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: http://www.flickr.com/photos/cote/
  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: wsj.com, comscore.com, pewresearch.com
  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 Scribd.com And some new ones…. UStream.tv 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>Facebook.com/MorrisCountyNJ </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>Twitter.com/MorrisCountyNJ </li></ul>
  17. 18. Twitter Tools <ul><li>Tweetdeck.com (follow multiple Twitter accounts and Facebook) </li></ul><ul><li>Hootsuite.com (schedule tweets for later, team members) </li></ul><ul><li>Tweetake.com (backup Twitter) </li></ul><ul><li>Backupify.com (backup Twitter, blogs, Facebook & more) </li></ul><ul><li>Yoono.com (follow multiple social accounts at once) </li></ul><ul><li>Mashable.com (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>Flickr.com/MorrisCountyNJ </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>YouTube.com/MorrisCountyNJ </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>Scribd.com/MorrisCountyNJ </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. UStream.tv - FREE <ul><li>UStream.tv 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>UStream.tv/MorrisCountyNJ (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 ping.fm. Ping.fm 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.com 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 (TSA.gov) </li></ul><ul><li>Employee use (IBM.com) </li></ul><ul><li>Toolkit (cdc.gov/socialmedia, mass.gov) </li></ul><ul><li>Don’t reinvent the wheel (govsocmed.pbworks.com) </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>NAGW.org : National Association of Government Webmasters Members receive listserv access, free webinars, National Conference discounts </li></ul><ul><li>GovLoop.com : Social Network for government employees </li></ul><ul><li>USA.gov : list of Federal blogs, widgets, and more </li></ul><ul><li>WebContent.gov : lots of information about social media and government </li></ul><ul><li>How-tos YouTube.com MorrisCountyNJ.gov/learning20 </li></ul>
  28. 36. Contact Information National Association of Government Webmasters Morris County NJ [email_address] Email Govloop.com/group/NAGW GovLoop Facebook.com/NAGW.org Facebook Twitter.com/NAGW Twitter NAGW.org Website [email_address] Email Scribd.com/MorrisCountyNJ Scribd YouTube.com/MorrisCountyNJ YouTube Facebook.com/MorrisCountyNJ Facebook Twitter.com/MorrisCountyNJ Twitter MorrisCountyNJ.gov 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

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