Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using Facebook in Government


Published on

  • Be the first to comment

  • Be the first to like this

Using Facebook in Government

  1. 1. Fairfax County, Virginia Greg Licamele Director, Online Communications [email_address]
  2. 2. Today’s Media Environment <ul><li>Traditional media on the decline. </li></ul><ul><li>Who fills the void? How do messages and information spread? How do we tell people directly what’s going on at the local level? </li></ul>
  3. 3. 2000 (Then) 46% of adults use internet 5% with broadband at home 50% own a cell phone <5% are content creators 0% connect wirelessly = slow, stationary connections built around my computer, simple chat and information exchange 2008 (Now) 75% of adults use internet 57% with broadband at home 82% own a cell phone ~40% are content creators 62% connect wirelessly = fast, mobile connections built around outside servers and storage and social / civic engagement Pew Internet & American Life Project
  4. 4. Today’s Media Environment <ul><li>“ ... the old, linear model for information dissemination of authorities- to -public relations- to -media is outmoded...” </li></ul><ul><li>“ ... the public is able to take not only a more active part in seeking information, but also in providing information to each other...” </li></ul><ul><ul><ul><ul><ul><li>- Palen and Liu, 2007 </li></ul></ul></ul></ul></ul>
  5. 5. Today’s Media Environment <ul><li>We, the government, are simply one content provider and everyone else has just as much power (though not necessarily the same credibility) to provide public information. </li></ul><ul><li>Help others become our information ambassadors. </li></ul><ul><li>Answer questions and provide quality customer service. </li></ul>
  6. 6. Social Media and Emergencies <ul><li>National Response Framework: </li></ul><ul><li>“ The local senior elected or appointed official (the mayor, city manager, or county manager) is responsible for ensuring the public safety and welfare of residents.” </li></ul><ul><li>ESF 15/PIOs communicate this info; need to use today’s tools . </li></ul>
  7. 7. Social Media and Emergencies <ul><li>Get content to where eyeballs are looking, especially during all four phases of emergency management. </li></ul><ul><li>Build capacity now, not during an emergency. </li></ul>
  8. 8. H1N1 Flu Vaccine <ul><li>We relied on our .gov site, Facebook and Twitter to provide real-time updates about mass H1N1 vaccination clinics </li></ul><ul><li>681 Facebook comments/likes since October on flu information </li></ul><ul><li>Engaged in factual dialogue often </li></ul>
  9. 11. Oct. 20, 2008 = 4 fans Jan. 28, 2010 = 2,930 fans
  10. 12. Demographics Debunked <ul><li>Fairfax County’s Facebook Fans: </li></ul><ul><li>90% age 25+ 58% age 35+ </li></ul>
  11. 13. Some Facebook Mechanics
  12. 14. Writing Wall Posts <ul><li>“ Streams, Walls and Feeds” </li></ul><ul><ul><li>107 guidelines for social media sites based on usability studies </li></ul></ul><ul><ul><li> </li></ul></ul>
  13. 15. Preferred Types of Info <ul><li>Relevant </li></ul><ul><li>Timely </li></ul><ul><li>Actionable </li></ul>
  14. 16. Preferred Types of Info <ul><li>Relevant: Pertains to people’s daily lives </li></ul>
  15. 17. Preferred Types of Info <ul><li>Timely: Deadlines, events, related to current events </li></ul>
  16. 18. Preferred Types of Info <ul><li>Actionable: Register, attend, etc. </li></ul>
  17. 19. Our Facebook Fans Say <ul><li>Satisfaction Levels: </li></ul><ul><ul><li>Facebook = 5.86 </li></ul></ul><ul><li>(Rating scale:   1 = Very Dissatisfied, 4 = Satisfied, 7 = Very Satisfied) </li></ul><ul><li>Comments reflected relevancy, timeliness and actionable info </li></ul>
  18. 20. Selected Comments <ul><li>“ It has become my go-to aggregator for local information. I don't have to look anywhere else besides the FFXCo page to see what is going on. While the FFXCo website is very good, the Facebook page can't be beat for a quick overview of what's going on in the county.” </li></ul>
  19. 21. Selected Comments <ul><li>“ Reminders regarding finite time windows -- specifically recycling program days, registration deadlines, etc.” </li></ul><ul><li>“ List various volunteer opportunities for families to do together. I work during the week, but if there was something that kids and parents could do together on a weekend, we'd be interested in that.” </li></ul>
  20. 22. Other Guidelines From Usability Studies <ul><li>Focus on one topic/subject per message </li></ul><ul><li>Write concise messages </li></ul><ul><li>Try to avoid repeating government/company name in message </li></ul><ul><li>Avoid info that’s only valuable to employees </li></ul><ul><li>Respond to questions within 24 hours, but be selective, too </li></ul><ul><li>If possible, send messages when users are likely to access social networks </li></ul>
  21. 23. The Short Happy Life of Facebook Posts <ul><li>Posts are part of a constant stream of info people see along with friends and other organizations, so your messages will not be viewed by everyone: we’re not reaching all of our 3,000 fans with every message </li></ul><ul><li>Users are unlikely to visit your actual page </li></ul><ul><li>Solutions: </li></ul><ul><ul><li>Post messages before/after work </li></ul></ul><ul><ul><li>Post on weekends </li></ul></ul><ul><ul><li>Facebook E-mail Updates: summarize postings </li></ul></ul>
  22. 24. Tone <ul><li>You </li></ul>
  23. 25. Promotion
  24. 26. Link Shorteners 1.) 2.)
  25. 27. Policies <ul><li>Fairfax County developed a social media appendix to our Web Content Policy. </li></ul><ul><ul><li>Encourages engagement with the public, but only with facts, not opinions </li></ul></ul><ul><ul><li>Facebook Comments Policy </li></ul></ul>
  26. 28. Six Criteria for Comments <ul><li>(i) Spam or include links to other sites; </li></ul><ul><li>(ii) Clearly off topic; </li></ul><ul><li>(iii) Advocate illegal activity; </li></ul><ul><li>(iv) Promote particular services, products, or political organizations; </li></ul><ul><li>(v) Infringe on copyrights or trademarks; </li></ul><ul><li>(vi) Use personally identifiable medical information. </li></ul>
  27. 29. Since March 2009:
  28. 30. FBML 1.) Edit Page 2.) Browse Applications 3.) Search for FBML 4.) Code FBML Boxes
  29. 31. Closing Thought <ul><li>“ We can no longer afford to work at the speed of government. We must remain relevant to the people we serve.” </li></ul><ul><ul><ul><li>-- Los Angeles Fire Department PIO about using Twitter (and other social media tools) </li></ul></ul></ul>