Leveraging Social Media Skills


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Social media is no longer a fad or what you do for fun at night. Instead social media plays a big role in how to connect with citizens and improve collaboration in public service agencies. This session will teach you how to use social media effectively in government from tactical tips to insight on navigating the legal and security hurdles.

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  • The 2011 Joplin tornado was a catastrophic EF5 multiple-vortex tornado that struck Joplin, Missouri in the late afternoon of Sunday, May 22, 2011.
  • HowTo.gov is the federal government’s primary resource to help agencies improve the customer experience and engage with citizens via digital media. It helps agencies meet their mission by delivering government-wide best practices, training and shared tools developed by GSA and government-wide communities of practice.
  • In a recent opinion DOJ concludes that in certain circumstances a Federal employee is violating the Antideficiency Act when he or she opens and agency account for a social media application that has a standard TOS that includes and open-ended indemnification clause which could result in the agency’s legal liability in excess of the agencies appropriation. Do NOT unintentionally (or intentionally) violate the Antideficiency ActThe Hatch Act of 1939 is a United States federal law whose main provision is to prohibit employees (civil servants) in the executive branch of the federal governmentfrom engaging in partisan political activity.
  • Prize can be non monetary – photo op/mtg. with VIP, op. to present at a conference, recognition on a website
  • Leveraging Social Media Skills

    1. 1. Leveraging SocialMedia SkillsJuly 26, 2012
    2. 2. Agenda1. The Value of Digital Communications2. The End Result = Meet Key Objectives3. Top Uses and Mega Trends of Social Media in Government4. 3 Quick Tips to make social media work for you5. 3 More Things to Know6. Discussion: Article title “Should all social media managers be under 25?” #nextgengov
    3. 3. If Twitter was a country Population: 140 millionIt would be bigger than Russia, Ukraine and Kazakhstan #nextgengov
    4. 4. If Facebook was a country Population: 1 billion active users It would be the world’s 3rd largest countryBigger than North and South America combined #nextgengov
    5. 5. If Email Was a CountryIt Covers Continents It would be an empire: 2.9 Billion users #nextgengov
    6. 6. What is the Value of Digital CommunicationsImproved communication can have an incredibleimpact on a public sector organization’s ability toachieve its mission.To be successful, most organizations must be able toreach large and relevant audiences quickly with newinformation.Digital communication channels create new ways toaddress the age-old problem of improvedcommunication with the public as well as higherexpectations and new complexities. #nextgengov
    7. 7. Mission Objectives + Digital Strategy“I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives.” – President Barack Obama: Digital Government Strategy, May 2012.PURPOSE = Give people useful information to make a difference intheir daily life, around topics such as: • Employment • Housing • Health • Safety • Recreation #nextgengov
    8. 8. What are we really trying to accomplish?1. Choosing to get a flu shot2. Adopting a pet3. Converting to a digital service4. Applying for a grant5. Commenting on a regulation6. Creating an app from a government dataset #nextgengov
    9. 9. Digital Services Innovation Center• Improve services to the American People through improved Web Services and Mobile Applications• Goal = Digital services and government information anywhere, anytime and on any device.• Identify and provide performance and customer service satisfaction measurement tools to improve service delivery #nextgengov
    10. 10. Agencies are now allowing access 2010: 55% of respondents said their agencies were blocking access to Social Media channels 2011: 19% of respondents said their agencies were blocking access to Social Media channelsSource:Market Connections 2011 Social Media in the Public Sector Study, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html #nextgengov
    11. 11. Top 5 Federal Uses of Social Media Communicate with Informed Decision Citizens and Other Internal Collaboration Making Agencies Research/Information Marketing and Gathering PromotionSource:Market Connections 2011 Social Media in the Public SectorStudy, Oct. 2011http://www.marketconnectionsinc.com/Reports/social-media-in-the-public-sector-2011.html #nextgengov
    12. 12. 5 Mega Trends with Social Media and Government**Source:http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/com #nextgengov
    13. 13. 1. The Cry for Transparency “This is a terrible time to be a control freak” – Hillary Clinton, U.S. Secretary of State• Broad recognition that government information belongs to the people• Technology is enabling a new wave of sharing• Best practice: U.S. Government Printing Office site o volumes of documents now available at visitor finger tips #nextgengov
    14. 14. 2. Citizen Engagement “The opportunity of social media and government is not economic or technological. It’s emotional.” — Aneesh Chopra, Former CTO of the U.S. Government• Challenge.gov rewards citizens with cash prizes and other non-monetary incentives for solving government problems• Data hackathons• NASA has a range of programs encouraging active participation in agency project – customize your own NASA project page #nextgengov
    15. 15. 3. Humanizing Government “Social media is not a second website, it’s a community.” — Tristram Perry, U.S. State Department• People are people, brands are building an emotional connection• Citizens are expecting government to do the same• NavyForMoms.com• U.S. Embassy, Jakarta = (502,927 likes) more Facebook likes than all embassies combined #nextgengov
    16. 16. 4. Crisis ManagementWhile the networks rushed from the big cities andJoplins local news media found themselvesoverstretched, local would-be journalists steppedinto the lurch. #nextgengov
    17. 17. 5. Real-time Response (and Mobile)• In private sector, there are many case studies about companies using social media as an effective tool to solve problems in real-time• These practices are being adopted by state and city (and federal) governments.• With a tweet or text (or an app) — potholes, broken street lights and other issues are being reported and fixed.• 311-Twitter service in San Francisco, for example, has answered over 7 million calls and thousands of more requests online. Why wouldn’t citizens expect national governments to do the same? *Source: http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/ç #nextgengov
    18. 18. 4 Quick TipsTo aid you when implementing social media in your organization #nextgengov
    19. 19. 1. Aim for an integrated approach #nextgengov
    20. 20. 2. You don’t have to do it all Test => Learn => Iterate #nextgengov
    21. 21. 3. Leverage existing resources #nextgengov
    22. 22. 4. Learn from GovLoop #nextgengov
    23. 23. 3 Things to Know Want to Create a Facebook page?Want to learn from others doing social media? Want to start a challenge on Challenge.gov? #nextgengov
    24. 24. 1. Creating a Social Media AccountCOPE in Action #nextgengov
    25. 25. Don’t say “No,” Part 1Goal: not to say “No” to social media and block accesscompletely, but to say “Yes, following securityguidance,” with effective and appropriate informationassurance security and privacy controls. #nextgengov
    26. 26. Don’t say “No,” Part 2Provide periodic awareness and training of policy,guidance, and best practices:  what information to share, with whom they can share it, and what not to share.  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.  See what’s available  Work with your agency POC  Set up an account  Put accounts in the Social Media Registry #nextgengov
    27. 27. COPE in Action How to Be Successful • Spark discussion and give people a reason to belong. • Customize your information for your audience. • Develop unique, engaging content. • Post regularly. • Set goals and reassess them periodically. #nextgengov
    28. 28. COPE in Action Avoid the Pitfalls • Do NOT unintentionally (or intentionally) violate the Anti-deficiency Act • Do NOT unintentionally (or intentionally) violate the Hatch Act #nextgengov
    29. 29. 2. Join Communities of PracticeGovernment social mediaprofessionals are encouragedto join one of theHowTo.gov communities ofpractice especially if you haveexpertise in a particular areayou want to share including: • Social Media • Challenges and Contests • Mobile Gov • Social Media Metrics #nextgengov
    30. 30. 3. Challenge.gov #nextgengov
    31. 31. 3. Facts about Challenge.gov• Today: 198 Challenges from 46 agencies • 1.5 million+ visits this year • Audience from 194 countries & territories • Median prize purse: $8,500 • 103k supporters • 51 data-focused, 24 apps challenges• Free to all federal agencies• Full end-to-end platformFollow @ChallengeGov andFacebook.com/ChallengeGov #nextgengov
    32. 32. Group Discussion #nextgengov
    33. 33. COPE in Action Group Discussion #nextgengov
    34. 34. COPE in Action Group Discussion #nextgengov
    35. 35. COPE in Action Group Discussion #nextgengov
    36. 36. COPE in Action Group Discussion #nextgengov
    37. 37. COPE inGroup Discussion – Things to note Action 1. The article was written on July 20 (6 days ago) 2. The author has still yet to respond to any comments regarding the article, or she write a follow-up article 3. She blocked commenters when they reached out to her on Twitter (even respectful comments) #nextgengov
    38. 38. COPE in Action Discussion - Questions Group 1. Why do you think this article elicited such a huge reaction? 2. What lessons can we learn from this experience? 3. What would you have done differently? 4. If you were faced with a similar public affairs crisis in your agency, what steps would you take to remediate? #nextgengov
    39. 39. Want more tips on citizen engagement?Visit www.HowTo.gov or www.ReachThePublic.comClients, you can also join the GovDelivery group on GovLoop -- - www.govloop.com/group/thegovdeliveryusergroupJoin GovLoop.com the knowledgenetwork for Government #nextgengov
    40. 40. How to reach usBetsy Steele@betsyasteeleCenter for Excellence in Digital Governmentbetsy.steele@gsa.govJoseph Porcelli,@JosephPorcelliDirector, Engagement Servicesjoseph.porcelli@govdelivery.com202-407-7461Lauren Modeen,@ExilaurenEngagement Strategistlauren.modeen@govdelivery.com #nextgengov