Social Media for Government - Integrating social media across an organization


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  • STEPHListen: Monitoring, researching, and analyzing how the target audience communicates sociallyCollaboration: Social Media is not a one department jobContent Guidelines: Establishing what the company can talk about on social media and what it cannot.Content Sourcing: Gathering of assets (videos, photos, website) Content Creation (Ghost Writing): Writing posts on behalf of client (with their guidance)Editorial Calendars: Organizing content into a calendar for consistency, establishing when and how often to publish postsPublishing: Look into publishing tools like Hootsuite, TweetDeck, etc. to manage timing of posts
  • Change how your organization thinks and operates in social mediaSocial media to improve communicationsSocial media to improve operations Social media for business insight
  • stats:900 million FB500 million Twitter3 billion hours of videos watched on YouTube each month120 million users on Tumblr170 million on Google+11.7 million Pinterest – the average user spends 405 minutes per month170 million LinkedIn
  • Source: National PR
  • Source: National PR
  • Kelly
  • Kelly
  • Almost every monitoring tool out there includes sentiment analysis. In fact there’s a whole subsector of social media tools that ONLY do sentiment analysis. It’s hot because I will absolutely agree that it’s the best insight you can possibly get from social media data.Sentiment tells you why someone said something and it gives context to the situation. If you are monitoring a specific issue relative to your organization it gives you an indication for how people react to that issue. But the issue is accuracy of these tools. Does anyone know what the most accurately rated tool scores?
  • I’m sorry that was a trick question. This article though it does have the kind of sensationalized heading I mentioned earlier explains the problem with sentiment accuracy claim and that is there’s absolutely no standard or common metric for measuring accuracy. Therefore any company can make any claim on accuracy using any formula they made up to make it sound believable. There is so much grey area and the fact is computers are built to measure quantifiable data and measuring sentiment is really more about qualitative. It’s not a simple positive or negative, depending on who your organization is and what you do and what your stance is on an issue, something could be perceived as negative or positive or neutral. It’s not black and white.
  • The alternative is human powered sentiment but that in itself is not a perfect solution…
  • Social Media for Government - Integrating social media across an organization

    2. 2. Could you do your job without one of these?12/10/2012 2
    3. 3. What about without this?12/10/2012 3
    4. 4. New forms of communications…Not so new…“The telephone cannot think or talk for you, but it carries your thought where you will. It’s yours to use.”“The telephone is essentially democratic; it carries the voice of the child and the grown-up with equal speed and directness” AT&T PR Announcement, 191612/10/2012 4
    5. 5. Typical cycle for organizations using social media:1. Use it like a megaphone: post outward messages, no monitoring, no engagement. (Marketing)2. Add a layer of engagement over the megaphone—follow key stakeholders or influencers, RT posts about the organization, reply to direct questions or inquiries related to content posted. (Communications)3. Social media as a customer service channel (Support)4. Data mining… Discovering the hidden business intelligence. (Research)5. Filtering feedback and trends back through the organization (Management)6. Changing process, culture and business operationThe ”social business” is a natural evolution.12/10/2012 5
    6. 6. 12/10/2012 6
    7. 7. What I’m going to cover today…• Interesting and current Canadian stats• Three ways you can move your organization through the social media cycle a little faster: • Better integration with communications planning • Establishing rounded governance and policy • Using social media for research to guide strategy• Why government will ultimately succeed in social media use12/10/2012 7
    8. 8. Social media THE CANADIAN LANDSCAPE12/10/2012 8
    9. 9. Current Canadian Statistics (Delvinia)12/10/2012 9
    10. 10. PwC Business Insights Survey Says…12/10/2012 10
    11. 11. PwC Business Insights Survey Says…12/10/2012 11
    13. 13. The Social BusinessSocial business is the idea that social media permeates every process, division and employee in a company. Social media is viewed less as a marketing tactic and more of an essential business tool. The social business incorporates social elements into its process and structure-> Often requires a drastic culture shift.12/10/2012 13
    14. 14. Social Business in Large Organizations… • dkjadlfj We do not have a program yet. Conducting trials but don’t have a formal strategy. Formalized program and short term direction. Have a formalized program and long term direction across MOST of the enterprise Have a formalized program and long term direction across ENTIRE enterprise12/10/2012 14
    15. 15. A social media strategy approach – Why Government will succeed…• Governance: process for using social media, includes policy development, crisis/issues management procedure, interaction guidelines and external guidelines• Content: Content recipe, editorial calendar, key messages and keywords. Mapped back to strategy and created with results in mind.• Engagement: How do you interact? When? Define actual scenarios and typical response• Measurement: Social media measurement is easy if you plan for it.All supported by research…12/10/2012 15
    16. 16. Governance and policy• Even if you’re not a federal department, start by reading the Treasury Board’s Guidelines for the External Use of 2.0 • Personal and official use policy • Internal policy for employee vs. External guidelines/terms of use • Internal process documentation• Get buy-in... Interview stakeholders even if you don’t really need to• Great governance documents how social media will be used, personally and professionally, why it will be used, and what exactly will be used.12/10/2012 16
    17. 17. 12/10/2012 17
    18. 18. 12/10/2012 18
    19. 19. • Also includes: • Accessibility • Official languages • Employee use • Privacy • Media inquries• Similar policies for Youtube and Twitter as well.12/10/2012 19
    20. 20. 12/10/2012 20
    21. 21. Social media for research “Social media is the world’s largest focus group”Uses:• Audience insight• Media impact measurement• Public Opinion Research *Light*• Social media measurement• To justify/back up strategy recommendations12/10/2012 21
    22. 22. How to use social media for research• Define a methodology: What will you look for and how? • Include any limitations• Select a tool that will help you accomplish what you need • My favourite free tools:, TweetStats, Crowdbooster, • My favourite paid tools: Sysomos MAP• Double check and validate12/10/2012 22
    23. 23. Demographics12/10/2012 23
    24. 24. Quantitative…12/10/2012 24
    25. 25. Qualitatitve12/10/2012 25
    26. 26. …but what aboutAUTOMATED SENTIMENT ANALYSIS?
    27. 27. So…IS THERE ANOTHER WAY?
    28. 28. What do you think…?“I PURCHASED A HONDA YESTERDAY”
    29. 29. THE PROBLEM WITH HUMAN-POWERED SENTIMENT ANALYSIS Neutral 55% Positive 45% 0% 20% 40% 60%
    30. 30. Don’t skip comments on news stories12/10/2012 31
    31. 31. Look at what you’ve done to determine where to go nextCrowdbooster.com12/10/2012 32
    32. 32. Drill in to specificspikes tounderstand whatwent right. 12/10/2012 33
    33. 33. 12/10/2012 34
    35. 35. 12/10/2012 36
    36. 36. Kelly Rusk @Krusk / THANKS!12/10/2012 37