Social Media 303, final of four sessions

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This slideshow is part of a series of Social Media sessions created for the Arizona Game & Fish Department.

This slideshow is part of a series of Social Media sessions created for the Arizona Game & Fish Department.

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  • azgfSocialMedia  -  http://azgfsocialmedia.blogspot.com/
  • Robin, talk about the demise of mainstream media here.
  • http://www.facebook.com/insights/
  • Twittercounter.com
  • Track twitter followers, webinars, tools
  • http://socialmediagovernance.com/policies.phphttp://davefleet.com/2010/07/57-social-media-policy-examples-resources/http://www.scouting.org/scoutsource/Marketing/Resources/SocialMedia.aspx
  • http://www.youtube.com/watch?v=8iQLkt5CG8I

Transcript

  • 1. + Arizona Game and Fish Department Social Media By Robin J Phillips, Managing Editor, The Reynolds Center for Business Journalism
  • 2. + Robin J Phillips | About Me  25 years in the news game  Experience in print, magazines, wire services, online  Deputy business editor, Newsday, The Arizona Republic  Community news manager, azcentral.com  Small Business Editor, BusinessWeek Online  Business Editor, The Record of Hackensack (N.J.)  Co-founder, #wjchat, weekly online web journalism discussion  Co-founder of Perfect Moment Project  Web Managing Editor, The Reynolds Center for Business Journalism
  • 3. + Resource website for you AZGFsocialmedia.blogspot.com
  • 4. + Why Social Media matters … 1. It’s where things happen first Twitter … and 2. It’s huge. And getting bigger. Facebook… and LinkedIn… 3. A way to distribute content, information and Flickr…. 4. Self-promotion, branding that stays with you and Tumblr… 5. Building audience for new blog, new service and Blogger… 6. Cultivating sources, new fans, new customers and YouTube… 7. Real-time news .. right here, right now and WordPress… 8. Creating community .. power in the network and Foursquare… 9. Diversity .. opens up your world and Google Reader…
  • 5. + Doing nothing is not an option
  • 6. + Opportunities  Public Administrators and elected leaders have to find new ways to reach constituents and get their message out.  More importantly, public administrators need to connect with constituents.  Social media allows you to talk directly to your constituents.  People want news.  They want information.  They want to connect.  They want to hear from trusted sources.
  • 7. + Common Social Media problems Problems Solutions  Flying blind.  Listen to your audience.  Unsure where it fits.  Accountability, ownership.  Inconsistent participation.  Set aside resources, time.  Not individual or confident.  Believe peoplefind value in you.  Digitally unsavvy team.  Don’t ‘do’ but ‘be’ social.  Lack of personalization.  Use real team. Don’t robo post.
  • 8. + Top Social Media tips  Make every word count.  Keep it simple.  Write killer headlines.  Graphics expand the story.  People make things interesting.  Share related content.  Consider your audience.  Be as human as possible.
  • 9. + Where do we go from here?  Establish guidelines  Set goals  How many profiles/ accounts to have  Who manages those accounts  Establish workflow  Track progress – social media analytics  Have fun!
  • 10. + 2nd session
  • 11. + Quick recap  Social Media matters  Great bio statements  Tie together Facebook, Twitter, Youtube  Find people to follow: WeFollow  Be as personal, human as possible  Try to avoid automated social media tools  Social media is just a tool – relationships are key
  • 12. + Your friends and fans
  • 13. +
  • 14. + 3rd session
  • 15. + Quick recap  using the tools for work  setting goals and tracking progress  researching within social media tools  ways to find out what people are talking about during certain times, in certain places  how to engage in conversations - beyond promoting your work, how to encourage conversations, take part in them  the difference between personal and professional use of social media tools  ethical concerns - what to tweet, what not to tweet, how to correct something
  • 16. + Set your social media goals  Traffic - visits to your website  Reach - increase fans, follows, friends, likes  Buzz – more mentions means more awareness of you  Ultimately - new people finding you and your services
  • 17. + Reach: Increase followers, fans Facebook insights
  • 18. + Reach: Increase followers, fans Twitter Counter
  • 19. + Reach: Increase followers, fansHubspot
  • 20. + Takeaways  Setting goals, tracking progress.  Right now: People talking about breaking news.  Ideas for engaging as an organization.  Work-life, personal-professional balance.  Be a good social media citizen.  Work together to find your own organizational style.
  • 21. + Getting organized
  • 22. + Let’s look at your social web  Identify which organizational model you’re in  Discuss which model is your desired state  Recognize this isn’t an org chart, it’s a cultural change  Don’t expect changes to happen quickly
  • 23. + Centralized One department (Usually corporate communications) controls all social efforts.
  • 24. + Organic
  • 25. + Coordinated
  • 26. + Multiple hub & spoke or dandelion
  • 27. + Honeycomb
  • 28. + Characteristics. Pros. Cons.  Identify which organizational model you’re in  Discuss which model is your desired state  Recognize this isn’t an org chart, it’s a cultural change  Don’t expect changes to happen quickly Examples of organizational models thanks to Jeremiah Owyang, web-strategist.com
  • 29. + Centralized One department (Usually corporate communications) controls all social efforts.
  • 30. + Centralized
  • 31. + Organic
  • 32. + Organic
  • 33. + Coordinated
  • 34. + Coordinated
  • 35. + Multiple hub & spoke or dandelion
  • 36. + Multiple hub & spoke or dandelion
  • 37. + Honeycomb
  • 38. + Honeycomb
  • 39. + Social Media Policies: Disclosures/ethics/cultural guidelines
  • 40. + Safety/Responsibility Policies
  • 41. + Key roles  Social Strategist  Responsible for overall program  May be multiple strategists  Community Manager  Customer facing role trusted by customers  May have several community mangers
  • 42. + Stakeholders  Executives/directors  Approval to move forward, budget, allocate resources  Communications  What skills to they need to learn and unlearn?  Employees  How will they be educated, supported?  Legal  Protect employees and organization by co-creating policies, guidelnes
  • 43. + Well done!