Effectively Utilizing aEffectively Utilizing a
GovernmentGovernment
Social Media PresenceSocial Media Presence
We’re social.
We’re mobile.
The World has Changed
We’re Social
Percent of online adults who use:
• Facebook: 71%
– 1.26 Billion users worldwide
– 128 Million visit daily (i...
We’re Mobile
• Smartphone growth has been in double
digit percentages for several years.
Anticipate single digit in ‘14.
–...
Age Impact
• Gen-X (in 2014, age 38-48)
– Best educated: 29% have college degrees
– 41+- million
• Millenials (in 2014, ag...
How do you get started?
• Plan
• Implement
• Monitor
General Challenges
– Commenting Policies:
• What others can say on your sites
• What you can say and how to say it on
your...
Develop, Draw & Write a Plan
• Discuss & Decide
– Where the information will originate
– Who may speak for your agency
– W...
Add Value
• Content Suggestions
– Road Closures
– Severe weather alerts
– Recreation events including field closures
– Pet...
Publishing Productively
• Use a dashboard
SocialMedia.biz 2013 top dashboards
http://socialmedia.biz/2013/07/11/top-social...
The Dashboard: Everything in one place
Monitor your social channels
• The public expects to be heard on social media.
• Using a dashboard makes monitoring easy.
...
Elected Officials
• Don’t use personal email for public business.
• Township websites, Facebook pages, blogs or
Twitter ac...
It all ties back to your profile…
Personal Facebook Profile
Carol A Spencer
Facebook page: GoWProNJ
Facebook page: NJ Fede...
Elected Officials
•Why use social media
Because citizens live in this space
•Know your audience
Communicate by age group
Be everywhere: news...
Is it worth the work?
The Public’s OpinionThe Public’s Opinion
Contact Information
National Association of Government Web Professionals
Website NAGW.org
Twitter Twitter.com/NAGW
Faceboo...
Effectively Utilizing aEffectively Utilizing a
GovernmentGovernment
Social Media PresenceSocial Media Presence
Morris County Social Media Management Policy
2014: Byram Township: Effectively Utilizing Social Media
2014: Byram Township: Effectively Utilizing Social Media
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2014: Byram Township: Effectively Utilizing Social Media

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Presentation to the mayor, governing body and department heads of Byram Township NJ about getting started with the use of social media for effective constituent communications

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2014: Byram Township: Effectively Utilizing Social Media

  1. 1. Effectively Utilizing aEffectively Utilizing a GovernmentGovernment Social Media PresenceSocial Media Presence
  2. 2. We’re social. We’re mobile.
  3. 3. The World has Changed
  4. 4. We’re Social Percent of online adults who use: • Facebook: 71% – 1.26 Billion users worldwide – 128 Million visit daily (in the US alone) – Fairly gender neutral • LinkedIn: 22% – 227+ Million users • Pinterest: 21% – 70+ Million users – 80% women • Twitter: 18% – 645 Million users – 243 Million monthly active users • Instagram: 17% – 150+ Million users Source: www.expandedramblings.com
  5. 5. We’re Mobile • Smartphone growth has been in double digit percentages for several years. Anticipate single digit in ‘14. – 55% of US citizens have a smartphone – 42% of US citizens have a tablet – 189 Million Facebook users are mobile only • Tablet growth, year over year, 2012 to 2013 was 87.1% • Yankee Group predicts 1 billion tablets to ship in 2017. Source: www.expandedramblings.com and www.pewinternet.org/three-technology-revolutions/
  6. 6. Age Impact • Gen-X (in 2014, age 38-48) – Best educated: 29% have college degrees – 41+- million • Millenials (in 2014, age 20-32) – Digital natives: never lived w/o techology – 71+- million • Gen-X and Millenials don’t read email. They text and chat online. • Fastest growing demographics – Age 55-64 on Twitter – Age 45-55 on Facebook and Google+ Source: http://www.socialmarketing.org/newsletter/features/generation3.htm
  7. 7. How do you get started? • Plan • Implement • Monitor
  8. 8. General Challenges – Commenting Policies: • What others can say on your sites • What you can say and how to say it on your own sites • What your representatives can / should say on other sites • See Facebook.com/MorrisCountyNJ for our Commenting Policy – Terms of Service Agreements – Copyright Infringement – Credit Cards / Purchasing
  9. 9. Develop, Draw & Write a Plan • Discuss & Decide – Where the information will originate – Who may speak for your agency – Which social channels you will use – How many pages to have on Facebook (2) – What will be the process, the flow – What your policies will include – How social media will be marketed – How you will engage visitors – Will you post other than government information – Employee use; Content; Commenting – Archiving (Backupify, Archive Social, Frostbox, & more) • Start small and build
  10. 10. Add Value • Content Suggestions – Road Closures – Severe weather alerts – Recreation events including field closures – Pets for adoption with photos – Election information – Reminders: recycling, garbage, tax payments, utility payments – Bike safety checks, child safety seat checks – Community policing: “while you are away” – Little known township services – Notable residents – Interesting historical information
  11. 11. Publishing Productively • Use a dashboard SocialMedia.biz 2013 top dashboards http://socialmedia.biz/2013/07/11/top-social-media-dashboards-for-small-business/ Hootsuite.com • Free for one user; Pro plan (2 users) $10/mo. • One-click messaging to multiple channels • Schedule messages • Connect to Facebook, Twitter, YouTube, Instagram, Flickr and many more social channels and apps • Hootsuite University for training
  12. 12. The Dashboard: Everything in one place
  13. 13. Monitor your social channels • The public expects to be heard on social media. • Using a dashboard makes monitoring easy. • Watch mentions, private messages. • Social media is not a “push” technology. It’s a conversation. • Not monitoring your channels is talking at your constituents, not talking with them. • Respond as quickly as possible. If you’re researching an answer, let people know that. • People know there’s a real person posting and are quite understanding of silly slips. • Be honest. Social media is about trust.
  14. 14. Elected Officials • Don’t use personal email for public business. • Township websites, Facebook pages, blogs or Twitter accounts are for township business. – Post facts not opinions – Do not post links to newspaper articles. • Facebook profile: for personal activity. • Facebook pages: create one for political activity • Share township posts on your personal profile or political page. • Share political posts on your personal profile. • DO NOT share political posts on your gov’t page(s)
  15. 15. It all ties back to your profile… Personal Facebook Profile Carol A Spencer Facebook page: GoWProNJ Facebook page: NJ Federation of Rep Women Facebook page: Bates College Class of ‘74 Facebook page: Candidate Carol A Spencer Facebook group: Highland Lake PA (closed) Facebook group: Fenway Dirt Dogs (closed)
  16. 16. Elected Officials
  17. 17. •Why use social media Because citizens live in this space •Know your audience Communicate by age group Be everywhere: newspaper, web, email, Facebook, Twitter •What should be posted Anything going on in town. Anything that adds value to people’s lives •Plan. Plan. Plan. Design, staff, training, voice, policies •Implement. Enjoy. In Summary
  18. 18. Is it worth the work?
  19. 19. The Public’s OpinionThe Public’s Opinion
  20. 20. Contact Information National Association of Government Web Professionals Website NAGW.org Twitter Twitter.com/NAGW Facebook Facebook.com/NAGW.org GovLoop Govloop.com/group/NAGW Email FinanceDirector@NAGW.org Carol A Spencer Website About.me/CarolSpencerNJ Twitter Twitter.com/CarolSpencerNJ Facebook Facebook.com/CarolSpencerNJ Flickr Flickr.com/CASpencer15 Email CarolSpencerNJ@gmail.com About.me About.me/Carol.Spencer
  21. 21. Effectively Utilizing aEffectively Utilizing a GovernmentGovernment Social Media PresenceSocial Media Presence
  22. 22. Morris County Social Media Management Policy

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