Getting Started with Social Media: PA Parks & Rec


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An overview of the development of social media, technologies, tools, and management of social media in governmental agencies. This presentation was given at the PA Parks & Recreation Society annual conference in March 2011.

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Getting Started with Social Media: PA Parks & Rec

  1. 1. Getting Started with Social Media Carol A. Spencer Web Manager, County of Morris NJ Treasurer, National Assoc of Gov’t Webmasters PA Parks & Recreation March 21, 2011
  2. 2. Getting Started with Social Media <ul><li>How we got here </li></ul><ul><li>Where is “here”? </li></ul><ul><li>Social media: the technologies </li></ul><ul><li>Putting it all together </li></ul><ul><li>Managing social media </li></ul><ul><li>Some resources </li></ul>
  3. 3. Traditional Broadcast Media Types One to Many Push Technologies: Mailings Newspapers / Magazines TV & Radio Ads One ad or press release is read, seen or heard by many, many people. It’s also NOT seen by many, many people.
  4. 4. A Shrinking Tech World Mainframe photo courtesy:
  5. 5. <ul><li>People got busier </li></ul><ul><li>Reading time was reduced </li></ul><ul><li>Advertisers had to get creative </li></ul><ul><ul><li>Computers got personal </li></ul></ul><ul><ul><li>The Internet went graphical </li></ul></ul><ul><ul><li>Phones became mobile </li></ul></ul><ul><li>Entrepreneurs found ways to start merging devices, technologies </li></ul>Society is every changing… Entrepreneurs found ways to merge applications and technologies into a single device.
  6. 6. So, here we are…. Mini & Mobile
  7. 7. It’s all on the phone Phone  Text Messages  Camera/Video  Music
  8. 8. It’s all on the phone Email  Browser  Social Media
  9. 9. It’s all on the phone (or is it a phone?) YouTube  VOIP Calls  Live Sports  TV
  10. 10. Where is “here”? <ul><li>2 billion Google searches daily (2009) </li></ul><ul><li>2.5 million Wikipedia articles in English </li></ul><ul><li>Video (12/2009) </li></ul><ul><ul><ul><li>67.3 million videos viewed </li></ul></ul></ul><ul><ul><ul><li>US: 5.1 billion views; 187 per viewer on average </li></ul></ul></ul><ul><li>Video (12/2010) – 179 million viewers/month in 2010 </li></ul><ul><ul><ul><li>88.6 million videos viewed </li></ul></ul></ul><ul><ul><ul><li>US: 5.8 billion views; 201 per viewer on average </li></ul></ul></ul><ul><li>Twitter passed the NY Times in visitors in April ‘09 </li></ul><ul><li>900,000 new blog posts every 24 hours </li></ul><ul><li>153M unique Facebook visitors in the US in Dec ‘10 </li></ul><ul><li>Wall Street Journal US daily print circulation: 1.67M </li></ul><ul><li>Wall Street Journal online monthly visitors: 20M </li></ul>Source:,,
  11. 11. Where is “here”? <ul><li>75% of the world accesses the web through a phone </li></ul><ul><li>77.3% of the US population has internet access </li></ul><ul><li>43% are on Facebook </li></ul><ul><li>Newspaper ad revenue was down almost 65% from 2003 to 2009. Google delivered 1 trillion ads in 2010. </li></ul><ul><li>In November, digital books outsold paper books. </li></ul><ul><li>There are over 100 billion active domain names today. </li></ul><ul><li>In December, there were 63.2M US smartphone subscribers </li></ul><ul><ul><li>47% use mobile media </li></ul></ul><ul><ul><li>Twitter & FB had a 71% & 121% increase in mobile usage </li></ul></ul>
  12. 12. The Social Space
  13. 13. <ul><li>RSS Feeds </li></ul><ul><li>Blogs </li></ul><ul><li>Widgets </li></ul><ul><li>Video / Photo Sharing </li></ul><ul><li>Social Networking </li></ul>Social Media Technologies <ul><li>Social News Sites </li></ul><ul><li>Podcasting </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>Mashups </li></ul>All of these technologies have been created for the purpose of sharing information in a many to many environment
  14. 14. The Big Names for Government Facebook Twitter Blogger And some new ones…. Flickr RSS Feed YouTube
  15. 15. Facebook - FREE <ul><li>Facebook is a Social Network </li></ul><ul><li>Post your status (notices) </li></ul><ul><li>Business pages get “liked” </li></ul><ul><li>Share your photos or videos </li></ul><ul><li>Notify fans about events or meetings </li></ul><ul><li>Comment on anything </li></ul><ul><li>Get a “vanity URL” after 25 “likes” </li></ul><ul><li> </li></ul>
  16. 17. Twitter - FREE <ul><li>Twitter is a Micro-blog </li></ul><ul><li>140 character limit </li></ul><ul><li>Sign up and “follow” posters </li></ul><ul><li>Post “tweets” about anything </li></ul><ul><li>Include links to other information </li></ul><ul><li>Send / receive via web or mobile device </li></ul><ul><li>RT (retweet) & D (direct message) & @ (public replies) </li></ul><ul><li> </li></ul>
  17. 18. Twitter Tools <ul><li> (follow multiple Twitter accounts and Facebook) </li></ul><ul><li> (schedule tweets for later, team members) </li></ul><ul><li> (backup Twitter) </li></ul><ul><li> (backup Twitter, blogs, Facebook & more) </li></ul><ul><li> (follow multiple social accounts at once) </li></ul><ul><li> (tons of twitter / social media information) </li></ul>
  18. 20. Flickr - FREE <ul><li>Flickr is a photo sharing site </li></ul><ul><li>Upload digital photos </li></ul><ul><li>Create sets of related photos </li></ul><ul><li>Tag photos with people’s names or event details </li></ul><ul><li>Produce slideshows </li></ul><ul><li>Share via email or website embed </li></ul><ul><li>Allow citizen upload (approval) </li></ul><ul><li>Find others’ photos and stock photos </li></ul><ul><li> </li></ul>
  19. 23. YouTube - FREE <ul><li>YouTube provides a video channel </li></ul><ul><li>Approved government channel removes usual 10 minute or 1 gig limit </li></ul><ul><li>Record with digital camera </li></ul><ul><li>Embed in a website or FB </li></ul><ul><li>Your message unfiltered </li></ul><ul><li>Internet is a visual medium. Use it. </li></ul><ul><li> </li></ul><ul><li>MorrisMinutes </li></ul>
  20. 26. Scribd - FREE <ul><li>Scribd is a document sharing site </li></ul><ul><li>You upload (publish) documents </li></ul><ul><li>Reading formats: scroll, book, slideshow </li></ul><ul><li>Viewers comment, download, rate, print </li></ul><ul><li>Readers share via FB, Twitter, email or website embed </li></ul><ul><li>Supported formats: pdf, ppt, doc, xls </li></ul><ul><li>Detailed stats </li></ul><ul><li> </li></ul>
  21. 28. RSS Feeds - FREE <ul><li>An RSS Feed is a subscription. </li></ul><ul><li>When new information is added to a webpage, it is sent to subscribers instantly. </li></ul><ul><li>Subscribers don’t have to keep visiting a website to get information. </li></ul><ul><li>Subscribers decide what information they want to receive and where they want it delivered. </li></ul><ul><li>You know your information is being read. </li></ul>
  22. 30. Blogger - FREE <ul><li>A Blog is a Journal. </li></ul><ul><li>Blogging tells a story. </li></ul><ul><li>Allowing comments is optional. </li></ul><ul><li>Commenting promotes trust and communicates openness. </li></ul><ul><li>Blogs can contain photos or videos. </li></ul><ul><li>Blogs can include links to FB or other sites. </li></ul><ul><li>Readers feel involved, connected </li></ul>
  23. 31. It’s okay for government to blog. The Federal Government has over 100. Blogs: Conversations w/ Constituents
  24. 32. - FREE <ul><li> streams live video </li></ul><ul><li>Live, interactive broadcast platform </li></ul><ul><li>High quality allows graphic overlays, polls, invited co-hosts </li></ul><ul><li>Viewers can personally interact with whomever is broadcasting </li></ul><ul><li>Broadcast to viewer AND viewer to viewer interaction </li></ul><ul><li> (not live yet) </li></ul>
  25. 33. Morris County’s Semi-Automated Process Creates in MS Word Website Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Facebook pulls from Hootsuite through updates FB pages and allows for easily adding additional social networks. Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Subscribers are notified. The web group uploads a catalog or brochure to Scribd subscribers are automatically notified. Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Blogger auto-emails press releases to web group. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite. PIO issues a press release
  26. 34. Managing Social Media <ul><li>Have Policies </li></ul><ul><li>Commenting ( </li></ul><ul><li>Employee use ( </li></ul><ul><li>Toolkit (, </li></ul><ul><li>Don’t reinvent the wheel ( </li></ul><ul><li>Have Structure </li></ul><ul><li>Use a consistent vanity URL </li></ul><ul><li>Speak in a consistent tone of voice </li></ul><ul><li>Have one primary account for each tool Multiple accounts creates: </li></ul><ul><ul><li>Poor branding </li></ul></ul><ul><ul><li>Inconsistent messaging </li></ul></ul>
  27. 35. Government Focused Resources <ul><li> : National Association of Government Webmasters Members receive listserv access, free webinars, National Conference discounts </li></ul><ul><li> : Social Network for government employees </li></ul><ul><li> : list of Federal blogs, widgets, and more </li></ul><ul><li> : lots of information about social media and government </li></ul><ul><li>How-tos </li></ul>
  28. 36. Contact Information National Association of Government Webmasters Morris County NJ [email_address] Email GovLoop Facebook Twitter Website [email_address] Email Scribd YouTube Facebook Twitter Website
  29. 37. Getting Started with Social Media Carol A. Spencer Web Manager, County of Morris NJ Treasurer, National Assoc of Gov’t Webmasters PA Parks & Recreation March 21, 2011