Social Media Policies and Effective Strategies
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Social Media Policies and Effective Strategies

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Social Media Policies and Effective Strategies Social Media Policies and Effective Strategies Presentation Transcript

  • Susan Thares 03/13/2013 Social Media Policies & Effective Strategies
  • Things To Consider Before You Begin • What are you solving for? • Who is the audience you want to reach? • What does your customer want/need from you? • Engagement or one-way communication? • Where does your audience engage on social media? • What constitutes success? • What resources ($$ and people) are available? • Identifying key stakeholders in your organization • Leverage other government resources
  • Policy Components • Purpose • Scope • Who does it apply to • Background & Definition • Defining social media/digital engagement & benefits of using it for your agency • How is relates to and advances your agency mission • Roles & Responsibilities • Who is authorized to speak in an official capacity • Approval processes • Policy Specifics • Access • Account Management • Acceptable Use • Legal Requirements • How it’ll be managed/Governance
  • Creating Policy Internal Use Guidelines • Follow all applicable government & agency policies • Disclose only publicly available information • Don’t use your status to discuss overly personal info • Show respect & professionalism • Respect other’s privacy • Correct misinformation or mistakes • Avoid political statements
  • Creating Policy External Use Guidelines • Comment Policy • Linking Policy • External link evaluation criteria • Disclaimer of endorsement • If you receive PII
  • Creating Policy • Obtain Terms of Service for all Third- Party Apps you plan to use • Get approval from OGC • Familiarize yourself with the latest records management, privacy and security guidelines • Leverage all the great resources on HowTo.gov
  • Making them available…
  • First Steps to an Effective Strategy
  • Starting your Strategy • Listen online for questions, comments, information gaps around your products and services • Wade through the noise, look for good nuggets and don’t take it personally • Creating content is key • Write in plain language, inject some humor and go beyond text based content • Link back to resources on your websites • Build an inventory of content before you start and determine how often you are going post • Metrics • What to measure and how to report it • Adjusting as you go
  • Online customer listening is essential to a successful social media strategy
  • Create Relevant Content MonitorTrends Identify Key Customer Issues Listen
  • • Include a variety of links to your websites, resources and blogs • Create visual collateral (video, photos, infographics) • Create a content calendar • Repurpose content when you can • Retweet relevant info from the White House, other agencies and other parts of your agency
  • • Establish some basic metrics • Review metrics regularly and adjust accordingly (e.g. # posts/tweets, time of day, days of the week, etc.) • What content resonated most with your audience • Test different ways to communicate a message (e.g. use different tweet headlines that link to the same blog) • Create FAQ spreadsheet with corresponding answers in Facebook and Twitter formats
  • Sample FAQ document
  • Have Fun with It
  • StudentAid.gov Homepage 16
  • Facebook www.facebook.com/FederalStudentAid 17
  • Facebook Post Examples 18
  • Twitter www.twitter.com/FAFSA 19
  • Twitter Post Example 20 Shortened link to info on StudentAid.gov
  • The more the merrier… 21
  • YouTube 22 www.youtube.com/FederalStudentAid
  • Some of our YouTube Playlists 23