Social media cllrs


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Presentation for Devon Councillors about using Social Media

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Social media cllrs

  1. 1. Social MediaConsiderations for Councillors 1
  2. 2. Social media - Outline for this morning Objective - allow you to feel confident using a variety of social media★ Give an overview of social media★ Provide a guide to Twitter★ Provide a guide to Facebook★ Look at other social media★ Social media for councillors 2 2
  3. 3. 3 3
  4. 4. Social media - what options are available★ blogs - Blogger, Word press★ micro blogging - Twitter, Tumblr★ photo & video sites - Flickr, Instagram,YouTube,Vimeo★ social networking sites - Facebook, Google plus, Pinterest★ professional networking sites - Linkedin★ geolocation - Foursquare, Gowalla, Facebook places★ user ratings - Amazon, Trip Advisor★ wikis - wikipedia but also many more★ other - forums, chatrooms, comments pages, hosted blogs, websites 4 4
  5. 5. Social media - what are we talking about 5 5
  6. 6. Social media - why does it matter?★ social media has changed the way we receive information and the speed at which we expect to receive it★ new social networks are constantly looking to break through .... while existing channels continue to develop and become more complex★ people now look to websites, blogs and videos to find the information that helps them make their decisions★ we now feedback to our networks on experiences and news – and this feeds the news★ there is a growing expectation of presence online★ it’s a conversation 6 6
  7. 7. Social media - what’s in it for councillors? A new channel for your communication:★ Cost effective way to communicate messages – free, only expense is time invested★ Ability to reach (quickly) a broad and diverse range of people★ Ability to reach new groups you haven’t previously been able to communicate with (ie young people)★ Opportunities for two-way conversation★ Opportunities to seek views, consult etc★ Opportunity for better engagement: 7 7
  8. 8. Social media - facts and figures UK★ Twitter - 10 million users (May 2012), 80% access via mobile phone, users are active with over 60% posting tweets and/or photos, core audience is 25-44 accounting for 60% but men aged 35-55 are a major influence★ Facebook - 30 million users, (Feb 2012) 12.5 million under 29 but 11.7 million aged over 30 and fastest growing group is the 40+, more women than men★ Tumblr - major growth in 2011, mainly under 30s slightly more men than women★ LinkedIn - around 10% of adults, tend to be higher earning professionals, largest group 25-34 year olds with 23%, twice as many men as women★ Flickr - photographers, at least 4 million users, most are active loading content★ Youtube - Over 30 million regular users but only 1% of users load videos 8 8
  9. 9. Social media research umpf recently conducted research with “Your Say Pays, where they asked nearly 2,400 UK adults which social media platforms they used and how often.” With a UK adult population of 48.6 million, they found that : ★ More than half UK pensioners now on Facebook ★ 37.4 million UK adults use Facebook regularly ★ 32.1 million UK adults use YouTube regularly ★ 15.5 million UK adults on Twitter ★ 7.9 million UK adults on LinkedIn ★ 6.7 million UK adults on Flickr ★ The South West has the highest numbers of users of Twitter and Facebook9 9
  10. 10. Social media research This report by Social Bakers provides a breakdown of Facebook★ By age: 18-24s - 24%, 25-34s - 26%, 35-44 - 18% , others - 34%★ Top ten brands dominated by food and fashion★ BBC hold four of the top ten media slots★ Car manufacturer’s take four of the top slots for engagement★ Food maufacturers and retailers are high in the response top 10★ It’s worth looking at what the commercial sector do and considerin if any of the ideas can be applied to your councillor role10 10
  11. 11. Twitter - what is is best for★ driving people to other content★ informing people in emergencies★ real-time information★ sharing news★ networking★ conversations★ sharing a one-off moment Less good for trying to convey complex ideas, sharing photos, hobbies etc choose another medium 11 11
  12. 12. Twitter - how it works★ Must have an account to be able to view comments★ Account names can be anything, so it can be hard to find people★ Tweet - 140 characters (including link) + photo★ RT - retweet others’ comments, DM - direct message to other user, @ Mention others★ Use # hashtags to enable easy search★ Search for people or tweets★ Twitter is popular with cllrs - a survey in West Midlands June 2012 found 16% tweeted★ Easy access from mobiles★ LGC did a quick guide to twitter 12 12
  13. 13. Home - timeline and tweeting 13 13
  14. 14. @Connect - interactions 14 14
  15. 15. @Connect - mentions 15 15
  16. 16. #Discover 16 16
  17. 17. Me - the heart of your Twitter 17 17
  18. 18. Edit your profile - profile 18 18
  19. 19. Edit your profile - background design 19 19
  20. 20. Direct Messages (DMs) 20 20
  21. 21. Direct Messages (DMs) 21 21
  22. 22. Searches - tweets 22 22
  23. 23. Searches - people 23 23
  24. 24. Twitter exercise 24 24
  25. 25. Twitter - best practice★ Make sure Twitter is the right channel for what you are trying to do★ You don’t have to follow back - choose who is relevant to you★ Listen and observe before engaging…start by answering questions using @★ Be authentic and believable to build credibility★ Vary your content and calls to action★ Create original content don’t just retweet (RT)★ Use #hashtags to help people find your content★ Share things you find useful and via retweets (RT)★ Use Twitter to drive people to other content - websites, blogs★ Use Direct Messages (DM) to have a private conversation 25 25
  26. 26. Twitter - building a community★ Create a user friendly ID (@yourname)★ Fill out your profile in full★ Search for people to follow★ Use Twitter language – DM, RT, @, TW+ any other word and use hashtags #★ Get to know who ‘@’ replies to you★ Read the biographies of the people who follow you and look at their tweets★ Follow other councillors and look at what they are doing★ Keep to 120 characters - easier for re-tweets 26 26
  27. 27. Twitter - building a community★ Generally 9am – 5pm good★ Aim for mid-morning, lunchtime, mid-afternoon★ Best time to ‘trend’ – when people who don’t follow you will see your tweets – 11am Friday★ Promote others and share information ie #FFs★ Twetiquette - thank your followers, don’t send multiple tweets★ Link to your blog or website and publish details★ Add your Twitter ID to your email signatures and any other literature★ Use other ‘traditional channels to promote your Twitter presence★ Think how your Twitter links to other social media 27 27
  28. 28. 28 28
  29. 29. Facebook - what is is best for★ Building relationships with people and/or communities★ Sharing longer and more complex thinking★ Adding video content★ Sharing sets of photos★ Campaigning★ Reaching a different audience 29 29
  30. 30. Facebook - how it works ★ Need an account to be able to view some information dependent on privacy settings ★ Finding accounts can be difficult unless you know exactly what they are called e.g. exeter city council or exetercitycouncil ★ Choose whether to use a personal account, pages or group ★ Personal accounts are usually used for connecting and sharing with your friends and family. Not recommended for ward work. ★ Pages allow organsations/brands to communicate with people who “like” them. Created by official representatives. Good for official online visibility ★ Groups provide a space for small groups of people to communicate about shared interests. Groups can be created by anyone. They can be open allowing anyone to see the contents or closed for private discussions. Good for building communities. 30 30
  31. 31. Creating a page 31 31
  32. 32. 32 32
  33. 33. Posting to the timeline 33 33
  34. 34. Posting to the timeline 34 34
  35. 35. Admin panel 35 35
  36. 36. Using notes 36 36
  37. 37. Writing notes 37 37
  38. 38. Twitter feeding into timeline 38 38
  39. 39. Adding applications 39 39
  40. 40. Facebook exercise 40 40
  41. 41. Facebook - Page or Group: the differencesPages★ Privacy - Page information and posts are public★ Audience - Anyone can like a Page to connect and get News Feed updates. No limits to numbers★ Communication -Page admins share posts under the Page’s name. Page posts appear in the News Feed of people who “like” the page.You can create custom tabs and access Page insights (once over 30 “likes”)Groups★ Privacy - More privacy settings are available. In closed groups psost are only visible to group members★ Audience - Group members must be approved. Most effective groups are between like-minded people★ Communication - Members receive all notifications. groups members can take part in chats, upload photos, collaborate on docs and invite people to events 41 41
  42. 42. Councillors using a page 42 42
  43. 43. Councillors using an open group 43 43
  44. 44. Councillors using a closed group 44 44
  45. 45. Councillor using a personal account 45 45
  46. 46. Facebook - best practice★ Think little and often is better than bursts of activity★ Consider time of day: posts receive most exposure in the morning, lunchtime, after work, late evening and weekends★ Informal tone of voice★ Vary posts: words, photos, videos, notes and links. It’s not a broadcast channel.★ Be helpful, informative and interesting★ Ask questions and enlist help★ Respond to others posts and questions★ Delete spam 46 46
  47. 47. Facebook - building a community★ Plan how you will use your pages★ Create original content as well as sharing other’s content - take photos, create video, write blogs★ Invite people you know to “like” your page or join your group★ Promote your page on Twitter★ Publicise your Facebook address on your email signature★ Put your Facebook address on traditional media such as flyers, posters★ Get links put to it from party websites, council websites or your own website★ Think how you link your Facebook to other social media 47 47
  48. 48. Linkedin - how it works★ You can find people using Google but need an account to see some details★ Differing security levels★ Must be linked to someone to see all their information and comments★ Comments, groups, CV★ Councils can have a presence as well as individuals★ Potential for recruitment★ A few councillors who are also professionals are noting their cllr role 48 48
  49. 49. Professional presence 49 49
  50. 50. Youtube★ 500 million users worldwide (unique visitors per month)★ Generates estimated 92 billion page views each month★ The average YouTube user visits the site 14 times per month★ YouTube’s demographic is broad: 18-54 years old★ YouTube says that on average there are more than 400 tweets per minute containing a YouTube link★ YouTube feeds into other social networks★ Opportunities for creating ‘share worthy’ content 50 50
  51. 51. Video on Youtube 51 51
  52. 52. Photos on Flickr 52 52
  53. 53. Potential with Pinterest? 53 53
  54. 54. Join the < 30s on Tumblr 54 54
  55. 55. Blogs - winner of Total Politics blog of the year 55 55
  56. 56. 10 reasons for councillors to use social media1. It boosts the number of people you 5. Campaigns can go “viral” with social can reach when talking about the media good work you’ve done in your area 6. Bring your community together to2. You can have a two-way combat extremism conversation so you get immediate feedback on key issues in your ward 7. Conversations are already happening without you3. Connect with a different type of resident who perhaps doesn’t 8. It’s simple and cheap to do normally contact you 9. Good way to engage younger people4. Follow or create conversations with different groups of people 10. People connect with you on a personal level 56 56
  57. 57. Issues for councillors★ Bringing the role of councillor into ★ Breach of copyright disrepute through: ★ Bias and pre-determination ★ Inappropriate tone/language/ use of humour ★ Impact on Council reputation ★ Inappropriate materials ★ 24/7 response required ★ Inappropriate friends/links ★ Separation of party political and representative roles★ Disrespect to other cllrs e.g. tweeting at meetings or audio/video ★ Use of council equipment/services recording ★ Libel★ Breach of confidentiality ★ Electoral periods★ Breach of data protection ★ Members’ code of conduct 57 57
  58. 58. Examples★ A Cardiff councillor in 2010 caused ★ Bexley councillor April 2012 referred a storm after retweeting that a local a complaint to police after a man far right group was meeting at a local abused him on Twitter pub ★ Merton councillor April 2012 caught★ Wycombe councillor in 2011 on YouTube video pulling down suspended after gay marriage tweet posters for a community event★ Prestatyn councillor in court over ★ Bournemouth councillor May 2012 YouTube “Hitler” video suspends herself after causing offence with Twitter about English★ Cornwall CC 2012 row over Defence League inappropriate tweeting by cllrs and then a ban of tweeting in council 58 58
  59. 59. What can be done to support councillors★ Have protocols and policies - social media policy, code of practice on publicity, broadcasting at council meetings★ Provide training and support for councillors - writing style, tone, uses, sharing sessions★ Create a handbook for councillors★ Consider how councillors access social media - smart phones and tablets★ Make sure councillors are aware of all council social media accounts★ Keep councillors up to date with news which they might want to share★ Involve councillors in learning sessions and discussions on using social media 59 59
  60. 60. Golden rules to avoid problems★ Use your common sense ★ Beware irony - few writers can communicate irony in short online★ Avoid gaffes and maintain good messages ‘netiquette’ ★ Don’t be creepy - terms like★ Make your commenting policy clear “following” and “friend” in social media imply a relationship which★ Allow disagreement - deleting isn’t there. comments from those who disagree with you tends to backfire they just ★ Own up when you make a mistake - go and say it in another space where everyone misfires better to own up you can’t respond by providing an amendment or update if you get something wrong★ Think before you publish - even if you delete it immediately it will have ★ Avoid arguing with vexatious probably already have been read, commentators - don’t get bogged indexed and shared 60 60
  61. 61. Useful links Local by Social is a useful report done Tweetyhall run by LGA aims to connect by the IDeA and NESTA in 2010 public and politicians. It has a twitter @tweetyhall IDeA also produced Connected Councillors in 2011 Like Minds are a local company based in Exeter which organise events and conferences around social media SOCITM have lots of useful reports on social media Cheshire East have produced a really good handbook for councillors The LGA Knowledge hub has plenty of people talking about social media and linking to what other authorities are doing 61 61
  62. 62. About Seashell Communications★ Strategic Communications consultancy★ Run by Mandy Pearse, MBA, MCIPR and MCIM★ Offering communications, marketing, PR, engagement and training★ Over 20 years experience in local government working with both urban and rural councils★ Experienced in working with members and senior management★ Experienced in crisis communications★ Working with a range of associates to provide professional advice, support and training 62 62
  63. 63. Further information contact Mandy Pearse, Director, Seashell Communications T: 0845 330 8473 M: 07577 326517 E: Twitter: @i_seashell Facebook: 63 63