1. SOCIAL MEDIA
BASICS FOR OREGON CITIES

2. WHAT WE’LL COVER TODAY
• Scope and scale of social media
• Relevant trends
• Social media policies & plans
• Promising practices
• Social media as service

3. WHAT IS
SOCIAL
MEDIA?
• Interactive …..
not authoritative
• Personal …..
not institutional
• “Narrowcast” (through
networks) ….
not broadcast

4. SOCIAL MEDIA
SCOPE & SCALE

5. SOCI
AL
TECH
NOG
RAPH
ICS

7. MILLENNIALS
BABY
BOOMERS

8. “Government engagement is an alien prospect for
this [younger] generation. They don’t want to go
to a community meeting… they want to 'plug in'."
Steven Hardy, MindMixer

9. SENIORS ARE
IN A SOCIAL
CROSSROADS
• Adoption of social
media has tripled in
the Last four Years.
• Now: 43% of internet
users over 65 use
social media

10. TRENDS IN SOCIAL MEDIA
• Social media use in cities is growing, despite
tight budgets.
• Cities are using social media to meet core
operational goals.
• Cities are actively managing and monitoring
social media.
• Fewer than 1% of cities have an employee
who exclusively handles social media.

11. CENTRALIZED SOCIAL MEDIA
MANAGEMENT
• Managed by one central office:
often Mayor’s office or
communication department.
• Everything goes through one
person or small team.
Benefits:
• Content is high-level,
everything is intertwined.
• More cohesive & “on plan.”
• More consistent & accurate.

12. CENTRALIZED SOCIAL MEDIA
MANAGEMENT
Drawbacks:
• Less creativity
• Less variety in
information
• Less buy-in
• Challenge to get “on
the agenda”

13. DECENTRALIZED SOCIAL MEDIA
MANAGEMENT
• Departments or
agencies manage their
own accounts.
Benefits:
• Content is tailored to
audiences’ interest
• More diverse content
and voices.

14. DECENTRALIZED SOCIAL MEDIA
MANAGEMENT
Drawbacks:
• Hard to track
• Less cohesive
• Training intensive

15. HYBRID MODEL
• Profiles and pages are
managed by departments
w/ some central oversight.
Benefit:
• Flexible to city's needs
Drawbacks:
• Potentially hard to
manage process
• Less standardization

16. SOCIAL MEDIA MANAGEMENT
• Create an approval
process that works
• Have a meaningful social
media
• Identify, equip, trust the
gatekeepers
• Build a social media/web
team & meet regularly

17. SOCIAL MEDIA POLICY
PERSONAL | PROFESSIONAL | AS THE CITY

18. YES, YOU NEED A POLICY
• Helps avoid pitfalls
• Should be clear, but
flexible
• Outlines approves tools,
content, procedures
• Complies with state and
federal laws

19. PUBLIC RECORDS & SOCIAL MEDIA
• Short answer: social
media posts are public
record.
• Important to understand
the State and Federal
Laws.
• Work with your attorney
on crafting the policy.

20. CREATING A SOCIAL MEDIA PLAN

21. Listen first.
What is your
city saying?

22. START AT THE BEGINNING
• Clearly identify your city’s
objectives. What do you
want to accomplish?
• Carefully assess your
resources.
• Determine the strategies to
get you there.
• Identify how you’ll measure
success.

23. SOCIAL MEDIA AS A SERVICE
THINKING BEYOND MARKETING &
COMMUNICATIONS.

24. WHAT ELSE IS SOCIAL MEDIA
GOOD FOR?
• Economic
Development
• Political
Engagement and
Policy Feedback
• Emergency
Management

25. - Sarah E.
Madison, Wisconsin
“When you ask for feedback, you will get
non-related feedback. The pertinent
comments are very valuable and it gives
you a perspective on what your
constituents are thinking.”

26. Questions?
!
Kelli Matthews
kelli@turellgroup.com
541.868.7975