Communicating in the Social Space

How Northern NJ Safe Kids / Safe Communities
can benefit from Social Media

Carol A Spe...
About me
• County of Morris Information Technology
– Website development: 14 years
– Web Manager / Social Media: 4 years

...
About you. How many of you…
Own a smartphone. iPhone or Android.
Have a Facebook account. Use it weekly.
Have a Twitter ac...
Today, we’ll cover:
• Why use social media
• Morris County’s social media use
• MCUrgent: a success story
• Where to be in...
Today’s world
• People scan; they don’t read
• Work and personal lives are merging
• People want information coming to the...
Where people spend time online
• Nearly 25% is on social media
• That’s twice as much as gaming time
• 53 BILLION minutes ...
Where people spend time online
Send or read email: 92%
Look for health / medical info: 83%
Check the weather: 81%
Get news...
Reaching Minorities
U.S. Mobile Stats
• There are 323M wireless subscribers in the US
• The US population is 312M. That’s a 102% penetration.
...
The Benefits of Social Media
• Information is accessible from any device
• Information can be entered once, fed to many pl...
Communications Paradigm Shift
Your constituents, businesses,
employees, visitors and vendors
are mobile and using social m...
Morris County Social Media Use
For General Government Updates:
Facebook.com/MorrisCountyNJ
Twitter.com/MorrisCountyNJ
YouT...
Morris County Social Media Use
Focused Information Sharing:
Twitter.com/MorrisHealth
Twitter.com/MorrisParksNJ
Twitter.com...
Sharing Tools We Use
To publish articles:
Blogger

Use custom templates to mimic website design:
Example: http://morriscou...
Facebook.com/MorrisCountyNJ

807 ‘likes’
as of
12/01/2011
Twitter.com/MorrisCountyNJ

2,031
followers
as of
12/01/2011
YouTube.com/MorrisCountyNJ

10,205 video
views
as of
12/01/2011
Flickr.com/MorrisCountyNJ

228,170
photo views
as of
12/01/2011
Scribd.com/MorrisCountyNJ

231,859
document
reads
as of
12/01/2011
M r i s Count y’ s Shar ed, M t i or
ul
j ur i sdi ct i onal
Em gency I nf or m i on Net wor k
er
at
September 13, 2011
MCUrgent Information Flow
Twitter
(MCUrgent)

Facebook

Parsippany

(MCUrgent)

Denville
Morris Twp

Twitter
Towns or OEM
...
Facebook.com/MCUrgent

1,164 ‘likes’
as of
12/01/2011
Twitter.com/MCUrgent

802
followers
as of
12/01/2011
Hurricane Irene: one week
Saturday, August 27 – Friday, September 2
Websites
•Homepage views

Irene
Typical
75,155 26,000
...
Where to be in the Social Space
It depends on what you want to do
• Definitely in the major spaces
– Twitter & Facebook

•...
How do you get started?
Before beginning, plan carefully.
Cicero
C 106-43 BC Great Roman Orator Politician

To be prepared...
Develop, Draw and Write a Plan
• Discuss & Decide
– Where the information will originate
– Who may speak for your agency
–...
Managing Social Media
• Have Policies
– Commenting (TSA.gov)
– Employee use (IBM.com)
– Don’t reinvent the wheel

• Have S...
Tools You Can Use
• Hootsuite.com

(schedule tweets for later, team members [MCUrgent])

• Tweetake.com
(backup Twitter)

...
Things we learned along the way
• Use the same email address to register for all
social media.
• Use the same “vanity” nam...
Things we learned along the way
• Commenting by fans on your Facebook posts can’t
be blocked.
• BACK UP (Backupify.com; Tw...
Don’t just post. Engage!
• Follow potential donors. See what they write, what
they think. Retweet their stuff.
• Friend/Fo...
Interesting Reading
• The Chronicle of Philanthropy
– Social Media From the Philanthropist's Perspective
http://philanthro...
The Public’s Opinion
Communicating in the Social Space

How Northern NJ Safe Kids / Safe Communities
can benefit from Social Media

Carol A Spe...
2011: Safekids: Communicating in the Social Space
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2011: Safekids: Communicating in the Social Space

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Presentation to SafeKids, a NJ non-profit about how to effectively communicate with the public via social media.

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  • I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.
  • 2011: Safekids: Communicating in the Social Space

    1. 1. Communicating in the Social Space How Northern NJ Safe Kids / Safe Communities can benefit from Social Media Carol A Spencer Web Manager County of Morris December 13, 2011
    2. 2. About me • County of Morris Information Technology – Website development: 14 years – Web Manager / Social Media: 4 years • IBM Marketing Representative – Mid-range computers: 11 years • Councilwoman/Mayor – Denville Township: 10 years • Nonprofit Board Membership – National Association of Gov’t Webmasters – Morris County Prevention is Key – Ayres/Knuth Farm Foundation
    3. 3. About you. How many of you… Own a smartphone. iPhone or Android. Have a Facebook account. Use it weekly. Have a Twitter account. Tweet weekly. Watch videos on YouTube. Watch TV on the computer. Have a Nook or Kindle. Pay your bills online. Subscribe to a newspaper, daily or weekly.
    4. 4. Today, we’ll cover: • Why use social media • Morris County’s social media use • MCUrgent: a success story • Where to be in the “social space” • Social tools • Considerations as you move forward • Resources
    5. 5. Today’s world • People scan; they don’t read • Work and personal lives are merging • People want information coming to them • Information must be device independent • Everything is going mobile • Text messaging is the #1 use of a mobile phone • Nearly 40M US mobile users access social sites every day
    6. 6. Where people spend time online • Nearly 25% is on social media • That’s twice as much as gaming time • 53 BILLION minutes in May 2011 (US only) • Facebook, Blogger, Tumblr, Twitter & LinkedIn top the list • 40% access social sites from mobile phones • Stats consistent across 10 global markets • All ages, races, education levels, locations, household incomes fairly consistent in use. Source: http://pewinternet.org/, http://blog.nielsen.com/nielsenwire/online_mobile/social-mediareport-spending-time-money-and-going-mobile/ and http://comScore.com .
    7. 7. Where people spend time online Send or read email: 92% Look for health / medical info: 83% Check the weather: 81% Get news: 76% Shop online: 71% Watch video online: 71% Visit government websites: 67% Make travel reservations: 65% Bank online: 65% Source: http://pewinternet.org/Trend-Data/Online-Activites-Total.aspx . Every stat later than 6/2010.
    8. 8. Reaching Minorities
    9. 9. U.S. Mobile Stats • There are 323M wireless subscribers in the US • The US population is 312M. That’s a 102% penetration. • On average, 6B text messages were sent and received each day in the first half of 2011. • Businesses spent more than $1.9B in 2010 on nonhandsets (tablets, notebooks, e-readers). That’s expected to reach $5B by 2014. • There are 278.3M wireless devices in consumer hands. • Mobile app downloads expected to increase to 25B in 2015 from only 2.6B in 2009 Source: http://pewinternet.org and http://www.ctia.org/advocacy/research/index.cfm/aid/10323 .
    10. 10. The Benefits of Social Media • Information is accessible from any device • Information can be entered once, fed to many places • Information can be shared, spreading the word faster • Data can be input from anywhere: office, home, mobile • Data is real-time, immediate • Social applications are free (for the most part) • Social media is where your constituents are online
    11. 11. Communications Paradigm Shift Your constituents, businesses, employees, visitors and vendors are mobile and using social media. If you aren’t, how can you reach them?
    12. 12. Morris County Social Media Use For General Government Updates: Facebook.com/MorrisCountyNJ Twitter.com/MorrisCountyNJ YouTube.com/MorrisCountyNJ Flickr.com/MorrisCountyNJ Scribd.com/MorrisCountyNJ For Emergency-only Updates: Facebook.com/MCUrgent Twitter.com/MCUrgent
    13. 13. Morris County Social Media Use Focused Information Sharing: Twitter.com/MorrisHealth Twitter.com/MorrisParksNJ Twitter.com/MCNJProsecutor YouTube.com/MorrisProsecutor Twitter.com/MCMUA Facebook.com/MCMUA Facebook.com/MorrisMosquito
    14. 14. Sharing Tools We Use To publish articles: Blogger Use custom templates to mimic website design: Example: http://morriscountypr.blogspot.com/ To create and publish a feed, either a short snippet or the entire article: Feedburner Create subscriptions to various web pages RSS Feeds Links that let visitors subscribe to a webpage Example: http://mcprosnews.blogspot.com/ Code that automatically updates a page Example: http://morriscountynj.gov/ (What’s New…)
    15. 15. Facebook.com/MorrisCountyNJ 807 ‘likes’ as of 12/01/2011
    16. 16. Twitter.com/MorrisCountyNJ 2,031 followers as of 12/01/2011
    17. 17. YouTube.com/MorrisCountyNJ 10,205 video views as of 12/01/2011
    18. 18. Flickr.com/MorrisCountyNJ 228,170 photo views as of 12/01/2011
    19. 19. Scribd.com/MorrisCountyNJ 231,859 document reads as of 12/01/2011
    20. 20. M r i s Count y’ s Shar ed, M t i or ul j ur i sdi ct i onal Em gency I nf or m i on Net wor k er at September 13, 2011
    21. 21. MCUrgent Information Flow Twitter (MCUrgent) Facebook Parsippany (MCUrgent) Denville Morris Twp Twitter Towns or OEM create tweets #hashtag post Pequannock (Town feed) Facebook (Town page) Twitter (MorrisCountyNJ) Riverdale Washington Twp Facebook (MorrisCountyNJ)
    22. 22. Facebook.com/MCUrgent 1,164 ‘likes’ as of 12/01/2011
    23. 23. Twitter.com/MCUrgent 802 followers as of 12/01/2011
    24. 24. Hurricane Irene: one week Saturday, August 27 – Friday, September 2 Websites •Homepage views Irene Typical 75,155 26,000 Blogger •OEM & MorrisCountyNJ 36,991 2,400 Facebook post views •MorrisCountyNJ •MCUrgent 49,610 99,005 5,500 400 169,292 20,448 18,000 0 450,337 52,300 Twitter message views* •MorrisCountyNJ •MCUrgent TOTAL VIEWS *Does not include Twitter ‘fast follow’ text messages to cell phones
    25. 25. Where to be in the Social Space It depends on what you want to do • Definitely in the major spaces – Twitter & Facebook • Professional: – LinkedIn (or a focused network) • Marketing: get creative – YouTube / Vimeo – Foursquare / Gowalla • Documents / images: – Scribd / SlideShare / AuthorStream / Flickr / Picasa
    26. 26. How do you get started? Before beginning, plan carefully. Cicero C 106-43 BC Great Roman Orator Politician To be prepared is half the victory. Miguel De Cervantes 1547-1616 Spanish Novelist Dramatist Poet By failing to prepare, you are preparing to fail. Benjamin Franklin 1706-1790 American Scientist Publisher Diplomat
    27. 27. Develop, Draw and Write a Plan • Discuss & Decide – Where the information will originate – Who may speak for your agency – Which applications you will use – Who will be responsible for the applications – What will be the process, the flow – What your policies will include • Employee use; Content; Commenting – How social media will be marketed – How you will engage visitors
    28. 28. Managing Social Media • Have Policies – Commenting (TSA.gov) – Employee use (IBM.com) – Don’t reinvent the wheel • Have Structure – Use a consistent vanity URL – Speak in a consistent tone of voice – Have one primary account for each tool – Having multiple accounts creates: • Poor branding • Inconsistent messaging
    29. 29. Tools You Can Use • Hootsuite.com (schedule tweets for later, team members [MCUrgent]) • Tweetake.com (backup Twitter) • Backupify.com (backup Twitter, Blogger, Facebook & more) • Tweetdeck.com; CoTweet.com (follow multiple Twitter accounts and Facebook) • Yoono.com (follow multiple social accounts at once) • Mashable.com (tons of twitter / social media information)
    30. 30. Things we learned along the way • Use the same email address to register for all social media. • Use the same “vanity” name. Check everywhere before you lock one in. Some can’t be changed. • Create a Facebook page, not profile or community group. Then, secure that Facebook profile so no one can see it • Decide on a “communications tone” • Assign someone to monitor comments • Don’t overpost, but once you jump in, don’t stop.
    31. 31. Things we learned along the way • Commenting by fans on your Facebook posts can’t be blocked. • BACK UP (Backupify.com; Tweetake.com) • Facebook ‘Page’ comments: screen shots are the only backup method now & they’re not searchable • Have multiple administrators for each application • Never let fans / followers auto-upload photos or videos. Approve them first. (Flickr ‘groups’ allow this.) • Mashable.com has the best info about social media. Stay up to date with changes (FB especially)
    32. 32. Don’t just post. Engage! • Follow potential donors. See what they write, what they think. Retweet their stuff. • Friend/Follow nonprofit gurus, innovators & bloggers you like for ideas. Comment on their stuff. • Don’t be afraid of comments. You’ll learn a lot. Thank people for engaging. • If you make a mistake when you post, admit it. People are very forgiving. • Social media is a trust relationship. Be human. • If you don’t want to read it on the front page of the NY Times, don’t write it.
    33. 33. Interesting Reading • The Chronicle of Philanthropy – Social Media From the Philanthropist's Perspective http://philanthropy.com/section/Social-Media/374/ • Nonprofit Tech 2.0: Social Media Guide for NP – Create custom Facebook Pages http://nonprofitorgs.wordpress.com/ • 19 Ways NP Can Use SM to Connect with donors – http://www.slideshare.net/EnergizedCopy/19-waysnonprofits-can-use-social-media-to-connect-withdonors • Nonprofit Technology Network (NTEN.org) – Resources by Topic: Social media http://www.nten.org/learn/bytopic/social+medias • Google for Nonprofits – http://www.google.com/nonprofits/
    34. 34. The Public’s Opinion
    35. 35. Communicating in the Social Space How Northern NJ Safe Kids / Safe Communities can benefit from Social Media Carol A Spencer Web Manager County of Morris December 13, 2011

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