Using social media to manage  your reputation An introduction for  local authorities
Why social media matters <ul><li>The internet is the primary source of news </li></ul><ul><li>Local newspapers no longer c...
When it matters <ul><li>Day to day, improving your online profile </li></ul><ul><li>Getting public information to resident...
How Newscounter will help <ul><li>Tools to protect and promote your council online </li></ul><ul><li>What you need to know...
The tools you need online <ul><li>Monitoring capability </li></ul><ul><li>Your own website </li></ul><ul><li>Keyword analy...
1. Monitoring capability <ul><li>Speed </li></ul><ul><li>Assessment </li></ul><ul><li>Manageability </li></ul>
2. Your own website <ul><li>No 5* hotels in desert </li></ul><ul><li>One Click Rule </li></ul><ul><li>Google indexing </li...
Eg. On page SEO
Eg. Hidden SEO
3. Keyword analysis <ul><li>Reaching out not pulling in </li></ul><ul><li>What question do you answer? </li></ul><ul><li>G...
4. Targeted, relevant content
5. Incoming hyperlinks <ul><li>Providing useful information </li></ul><ul><li>Accessible format – PDF caution </li></ul><u...
6. Plain English
OR
Now you’ve got the tools How do you use them?
What you need to know <ul><li>Your key audiences </li></ul><ul><li>How to analyse the importance of a website </li></ul><u...
1. Your key audiences Newscounter prepares a bespoke  directory for each council Local blogs Local news sites National pol...
2. How to analyse the importance  of a website <ul><li>Take the URL </li></ul><ul><li>Type link:exampleurl.com into a sear...
3. How to engage with websites <ul><li>The comments section </li></ul><ul><li>Email </li></ul><ul><li>Reciprocal links </l...
4. How to promote your content <ul><li>Search related stories </li></ul><ul><li>Links on relevant sites </li></ul><ul><li>...
You’ve got the knowledge Where should the council  have a presence?
Where to be seen <ul><li>Search engines are critical </li></ul><ul><ul><li>Press release distribution sites sometimes </li...
1. Search engines <ul><li>75%+ web use starts with search </li></ul><ul><li>2 and 3 keyword search growth </li></ul><ul><l...
2. YouTube <ul><li>Video is more engaging </li></ul><ul><ul><li>Move beyond ‘corporate speak’ </li></ul></ul><ul><li>Good ...
3. Twitter <ul><li>Massive UK growth but still early adopters </li></ul><ul><li>Older, better educated, cleverer, female <...
4. Facebook and Myspace <ul><li>The difference </li></ul><ul><ul><li>Facebook – older, better educated </li></ul></ul><ul>...
Where to avoid <ul><li>Unimportant attack blogs </li></ul><ul><li>News aggregation sites add little </li></ul><ul><ul><li>...
You’re in the right places How do you measure success?
What to measure <ul><li>Website visits from search engine </li></ul><ul><ul><li>Visits to specific pages </li></ul></ul><u...
Summary: checklist of the basics <ul><li>Monitoring </li></ul><ul><li>Analysing relevant websites </li></ul><ul><li>Good c...
Now you’ve done the essentials Take it a step further
Developing your online presence <ul><li>Blogging </li></ul><ul><li>RSS feeds </li></ul><ul><li>Fixmystreet </li></ul>
The benefits of blogging <ul><li>Search engines </li></ul><ul><li>Building a community </li></ul><ul><li>Engaging in a com...
RSS feeds <ul><li>Google weight on RSS subscribers </li></ul><ul><li>Helps journalists and bloggers get ‘realtime’ info </...
Fixmystreet <ul><li>Site for residents to report problems </li></ul><ul><li>Automated emails go to council </li></ul><ul><...
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Social Media For Local Government

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An introduction to using social media in local government.

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Social Media For Local Government

  1. 1. Using social media to manage your reputation An introduction for local authorities
  2. 2. Why social media matters <ul><li>The internet is the primary source of news </li></ul><ul><li>Local newspapers no longer central to local news </li></ul><ul><li>Faddish social media activity doesn’t demonstrate value for money </li></ul>
  3. 3. When it matters <ul><li>Day to day, improving your online profile </li></ul><ul><li>Getting public information to residents </li></ul><ul><li>Crisis management </li></ul><ul><li>. . . . NOW </li></ul>
  4. 4. How Newscounter will help <ul><li>Tools to protect and promote your council online </li></ul><ul><li>What you need to know </li></ul><ul><li>Where you should be and what to avoid </li></ul><ul><li>Measure the value of online activity </li></ul><ul><li>Taking things further </li></ul>. . . Giving you the skills
  5. 5. The tools you need online <ul><li>Monitoring capability </li></ul><ul><li>Your own website </li></ul><ul><li>Keyword analysis </li></ul><ul><li>Targeted, relevant content </li></ul><ul><li>Incoming hyperlinks </li></ul><ul><li>Plain English </li></ul>
  6. 6. 1. Monitoring capability <ul><li>Speed </li></ul><ul><li>Assessment </li></ul><ul><li>Manageability </li></ul>
  7. 7. 2. Your own website <ul><li>No 5* hotels in desert </li></ul><ul><li>One Click Rule </li></ul><ul><li>Google indexing </li></ul><ul><li>‘ On page’ search engine optimisation </li></ul><ul><li>Hidden SEO </li></ul>
  8. 8. Eg. On page SEO
  9. 9. Eg. Hidden SEO
  10. 10. 3. Keyword analysis <ul><li>Reaching out not pulling in </li></ul><ul><li>What question do you answer? </li></ul><ul><li>Growth of 2 and 3 word search </li></ul><ul><li>Top 3 critical </li></ul><ul><li>Top 10 legacy matters </li></ul>
  11. 11. 4. Targeted, relevant content
  12. 12. 5. Incoming hyperlinks <ul><li>Providing useful information </li></ul><ul><li>Accessible format – PDF caution </li></ul><ul><li>Easy to link to </li></ul><ul><li>Proactively using other sites </li></ul><ul><li>Developing reciprocal links </li></ul>
  13. 13. 6. Plain English
  14. 14. OR
  15. 15. Now you’ve got the tools How do you use them?
  16. 16. What you need to know <ul><li>Your key audiences </li></ul><ul><li>How to analyse the importance of a website </li></ul><ul><li>How to engage with websites reporting the council </li></ul><ul><li>How to promote your own content </li></ul>
  17. 17. 1. Your key audiences Newscounter prepares a bespoke directory for each council Local blogs Local news sites National political blogs Issue-specific sites Local government sites
  18. 18. 2. How to analyse the importance of a website <ul><li>Take the URL </li></ul><ul><li>Type link:exampleurl.com into a search engine </li></ul><ul><li>Look at the number of results </li></ul><ul><li>Compare this site’s result to your own site and the local newspaper homepage </li></ul>
  19. 19. 3. How to engage with websites <ul><li>The comments section </li></ul><ul><li>Email </li></ul><ul><li>Reciprocal links </li></ul><ul><li>Banner or keyword advertising </li></ul>
  20. 20. 4. How to promote your content <ul><li>Search related stories </li></ul><ul><li>Links on relevant sites </li></ul><ul><li>Multimedia content </li></ul><ul><li>Use internal stakeholders online networks </li></ul><ul><li>Social networking – with caution </li></ul>
  21. 21. You’ve got the knowledge Where should the council have a presence?
  22. 22. Where to be seen <ul><li>Search engines are critical </li></ul><ul><ul><li>Press release distribution sites sometimes </li></ul></ul><ul><ul><li>Squidgo can help SEO </li></ul></ul><ul><ul><li>Slideshare also useful </li></ul></ul><ul><li>YouTube where possible </li></ul><ul><ul><li>(Flickr where relevant) </li></ul></ul><ul><ul><li>VideoJug for public information </li></ul></ul><ul><li>Twitter only for big breaking news </li></ul><ul><ul><li>Take a look at monitter.com </li></ul></ul><ul><li>Facebook and MySpace on specific issues </li></ul>
  23. 23. 1. Search engines <ul><li>75%+ web use starts with search </li></ul><ul><li>2 and 3 keyword search growth </li></ul><ul><li>Watch for negative stories in top 10 </li></ul><ul><li>100+ factors in algorithm </li></ul><ul><ul><li>Age and officialdom </li></ul></ul><ul><ul><li>Titles and keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>RSS </li></ul></ul>
  24. 24. 2. YouTube <ul><li>Video is more engaging </li></ul><ul><ul><li>Move beyond ‘corporate speak’ </li></ul></ul><ul><li>Good usability </li></ul><ul><ul><li>Sharing sites = no downloading </li></ul></ul><ul><ul><li>Embed in your pages </li></ul></ul><ul><ul><li>Reduce server costs </li></ul></ul><ul><ul><li>Monitor demographics </li></ul></ul><ul><li>Create your own channel </li></ul><ul><ul><li>Can support SEO strategy </li></ul></ul><ul><ul><li>Prevents ID theft </li></ul></ul><ul><ul><li>Doesn’t require frequent content </li></ul></ul>
  25. 25. 3. Twitter <ul><li>Massive UK growth but still early adopters </li></ul><ul><li>Older, better educated, cleverer, female </li></ul><ul><li>140 character limit </li></ul><ul><li>Plays a role in breaking news </li></ul><ul><li>Monitor in realtime in crisis </li></ul><ul><li>Post your reaction using shortened URLs </li></ul><ul><li>Not relevant for business as usual </li></ul>
  26. 26. 4. Facebook and Myspace <ul><li>The difference </li></ul><ul><ul><li>Facebook – older, better educated </li></ul></ul><ul><ul><li>Myspace – younger, music </li></ul></ul><ul><li>Brand presence rarely successful </li></ul><ul><li>Facebook Groups support media campaigns </li></ul><ul><ul><li>Need to build on existing memberships </li></ul></ul><ul><ul><li>Location specificity a problem </li></ul></ul><ul><li>Check internal policies </li></ul><ul><ul><li>status updates </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>ID theft </li></ul></ul>
  27. 27. Where to avoid <ul><li>Unimportant attack blogs </li></ul><ul><li>News aggregation sites add little </li></ul><ul><ul><li>Don’t worry about Digg </li></ul></ul><ul><ul><li>Delicious useful not essential </li></ul></ul><ul><li>Social networking sites for brand building </li></ul><ul><li>Most forums / chatrooms </li></ul>
  28. 28. You’re in the right places How do you measure success?
  29. 29. What to measure <ul><li>Website visits from search engine </li></ul><ul><ul><li>Visits to specific pages </li></ul></ul><ul><li>Number of sites linking to you </li></ul><ul><ul><li>Clickthroughs from comments </li></ul></ul><ul><li>Number of sites reporting council stories </li></ul><ul><li>Bias (promoter, neutral, detractor) </li></ul><ul><li>Views and networks on social networking sites </li></ul>
  30. 30. Summary: checklist of the basics <ul><li>Monitoring </li></ul><ul><li>Analysing relevant websites </li></ul><ul><li>Good copy </li></ul><ul><li>SEO </li></ul><ul><li>Relevant links </li></ul><ul><li>Social networking for specific issues </li></ul><ul><li>Twitter for national stories </li></ul><ul><li>YouTube for engaging content </li></ul>
  31. 31. Now you’ve done the essentials Take it a step further
  32. 32. Developing your online presence <ul><li>Blogging </li></ul><ul><li>RSS feeds </li></ul><ul><li>Fixmystreet </li></ul>
  33. 33. The benefits of blogging <ul><li>Search engines </li></ul><ul><li>Building a community </li></ul><ul><li>Engaging in a community </li></ul><ul><li>Developing a personality </li></ul>
  34. 34. RSS feeds <ul><li>Google weight on RSS subscribers </li></ul><ul><li>Helps journalists and bloggers get ‘realtime’ info </li></ul><ul><li>Good for usability </li></ul><ul><li>Email alerts an alternative option </li></ul>
  35. 35. Fixmystreet <ul><li>Site for residents to report problems </li></ul><ul><li>Automated emails go to council </li></ul><ul><li>Residents report updates </li></ul><ul><li>Source for good news stories and stats </li></ul>

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