2. Mission, Tools, Metrics, Teach
• Basic outline for any effort:
– New channel launch (Twitter, Facebook, etc.)
– Communications campaign
– Educational effort
– Participatory project
• For this talk, we’ll focus on multi-channel
3. Mission, Tools, Metrics, Teach
• Who’s your audience?
– Everyone listens to WII-FM
• What are you trying to do with/for/to them?
– Teach them something?
– Move them to action?
– Help them accomplish a task?
– Something else?
• There can be many answers for a single campaign
Until you know, you can’t go on
4. Your Turn
• Take two (2)(II) minutes
• Think about something you want to do in social
• Outline the mission goals, starting with audience
• We’ll pick a couple to think through
5. Mission, Tools, Metrics, Teach
• How will you accomplish your mission goals?
• Know the tools
– Oddities (example: Twitter will show it to everyone looking right
then, but Facebook won’t)
• Choose the right ones for the job
• Not everything is a nail, so a hammer isn’t always right
– Including social media itself!
“Cool!” isn’t a mission goal, but it’s fun!
6. Jeffrey’s Quick and Dirty Chart
Name Broadcast Comments? Promote
Live Q&A? Good to know Watch
out for …
Twitter YES! Yes, plus
Yes Yes Polls (?) Hashtag
Facebook Yes, but
not to all
Yes Yes Yes, but
in FB are
Yes No Annotations,
Blog Yes, longer
Yes Yes, very
Yes, but no
place to write
7. Mission, Tools, Metrics, Teach
• What succeeded
• What missed and can be improved
• What missed and should be tossed
• What new stuff you should try next time
• Know that learning what’s available, pulling
data, and analyzing takes time
8. Mission, Tools, Metrics, Teach
• Many sites offer fantastic metrics
– Maybe your blog
• Learn what’s available *before* you start
• Plan what to gather lest you drown in
• Don’t do it again without numbers
9. Mission, Tools, Metrics, Teach
• Please teach: listserves, webinars, anything
• We don’t each have time to learn from scratch
• You know more than you think
10. Doing It: Communications Plan
• Key Messages
• Mission Goals
• Tools and tactics for all channels, not just
– Think of how various channels can reinforce each
• Social media posting plan
11. Social Media Posting Plan:
• Who will write out the plan?
• Who will write, review, and approve posts?
• Who will post?
– Your agency’s staff?
– Another agency if collaborating? Cross-posting?
12. Social Media Posting Plan:
• Pull key messages from the comms plan
• REWRITE for social media
• Four Cs
– Care: everyone listens to WII-FM
• Careful about length
– Don’t go longer on Facebook vs. Twitter just because you
• Plain language
13. Social Media Posting Plan:
• Where will you post?
– Which sites?
• Typical users’ interests, demographics
– Which accounts?
• Main agency
• Lower organization
• Local office
– Which languages?
14. Social Media Posting Plan:
• When will you post?
• How many times will you repeat on each site?
• How frequently will you repeat?
15. Social Media Posting Plan:
Examples for When?
• Routine announcement
– Twitter/Facebook on the afternoon of day 1
• Major rollout
• Day 1: 10 am, noon, 4 pm
• Days 2-4: 10 am
• Day 1: 10 am, 4 pm
• Days 2-4: 5 pm
16. Social Media Posting Plan:
Examples for When?
• Two-week participatory project
– Twitter and Facebook
• Day 1: 10 am, 5 pm
• Days 2-6: daily, fit around other posts
• Day 7: reminder post, one week to go!
• Days 8-11: daily, fit around other posts
• Days 12, 13: countdown to end
• Day 14: 10 am, noon, 4 pm with posts written to remind people of
• Day 1: promo post
• Day 7: one week to go!
• Day 14: deadline post
17. Social Media Posting Plan:
– Works when interacting live like a Q&A or live
– Can be done by anyone from anywhere, including
on their phone
– Can be a burden to have to be real-time
• Via a scheduling site?
– Best for scheduled posts and evergreen info
– Might not be as convenient to access
19. Lack of
Govt info on
Content management systems.
Web 2.0 Policy
• Start small and slow
• Make sure you have the resources
• Try one thing and learn before expanding
• Check your metrics to be sure it’s worth it
– And know there’s no magic number that’s right
• As comfort settles in, try something new
• Be patient: culture change, not tech wizardry
• DigitalGov.gov: our own federal resource from
• Gov’t Social Media Community of Practice
– Justin Herman, email@example.com
• Go to lunch with:
– Your IT folks
– Your attorneys
– People who have found success