This intermediate bootcamp was presented at APCO SW in May 2019. It goes through some tips and tricks, Facebook, Twitter, Instagram, Advertising, social media dashboards and touches on policies and some little known tools.

1. Online Communications and
Social Media Bootcamp
Host Chapter:

2. Host Chapter:
“We could have saved more lives.”

3. Host Chapter:
About Us: Carol Spencer
• Currently Consulting / Enjoying Retirement
• County of Morris NJ: 23 years
• Information Technology
• Digital & Social Media Manager
• IBM Marketing Representative: 11 years
• Councilwoman & Mayor, Denville NJ: 10 years
• Professional Organizations
• Nat’l Association of Gov’t Web Professionals
• NJ Gov’t Web Professionals

4. Host Chapter:
About Us: Rebecca Williams
• Entrepreneur, co-founder Your Net Working
• Managing Administrator FB.com/JoplinTornadoInfo
• "The Use of Social Media for Disaster Recovery”
Co-author
• Disaster Info Model Co-creator
• A whole community recovery template
• Developed using lessons learned from JoplinTornadoInfo
• Focused on Preparedness & Disaster Recovery
• APCO ‘16, ‘17, ’18, along with NAGW, MACOG,
WCDM presenter

5. Host Chapter:
About You: How many of you…
• Have a Facebook business page. Post at least weekly.
• Have a Twitter account. Tweet at least weekly.
• Monitor activity on Twitter.
• Use Instagram. At least weekly. Have a business account.
• Have a YouTube channel. Create & post video
• Have an advertising budget. Advertise on social media.
• Dropped cable & watch TV via the Net.
• Have an e-reader: Nook or Kindle.
• Pay your bills online. Pay with your smartphone.
• Subscribe to a newspaper, daily or weekly.

6. Host Chapter:
What we’ll discuss today
Productivity tips & tricks for managing social media
and expanding reach
• Demographics
• Channel relationships
• Plugins / Embedding
• Advertising
• Policies
• Dashboards
• Additional Thoughts, Resources

7. Host Chapter:
Benefits of Using this Structure & these Techniques
• Communicating on appropriate channels for demographics
• Communicating consistent messaging from channel to channel
• Communicating effectively for each channel
• Facebook – one paragraph, photo, video, live stream, link
• Twitter – short, sweet, links to details
• Instagram – photo, video, hashtags, little verbiage
• Website – details, PDFs, secure forms, links to social channels
• Communicating as productively as possible

8. Host Chapter:
The Impact of Age on Communications
Digital Natives
Ages 21 – 36 (Millenials)
Never lived without technology
Don’t read email (applies to Gen-X as well… up to age 52)
They text, share photos & videos, and chat online
Fastest Growing Demographics
Age 55-64 on Twitter; Age 55+ on Facebook
Age 25-34 on Snapchat
Age 18-34 declining on Facebook
Smartphone users
Ages 18-29: 100% own a cell phone; 92% own a smart phone
Ages 30-49: 99% own a cell phone; 88% own a smart phone
Ages 50-64: 97% own a cell phone; 74% own a smart phone
Ages 65+: 80% own a cell phone; 42% own a smart phone

9. Host Chapter:
The Impact of Age on Communications
55% of US adult households do not have a landline (2018)
This has a major impact on Reverse 9-1-1 and Crisis Communication

10. Host Chapter:
Picking Social Channels: Demographics
 PewResearch.org
https://www.pewinternet.org/2018/03/01/social-
media-use-in-2018/
 Census.gov – American Fact Finder
https://factfinder.census.gov/faces/nav/jsf/pages/in
dex.xhtml

11. Host Chapter:
Channel Relationships: Facebook
 Every user must have a personal account
 User : pages or groups is one : many
 Each page or group must be created by a specific Facebook user
 Creator is the admin. Have multiple admins
 Beware: any admin can delete another admin
 Make use of Facebook page user levels: admin,
editor, moderator, advertiser, analyst
 Consider persons from another geolocation
 Facebook pages are always public
 Facebook groups can be public, private or secret
 Crisis Communication: Good use of secret group is strategy
and updates among various page admins

12. Host Chapter:
Facebook
Facebook
Personal
Timeline
Facebook
Group #2
(secret)
Facebook
Page #2
Facebook
Page #1
Facebook
Group #1
(private)

13. Host Chapter:
Facebook
FACEBOOK LIVE
 Press conferences
 Last minute important updates
 On-the-scene updates.
Be careful of laws about victims in videos.
 Be sure to monitor comments during the live
broadcast.
 It’s recorded and stays on your page as a post.
 If you’ve embedded your FB stream into a webpage,
FB live goes with it.

14. Host Chapter:
Instagram
 Demographics indicate the importance of this channel
 77.6 million Instagram users are from the US.
 38% of female internet users use Instagram and 26% of male
internet users use Instagram
 31% of American women and 24% of American men use
Instagram.
 Six in ten online adults have Instagram accounts.
 33% of internet users between the ages of 30 and 49 use
Instagram
 59% of internet users between the ages of 18 and 29 use
Instagram
 72% of Teens use Instagram.

15. Host Chapter:
Instagram
 Hashtag use is critical to find related posts
 Posts are all video / photo based
 Functional links not allowed, except one in Bio section
 Captions are limited to 2,200 characters.
 Don’t use them all…. Instagram users prefer short text
 Frontload with important text
 Crisis Communication
 Post ideas: Short videos or EOC photos
 Attempt to get your account ‘verified’ by Instagram
 Not good for detailed search or monitoring
 Beware Federal, state or local laws on publishing event
photos (fires, accidents, etc)

16. Host Chapter:
Instagram

17. Host Chapter:
Channel Relationships
Instagram to Facebook
 Multiple Instagram accounts can post to the same Facebook
personal user account
 Multiple Instagram accounts can post to the same Facebook page
(not groups)
 Anyone can have multiple personal or business Instagram
accounts
 Business accounts are free
 Always use a public account; private accounts require approval
for following
 Instagram to Facebook: can be done automatically
 Facebook to Instagram: cannot be done automatically.
Requires a dashboard or duplicate posting.

18. Host Chapter:
Posting Channel to Channel
Instagram
@Handle4
Instagram
@Handle2
Instagram
@Handle1
Facebook
Personal
Timeline
Facebook
Group #1
Facebook
Page #2
Facebook
Page #1
Facebook
Page #3Instagram
Personal
@Handle
Instagram
@Handle3

19. Host Chapter:
Channel Relationships: Twitter
 Data moves much faster
 Will beat Facebook by 15-20 minutes or more
 Requires less bandwidth
 No account or app needed to read posts
 Use a widget to embed a Twitter stream in a website
 Link to blog posts or photos/videos for details
 Advertising requires a business account
 Fast Follow
 Text ‘Follow @TwitterHandle’
to 40404
 All tweets will arrive as
text messages

20. Host Chapter:
Embedding: Facebook Widgets
https://developers.facebook.com/docs/plugins/page-plugin/

21. Host Chapter:
Embedding: Twitter Widgets
publish.twitter.com

22. Host Chapter:
Embedding: Web / Blogs
One post.
Did you know
you can embed
Blogger or
WordPress posts
into a web page?
Many channels.

23. Host Chapter:
Advertising & Marketing
 Facebook is not free. You must advertise to expand reach to a
reasonable level.
 Reach is now calculated as seen posts
 Organically, reach will be 2%+-
 User selects “See First” to get your posts
on their timeline (max 30 pages/people)
Repeatedly post an
explanatory video about
how to do this and why
it’s important.

24. Host Chapter:
Advertising & Marketing
Boost Important Posts
Write Posts You’d Want to Share

25. Host Chapter:
Advertising & Marketing
Reach: Paid & Organic
Paid ($3.67)
Organic

26. Host Chapter:
Advertising & Marketing
Boosting Basics

27. Host Chapter:
Advertising & Marketing
Inexpensively Expand Your Reach

28. Host Chapter:
Advertising & Marketing
 Creating an Ad
 Determine a specific geo location
 Drop a pin or multiple pins
 Beware discrimination (recent FB settlement)
https://nationalfairhousing.org/wp-
content/uploads/2018/03/NFHA-v.-Facebook.-Complaint-w-
Exhibits-March-27-Final-pdf.pdf
 Add “Interests”?
 Crisis Communication: Won’t help
Let’s dig into the details…

29. Host Chapter:
Advertising & Marketing

30. Host Chapter:
Advertising & Marketing
Geo-Targeting Advertising

31. Host Chapter:
Advertising & Marketing
Monitor Ads for Performance

32. Host Chapter:
Advertising & Marketing
Don’t know how to do it? Google it.
Know how to stop
an ad on Facebook.

33. Host Chapter:
Advertising & Marketing
Build Your Community in Advance
Spend Less on Advertising
 Don’t recreate what others have created:
Use the Disaster Info Model
 Identify active community posters willing to share your posts.
 Buy & Sell sites
 Collaborate with influencers on all social accounts
 Non-profits, Faith-based, NGOs
• Follow them. Share salient posts even outside an event
• Have contacts for each organization: email, cell, landline

34. Host Chapter:
Use a Dashboard: Hootsuite
 Benefits
 One application for posting to multiple
channels
 Enormous time saver
 Free version versus Paid Version(s)
 Scheduling posts
 Don’t forget to remove scheduled posts in the
event of an emergency
 Crisis Communication: have pre-written and
scheduled posts

35. Host Chapter:
Use a Dashboard: Hootsuite

36. Host Chapter:
Hootsuite Post Scheduling

37. Host Chapter:
Hootsuite Schedule

38. Host Chapter:
Hootsuite for Monitoring & Search

39. Host Chapter:
Reaching the Disabled
 State registries (Texas: STEAR, for example)
https://www.dps.texas.gov/dem/stear/public.htm
 No scanned PDFs
 Acrobat Reader has Read-Aloud function
 Transcripts or summaries with all videos
 Color contrast analyzer
 Color blind: 8% of men ~ .5% of women
 https://www.visionaustralia.org/services/digital-
access/resources/colour-contrast-analyser
 Assistive technology
 If you can, listen to your site being read

40. Host Chapter:
Policies
 Commenting Policy: Have one!!
 Publish on social channels and website
 Use “moderated online discussion site and not
a public forum” language.
 Without one, First Amendment applies
 Ultimately up to the courts.
 Copyright
 Any intellectual property
 US Government photos are never copyrighted
so use away….

41. Host Chapter:
Policies
 Internal social network / channel creation
 Terms of Use (TOU)
 Those you agree to:
 Government versions
 If no government version, be sure legal
counsel knows you’ve agreed
 Those you create:
 Don’t reinvent the wheel. Use others.
 Risk Management
 Insurance now often requires policies

42. Host Chapter:
Where to Publish Policies
 Facebook
 Thunderpenny.com
 StaticHTML is free
 Requires some HTML knowledge
 Embed in Facebook as a “tab”
 Twitter & Instagram
 Twitter: Use “About” section
 Instagram: Use “Bio” section
 Have a link to the commenting policy on your
website or a short summary (Play nice in the
sandbox).

43. Host Chapter:
Where to Publish Policies

44. Host Chapter:
Regional or Team Approach: MCUrgent
Towns create a FB post
or tweet
post #hashtag
MCUrgent
MorrisCountyNJ
MorrisCountyNJ
Town Page
Town Feed
Morris Twp
Parsippany
Denville
Riverdale
Dover
MCUrgent
Morris County Urgent used the Hootsuite
dashboard and team member functionality:
multiple channels / streams with one click.
Extremely effective in multi-jurisdictional emergencies.
Disasters don’t end at town borders.

45. Host Chapter:
Other Thoughts: Finding Jurisdictions Online
• Without leadership from
higher levels of
government, regional
councils of governments, or
another entity,
municipalities all do
something different.
• Within municipalities,
PDs, FDs, OEM and town
itself are often on different
channels.
• Counties could aggregate
info so citizens know which
social channels will carry
emergency information.

46. Host Chapter:
Other Thoughts
• Mobile is the norm
• Responsive web design
• Design mobile first
• Single message – multiple channels
• Use plugins and widgets where possible
• Embed Facebook, Blog posts, and/or Twitter in
websites
• Share, share, share
• Social icons right up front, not in a footer
• How-to videos or PPT presentations with voice
(Camtasia or similar) for users

47. Host Chapter:
Other Thoughts
• Video fosters the best engagement
 Facebook Live or YouTube for pressers
 Publish a transcript or synopsis, link to it on
social channels
• Keep on top of all of this
 Social media providers tend to change things
OFTEN
 Keep tabs on legal decisions affecting social
media, posts, advertising & commenting

48. Host Chapter:
Resources
• NLC: Nat’l League of Cities
• NACO: Nat’l Association of Counties
• NASCIO: Nat’l Association of State CIOs
• NAGW: Nat’l Association of Gov’t Web Professionals
• State websites
• State or regional associations (TML)
• Industry associations
• Google is your friend

49. Host Chapter:
Contact Information
Carol A. Spencer
Stormzero, LLC
Cedar Creek, TX 78612
973-637-0483
Stormzero.com
carol@stormzero.com
Rebecca J. Williams
Your Net Working, LLC
Neosho, MO 64850
417-434-0379
YourNetWorking.net
rebecca@stormzero.com
https://slideshare.net/ChazNJ