Integrating Social Media into Public Involvement Strategies - Transportation Research Board (TRB)

DISCUSSION DOCUMENT
DISCUSSION DOCUMENT
Integrating Social Media into Communication and PI Strategies
Social Media
Embracing Change
Washington, DC
January 10, 2010
McLean, VA
March 2009
This document is confidential and is intended solely for the use and information of the client to whom it is addressed.

“
President Obama’s vision is to make government more participatory, transparent, and collaborative
Incorporate the values of transparency, participation and collaboration into the ongoing work of (the) agency…
“inform the public”
“use modern technology to disseminate useful information”
“contribute ideas and expertise”
“take specific actions”
”
…increase opportunities for public participation in and feedback on the agency’s core mission activities.
Open Government Directive Memorandum, December 8, 2009

Government is mandating it, customers are demanding it – why aren’t we living it?

Social media doesn’t exist in a vacuum
Use tactics that will reach and engage your stakeholders, not the most novel or highest profile
Front end/pre-decisional
Linked to major milestones
Ongoing
Timing
Communications
Goals
Awareness/informational
Understanding
Buy-in
Cooperation/Behavior Change
Themes
Target
Audiences
Tailored
Messages
Anticipate needs
Address unique concerns
Solicit input/cooperation
Shared
Understanding
& Buy-in
Informational
Motivational
Promotional
Conciliatory
Tone
Communications
Triggers
Multi-Media/Internet
One-on-One
Manager to employees
Embedded champions
Channels
Resources
Feedback
Loops
Accessible
Genuine
Active
Responsive

Social media are tactics - a means to an end - and the end is your overall communications goal and stakeholder needs

Transportation Agency X wants to launch a social media program for their large capital infrastructure improvement, Project Y. Now what?
What goals and objectives do we want to achieve by creating social media presences?
What are our measures of success?
What channels and tools will we use? Why those and not others? How can social media become another tool in our communications toolbox?
Who will manage the day-to-day social media presences?
Who will we be talking to via social media? Who is our target audience?
What is our internal approval process for tweets, blog posts, Facebook updates, etc.?
How will we work with IT to ensure the Agency website is integrated with our social media program?
How frequently will we post content?
How will we handle responding to queries received via social media? What is our timeframe for responding?
How can we use our social media presences in the event of a crisis or rapid response situation?

While the potential barriers to implementation are significant, the risks of not adopting social media could be even higher
"Although some may dismiss the site as a simple prank or minor irritant, the fact is that the information presented was false and misleading and could lead to unwarranted concern by the public."
- Police Chief Art Acevedo

As with all communications programs, social media efforts require measurement and assessment of success in achieving objectives
Evaluation and analysis of social media efforts should focus on ROE – Return on Engagement – rather than ROI
Transportation systems used by the public are already the subject of discussions on blogs, Twitter, YouTube, and Flickr – to join the conversation, we have to play by the established rules
Identify goals and objectives to determine measurement criteria
How is the value of a conversation measured? Focus on the level of engagement with target audiences via social media efforts
Longer term, assess the overall impact of your efforts.
Snapshot from Radian6 reports

Listening to social media conversations is easier than ever, and there are a wide variety of free monitoring tools available

Appendix – Examples of Social Media in the Transportation Industry

Your customers are using social media channels, official or unofficial, to stay informed about your organization
Social Networks
Blogs
Customers are creating their own communities to rally around causes andto ensure their voices are heard
Local bloggers are engaging the public about capital projects, service offerings and administrative issues

Transportation organizations can and do use social media to engage partners and the public around issues and ideas
Video
Blogs & Microblogs
Sharing information and inviting community comments through on-line video
Open data initiative allows developers to build customized applications
Sharing information and inviting community comments on blogs and Twitter

Organizations can also use social media to enhance customer service through timely and accessible information
Display the latest service advisories and news updates on your desktop or mobile device
Wireless schedule, maps, service notifications and arrival times
RSS
MobileWeb
Riders can interact and answer each others’ questions
Government and customer-driven service notifications, delays, closures, and driver/rider alerts on Twitter
Microblogging
Social Networks

Social media is also being used to collaborate with partners and rally public support for events, campaigns, and initiatives
Barcamps
Bring together passionate people to enable innovative solutions in an open environment
Facebook
Generate “buzz” around special events

Communities and media outlets are using social media to report on and shape public opinion about your organization
Live-blogging / live-tweeting at local meetings
Blogging / tweeting to rate and complain about service
US Airways Jan 2009 crash in the Hudson River was first reported on Twitter
Media outlets are getting their sources and stories from social media
YOUR ORGANIZATION SHOULD HAVE A VOICE IN THIS DISCUSSION!

QUESTIONS?

Contact me, talk to me, argue with me, ask me questions…
Steve Radick, Associate with Booz Allen Hamilton
Comment on my external blog – Social Media Strategery
Connect with me on LinkedIn
Find me on Twitter
Download my photos
Watch my videos
See what I'm bookmarking
Connect with me on GovLoop
Download my presentations
Connect with me on the TRB Social Media Workshop Group

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Integrating Social Media into Public Involvement Strategies - Transportation Research Board (TRB)

by Steve Radick on Jan 10, 2010

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