Building a Municipal Social Media Presence (2014)

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Municipalities need to be in the social space to effectively communicate with their constituents. This presentation goes step by step through creating a Facebook page, a Twitter account, and using Hootsuite to effectively publish. It includes suggestions and best practices.

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Building a Municipal Social Media Presence (2014)

  1. 1. 1County of Morris, NJ • Building a Municipal Social Media Presence Building a Municipal PresenceSocial Media March 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  2. 2. 2County of Morris, NJ • Building a Municipal Social Media Presence • Considerations before getting started • How to get a Google account & Gmail address • What are the differences between a Facebook page and profile • How to set up a Facebook page • What Twitter is and why you should use it • How to set up a Twitter account • What Hootsuite is and why you should use it • How to send one message many places, all at once What you’ll learn today
  3. 3. 3County of Morris, NJ • Building a Municipal Social Media Presence One Post: Many Channels
  4. 4. 4County of Morris, NJ • Building a Municipal Social Media Presence • Seriously consider having a single Social Media presence online (1 Facebook page, 1 Twitter account, etc) • Use a consistent, generic email address for all social media • Use a consistent “vanity” name • Have multiple admins for each application • Adopt “Use” and “Commenting” policies (see Facebook.com/MorrisCountyNJ for our commenting policy) • BACK UP (ArchiveSocial.com, Backupify.com) EVERYTHING is subject to records retention laws, including comments Considerations before getting started A little planning goes a long way
  5. 5. 5County of Morris, NJ • Building a Municipal Social Media Presence • Decide on a “communications tone” • Don’t post original material on Facebook • Anyone can comment on your FB posts. Remember, it’s social! • Assign a team member to monitor comments • Secure your Facebook profile so no one can see it • Never let fans / followers upload photos or videos without moderation • Think about how you’ll market your social presence Considerations before getting started A little planning goes a long way
  6. 6. 6County of Morris, NJ • Building a Municipal Social Media Presence • Facebook requires a real name: webmaster@, admin@ are not acceptable. • Gmail: We use MC[town]NJ@gmail.com if we set up your email. • Gmail.com Choose an email address Generic Local or Generic Gmail
  7. 7. 7County of Morris, NJ • Building a Municipal Social Media Presence Check Your Chosen Vanity URL • Morris County is MorrisCountyNJ Facebook.com/MorrisCountyNJ Twitter.com/MorrisCountyNJ YouTube.com/MorrisCountyNJ Flickr.com/MorrisCountyNJ Scribd.com/MorrisCountyNJ MorrisCountyNJ.gov • Choose a name. Check it everywhere. (www.namechk.com) Facebook, Twitter, YouTube, Flickr, Scribd, LinkedIn, FourSquare • Denville is already DenvilleNJ on Twitter, YouTube, Scribd • DenvilleNJ – Available on Flickr (go grab it), but gone on Facebook • What to do…..
  8. 8. 8 County of Morris, NJ • Building a Municipal Social Media Presence BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: FACEBOOK MARCH 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  9. 9. 9 County of Morris, NJ • Building a Municipal Social Media Presence FACEBOOK Profiles vs Pages
  10. 10. 10 County of Morris, NJ • Building a Municipal Social Media Presence FACEBOOK Profiles vs Pages
  11. 11. 11 County of Morris, NJ • Building a Municipal Social Media Presence CREATING YOUR PAGE Login later
  12. 12. 12 County of Morris, NJ • Building a Municipal Social Media Presence GOVERNMENT PAGE TYPE Company, Organization, InstitutionGOVERNMENT PAGE TYPE Company, Organization, Institution
  13. 13. 13 County of Morris, NJ • Building a Municipal Social Media Presence GOVERNMENT PAGE TYPE Government Organization A page must be tied to someone‟s profile. Facebook policies do not allow one individual to have two profiles. Once created, be sure to have two admins so that if the person who created the page leaves, your agency can still administer the page.
  14. 14. 14 County of Morris, NJ • Building a Municipal Social Media Presence GOVERNMENT PAGE TYPE Government Organization
  15. 15. 15 County of Morris, NJ • Building a Municipal Social Media Presence GOVERNMENT PAGE NAME [Jurisdiction Name] Government
  16. 16. 16 County of Morris, NJ • Building a Municipal Social Media Presence FACEBOOK TOU You must agree to have a page
  17. 17. 17 County of Morris, NJ • Building a Municipal Social Media Presence FACEBOOK TOU Special Government Terms
  18. 18. 18 County of Morris, NJ • Building a Municipal Social Media Presence PROFILE PICTURE Logo, seal, or local branding
  19. 19. 19 County of Morris, NJ • Building a Municipal Social Media Presence UNCHECK ALL THE SHARING That comes later
  20. 20. 20 County of Morris, NJ • Building a Municipal Social Media Presence ADD YOUR WEBSITE Add some info about your jurisdiction
  21. 21. 21 County of Morris, NJ • Building a Municipal Social Media Presence ADMIN PANEL Getting Your Page Ready
  22. 22. 22 County of Morris, NJ • Building a Municipal Social Media Presence UNPUBLISH THE PAGE Only Admins can see it
  23. 23. 23 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Use Facebook as….
  24. 24. 24 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Admin Panel
  25. 25. 25 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Admin Roles
  26. 26. 26 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Mobile Posting OR, better yet, use Hootsuite‟s mobile app.
  27. 27. 27 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Insights
  28. 28. 28 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Promoting Your Page; Boosting Content
  29. 29. 29 County of Morris, NJ • Building a Municipal Social Media Presence EDIT THE PAGE Help
  30. 30. 30 County of Morris, NJ • Building a Municipal Social Media Presence SPREAD THE WORD Like Us Button for your website https://developers.facebook.com/docs/plugins/like-button/
  31. 31. 31 County of Morris, NJ • Building a Municipal Social Media Presence LEARN ABOUT SHARING How to share content
  32. 32. 32 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  33. 33. 33 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  34. 34. 34 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  35. 35. 35 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  36. 36. 36 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  37. 37. 37 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  38. 38. 38 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  39. 39. 39 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  40. 40. 40 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  41. 41. 41 County of Morris, NJ • Building a Municipal Social Media Presence ACCOUNT SETTINGS Lock down the profile
  42. 42. 42 County of Morris, NJ • Building a Municipal Social Media Presence FINAL THOUGHTS Before publishing • Get your “vanity” URL Facebook.com/username
  43. 43. 43 County of Morris, NJ • Building a Municipal Social Media Presence FINAL THOUGHTS Before publishing • Remember to follow Facebook guidelines for timeline photos and posts https://www.facebook.com/help/search/?q=cover+guidelines http://blog.hubspot.com/marketing/facebook-cover-photos-best-practices-ht
  44. 44. 44 County of Morris, NJ • Building a Municipal Social Media Presence Screen captured in 2012. 637 Likes. Be sure to identify your page as the “Official Page” Note the failure to post for well over a year.
  45. 45. 45 County of Morris, NJ • Building a Municipal Social Media Presence Screen captured in 2014. 649 Likes. Post. Post. Post. This page is abandoned. Not good for Green Township. Once you start, keep it up!
  46. 46. 46 County of Morris, NJ • Building a Municipal Social Media Presence Click here See your stream for posts to share.
  47. 47. 47 County of Morris, NJ • Building a Municipal Social Media Presence For those who use Facebook, this looks more like your standard stream. Recommendation: follow only other government agencies. Be sure to cross-market with other Morris County jurisdictions and pages.
  48. 48. 48 County of Morris, NJ • Building a Municipal Social Media Presence
  49. 49. 49 County of Morris, NJ • Building a Municipal Social Media Presence BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: FACEBOOK MARCH 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  50. 50. 50 County of Morris, NJ • Building a Municipal Social Media Presence BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: TWITTER MARCH 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  51. 51. 51 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER 140 Powerful Characters
  52. 52. 52 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Signing up
  53. 53. 53 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  54. 54. 54 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account You’ll have to do this a few times….
  55. 55. 55 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  56. 56. 56 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  57. 57. 57 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  58. 58. 58 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  59. 59. 59 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  60. 60. 60 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account Use the photo from your Facebook page…. Consistency builds brand.
  61. 61. 61 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  62. 62. 62 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Setting up an account
  63. 63. 63 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Tweeting • 140 characters. Try to use less. Link to more details. • Learn Twitter lingo. • Use abbreviations. Eliminate punctuation where possible. • ALL CAPS is shouting. Don’t shout. • Write your message, then start eliminating words and using abbreviations to say the same thing in 140 characters. • RT is re-tweet. MT is a modified RT. • @TwitterHandle is a public message to TwitterHandle • DM TwitterHandle (note the space) is a direct message (private) to TwitterHandle. You can only DM your followers. • Mention means someone used your Twitter handle in a tweet.
  64. 64. 64 County of Morris, NJ • Building a Municipal Social Media Presence TWITTER Tweeting • Tweet valuable content and your followers will grow: Road closures, meeting reminders, posted budgets, closed fields, events, important web postings, celebrations, honorees, good press, #tbt (Throw- Back-Thursdays). Use photos where possible. • If someone asks you a public question, answer publicly. • If someone asks you a public question, answer it. • If someone DMs you, and you need more information to answer, give them a link to your feedback form. • If someone DMs you, answer them. • If people RT your tweets, thank them with an @ message. • Create a Twitter widget for your website. Put it on your home page. (https://twitter.com/about/resources/widgets)
  65. 65. 65 County of Morris, NJ • Building a Municipal Social Media Presence BUILDING A MUNICIPAL SOCIAL MEDIA PRESENCE: TWITTER MARCH 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  66. 66. 66County of Morris, NJ • Building a Municipal Social Media Presence Tying it Together Using Hootsuite Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  67. 67. 67County of Morris, NJ • Building a Municipal Social Media Presence Sign up for Hootsuite FREE version Use the same email as Facebook & Twitter
  68. 68. 68County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Dashboard
  69. 69. 69County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Dashboard
  70. 70. 70County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Dashboard
  71. 71. 71County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Dashboard
  72. 72. 72County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Tools
  73. 73. 73County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Tools
  74. 74. 74County of Morris, NJ • Building a Municipal Social Media Presence Hootsuite Tools
  75. 75. 75County of Morris, NJ • Building a Municipal Social Media Presence Before Posting Double check before you post  Information is accurate  Information is authorized for public release  Post is 140 characters or less  Spelling is accurate  Link is accurate Copy it into a new browser window to be sure it goes where you want  Date and time are correct if scheduling into the future  Selected social networks are the correct ones  Once it‟s out there, you can delete it but anyone who has read it, has read it.  To delete in Hootsuite, hover over the tweet in the „sent tweets‟ stream and click the x.
  76. 76. 76County of Morris, NJ • Building a Municipal Social Media Presence A few more things… Searching, deleting, filtering  To search Twitter, enter the search criteria in the search box and click the magnifying glass.  To create a stream of a particular search term, click “+Add Stream”. Choose a search term or use logic as per examples  To create a stream of keywords, enter the terms. Tweets using any of the keywords will be returned.  To use hashtags so your comments will be included in a stream using that term, precede your term with a #. Example: #MCLibrary; #Jan25; #gov20; #superbowl, #SOTU  To be sure your tweet ends up in someone‟s mentions stream, use @ before their Twitter handle.  To delete in Hootsuite, hover over the tweet in the „sent tweets‟ stream and click the x.
  77. 77. 77County of Morris, NJ • Building a Municipal Social Media Presence Tying it Together Using Hootsuite Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite
  78. 78. 78County of Morris, NJ • Building a Municipal Social Media Presence Building a Municipal PresenceSocial Media March 2014 Carol A Spencer, Web Manager County of Morris, NJ • Building a Municipal Social Media Presence Facebook • Twitter • Hootsuite

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