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The new social media and your municipality
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  • HOW MANY OF YOU THINK TWITTER AND FACEBOOK AND ALL THAT STUFF IS A WASTE OF TIME?LET’S PUT THINGS INTO PERSPECTIVE. IT TOOK RADIO 38 YEARS TO REACH 50 MILLION USERS. TV, JUST 13 YEARS. STILL, WE HAD TIME TO ADAPT. THE INTERNET? 4 YEARS AND 50 MILLION WERE USING THE NEW MEDIUM. ONLY TOOK 3 YEARS FOR 50 MILLION TO HAVE A PERSONAL MEDIA PLAYER.BUT IT TOOK LESS THAN NINE MONTHS FOR ONE HUNDRED MILLION TO BELONG TO FACEBOOK. WE – AS A SOCIETY – HAVEN’T HAD TIME TO ADAPT OR UNDERSTAND IT ALL.THE BOTTOM LINE? THIS WORKSHOP IS FIRST AND FOREMOST ABOUT LEADERSHIP. NEXT, IT’S ABOUT COMMUNICATION AND CONVERSATION. THEN, WE GET TO THE SPECIFICS OF SOCIAL MEDIA.
  • distrust of government – a dismal economy, an unhappy public, bitter partisan-based backlash, and epic discontent with Congress and elected officials.the public now wants government reformed and growing numbers want its power curtailed. there is less of an appetite for government solutions to the nation’s problemsHere’s what’s frustrating. Local government representatives are taking the brunt of that mistrust. How many of us hear from constituents about how we’re all wasting money and how we ought to cut a budget that’s – in our experiences – as low as it can go before we start slashing basic services?http://people-press.org/report/?pageid=1698
  • Many cities represented here provide water and sewer services to an entire region. We pick up trash and safely dispose of it. We maintain streets and traffic signals. And we provide police and fire protection – and maintain public parks where citizens express their opinions about the shape of government. Still, we, our colleagues, and public servants from meter readers to mayors are feeling the heat of this frustration that’s very clearly pictured by this Pew opinion poll.It’s frustrating to see elected officials and city employees working hard and getting phone calls that continue to escalate beyond complaints about service, but to down-right anger and counter-productive vitriol. What’s happening to our nation? What’s happening to our citizens? What’s happening to our communities?
  • I think part of the answer is found in this chart. It’s a little-known survey by the Knight Foundation and Gallup…do a little set up…a full 40% of citizens in these 26 cities are likely to leave their towns if they can…more detail…When people care about where they live, they’re more likely to try to fix what’s wrong, rather than constantly complain…But there’s opportunity here. The Pew poll we started with? People want less government involvement. Guess what? When more people are loyal to and passionate about their communities, when less people are unhappy? There’s a greater pool of talented, motivated people who are going to bring solutions and resources to the table. Do NOT underestimate the importance of this chart in your town. The difference it can make when we can come closer to balancing or flipping these numbers. Do. NOT! How do we do that? Attitude. Communication. One person at a time. Nothing fancy. No huge expensive media campaign will work. Real people, knowledgeable, passionate, articulate FEARLESS PEOPLE can turn your town – our state – on its head.http://www.soulofthecommunity.org/
  • Japan has 1 vending machine for every 23 people.About this time last year I picked up a white paper by Mike McGrath, communications manager for the national civic league. In that paper he draws a vivid comparison between how some people react to local government and how some communities are able to work together to solve problems.http://www.pacefunders.org/publications/NewLaboratoriesofDemocracy.pdf
  • Everyone has a role. And every community member understands those roles are tied to personal interests, skills, and/or abilities. There’s mutual respect and appreciation. Clearly-defined and understood roles.We’ve gone 5 or 6 minutes and we still haven’t said the words, “social media.” Guess what? The first thing to understand about emerging and emerged methods of communication is that it’s not about the medium. It’s all about influence.
  • Influence!
  • Here’s what happens – because of emerging media…So let’s first understand the power of social media and why we might be afraid of it, intimidated by it…because it’s been used against us…
  • Now, let’s understand new media in the context of the world we all grew up in…
  • Why the next hour is really important to you and to your community.
  • This is important. It’s not enough to influence one person about a particular issue. No matter how articulate and passionate you are – in person, via the internet or text or on the phone or on TV or the radio or in print – it’s absolutely not enough to sway an individual. You’ve got to MOTIVATE that individual to adopt the enthusiasm and adapt the message so that it spreads 10 fold and 100 fold. That’s the secret. Socialnomics says 78 percent of consumers trust peer recommendations.
  • And this isn’t enough. We’ve got to be comfortable conversing with individuals. Respectfully exchanging dialogue. In any medium necessary to achieve the results. We’ve talked about influence. I told you in the beginning, this topic is first about leadership.Michael Hyatt – CEO of Thomas Nelson Publishers…says, “This is where great leadership makes all the difference. Leadership is more than influence. It is about reminding people what it is we are trying to build – and why it matters. It is about painting a picture of a better future. It comes down to pointing the way and saying, “C’mon. We can do this!”
  • So as you listen to my co-panelists, I urge you to keep asking yourself, “What is it that we’re trying to build in our communities?” And make that connection to social media and the people on the other end…

Transcript

  • 1. The New Social Media & Your Municipality
    Vending machines and barn raisings…
  • 2. Public Trust in Government
    1958-2010 – The Pew Research Center for People & the Press
    Copyright © 2010 Pew Research Center All Rights Reserved.
  • 3. Public Trust in Government
    The Pew Research Center for People & the Press
    Copyright © 2010 Pew Research Center All Rights Reserved.
  • 4. The sweet spot
    Knight Community Attachment Groups (Gallup)
    CA Mean: 3.56 3.58
    Highly loyal and connected to the community(CA Mean 4.50+)
    Attached
    Neutral
    Not Attached
    Lack full loyalty and passion but see some positive aspects of community(CA Mean 3.50-4.49)
    Unhappy with the community, its services and offerings, and likely to leave if they can
    (CA Mean <3.50)
    Copyright © 2009 Gallup, Inc. All rights reserved.
  • 5. Public’s perception of local government
  • 6. Joining the conversation presents opportunities
  • 7. Old fashioned influence
    in⋅flu⋅ence
      [in-floo-uhns]  Show IPA noun, verb, -enced,-enc⋅ing.
    –noun
    the capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc., of others.
    www.dictionary.com
  • 8. Community influencers
    Quiet conversations
    Diverse opinions
    • Young professionals demanding change
    • 15. Retired citizens with varying life experiences
    • 16. Individuals who fear change
    • 17. Individuals who fear stagnation
    • 18. Misinformation
    • 19. Accurate information out of context
  • In the old days of mass media…
    People listened and were influenced by the message
  • 20. It’s not that complicated
    Traditional media is about sending messages to masses
    Social media is about conversations among individuals
  • 21. So what?
    This is all relevant to me how?
  • 22. Individuals matter…
    Now, more than ever in our generation
  • 23. And great people make great places to live.
  • 24. EMPOWERING CITIZENS
    TO CARRY ONWITH THINGS THEYCARE ABOUT,IN THEIR OWN WAYS,TOGETHER!
    -Ruth Wood, 6/15/2010
  • 25. Amy Sherrill – Times Record
    6/20/2010
    15
  • 26. Assumption vs. Reality
    1) In-Store Porn Leads To Arrests
    2) Lottery Winner Has Drug, Sex Charges
    3) Ex-Abstinence Promoter Arrested In Sex Case
    4) Several Wakarusa Attendees Arrested
    5) Woman Killed In Wreck
    6) Officer Stable After Shooting
    7) Man Dies of Beating Injuries
    8) Sex Rumors Tied To Killing of Waldron Mayor
    9) FS Man Shot To Death
    10) *Breaking News* FS Police Shoot, Kill Man
    Times Record is going to stop being the Crimes Record.
    People don’t want to read about crime only.
    Plus it makes it look like the city has an inordinate amount of crime when it doesn’t.
    6/20/2010
    16
  • 27. Getting Started
    Take baby steps… start small
    Listen and study
    Interact: Join the conversation
    6/20/2010
    17
  • 28. Friend me. Tweet it. Blog
    FACEBOOK —Social networking site that connects people with friends, co-workers, classmates, etc.
    TWITTER — Microblogging. 140 characters or less.
    BLOG —A weblog maintained with regular entries of commentary, description of events or other material such as graphics or video.
    6/20/2010
    18
  • 29. Why should we do this?
    Opens conversations with public
    The public will be talking online, anyway.
    Puts a human face on a city, non-profit, business, etc.
    6/20/2010
    19
  • 30. Obstacles
    Lack of Web-related capabilities
    Reluctance to allow user participation
    Ineffective governance
    6/20/2010
    20
  • 31. Managing Social Media
    First realize, trying to control the conversation is fultile
    You may not be able to control, but you can influence it
    Be prepared to step in and moderate when things go way off topic and get personal
    Correct incorrect information
    Thinking about not allowing vulgarity or hate speech. Maybe make that a requirement.
    6/20/2010
    21
  • 32. Whitnee Bullerwell
    Arkansas Municipal League
  • 33.
  • 34. Social Media and Your City
    -Define Social Media
    -Consider Social Media
    -Different Than City Web Site?
    -Choose Which Tools To Use?
    -Take Centralized or Decentralized Approach?
    -Post to Social Media Sites…Is that a record?
    -Review of Sample Policies
  • 35. Defining Social Media:
    Facebook
    LinkedIn
    MySpace
    Blogs
    Twitter
    YouTube
    iReport
    TwitPic
    Flickr
    Wikis
    RSS Feeds
    Mobile Phone Content Uploaded to Internet
  • 36. Considering Social Media:
    • Weigh Reasons and Risks
    • 37. Perceived as Less Formal Communication
    • 38. Understanding of Liability
  • Different Than City Web Site?
    Yes, Yes, Yes! Web Sites Tend To Be More Formal
    Web Sites Contain One-Way Communication
    Is Your Staff Ready For Social Media?
    Are Citizens Ready For Social Media?
  • 39. Which Tools To Use?
    Microblogs-pulse taking of current events.
    Social Networks-work well as a place for folks interested in the city.
    Video Sites-allows commenting/posting/rating of videos.
    Photo Sharing-allows commenting/posting/rating of photos.
    Wikis-used to develop a city’s history, city’s historic sites, etc. (CAUTION!)
  • 40. What Approach To Take?
    Decentralized May Make Sense
    -Allow officials to comment on their own areas of expertise.
    Centralized May Make Sense
    -Allow for a more controlled approach.
  • 41. Social Media Posts…A Record?
    Official or Unofficial City Business
    What If A City Keeps More Than What’s Required?
    Definition of “Public Records”
    Some Information Must Be Maintained
  • 42. Review of Sample Policies
    • Policy for Computer Use
    • 43. Policy for Communications and Social Media