Social media and public sector communications -
protecting and developing your reputation online




                     ...
social networks
we learnt…

     • more than just an online billboard
               • invest time in interacting
                        ...
twitter
Medway
Council


   100
RSPB
 Medway
 Council

                  765

100
SCC



      478




                  RSPB
 Medway
 Council
                         765

100
SCC
                         1243 people

      478




                  RSPB
 Medway
 Council
                          ...
SCC




                RSPB
Medway
Council
we’re learning…


• to provide interesting content
     • to maximise shareability
                 • to be human
     • t...
social media relations
we learnt…


                • role of social media
    monitoring in issues management
• be ready to engage when appropri...
social media relations
influencing reputation through direct
two-way social media communications
influencing reputation through direct
two-way social media communications
influencing reputation through direct
two-way social media communications
three steps to effective
 social media relations
1. Monitoring
the local online audit
effective online monitoring
what to monitor

                                • place names
• people’s names (members, staff, community)
              ...
www.google.com/alerts
search.twitter.com




                     www.tweetbeep.com
www.technorati.com




                     www.blogpulse.com
www.icerocket.com                      www.socialmention.com




                    www.backtype.com
bit.ly/UJJP




              boardreader.com
but...




         www.facebook.com/search
• News - mainstream news and editorial outlets
• Blogs
• Social - includes Facebook public data, Twitter, and
FriendFeed.
...
2. Assessment
• size of community/group involved
 SCALE /     • rate of growth
 TREND?      • relative influence



  WHO?




CONTEXT?
...
• size of community/group involved
 SCALE /     • rate of growth
 TREND?      • relative influence



  WHO?




CONTEXT?
...
• size of community/group involved
 SCALE /     • rate of growth
 TREND?      • relative influence of group



  WHO?




...
• who’s involved?
 SCALE /     • relative influence (offline / online)
 TREND?      • position in network?



  WHO?




C...
• who’s involved?
 SCALE /     • relative influence (offline / online)
 TREND?      • position in network?



  WHO?




C...
• who’s involved?
 SCALE /     • relative influence (offline / online)
 TREND?      • position in network?



  WHO?




C...
• who’s involved?
 SCALE /     • relative influence (offline / online)
 TREND?      • position in network?



  WHO?




C...
• the bigger picture
 SCALE /     • fit with protocols / rules
 TREND?      • consistency with other channels



  WHO?


...
• the bigger picture
 SCALE /     • fit with protocols / rules
 TREND?      • consistency with other channels



  WHO?


...
• the bigger picture
 SCALE /     • fit with protocols / rules
 TREND?      • consistency with other channels



  WHO?


...
• how could you respond?
 SCALE /     • what channels do you have available?
 TREND?      • can you respond in time?



  ...
1.Ignore
2.Monitor and review
3.Respond
3. Action
PROTOCOLS                 ROLES                CHANNELS




• clear, understood social media policy for staff
(at work and...
PROTOCOLS                 ROLES               CHANNELS




• who is responsible for social media relations?
• what skills ...
PROTOCOLS                ROLES               CHANNELS




• in public vs in private
• respond at source?
• use existing co...
more than just communications

• disruption of traditional hierachies/elites
     • digitally-enabled community groups
   ...
simon@simonwakeman.com

       +44 (0) 7771 701902

    twitter: simonwakeman
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009
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  • Twitter example – council news release to approx 100 follower RSPB follow us – they comment to their 765 followers
  • Twitter example – council news release to approx 100 follower RSPB follow us – they comment to their 765 followers
  • Twitter example – council news release to approx 100 follower RSPB follow us – they comment to their 765 followers Scc retweet to 478 followers (total 1243)
  • Twitter example – council news release to approx 100 follower RSPB follow us – they comment to their 765 followers Scc retweet to 478 followers (total 1243)
  • Twitter example – council news release to approx 100 follower RSPB follow us – they comment to their 765 followers Scc retweet to 478 followers (total 1243)
  • Social Media for the Public Sector presentation - Connected Nottingham - 3 December 2009

    1. 1. Social media and public sector communications - protecting and developing your reputation online Simon Wakeman 3 December 2009
    2. 2. social networks
    3. 3. we learnt… • more than just an online billboard • invest time in interacting and responding • need to offer value to community • social networks effective for issues that people actually care about?
    4. 4. twitter
    5. 5. Medway Council 100
    6. 6. RSPB Medway Council 765 100
    7. 7. SCC 478 RSPB Medway Council 765 100
    8. 8. SCC 1243 people 478 RSPB Medway Council 765 100
    9. 9. SCC RSPB Medway Council
    10. 10. we’re learning… • to provide interesting content • to maximise shareability • to be human • to monitor and respond
    11. 11. social media relations
    12. 12. we learnt… • role of social media monitoring in issues management • be ready to engage when appropriate • we needed to think about how to deal with this kind of thing...
    13. 13. social media relations
    14. 14. influencing reputation through direct two-way social media communications
    15. 15. influencing reputation through direct two-way social media communications
    16. 16. influencing reputation through direct two-way social media communications
    17. 17. three steps to effective social media relations
    18. 18. 1. Monitoring
    19. 19. the local online audit
    20. 20. effective online monitoring
    21. 21. what to monitor • place names • people’s names (members, staff, community) • key issues and identified risks • campaign-specific terms
    22. 22. www.google.com/alerts
    23. 23. search.twitter.com www.tweetbeep.com
    24. 24. www.technorati.com www.blogpulse.com
    25. 25. www.icerocket.com www.socialmention.com www.backtype.com
    26. 26. bit.ly/UJJP boardreader.com
    27. 27. but... www.facebook.com/search
    28. 28. • News - mainstream news and editorial outlets • Blogs • Social - includes Facebook public data, Twitter, and FriendFeed. • Forums - online groups and forums • Comments - all mentions found in blog comments • Video - YouTube, and mentions/comments from other known online video sites • Images - Flickr and other popular online image sites www.filtrbox.com
    29. 29. 2. Assessment
    30. 30. • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
    31. 31. • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
    32. 32. • size of community/group involved SCALE / • rate of growth TREND? • relative influence of group WHO? CONTEXT? ABILITY TO RESPOND?
    33. 33. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    34. 34. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    35. 35. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    36. 36. • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND? ...but what about customer service and link to reputation?
    37. 37. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    38. 38. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    39. 39. • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    40. 40. • how could you respond? SCALE / • what channels do you have available? TREND? • can you respond in time? WHO? CONTEXT? ABILITY TO RESPOND?
    41. 41. 1.Ignore 2.Monitor and review 3.Respond
    42. 42. 3. Action
    43. 43. PROTOCOLS ROLES CHANNELS • clear, understood social media policy for staff (at work and at home) • good examples at http://socialmediagovernance.com/policies.php • make sure other policies are consistent (eg ICT, HR) • have an agreed system for handling social media relations
    44. 44. PROTOCOLS ROLES CHANNELS • who is responsible for social media relations? • what skills / competencies are needed for this role? • working with customer service teams
    45. 45. PROTOCOLS ROLES CHANNELS • in public vs in private • respond at source? • use existing council presences to reply? • be ready to engage in a long and spreading debate...
    46. 46. more than just communications • disruption of traditional hierachies/elites • digitally-enabled community groups • duty to involve / promote democracy • more collaborative and participative future for local government
    47. 47. simon@simonwakeman.com +44 (0) 7771 701902 twitter: simonwakeman

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