Social Media for Government Agencies - PolicePresentation Transcript
Rules of the Road Social Media for Public Entities Kris Baxter-Ging City of Tempe
Social media has become a primary communications tool for Tempe With newspapers becoming smaller and covering fewer stories and stretched TV crews, it became an opportunity for us to become our own communication outlet. We provide written and visual stories with accurate information to our audiences. We also greatly cut our advertising budget, like most other cities. Social media has allowed us to continue to reach our audiences. WHY SOCIAL MEDIA FOR TEMPE?
WE ARE DIFFERENT
Government has to follow different rules than the average company or person
Open Meeting Laws
Appropriateness takes on a whole new meaning
Our budgets are decided not necessarily on our successes, like business
BEFORE THE LAUNCH
Creation of Social Media Guidelines for those employees posting as city spokespeople
Who can create an official page and why?
Goal setting – Which tools will help us reach our target audiences? What do we want to communicate? How do we measure it?
Thorough review of our brand to ensure that we are communicating who we truly are
Style discussion – not a formal guide, but agreement of how to be one voice for Tempe
Creation of Social Media Plan
Meeting with City Council to inform them of our tools and efforts
Gear and training
Copies of our Social Media Plan and Social Media Guidelines are available.
If yes, follow it.
If not, talk to all your user groups – staff, Community Relations, administration, city council, to get feedback on acceptable standards – within legal constraints
You will want governing board approval for your policy
Work with your attorney
Steal from the best – you don’t need to start from scratch
DOES YOUR CITY HAVE A POLICY?
HEY OFFICER! ARE YOU FOLLOWING THE LAW?
Original material must be archived
Are a majority of your city council members commenting on the same post? That’s a meeting.
How many of your city council members have blogs, FB and Twitter accounts? Educate them?
RULES OF THE ROAD
Privacy? What privacy? Even if your account is locked …
What guidelines must your employees follow in terms of their personal conduct 24/7?
In short, employees can get in hot water because of their social media use
YOU SAID WHAT?
Can employees bash employers on personal FB pages? Cases for firing have been made …
Representing yourself as an employee means you represent your employer – is your job listed on your FB page, Twitter account?
COMPONENTS OF TEMPE’S PROGRAM Social Media Accounts YouTube http://www.youtube.com/Tempe11Video Facebook www.tempe.gov/cityoftempe Twitter @tempegov -frequent user of Twitpic @tempepolice is NEW Blogspot.com http://blogwithonnie.blogspot.com/ ; http://www.tempemanager.blogspot.com/ Twitpic, Twitterfall and many other items are used. We manage our Twitterfeed with CoTweet.
TOOLS WE USE WITH SOCIAL MEDIA
Slideshare.net – for those PPTs that you want to post (like this one)
Newsroom web page and other driving web pages
Newsletters, banners and other traditional communication tools
Backupify free account for Facebook and Twitter
YouTube 170,000 views Facebook +/- 2,500 ‘likes’ Twitter +/- 4,000 followers Odd stat: we get about one RT per Twitter post and about three comments per Facebook post. Our most popular YouTube videos are those about the dam bursting last summer – fast, relevant information is king for building followers and fans. Cute comes a close second. THE STATS
We track everything we can without spending money to do it.
Facebook Insights drill deeper, too.
MORE FRIENDLY, LESS GOVERNMENT-Y
Fast, relevant information is most important for crisis situations and for high profile news
Water cooler stuff is important – rocket Christmas tree, new pizzeria on Mill
Want to have conversations? Shared experiences will draw people out.
Photo of temporary Hello Kitty cart on Mill generated huge response
Be creative in your efforts to disseminate information
SIDE EFFECTS … People who would never call City Hall let us know about burned out light bulbs on basketball courts, potholes in public parking lots They Tweet about seeing our public officials in public places They treat us like friends, not Big Brother. They treat us like heroes when we fix something fast.
HOW THIS CAN WORK FOR PD
Post Prevention Tips
Promote Special Events
Reminders of DUI weekend crackdowns, etc.
Post Amber Alerts
Share Press Releases
Need Help Catching a Bad Guy On the Run?
Did You Get an Award? Post It.
Repost Items from Area Block Watches and Mention Then in Posts
Crime Trends? Safety Reminders
SOCIAL MEDIA IN A PINCH
When Town Lake burst in July, social media was a primary communication tool
We had more than twice as many new followers and fans in July and August as usual – pretty amazing for the most mellow time of year for Tempe
We Tweeted and posted our status for repairs nearly every day the lake was down, greatly reducing phone calls and letters.
Twitpics, webpages, YouTube, more
Crisis drives numbers – when people need your info, they find you fast.
Some photos Tweeted and Facebooked during Town Lake Dam Repair Process
LOOK AT OUR STUFF: www.tempe.gov/newsroom - our social media policy is on this page, as are links to all our social media pages NEED A HAND? Kris Baxter-Ging City of Tempe [email_address] 480 858-2059 Want to share this with someone? Download this presentation at slideshare.net/tempegov