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Social Government Case Studies with Fels Institute


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In this webinar, hear directly from researchers at the University of Pennsylvania’s Fels Institute of Government, including communications expert Eric Rabe, who surveyed over 100 cities and led 20 in-depth interviews with government administrators to uncover promising practices from your peers across the country.

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Social Government Case Studies with Fels Institute

  1. 1. The Rise of Social Government September 18, 2012Presented by: Made possible by:
  2. 2. Today’s Presenters Eric Rabe Lauren Hansen-Flaschen
  3. 3. About the Fels Institute of Government•  Fels: Since 1937 preparing graduate students for leadership in city state and federal government.•  Research & Consulting brings expertise of professionals and creativity of grad students to public problem-solving•  1,400 projects over 70 year history
  4. 4. Today’s Webinar Topics•  Key Findings & Promising Practices Ø Managing Social Media Ø Measuring Social Media•  Questions and Answers
  5. 5. What Defines Social Media? Social Media is... •  Interactive...not Authoritative •  Personal...Not Institutional •  Narrowcast through networks...not broadcast •  Used by 47% of American adults (2011 Pew Research Center)
  6. 6. 2011 Report: What We Studied• Most comprehensive study so far of Social Media in local government• 108 surveyed cities & 21 in-depth interviews (summer 2011)• Identifies data, case studies and promising practices• Available for Free download from the Fels website by May 2012
  7. 7. What We Found• Social Media is growing despite tight budgets• Cities use Social Media to meet core operational goals• Cities are actively managing and monitoring Social Media• Cities are grappling with social media measurementFels Research, 2011
  8. 8. Local Government Use of Social Media Twitter and Facebook lead the pack … but mobile applications are gaining speed 0 20 40 60 80 100 Percent Adopting Social Media ToolFels Research, 2011
  9. 9. Polling Question 1
  10. 10. Government Management of Social Media81% of cities report time spent managing Social Media has increased since 2009• “Fewer than 1% of cities have an employee who exclusively handles Social Media”•  Cities have adopted two predominate strategies: •  Centralized management •  Decentralized managementFels Research, 2011
  11. 11. Two Predominate Management Strategies Centralized Decentralized Management Management One dept. Multiple depts. Cohesive Tailored More accuracy More diverse Less creative Hard to trackFels Research, 2011
  12. 12. Polling Question 2
  13. 13. Managing Workflows“61 percent of cities interviewed reported have a set approvalprocess for posting information to social media pages.” •  The Approval Process •  To launch new social media pages •  Determines what content is posted and when •  Gatekeepers •  Social Media Teams •  Coordination across Departments
  14. 14. Management Promising Practices•  Social Media Index •  Lists and links to all official social media pages on main website•  Social Media Policy •  Helps avoid social media pitfalls •  Clear but flexible •  Outlines approved online tools, content and procedures •  Complies with Federal & State Laws
  15. 15. Social Media in Emergency Situations•  Cities increasingly rely on social media tools during emergency situations•  Designate responsibility for the message•  Place accuracy before speed•  Spur action when needed• a tool for emergency and crisis response
  16. 16. Polling Question 3
  17. 17. Measuring Social Media Activity“Most cities interviewed are uncertain how best to measure the effectiveness of their social media activities”•  Cities track: # of followers, comments, reposts, likes, web traffic & media hits•  Only 52% say quantifying social media activity is part of their overall reporting process•  84% believe this is a coming requirementFels Research, 2011
  18. 18. Measuring Social Media Activity“It’s not enough to measure the number of followers. You need to measure the level of engagement.”•  Qualitative measures growing in popularity•  Measurement to demonstrate transparency•  Online measurement toolsFels Research, 2011
  19. 19. Recap: Promising PracticesManagement Measurement•  Organizational •  Measure levels of strategy engagement•  Approval process and •  Ask benchmarking gatekeepers questions•  Social Media Policy •  Experiment with online tools and•  Emergency Situations metrics
  20. 20. Q&A
  21. 21. THANK YOU CONTACT INFORMATION Katherine Parker, Associate Consultant / (617) 921-7681 Lauren Hansen-Flaschen, Associate Consultant / (610) 639-6051 KEY WEBSITES 2009 Fels Social Media report: PP3_SocialMedia.pdf Fels Research & Consulting Website: