The State of Social Media (and How to Use It and Not Lose Your Job)


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Keynote address for the National Conference of State Legislatures (NCSL) Luncheon for Legislative Information and Communications Staff and National Association of Legislative Information Technology professionals on October 10, 2012.

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The State of Social Media (and How to Use It and Not Lose Your Job)

  1. 1. How to Use Social Media (and Not Lose Your Job)Andrew KrzmarzickDirector of Community Engagement, GovLoop@krazykriz
  2. 2. Our Time Together Today…1.  How are people using social media? –  The Public –  Your Peers2.  How should policy be implemented? –  Internal –  External
  3. 3. Caveat: My Experience… Starship Captain Lawyer (Not!)
  4. 4. What is ?Tools: Online community of•  Blogs government colleagues•  Forums•  Groups that help each other•  Datasets to do their jobs better.•  Video / Photo Sharing•  ToolsValue: 60,000 Members•  Learn and share with peers •  Federal, state and local employees •  Contractors, non-profits, academia•  Get questions answered quickly •  International (Canada, UK, Australia, etc.)•  Solve problems faster•  Find and contribute best practices
  5. 5. ISource:
  6. 6. Who uses social media more?
  7. 7. Who uses social media? AGE Source:
  8. 8. Source:
  9. 9. Who uses social media? AGE Source:
  10. 10. Who uses social media more? OR ? Source:
  11. 11. Who uses social media? GENDER Source:
  12. 12. Who uses social media? GENDER Source:
  13. 13. Who uses social media more? GENDER
  14. 14. Who accesses more by phone? OR OR ? Source:
  15. 15. Who accesses more by phone? 51% of Hispanics vs. 46% of Blacks …use their phones to access the internet vs. 33% of Whites Source:
  16. 16. Who accesses more by phone? 36% of Hispanics vs. 33% of Blacks …use their phones to access social media vs. 19% of Whites Source:
  17. 17. Who uses ? Source:
  18. 18. Who uses ?
  19. 19. Who uses ? Source:
  20. 20. Source:
  21. 21. …oh, and
  22. 22. Source:
  23. 23. Source:
  24. 24. Source:
  25. 25. How do we Are we translate being politicalpolitical interestor are we to being civichelpful? engagement?
  26. 26. Reactions?
  27. 27. Not Meagan Dorsch (but could be) •  At least 46 states have legislators actively using Twitter, but still only 10% of all state legislators are using it •  Top five Twittering state legislatures are Florida, Missouri, Pennsylvania, California, and Illinois. •  Every state has a legislator using Facebook - more than 2,500 state lawmakers. •  Top five Facebook state legislatures: New York, Minnesota, Michigan, Texas, and North Carolina.
  28. 28. •  provides a side by side comparison of the social media participation rate of each of the 50 states.•  compares states Facebook and Twitter accounts to numbers in 2010 census.•  provides links to Twitter and Facebook accounts for elected officials•  help public affairs and communications professionals better understand the geographical differences in the use of social networking technology to facilitate more strategic campaign plans.
  29. 29. Our hosts rock, too!
  30. 30. Plan:
  31. 31. Invited: 1,500Going: 51Maybe: 27Total: ~5%Comments = 44Participants = 15Total = 1%
  32. 32. Source:
  33. 33. Source:
  34. 34. Reactions?
  35. 35. Should you have social media policy?
  36. 36. What do you think? •  Form a small group with 4-5 people around you •  Assign a spokesperson / note-taker •  Using the worksheet, take 10 minutes to address the scenario assigned to your group •  Be ready to share with the large group •  We’ll address each scenario for 5-10 minutes
  37. 37. Scenario 1: Venting in the Wrong VenueKarla is a state legislative staff member. After aparticularly difficult day, Karla is frustrated with acolleague and makes the following comment on Twitter:“Ridiculous how [name of office] keeps incompetentpeople around. Time to clean House!” She makes thecomment after work hours from a home computer on herpersonal Twitter account. Questions•  Would / should Karla lose her job?•  What would be a fair policy in terms of how agency employees should use social media during their personal time?
  38. 38. Scenario 1: Venting in the Wrong Venue•  Recommendation 1: •  An employee should be extremely careful in posting anything about work, especially if it casts the agency, a colleague or a customer in a negative light.•  Recommendation 2: •  A fair policy would seek to clarify the difference between professional and personal use and connect online behavior to current guidance on the appropriate conduct of an employee in a public setting.
  39. 39. Scenario 2: The Uber-Active CitizenYour lawmaker has a Facebook page that is relativelyactive. It is important to him/her that you post and gainfeedback on pending legislation. However, there is oneactive citizen who frequently posts off-topic comments.He never uses derogatory language or explicitly attackseither the lawmaker or the other commenters.Questions•  What would you do with this poster’s comments?•  Do you have a policy in place for this kind of scenario?•  What kind of policy would govern this situation?
  40. 40. Scenario 2: The Belligerent CitizenRecommendations:•  While it depends on the specific comments, these are most likely of the variety that should remain on the page.•  Reach out to the citizen to explain your policy and coach the person as to how they can stay on topic.•  Strengthen your policy to ensure that you are able to delete off-topic comments that detract from the conversation.•  Create a “Comment Graveyard”?
  41. 41. For Staff and Legislators•  Transparency. Your honesty (or dishonesty) will be quickly noticed in the social media environment…use your real name, and organization, and be clear about your role.•  Be careful. Make sure your efforts to be transparent dont violate privacy, confidentiality, and legal guidelines.•  Write what you know. Make sure you write and post about your areas of expertise.•  Perception is reality. In online social networks, the lines between public and private, personal and professional are blurred. Be sure that all content associated with you is consistent with your work and with the Legislature’s professional standards.
  42. 42. For Staff and Legislators•  Are you providing information? If it helps people improve knowledge or solve problems—then its adding value.•  Act Responsibly: Participation in social computing is not a right but an opportunity... Please know and follow these guidelines as well as the Alaska Legislature’s Computer Acceptable Use Policy, as well as our Ethics Policy.•  Correct errors quickly. If you make a mistake, admit it. Be upfront and be quick with your correction.•  If it gives you pause, then stop. If youre about to publish something that makes you even the slightest bit uncomfortable, dont shrug it off and hit send. Take a minute to review the material, try to figure out whats bothering you, and then fix it.
  43. 43. For Staff and Legislators
  44. 44. For Staff and Legislators •  Limited Personal Use. During normal business hours, personal communications and obtaining information for personal and incidental uses of social media shall be limited to avoid conflicts or interference with legislative duties and responsibilities. •  Security. Senate issued computers, laptops, mobile devices and other hardware, or wireless facility used for social media shall have up-to-date software to protect against destructive technical incidents, including but not limited to cyber, virus, and spyware/adware attacks. •  Management of Senate Social Media and Approved Social Media Accounts. Whenever possible, institute available controls or settings to prohibit or limit the ability of the public to post information and comments that are inconsistent or that violate the Senates social media policy on content of social media;
  45. 45. For Staff and Legislators
  46. 46. For Staff and Legislators Personal or private use during work hours is strictly prohibited. Any such use should occur on employees personal, after hours or break times, provided that use of government computers is prohibited because of the potential misuse or possible threats to system. Any and all personal/ private use must be on personal or private computer equipment.
  47. 47. For Staff and Legislators •  Don’t tweet or post when you are angry or in a bad mood. You may say something you’ll regret. •  Remember that your bosses can go back and check what you’re tweeting or posting, and at what time of day. Therefore, don’t show off your awesome “Bejewelled” or “Farmville” scores, for example, when you are supposed to be working. •  You want to come across as a real person, not a robot. Don’t be afraid to show your personality as long as you don’t embarrass yourself, your representative, or the legislature.
  48. 48. Policy Considerations (from Federal CIO Council)•  Goal: not to say “No” to social media websites and block them completely, but to say “Yes, following security guidance,” with effective and appropriate information assurance security and privacy controls.•  Focus on user behavior, both personal and professional, and to address information confidentiality, integrity, and availability when accessing data or distributing government information.
  49. 49. Training Considerations (from Federal CIO Council) •  Provide periodic awareness and training of policy, guidance, and best practices: ü what information to share, with whom they can share it, and what not to share. ü mindful of blurring their personal and professional life - don’t establish relationships with working groups or affiliations that may reveal sensitive information about their job responsibilities. ü Operations Security (OPSEC) awareness and training to educate users about the risks of information disclosure and various attack mechanisms
  50. 50. For Citizen Engagement This is a moderated blog, and TSA retains the discretion to determine which comments it will post and which it will not. That means all comments will be reviewed before posting. In addition, we expect that participants will treat each other, as well as our agency and our employees, with respect. We will not post comments that contain vulgar or abusive language; personal attacks of any kind; or offensive terms that target specific ethnic or racial groups. We will not post comments that are spam, are clearly "off topic" or that promote services or products. Comments that make unsupported accusations will also not be posted. Off topic comments can be posted in our "Off Topic" post as long as they conform to the comment policy.
  51. 51. For Citizen EngagementPlease be reminded that Florida has a broad public recordslaw. Comments, messages, and links posted here may besubject to public records law. Article 1, Section 24(c) of the Florida Constitution,states each house of the Legislature is exclusively authorized to adopt rules governing theenforcement of the public records with respect to its own public records.This is a family-friendly public forum. Please keep your comments clean and observe thefollowing guidelines when posting on our page:•  Please do not post vulgar, graphic, obscene or explicit comments or materials.•  Please do not post comments or materials that are abusive or hateful. This expressly includes but is not limited to posts that attack a person or entity based on race, ethnicity or religion or posts that represent personal attacks on any person or entity.•  Please do not post solicitations or advertisements. This includes posts that endorse or promote any financial or commercial entity, product or service as well as posts that defame any financial or commercial entity, product, or service.•  Please do not post comments or materials that suggest or encourage illegal activity.Failure to comply with the guidelines listed above will result in your posts being deleted.
  52. 52. For Citizen Engagement
  53. 53. Andrew