Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media:  Strategies & Tactics  for Municipalities  Heather Whaling [email_address] twitter.com/prTini linkedin.com/i...
vending machine metaphor courtesy of Tim O’Reilly Photo credit:  WordRidden
Communication Evolution Photo credit:  gothopotam Photo credit:  laffy4k
<ul><li>“ About 30 citizens became &quot;fans&quot; of Mitchellville, allowing them to see news from the town. Then troubl...
Dialogue Requires 2-Way Photo credit:  Roland One-way communication isn’t as effective as two-way communication
Source: Forrester Research
Government Goes Social <ul><li>50% of cities have no “official” Facebook presence </li></ul><ul><ul><li>1 in 7 had at leas...
<ul><li>more positive impression of the company/brand </li></ul>Online Interactions Shift Attitudes 74% 72% stronger conne...
What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><...
What’s That Mean? <ul><li>Interactive vs. Authoritative </li></ul><ul><li>Personal vs. Institutional </li></ul><ul><li>“ N...
Defining Opportunities <ul><li>What motivates public involvement NOW? </li></ul><ul><li>How can online communication suppo...
Photo credit:  nakrnsm
Should we incorporate  social media?
 
traffic.ottawa.ca
 
Newark Mayor  Cory Booker, @corybooker
Richmond Police Facebook, @RichmondPolice
Before Jumping In … <ul><li>What happens if someone says something negative? </li></ul><ul><li>What about sunshine laws an...
Social Media Policies <ul><li>Always be transparent: </li></ul><ul><ul><li>Identify yourself and who you work for. </li></...
Policy Suggestions  (cont.) <ul><li>Respond. Answer questions. Show appreciation.  </li></ul><ul><li>Welcome feedback and ...
Moderation Guidelines <ul><li>Pre-moderation -- user name, email address  and  moderation to avoid spam </li></ul><ul><li>...
Photo Credit: First Monday, Orlando Chamber of Commerce
Be Strategic <ul><li>Step 1: Identify goals & purpose </li></ul><ul><li>Step 2: Create SMART objectives </li></ul><ul><li>...
Step 1: Identify Goals & Purpose <ul><li>Provide stakeholders with access to data </li></ul><ul><li>Increase transparency ...
Step 2: Create Measurable Objectives <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></...
Step 3: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>Wh...
Step 4: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create inte...
Step 5: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication  </...
Step 6: Measure <ul><li>Return on Insight </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, ...
Trends Mobile Photo credit:  ilamont Video
Trends  (cont.) www.TurnSocial.com Content Aggregation
More Info <ul><li>Slides & links: </li></ul><ul><li>GebenCommunication.com/Ohio </li></ul><ul><li>Blog:  </li></ul><ul><li...
<ul><li>“ Planning without action is futile,  </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whali...
Upcoming SlideShare
Loading in …5
×

Social Media for Municipalities & Government

4,429 views

Published on

Social media strategies, tactics and policies for governments.

Published in: Technology

Social Media for Municipalities & Government

  1. 1. Social Media: Strategies & Tactics for Municipalities Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling
  2. 2. vending machine metaphor courtesy of Tim O’Reilly Photo credit: WordRidden
  3. 3. Communication Evolution Photo credit: gothopotam Photo credit: laffy4k
  4. 4. <ul><li>“ About 30 citizens became &quot;fans&quot; of Mitchellville, allowing them to see news from the town. Then trouble started. One grumbling resident used the page to post complaints. [The admin] had a hard time keeping up with who was joining the conversation and moderating the comments. The page became a free-for-all, and more irritation than [he] thought it was worth. He deleted it altogether.” </li></ul><ul><li>-- Governing, January 2010 </li></ul>
  5. 5. Dialogue Requires 2-Way Photo credit: Roland One-way communication isn’t as effective as two-way communication
  6. 6. Source: Forrester Research
  7. 7. Government Goes Social <ul><li>50% of cities have no “official” Facebook presence </li></ul><ul><ul><li>1 in 7 had at least 1 department with a page </li></ul></ul><ul><ul><li>Only 13 cities had 500+ fans </li></ul></ul><ul><li>66% of cities have a Twitter presence </li></ul>Source: Fels Institute of Government
  8. 8. <ul><li>more positive impression of the company/brand </li></ul>Online Interactions Shift Attitudes 74% 72% stronger connection to a company/brand Source: eMarketer
  9. 9. What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><li>Broadcasting </li></ul><ul><li>A quick fix </li></ul><ul><li>Free </li></ul><ul><li>Stand alone </li></ul><ul><li>Tools </li></ul><ul><li>Social media is: </li></ul><ul><li>Insightful </li></ul><ul><li>Collaborative </li></ul><ul><li>Strategic </li></ul><ul><li>Valuable … when done correctly </li></ul><ul><li>Relationships </li></ul><ul><li>Service-oriented </li></ul>
  10. 10. What’s That Mean? <ul><li>Interactive vs. Authoritative </li></ul><ul><li>Personal vs. Institutional </li></ul><ul><li>“ Narrowcast” vs. Broadcast </li></ul>
  11. 11. Defining Opportunities <ul><li>What motivates public involvement NOW? </li></ul><ul><li>How can online communication support and build on that? </li></ul><ul><li>Other opportunities to increase efficiency & collaboration? </li></ul>
  12. 12. Photo credit: nakrnsm
  13. 13. Should we incorporate social media?
  14. 15. traffic.ottawa.ca
  15. 17. Newark Mayor Cory Booker, @corybooker
  16. 18. Richmond Police Facebook, @RichmondPolice
  17. 19. Before Jumping In … <ul><li>What happens if someone says something negative? </li></ul><ul><li>What about sunshine laws and access to information? </li></ul><ul><li>Do we need a social media policy? </li></ul>
  18. 20. Social Media Policies <ul><li>Always be transparent: </li></ul><ul><ul><li>Identify yourself and who you work for. </li></ul></ul><ul><ul><li>Don’t “plant” comments. </li></ul></ul><ul><ul><li>Be careful with “ghostwriting.” </li></ul></ul><ul><li>Understand what’s private and what’s public. </li></ul><ul><li>Be yourself … not a “mouthpiece.” </li></ul><ul><ul><li>People may assume you’re speaking on behalf of the government, even when you’re speaking as an individual. </li></ul></ul><ul><li>Stick to your area of expertise. </li></ul>
  19. 21. Policy Suggestions (cont.) <ul><li>Respond. Answer questions. Show appreciation. </li></ul><ul><li>Welcome feedback and suggestions. </li></ul><ul><li>Avoid commenting on legal matters and litigation. </li></ul><ul><li>Avoid participating in a “crisis situation.” </li></ul><ul><li>Disagreement is ok, as long as it’s respectable. If it’s becoming heated, don’t disengage abruptly. It’s ok to ask for help. </li></ul><ul><li>Learn from your mistakes. </li></ul>
  20. 22. Moderation Guidelines <ul><li>Pre-moderation -- user name, email address and moderation to avoid spam </li></ul><ul><li>”The good, the bad, and the ugly” </li></ul><ul><ul><li>Positive or negative content in context of the conversation will be approved </li></ul></ul><ul><ul><li>Ugly, offensive, denigrating, out-of-context content will be rejected </li></ul></ul>
  21. 23. Photo Credit: First Monday, Orlando Chamber of Commerce
  22. 24. Be Strategic <ul><li>Step 1: Identify goals & purpose </li></ul><ul><li>Step 2: Create SMART objectives </li></ul><ul><li>Step 3: Research and listen </li></ul><ul><li>Step 4: Develop a network </li></ul><ul><li>Step 5: Integrate online and offline </li></ul><ul><li>Step 6: Measure ROI and ROE </li></ul>
  23. 25. Step 1: Identify Goals & Purpose <ul><li>Provide stakeholders with access to data </li></ul><ul><li>Increase transparency & accountability </li></ul><ul><li>Create a stronger dialogue with constituents </li></ul><ul><li>Strengthen citizen participation </li></ul><ul><li>Collaboration </li></ul><ul><li>Others?? </li></ul>
  24. 26. Step 2: Create Measurable Objectives <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime-sensitive </li></ul>Photo credit: Knickerstwist
  25. 27. Step 3: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Free online monitoring tools: </li></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Addictomatic.com </li></ul></ul><ul><ul><li>Netvibes </li></ul></ul><ul><ul><li>Hootesuite, Tweetdeck </li></ul></ul><ul><ul><li>Search.Twitter.com/Advanced </li></ul></ul><ul><ul><li>Nielsen’s BlogPulse </li></ul></ul><ul><ul><li>Alerian SM2, Filtrbox </li></ul></ul>“ If you’re always talking, you’re not listening.” – Chris Brogan
  26. 28. Step 4: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Focus on strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Be creative </li></ul><ul><li>Share, share, share </li></ul>
  27. 29. Step 5: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication </li></ul><ul><li>and social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO </li></ul></ul><ul><ul><li>Pitchengine.com </li></ul></ul><ul><li>Use offline tools to drive online efforts … </li></ul><ul><li>and visa versa </li></ul>
  28. 30. Step 6: Measure <ul><li>Return on Insight </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, lists, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments, traffic, inbound links </li></ul></ul><ul><ul><li>Facebook fans, wall posts and comments </li></ul></ul><ul><ul><li>YouTube ratings, embeds on other sites </li></ul></ul><ul><ul><li>Event registrations </li></ul></ul><ul><li>Measuring influence requires research </li></ul>
  29. 31. Trends Mobile Photo credit: ilamont Video
  30. 32. Trends (cont.) www.TurnSocial.com Content Aggregation
  31. 33. More Info <ul><li>Slides & links: </li></ul><ul><li>GebenCommunication.com/Ohio </li></ul><ul><li>Blog: </li></ul><ul><li>bit.ly/prtini </li></ul>
  32. 34. <ul><li>“ Planning without action is futile, </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whaling [email_address] twitter.com/prTini linkedin.com/in/heatherwhaling

×