2. Today’s Learning Objectives
1. Define Social Media and show effectiveness of
utilizing it.
2. Using social media strategically for effective
community education.

3. Messaging in Cyberspace
1. Going from ‘Telling’ to ‘Interacting’.
2. Going from ‘Limited’ to ‘Broad’ audiences – expect
the uninvited.
3. From analogue to digital reality – expect diversity,
real-time response.

4. What is Social Media?
 Forms of electronic communication through
which users create online communities to
share information, ideas, personal message
and other content.

7. Why Social Media for
Prevention/Enforcement Projects?
 We’re Broke – it’s cheap!
 Ability to reach target audience.
 Develops relationships & maximizes
communication
 Usability – ‘almost’ anyone can operate and
navigate through it.
 Recency – instantaneous response from public

8. Sustainment
 Keep it fresh!
 Utilize all team member ideas.
 Garner partnerships with other high
traffic sites.
 Incorporate multiple forms of media
concepts don’t be afraid to branch out!
 Target audience – are you providing
what they need? Ask for feedback.

9. Can
People
Find
You?

11. How do we battle the pot machine?

19. #Marijuana

20. #MedicalMarijuana

21. How do we defeat the pot machine?
• Launch our own social media campaign
(Example 10-day attack).
• “Share, like, follow, retweet” our messaging
as much as possible.
• Multi-agency/group marketing
(#SoberBowl)
• Develop imaging, slogans, hashtag
messages, etc. and promote it.
• Track current news – share news stories
that articulate/demonstrate why MJ is
dangerous.

22. BEWARE: The Machine Will Respond
• Open Forums can backfire
• They will do their best to dispel whatever
facts we put forth.
• Social media requires someone to monitor
it.
• Many times your fans/followers can be your
best advocates.
• We can’t stand on the sideline – expecting
to win – without getting in the game.

23. FB Cautions
• ‘You’ are a reflection of the
‘Project’
• Consider having a personal page
completely separate from your
project.
• Mixed messages on your page

24. Is Social Media Effective?
 MarketingValue?
Facebook = 1 billion users
Twitter = 560 million users
Instagram = 150 million users
Linked In = 240 million users
Pinterest = 70 million users
Google + = 400 million users

25. Is Social Media Effective?
 Headlines
“Casey AnthonyVerdict Sparks Social Media
Frenzy” (2 mil to 3.3 mil pv/minute) (Feedburner)
“@SochiProblems: Photographic ProofThat
Sochi is a Godforsaken Hellscape”
( 340,000 vs. 263,000 followers)
Twitter broke the news of Whitney Houston’s
death 27 minutes before the press did.
MOST IMPORTANT HEADLINE…

26. Is Social Media Effective?
“Social Media Push Get’s Betty White to Host on SNL ”
 500,000 fans of the page
Biggest SNL ratings in 18 months

27. Next Steps?
• Build on materials and research we
currently have.
• Develop a media campaign.
– Create a campaign where everyone is utilizing
the same messaging.
– Try a “10-Day” Attack at critical moments.
– Visual, Visual & more Visual.
– Tug at Heartstrings.
– Short, concise messaging

32. Campaign Ideas
 Live FB/TwitterTown Hall
 Multiple AgencyTwitter Blast (#hashtag)
 Live on-site tweeting
 Use mediaTwitter handles
 Create events in FB – (Legislative hearings, etc)
 UseYouTube – embed segments in other social
media formats.
 Daily/Regular visual messaging

34. Closing Comments
and Questions
Contact Information:
Sherry Bray
KSP Media Coordinator
(502) 782-1800
Sherry.bray@ky.gov