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Social media relations in the public sector
 

Social media relations in the public sector

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Presentation to LGC Social Media conference, London, 15 September 2009

Presentation to LGC Social Media conference, London, 15 September 2009

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    Social media relations in the public sector Social media relations in the public sector Presentation Transcript

    • Projecting and protecting your organisation’s reputation and message online Simon Wakeman Head of Marketing
    • 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
    • why bother?
    • people have always talked about you...
    • ...but social media is different
    • no geographical boundaries
    • no social boundaries
    • at web speed
    • 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) • key issues and identified risks • campaign-specific terms
    • 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
    • 2. Assessment
    • • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
    • • size of community/group involved SCALE / • rate of growth TREND? • relative influence WHO? CONTEXT? ABILITY TO RESPOND?
    • • size of community/group involved SCALE / • rate of growth TREND? • relative influence of group WHO? CONTEXT? ABILITY TO RESPOND?
    • • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    • • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    • • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND?
    • • who’s involved? SCALE / • relative influence (offline / online) TREND? • position in network? WHO? CONTEXT? ABILITY TO RESPOND? ...but what about customer service?
    • • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    • • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    • • the bigger picture SCALE / • fit with protocols / rules TREND? • consistency with other channels WHO? CONTEXT? ABILITY TO RESPOND?
    • • how could you respond? SCALE / • what channels do you have available? TREND? • can you respond in time? WHO? CONTEXT? ABILITY TO RESPOND?
    • SCALE / TREND? WHO? 1. Ignore 2. Monitor and review 3. Respond CONTEXT? ABILITY TO RESPOND?
    • 3. Action
    • PROTOCOLS ROLES CHANNELS • clear, understood social media policy for staff (at work and at home) • make sure other policies are consistent (eg ICT, HR) • have an agreed system for handling social media relations
    • PROTOCOLS ROLES CHANNELS • who is responsible for social media relations? • what skills / competencies are needed for this role? • working with customer service teams
    • PROTOCOLS ROLES CHANNELS • in public vs in private • respond at source? • use existing council presences to reply? • be ready for the conversation...
    • principles • transparency • timely • considered • appropriate tone and style
    • 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
    • simon.wakeman@medway.gov.uk simon@simonwakeman.com +44 (0) 7771 701902 twitter: simonwakeman www.simonwakeman.com/lgcsoc