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Social Media Opportunities & Pitfalls


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Social Media Opportunities & Pitfalls

  1. 1. Social Media Opportunities & Pitfalls: Twitter, Facebook and Blogs Andrew Powers Public Information Officer City of Thousand Oaks JoAnne Speers Executive Director Institute for Local Government
  2. 2. Agenda Overview: <ul><li>Our Background </li></ul><ul><li>Overview of Social Media </li></ul><ul><li>Legal Issues Relating to Social Media </li></ul><ul><li>Why & How </li></ul><ul><li>Q & A </li></ul>
  3. 3. What is Social Media . . . * Social media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website.
  4. 4. What is Social Media . . . * Social media is the use of technology combined with social interaction to create or co-create value.
  5. 5. What is Social Media . . . * Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site.
  6. 6. Twitter: <ul><li>Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets . </li></ul><ul><li>Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers . </li></ul>
  7. 7. Twitter: <ul><li>44 million Twitter users </li></ul><ul><li>73% joined during first five months of 2009 </li></ul><ul><li>53% women / 47% men </li></ul><ul><li>Demographics: - 25-34 = 20% - 35-49 = 42% - 55+ = 17% </li></ul>
  8. 8. Facebook: <ul><li>Mission is to give people the power to share and make the world more open and connected. </li></ul><ul><li>A social networking site that was originally designed for college students, but is now open to anyone 13 years of age or older. </li></ul>
  9. 9. Facebook: <ul><li>Users can create and customize their own profiles with photos, videos, and information about themselves. Friends can browse the profiles of other friends and write messages on their pages. </li></ul><ul><li>Each profile has a &quot;wall,&quot; where friends can post comments. Since the wall is viewable by all the user's friends, wall postings are basically a public conversation. </li></ul>
  10. 10. Facebook: <ul><li>Over 400 million active users </li></ul><ul><li>Over 200 million log on at least once a day </li></ul><ul><li>2/3 are outside of college </li></ul><ul><li>Fastest growing demographic = 35 and up </li></ul><ul><li>70% outside of the United States </li></ul><ul><li>People spend over 500 billion mins/mth on site </li></ul>
  11. 11. <ul><li>YouTube is a video sharing website on which users can upload and share videos. </li></ul><ul><li>Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos. </li></ul>You Tube:
  12. 12. <ul><li>24 hrs of video uploaded to YouTube every minute </li></ul><ul><li>1 Billion views per day </li></ul><ul><li>51% of users go to YouTube weekly or more often </li></ul><ul><li>52% of 18-34 year-olds share videos often with friends and colleagues. </li></ul>YouTube:
  13. 13. <ul><li>A blog (&quot;web log&quot;) is a type of website, usually maintained by an individual with regular entries of commentary </li></ul><ul><li>Worldwide there are @ 113 Million Blogs </li></ul>Blogs:
  14. 14.
  15. 15. Blogs:
  16. 16. Legal Issues and Social Media
  17. 17. One Frame: Types of Legal Issues (p 2) <ul><li>First Amendment—Local Agency Use of Social Media </li></ul><ul><li>Use of Public Resources (Personal/Political) </li></ul><ul><li>Employee Activities on Social Media </li></ul><ul><li>Other HR Issues </li></ul><ul><ul><li>Screening employees </li></ul></ul><ul><ul><li>Discrimination and harassment </li></ul></ul>
  18. 18. Types of Legal Issues <ul><li>Open meeting laws </li></ul><ul><li>Public records </li></ul><ul><li>Procurement, gift and contract issues </li></ul><ul><li>Equal access issues/§ 508 issues </li></ul>
  19. 19. Another Frame: User <ul><li>Individuals’ Use of Social Media </li></ul><ul><li>Agency’s Use of Social Media </li></ul>
  20. 20. Individuals’ Use <ul><li>Employee use </li></ul><ul><li>Elected official use </li></ul><ul><li>Bottom Line: </li></ul><ul><ul><li>Issues are the same as other forms of communication </li></ul></ul><ul><ul><li>Apply familiar legal principles to new media </li></ul></ul>
  21. 21. Example: Employee Activities <ul><li>Employee personal (non-agency) posts </li></ul><ul><ul><li>On agency time: Personal use of public resource </li></ul></ul><ul><ul><li>(p 6) </li></ul></ul><ul><ul><li>Right to comment on issues of public concern (pp 8-9) </li></ul></ul><ul><ul><li>Disciplinary issues </li></ul></ul><ul><ul><ul><li>Harassment </li></ul></ul></ul><ul><ul><ul><li>Conduct unbecoming an officer </li></ul></ul></ul>
  22. 23. Elected Officials Activities <ul><li>Brown Act </li></ul><ul><ul><li>Using technology to discuss issues in agency’s subject matter jurisdiction </li></ul></ul><ul><li>Political Use of Public Resources </li></ul><ul><ul><li>City email on ballot measure advocacy </li></ul></ul><ul><ul><li>DiQuisto </li></ul></ul>
  23. 24. Agency Use of Social Media <ul><li>First Amendment Issues </li></ul><ul><li>Public Records Act Issues </li></ul>
  24. 25. First Amendment Issues (pp 2-6) <ul><li>Conventional website (web 1.0) </li></ul><ul><ul><li>Nonpublic forum </li></ul></ul><ul><ul><li>One-way communication </li></ul></ul><ul><ul><li>Vargas (n. 18) </li></ul></ul><ul><ul><ul><li>Informational </li></ul></ul></ul>
  25. 26. First Amendment Issues (pp 2-6) <ul><li>Web 2.0: Interactive media </li></ul><ul><ul><li>Designated public forum or limited public forum </li></ul></ul><ul><ul><li>Bottom Line: Can’t delete posts because one disagrees with message </li></ul></ul>
  26. 27. Strategies (p 4) <ul><li>Key: Adopt a social media policy </li></ul><ul><ul><li>Notice to public (link) -”designates” public forum </li></ul></ul><ul><ul><li>Guidance to staff </li></ul></ul><ul><li>Excerpts pp 5-6/links in footnotes </li></ul><ul><li>Whole policies available at: </li></ul>
  27. 28. Social Media Policies <ul><li>Prohibit: </li></ul><ul><li>Commercial posts </li></ul><ul><li>Profanity </li></ul><ul><ul><li>Possible caveat: If one is commenting on the Draft </li></ul></ul><ul><li>Campaign posts </li></ul><ul><ul><li>Caveat: Unless the agency includes links </li></ul></ul>
  28. 29. Public Records Issues <ul><li>Retention </li></ul><ul><li>Disclosure </li></ul>
  29. 30. Public Records Retention <ul><li>No statutory definition </li></ul><ul><li>AG Definition: “Lasting indication” “for future reference” </li></ul><ul><li>Social media content ≠ records subject to retention requirements </li></ul><ul><li>Say so in retention schedules </li></ul>
  30. 31. Records Disclosure (pp 12-16) <ul><li>Postings on social media sites </li></ul><ul><ul><li>Not in possession of agencies </li></ul></ul><ul><ul><li>Not maintained or retained by agency </li></ul></ul>
  31. 32. Transparency Strategies <ul><li>Use social media to drive traffic to (section 508 compliant) agency website </li></ul><ul><li>Use settings so “everyone” can access content (not just friends) </li></ul><ul><li>Synch privacy policy with approach to public records disclosure </li></ul>
  32. 33. For More Issues & Analysis <ul><li>See paper </li></ul><ul><ul><li>Has lots of footnotes, sample language and links </li></ul></ul><ul><ul><li>“ Dos and Don’ts” </li></ul></ul><ul><li>Also see website: </li></ul>
  33. 34. Key Questions: <ul><li>Why does my organization want participate in social media? </li></ul><ul><li>How will social media be incorporated into my overall customer experience? </li></ul><ul><li>Do you have a long-term strategic vision for utilizing social media tools? </li></ul>
  34. 35. Developing a Social Media Strategy: <ul><li>Create a cross functional / mixed generational team </li></ul><ul><li>Listen to what’s already out there – </li></ul><ul><li>Determine your tools </li></ul>
  35. 36. Tips for Developing a Social Media Strategy: <ul><li>Review and modify existing policy -- utilize “Best Practices” and plan for future growth </li></ul><ul><li>Determine roles & responsibilities for lasting success </li></ul><ul><li>Develop a style + tone that’s uniquely yours </li></ul><ul><li>Monitor, re-evaluate, augment </li></ul>
  36. 37. Twitter:
  37. 38. Facebook:
  38. 39. You Tube:
  39. 40. Ever evolving …
  40. 41. Social Media Opportunities & Pitfalls: Twitter, Facebook and Blogs Andrew Powers Public Information Officer City of Thousand Oaks JoAnne Speers Executive Director Institute for Local Government Q & A