Engaging The Conversation

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Primer on Social Media and how it can be used during a Crisis

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  • I had the opportunity to sit in this presentation, July 11, 2009, as given by Lachlan; great job! His passion for serving the community with his knowledge and abilities in this area came through clearly. Thank you Mr. Mullen.
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Engaging The Conversation

  1. 1. Engaging the Conversation
  2. 2. Media is shifting Source: graphicdesignr.net/papercuts
  3. 3. Media is shifting 43% 39% 5 4 9 Web Both 5 Print 34 25 2006 2008 Source: http://pewresearch.org/pubs/1133/decline-print-newspapers-increased-online-news
  4. 4. New News Channels • Online traditional publications – NYTimes.com – WallstreetJournal.com – SeattlePI.com • Mobile traditional publications – USA Today iPhone app
  5. 5. New News Channels • News Aggregators – Google News • Social News Aggregators – Digg.com
  6. 6. New News Sources • Drudge Report • TMZ • Daily Show • Word of Mouth / Social Media
  7. 7. The Conversation • Word of mouth communication is the oldest and most powerful form of communication • We trust what our friends tell us • We trust what our friend’s friends tell us • We trust anything enough people tell us
  8. 8. Social Media • Social Media is a digital conversation • Information flows along relational lines • The “wisdom of the crowds” determines news
  9. 9. Social Media is Fast
  10. 10. Social Media is Direct
  11. 11. Social Media is Noisy
  12. 12. Social Media Takes Work
  13. 13. Guidelines for Social Media • Only use what you can utilize • Spend time to build trust – Be authentic – Be honest • Promote via your non-social networks • Stay engaged
  14. 14. Types of Sites • Social Networks – Meeting, finding, connecting • Multimedia – Sharing, learning • Bookmarking – Link sharing, “the cloud” • News – News sharing, opinion sharing
  15. 15. Types of Sites • Reviews – Sharing reviews of companies, services • Blogs – Opinion sharing, news sources • Microblogs – Sharing short updates • Wikis – Collaboration
  16. 16. How does Twitter Work? Source: http://www.youtube.com/watch?v=ddO9idmax0o
  17. 17. How to use Twitter • Post short recaps of News Releases • Post quirky things: show your personality • Post data • Chat with people • Virtual police scanner • “Hashtag” yourself • Get a “Verified Account”
  18. 18. Twitter Tools • TweetDeck (PC / Mac) • Tweetie (iPhone) • Über Twitter (Blackberry) • Twitta (Android) • Tiny Twitter / SMS (Others)
  19. 19. How to use Facebook • Set up a page for your organization – http://www.facebook.com/pages/create.php – Address, Hours, Website • Import RSS feed as notes – Edit Page >Notes – Admin Options> Edit > Import a blog • Advertise your Page • NEW! Get a “vanity url” for your page • Monitor results
  20. 20. How to use YouTube • Load “backgrounder” videos • Load informal commentary on News Releases • Load relevant breaking news as appropriate • Capture video of interviews and post unedited • Favorite other relevant videos • Comment, comment, comment!
  21. 21. Source: http://www.ovrdrv.com/social-media-map/
  22. 22. How do I choose the right one? • Works for me – Does it meet my operational objectives? • Widespread use – Will the community already be using it? • Open standards – Is it easy to access? • Integration – Can it be tied into my existing systems?
  23. 23. Recommendations • IntenseDebate – Add comments to your existing website – Easy to moderate via email – Easy to add to your website – Keeps community on your website
  24. 24. Recommendations • ShareThis – Let users share your content however they want – Works with existing content – Promotes your message – Crowdsourcing
  25. 25. Recommendations • Twitter – Free opt-in SMS and Mobile updates – As easy to use as texting – Clean, simple, fast – Can be tied into PIER – Lots of buzz!
  26. 26. Recommendations • YouTube – Share your videos – Favorite recommended videos – Embed on your site – Free hosting – Special Gov accounts
  27. 27. Recommendations • Facebook – Widely used – Click-happy users – Can be tied into PIER – Wide demographic – Large userbase
  28. 28. Recommendations • Flickr Pro – Costs $20 a year – Can upload from your phone – Allows comments – Can be linked to from site – Wide userbase
  29. 29. Recommendations • Wordpress – Set up a blog in 15 minutes – Lets you control message informally – Gives you a personal touch
  30. 30. Recommendations • PIER System – Manages communication with community – Inquiries are very social – Allows integration with other services – Widely used regionally
  31. 31. What we did • Added comments to documents – User participation on interesting documents • Added ShareThis link to documents – Allows visitors to bookmark site • Twitter – All alerts go straight to twitter – Jeff updates from phone • SlideShare
  32. 32. What we did • Video on Vimeo – Did not have YouTube gov account at time – Lets us embed video on homepage for free • Facebook Page – Information page on Facebook – Updates post automatically • Blog – Jeff updates blog for emergency managers – Blog and site traffic tightly correlated
  33. 33. Crisis Use • Important tools – YouTube – Twitter – Del.icio.us – Flickr • Develop a policy and job aids for SM
  34. 34. Crisis Use • Have a “Web Specialist” in your JIC/IC • Set a tag – FBHazMat, GalvRain, HtownBrown – “Hey internet, tag your posts with #GalvRain, we’re doing the same!” • Use TwitterSpy to “listen in” • Tweet frequent updates
  35. 35. Crisis Use • Images and videos go a long way, USE THEM – Pictures of the IC, show your activity – Shoot yourself (evenings work well) • Don’t obsess over prose • ReTweet when at a loss • Band together, we can help each other! • Get your kids to help
  36. 36. Crisis Use • Use Firefox – Windows for topics, tabs for pages – Get approval and installation before crisis • Keep a log using Del.icio.us – Bookmark everything you find – Search for your tags
  37. 37. In Review • Traditional media is reaching less and less • Social media can help you • Take it slow • Invest the time • Build trust • Learn from others • JUST DO IT! (Now would be good…)
  38. 38. Questions and Comments Lach Mullen Regional Public Information System Administrator lachlan.mullen@co.fort-bend.tx.us http://www.twitter.com/lach

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