Social Media at Hamilton County JFS


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A quick overview of social media strategy and tactics at the Hamilton County Department of Job and Family Services in Cincinnati, Ohio

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  • * confidentiality and how directors get comfortable with the new age of communication * finding someone like you who is committed to it and eager to learn how to use it. * isn't something that works if a lot of people are doing it part time.
  • Social Media at Hamilton County JFS

    1. 1. Using Social Media to Connect with Key Audiences Communications
    2. 2. About the agency <ul><li>850 employees </li></ul><ul><li>Services </li></ul><ul><ul><li>Child Protection </li></ul></ul><ul><ul><li>Child Support </li></ul></ul><ul><ul><li>Medicaid, food stamps, cash assistance </li></ul></ul><ul><ul><li>Other </li></ul></ul>Communications
    3. 3. About the agency <ul><li>Operating budget declining </li></ul><ul><ul><li>50% reduction in funds over three years </li></ul></ul><ul><ul><li>Half of staff laid off, retired </li></ul></ul><ul><li>Demand for services increasing </li></ul><ul><ul><li>58,000 coming through doors monthly </li></ul></ul><ul><ul><li>Many first-timers </li></ul></ul>Communications
    4. 4. Waiting room traffic Communications
    5. 5. Social media goals <ul><li>Improve accessibility and transparency at Hamilton County Department of Job and Family Services </li></ul><ul><li>Engage audiences, not just broadcast </li></ul>Communications
    6. 6. Social media objectives <ul><li>To relieve pressure on crowded waiting rooms and busy call centers </li></ul><ul><li>To build relationships with key influencers in target audiences </li></ul><ul><li>To make potential customers aware of our many services </li></ul><ul><li>To give quick answers to questions </li></ul>Communications
    7. 7. Social media objectives <ul><li>Increased participation in live chats, promoted events, discussion forums… </li></ul><ul><li>Dialogue with key influencers in target audiences: </li></ul><ul><ul><li>Social Services Community, Clients, Employees (past and present), Government, Media, Influencers (blogs, podcasts) </li></ul></ul>Communications
    8. 8. “ Social media networks provide cost effective ways for companies to put out their message and provide information to people in a personal, one-on-one way.” --Atlanta Journal Constitution Communications
    9. 9. Policy Communications The Communications Office at the Hamilton County Department of Job and Family Services is responsible for all agency social media pages, feeds and platforms. Only members of the Communications or Operations teams may send messages and/or respond to comments via agency social media platforms – and create new pages, feeds, groups, etc. on social networks.   Communications team members will follow the agency’s Communications Procedures and Information Systems Procedures as well as Hamilton County’s Ethics Policy while using social media. Program staff, however, may participate in private live chats with clients about their cases. Content of these chats must remain confidential.
    10. 10. 50+ since May 2008 Medicaid, food stamps, child support, job services, adoption/foster care… Cost: $39 per month for software Communications Public live chats 9.2 participants, 12 questions, 85.1 views
    11. 11. Private chats with techs <ul><li>Child Support (March 2009) </li></ul><ul><ul><li>Average about 30 chats a day </li></ul></ul><ul><ul><li>2 techs </li></ul></ul><ul><li>Income Maintenance (March 2010) </li></ul><ul><ul><li>Averaging 150 chats a day </li></ul></ul><ul><ul><li>4 techs </li></ul></ul><ul><li>Child Care (April 2010) </li></ul>Communications
    12. 12. Facebook fan page: 343 Communications January 2009 Free
    13. 13. Facebook group: 158 Communications January 2009 Free
    14. 14. Twitter (@HamiltonCoJFS): 340 Communications June 2008 Free
    15. 15. Blog 17,000 views Communications February 2009 Cost: $250 graphic artist
    16. 16. Audio podcast 2,000 visits month Communications October 2007 Cost: $130 digital recorder
    17. 17. RSS Feed <ul><li>2007 </li></ul><ul><li>Free </li></ul><ul><li>--- </li></ul><ul><li>About 2,000 visits per month </li></ul>Communications
    18. 18. You Tube channel 12,800 views Communications September 2007 Cost: $700 digital camera; cost of professional videos
    19. 19. Communications June 2009 Free First 17 programs averaged 40 downloads each
    20. 20. Communications Monthly unique visitors Tripled in three years to 30,000
    21. 21. Communications High benefit <ul><li>Reduced wait times </li></ul><ul><li>Meeting pre-established objectives, goals </li></ul><ul><li>TV, radio coverage </li></ul><ul><li>Foster care month on “mommy” blogs </li></ul><ul><li>Retweets (RT) by media, others </li></ul><ul><li>#fosterparentsneeded, Pitch Engine </li></ul>
    22. 22. What we’ve learned <ul><li>It’s a commitment , not a campaign </li></ul><ul><li>Have one person willing to champion and maintain </li></ul><ul><ul><li>Doesn’t work as well with several part-time </li></ul></ul><ul><li>Get comfortable with new age of communication </li></ul>Communications
    23. 23. What we’ve learned <ul><li>Daily maintenance : Relevant content </li></ul><ul><li>Don’t get sucked into time drain </li></ul><ul><li>Patience /stay with it </li></ul><ul><li>Educating late adopters (in-house) </li></ul><ul><li>Leverage personal networks </li></ul><ul><li>Integrate with Speakers’ Bureau, media relations, newsletter, Web site… </li></ul><ul><li>Measure with WebTrends, surveys… </li></ul>Communications
    24. 24. Be Strategic <ul><li>Develop a plan </li></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Audiences </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Method/spokesperson </li></ul></ul><ul><ul><li>Timeline/content plan </li></ul></ul>Communications
    25. 25. Strategic audiences <ul><li>Clients/customers </li></ul><ul><ul><li>especially those unfamiliar with agency programs/services </li></ul></ul><ul><li>Social service partners </li></ul><ul><li>Taxpayers/voters </li></ul><ul><li>Overseers </li></ul><ul><li>Government peers </li></ul><ul><li>Employees </li></ul><ul><ul><li>Current, former (retired, laid off, moved on) </li></ul></ul>Communications
    26. 26. Questions? <ul><li>Brian: </li></ul><ul><li>Mike: </li></ul>Communications