Immunization Action Coalition 2010 Social Media Summit: From the Desk of the Commissioner

The Secret to Social Media Success!
Have a pandemic
Have a Director that doesn’t “get” social media
Have a Director that trusts you to implement it
…
Success!

Want to avoid that whole messy pandemic bit? There is another way, though it’s quite a bit more than five steps.

From the Desk of the Commissioner James Garrow Philadelphia Department of Public Health

Mission Tools Metrics Teach Courtesy @levyj413

Should you “do” social media? Well… It depends… Mission Tools Metrics Teach

A Much Better Question: What do you want to accomplish? Mission Tools Metrics Teach

Mission Tools Metrics Teach
Get on Twitter?
Engage women ages 35 to 45?
BAD

Mission Tools Metrics Teach The Most Important Thing! Figure out your MISSION first. That guides EVERYTHING else.

Then, go to where the action is… Wait, so where’s the action? Mission Tools Metrics Teach

LOTS of places! Mission Tools Metrics Teach
Mosque
Recreation Center
Grocery store
Hospital waiting room
School
Synagogue
Examples available!

IF your target audience is there, THEN you’re ready to go! Right? Mission Tools Metrics Teach

That isn’t the end, though. This is your opening.

Your boss has valid concerns. Among them: - Security - Productivity - Brand Image - Usefulness Viruses Hackers Confidentiality Farmville Mafia Wars Chatting Negative feedback Harmful posts How much time will this take and is it worth it?

If you can address those concerns successfully…

To review… Boss’ questions + No idea what you’re going to do Answer Q’s #1-3 + A solid plan infused with best practices to answer Q #4 Today! Social media ninja!

Step 1: Write a social media policy Wait. You DON’T HAVE a social media policy? Right now , someone in your agency is using social media. (Plus they’re on it ALL NIGHT LONG) e.g., by work computer, scheduled post, smartphone, hook or crook, etc.

Someone in your agency is using social media Are they saying libelous things? racist things? misogynistic things? misinformed things? Are they complaining about your agency? your boss? you? Are you liable? Are those things even against the rules?

Someone in your agency is using social media The easy answer? Assuming we don’t want to do that, where do we start?

Most importantly, don’t reinvent the wheel.
Lots of agencies have great social media policies
Lots of those agencies have lots more to worry about from social media than you do
Learn from all of them

Your social media policy should be specific to your situation AND address the following:
Responding to comments/feedback
Allowing comments/feedback
Voice: organizational vs. person on behalf of organization
Ethical conduct
Confidentiality
24/7 usage
Identification as government employee
Work vs. personal use
Message clearance and approval
Examples available!

Step 2: Write your social media plan Your plan should be specific to your situation and should incorporate elements of your social media policy AND address the following:
Example, or “canned,” messages
Voice (organization vs. person)
Accepting/encouraging feedback
Personality (press release vs. human)
Content freshness
Goals/objectives
Which tools to use
METRICS!
Example available!

Mission Tools Metrics Teach Considerations: Monitoring Social media can spiral out of control if not monitored closely (see Domino’s Pizza and YouTube example). Here’s a couple examples of how to keep an eye on the shop:
Google Alerts
Twilerts
RSS feeds
Netvibes
Tweetgrid
Search for “brand or reputation monitoring”

Mission Tools Metrics Teach Considerations: Voice
Voice Study :
Philadelphia Department of Public Health
Authoritative
Official
Difficult to inject personality
Be wary of “press release” speak
Jim Garrow
Full of personality
Easy to interact with
Speak for the Health Department?

Mission Tools Metrics Teach Considerations: Voice
Voice Study :
Boston Public Health Commission
One-stop shop (fewer employees needed)
Greater follower potential
More difficult to get specific followers
Unfocused messaging
PDPHflu
Only for folks interested in flu
Goes dark after flu season
Can become the authority on a subject

Mission Tools Metrics Teach Considerations: Personality

Mission Tools Metrics Teach Considerations: Personality Ask yourself: Do I sound like someone I’d like to spend time with?

Mission Tools Metrics Teach Considerations: Responding

Mission Tools Metrics Teach Considerations: Tools! Finally! The secret weapon? … Go explore for yourself! Ask around! Me? I use mostly web-based tools (can’t install stuff at work), but it really depends. For example, on Twitter, I use four different clients, each in different situations. CoTweet, Seesmic, HelviTweet, Tweetgrid

Mission Tools Metrics Teach Considerations: Metrics
Wouldn’t it be great to know how well our campaigns worked?
How many people read it?
How many people liked it?
How many people thought it good enough to show to their friends?
Heard what worked and what didn’t?
It’s impossible with traditional campaigns, especially given our limited resources (time, staff, funding, etc.).

Mission Tools Metrics Teach Considerations: Metrics
In social media you can do all of that. Seek out and learn as much as you can about these tools:
Google Analytics
Klout (for Twitter)
Google Analytics (for Facebook)
Facebook Insights
YouTube Insights
Wordpress integrated stats (for blogging)
If it’s popular, someone will have stats on it.
Example available!

Mission Tools Metrics Teach Where can I learn more?! Two sets of experts: 1. Leaders Facebook search: “public health” GovTwit.com Govloop.com 2. Experts Remember I said someone in your agency is using social media right now? That’s your expert. Ask them.

Mission Tools Metrics Teach One final thing to remember… Social media is but a tool. Too many feel that social media will replace traditional outreach. Social media is but ONE of the tools we should reach for. I’m sorry to tell you, but your job just got more difficult.

Thank you.

Immunization Action Coalition 2010 Social Media Summit: From the Desk of the Commissioner

by Jim Garrow on Jun 16, 2010

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Immunization Action Coalition 2010 Social Media Summit: From the Desk of the Commissioner Presentation Transcript

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