Fairfax County, Virginia www.facebook.com/fairfaxcounty Greg Licamele Director, Online Communications [email_address]
Today’s Media Environment <ul><li>Traditional media on the decline. </li></ul><ul><li>Who fills the void? How do messages ...
2000 (Then) 46% of adults use internet 5% with broadband at home 50% own a cell phone <5% are content creators 0% connect ...
Today’s Media Environment <ul><li>“ ... the old, linear model for information dissemination of authorities- to -public rel...
Today’s Media Environment <ul><li>We, the government, are simply one content provider and everyone else has just as much p...
Social Media and Emergencies <ul><li>National Response Framework: </li></ul><ul><li>“ The local senior elected or appointe...
Social Media and Emergencies <ul><li>Get content to where eyeballs are looking, especially during all four phases of emerg...
H1N1 Flu Vaccine <ul><li>We relied on our .gov site, Facebook and Twitter to provide real-time updates about mass H1N1 vac...
 
 
Oct. 20, 2008 =  4 fans   Jan. 28, 2010 =  2,930 fans
Demographics Debunked <ul><li>Fairfax County’s Facebook Fans: </li></ul><ul><li>90%  age 25+  58%  age 35+ </li></ul>
Some Facebook Mechanics
Writing Wall Posts <ul><li>“ Streams, Walls and Feeds”  </li></ul><ul><ul><li>107 guidelines for social media sites based ...
Preferred Types of Info <ul><li>Relevant </li></ul><ul><li>Timely </li></ul><ul><li>Actionable </li></ul>
Preferred Types of Info <ul><li>Relevant:  Pertains to people’s daily lives </li></ul>
Preferred Types of Info <ul><li>Timely:  Deadlines, events, related to current events </li></ul>
Preferred Types of Info <ul><li>Actionable:  Register, attend, etc. </li></ul>
Our Facebook Fans Say <ul><li>Satisfaction Levels:  </li></ul><ul><ul><li>Facebook =  5.86   </li></ul></ul><ul><li>(Ratin...
Selected Comments <ul><li>“ It has become my go-to aggregator for local information. I don't have to look anywhere else be...
Selected Comments <ul><li>“ Reminders regarding finite time windows -- specifically recycling program days, registration d...
Other Guidelines From Usability Studies <ul><li>Focus on one topic/subject per message </li></ul><ul><li>Write concise mes...
The Short Happy Life of Facebook Posts <ul><li>Posts are part of a constant stream of info people see along with friends a...
Tone <ul><li>You </li></ul>
Promotion
Link Shorteners 1.) go.usa.gov  2.) bit.ly
Policies <ul><li>Fairfax County developed a  social media appendix  to our Web Content Policy. </li></ul><ul><ul><li>Encou...
Six Criteria for Comments <ul><li>(i) Spam or include links to other sites;  </li></ul><ul><li>(ii) Clearly off topic;  </...
Since March 2009:
FBML 1.) Edit Page 2.) Browse Applications 3.) Search for FBML 4.) Code FBML Boxes
Closing Thought <ul><li>“ We can no longer afford to work at the speed of government. We must remain relevant to the peopl...
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Using Facebook in Government

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  • Putting to bed the myth that only high school or college kids use these tools
  • Using Facebook in Government

    1. 1. Fairfax County, Virginia www.facebook.com/fairfaxcounty Greg Licamele Director, Online Communications [email_address]
    2. 2. Today’s Media Environment <ul><li>Traditional media on the decline. </li></ul><ul><li>Who fills the void? How do messages and information spread? How do we tell people directly what’s going on at the local level? </li></ul>
    3. 3. 2000 (Then) 46% of adults use internet 5% with broadband at home 50% own a cell phone <5% are content creators 0% connect wirelessly = slow, stationary connections built around my computer, simple chat and information exchange 2008 (Now) 75% of adults use internet 57% with broadband at home 82% own a cell phone ~40% are content creators 62% connect wirelessly = fast, mobile connections built around outside servers and storage and social / civic engagement Pew Internet & American Life Project
    4. 4. Today’s Media Environment <ul><li>“ ... the old, linear model for information dissemination of authorities- to -public relations- to -media is outmoded...” </li></ul><ul><li>“ ... the public is able to take not only a more active part in seeking information, but also in providing information to each other...” </li></ul><ul><ul><ul><ul><ul><li>- Palen and Liu, 2007 </li></ul></ul></ul></ul></ul>
    5. 5. Today’s Media Environment <ul><li>We, the government, are simply one content provider and everyone else has just as much power (though not necessarily the same credibility) to provide public information. </li></ul><ul><li>Help others become our information ambassadors. </li></ul><ul><li>Answer questions and provide quality customer service. </li></ul>
    6. 6. Social Media and Emergencies <ul><li>National Response Framework: </li></ul><ul><li>“ The local senior elected or appointed official (the mayor, city manager, or county manager) is responsible for ensuring the public safety and welfare of residents.” </li></ul><ul><li>ESF 15/PIOs communicate this info; need to use today’s tools . </li></ul>
    7. 7. Social Media and Emergencies <ul><li>Get content to where eyeballs are looking, especially during all four phases of emergency management. </li></ul><ul><li>Build capacity now, not during an emergency. </li></ul>
    8. 8. H1N1 Flu Vaccine <ul><li>We relied on our .gov site, Facebook and Twitter to provide real-time updates about mass H1N1 vaccination clinics </li></ul><ul><li>681 Facebook comments/likes since October on flu information </li></ul><ul><li>Engaged in factual dialogue often </li></ul>
    9. 11. Oct. 20, 2008 = 4 fans Jan. 28, 2010 = 2,930 fans
    10. 12. Demographics Debunked <ul><li>Fairfax County’s Facebook Fans: </li></ul><ul><li>90% age 25+ 58% age 35+ </li></ul>
    11. 13. Some Facebook Mechanics
    12. 14. Writing Wall Posts <ul><li>“ Streams, Walls and Feeds” </li></ul><ul><ul><li>107 guidelines for social media sites based on usability studies </li></ul></ul><ul><ul><li>http://www.useit.com/alertbox/streams-feeds.html </li></ul></ul>
    13. 15. Preferred Types of Info <ul><li>Relevant </li></ul><ul><li>Timely </li></ul><ul><li>Actionable </li></ul>
    14. 16. Preferred Types of Info <ul><li>Relevant: Pertains to people’s daily lives </li></ul>
    15. 17. Preferred Types of Info <ul><li>Timely: Deadlines, events, related to current events </li></ul>
    16. 18. Preferred Types of Info <ul><li>Actionable: Register, attend, etc. </li></ul>
    17. 19. Our Facebook Fans Say <ul><li>Satisfaction Levels: </li></ul><ul><ul><li>Facebook = 5.86 </li></ul></ul><ul><li>(Rating scale:   1 = Very Dissatisfied, 4 = Satisfied, 7 = Very Satisfied) </li></ul><ul><li>Comments reflected relevancy, timeliness and actionable info </li></ul>
    18. 20. Selected Comments <ul><li>“ It has become my go-to aggregator for local information. I don't have to look anywhere else besides the FFXCo page to see what is going on. While the FFXCo website is very good, the Facebook page can't be beat for a quick overview of what's going on in the county.” </li></ul>
    19. 21. Selected Comments <ul><li>“ Reminders regarding finite time windows -- specifically recycling program days, registration deadlines, etc.” </li></ul><ul><li>“ List various volunteer opportunities for families to do together. I work during the week, but if there was something that kids and parents could do together on a weekend, we'd be interested in that.” </li></ul>
    20. 22. Other Guidelines From Usability Studies <ul><li>Focus on one topic/subject per message </li></ul><ul><li>Write concise messages </li></ul><ul><li>Try to avoid repeating government/company name in message </li></ul><ul><li>Avoid info that’s only valuable to employees </li></ul><ul><li>Respond to questions within 24 hours, but be selective, too </li></ul><ul><li>If possible, send messages when users are likely to access social networks </li></ul>
    21. 23. The Short Happy Life of Facebook Posts <ul><li>Posts are part of a constant stream of info people see along with friends and other organizations, so your messages will not be viewed by everyone: we’re not reaching all of our 3,000 fans with every message </li></ul><ul><li>Users are unlikely to visit your actual page </li></ul><ul><li>Solutions: </li></ul><ul><ul><li>Post messages before/after work </li></ul></ul><ul><ul><li>Post on weekends </li></ul></ul><ul><ul><li>Facebook E-mail Updates: summarize postings </li></ul></ul>
    22. 24. Tone <ul><li>You </li></ul>
    23. 25. Promotion
    24. 26. Link Shorteners 1.) go.usa.gov 2.) bit.ly
    25. 27. Policies <ul><li>Fairfax County developed a social media appendix to our Web Content Policy. </li></ul><ul><ul><li>Encourages engagement with the public, but only with facts, not opinions </li></ul></ul><ul><ul><li>Facebook Comments Policy </li></ul></ul>
    26. 28. Six Criteria for Comments <ul><li>(i) Spam or include links to other sites; </li></ul><ul><li>(ii) Clearly off topic; </li></ul><ul><li>(iii) Advocate illegal activity; </li></ul><ul><li>(iv) Promote particular services, products, or political organizations; </li></ul><ul><li>(v) Infringe on copyrights or trademarks; </li></ul><ul><li>(vi) Use personally identifiable medical information. </li></ul>
    27. 29. Since March 2009:
    28. 30. FBML 1.) Edit Page 2.) Browse Applications 3.) Search for FBML 4.) Code FBML Boxes
    29. 31. Closing Thought <ul><li>“ We can no longer afford to work at the speed of government. We must remain relevant to the people we serve.” </li></ul><ul><ul><ul><li>-- Los Angeles Fire Department PIO about using Twitter (and other social media tools) </li></ul></ul></ul>

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