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Social media risks and rewards amo conference 2011 draft 5

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a 1.5 hours presentation and q&a to an audience municipal councilors and administrators in Ontario

a 1.5 hours presentation and q&a to an audience municipal councilors and administrators in Ontario

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    Social media risks and rewards   amo conference 2011 draft 5 Social media risks and rewards amo conference 2011 draft 5 Presentation Transcript

    • Social Media and Municipalities: Risks and Rewards
      www.redbrick.ca
    • Some Social Media Stats
      An average Canadian spends 17 hours online every week.
      72% of Canadians are using social media.
      Over 16 million Canadians are on Facebook.
      Toronto is ranked #6 worldwide in number of Twitter users.
      The fastest growing demographic on Facebook is women aged 45 to 60.
    • Municipal use in Ontario
      • Ontario municipalities are behind.
      • We are approaching a sharp tipping point.
      • Municipalities are catching up.
      • Bandwidth is catching up.
    • Drivers for Municipalities
      • Public expectations and demand
      • Select departments:
      • Emergency services
      • Parks and recreation
      • Public works
      • Economic Development
      • Cultural Development
      • Campaign experience
      • Employee Networking
    • What are Municipalities Doing?
      Facebook
      Twitter
      YouTube Channel
      LinkedIn Company Profile
      Flickr
      Blogging
    • Who is Using Social Media?
      Large and small. Urban and rural.
      Six times more municipalities are using social media than in April 2010.
      Grew from less than 20 to more than 125, out of a total of 444 municipalities.
    • Barrie
      Burlington
      Clarington
      Deseronto
      Guelph
      Kitchener
      London
      Mississauga
      Newmarket
      Niagara Region
      Municipalities to Watch
      Nipigon
      Orangeville
      Oshawa
      Ottawa
      Quinte West
      South Dundas
      Stirling-Rawdon
      Stratford
      Terrace Bay
      York Region
    • Facebook
      London uses Facebook to share community events, links, photos, and to engage with users. 5,000+ people “Like” it.
      What are they doing?
      • The leading social media platform
      • More than 750 million users.
      • Primary demographic is 25 to 45.
      • The fastest growing population is women aged 45 to 60 years old.
      • 50% of active users log into Facebook at least once a day.
      Many organizations, businesses and brands use Facebook pages to communicate with their customers and audiences.
    • More than 175 million users.
      Great for conversation building and increasing traffic to websites.
      Primary demographic is 35 - 45.
      Users post content and links in a public post of 140 characters called a ‘Tweet’.
      Hashtags = using a # symbol to tag posts with a topic. It allows topics to be threaded and searchable (i.e. #Twitter, #AMO2011, #FF).
    • The City of Guelph on Twitter
      Guelph is sharing information and links, and engaging in conversation with more than 2,700 followers on Twitter.
    • LinkedIn is a professional social networking site, connecting over 75 million users through business connections.
      Primary demographic is 35 to 55.
      Helpful tools/features: creating groups, company profiles, interconnection with other social media platforms, such as Twitter and blog feeds.
    • Municipalities on LinkedIn
      South Huron, Stratford and York Region all maintain LinkedIn profiles.
    • Rewards
      Build an online relationship with residents and stakeholders.
      Speak directly to residents’ concerns.
      Provide useful information such as important community news, service changes, traffic construction updates, etc.
      A direct-to-user channel where you can tell your own story.
    • Risks
      Council use during meetings.
      Political spats.
      Media criticism.
      Tweeting first, thinking later (ready, fire, aim).
      Publication of closed meeting information.
      Issues management: what if people are critical, negative or even abusive?
      Public is often poorly informed.
      Authorized vs. unauthorized staff use.
      Commitment of time and resources.
    • Risk: Employees as Designated Communicator
      The operators of the City’s water system have received four reports from residents complaining that their drinking water has a bitter taste and an odd smell. The City’s investigation is underway.
      On the City’s Facebook page, a resident makes a tongue-in-cheek post stating, “My water tastes like it came out of the swamp down the road!” Shelly is a summer student and “deputized” social media communicator for the City. She readies herself to respond.
    • Social Media Policy for Designated Communicators
      Issue tailored “licenses” to communicate
      Establish the terms of the license based on a subject-matter specific risk assessment
      Identify the individuals can communicate and the one or two individuals who are accountable
      Determine how communication work will be remunerated
    • Green Light, Yellow Light, Red Light
      A model for your designated communicators
      An attempt to balance control and creativity
      No approval necessary
      Approval required
      Don’t even ask
    • Risk: Off-Duty Expression
      Chelsea is a caregiver at a municipal long-term care facility. She’s had a bad go lately, and has used her Facebook page to vent. She’s griped about patients, supervisors and co-workers. Only one of Chelsea’s 20 friends works at the municipality, and was so shocked by the comments that she brought a copy of the page into the facility’s HR manager.
    • Social Media Policy for All Employees
      The duties already exist
      Social media policies
      Put the rules in context
      Debunk the privacy myth
      Give fair notice to employees
      Consider packaging your message as something other than policy
    • Social Media Policy for All Employees
      At a minimum, address these duties
      Duty of loyalty and fidelity
      Duty to keep certain information confidential
      Duty to refrain from harassment/disparagement
      Duty to provide productive service
      Duty to disclaim association with municipality
    • Best Practices
      Speed has changed the game considerably but the same “rules” apply:
      • Helpful
      • Humble
      • Not overly promotional
      • Positive
      • Productive
      • Interesting
    • Best Practices
      Adhere to a social media policy. One for staff and one for designated communicators.
      Don’t leave it all up to someone fresh out of school.
      Simple works.
      Pre-approved tweets.
    • Best Practices
      Identify central themes and speak to the heart of an issue.
      “Change, controversy, human interest” still apply.
      Think before you tweet. What you say is on record.
      Post regularly, respond to those who engage you and do so in a timely manner.
      Be transparent (use real names), honest, friendly and knowledgeable.
    • For More Information
      Brian Lambie,
      Redbrick Communications
      @brianlambie
      lambie@redbrick.ca
      www.redbrick.ca
      905-271-1669 ext. 151
      Dan Michaluk
      Hicks Morley LLP
      @danmichaluk
      www.allaboutinformation.ca
      www.hicksmorley.com
      416-864-7253
      www.redbrick.ca