. Be Prepared to EVOLVE! comet branding | pr | social media
  • 10. Questions? Emily Lenard emily@cometbranding.com Twitter: @EmilyLenard comet branding | pr | social media