5. 2008 to 2013
•Scattered approach
•Little coordination/planning
•Little engagement
•No real campaigns
6. November 2013
•Began increasing posts
•Began filtering in photos
•Added graphic headlines to most posts
•More interactive posts – “Did you know?”
“Guess the Year” “Fill in the Blank”
8. The Planning
• Coordinated with other department pages
• Created graphics to use during the storm
• Solicited photos from the public
• Wanted to be the “go to” place for storm coverage
11. The Response
•700 new page likes
•420,000 total reach | +1,000 percent from
previous week
12. The Aftermath
• Thousands of new followers
• Thousands of photo submissions
• Thousands of online interactions with citizens
• Millions of post comments, likes and shares
• Plenty of campaigns
18. Unexpected Campaigns - Tragedies
• React to local or national tragedies
• Social media is talking about it, you should too
• Don’t overdo it
• Be strategic in what you post
• Give your citizens an outlet to mourn
29. Forever Campaigns
• Directly a result of our first campaign
• Dozens submitted daily
• Great engagement tool
• Helps with the not so fun posts
• A way to showcase your area
• Likes, shares, comments, a plenty!
33. A Campaign Can Be a Game-Changer
• Staff saw social media in new light after first campaign
• Dedicated funding began for social media advertisements
• New Guidelines for Social Media Managers
• Overhaul of Social Media Structure
• Creation of Social Media Center
34. We Are All Experts
TRY SOMETHING, IF IT DOESN’T WORK, TRY
SOMETHING ELSE
