Social media presentation v11Presentation Transcript
Social Media Strategy UEP Communications Team May 2012
Progress update• Social Media 101 to management • Completed May 16• Continued Facebook campaigns (Green Cart) • Green Cart monthly reach - 1,005 • Calgary.ca content adjusted based on FAQs• Communications will put forth a strategy on how to further integrate social media into the work that we do • Social media strategy (full)
Desired State: UEP & Social Media• Align UEP social media activity with the bigger City of Calgary conversation• Monitor online conversations and key influencers (e.g. Mayor and Council)• Update communications tools for consistent use across the department• Utilize social media monitoring, alongside qualitative and quantitative research to guide our level of involvement in social media
Strategy #1: Integration of social mediaSocial media channels do no exist on an island, rather they augment, accelerate and amplifyconversations. Accordingly we need to integrate them where appropriate but also manage our return on investment versus other communication channels
Strategy #2: Social media monitoringMonitoring social media to ensure a regular pulsecheck on online conversations (find out where and when conversations are happening, monitor tone of public conversations and public levels of engagement).
Strategy #3: Leverage existing channelsContribute content to existing Cityof Calgary social media channels.If there is a communications need that Corporate channels cannot fill, commit to assessing the real need before jumping in.
Strategy #4: Utilize best practices with respect to social media Develop, share and maintain guidelines thatincorporate relevant best practices and govern the use of social media across business units.
Strategy #5: Embrace a citizen-centric approach Continue to explore the use of social mediachannels to both achieve business goals and improve the citizen’s experience
Strategic implementation• Actively manage UEP’s role in social media bymaintaining this flexible social media strategy to guide theintegration and development of these channels• Identify steps we need to take to get to our desired state:monitor social media landscape, deliver relevant content,build trust with citizens, create relationships• Recognize that social media is a slow build, and proceedwith the expectation that engagement is the end goal
Tactical implementationShort term: • Continued social media monitoring and reporting • Guide to social media (for clients) • Social media toolbox (for communicators) • Appropriate resources and training • Identify key projects complimentary to social media • Define UEP level of participation
Tactical implementationLong term: • Monitor stakeholder engagement and identify research opportunities • Continue to enhance our customer service experience, facilitate customer & stakeholder relations, and support issues management