Social Media in City and County Government


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A presentation to the ILCMA, the association of city and county managers from Illinois.

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Social Media in City and County Government

  1. 1. Everything Local Government Officials Need to Know about Blogs and Social Media Lee Aase Chancellor, Social Media University, Global June 2008
  2. 2. About Lee Aase Political Science, B.S. 14 Years in Politics and Government at all levels Campaigns and Government Offices Congress Minnesota Senate Ramsey (MN) County
  3. 3. Answering Your Questions Why should I care about social media? What are social media? Should we get engaged? How can I get started?
  4. 4. Agenda Surveying the changing media landscape Overview of Tools Mayo Clinic as a Case Study Dealing with Detractors and Positive Applications Share your stories, Seek advice Demonstrations, Getting Started with Guinea Pigs Facebook (Personal Profile and ICLMA Group) Blog YouTube Video
  5. 5. Changing Media Landscape Massive newspaper layoffs/buyouts Star Tribune Pioneer Press Los Angeles Times
  6. 6. Star Tribune Values 1998: $1.2 billion 2006: $530 million
  7. 7. One Huge Contributor
  8. 8. And exactly how do newspapers compete?
  9. 9. The Most Important Word in Web 2.0
  10. 10. Chicago Tribune Values 2000: Buys LA Times for $8 billion 2007: Sam Zell buys Tribune (with Times) for $8.2 billion
  11. 11. Media Values Wall Street Journal = $5 billion Chicago Tribune = $8 billion Star Tribune = $0.53 billion Total for all 3 < Facebook ($240 million for 1.6 percent)
  12. 12. Facebook Growth > 70 million active users Growing an average of 250,000/day since Jan. ‘07, or 3 percent/week. Active users doubling every 6 months > half outside of college > half visit site daily and average 20 minutes/day of use
  13. 13. Overview of Tools Blogs Podcasts RSS Social networking sites Wikis YouTube Twitter
  14. 14. Intro to Blogs Just an easy-to-publish Web site that allows comments Blogs in Plain English, Lee LeFever, Common Craft
  15. 15. RSS = Really Simple Syndication Lets you easily track dozens of blogs or other web sites Ping = electronic Whassup? RSS “baked in” IE7, Safari Google Reader, Newsgator, Attensa are free options
  16. 16. Podcasts TiVo for Audio (and now video) Don’t need an iPod Series of segments to which you can subscribe via RSS iTunes free for PC or Mac
  17. 17. Social Networking Sites MySpace, Facebook, LinkedIn
  18. 18. Wikis Collaborative editing tools Wikipedia the most famous 2.2 million articles in English Definitive stories quickly on 35W Bridge Collapse Virginia Tech Massacre
  19. 19. Wikis
  20. 20. YouTube “The world has voted, and we have decided we want to watch videos on YouTube.” - Andy Sernovitz Google bought for $1.65 billion
  21. 21. The LeeAase Channel
  22. 22. The LeeAase Channel
  23. 23. Mayo Clinic Medical Edge News Media Syndications
  24. 24. Mayo Clinic Social Media Plan Reach people directly Started with Medical Edge Produce economically to fit each medium Provide platforms for sharing Create outposts on popular sites Energize word of mouth Leverage social media with mass media and vice versa
  25. 25. First Foray in New Media
  26. 26. Criteria for New Media Consideration Strategic fit, cost-effectiveness Cost, complexity of production, including staff, physician time Usability for patient web site Can it be tailored to the user?
  27. 27. Step 2: More, Longer Podcasts
  28. 28. Step 3:
  29. 29. Mayo Clinic Channel on YouTube
  30. 30. Getting Started with Blogging Personal blog since July ’06 Asked to Develop Public Affairs Department blog in Dec. ’06 How do you do it without IT Support?
  31. 31. Private Blog
  32. 32. Private Blog
  33. 33. Mayo Facebook Members 10/8/07
  34. 34. Mayo Facebook Members 4/8/08
  35. 35. Practical Tip #1: Facebook Fan Page as Story Idea
  36. 36. Practical Tip #2: Facebook as Crisis Communications Tool
  37. 37. Practical Tip #3: Secret Facebook Groups for Team Collaboration
  38. 38. Dealing with Negative Posts and Blogs Start by monitoring through: Google Blog Search Subscribe to alerts via RSS or e-mail
  39. 39. Negative Blogs vs. Negative Posts Remember the 1:5:10 ratio for unhappy “customers” Carefully evaluate “Determined Detractors” Prominence, Credibility, Traffic Answer charges by other means, including your own social media vehicles Don’t wait to start social media until the crisis starts; that’s too late and you lose credibility
  40. 40. “The Solution to Pollution is Dilution”
  41. 41. “Your kids are not smarter than you are. They’re just not afraid to look dumb.” -- Lee Aase, Chancellor, Social Media University, Global (SMUG)
  42. 42. How can you practically use social media to meet your goals? Blog or Facebook for support groups, internal communications Facebook fan page, ads, secret groups Twitter to activate crisis or leadership team Wikis for collaborative editing Podcasts internally or externally YouTube - Tell Your Story Anything you’ve seen from Mayo examples
  43. 43. Immediate Application Get a FREE RSS reader, subscribe to feeds Get iTunes (FREE), subscribe to podcasts Start a FREE personal blog Open a FREE YouTube account and upload a video Try Flickr or another FREE photo service Get Audacity to record audio FREE Open a FREE profile on Facebook and “friend” me
  44. 44. Get SMUG Social Media University, Social media for lifelong learners Free Tuition (Room & Board not incl.) Google Lee Aase or SMUG University to audit classes, apply for admission