Social Media for Public Affairs


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Presentation to Washington Area State Relations Group on why social media matters to public affairs professionals.

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Social Media for Public Affairs

  1. 1. Social Media: Why it Matters for Public Affairs July 14, 2008
  2. 2. Introductions <ul><li>Mike Panetta, Vice Pres., Public Affairs and Emerging Media, Grassroots Enterprise </li></ul><ul><ul><li>Has been with Grassroots Enterprise over 5 years </li></ul></ul><ul><ul><li>Leads social media and public affairs practice </li></ul></ul><ul><ul><li>Over a decade of experience helping non-profits and governments agencies use the Internet for communication goals </li></ul></ul><ul><ul><li>Elected official in the District of Columbia </li></ul></ul><ul><ul><li>Also used to be a shopping mall Santa </li></ul></ul>
  3. 3. What We Will Cover Today <ul><li>What is social media? </li></ul><ul><li>Why it’s such a hot topic among communication professionals. </li></ul><ul><li>Key components of social media and case studies. </li></ul>
  4. 4. Questions to Ask Before You Start <ul><li>Who are you trying to reach? </li></ul><ul><li>What do you want them to do? If you can’t answer these, you having bigger issues to address than whether or not to be on Twitter… </li></ul>
  5. 5. So How Many of You? <ul><li>Use Facebook? </li></ul><ul><li>Tweet on Twitter? </li></ul><ul><li>Update a blog? </li></ul><ul><li>Upload Audio or Video Content </li></ul>
  6. 6. What is Social Media and Networking? <ul><li>Social Networking has always existed - even before computers </li></ul><ul><li>Internet now makes it easy to connect with a more people and share more information than ever before </li></ul><ul><li>Not just gossip at the water cooler any more - it’s video, audio, web site being spread among individuals </li></ul><ul><li>Information now quickly jumps from “node” to “node” </li></ul>
  7. 7. Core Elements of Social Media <ul><li>Most Social Media Sites Feature: </li></ul><ul><ul><li>Creating a Profile </li></ul></ul><ul><ul><li>Connecting with Others </li></ul></ul><ul><ul><li>Updating Status </li></ul></ul><ul><ul><li>Adding Content </li></ul></ul><ul><ul><li>Tagging Content </li></ul></ul><ul><ul><li>Joining Groups and Networks </li></ul></ul>web of contacts + shared content = social media
  8. 8. What’s all the fuss about? <ul><li>Fundamental shift in the power of communication and the flow of information </li></ul><ul><li>Fragmentation of media landscape continues on a relentless pace </li></ul><ul><li>Traditional media business models are starting to erode </li></ul><ul><li>People did not have access to the amount of information they do today </li></ul><ul><li>The power of distribution of information is what gets public affairs professionals excited about social media…. </li></ul>Old Media: New Media:
  9. 9. Media Landscape is Fragmented 16.3 million in 2009 106 million in 1983 Vs.
  10. 10. As Options Expand…Time Does Not Source:, Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media Research
  11. 11. Lack of Trust = Word of Mouth Now Key <ul><li>People no longer place a great deal of trust in institutions or the media </li></ul><ul><li>Only 25% rate the honesty and ethical standard of journalists as “high” or “very high”, while 33% said they were “low” or “very low” (Source: The Project for Excellence in Journalism ) </li></ul><ul><li>Only 26% have a high degree of trust in the government (Source: Gallop, Sept 2008) </li></ul><ul><li>Word of mouth is key in the spread of information - 66% of people believe what other consumers have posted online (Source: Nielsen) </li></ul>
  12. 12. Email List: Still important, but declining
  13. 13. Your Web Site is the Hub, Not the Destination A comprehensive online communication strategy is best served by work with social media outposts. Getting your content into numerous channels is key. YOUR CAMPAIGN
  14. 14. The Key is Integration… RSS Feeds LinkedIn YouTube Facebook Twitter
  15. 15. Facebook <ul><li>Over 200 million active users worldwide - average active user spends 25 minutes a day on the site </li></ul><ul><li>Used by people to share links, photos, videos, status updates, and other information </li></ul><ul><li>Facebook users log in to see a “feed” of what their friends are doing </li></ul><ul><li>Creating a Facebook Page for your organization is straightforward and free </li></ul><ul><li>Getting your information into the Facebook feed that a user sees is the best way to spread your themes and messages </li></ul>
  16. 16. Facebook: Using a Page <ul><li>Pages are best way for organizations to get on Facebook </li></ul><ul><li>Users become “fans” instead of friends </li></ul><ul><li>Page administrators can update page like a profile – status updates, photos, videos, etc. </li></ul><ul><li>Fans can comment on items, “like” them, or share by sending to others or reposting to their own profile </li></ul>
  17. 18. Twitter <ul><li>Asks a simple question: What are you doing? </li></ul><ul><li>Updates can only be 140 characters or less </li></ul><ul><li>Users create a profile and then follow others - can get updates via text or on the web </li></ul><ul><li>People submitting “tweets” around a common topic can use tags, e.g. (#iranelection) </li></ul><ul><li>Sounds like an exercise in ego-gratification until you see what some innovative agencies are doing with it. </li></ul>
  18. 19. Twitter Frenzy!! http://www. youtube .com/watch? v=iglWyCGFTts
  19. 20. Twitter Frenzy!! <ul><li>20 million visitors in February </li></ul><ul><li>753% growth in visits in 2008 </li></ul><ul><li>70% of all users joined in 2008 </li></ul><ul><li>5-10 thousand new accounts daily </li></ul>
  20. 21. Twitter’s Core Elements <ul><li>Hashtags to group tweets around events or issues </li></ul><ul><li>Using the “@” symbol for public replies and linking to other users: </li></ul><ul><ul><ul><li>“ Follow @MikePanetta for news about DC politics” </li></ul></ul></ul><ul><li>Re-Tweeting what others have posted via your own profile. This is a key way to spread information over Twitter, usually accompanied by “RT” and the original user’s name: </li></ul><ul><ul><li>“ RT @MikePanetta House vote today on H.R. 123 #healthcare” </li></ul></ul><ul><li>Direct Messaging </li></ul><ul><li>Search tools - What’s happening right now </li></ul>
  21. 24. Twitter: Incorporating Content
  22. 25. Emerging Trends via Twitter
  23. 27. YouTube and other online video sites <ul><li>Posting videos and commenting on them is a very popular component of social media - cameras are cheap and ubiquitous </li></ul><ul><li>Videos are not only seen on YouTube but also fed into blogs, Facebook, and other web sites via cut and paste embedding code </li></ul><ul><li>Other video sharing sites include Vimeo,, Flickr, and Veoh </li></ul>+ = Global Distribution
  24. 28. Anyone can be a publisher
  25. 29. Scanning the Blogosphere: Technorati
  26. 30. Blog Monitoring Tools
  27. 31. Think Like a Dandelion <ul><li>The dandelion doesn’t skimp on distributing it seeds far and wide </li></ul><ul><li>Even though over 90% are wasted, dandelions seem to sprout in every crack in the sidewalk </li></ul><ul><li>Digital means of distribution are cheap or free – so stop thinking in terms of scarcity </li></ul><ul><li>You’ll be surprised where your content can take root and flourish if you “give it wings” </li></ul>
  28. 32. Additional Reading <ul><li>The Groundswell Winning in a World Transformed by Social Technologies by Charlene Li </li></ul><ul><li>Here Comes Everybody The Power of Organizing Without Organizations by Clay Shirky </li></ul><ul><li>Marketing to the Social Web How Digital Customer Communities Build Your Business by Larry Weber </li></ul>
  29. 33. Questions or Comments