Beginners guide to social media (2010 ALGIM Web Symposium)

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A basic introduction to social media and its uses for New Zealand local government presented at the 2010 ALGIM Web Symposium in Wellington. Includes tips on rules of engagement for social media, what works, what to avoid and who is using it in the public sector.

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Beginners guide to social media (2010 ALGIM Web Symposium)

  1. 1. A beginners guide to Social Media .
  2. 2. What is Social Media ?
  3. 3. Victorian era tea, Napier, NZ (1888) Source: National Library of NZ photostream on Flickr: http://www.flickr.com/photos/7726011@N07/4498487341/ What are you doing later? Might go hunting moa. I love your hat! Where did you get it? My neighbour recommended the place to me. I think your hat is ridiculous!
  4. 4. “ We are moving from an information age to an opinion age . ”  Warren Sack, Associate Professor, Film & Digital Media School, University of California, Santa Cruz
  5. 5. Getting started with Social Media .
  6. 6. Social media: some rules of engagement <ul><li>use real words, not txt spk </li></ul><ul><li>it’s not all about you, comment & converse </li></ul><ul><li>take the time to listen </li></ul><ul><li>if you can’t say anything nice – don’t! </li></ul><ul><li>give credit where credit is due </li></ul>
  7. 7. “ The social landscape is emotional . Transparency and authenticity are not emotions.“  Brian Solis - digital analyst, sociologist and futurist Connect Now 2010
  8. 8. Tweet dreams?
  9. 9. The average age of a Twitter user is 39 years old .  Brian Solis - digital analyst, sociologist and futurist Connect Now 2010
  10. 12. Objectives & metrics Example only Number of events covered per year; positive feedback on that coverage Provide live coverage of events (such as policy launches, media briefings, council and committee meetings) for those who cannot attend Volume and quality of @reply and DM contact from followers; impact of this feedback on the Regional Council Provide an additional, low-barrier method for audiences to interact with the Regional Council provide feedback, seek help and suggest ideas Feedback from followers (unsolicited and solicited); number of re-tweets (Twitter users repeating our updates); clickthroughs from our tweets Provide thought leadership and credibility, increasing our visibility as the experts in our remit within the online space Feedback from followers (unsolicited and solicited) Provide an informal, ‘human’ voice of the organisation to promote comprehension of and engagement with our corporate messages. Number of followers; relevance and type of followers; number of web traffic referrals from Twitter to our website content Extend reach of existing corporate messages online (e.g. news, speeches, web updates, YouTube videos) by building relationships with relevant audiences including intermediaries, stakeholders, and key influencers such as journalists and bloggers Measure Objective
  11. 14. <ul><li>Policy from Strategy template: </li></ul><ul><li>www.nrc.govt.nz/twitter </li></ul><ul><li>Used UK Govt template: </li></ul><ul><li>http://bit.ly/cLkdY4 </li></ul>
  12. 15. Engaging on Twitter <ul><li>publish useful tips or facts </li></ul>
  13. 16. Engaging on Twitter <ul><li>retweet to acknowledge others </li></ul><ul><ul><li>add a personal comment, not just retweet </li></ul></ul>
  14. 17. Engaging on Twitter <ul><li>say thank you, publicly </li></ul>
  15. 18. Engaging on Twitter <ul><li>ask for help or ideas </li></ul>
  16. 19. Engaging on Twitter <ul><li>bring tweets to life with photos </li></ul>
  17. 20. Other Twitter users
  18. 23. And loads of others!
  19. 25. Can you face it?
  20. 26. The average age of a Facebook user is 38 years old .  Brian Solis - digital analyst, sociologist and futurist Connect Now 2010
  21. 31. Facebook terms <ul><li>ensure you read the terms of Facebook </li></ul><ul><li>especially important around campaigns and competitions (ie. ownership of content) </li></ul><ul><li>need written permission for contests </li></ul><ul><li>even how to promote your Facebook page: </li></ul>
  22. 32. Facebook terms <ul><li>have an indemnity in favour of Facebook </li></ul><ul><li>caused problems under Public Finance Act </li></ul><ul><li>amendment to Act, February 2010 </li></ul><ul><li>help available through Web Standards: </li></ul>
  23. 33. Facebook page types <ul><li>official page </li></ul><ul><ul><li>business, brand, organisation, public figure </li></ul></ul><ul><li>community page </li></ul><ul><ul><li>generate support for a topic or cause </li></ul></ul><ul><li>group page </li></ul><ul><ul><li>professional interest or hobby </li></ul></ul>
  24. 34. Facebook usernames <ul><li>www.facebook.com/username </li></ul><ul><li>choose a username for your pages </li></ul><ul><li>need 25 likes (fans) to create username </li></ul>
  25. 35. Building a fanbase <ul><li>fans are gone, it all about ‘like’ </li></ul><ul><li>embed widgets on your website </li></ul><ul><li>link to your Twitter account </li></ul><ul><li>advertise in newsletters, email footers </li></ul><ul><li>display in your reception areas </li></ul><ul><li>run a contest (permission required) </li></ul>
  26. 36. Building a fanbase <ul><li>use Facebook video, embed on your site </li></ul><ul><li>get fans to join via text, 32665 (FBOOK): </li></ul><ul><ul><li>require your page to have a username </li></ul></ul><ul><ul><li>“ fan [username]” or “like [username]” </li></ul></ul><ul><ul><li>great for events or radio promo </li></ul></ul><ul><ul><li>users must have verified mobile for account </li></ul></ul><ul><li>you can only ‘like’ up to 500 pages </li></ul>
  27. 37. Trying not to Flickr ?
  28. 42. Wanna wiki ?
  29. 47. Editing Wikipedia <ul><li>editing your own entry is not forbidden </li></ul><ul><li>deleting accurate criticism is forbidden </li></ul><ul><li>avoid trouble by ‘propose changes’ </li></ul><ul><li>check who’s been editing – history tab </li></ul><ul><li>help available through Web Standards: </li></ul>
  30. 49. Are you LinkedIn ?
  31. 50. Who else is LinkedIn?
  32. 58. You’re LinkedIn!
  33. 59. Other channels?
  34. 60. <ul><li>www.youtube.com/user/NapierLife </li></ul>
  35. 62. Keeping tabs on your Social Media .
  36. 63. Tweetdeck
  37. 64. Facebook
  38. 65. Thanks a million. @WebTaniwha Jason Dawson Community Relations Manager 0800 002 004 www.nrc.govt.nz

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