• More likely to sign a petition in real life than online. (22% vs. 17%)• More likely to contact a government official about an issue in person, byphone, or buy letter than online, by email, or by text message. (21% vs.18%)• Much more likely to comment on an online news story or blog postabout a political or social issue than they are to call into a live radio orTV show. (18% vs. 7%)• Slightly more likely to send a letter to the editor to a newspaper ormagazine online, by email, or by text message than to send a letter byregular mail. (4% vs. 3%)Source: US Pew Internet Research, April, 2013How likely are citizens to act?
• Social Network Users are more likely to be politically active.• More Americans used social networking sites for politicalpurposes in 2012 than used them at all as recently as2008.• 83% of political SNS users also get involved in political orsocial issues in one way or another outside the bounds ofsocial networking sites themselves.Source: US Pew Internet Research, April, 2013Key findings from PEW
1. Aligning Objectives• Social media use should support the organizational missionand overall communication strategy2. Transparency and Collaboration• Social media tools to create a more coordinatedenvironment3. Engaging the Public• Social media changes the way government engages citizens4. Privacy and Security• Key issues and concerns5. Analytics and Metrics• Ensuring accurate, targeted performance analysisKey Considerations
Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpgStart with Why?
Organizational GoalsCommunications ObjectivesMeasures of SuccessOperational TacticsBreaking it Down
Source: City of Edmonton Open Data Project.Transparency with Open Data
• Enterprise social tools regularly usedby government workers includewikis, blogs, microblogs, socialtagging, user comment options anddiscussion groups• Social tools can motivate location-independent collaboration inanyone-to-anyone communications• IT departments are upgradingexisting intranets by integratingsocial tools such asTwitter, Facebook, etc.Collaboration - Agencies
1. Information Dissemination1. Customer Service2. Two Way DiscussionGet Started Engaging the Public
• Privacy Security & Sensitive Information• Exposing personal information violates FOIPPA• Copyright• Actions could be an infringement of intellectual propertyrights.• Appropriate Information• Employee cannot use their government employee status toprivately comment on social media sites• Compliance and Record Keeping• Any information or advice provided online must be retainedand filed in accordance with appropriate government recordmanagement standards of proceduresSource: BCGov Policyhttp://www.cio.gov.bc.ca/local/cio/informationsecurity/policy/summaries/33_social_media.pdfPrivacy & Security
• Growth of target communities -Benchmarks required. How much hasthe community grown?• Engaging communities - Howengaged are your publics?Likes, Comments, Mentions etc• Conversions – Are we getting clickson our links? Do people completeactions?• Loyalty – are people coming back toyour content or site after the first visit?• Sentiment – are people’s postspositive, negative or neutral?• Customer Service – Do you havebenchmarks? Are we trying to improvethose?Analytics & Metrics
• Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocialMentionsWebsitetraffic fromsocial sitesA Social Marketing Example
Organizational GoalsCommunications ObjectivesMeasures of SuccessOperational TacticsStarting with Why
• Get Started on Twitter• Set up a Facebook Page• Establish Rules with your team• Do not abandon your channel• Follow the Social Media Leaders• What not to do. Bad ExamplesWhat can you do?
• Represent yourself in your profileSource: twitter.com/andreareimerGet started on Twitter
Source: facebook.com/ChristyClarkForBC• Represent yourself in your profileSet up a Facebook Page
• Who can post?• What types of posts are made?• Post at least once a day on Twitter• Follow Carefully• Respond and Engage• Post at least once a week on Facebook• Try to use first person when possible• Stay PositiveEstablish rules with yourteam
• Respond and engage when time allowsDo not abandon your channel
• Old photos on social networks are foreverSource: FacebookWhat no to do. Bad Examples.
• Things you said 11 years ago on a gaming forumcan hurt you politically.Source: http://www.huffingtonpost.ca/2013/05/02/jane-shin-ndp-burnaby-lougheed-racist-comment-medical_n_3201659.htmlWhat no to do. Bad Examples.
• Saying stupid things will sink your shipSource: TwitterWhat no to do. Bad Examples.
• What are your organizational objectives?• Where does your audience gather?• Social Networks are great for Networking• Be human. Interact. Build Trust.• Do not behave negatively• Do not abandon your account• Work with a trusted teamWhen getting started
Special Thanks to Tina Chalal & The LMLGASignup for a Free HootSuite Account Today!HootSuite.comLet’s take a look if there’s time!Learn more about Social Media for Government:• Tweet me: @kempedmonds• This Presentation: j.mp/kemplmlga• More Presentations: j.mp/kempslidesQ & A