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

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Arizona Game and Fish
Department
Social Media
By Robin J Phillips, Managing Editor,
The Reynolds Center for Business Journalism

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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

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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…

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Doing nothing is not an option

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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.

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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.

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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.

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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!

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2nd session

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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

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Your friends and fans

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3rd session

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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

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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

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Reach: Increase followers, fans
Facebook insights

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Reach: Increase followers, fans
Twitter Counter

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Reach: Increase followers, fans
Hubspot

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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.

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Getting organized

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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

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Centralized
One department (Usually corporate communications) controls
all social efforts.

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Organic

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Coordinated

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Multiple hub & spoke or dandelion

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Honeycomb

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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

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Centralized
One department (Usually corporate communications) controls
all social efforts.

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Centralized

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Organic

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Organic

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Coordinated

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Coordinated

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Multiple hub & spoke or dandelion

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Multiple hub & spoke or dandelion

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Honeycomb

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Honeycomb

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Social Media Policies:
Disclosures/ethics/cultural
guidelines

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Safety/Responsibility Policies

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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

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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

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Well done!