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Social Media for Municipalities

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Social media strategy, tactics and policy recommendations for local governments

Social media strategy, tactics and policy recommendations for local governments

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  • 1. Social Media: Strategies & Tactics for Municipalities Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling
  • 2. vending machine metaphor courtesy of Tim O’Reilly Photo credit: WordRidden
  • 3. Communication Evolution Photo credit: gothopotam Photo credit: laffy4k
  • 4.
    • “ About 30 citizens became "fans" of Mitchellville, allowing them to see news from the town. Then trouble started. One grumbling resident used the page to post complaints. [The admin] had a hard time keeping up with who was joining the conversation and moderating the comments. The page became a free-for-all, and more irritation than [he] thought it was worth. He deleted it altogether.”
    • -- Governing, January 2010
  • 5. Dialogue Requires 2-Way Photo credit: Roland One-way communication isn’t as effective as two-way communication
  • 6. Source: Forrester Research
  • 7. Government Goes Social
    • 50% of cities have no “official” Facebook presence
      • 1 in 7 had at least 1 department with a page
      • Only 13 cities had 500+ fans
    • 66% of cities have a Twitter presence
    Source: Fels Institute of Government
  • 8.
    • more positive impression of the company/brand
    Online Interactions Shift Attitudes 74% 72% stronger connection to a company/brand Source: eMarketer
  • 9. What are we talking about?
    • Social media isn’t:
    • Traditional marketing “digitized”
    • Broadcasting
    • A quick fix
    • Free
    • Stand alone
    • Tools
    • Social media is:
    • Insightful
    • Collaborative
    • Strategic
    • Valuable … when done correctly
    • Relationships
    • Service-oriented
  • 10. What’s That Mean?
    • Interactive vs. Authoritative
    • Personal vs. Institutional
    • “ Narrowcast” vs. Broadcast
  • 11. Defining Opportunities
    • What motivates public involvement NOW?
    • How can online communication support and build on that?
    • Other opportunities to increase efficiency & collaboration?
  • 12. Photo credit: nakrnsm
  • 13. Should we incorporate social media?
  • 14.  
  • 15. traffic.ottawa.ca
  • 16.  
  • 17. Newark Mayor Cory Booker, @corybooker
  • 18. Richmond Police Facebook, @RichmondPolice
  • 19. Before Jumping In …
    • What happens if someone says something negative?
    • What about sunshine laws and access to information?
    • Do we need a social media policy?
  • 20. Social Media Policies
    • Always be transparent:
      • Identify yourself and who you work for.
      • Don’t “plant” comments.
      • Be careful with “ghostwriting.”
    • Understand what’s private and what’s public.
    • Be yourself … not a “mouthpiece.”
      • People may assume you’re speaking on behalf of the government, even when you’re speaking as an individual.
    • Stick to your area of expertise.
  • 21. Policy Suggestions (cont.)
    • Respond. Answer questions. Show appreciation.
    • Welcome feedback and suggestions.
    • Avoid commenting on legal matters and litigation.
    • Avoid participating in a “crisis situation.”
    • Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help.
    • Learn from your mistakes.
  • 22. Moderation Guidelines
    • Pre-moderation -- user name, email address and moderation to avoid spam
    • ”The good, the bad, and the ugly”
      • Positive or negative content in context of the conversation will be approved
      • Ugly, offensive, denigrating, out-of-context content will be rejected
  • 23. Photo Credit: First Monday, Orlando Chamber of Commerce
  • 24. Be Strategic
    • Step 1: Identify goals & purpose
    • Step 2: Create SMART objectives
    • Step 3: Research and listen
    • Step 4: Develop a network
    • Step 5: Integrate online and offline
    • Step 6: Measure ROI and ROE
  • 25. Step 1: Identify Goals & Purpose
    • Provide stakeholders with access to data
    • Increase transparency & accountability
    • Create a stronger dialogue with constituents
    • Strengthen citizen participation
    • Collaboration
    • Others??
  • 26. Step 2: Create Measurable Objectives
    • S pecific
    • M easurable
    • A ttainable
    • R ealistic
    • T ime-sensitive
    Photo credit: Knickerstwist
  • 27. Step 3: Research and Listen
    • Who are you trying to reach? How are they using social media?
      • What are people saying?
      • Where are they saying it?
    • Free online monitoring tools:
      • Google Alerts
      • Addictomatic.com
      • Netvibes
      • Hootesuite, Tweetdeck
      • Search.Twitter.com/Advanced
      • Nielsen’s BlogPulse
      • Alerian SM2, Filtrbox
    “ If you’re always talking, you’re not listening.” – Chris Brogan
  • 28. Step 4: Develop a Network
    • Choose the right tools
    • Start interacting
    • Create interesting content
    • Focus on strategy
    • Cultivate influencers
    • Promote others
    • Be creative
    • Share, share, share
  • 29. Step 5: Integrate Online and Offline
    • Cross-promote content
    • Balance traditional communication
    • and social media
    • Enhance media relations
      • Talk to reporters on social networks
      • HARO
      • Pitchengine.com
    • Use offline tools to drive online efforts …
    • and visa versa
  • 30. Step 6: Measure
    • Return on Insight
    • Return on Engagement
      • Twitter followers, lists, retweets and link open-rates
      • Blog comments, traffic, inbound links
      • Facebook fans, wall posts and comments
      • YouTube ratings, embeds on other sites
      • Event registrations
    • Measuring influence requires research
  • 31. Trends Mobile Photo credit: ilamont Video
  • 32. Trends (cont.) www.TurnSocial.com Content Aggregation
  • 33. More Info
    • Slides & links:
    • GebenCommunication.com/Ohio
    • Blog:
    • bit.ly/prtini
  • 34.
    • “ Planning without action is futile,
    • action without planning is fatal.”
    Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling