0
Social Media
for Municipal
Government
City of La Grange
December 16, 2013
Get these slides here:
:
http://sarahtpage.com/CityOfLaGrange/
Today We’ll Cover …
•
•
•
•
•

Why social media?
Daily management
Common social media platforms
Best practices and Example...
Why Social Media?
Keep It Simple
• Remember: It’s just a conversation
• We can either engage in the conversation with
our customer, or they ...
Primary Functions of Social Media in
Government
• Share – inform citizens of public services and
activities
• Listen – obs...
What Are Your Goals?
• Provide additional channels for citizen input
and other potentially affected interests
• Increase t...
Why Is Social Media Scary?
Someone could say something BAD about you!

Flickr: andyaldridge
2011 Fels Institute Social Media Report
2011 Fels Institute Social Media Report
Daily Management
Centralized vs. Departmental
Management
Centralized
• Single page = bigger
audience
• Professionally managed
pages/channel...
Things To Consider
•
•
•
•
•

Records retention
Legal issues/constraints
Transparency
Terms of use
Social media policies
Assessing New Social Media
• Clearly identify objectives
• Determine a strategy for its use
• “Listen” to the social media...
Common Social Media Platforms
Facebook, Twitter, and YouTube
What Is Facebook?

• Social networking service that allows users
to connect to friends and businesses
• Share content, lin...
Facebook Stats
• Over 1.1 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Fac...
What Is Facebook?
Facebook Benefits
• Low cost
• Engage with fans of your page
• Fans receive your updates and can upload
comments, photos, ...
Facebook Benefits
• Can incorporate content from other social
media platforms
– Ex: blog posts, updates from Twitter, pict...
Know Your Audience

Photo: stijnbokhove
Facebook Insights
Facebook Insights
What Is Twitter?

• Free social networking and micro-blogging site
that allows users to send and read messages
known as “t...
Twitter Stats
• 500 million users
• 60% of active users use their mobile phone to
tweet
• Average number of followers per ...
What Is Twitter?
Twitter Benefits
•
•
•
•
•
•
•

Low cost
Speed of feedback
Potential reach of message
Customer engagement/service
Track wh...
What Is YouTube?

• Allows people to discover, watch, and share
originally-created videos
YouTube Stats
• More than 1 billion unique users visit YouTube
every month
• 100 hours of video are uploaded every minute
...
Best Practices and Examples
Have a Great Bio
Share Information
Use Cover Photos
As Advertising
Use Hashtags
Be Human
Ask Questions
Be Helpful
Show, Don’t Tell
Use Local Experts
Try Instagram
Brought to you on behalf of Pedernales
Electric Cooperative
Start Pinning
Resources
• Social Media Policy
– http://www.portlandoregon.gov/auditor/article/372781
• Portland social media directory
–...
Can I Help?

Call
Me!
Follow Me
Facebook.com/SarahTPageConsulting

Linkedin.com/in/sarahpage

@pagetx

Sarah Page, Principal
Sarah T. Page Consu...
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
Social Media for Municipal Government
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Social Media for Municipal Government

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Presentation given to staff of the City of La Grange, TX on December 16, 2013 on the use of social media in municipal government.

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  • Others?Crisis communications/emergency management
  • Most comprehensive survey on the use of social media in local government. Surveyed 108 cities in the Summer of 2011.
  • Ask the strategic question: Why do we want a social media site? The answer to that question will vary from organization to organization, and department to department. Thus, what should be recommended will vary. If you decide to allow departmental pages, there should be a vetting process before letting the department go off on their own. There should be a strategy for how the social media channel should be used, a written social media policy that employees agree to, and training provided to staff that will have access to the channels. Regardless of who manages the page, each page should have a unified look with a logo, corporate branding, and/or other graphic standards. That should come from the PIO or Communications office.
  • Handout:Ways to Use Twitter
  • Handout:Ways to Use Twitter
  • Handout:Ways to Use Twitter
  • Handout:Ways to Use Twitter
  • Transcript of "Social Media for Municipal Government"

    1. 1. Social Media for Municipal Government City of La Grange December 16, 2013
    2. 2. Get these slides here: : http://sarahtpage.com/CityOfLaGrange/
    3. 3. Today We’ll Cover … • • • • • Why social media? Daily management Common social media platforms Best practices and Examples Q&A
    4. 4. Why Social Media?
    5. 5. Keep It Simple • Remember: It’s just a conversation • We can either engage in the conversation with our customer, or they will have the conversation without us. Flickr: Search Engine People Blog
    6. 6. Primary Functions of Social Media in Government • Share – inform citizens of public services and activities • Listen – observe, analyze, and understand what citizens are sharing to improve public services • Engage – respond, collaborate, and create with citizens to improve public services. Source: http: //www.howto.gov
    7. 7. What Are Your Goals? • Provide additional channels for citizen input and other potentially affected interests • Increase the transparency of the City’s decision-making process • Facilitate a sense of community • Reach new audiences with City messages and information These are the City of Round Rock’s social media goals. What are yours?
    8. 8. Why Is Social Media Scary? Someone could say something BAD about you! Flickr: andyaldridge
    9. 9. 2011 Fels Institute Social Media Report
    10. 10. 2011 Fels Institute Social Media Report
    11. 11. Daily Management
    12. 12. Centralized vs. Departmental Management Centralized • Single page = bigger audience • Professionally managed pages/channels • Control over content/messaging • Small cities may lack resources/staff Departmental • Niche channels for niche content • Enthusiastic content experts • Central office should guide & teach – not control content • Small cities may have younger/geekier staff (due to lower pay grades)
    13. 13. Things To Consider • • • • • Records retention Legal issues/constraints Transparency Terms of use Social media policies
    14. 14. Assessing New Social Media • Clearly identify objectives • Determine a strategy for its use • “Listen” to the social media conversation for new potential channels • Realistically assess resources • Reach out to peer cities for advice
    15. 15. Common Social Media Platforms Facebook, Twitter, and YouTube
    16. 16. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
    17. 17. Facebook Stats • Over 1.1 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC; expandedramblings.com
    18. 18. What Is Facebook?
    19. 19. Facebook Benefits • Low cost • Engage with fans of your page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in their friends’ streams – This can prompt others to check out the City of La Grange pages too!
    20. 20. Facebook Benefits • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, pictures from Instagram, videos from YouTube, location-based apps (FourSquare), etc. • Targeted advertising opportunities (cheap too!)
    21. 21. Know Your Audience Photo: stijnbokhove
    22. 22. Facebook Insights
    23. 23. Facebook Insights
    24. 24. What Is Twitter? • Free social networking and micro-blogging site that allows users to send and read messages known as “tweets” • Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
    25. 25. Twitter Stats • 500 million users • 60% of active users use their mobile phone to tweet • Average number of followers per Twitter user is 208 • Twitter engagement rates for brands are 17% higher on Saturdays and Sundays Source: Linchpin SEO; expandedramblings.com
    26. 26. What Is Twitter?
    27. 27. Twitter Benefits • • • • • • • Low cost Speed of feedback Potential reach of message Customer engagement/service Track what people are saying about you Create buzz around upcoming events Promote the city and other content you create
    28. 28. What Is YouTube? • Allows people to discover, watch, and share originally-created videos
    29. 29. YouTube Stats • More than 1 billion unique users visit YouTube every month • 100 hours of video are uploaded every minute • 6+ billion hours of video are watched each month • YouTube reaches more adults ages 18-34 than any cable network Source: http://www.youtube.com/t/press_statistics
    30. 30. Best Practices and Examples
    31. 31. Have a Great Bio
    32. 32. Share Information
    33. 33. Use Cover Photos As Advertising
    34. 34. Use Hashtags
    35. 35. Be Human
    36. 36. Ask Questions
    37. 37. Be Helpful
    38. 38. Show, Don’t Tell
    39. 39. Use Local Experts
    40. 40. Try Instagram
    41. 41. Brought to you on behalf of Pedernales Electric Cooperative
    42. 42. Start Pinning
    43. 43. Resources • Social Media Policy – http://www.portlandoregon.gov/auditor/article/372781 • Portland social media directory – http://www.portlandonline.com/?c=51425&a=468696 • Louisville social media directory – http://www.louisvilleky.gov/socialmediacenter • Social media policy database – http://socialmediagovernance.com/policies.php • Fels Institute study – https://www.fels.upenn.edu/sites/www.fels.upenn.edu/fil es/fels_promising_practices_the_rise_of_social_media_w ebsite_final.pdf
    44. 44. Can I Help? Call Me!
    45. 45. Follow Me Facebook.com/SarahTPageConsulting Linkedin.com/in/sarahpage @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
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